SICFAM

What makes an idea good? Context is everything (obviously), but there are some fundamentals too. This card will help you find your most high-potential ideas and ruthlessly prioritise them.

This tactic works best for ranking multiple ideas. You can also use this card as a set of Stretch prompts to help make a single idea more compelling.

1. Introduce your team to the six dimensions of the SICFAM framework. Ideas will be scored 1‒5 on each of these dimensions:

   • Simple: how easily could you describe the idea to a child?
   • Interesting: how likely is it you’d discuss the idea at a party?
   • Coherent: how true does the idea feel to your identity (as an individual, a team or a brand)? Does it move you closer to your vision?
   • Feasible: how easily can you do it?
   • Audience-appropriate: how confident are you the right people will embrace your idea?
   • Memorable: what’s the chance people will remember your idea in 30 years?

2. Gather any ideas you want to review and invite everyone to privately write down a score from 1 (lowest) to 5 (highest) on the SICFAM dimensions for each idea.

   

3. Collect everyone’s scores and add up the totals to get an overall ranking for your ideas.