More-of-the-Same or a Breaktrough Innovation?

 

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In  a recent post What’s (not) an Innovation? we mentioned that an innovation consists of a new combination of

  • a function – the innovation has the purpose of satisfying a need
  • a principle – there is a mechanism or idea how to deliver that function
  • a market – the innovation has a value that can be traded.

But still remains the question:

  • When is an innovation really breaking patterns more than other innovations?
  • When is an innovation incremental?
  • When radical?
  • When is a technical solution just more-of-the-same routine engineering?
  • What is the difference with a scientific invention?
  • When is it patentable?

Valeri Souchkov presented a new classification scheme for solutions or inventions, based on the original classification by Genrich Altshuller.

world-conference-triz-future-2008-57-november-2008-university-of-twente-enschede-the-netherlands-5-638Principles (scientific discoveries) cannot be patented. The levels of inventions 2 to 4 are patentable. So, a new combination of a principle with a function and a market can patented, regardless the fact that the new combination of principle and function in another market already exists. Below you will find 4 examples of patentable solutions, based on the same principle and the same function, but with different applications. That is to say: fulfilling different needs and as such, serving different markets.

Principle: quickly increasing/decreasing pressure, the Function that is used is to remove things; 

Applications (market):

  1.  remove seeds from peppers
  2.  remove shells of cedar nuts
  3.  remove sunflower seeds
  4.  remove dust
  5. splitting imperfect crystals

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Actually, in the examples above we see here concept extraction at work, or in other words “How to Search for (Patentable) Ideas”:

  1. Look for the concept behind an idea (concept= a function and a principle or mechanism)
  2. Apply the concept to other areas (product/market combinations)

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Design Your Own Creative Thinking Techniques

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Creative thinking can be learnt. How? By using thinking tools.

There are many tools for creative thinking, examples can be found in the following books:

As the author of this overview, Paul E. Plsek, noticed,  there are at least 250 unique tools in these seven books.

So, if you master those 250 unique tools, are you then supposed to have a 10th Dan in creative martial arts?

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As we earlier noted in our post Thinkibility Ultimately Explained we compared  Thinkibility with “football-ity”, similar to something shown by stars as Johan Cruijff. It is not just agility and ball control. Nor velocity, or skill. It is more, much more.

Thinkibility is about virtuosity in thinking. What makes  someone regarded as  one of the finest thinkers in the world  in particular for their dexterity, capable of executing extremely fast and fluent  thinking? When can we say a person has a brilliant and showy technical skill of thinking? How do we describe it adequately, like we do in “in a final bravura the ballerina appeared to be floating in water”, or “the music ends with a display of bravura”.

For sure, mere mastering the techniques is not what you makes “a thinking star”. Again we have to turn back to our metaphor that links creativity to sports:

In a weekend self-defense seminar, the training exercises go exactly as planned: the attacker throws a straight punch at your face from three feet away, or tries to stab at you with a rubber knife from just such an angle. You learn to block, counter-attack, disarm, get away, and with a little practice, you can be consistently successful employing the technique.

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Then reality sets in. You spar. You change training partners. And things don’t go exactly as they did when you were learning in slow motion. The technique you thought you had mastered fails you.

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That doesn’t mean that the technique was useless. The techniques work, and work well, when the principles behind them are well understood, and when practice makes them second nature.

Innovation Lessons from a Martial Arts Seminar by Brad Barbera

Basic Principles

But what are the basic concepts or principles underlying those creative thinking techniques?

1. Attention

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2. Escape

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3. Movement

 

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4. Focus

 

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The four principles in a scheme.

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4. Information is channeling itself into a thinking pattern. There are many thinking patterns possible. The choice of the thinking pattern is the subject of the FOCUS stage –> 1 The information that itself organized into a thinking patterns leads to a compelling, unconscious,automatic outcome of the thinking, if left unattended –> 2 Escaping from current thinking is the next stage –> 3. Once escaped, there is a need to move away from the standard thinking and a desperate effort to move to a practical idea.

 

 

We could use these principles to design creative thinking techniques as a situation unfolds itself, as in a street fight.

See here an example about a challenge of Improving Information Flow in a Medical Clinic and one for  “I want the local business section of the newspaper to feature a story on us hailing the innovative services that we have brought to our clients.”

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How to Become a Creative Genius

In an earlier post we republished  Michael Michalko’s The Difference between the way the average person thinks and a creative genius thinks” As Michael Michalko noticed that an average person focusses his attention on a specific information and excluding all … Continue reading

Creative Marketing – Thinkibility Boost

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Classical marketing campaigns are mostly massive in nature, like the Napoleonic Wars. By using brute force and heavenly leaning on resources (people, money, gun power, logistics, management skills) they ty to win. Basically, both parties are in the same game, each trying to use better but more-of-the-same tactics.

An alternative for the not so powerful is to turn to guerrilla warfare. Poor but highly dedicated small teams use asymmetric tactics to surprise and confuse the enemy, thereby using maximal creativity.

But what is creative thinking?

Creative thinking is not doing more-of-the-same


(in the example: applying straight lines), but breaking away from that, for instance by using curved or broken lines.

Thinking patterns
However, it is not easy to break away from standard patterns.
Also, any time we break a standard way of thinking, a behaviour or new idea, bystanders will react with a rejection: this is impossible, it can’t work, it is too costly, complex, difficult or risky. Every time a negative is used, the thinking stops.
Creative marketing is escaping from the standard approaches that are used by big companies. But how to get new ideas?

Normally we think with the speed of light to the first satisfying idea
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By that, we miss interesting alternatives along the way
With a Provocative Operation we break away from mainstream thinking. The Provocative Operation (moving outside the mainstream to the green spot) is a attempt to escape standard thinking in order to arrive at an original idea.

For instance: Apple sells our (paper)notebook together with their notebooks.

We will discuss four creative thinking techniques to escape standard thinking:

  • Taken for Granted
  • The Provocation
  • Use Resources
  • Focus

Taken for Granted

Make a list of taken for granted things of a product, at least 15. That is what is normal, assumed to be, standard, generally accepted or obvious. Then we escape by abandon it or modify it.

It is taken for granted that a restaurant has a venue and that the guests are dressed.

A restaurant does not have a venue. That could lead to the idea to set up a picnic service for romantic people.

Guests are naked. That could lead to the idea of a nudist restaurant.

To get creative marketing ideas about for instance an Eco bottle. What is obvious of a bottle (form, materials, filling, getting it, getting rid of it, etc.). Then modify (remove, amplify, change, combine, etc).

The Provocation

Try to escape negatives by redefining criticism by “this is interesting” and “under what circumstances might this have value”, or “could we create value out of this?”. The aim of the Provocation is to move forward the thinking towards an idea that works.

Sandwiches will make themselves

Senor citizens, refugees and children donate by age for using supporting services.

Use Resources

We tend to solve problems by using known and standard solutions. For instance: for attaching something to the ceiling we automatically think of a ladder. But only after we give ourselves the explicit thinking order to use what is at hand, we come up with alternatives: using tables, making a tower of bodies, using the walls, making a long pole.

This creativity technique is also called: think inside the box, meaning no adding additional resources

Make a list of props (things) and persons in your immediate surroundings. Think up in what ways they could contribute or add value.

Integrated Values

A petrol company wanted to create more brand loyalty. That is not simple, for most drivers petrol is just petrol. One of the company’s resources is the car driver. By getting under the skin of the driver, they discovered that getting a parking place in town is an important value for the customer. So they set up a cooperation with parking garages. For the drivers, the petrol company and the parking garage a win-win situation. Together they delivered an integrated value.

Could we design integrated values for the customers of a fruit selling shop?

Focus

Defining the thinking task before beginning an idea generation session is one of the most neglected stages.

Most starting questions are far too broad defined. For instance. In What Ways Might We (IWWMW) get more clients.

However, it is more helpful to break it down into smaller topics, as “IWWMW add more value to our product”,“IWWMW get more clients with help of our existing clients”, “IWWMW use other product to sell ours. Redefine at least 15 IWWMW’s in order to escape from the obvious ones and get a really creative challenge.

Avoid formulating IWWMW’s becoming too small. In that case, the IWWMW will just be a concrete solution and will not give you any direction for further searching new ideas.

Then make the challenge less boring and sexier. That is: make them more imaginative, outreaching, challenging, interesting. For instance: sex up “IWWMW get more clients by using our existing clients”.“Our clients collect so much organic waste that we have to export it”.

Then add a constraint: people, money, time, channels.

Finally construct a propelling question, a question that drives forward the effort for creative thinking by using a bold ambition and a significant restriction. For instance: “let’s get 50 more clients by firing all account managers”.

Again, the technique of the creative focus is to force oneself outside common thinking. The technique on the focus can be applied to all of the four of the marketing mix:

  • functionality, packing and service of the Product
  • policies about paying and Price
  • sales, advertisements, Publicity
  • and Promotion logistics, storage, inventory and selling channels

Creative Marketing is all about standing out of your competitors, being perceived as a Blue Fish, at no costs.

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See also:

 

Conceptual Blending

One of the simplest ways to design new concepts is by blending two concepts not previously connected. For instance ” Glamping” .  Glamping is a contraction of the concepts of Camping and Glamour.

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The concept of Camping is  an elective outdoor recreational activity. Generally held, participants leave developed areas to spend time outdoors witj more natural ones in pursuit of activities providing them enjoyment.

The concept of Glamour  is the attraction or fascination that a particularly luxurious or elegant appearance creates, an impression which is better than the reality. Typically, a person, event, location, technology, or product such as a piece of clothing can be glamorous or add glamour.

The concept of Glamping is a contraction of glamour and camping and describes a style of camping with amenities and, in some cases, resort-style services not usually associated with “traditional” camping. Glamping has become particularly popular with 21st-century tourists seeking the luxuries of hotel accommodation alongside the escapism and adventure recreation of camping.

Interesting blending of concepts comes from combining relative remote concepts, for instance:

  • Segway hockey

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  • Zennovation: combining the principles of Eastern and Western business practices for powerful success. How the principles of Eastern and Western business practices can mesh together as a powerful source for success.
  • Ideathon, a contraction of a marathon and an ideation: the creative process of generating, developing, and communicating new ideas, but organized as a race against time, within two hours

Or even contradictory concepts:

  • productive obsession:  a person who really bites into one thing after another in a serially obsessive way, producing one book or movie or vaccine after another, and who is also fully able to turn off his obsessions so that he can have a normal, loving, everyday life that includes relationships and relaxation.
  • functional paranoia: not obvious but useful fears

Designing new concepts is rather easy by using the technique of forced fitting and random words: random fitting (our invention).  By using an online brainstorming tool that generates random words. It should help spark your creative imagination using dissimilar, or apparently unrelated, objects, elements, or ideas to obtain fresh new possibilities for a stated task.

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Forced Fit

Design New Concepts – Thinkibility Boost

There are several ways to design a new concept deliberately. But what is a new concept? Not many people have a quick answer to this question, other than “differently than expected”, “something else as normal”, “not seen before” or just “interesting”.

One of the easiest ways to design a new concept is to escape from an existing concept. For that, we need a concise description of the existing concept, otherwise we will be lost in all the details containing in the concept.

In an earlier blog post we gave some handles to describe a concept:

  1. Give it an appealing name;
  2. What is the function of the concept: aim, goal, objective? What should be achieved?
  3. Wat is the mechanism or working principle? How does it work? How is the function carried out?
  4. What are the values of the concept: advantages, positives, the importance, worth, or usefulness, merits, beneficial? Why does the concept deserve to exist? For who else?

For instance:

  1. Football match
  2. The function of a football match is to exercise sports
  3. The working principle is that there are two teams that try to get the football into each others goals, according to rules.
  4. It is valued as entertainment, physical exercise, social exchange

Escape for instance the mechanism: instead of two there are three teams and three goals.

3 sided football

You can imagine that three-sided football will be a real game-changer, literally. As the BBC mentioned: a game of alliance and betrayal. The whole dynamic of the game is dramatically changed.

Once a new concept has”opened up” in your mind, we might “see” the world in a disruptive way, through the new concept and take analogies from it.

For instance: the conflict in Syria is basically a three-side game. That might open up new strategies and policies for military planning and diplomacy. Or prevent from blundering into military and diplomatic disasters by interpreting wrongly a three actors situation as a classical two actors cold war situation.

Or we can apply the same concept escape to another two-sided  game, f.i. three player chess

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We could also escape from the aspect of values, by excluding, adding, or changing values.

Escape from values: add spectacle to the game.

Ideas:  change the game from 2D into 3D, using acrobats.

Actually, the concept change is from 2 D to 3D. This new concept can then be applied to other 2D games and opens new possibilities, like 3D chess

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The same we could apply to escaping from function (goal, aim or objective of the concept). F.i. the function of a pension is that people who can’t work any longer are provided with a minimum of money to survive.

We could change the function: let’s suppose that the aim of “pension” is to keep the retiree as long as healthy. Now we can come up with mechanism that could realise this new function. For instance that the retiree does not receive a fix amount of money per year during the rest of his life time, but a linear increasing one. This would stimulate the retiree to stay active during the first years of his pension, by doing some paid work  during some hours in the week.

Many new business models are the result of changing one or more aspects of the concept description. See for example  how these fast-growing, innovative companies are redefining money lending, e-commerce, and more,

We invite you to describe how their innovative  business models differ from classic business models in terms of function, mechanism and value.

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