Finding Your Innovation Sweet Spot

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Finding Your Innovation Sweet Spot

• By. Glodenberg, Horowitz, Levav, and Mazurksy
• Presented by. Us

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5 Innovative Patterns of Systematic Inventive
Thinking

• Subtraction (Instead of Feature Creep)
• Multiplication
• Division
• Task Unification
• Attribute Dependency Change

Math 1010
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Function Follows Form

• Listen to the voice of your product
• Break the product down into essential components

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Phone Components example

• Microphone
• Keypad
• Speaker
• Handset
• Base
• Wires
• package

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• List the products attributes and the physical
  and other aspects of the environment used
• Use the five patterns to rearrange the elements
  of the product and environment.
• Imagine virtual products- dont judge these forms
• Ex- nonrecording tape recorder-Sony billion
  dollar market of joggers and walkers

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Visualized virtual product

• Think about potential functions
• Are there any conceivable customer needs that
  this form might satisfy?
• What benefits might it offer that existing
  products dont?
• What drawbacks does it have compared with
  existing products?
• What are the challenges to alleviating these
  shortcomings? If they can be alleviated, what is
  the market potential of this product? Are we as
  a company well positioned to take advantage of
  that potential?
• Do we even have the capabilities to produce the
  product?

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Good ideas from bad ones

• Example The Philips Slimline DVD player

Innovation

• best results nonintuitive or most resistive path

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Choosing the Right Tool

• No rules about which pattern to start with but
  guidelines
• Complex products- start with subtraction
• Controlling the costs- start with unification-
  use of existing resources or subtraction for
  costly components
• On classic product-development use
  multiplication- leads to qualitative change

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Patterns

• Attribute dependency change- most fruitful
• Organize thinking- matrix for attributes-
  internal/external- look for dependencies or lack
  of
• Example Cell phone- internal color, ring,
  information, battery charge external users
  age, gender, callers identity, time of day used
  most
• Look for dependencies and create additional
  features- ring for specific callers

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Patterns

• Usually apply only two or three patterns
• Nearly half the ideas come from existing products
  using one pattern.

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The 5 Patterns of Innovation Create Value

• The patterns upset developers assumptions and
  preconceptions (focus on existing products
  instead of customers needs).
• The patterns channel your thinking (function
  follows form).
• The human mind works best within the confines of
  a defined problem.
• Each idea is fully studied to determine its
  plausibility.