Checklists

1
Checklists

• Jerry Banks
• Great ideas!

2
Put to Other Uses?

• New ways to use as is?
• Other uses if modified?

3
Adapt?

• What else is like this?
• What else could I copy?

4
Modify?

• Change meaning, motion, sound, form shape?

5
Magnify?

• Stronger, longer, heavier, exagerrated?
• Add an ingredient?

6
Minify?

• Shorter, lower, smaller?
• Subtract an ingredient?

7
Substitute?

• Other material, process, power source, approach?

8
Combine?

• Blend, alloy, ensemble?
• Combine units, purposes, processes?

9
Reverse?

• Backwards, upside down, inside out?
• Open, close?
• Transpose?

10
Change the color...

• In 2000, H.J. Heinz boosted sales of ketchup by
  changing the color to green
• ConAgra noticing the success of Heinz introduces
  Shocking Pink and Electric Blue Margarine (WSJ
  10/24/01)

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Bottoms up

• The ketchup world has been turned upside down
  (BW, 12/16/02)
• New bottles designed to stand on their caps
• No shaking
• No anticipation

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Add an ingredient...

• Wrigley subsidiary to sell gum containing
  caffeine (WSJ 6/9/98)
• Each stick of Stay Alert will contain the amount
  of caffeine in one cup of coffee
• Has a bitter taste after the first few chews
• Wrigley executives say that it is an acquired
  taste

13
Magnifyadd another blade

• Gillette finally reveals its vision of the future
  and it has 3 blades (WSJ 4/14/98)
• 5 razor with three spring-mounted blades
• Designed to cut hair with less resistance and
  provide a closer shave
• Positioned at a new angle to the handle

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Magnifyadd another blade

• Schick seeks edge with four-blade razor
• WSJ, 8/12/03
• Announcing the Quattro
• At some points the benefits diminish
• Three blades are better than two, but, nine may
  not be better than eight

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Magnifyadd another blade

• Gillette sues to stop Schicks four-blade razor
• WSJ, 8/13/03
• Gillette says Quattro steals a patented feature
  from the Mach3 and Venus triple-blade razors
• Progressive blade geometry
• Each of Quattros four blades is positioned
  slightly nearer to the face than the next
• Gillette patented the idea in 2001

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Make it battery-powered

• Gillette to launch vibrating razor
• Stimulates skin and makes hair easier to cut
• WSJ, 1/16/04
• Some say move is meant to blunt rivals Quattro
• High priced
• US14.99 for razor and two replacement cartridges
• US10.99 for a four-pack of cartridges

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Combine functions

• Intuition razor from Schick
• Shaves in one easy step
• Shaving cream and razor combined
• For women to be used in the shower
• www.schick.com accessed on 1/22/04

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Combineadd a motor

• The next sweet thing Batteries not included
  (Newsweek 9/14/98)
• Spin Pops
• Life today is about convenience
• So, why should kids twirl their own lollipops?
• Press a button and leave the dirty work to
• Godzilla for little boys
• Dolly Lolly for little girls

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Combineadd germ-fighter (BW, 4/8/02)

• You can now protect yourself against deadly
  microbes and redecorate at the same time
• Caliwel adds calcium hydroxide to its paint
• Kills more than 20 harmful microbes for six years
• Costs US69/gallon

20
Combinecellphone meet portable music player
(WSJ, 3/26/03)

• Use your headphones to answer calls coming into
  your cell phone
• But, it doesnt work properly in many combinations

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Small things about to hit the big time,
USATODAY, 3/26/04

• Stadium food
• Tiny three-pack Bitty Burgers
• US7 a pack
• Each one the size of the handle end of a baseball
  bat
• Testing mini-hot dogs, mini-salads, mini tuna
  sandwiches, mini-veggie burgers

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Small things about to hit the big time,
USATODAY, 3/26/04

• Computers
• Sale of Apples iPod Mini have been huge even at
  US249

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Small things about to hit the big time,
USATODAY, 3/26/04

• Cars
• BMW Mini Cooper and Toyota Prius are big hits

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Small things about to hit the big time,
USATODAY, 3/26/04

• Fast food
• McDonalds is dumping supersized french fries and
  soft drinks

25
Small things about to hit the big time,
USATODAY, 3/26/04

• Processed food
• Single packs of Oreos may go down to six cookies

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Minifytiny disk drive

• Cool Stuff (Newsweek 9/21/98)
• IBM unveiled a tiny disk drive (about the size of
  a quarter) able to store up to 340 megabytes
  (thats about 230 floppies)
• These are now in digital cameras and palmtops

27
Magnifythe biggest LCD TV ever (USAToday
11/21/02)

• Samsung announces the 46 widescreen LCD display
• Arriving 9/03
• As of 7/25/03, a 40 is available at US5,195

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Combineadd functions

• Beepwear PRO watch from Timex
• www.beepwear.com
• Word or Numeric Pager
• Receives up to 16 full text, numeric, or e-mail
  alert messages
• Information Services
• Pager receives free news, sports, weather updates

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Combineadd functions

• Beepwear PRO watch from Timex
• FLEXtime
• Time accuracy system that automatically sets and
  keeps the correct time, even as you change time
  zones
• Organizer Features
• Allows you to download up to 150 names and
  numbers, and set 8 schedule alarms

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Combineadd functions

• Beepwear PRO watch from Timex
• 169
• Monthly service fee from Skytel
• About 35 basic
• Battery life is 2 months

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Combine three featuresTreo

• Handsprings new Treo combines mobile phone,
  wireless e-mail, and web-browsing with the
  conventional features of a hand-held computer
• 399 and the size of a wallet
• But, cellphones are adding capabilities
• (WSJ, 10/8/01)

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Combineadd functions

• Remote Control Watch uses infrared light to turn
  on a TV
• (www.technoscout.com on 10/27/01)

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Combineadd functions

• Say cheese-this phone has a camera, BW, July
  29, 2002
• Nokia 765talk and send messages. But it also
  takes decent snapshots that you can send
  wirelessly with an attached sound clip, if you
  wish-to other phones and e-mail addresses.
  Moreover, it plays music files, supports
  downloadable ring tonescomes with built-in
  infrared and Bluetooth for communicating with
  other phones and PCs.

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Make it cheaperthe free computer

• 999
• 899
• 799
• Free!

35
Add a new ingredientPlevalean

• Eating well in America (Eating Well 5/96)
• Ray Pleva, Northern Michigan butcher
• Add cherries to hamburger
• 1/2 the fat of ground beef

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Make it fatterOral-B toothbrush

• New toothbrush is big ticket item (WSJ 10/27/98)
• Fattest toothbrush around
• Rubberized ergonomic handle as thick as an
  adults thumb
• Bristles dont stand up straight
• Removes 25 more plaque

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Make it gender specifictoothpaste!

• PGs Growth Strategy His and Hers Toothpaste,
  WSJ, 9/5/02
• Rejuvenating Effects for women
• Hints of vanilla and cinnamon
• Changing the tube design to agree with the towels

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Put to other usesThirsty Dog

• Unnecessary object Drinks for Pets (NYT Sunday
  Magazine 8/21/95)
• Dont give your dog unhealthy tap water
• You dont want your dog drinking from the toilet
• Thirsty Dog for 1.79/liter
• If they dont like it withhold other liquids

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Put to other usespotatoes

• Environmental packaging for fast food
• Potatoes, limestone, water, and fiber
• Biodegrades
• McDonalds is phasing them in
• Newsweek (June 10, 2002)

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Add an ingredientNico Water

• Dont light updrink up
• (BW, May 27, 2002)
• The latest nicotine delivery vehicle
• Bottled water with nicotine
• Slight peppery aftertaste

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CombinePanafax

• www.panasonic.com
• Our compact fax machines to serve as efficient
  communication control centers.
• IQ-Fax internet faxing, a digital answering
  system, caller ID and even a 900 MHz cordless
  phone

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CombineNokia phone features

• www.nokia.com
• Compare features
• e-mail
• internet browser
• numeric pager
• calendar/event reminder
• fax
• currency converter
• clock with alarm
• etc.

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Combineadd features

• An 8,000 Conversation Piece New refrigerator
  surfs web, takes dictation, makes ice, (WSJ
  10/23/02)
• Thanks to LG Electronics from Korea, you can have
  the king of internet appliances
• 26 cubic feet, titanium clad
• Inventory system to tell you when the milk has
  spoiled

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Fingers fumbling, eyes squinting

• Hello, tech designers? This stuff is too small
  (USAToday, 3/4/03)
• How will we operate these miniature marvels?
• Our fingers are too thick and clumsy to operate
  the buttons
• As our eyes age, we cant see the tiny screens

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Add ingredientsPizza Huts Insider

• www.pizzahut.com
• It's one thin crust piled with six delicious
  cheeses, then sealed with another thin crust,
  sauce, choice of toppings and even more cheese!

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Put to other usesBag Balm

• www.bagbalm.com
• Since 1899, Bag Balm has led the way in healing
  cows, horses, and domestic animals
• Like having another hand on the farm or a
  helper around the house, Bag Balm works hard -
  and works well
• Especially on the udder of a cow (get itbag
  balm?)
• (Its a wonder for rough hands, chapped lips and
  wrinkled cheeks of humans, just ask Phyllis
  Jackson at Bells Ferry Pet Feed in Woodstock)

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Combineweb TV

• www.webtv.com
• Send email to friends and family, surf the
  Internet, and interact with new forms of
  entertainmentall from your TV.
• Play along with game shows, participate in polls,
  and chat with other viewers during Interactive TV
  programming.
• Automatically program your VCR with a click of a
  button.
• Instantly search thousands of on-screen
  Interactive TV Listings and always know what's
  on.
• And join a community of people who share ideas
  through online chat.

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Combine.PalmPilot

• www.palm.com
• The add on features are numerous!
• Add a keyboard
• Add an internet connection
• etc.

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Squeezing new from old

• More brands expand by tweaking tried-and-true
• USATODAY 1/4/01
• Brand extensions from top consumer product
  marketers
• For example, rectangular bagels

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Squeezing new from old

• Rollouts of new products have fallen for three
  consecutive years
• Lowest level since the early 1990s
• The ideas are still flowing
• But, the marketers dont want to take a risk
• So, we have
• Flavors (Hot and Spicy Spam)
• Sizes (Mini-Oreos)
• Colors (Blue version of the Mach2 razor)
• New-and-improved (Ruffles with larger flavor
  ridges)

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Put to other useswet roll

• Toilet paper war heats up with new,wet roll,
  WSJ, 1/17/01
• Kimberly-Clark introduces the first roll of
  pre-moistened toilet paper
• Functions like regular toilet paper except it is
  wet
• 3 years and 100 million on the invention
• Essentially baby wipes on a roll instead of in a
  box

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Put to other useswet roll

• Kimberly-Clark expects to sell 140 million in
  its first year
• 30 patents
• Special dispenser that snaps into a regular
  dispenser
• Two rolls (regular dry wet)
• If in a box, only one will be used, if on a roll,
  two or three wipes will be used

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Automate?

• Automation at the check-in counter
• Old way Bulky paper tickets
• New way All online including upgrades, choose
  seats
• Old way Find out at the airport that the flight
  is cancelled
• New way Notified by cell phone, beeper, handheld
  device
• Old way Boarding pass at the gate
• New way Print it on your PC
• Old way Stand in line to check-in
• New way Check in at a kiosk
• (USA Today, 7/18/01)

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Make it clever

• With two new Casio digital cameras you wont have
  to ask someone to take a picture of you and your
  friend
• The QV-R3 (US400) and QV-R4 (US500) lets two
  people snap each other separately against the
  same background
• The cameras line up the images to form one photo
• Business Week, 11/18/02

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Brushing up on toothpaste, WSJ, 3/9/04
If you like lots of choices, you probably love
shopping for toothpaste. Today there are 160
brands on the market according to market
researcher, Information Resources, Inc. Theyre
filled with ingredients said to fight cavities,
control tartar, attack bacteria, whiten teeth,
and freshen breath. You can find herbal and
natural products, along with those for
sensitive teeth, for smokerseven for women only.
A new brand hitting the market this week
contains liquid calcium, which fills in
crevices in the tooths enamel, according to the
products manufacturer. In truth, experts say
that basic toothpaste with fluoride is all that
most of us need.
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The Brainstormer, WSJ, 5/13/02

• Jacob Goldenberg, Hebrew University
• Developer of Creative Templates for the
  computer
• Says people need a road map for shaping their
  creative ideas
• His templates provide a framework for analytic
  thinking
• Users first analyze an existing product by
  breaking its functions into relationships that
  are then altered and expanded

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The Brainstormer, WSJ, 5/13/02

• Five templates
• Attribute dependency
• Component control
• Replacement
• Displacement
• Division

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The Brainstormer, WSJ, 5/13/02

• Attribute dependency
• Considers changing a key variable of a product
• Example Let wet diapers generate a strong but
  pleasant scent instead of the usual one to let
  parents know that its time for a change

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The Brainstormer, WSJ, 5/13/02

• Component control
• Looks at the way that a products is linked with
  its environment
• Example Post-It notes might have been this
  templates answer to the question How can memo
  writers link their notes to the place where they
  want them to be seen?

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The Brainstormer, WSJ, 5/13/02

• Replacement
• Substitute part of a product with something from
  the products immediate environment
• Example A manufacturer trying to reduce the size
  of a cars cellphone speaker could remove the
  units dedicated speaker and use the cars radio
  speaker instead. This removes the extra speaker
  and improves the quality of the sound.

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The Brainstormer, WSJ, 5/13/02

• Displacement
• Improve a products performance by removing an
  intrinsic component
• Example More than twenty years ago, Sony Corp.
  realized that it could squeeze high quality
  playback into its early Walkmans if it removed
  the recording function

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The Brainstormer, WSJ, 5/13/02

• Division
• Splits one attribute into two
• Example Separate shampoo from conditioner

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A vacuum that even a couch-potato could love,
(WSJ, 9/15/02)

• Robot does floor while you vegetate
• Roomba Intelligent Floor Vac
• Price 200
• Height 3.6 and Diameter 13.4
• Runs 1 to 1.5 hours _at_ 1/sec
• Recharge time 10 to 12 hours
• www.roombavac.com
• What else is like this????

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End