This document discusses ideas for helping a mother support her daughter's career ambitions. It outlines an empathy map for the stakeholder, Geeta Nerulla, a 52-year old divorced mother of two who tries to support her daughter's high dreams and ideological career interests on a limited income. It then describes a brainstorming process to generate ideas to address the question of how to combine a child's career ambitions with practical family needs. Three potential ideas are outlined: 1) Creating a portal combining career information from sites like Glassdoor, LinkedIn and Monster to help parents research career options. 2) Launching a viral marketing campaign promoting equality of opportunity across different career choices. 3) Changing education to emphasize short industry internships

1. IDEATE
-Manukrishna Nair
stakeholder: mother

2. SUMMARY RECAP OF
EMPATHY MAP

3. Geeta Nerulla, a 52
year old, recently
divorced, mother of 2
who makes an earning
conducting yoga
classes tries to support
a daughter who has
high dreams and is
ideological!
How to combine a child’s
ambition into practical
reality for a needed
lifestyle?
?
NEED
STAKEHOLDER
INSIGHT
Parents have a lesser
appetite for risk when it
comes to career choices
(especially for their
daughters)

4. IDEATE
The How Might We
question that was the
starting point for the ideas

5. PART I: IDEA
GENERATION

11. PART II: IDEA
SELECTION

12. a). The most practical
Today,
there
isn’t
a
single
portal
for
parents
to
go
through
career
choices
and
what
the
experts
in
those
fields
are
saying!.
Imagine
a
portal
with
features
of
GlassDoor
(giving
reviews
and
payscale
raAngs
for
different
industries
&
firms),
LinkedIn
(focused
expert
forums
and
community
acAvity)
and
Monster
(jobs
available
in
a
field).
This
is
idea
is
pracAcal
as
it
is
also
easy
to
implement.

13. b). The most disruptive
The
Equality
Campaign
(for
gay
rights)
went
Viral
and
now
they
even
have
their
own
symbol
and
idenAty.
I
feel
a
similar
campaign
is
essenAal
w.r.to
Career
Choices,
as
typically
(especially
in
India)
only
a
few
professions
are
considered
of
importance.
To
bring
about
equality
in
career
opAons
(each
career
choice
has
an
equal
opportunity
to
be
successful
in)
an
equality
campaign,
in
my
opinion
could
be
the
most
disrupAve.

14. c). My favourite
This
idea
changes
the
way
educaAon
system
itself
operates,
and
I
feel
we
need
to
do
something
that
is
deep
rooted
into
the
problem
By
changing
the
structure
of
giving
emphasis
to
industry
internships,
this
not
only
allows
candidates
to
get
pracAcal
exposure,
but
by
allowing
short
(2-­‐3week)
sAnts
of
internships,
candidates
can
soon
get
to
know
their
areas
of
interest
and
allow
parents
to
be
beRer
informed.