Innovating Inside the Box

Innovating Inside the Box
An introduction to Systematic Inventive Thinking
What are we going to talk about ?
Our Company
Our
Method
Our Work
Around
the
World
Overcoming
Fixedness
Summary
Our Company
Our Promise
SIT helps companies achieve success by making innovation
self-sustaining.
We provide companies that want to think and act
innovatively with the HOW.
The HOW is our unique Systematic Inventive Thinking®
(SIT) methodology as expressed in the SIT Map and our
Three Pillars.
Our
Clients
Systematic Inventive Thinking® is used by over 850 companies in more than 60 countries
About the company
SIT is a privately owned innovation
company, established in 1996,
headquartered in Tel Aviv with offices and
affiliates on five continents.
70 innovation experts - including
facilitators, consultants, moderators, and
project managers – worldwide.
Diverse professional backgrounds, including
marketing, advertising, engineering,
ergonomics, psychology, education,
alternative energy, computer programming,
medicine, IT, and organizational
development.
Sharing a passion for innovation, and
helping organizations and the people who
work for them become more creative.
Our Method
The SIT 3 Pillars of Innovation Model
In order to become an innovative organization, SIT
works with you to put into practice the three pillars
for sustainable organizational innovation:
1.
Results: Specific innovative outcomes will be
generated and executed.
2.
Skills: People will acquire the ability and
inclination to think differently when needed by
providing a proven innovation tool set and the
support for using innovation to achieve results.
3.
Structures: Structures and organizational
process will be put in place to support and
sustain the new innovation culture and
practice.
How do we do it?
Our method to innovation, developed over the years through working
in hundreds of companies, consists of several layers.
We call this the SIT Map, and it is the engine and skill set we use to
help companies think and work innovatively.
SIT Applications
New Product/Promise/Process Development
Marketing Communications
Advertising
Problem Solving
Increasing Productivity & Cost Reduction
Conflict Resolution
Strategy Development
Business Model Innovation
Organization-wide Innovation Programs
Need Innovation?
Tired of Brainstorming?
Is that possible ?
Systematic Inventive Thinking
Inventing Inside the Box
Innovation on Demand
Organizational Innovation
Predictability
Constrains Foster Creativity
Path of most Resistance
Closed World
Qualitative Change
Function Follows Form
Constraints Foster Innovation
We feel that the real
wisdom is to think within
a framework of
constraints, and think
inside the box.
Constraints Foster Innovation
Constraints come from two different sources:
Company - time to market, feasibility, regulation,
brand entity, consumer trends and needs, suppliers
and customers
Our Method – the SIT approach, “Closed World” and
Qualitative Change
Function Follows Form
In SIT we believe that having the
product as a starting point can
help us come up with new ideas.
When applying the Function
Follows Form principle, we first
create a new form and only then
evaluate its function.
Example
A
B
C
Example
Example
They are all the same invention!
Aren’t they?
Innovation Patterns
By analyzing innovative products and solutions we identified
repeating patterns which we later formalized into ideation
tools
Invention
Identifying Patterns
Developing Tools
Subtraction
Remove an essential component from a product and find usages
for the newly created virtual product.
Crayola (Binney & Smith)
Makers of Crayola crayons and markers
Old Model: Retail stores
New Model: In home parties, a la
Tupperware.“The Big Yellow Box” the
idea that moms with their children
could have craft parties and sell
products and promote family
togetherness.
"We Do Not Sell People a Product, We
Sell Them an Experience! "
Starwood Hotels
Old Model: Hotel rooms
New Model: Sells branded
mattresses and other
furnishings
“We don’t sell rooms, we sell
memories”
Applying Subtraction in Advertising
YOUNG & RUBICAM-Brasil
Cindy Crawford, with almost nothing on, in the September issue
THE BALL PATRNERSHIP (Neil French)—Singapore
THE BALL PATRNERSHIP (Neil French)—Singapore
THE BALL PATRNERSHIP (Neil French)—Singapore
This page is dedicated
to those amongst us who have learned to recognize
quality without peering at a label.
THE BALL PATRNERSHIP (Neil French)—Singapore
The view from the top.
THE BALL PATRNERSHIP (Neil French)—Singapore
Isn’t it gratifying to know that while you are perfectly aware of the brand of
scotch in the crystal glass below, most readers have no idea at all.
And probably never will.
The Path Of Most Resistance
Legless Chairs
Strapless Goggles
Preschoolians Shoes
Placebo Medications
By subtracting the back-up battery of the sedation
unit, Ethicon Endo Surgery were able to drastically
reduce the cost of the unit and, more importantly,
precious space in the surgical suite .
“SIT gave us a systematic way for the first time to
come up with new product concepts on demand. Before
SIT, we were too passive about innovation relying on
happenstance or following our competitors for new
ideas”
Drew Boyd , Director, Marketing Mastery,
Ethicon-Endo-Surgery Inc., Johnson & Johnson
SIT helped Philips create the (then breakthrough) Slim Line
minimalist DVD player, that re-defined the market and became
the new standard.
“The difficult thing is that people believe that creativity is a
personality trait of the best people in the company, but if you
apply the right methods, like SIT, you generate many, many
useful ideas. Today [6 years later] the company is still rolling
out many of the 149 usable ideas generated”.
Henk Speijer, Marketing Intelligence, Philips
SIT helped Rubbermaid launch the
only cabinet on the market with
exclusively interlocking parts,
using no hardware whatsoever.
• No small pieces to lose
• Assembly time was reduced
Creativity Patterns
Subtraction
The elimination of core components rather than an
addition of new systems and functions - “The Path of
Most Resistance”.
Unification
The assignment of new tasks to an existing resource
(i.e. any element of the product or its vicinity within
the manufacturer’s control).
Multiplication
A multiplication (or addition) of elements already
existing in the product along with a required
adjustment - “Qualitative Change”.
Division
The division of a product and/or its components
according to function or symmetry, thus adding
degrees of freedom.
Attribute Dependency
The creation/removal of symmetries or
dependencies between existing product properties
(e.g. colour changes with temperature, etc.).
Overcoming Fixedness
Karl Duncker’s Candle Experiment (1945)
Using only the objects shown in the picture,
mount the lit candle to the wall
Karl Duncker’s Candle Experiment (1945)
Functional Fixedness
Functional Fixedness is a cognitive bias that limits a person
to using an object only in the way it is traditionally used.
Objects have function/s.
It is difficult to think of what else they can be used for.
Break Functional Fixedness
1) Look at the world through “Resource Eyes”. Anything can
be a resource;
2) Be flexible about potential uses of the resource.
Law & Order TV Show: Interrogation
Abbott Mead Vickers BBDO, UK
Structural Fixedness
6 glasses of water
Arrange the glasses in an alternately empty-full order
With only one movement of a glass
The 5 Glasses Riddle
Arrange the glasses in an alternately emptyfull order
With only one action
What is this?
Structural Fixedness
The tendency to look at things as a whole, as a
gestalt.
This often makes it difficult to imagine how we
can reorganize the product to look differently
Break Structural Fixedness
1) Mentally break down anything into parts to gain
degrees of freedom;
2) Be flexible about rearranging in space and time.
“Telepathic” remote control for air conditioning
Summary
Kodak Moments…
Canon Moments…
Thank You !
Idit Biton, SIT Chief Marketing and BD Officer