Zephram GbR was founded in 2006 by three members of the University of Magdeburg in Germany. Jana Görs and René Chelvier were graduates and Graham Horton was a professor of the Computer Science Department. The inspiration for Zephram was a research project into methods for generating ideas. Currently, the two partners at Zephram are Jana Görs (CEO) and Graham Horton. Zephram’s office and workshop facility is in a converted grain storage warehouse in the old commercial harbour of Magdeburg on the river Elbe.

Since its founding in 2006, Zephram has worked with hundreds of experts from dozens of organizations to generate thousands of ideas ranging in scope from product names to long-term strategies for multi-billion dollar corporations.

Expertise and Services

Zephram is focused exclusively on the early phases of the innovation process. We support our clients with the following tasks:

  • Selecting innovation strategies
  • Defining goals and guidelines for innovation projects
  • Generating, developing, evaluating and selecting ideas
  • Preparing proposals for management decision-making

Depending on individual circumstances, our involvement with a client may be with some or all of these tasks.

Innovation projects cover a wide range of standard situations, from incremental product improvement to diversification into new markets. Special situations which require innovation projects are commoditization and servitization.


As trained engineers, we believe in delivering a structured, dependable approach to idea production. Our workshops follow a strict plan and are designed to achieve the best possible output in the time available. This is the motivation for naming our approach Idea Engineering. Our clients benefit by achieving predictable, measurable results within a fixed time and budget.