10 X 10 Ideas Matrix: A Brainstorming

Ann-Louise Davidson

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Context: This exercise is designed for innovators at the brainstorming phase of the innovation process. It is assumed that at this point, innovators have conducted their research and understand the users' motivations and pain points, the system that surrounds the problem they are attempting to address, and the solution landscape. Innovators should have a "How might we...?" question to help centre the brainstorming process on the problem at hand.

Objective: The objective of this exercise is to brainstorm and generate as many solution ideas as possible regardless of their feasibility. Possible solutions can then be identified from among the generated ideas and then assessed for their feasibility.

Process: Innovators begin by identifying 10 solution ideas, followed by 10 qualifiers that will help them modify their initial 10 solution ideas to generate a total of 100 ideas. Innovators can then select those ideas that hold the most promise for a feasible solution.

Ann-Louise Davidson

Professor @ Concordia University

I am the Director of the Concordia University Innovation Lab and a Professor in Education. In Fall 2025, we are launching a new microprogram designed to cultivate an innovation mindset in students. The tools we’ve developed are actively integrated into the lab’s learning experiences and my courses. As a passionate collaborative action researcher, I am deeply committed to developing methods that structure meaningful conversations and uncover thinking patterns.