The Innovator's Toolkit: 50+ Techniques for Predictable and Sustainable Organic Growth, 2nd Edition

Technique 40

Pugh Matrix

Evaluate all your design concepts to create the invincible solution.

 

A Pugh matrix assists in evaluating multiple ideas or design concepts against each other in relation to a baseline, or datum. For example, an innovation team might have many ideas about how to whiten teeth using new technologies. Then, based on this idea, the team might generate several specific design concepts for possible commercialization. The Pugh matrix can help refine these ideas and/or concepts, and even facilitate the creation of more invincible hybridized ideas or concepts.

Use the Pugh matrix when you need to evaluate ideas against a set of criteria related to solution-neutral Outcome Expectations (see Technique 3), or when you need to evaluate design concepts against solution-specific Functional Requirements (see Technique 33). The Pugh matrix is a form of risk management: rather than prioritizing based on gut feel, rule out alternatives and formulate superior ideas or design concepts in a more structured, objective, and revealing way.

The Pugh matrix and the concept of controlled convergence were invented by Dr. Stuart Pugh at the University of Strathclyde in Glasgow, Scotland. The basic idea behind the matrix is to discourage opinions and promote objectivity through the systematic elimination of inferior concepts and the elevation of superior concepts.

Steps

Scenario: RayRay's House of Hair has developed several competing design concepts for an automatic hair-washing ...