Much has been written about Creativity but few are the Action Tools or valid strategies, when solving a specific problem or optimizing a product.
We will develop here the Systematic Inventive Thinking (SIT) that responds to the ASIT Advance Systematic Inventive Thinking method, whose inspirer is Dr. Horowitz and Goldenberg.
We will try to be clear, concise and persuasive about this creative tool.
This SIT method is structured, systematic in its development and very focused on the problem, so that for its criteria the creative solution (convergent action) to a given social, technical or industrial problem does not need to postpone the judgment of a large quantity of ideas (divergent action).
If you observe, you will see that in the history of new products, based on something previously existing there has been a considerable time gap, for example: ice creams were invented in 2000 BC, however, it was only in 1900 that the cone was created. edible ice cream holder.
Or that humans have eaten meat since ancient times and bread since 3000 years ago, but the sandwich was only created in the 1840s.
This time gap responds to the fact that only after the need made pressure for something, someone related two or more elements and created a new product with greater added value.
Creativity is related to thinking about a new product while innovation is associated with making what was thought.
All the evolution of the products indicates that they change adapting to the Market, to the new functions required by the user and to technological development.
The five tools of Systematic Inventive Thinking are:
a) Unification: consists of assigning a new function to an existing component.
b) Multiplication: consists of introducing a copy or a slightly modified copy of an existing object or element to the system.
c) Division: consists of physically or functionally dividing an object into its parts in its different dimensions, in time, in cost or in its other characteristics.
d) Object removal: consists of removing an object from the system or objects in the vicinity. It is often complemented by a Unification.
e) Breaking Symmetry: consists of changing the symmetric relationship to an asymmetric one between the components of the system or other objects in the vicinity.
It means reconfiguring the parts of the system in their different dimensions, in time, in cost or in their other characteristics.
SYMMETRY is not the same as GEOMETRY, since the proposed change is to modify a dimension, for example: length, height, time, temperature, volume, weight, etc. In particular when pursuing a new product try to pay attention to changes over time or after breaking the symmetry remove an object.
Two Central Principles of Systematic Inventive Thinking apply
The Closed World Principle, which says that creative solutions exist mainly in the world of components of the problem / product or in its immediate environment.
For this method, a solution that incorporates new elements is NOT creative. The further we move away from the product and its environment, the less creative the solution is given, this is the heart of the closed world principle.
This goes against the prejudice of trying to solve a problem by incorporating new objects into existing ones.
It is interesting to note in creative workshops that the more restrictions are given to a given problem, the more creative the solutions turn out to be, which goes against what many people commonly think.
The second, called the Principle of Qualitative Change, says that there may be a change in the relationship between the components or objects in the vicinity that contribute to intensify or eliminate the undesired effect on the problem / product.
The concept of qualitative change implies that if we have a rubbish bin we don't want a double-capacity bin just because (quantitative change), but a bin with the same capacity but separated into two compartments, which allow us to separate common rubbish from recyclable (qualitative change).
The basic concept is that Innovating means eliminating a physical or technical contradiction within our problem.
One must strive to find unusual relationships in the object to improve. For example, in eyeglasses from the 1950s, there was no change ratio between external light and the color of the lenses. Now you create a photochromic lens and can have glasses for different lighting conditions.
This type of additional relationships to existing products makes one see such changes as inevitable. For decades shaving machines were the same for men and women, which changes today, in the same way with many other cosmetic products.
You must choose the ratio that minimizes the unwanted effect or see if that effect is really undesirable, for example post-its were rejected in the beginning but someone saw the interesting utility of writing down on papers that little adhere to any surface.
Applying both principles at the same time we obtain the necessary and sufficient condition to find creative solutions. Sometimes it is necessary to apply several combined tools.
Let's see several examples that have been selected to facilitate the understanding of the studied tools.
Exercise 1
You work on a product and apply the different tools, for example "Optimize a toothbrush"
Let's see if we apply BREAKING THE SYMMETRY (it is almost always the most useful tool because of its productivity) for example:
* Changes are obtained in the head of the brush for a triangular shape, so that the first bristles are of less width to reach the inaccessible area of the mouth.
* These first bristles will be harder and different in color.
* Two types of bristles, being soft at the ends and hard in the center.
* Colored bristles on the tops to indicate that the brush should be replaced with wear.
* Bristles at 45 degrees in the middle of the brush to access the interstices of the tooth.
* Use / non-use indicator to alert of a bad cleaning habit.
Within BREAKING THE SYMMETRY is what some authors call ADJUSTMENT TO THE ENVIRONMENT and which consists of interpreting from another perspective the relationship between the components of the brush: handle, head and bristles, with the nearby environment: hand, lavatory, microbes, mouth, eyes, mirror, water, gums, plaque, teeth, orthodontic treatment, etc.
When the relationship or contact between the component and its environment is improved, interesting results are obtained, for example:
* Flexible handle that reduces damage to the gums.
* Non-slip handle for improved hand control.
* micro-textured bristles in all their length for effective removal of bacterial plaque.
* Arched bristles to control posterior teeth.
* soft bristle gum brush and gum massagers
* receptacle with sterilizing liquid for microbes, to contain the brush before use.
* bristles for orthodontic treatment
* receptacle for the residual liquid from tooth washing.
Let's see if we apply the DIVISION (it is the tool with the highest added value without extra costs). A new utility must be extracted from each component of the object, for example:
* Retractable handle for travelers.
* Flexible gasket in the middle of the brush to better fit the tooth and reduce damage.
* Bristles crossed at different angles to better remove bacterial plaque.
* Replacement of bristles only, with a replacement kit, and keep the handle.
* Rotatable handle shape along axis for easy handling
Let's see if we apply MULTIPLICATION (it is the most understandable and direct) for example:
* The components are: handle, head, bristles, and their logic is to multiply, for example, the bristles on both sides of the brush to clean different areas of the mouth or with two rows of bristles at 90 degrees and clean the front and the side tooth
* with three rows of bristles to clean the front, side and other side of the tooth.
* or two heads turned 90 degrees with a single handle.
* deliver two heads of bristles and a single handle
* deliver two brushes, one with hard bristles and the other with soft bristles
* deliver one brush for adults and one for children
Let's see if we apply OBJECT REMOVAL, which is proof that sometimes less is more and focuses on the components: handle, head and bristles.
* Simply remove a component (no handle, no bristle, no head) or a part of the component, for example remove the bristles only in certain parts or create holes in the handle to make it lighter.
* In addition, the head can be reduced to clean crossed teeth or bridges
* Make a clasp or hole in the handle to hang it from a support
* Make a cavity in the head to incorporate the toothpaste
* Make a suitable handle for the fingers of the hand.
* Use a universal handle for different heads and bristles
* Sometimes with a total OBJECT REMOVAL, that is, removing a component completely, interesting results are obtained, for example a video player (without recorder) or a sleeveless jacket
Let's see if we apply the UNIFICATION (generally it is done after an OBJECT REMOVAL with something of the same product or with a nearby component).
But UNIFICATION focuses on the components, that is, handle, head and bristles.
* For example, the mouth water pressure tooth cleaner where the bristles are replaced by mouth water or
* the brush / finger, with the handle replaced by a child's finger (it is very popular in Japan)
* brush sales promotions with toothpaste or anti-bacterial plaque liquid
* Sell the toothbrush with another gift product
* Internal receptacle with toothpaste.
Results presentation
Note that by this method there are practically many alternatives. Note that it is fully structured, which gives security in its use and saves a lot of time when the problem is urgent.
It does NOT require a lot of input data, it can be applied both individually and in groups, it is economical and anticipates future changes with minor modifications of a product.
Of course, mature products tend to have less scope for creativity than conservative products. The toothbrush is already a mature product.
If you have a preservative product you should get a lot more ideas than in the case of the toothbrush.
The systematic thing about SIT is that it uses precise tools and also anticipates the future market, which makes it better than random creative techniques because it is predictive.
Its use since 1999 has been considered irruptive to the generation of new ideas and creative thinking in the industry and its development is now being investigated in the social sphere.
Application exercise in new products
To develop original and creative products we must inject them with the correct doses of restrictions. This is achieved by applying the Closed World Condition that defines precisely that type of restrictions and verifying the qualitative change between any of its relationships.
Let's review the following list of products:
- Multifocal glassesStereo systemHotmailFurniture manufacturer IkeaPure waterDell computersDiesel engine
At first glance it seems that there is nothing in common between these objects: they are in different fields, most are physical products, although Hotmail is a software and Dell and Ikea are business ideas, while the Diesel Engine and multifocal glasses are inventions scientific. What do they all have in common?
A more detailed look reveals that they have applied SIT, let's see:
* In multifocal glasses the lens is polished in a different way, but it adds no new element. (Break the symmetry)
* In the stereo system some parts (the speakers) have been doubled, but no new parts are added. (Multiplication)
* Hotmail removes the client software and uses an exit application (the Internet browser) to read the emails. (Object Removal and Unification)
Ikea eliminates the furniture assembly process and transfers it to its consumers. (Unification)
* The manufacturers of the pure water removed all flavorings and presented water without additives as a successful product. (Division)
* Dell computers abandoned traditional distribution channels and sold their equipment directly to end consumers. (Unification)
* In the diesel engine there is no ignition, so much cheaper fuel is used. (Object removal)
Do you appreciate it?
All these products were developed from their predecessors without adding new types of elements, and in some cases, even removing parts of the previous product. They have applied the tools of SIT and all adhere to the principle of the closed world.
Conclusion: Systematic Inventive Thinking focuses on the product or service to improve or create added value, asking:
- What is essential and can be unified?
- What can be removed?
- What can be divided into parts and obtain added value?
- What can be replicated in a new way?
- and What new relationship can you find between its components?
What advantages do we have
| For the company | For who learns it |
| SIT pays dividends for the company almost immediately.
Receive proposals to solve real problems. Improves the general technical level of the area. Lower costs and increase productivity. |
Know a method that will serve you for a lifetime.
Solve real problems more effectively. Feel the responsibility to do your job better. |
Why do innovations take so long to appear?
Reaching maturity and further development of some products and equipment has had a very long period of time (hundreds and sometimes thousands of years), until only in the second half of the 20th century this process accelerated (as of the year 2000 products evolve in a few years and sometimes only in months).
The new products based on improving something previous existing has had a considerable time gap, for example: Lenses and mirrors have been known since the 16th century but only in the 19th century were telescopes developed, being that they were extremely necessary to explore the universe.
But since the middle of the 20th century there has been an acceleration of all innovations, for example the laser was conceptualized in 1952, three years after it was manufactured and since 1956 it has been applied industrially.
Another example:
* Radio took 50 years to capture 50 million listeners.
* Television took 17 years to capture 50 million viewers.
* The Internet took only four years to attract 50 million surfers.
This time gap responds to the fact that only after the need arose, someone related the elements and created a new product with other functions, which the market demands.
That is, when the technology was developed, a new product was created to satisfy a market requirement. This is so because inventions, whether technological or not technical, are based on only three guiding criteria:
1.Function: Any man-made system is developed to meet certain objectives and therefore has some main function, for example to meet the objective of a medical investigation, you need a system that provides the function of " see the human body ”.
2.Principles: This is a scientific effect, a principle or phenomenon that allows the function to develop, following our example, the emission of X-rays creates the function of "seeing through the human body."
3.Market: Any man-made system fulfills its function within a certain context, which satisfies a market need. Just as an X-ray emission device was widely used in medicine since 1910, it also served the market for security and telemetry systems.
It is interesting to note that science fiction foresaw several innovative developments, for example Jules Verne in his novel "2000 leagues under the sea" developed the idea of ships with double hulls for safety and then the French engineer Leboeux thirty years later, patented that same idea without giving more details than those of the novelist.
Jonathan Swift describes in his novel "Gulliver's Travels" how the protagonist meets extra-terrestrial beings that come down from a floating island, what we know as a UFO, and in that conversation he tells him that the planet Mars has two moons.
Only 150 years later with the development of telescopes this was known for sure and to the amazement of the scientific community of the time.
So, as we already said, all the evolution of products indicates that they change adapting to the Market, to the new Functions required by the user and to Technological Development.
Now innovations grow exponentially.
Science suggests that humanity has been on Earth for about 50,000 years, which represents about 800 generations to an average 60 years.
However, during the first 650 generations they did not come out of the caves and only in the last two generations do we know the electric motor.
The amount of Changes that a 19th century person could experience in their entire life must now be experienced by a person in less than four years.
From the moment photography began, 140 years passed until it reached the mass market, it took 40 years for radio, 12 years for television, 3 years for transistor and 2 for Internet.
This simply means that the rate of change is accelerating and it is doing so exponentially since the year 2000.
Every year the knowledge of humanity is doubling.
How can I adapt to the Change and turn it into an opportunity? Let's think of change as if it were a knife, one can hold it by the blade or by the handle, and that is to take it as a danger or an opportunity. We have the enormous opportunity to be architects of Change.
Reviewing we have to:
1. Unification: Solve a problem assigning a new use or function to an existing component in our product. For example a copier with scanner and fax
2. Multiplication: Solve a problem by introducing a slightly modified copy of an existing object in the current system. For example, a cell phone with a calculator, alarm clock, Internet browser, etc.
3. Division: Solve a problem dividing an object into its parts in space, time, or cost. For example, a stereo car with its control with access code and separated from the equipment, to avoid theft
4. Symmetry Breaking: Solving a problem by changing a symmetric situation into an asymmetric one or by rearranging its elements in time, space or other characteristics. For example, a different size of children's sports shoes through an extendable gusset.
5. Removal, Replacement or Removal of Objects: Solve a problem by eliminating an object from the system and giving this function to a nearby external Resource and from the closed world. For example, powdered fruit juices or concentrated broths
Application of each tool
It is a five step process.
1-In the first step we define the world of the problem by making the list of the objects of the problem and the objects of the environment.
2-In the second step we prepare for the application of the tool by collecting relevant data and making some simple decisions.
3-In the third step where we really apply the tool and the idea is born.
4-In the fourth step the idea is captured, and in the fifth step it is extended and elaborated in a few sentences.
Unification
Problem: An experiment is described to test whether materials are resistant in acidic environments. Different pressures and temperatures are applied to the samples, which are shaped like cubes, made from the tested material and placed inside a metal container. (The container is used both as a container for the acid and to control environmental conditions.)
After the samples are removed from the container they are examined to see how the acid affected them. The problem is that the container is damaged since the acid also attacks it. We will now solve this problem using the Unify tool.
Note: It is used in curved parentheses {} with the answer of the problem solver to the instructions of the tool. In addition, what is written in an inclined way is an annotation explaining the relevant step.
1. Define the world of the problem
Make a list of objects in the problem
{Acid, Container}
Make a list of objects in the environment
{Samples, Air}
The problem objects are those that are directly involved in generating the unwanted effect. This explains why the SAMPLES are not on that list: they do not harm or are damaged.
2. Prepare for Unification
Define the unwanted effect. The unwanted effect is a very short and objective description of the problem. It usually takes the form of a statement of what damage object X inflicts on object Y. {ACID attacks CONTAINER}
Note how simple and uncreative is this definition. With this, SIT avoids the problem of trying to be too fast this stage of the creative process. Deduct the required action that removes the unwanted effect.
The required action is usually deduced from the undesired effect by adding the words "prevent…." Although the progression from the description of the unwanted effect to the description of a required action seems trivial, its importance is mainly psychological: it goes from the description of an event to the description of an action.
{Prevent ACID from attacking the CONTAINER }
Some people might say that this is very close to the solution.
Select an object to perform the required action
{SAMPLES}
3. Apply Unification
Imagine the selected object performing the required action. Keep in mind that:
- The selected object can be modified
- Other objects can be modified
Here we simply have to imagine the SAMPLES preventing the ACID from attacking the VESSEL. (Each of the three objects can also be modified to help perform the required action).
4. Define the central idea in a sentence
{SAMPLES will contain ACID, thus preventing it from coming into contact with the VESSEL}
5. Elaborate the idea in a few sentences
{We make a hole in the samples and pour the ACID into the hole.
In this way, the ACID never comes into contact with the VESSEL. The SAMPLES must be large enough so that the ACID does not spill}
Examples of this application
a-The “Portable Radio” which includes a radio and the microphone of the portable radio that serves as the antenna for the FM receiver.
b-In the car radio the volume control that also serves to turn on and off. And the button of the transmitting station that also serves to incorporate it into the memory.
c-The cap of a remedy that also serves to measure the amount of it or the amount of a detergent.
d-A photocopier that is at the same time a printer, scanner and fax.
e-suitcases with wheels for comfortable transport
f-the antifreeze filament of car glass
g-The inclusion of instructions for use of a product in its packaging
h-The passenger seats of the planes that are also floats
The Multiplication
Problem: Your child comes home and you want to know all about his kindergarten day. You ask, "How was it today?" and the child responds quickly, "I did well," and goes to watch TV…
1. Define the world of the problem
Make a list of the objects of the problem
{Child, story of his day, TV, father}
Make a list of the objects of the environment
{Kindergarten}
2. Prepare for Multiplication
Define the unwanted effect
{CHILD does not tell his STORY to FATHER}
SIT tries to deduce the required action that eliminates the unwanted effect.
This time we do not have to prevent something from happening, but to force something to happen. {Make CHILD tell his STORY}
Select an object to perform the required action
{STORY}
3. Apply Multiplication
Imagine that a new, slightly modified copy of the selected object is added to the problem world and performs the required action. Keep in mind that:
- The new object may not be the same as the existing one
- There may be a desired interaction between the new object and the original object.
Here we simply need to imagine a new STORY to make the CHILD tell his own STORY.
4. Define your central idea in a sentence
{A new STORY about KIDS day in kindergarten will make you tell your own STORY}
5. Elaborate the idea in a few sentences
{We will say to our CHILD the following: “Well, if you don't want to tell what happened in kindergarten, I will tell you the STORY”.
Then we begin to tell a STORY based on small details and facts that we know about the CHILD's life in kindergarten.
The CHILD will be drawn to the STORY about himself and correct all the wrong details in our STORY. By doing this, he tells us his real STORY}
Examples of this application
a-The razor blades that started with one blade, two, three and there are five.
b-Cell phones with multifunction Internet browser, camera, alarm clock, chatting, sending messages, etc.
c-Remove the red wine from a folder by using a detergent mixed with white wine
d-A mirror site in your email to avoid viruses
e-A computer mouse with three buttons
f-KAPRO measurement tools that add a bubble level in your devices or illuminated viewers for low luminosity, etc.
g-Elements that have functions of nail clippers, bottle opener, knife, etc.
The division
Problem: Climbers use sophisticated electronic barometers to measure air pressure. After receiving many complaints about its barometers, a manufacturer discovered that a tiny electronic component in the instrument was sensitive to extreme cold in mountainous areas. The manufacturer decided to develop a new barometer that was resistant to cold. Research quickly showed that it would not be possible to find a substitute for the tiny component affected by cold. The manufacturer had almost given up when one of its engineers came up with a brilliant solution to the problem.
1. Define the world of the problem
Make a list of the objects of the problem
{Barometer, Cold air}
Make a list of the objects of the environment
{Mountaineer, Mountain, Ice, Snow}
2. Prepare for Division in time, space and cost
Select an object to be divided
{Barometer}
List the parts of this object
{Screen, Electronic component, wires, pressure sensor}
3. Apply Division
Imagine that one of the parts is separated from the rest, and then think that it could happen if:
- That part is placed in another place
- That part is treated differently from the others
- That part appears or disappears in different moments
{What could happen if we move the ELECTRONIC COMPONENT to another place?}
4. Define your central idea in a sentence
{The ELECTRONIC COMPONENT will be moved to the body of the ALPINIST}
5. Elaborate the idea in a few sentences
{The ELECTRONIC COMPONENT will be separated from the rest of the BAROMETER and placed in the body of the ALPINIST, where a temperature of 37 degrees centigrade is maintained. The COMPONENT will be connected
to the BAROMETER with a suitable cable. The manufacturer will provide the BAROMETER with the means to attach the COMPONENT to the body of the ALPINIST}
Examples of this application
a-In refrigerators the separation between freezer and cold room.
b-Products that mix two components to make the mixture sticky
c-Monitors with split screens as in alarm centers
d-Cell phones with GPS that divide user data from other
e-Split compressors with the internal distributor and the external compressor
f-The payment in installments of a good or service
g-It has been shown that people who watch TV in the mornings want to know the time and the programs that incorporate that time on the screen are more watched. It is possible that people who have to do other tasks are very aware of the time. The idea of setting temperature, time, wind chill, etc. on screens, it emerged in the Netherlands in 1997.
h-Separation of the control of car cassettes to prevent theft
The Breaking of Symmetry
Problem: In ordinary candles, the wax melts as they burn, thus dirtying the surrounding area, because the residue that does not burn runs down the sides of the candle, creating annoying wax droplets. Suggest a way to prevent candles from dripping wax.
1. Define the world of the problem
Make the list of the objects of the problem
{Wax, Heat, Flame}
Make the list of the objects of the environment
{Candlestick, Air}
2. Prepare for Symmetry Breaking
Select an object that can be made asymmetric
{Wax}
Make a list of this object's variables
{Diameter, Length, Melting temperature, Color}
3. Apply Symmetry Break
Select a variable. Imagine that the selected object has a different value from the selected variable:
- At different positions
- At different times
{What happens if the WAX has different melting temperatures in different places?}
4. Define your central idea in a sentence
{The outside of the candle will have a higher melting temperature than the inside}
5. Prepare the idea in a few sentences
{The outer part of the CANDELA, due to its higher melting temperature, will melt a few minutes after the inner part. This will create thin walls of WAX that will prevent molten WAX from falling off the edges of the CANDELA}
Examples of this application
a-The pizzas where the cost of the pizza depends on the delivery time to the customer.
b-The different width of the shoes in certain footwear brands
c-The left mouse for non-right
- handed people d-The 3-point basket in basketball where if it was made outside the arc the point is triple and inside it is double.
e-Figures that have a double interpretation depending on how the background looks, for example you see a figure and two glasses.
f-In car models, such as the Harlequin Polo, launched in 2001 in Germany to celebrate spring, it was a success to have different colors on the doors, bonnet and trunk.
Removal of Objects
Problems: Helicopter pilots have a hard time escaping when there are technical problems. A good solution would be to eject the pilot up and parachute down. But this is impossible because of the danger of being hit by the rotor.
1. Define the problem world
Make the list of the problem objects
{Pilot, Rotor}
Make the list of the environment objects
{Air, Helicopter}
2. Prepare to Remove
Select the object to be removed
{Rotor}
3. Apply Remove
Imagine that one of the selected objects is removed from the problem world
{What happens if the ROTOR is removed?}
4. Define your central idea in a sentence
{The ROTOR will be removed just before the PILOT is ejected}
5. Elaborate the idea in a few sentences
{Since when the PILOT decides to eject, the HELICOPTER does not work and the ROTOR is no longer needed, it can be removed. The idea is to fix explosives to the ROTOR shaft that are exploded just before the ejection occurs}
Examples of this application are:
a-The fact that Edison in his house had a very heavy door to open is known due to the fact that when a person operated it, water was also pumped into an elevated tank, which fed his above-ground pool. The energy of the bomb was removed by the mechanical energy of the visitor.
b-In 2004 Compaq announced a notebook that by pressing each key charged the battery of the PC. This reduces weight by having a smaller battery and not needing a replacement battery.
c-The Sansung Wirefree, is a cell phone that, due to the bad sound of the cell phone speakers, adopted the car's stereo system as speakers, but without cables and via Wi-Fi.
d-Frameless glasses that are lighter and more aesthetic
e-A TV without a screen being only an FM receiver suitable for the blind and drivers of vehicles
f-A portable radio cassette player that only plays and does not record music
g-Banks with incorporated insurers without insurance agents
h-Concentrated juices from soups, soft drinks, etc. without water
i-The public auction without given prices
j-The removal of lead from gasoline, sugar from beverages or caffeine from coffee, etc.
Note:
As seen Unification is almost opposite to Removal and Multiplication is almost opposite to Division.
In the case of Symmetry Breaking, it is often used in tandem with one of the other tools.
For example, the fact about the lighthouse of Alexandria is known where the architect Sastratus, wanted to obtain some revenue for the civil work of the lighthouse (year 200 BC with 190 meters high), but had to place the name of King Ptolemy II on the main wall, by order of the king.
The architect carried out the work and revoked the wall where the king's name was inscribed with lower-quality clay, so that over the years the wall gave way and the name of the architect Sastratus remained visible.
Excellent idea to Break the Symmetry of the wall and remove an object from the system that was bothering you.
Problems to solve
1-The 30-story building with six elevators of equal ascent and descent speed. The problem is that during peak hours there are simultaneous users and many complaints from some floors because there are no elevators available. What to do?
2-The razor manufacturer Gillette received numerous complaints in 2001 for the rapid dullness of the blades. What did you solve and compete with this problem?
3-In the car stereo factory, there is a team with integral control keypads, but due to the high accident and theft rate, something can be done to differentiate itself from the competition's teams. But what to do?
4-During the video boom of the 2000s, video rental businesses found that customers always returned movies without rewinding.
One company took advantage of this window of opportunity. What do you think he did?
5-A market study in 2006 pointed out that diet and diuretic drinks are on the rise, then the tea sales company. He made a creative decision that relaunched his products and doubled sales. What do you think happened?
6- Advertising bald people: A New Zealand airline looks for passengers without hair on their heads to promote their services on the head of the person in front of them. In fact, your marketing team has already launched a nape-watching campaign.
The idea consists of tattooing your message and the associated website on the heads of 70 volunteer passengers who are bald or shaved so that they can queue at the three main airports in the country where the company operates (Wellington, Auckland and Christchurch) and, incidentally, promote your services.
The check-in process is something that passengers reluctantly accept. They end up lining up and looking at the person in front of them to see if they move forward. So we thought the best way to explain to our customers the improvements that Air New Zealand is going to make in the process was to make the message visible in the same queue.
The company has already convened a casting process to choose its particular "walking posters", which took place in September in the country's capital Wellington.
Those selected to get a tattoo on their heads or neck with the slogan "the change in the way of flying" proposed by Air New Zealand will receive 500 euros each for eight hours of advertising.
What tool did this advertisement use?
7-In 2008 in South Africa a Disney original DVD distribution company has carried out an interesting anti-theft campaign.
For a very low price, he has edited versions of films and documentaries and has delivered them for street sales.
Said copies after the presentation indicated: You have bought a PIRATE DVD so if you want to finish watching the movie you chose, please buy original movies and what you spent here will be given to a foundation to FIGHT PIRACY AND AIDS.
Thank you.
What tool did this company use?
Before reading the solutions, exercise and you will see how simple it is to apply this methodology:
Answers:
1-Breaking of symmetry at higher speeds for the last floors and with exclusive dedication
2-Multiplication of blades and different cutting angle
3-Division of the button panel and make it removable, so that despite the theft the equipment cannot be operated
4-Removal of objects where the winding mechanism was used but the reproductive mechanism was eliminated, selling a team at a very low cost and with enormous acceptance in the incipient market.
5-Unified in a single natural product the dietary components and in another product the diuretic elements. It was a resounding success, accompanied by a clever advertising campaign.
6- It is based on the Unification of the SIT
7-It is based on the multiplication of the SIT
Applications of Systematic Inventive Thinking
Systematic inventive thinking is a tool widely used in Advertising, Product Design and Manufacturing, Marketing and Technical Problem Solving, although there are people who use it without knowing that it is recognized in many countries in Europe, the US and Asia.
As we know, our mind follows well-defined patterns to do many things automatically, such as cooking, driving a car, talking on the cell phone, moving up to our department, etc.
These patterns (pattern or templates in English) guide our thinking and sometimes do not allow us to fully develop creativity.
But they are not always negative. The development of SIT was to investigate these patterns and create for the case of SIT the two principles and the five tools that we use.
The investigation of these patterns shows that more than 70% of the products launched on the market follow systematic inventive thinking (Creativity in product Innovation, Goldenberg and Mazursky, Cambridge University Press, 2006) and if we add to this that only in the US, They launched more than 30,000 new products in 2006, we see the importance of having a working guide in the Innovation of products and services.
We must consider that 80% of these 30,000 products or services fail and only 20% are successful.
On these 6000 successful products, 70% monitoring is applied to SIT tools.
SIT is excellent for producing incremental or continuous improvements in industrial products or systems. The method developed by Roni Horowitz-Goldenberg-Mazursky is one of convergent logical thinking.
SIT, on the other hand, bases its analysis on the Product itself and what the Market demands.
This diffusion of a new Product in time always follows an S curve, typical of technological processes and the insertion of ideas in a new world.
In the first part of this curve it is impossible to know if this product based on new ideas is going to work or not. But, unfortunately, it is the only time we have to make an effort and go out and copy that new product.
When we are already in the second ascending part of the curve and the product has gained an important market segment, it is too late to go out and copy and we can only better copy the product and try to gain a lower market percentage with advertising.
In the last part of the S-curve, it no longer makes sense to go out and compete with the product, because a brand has been created, and unless we enter with very important secondary benefits, we are going to need a lot of resources and it is unlikely that it will be profitable to do so..
This dilemma is only solved by relying on the adaptation already so widespread by Darwin. In other words, a product works and evolves following the pressure of the environment on the needs and desires of the Market. If you do not meet these requirements, you fail.
As SIT tools incorporate the evolutionary codes of the products based on their internal attributes, then even with minimal market information, competitive products can be generated. This is important because all market information carries a lot of money at stake.
This allows us to operate in the first part of the S curve, which is when there is a greater possibility of success for our company in anticipating the needs of the market. This is when we must improve the product and induce user preferences within the attributes of our improved product.
Let's use the Martian to know what the attributes of a product are
Suppose for a moment that a Martian comes to Earth and knows nothing about the market and of course does not know our attitudes and preferences. For something we say that he is a Martian.
But this Martian has intelligence to communicate and discovers that Earthlings use something called a CHAIR.
Then observe that different chairs have the same height, that is, it is not an arbitrary parameter but it is because humans want to be at a certain height in relation to the environment.
The Martian also notes that it has a backrest, armrests, central support to turn, wheels to move, adjustable backrest in position for better rest, soft seat for comfort, central support adjustable in height, etc.
All are attributes of the chair and give measurable benefits in humans, so this was what the market required, and if we want to improve the CHAIR product we must consider them, and induce user preferences within the attributes of our IMPROVED CHAIR.
People or the market through the ages by natural selection and adaptation have reached the CURRENT CHAIR.
Good ideas were incorporated and left traces on the current product. Or to put it another way, the negotiations between the market and the CHAIR product are mapped or registered in the CURRENT CHAIR and in turn the chair has adapted its attributes and has encoded this information.
Let's do the study with the shoes and the Martian.
The great variety of types in this product reflects the needs, tastes and desires of the market of all times past.
The attributes of tongue opening, heel counter, length size, width, laces, inner lining, orthopedic insole, appliqués, non-slip sole, stitched or glued, etc.
These attributes of the shoe and the chair will tell the Martian of our needs, desires, tastes and adaptation to the physical and economic environment. Any continuous improvement must improve the attributes of the past.
In short, the Martian based on the current chair and shoes knows that products have been innovative and accepted by the market. Know the current attributes of the CHAIR and SHOES.
Now it is not always clear if we should make a continuous innovation or a disruptive one to a product, since the market and its tastes are not always precise and evident.
If we know that our improvement has been tested and verified by a group of representative people and that it deserves that we go off to a disruptive innovation, we will have to do it, otherwise the competition will.
In addition, we must estimate the period of the second section of the S curve and verify that we can cover a wide area of the market in a timely manner.
Examples of UNIFICATION is assigning a new role to an existing component.
It is based on the fact that if there is already something in the closed world or the close environment of the product, which can fulfill the same function, why not use it?
It is very applicable to obtain a larger market segment or reduce user costs.
-The self-service of the restaurants (unite restaurant and customers)
-A case keeps covered with food that has a salt shaker and a sugar bowl incorporated into the case.
-In the Iraq war they applied the Unification with the playing cards and the faces of the Iraqi leaders to identify them.
-The “Walkman” that includes a radio and the microphone of the portable cassette player that serves as an antenna for the FM receiver.
-In the car radio the volume control that also serves to turn on and off. And the button of the transmitting station that also serves to incorporate it into the memory.
-The cap of a remedy that also serves to measure the amount of it or the amount of a detergent.
-A photocopier that is both a printer, a scanner and a fax machine.
-The suitcases with wheels for their comfortable transport
-the antifreeze filament of the car glasses
-Including the instructions for use of a product in its packaging
-The passenger seats of the planes that are also floats
-The cell phones that are also cameras of photos, transceiver-receiver of messages, electronic agendas, calculators, alarm clocks, etc.
-All multipurpose products respond to this idea of unifying several functions in a single product (blenders-juicers-mince meat).
-In Canada and all of Europe, the emergency telephone code is unique on all routes
-Modern paintings continue their design in their frames.
-Some food cutlery has a compartment for salt and pepper in its case.
-the pencils with eraser included
-the toothbrushes for travelers with the toothpaste in the handle
Examples of MULTIPLICATION is introducing a copy or slightly modified copy of an existing object to the system.
-The various doubles of famous people (multiply their figure to disorient)
-the drink pack of six or more units
-the lighting a fire downwind to escape a nearby fire,
-the use of vaccines or tumor markers that stimulate the immune system
-the doubles for actors' stunts
-homeopathic medicines that multiply their effect
-The simultaneous and joint application of several ionizing rays on a tumor
-In SONY a new video game needed for its testing of great CPU capacity and the way to obtain it was by networking all the company's PCs
-In chicken farms it is common for an animal to be injured and bleed. The problem is that this blood attracts other chickens and roosters that attack the injured animal. The solution is to place red light that totally disguises the bleeding. In other words, we have a problem with the color red and we add more red light to solve it.
-The use of blue light so that the veins cannot be seen and drug addicts in the Netherlands do not use public toilets. They are pressured to go to hospitals for treatment. We have a bluish vein problem and added blue light to fix it.
-The use of an alarm bell to intimidate possible thieves from entering a house, being that sometimes there is not even an alarm system behind the bell itself.
-Mobile phones with multifunction Internet browser, camera, alarm clock, chatting, sending messages, etc.
-Removing red wine from a folder using a detergent mixed with white wine
-A mirror site on the Internet
-KAPRO measurement tools that add low-light illuminated viewers, etc.
- Penknives that have functions of nail clippers, bottle opener, knife, etc.
-In by-pass operations for obstructed coronary arteries in patients with high cholesterol levels. The damaged part of the coronary artery is replaced (making a "bridge") with an object of the same type: another artery or a vein. That object comes from the same patient (his mammary artery or his saphenous vein).
-Add a camera to the soccer balls so that some scenes of the matches are taken.
-The photocopiers with duplex function that print on the side and back of the same sheet
-USB equipment with radio
-A skateboard with multiple wheels that give a smoother ride
-Manual and automatic gear change of the Cars
-The hamburgers with a double portion of meat or cheese
-The cinemas or theaters with two or more films or shows to enjoy
-Watches with several needles of different colors for swimmers who are in the same lift, preventing them from colliding or disturbing
-The sale of socks for three units, or two car tires or two glasses instead of one.
-Sometimes good results are obtained by applying multiplication and unification, as in the case of pencils with a built-in eraser
-In Scotland and Australia a chain of hypermarkets offers women who are accompanied to enjoy shopping with another woman substitute, and leave your partner having fun in a bar with games, newspapers, books and TV.
-In the US, car patents are the property of the User and they take them with them when they sell the car or install them when they buy it. And fines and infractions always haunt the patent owner.
-The Swedish company GRETA, manufacturer of tubular glass levels, instead of incorporating a replacement glass tube (quantitative change), preferred to incorporate a second tube inclined at 2%, which is useful to mark a slope in the bathrooms for the drain (qualitative change)
Examples of DIVISION is to separate and reconfigure in time, space, cost or other characteristic.
-A French company places stickers with the barcode separate from the 10-liter drums, so that by removing the sticker, the cashier at the market should not carry the heavy drum. (separate into more useful components)
-In refrigerators the separation between freezer and cold room.
-The products that mix two components to make the glue mixture -Monitors
with divided screens as in alarm centers
-GPS cell phones that divide user data from others
-Split compressors with the internal distributor and external compressor
-The payment in installments of a good or service
-The separation of the control of the cassette passes from the cars to avoid theft
-The separation of the TV from its remote control for comfort
-Optical stylist James Sooy created glasses that are mounted on the bridge of the nose, through a piercing, that is, part of the glasses is transferred to the client's face.
-The cars have had several separate compartments for the trunk, cabin and engine
-The ships in general divide the hull for safety reasons
-The electronic components weak to atmospheric conditions that separate said components to a protected place
-The traveler's checks that are used as cash, but can only be redeemed with the user's authorized signature
-Many supermarkets already divide the discount offers on different days of the week, forcing customers to visit the store more often and therefore buy more.
-In endoscopic analysis, the chamber is separated and transfers information to the processor module.
-In the bathrooms, the use of sanitary towels, toilet soaps, sweets, etc. the product is divided for the user's convenience and to make a more rational use of space.
-The baby carriages that are separated from the stroller to be transformed and installed in the car seats
-There are already markets that group the different ingredients of a typical dish in one place. Sometimes PCs are installed with day-by-day recipes for the users' diet
-One way to reorganize the parties over time is the payment in installments or prior savings systems.
-Umbrellas with transparent areas to see when it rains through.
-Long play LP records and extended play EPs and single play SPs
-The different chapters of books and magazines
-Parking by the hour
-The sale of meals by units or halves
-The collectible series of books
-The carpet manufacturer Caesarea Creations designed a rug that can be divided into four parts as a puzzle, which serves separately for each child's bedroom or together for a family room.
Examples of OBJECT REMOVAL is removing an object from the system or surroundings. It is very suitable to apply in complex products or to reduce costs.
It will always be necessary to analyze if by eliminating a substantial part of the object, even this product can have an acceptable market, but if so, the cost reduction will be important.
-In Europe, some cities eliminated the high-speed sensors by measuring the time it takes for the vehicle to go from one toll to another (eliminate a component and have another component take over)
-Nasa tested many materials without success to protect the shuttle in its entry into the atmosphere, but only came to the solution when it was decided to install ceramic tiles that peel off with high temperature
-The frameless glass that is lighter and more aesthetic
-A TV without a screen being only FM receiver suitable for blind people and vehicle drivers
-A portable cassette player that only plays and does not record music
-Baby chairs that lean on the table without having legs
-Bicycles without wheels for physical exercise
-Banks with incorporated insurers without insurance agents
-Concentrated juices from soups, soft drinks, etc. without water
-Public auction without given prices
-Removal of lead from gasoline, sugar from beverages or caffeine from coffee, etc.
-The removal of the color of the jojoba oil for the new use of the oil in make-up
-In icebreakers the helmet in contact with the ice is made of a different material from the rest of the helmet
-A TV for a play station or an old PC without viewfinder
-Our hands-free mobile phone from cars, which uses radio speakers
-A baby toothbrush that uses finger as brush handle
-The hotmail service that uses the web to send e-mails
-In portable radio cassettes the antenna function is made by the hearing aid cables
-Gum or sugar-free drinks
-Cell phones without a telephone signal and only with input-output messages.
-The Nincas alarm clock that does not have numbers so people do not try to continue sleeping
-Philips Electronics on their DVD equipment, as of 2005, left only one on / off button as other functions were removed and only essential ones they switched to remote control, making the DVD's ultra-flat front design optimal.
Examples of BREAKING THE SYMMETRY is changing to an asymmetric relationship between the components of the system or the surroundings. It also means reconfiguring or modifying the dependencies between the product variables and the environment.
It is applicable for the segmentation of a very saturated market, in order to obtain an important competitive difference.
-The new Intel chips that vary their energy consumption according to operational requirements
-In several schools in Korea, as students brought drinks to the classroom and dumped them on the keyboard, they have changed its position to vertical for those who have drinks.
-In multifocal lenses the distance to the focus depends on the angle of vision of the eye successively
-In organic sunglasses where the darkening of the lens depends on the lighting from outside
-The Domino pizzas in the USA where the cost of pizza depends on the time of customer delivery.
-The different width of the shoes in certain shoe brands
-The left mouse for non-right-handed people
-The 3-point basket in basketball where if it was made outside the arc the point is triple and inside it is double.
-The preparation of English tea that places the milk first and then the hot water
-The figures that have a double interpretation depending on how the background looks, for example you see a figure and two glasses.
-For years, cars have had their lights at the same angle and with the same intensity and the reason is that they are identical objects located symmetrically on the vehicle. Some European brands have already designed the lights on the side of the steering wheel angled for greater distance and less intense so that they are less dazzling on the road.
-In all-terrain vehicles that change their front-wheel drive to the rear or vice versa.
-The elevators that go to different floors to avoid delays
-I raised them from the seats with seats at different distances from the support so that children of different ages and weights can play
-There are candles with different material on the walls that do not drip wax
-In certain Nordic countries vehicle fines depend on the motorist's salary
-Medicinal pills of different sizes according to the dose of pain of the patient
-Lorries in the UK and the community have the position lights of the vehicle of different color and intensity more weak on the side where the traffic is coming from.
-In having different time bands in the country, it responds to energy savings by applying the breaking of symmetry
-The taxis on the weekends of holidays with different rates respond to a break in homogeneity
-Diapers for daytime use and other night-time use
-Conical cups to not support and drink more
-ABS system of differential braking on the wheels
-The catamarans with extendable arms to navigate in rivers or on the high seas
-The use in marine spas and hotels incorporating sand with feldspars and quartz so that it does not overheat
-Micros and wagons segmented for different time slots
-Several airlines change their prices if you travel alone On business days and on the other hand, tickets that include the weekend are cheaper.
-The volume of the radio of some Peugeot and Volvo car models changes depending on the surrounding noise in the environment
-Elgo, a Canadian manufacturer of sprinklers for garden irrigation decided to modify the dependence on higher sales during the summer season, and created a Sprinkler product valid for indoor crops which are marketed all year round.
Other examples
* Authors of books on the Internet who sell their electronic editions by themselves or artists who sell directly to the public without exhibiting in art galleries (Unification).
* The cake candles that are edible (Unification)
* Real estate signs that are visible from both sides of the street (Division)
* The puzzles with pieces of different sizes (Break the symmetry)
* There are washing machines where the detergent has been removed. This is the aforementioned case of Sanyo washing machines without detergent (removal) and using chlorinated household water (unification) and electrolysis of the water (division) to give ozone and hydrogen bubbles, which act as a cleaning agent.
* In the case of insect pests, which affect plants and crops, it is a usual method to genetically modify female specimens in order to weaken the spread of the harmful species (multiplication)
* Transgenic crops are an example of genetic selection of the grains that are more resistant to pests and climate changes (multiplication)
* In nature there are several examples of skin color changes such as the Chameleon or the octopus (Breaking the symmetry)
Application of the tools to a domestic problem
Description of the problem: if I forget the charger, my laptop is unusable in a few hours.
Problem objects: charger, laptop, mouse, briefcase.
(Closed world condition: objects of the problem and of the environment)
Action required: prevent the charger from being forgotten.
Adverse factor: Rush (the more in a hurry I am, the more likely I am to forget the charger)
Qualitative Change: The solution will be creative if it makes the charger not forget me even though I am in a hurry (cancellation of the adverse factor) and, even more so, that the more in a hurry I am, the less I forget (turn the rush into a positive factor instead adverse).
Try to obtain half a dozen alternative solutions using your intuition, imagination or hidden powers. Then read on and see how quickly you get many viable alternatives using a systematic guidance tool like SIT.
Unification Tool:
«The mouse will do the action of preventing the loader from forgetting me»
Idea: Unite the mouse with the loader
Development: As the mouse has a USB cable and the charger also, I can join them (permanently or temporarily without affecting the functionality of either), so that when I put the mouse away I take the charger and I cannot forget it. (Solution 1)
«The briefcase will act to prevent the charger from forgetting me»
Idea: Tie the charger to the briefcase
Development: The charger can be used without removing it from the briefcase, so that it is impossible for me to forget it. To do this, all I have to do is always place the charger in the front bag and without taking it out of there, connect one end to the outlet and the other to the laptop. (Solution 2)
«The information contained in the laptop will act to prevent the charger from being forgotten»
Idea: The laptop itself reminds me that I should keep the charger
Development of the idea: I can write a message that is permanent on the desktop of the laptop that says: "SAVE THE TRANSFORMER!".
-You could also write a script that brings out that sign every time you turn off the computer. (Solution 3)
Splitting Tool Divide the charger to prevent me from forgetting
Idea: Always disconnect the charger from the transformer and not from the laptop
Procedure: The charger has two cables. One that is attached to the transformer (the one that connects to the laptop) and another that can be separated from it (goes to the outlet). If I get used to it, I must always disconnect the transformer from the cable that goes to the electrical outlet and store my laptop with the transformer "glued".
So the maximum risk that I run is that a cable is lost, which is easy to recover (and which is on the market). (Solution 4)
Multiplication Tool
An object of the same type as the charger will do the job of preventing me from getting lost.
Obvious idea: Another charger.
Development: Copy the technical specifications of my transformer from now on and send it to the manufacturer to request. It doesn't cost that much and it's nice to have a spare. Meanwhile visit a business in case I find a similar one. (Solution 5)
"An object of the same type as the loader will do the job of preventing me from forgetting"
Idea: another loader (not obvious)
Development: The "other" charger will have a case instead of the transformer that will serve to cover it (as cell phone cases do). Permanently tie the charger to the laptop or briefcase. (Solution 6)
Object Removal Tool
Remove charger from laptop
Idea: Always work on battery
Development: The charger will not be lost if I never take it out of the house. My battery can "endure" three hours of work. If I get used to never removing the charger, I will be forced to save power, use the laptop less in meetings and protect the equipment more. (Solution 7).
Symmetry Break Tool
Relevant characteristics of the object (transformer): color, weight, temperature, dimensions, location
Let's break the symmetry of the characteristic «location»: «At different moments of time the location of the charger will be different»
Idea: When I am out of the office the charger will be in a position that prevents me from forgetting it
Procedure: When I'm away I can place the charger (specifically the transformer) on my lap or next to the laptop, so that I can see it well and it is practically impossible for me to get up, pick up the laptop and put it away without taking the transformer (Solution 8)
Now it remains to make the list of eight solutions, see if you can combine some of them and check if the Condition of Qualitative Change is met: The more I rush, the less I forget.
My solution:
1-Attach the charger to the mouse cable +
2-Use the charger inside the bag in which I keep the laptop +
3-have a reserve charger and ensure more operating time without using line power.
Bibliography
Electronic edition of the book Generación y Desarrollo de Ideas creativas at:
www.ideas-marketing.com.ar/
Applications of Systematic Inventive Thought at:
www.monografias.com/trabajos32/pensamiento-inventivo-sistematico/pensamiento-inventivo-sistematico.shtml
Product evolution at:
www.monografias.com/trabajos64/evolucion-productos/evolucion-productos.shtml
Electronic edition of the TRIZ basic course at:
www.innovacion-sistematica.net
Annexes
The Closed World Principle says that creative solutions exist only in the problem / product component world and its immediate environment.
The further we move away from the product and its surroundings, the less creative the solution is given.
For example, karaoke results from the removal of the singer from the song and her replacement by the people.
The Principle of Qualitative Change says that there can be a change in the relationship between the components or objects in the vicinity that contribute to intensify or eliminate the undesired effect on the problem / product.
For example, if we have a rubbish bin, we don't want a double-capacity bin just because (quantitative change), but a bin with some capacity but separated into two compartments, to dispose of common rubbish and recyclable rubbish (qualitative change).
Choice of solution or new product resulting from applying these tools
Whenever you research and select a new product on the market, write and answer this: What customer need or problem will this product solve?
If there are enough facts that satisfy the market or with little cost we offer a viable alternative for users, then go ahead!
UNIFICATION: Solve a problem assigning a new use or function to an existing component in our product.
For example a copier with scanner and fax
a-Problem: A company wants to innovate in an anti-dandruff shampoo by offering some improvement that positions the product.
Let's see what we can do with Unification
1. Define the world of the problem
Make a list of objects in the problem: {lid, Container, anti-dandruff product, essences}
Make a list of objects in the environment: {the bathroom, hair, eyes,}
The objects of the problem are those who are directly involved with the product
2. Prepare for Unification
Deduct one or more actions to improve the product with the elements of the Closed world. For example, that the shampoo contains flower essences, or that it does not harm the eyes, or that the amount of shampoo to be used can be measured, or that ………..
3. Apply Unification
Imagine the selected object performing the required action. Keep in mind that:
- The selected item can be modified
- Other nearby objects can be attached or modified or interact with the basic product
We are interested in using the lid to measure the amount of shampoo to add
4-Define the central idea in a sentence
{The lid will be the unit of measure of the shampoo and will have a new function}
5. Develop several ideas in a few sentences
{1-the cap will be the appropriate measure to eliminate dandruff in a weekly treatment and 2-we will make a promotion where, by depositing a cap of the shampoo in a certain place, they participate in a raffle}
b-Example of UNIFICATION applied to a cake candle
We choose the Operational world of "birthday" and we populate it according to:
a-products with functional proximity: cake, songs, surprises, gifts
b-products with structural or technological proximity: matches
c-products with physical proximity: fire to logs
Some ideas that already represent existing products are:
-A candle that lights up and that after blowing it out, goes out and lights up by itself
-A candle that "sings" happy birthday
-A candle that when lit triggers music and people sing along
-A candle that gives off gifts after being lit
-A large candle that takes the function of a match and lights when it is scraped across a specific surface and that is useful when there is a power outage.
MULTIPLICATION: Solve a problem by introducing a copy or a slightly modified copy of an existing element to the system.
For example, the multiple blades at different inclinations of Gillete razors.
a-Problem: A company wants to improve the sales of the water level indicators, for which it thinks of doubling the glass of the level as a replacement, but that is something primitive.
Let's see if we can produce a quantitative change and not just a qualitative one, using Multiplication.
1. Define the problem world
Make a list of the problem objects: {level indicator, air bubble, frame, glass}
Make a list of the surrounding objects: {the construction site, the workers}
2. Prepare for Multiplication
Select a product object to perform the required multiply action: the air bubble
3. Apply Multiplication
Imagine that a new, slightly modified copy of the selected object is added to the problem world and performs the required action. Keep in mind that:
- The new object may not be the same as the existing one
- There may be a desired interaction between the new object and the original object
For example, we can think of using a second bubble level to produce a slope like that necessary in the drains.
4. Define your central idea in a sentence
There will be two air bubbles, one to level a floor and one to produce a drop.
5. Elaborate the idea in a few sentences
{We will manufacture a level indicator with two well differentiated functions, which do not add great cost to our product and is a differential factor}
b-Example of applying MULTIPLICATION to a decorative wallpaper for walls:
Step 1 Decorative paper, glue
Step 2 We select the decorative paper with several layers of different decorations
Step 3 We develop the “pre-idea” of having a second or third layer of paper with different decoration for when the first layer gets dirty.
-Ó When the boys grow up, we have the possibility to remove a layer and change the environment
-Ó when a tenant leaves and we want a new decoration to be seen.
THE BREAKING OF SYMMETRY is to change to an asymmetric relationship between the components of the system or the surroundings. It means reconfiguring or modifying the dependencies between the product variables and the environment.
For example the lights of the headlights of the cars at different inclinations so as not to blind drivers at night.
a-Problem: Wax candles melt while they burn, and they dirty the area around them, because the residues that do not burn slide down the sides of the candle, creating annoying drops of wax. The company wants to make a wax-free candle and promote that advantage.
Let's use Symmetry Break and see what we find.
1. Define the world of the problem
Make the list of the objects of the problem
{Wax, Heat, Flame}
Make the list of the objects of the environment
{Candlestick, Air}
2. Prepare for Symmetry Breaking
Select an object that can be made asymmetric {Wax}
Make a list of this object's variables {Diameter, Length, Melting temperature, Color}
3. Apply Symmetry Break
Select a variable. Imagine that the selected object has a different value from the selected variable:
- At different positions
- At different times
{What happens if the WAX has different melting temperatures in different places?}
4. Define your central idea in a sentence
{The outside of the candle will have a higher melting temperature than the inside}
5. Elaborate the idea in a few sentences
{The outer part of the candle due to its higher melting temperature, will melt a few minutes after the inner part. This will create thin walls of WAX that will prevent the molten WAX from falling off the edges of the candle}
b-The Breaking of Symmetry in the creation of a new product. The steps to follow are:
1-List the top ten characteristics of your product
2-Make a List of the dimensions in play. Group them according to:
a-dimension of space
b-dimension of time
c-dimension of the user
d-dimensions of the environment
e-group dimensions, referring to objects that being identical, are grouped for some reason
f-dimensions to be used as characteristics or characteristics that can be used as dimensions
3-Select a characteristic and a dimension, and then define your virtual product according to:
"For different dimensional values there are different characteristic values"
It is very important that this is stated explicitly and in writing.
4-Develop the pre-idea and materialize the asymmetric product identifying benefits to the User or Client.
For example, let's look at the use of each dimension in developing ideas for a car:
1-Define the main characteristics of the car: engine size, color, length, number of doors, (let's stop here out of respect as soon as possible) and we will see what:
a-If we use the space dimension: length, width, height, trunk, bonnet, interiors, etc. etc.
If we choose a characteristic color, we can create the virtual product:
"A car that has different exterior colors in different areas" or
"A car with different colors at different heights, or in the form of waves" or
"A car with different upholstery in front seats of the rear"
The harlequin polo shirt introduced by VW on Fool's Day (April 1) turned out to be quite a sensation and began production after hundreds of orders.
b-If we use the time dimension: time of day, holidays, day, night, seasons of the year, etc.
If we choose the motor size characteristic, we can create the virtual product:
"A car in which the size of the engine changes over time"
We are used to having only one type of engine, but for optimal consumption we can have an engine that varies according to speed, road conditions, etc. There are already designs in this sense from manufacturers.
c-If we use the user dimension: age, place of residence, socioeconomic level, gender, status, etc.
Here we can act without choosing a particular feature and create the following virtual product:
"A car in which some characteristic changes according to the User"
Thus, according to the User's profile (let us suppose a couple or employees of a company), the position of the mirrors, seats, radio, etc. changes.
d-If we use the dimension of the environment: temperature, rainy weather, place of the route, traffic flow, type of route, etc.
If we choose the temperature as the environment dimension and color as the characteristic, we create the following virtual product
"A car with colors that depend on the temperature"
For example at night and with a lot of sun it can have a more visible color.
e-If we use group dimensions, referring to identical objects that can be grouped.
Symmetry is broken by making these objects somewhat different, for example in a car we have lights, wheels, pistons, doors, etc. etc.
If we choose the lights, then we create the virtual product:
"A car with different angle of lights depending on whether these are left or right"
This already applies in order not to blind traffic in the United Kingdom: Australia, Scotland, England, etc.
f-dimensions to be used as characteristics or characteristics that can be used as dimensions.
For example, if we choose the size of the motor as a dimension and the color as a characteristic, we define the following virtual product:
"A car with a different color depending on the size of the engine"
You can think of cars with a greater variety of colors with a larger engine or as a status symbol where the color would give it away. Something used by several manufacturers is to change the status of the position lights depending on more engine power.
DIVISION is to separate and reconfigure in time, space, cost or other characteristic, the components of the product.
For example, exercise bikes that do not have wheels
a-Problem: Mountaineers use electronic barometers to measure air pressure, which tells them of changes in the weather when they are climbing a mountain.
After receiving many complaints about its barometers, a manufacturer discovered that a tiny electronic component in the instrument was very sensitive to extreme cold in mountainous areas. The manufacturer wants to develop a cold-resistant product without adding elements to those already indicated.
1. Define the world of the problem
Make a list of the objects in the problem: {Barometer, Cold air}
Make a list of the objects in the environment: {Mountaineer, Mountain, Ice, Snow}
2. Prepare for Division in time, space and cost
Select an object to be divided: {Barometer}
List the parts of this object: {Display, Electronic component, Signal conductors, pressure sensor}
3. Apply Division
Imagine that one of the parts is separated from the rest, and then think that it could happen if:
- That part is placed in another place
- That part is treated differently from the others
- That part appears or disappears in different moments
{What could happen if we move the ELECTRONIC COMPONENT to another place?}
4. Define your central idea in a sentence
{The ELECTRONIC COMPONENT will be moved to the body of the ALPINIST}
5. Elaborate the idea in a few sentences
{The ELECTRONIC COMPONENT will be separated from the rest of the BAROMETER and placed in the body of the ALPINIST, where a temperature of 37 degrees centigrade is maintained. The COMPONENT will be connected to the BAROMETER with a suitable cable. The manufacturer will provide the BAROMETER with the means to attach the COMPONENT to the body of the ALPINIST}
b-Problem: Example of applying DIVISION to a wall clock:
Step 1: the electrical mechanism, the hands, the dial, the numbers, the frame of the clock.
Step 2: a- Let 's separate the electrical mechanism and have the following benefits:
-more easily parts of the mechanism -
more easy to operate or carry with you and use it as an alarm clock
Suppose that adosamos the wheel of a bicycle and needles we create the bicycle-clock.
b- Let's separate the numbers from the wall clock and we have the following benefits:
-We install the numbers on a wall of a tower of buildings, in a sauna, in a hotel, etc. and we have a useful and inexpensive product outside the area exposed to inclement weather.
Object Removal or Replacement is removing an object from the system or vicinity and attempting to investigate the resulting product.
For example, the self-service that replaces employees dispatching the products and uses them in more appropriate functions.
a-Problem: Helicopter pilots have a hard time escaping when there are technical problems. A good solution would be to eject the pilot up and parachute down. But this is impossible because of the danger of being hit by the rotor.
A Canadian company followed and applied Component Removal.
1. Define the problem world
Make a list of the problem objects: {Pilot, Rotor}
Make a list of the environment objects: {Air, Helicopter}
2. Prepare to Remove, Replace or Remove
Select the object to be removed: {Rotor}
3. Apply Remove
Imagine that one of the selected objects is removed from the problem world
{What happens if the ROTOR is removed?}
4. Define your central idea in a sentence
{The ROTOR will be removed just before the PILOT is ejected}
5. Elaborate the idea in a few sentences
{Since when the PILOT decides to eject, the HELICOPTER does not work and the ROTOR is no longer needed, then it can be removed. A device is attached to eject the ROTOR first just before the pilot ejects}
b-Example of application of Removal by Sacrifice to a VCR
Following the indicated steps we have:
1-The head that records, the head that reads, the tape movement mechanism, the body.
2a-We eliminate the head that records and we have a video that is reduced in functionality but not in quality when projecting the tapes
2b-We eliminate the head that reads and we have a copier used by companies and businesses that only record blank tapes
2c-We eliminate the body of the VCR and incorporate it to the TV or the music equipment
2d-We eliminate both heads, the one that records and the one that reads, and we have a device for rewinding tapes at a very low price.
Other industrial examples:
* The cake candles that are edible (Unification)
* The real estate signs that are visible from both sides of the street (Division)
* The puzzles with pieces of different sizes (Break the symmetry)
* There are washing machines where the detergent has been removed (Removal) and using chlorinated household water (Unification) electrolysis the water (Division) to give bubbles of ozone and hydrogen, which act as a cleaning agent.
* In the case of insect pests, it is a usual method to genetically modify the female specimens in order to weaken the spread of the harmful species (Multiplication)
* In nature there are examples of skin color changes such as the Chameleon, the octopus, various snakes, etc. (Break the symmetry)
* Baby chairs that rest on the table without having legs (Object removal)
* In multifocal glasses the lens is polished differently, but does not add any new element. (Breaking the symmetry) Also by incorporating a magnetism between the eyebrows, it will be possible to open the glasses and reattach the frame at will. (Break the symmetry)
* In the stereo system some parts (the speakers) have been doubled, but no new parts are added. (Multiplication)
* Hotmail removes the client software and uses an exit application (the Internet browser) to read the mails. (Object Removal and Unification)
* Ikea eliminates the furniture assembly process and transfers it to its customers (Unification)
* The manufacturers of the pure water removed all the flavorings and presented water without additives as a successful product (Division)
* The Dell computers abandoned the traditional distribution channels and sold their equipment directly to the end customers (Unification)
* In the diesel engine no there is ignition, so a much cheaper fuel is used (Object Removal)
* The SMART Tunnel in Kuala Lumpur is a peculiar road infrastructure built in Malaysia. It is a tunnel that shares 2 functions, the decongestion of traffic and the drainage of rainwater from tornadoes (Unification).
