creativity template · swot analysis education questionary session group session 0 predisposition...

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CREATIVITY CREATIVITY TEMPLATETEMPLATE

A STRUCTURED APPROACHA STRUCTURED APPROACHTO CREATIVE PROCESSTO CREATIVE PROCESS

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ToolsTools3

Creative Process

4Evaluation

1ExternalMapping

2InternalMapping

CreativityTemplate

MorphologicalAnalysis

Provocation&

Movement

6 hatsAttibutes-valueChain

SWOTAnalysis

EDUCATION QUESTIONARY SESSION GROUP SESSION

0Predisposition

tech

niqu

esph

ases

WE ARE HERE!WE ARE HERE!

Creative Training

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Jacob Goldeberg (Hebrew University Jerusalem)works for Intel, Motorola, Mastercard,…

AuthorsAuthors of of thisthis techniquetechnique

David Mazursky (Hebrew University Jerusalem)marketing expert

Sorin Solomon (Hebrew University Jerusalem, Racah Institute)theoretic physicist

Published for the first time in 2002

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…… ThinkThink aboutabout whatwhat hashas beenbeen thoughtthought““OnlyOnly whenwhen wewe intenselyintensely thinkthink aboutabout

whatwhat hashas alreadyalready beenbeen thoughtthought,,wewe understandunderstand the the correctcorrect sensesense

of of whatwhat hashas alreadyalready beenbeen thoughtthought””MartinMartin HeideggerHeidegger

… think aboutwhat has been

thought

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• 4 ideative schemes for a structured approach to innovation processes

• many new and successful ideas about products or services can be taken back to one of the templates

• a lot of well-known enterprises adopt this approach(e.g. Philips, Ford, Kodak, Coca-Cola, Motorola, exc.)

• Creativity templates are codes embedded in the product itself and in trends observed in its evolution.

WhatWhat are are CreativityCreativity TemplatesTemplates??

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1) universal templates: products and services have inside themselves the evolution of consumers’ desires and needs;

2) structured approach: orienting creative thinking by using inventive schemes;

3) function follows form: first of all suggest new product or service configurations and then deduce benefits, aesthetic values and other market parameters in order to create a new idea.

FundamentalFundamental principlesprinciples

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Market Mind

Ideas for a really new product

Intrinsic sourceExtrinsic source

Custormers needs Creative thinking

InformationInformation sourcessources forfor new new productsproducts

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Diffusion of awareness about a new idea

I II III

Time

Aw

aren

esoo

fan

emer

gent

need

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Propositions and a derivate• Proposition 1: It is impossible to extract new and

surprising ideas from a market in REGION I, as in this stage the market is not yet aware of them and cannot provide information about them.

• Proposition 2: It s also of no use to turn to the market in REGION III, as the information extracted from it will not be innovative or surprising.

• Derivate: It is of no use in turning to the market for a surprising idea.

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Domino’s Pizza: leader in home delivery. Its success derives from reducing price in case time of delivery isover half an hour.

Innovative element: price of pizza is no longerconstant, but depends on delivery (step function).

New relation between price and a characteristic of the service

ExampleExample 11

Time of delivery

pric

e

Time of delivery

pric

e

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Substituting a product component withanother available resource

Wirefree (1999) : mobile phone loudspeakerssubstituted by car loudspeakers

ExampleExample 22

Advantages: sound quality (which depends on loudspeakers dimensions)increases significantly without any increment of cost

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AttributeAttribute dependencedependence templatetemplate

CreativityCreativity TemplatesTemplates

ReplacementReplacement templatetemplate

DisplacementDisplacement templatetemplate

ComponentComponent control control templatetemplate

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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1. 1. AttributeAttribute dependencydependency templatetemplate

Basic Basic principlesprinciples

DefinitionsDefinitions

ForecastingForecasting matrixmatrix

HypotheticalHypothetical casecase

ApplicationApplication exampleexample

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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Domino’s pizza: price reduction in case time of delivery is over than half anhour

Price variesvaries withtemperature

ExampleExample

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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identify 2 independent variablesand create a new dependencebetween them

the connection can be represented by a stepfunction

x

y

x

yx, y

independentvariables

y depends on x


Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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componentsvariables

Variable:element subject to a measurable change

measure:exact (quantitative)

categoric (qualitative)

Ex.:


Components VariablesEyes colour, vision clearness

chair legs length, colourscrews number, length, thickness

hat measure, colour, water proof

… time

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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How to compete with Domino’s Pizza?

Successfulelement:

Consequence:

Domino’s pizza: Hypotetical competitor

Adding a new dependenceto pizza home delivery

Price as a dependentvariable

price reduction in case time of delivery is over half an hour

The consumer is lesssensitive to delay in general (bet effect)

A A hypotheticalhypothetical casecase

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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Variables for a new dependence for price

interesting variable; but thereis often a dependency alreadybetween price and customer's

habits

perhapspast orders

very important and measurable variableyestemperature

this is a component and not a variablenoadding a drink

price already depends on number of extranonumber of extras

price already depends on pizza dimensionsnopizza dimensions

MotivationIs it possible to add a new dependence byusing this variable?

VariableBasic

principles

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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Pizza is full price if it is over a certain temperature

Marketing message:pizza taste depends on its temperature and not on time delivery

IsIs youryour pizza pizza stillstill hot and hot and tastytasty??????

Temperature

pric

e

Temperature

pric

e

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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How can we find Attribute dependence variables?

How can we evaluate the feasability and profitability of a new idea?

… by using the Forecasting Matrix

LookingLooking forfor new new dependencesdependences

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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HowHow can can wewe identifyidentify relevantrelevant variablesvariables and and researchresearch new new dependencesdependences??

variableclassification

External: in contact with product but not under producer’s control

Internal: under producer’s control(pizza price, pizza temperature, car colour,…)

(enviroment temperature,…)

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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0010010101110100111011010

Externalvariables

x01011x11011x11011x01001x

Internalvariables

Internal variables

1 = already existing dependence0 = not yet existing dependence

X = impossible dependence

ForecastingForecasting MatrixMatrix

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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0000Z

0000W

0000Y

0000X

DCBA

Degenerated matrix Saturated matrix

1111Z

1111W

1111Y

1111X

DCBA

Potentially wide supply of new products

A lot of yet existing productsbased on Attribute dependence

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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Columns and rows strategy

0000Z

0000W

0100Y

0000X

DCBA

After locating a 1 on the matrix, follow the related row and column looking for new dependences

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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AnAn applicationapplication exampleexample::DERBIDERBI

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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INTERNAL/EXTERNAL VARIABLES MATRIX

Pric

e

Line

Whe

el

dim

ensi

on

Dim

ensi

on

/Wei

ght

Pow

er

Col

our

Feed

ing

type

Dec

orat

ions

Price X 0 0 1 1 0 1 1Line 0 X 1 1 0 0 0 0Wheel dimension 0 1 X 1 0 0 0 0Dimension/Weight 1 1 1 X 1 0 1 0Power 1 0 0 1 X 0 0 0Colour 0 0 0 0 0 X 0 1Feeding type 1 0 0 1 0 0 X 0Decorations 1 0 0 0 0 1 0 XExternal temperature 0 0 0 0 0 0 0 0Visibility 0 0 0 0 0 0 0 0Driver's age 0 0 0 0 0 1 0 1

INTE

RN

AL

VA

RIA

BLE

S

EXTE

RN

AL

VARIA

BLES

INTERNAL VARIABLES

INTERNAL AND EXTERNAL VARIABLES

EXTERNAL VARIABLES

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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VISIBILITY

Not interestingvariableYESWheel dimension

Make driving safer in case of bad weatherYESColour

MOTIVATION

IS IT POSSIBLE TO ADD A NEW

DEPENDENCE BY USING THIS VARIABLE?

VARIABLE

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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Pric

e

Line

Whe

el

dim

ensi

on

Dim

ensi

on

/Wei

ght

Pow

er

Col

our

Feed

ing

type

Dec

orat

ions


INTE

RN

AL

VA

RIA

BLE

S

EXTE

RN

AL

VARIA

BLES

INTERNAL VARIABLES


EXTERNAL VARIABLES


Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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EXTERNAL TEMPERATURE

Reduce pollutingemissions in summer

YESFeeding type

Make the trip more comfortableYESLine

MOTIVATIONIS IT POSSIBLE TO ADD A

NEW DEPENDENCE BY USING THIS VARIABLE?

VARIABLE

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

Pric

e

Line

Whe

el

dim

ensi

on

Dim

ensi

on

/Wei

ght

Pow

er

Col

our

Feed

ing

type

Dec

orat

ions


INTE

RN

AL

VA

RIA

BLE

S

EXTE

RN

AL

VARIA

BLES

INTERNAL VARIABLES


EXTERNAL VARIABLES

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PRICE

We push sales of thismodel among very youngcustomers

YESDriver’s age

Price is already dependingon power and engineNOPower

MOTIVATION

IS IT POSSIBLE TO ADD A NEW DEPENDENCE

BY USING THIS VARIABLE?

VARIABLE

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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some suggestions…COLOUR/VISIBILITY the idea is to use a special varnish or

special lighting devices to improve scooter’s visibility in bad lighting conditions

LINE/EXTERNAL TEMPERATURE possibility to add a mobile dome that comes out from the frame and shields the driver in case of bad weather

PRICE/AGE we want to link the scooter’s price with the driver’s age in order to attract a younger market target.

age

price

16

Basicprinciples

Definitions

Forecastingmatrix

Hypoteticalcase

Applicationexample

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

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2. 2. ReplacementReplacement templatetemplate


Case Case studystudy

Operative Operative prescriptionsprescriptions

ApplicationApplication exampleexample

Basic Basic principlesprinciplesAttribute

2.

3.

4.

1.

Control

Basicprinciples

Definitions

Casestudy

OperativePrescriptions

Applicationexample

Replacement

Displacement

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Harnessing an existing resource from theimmediate environment to replace a productcomponent which fulfills the same needed function.

New component characteristics:

available in the local context

fulfil required function


thought


thought

Attribute

2.

3.

4.

1.

Control

Basicprinciples

Definitions

Casestudy


Applicationexample

Replacement

Displacement

2. 2. ReplacementReplacement templatetemplate

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Component: autonomous part or subsystem (static object)

Internal component: inside the product, variables of thecomponent under control

External component: in close contact with product, out of control

Link between two components:1) Controlling component

2) Controlled componentProduct configuration: the whole links of the product


Attribute

2.

3.

4.

1.

Control

Basicprinciples

Definitions

Casestudy


Applicationexample

Replacement

Displacement

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1. List internal components

2. List external components

3. Build product configuration

4. Point out essential components and their function

5. Choose an essential component and remove it from the configuration without removing its function

6. List external components physically or funcionally similar tothe excluded one

7. Connect each external component to the function lacking in component: new configuration

8. Look for a new market advantage


Attribute

2.

3.

4.

1.

Control

Basicprinciples

Definitions

Casestudy


Applicationexample

Replacement

Displacement

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1. Internal components: legs, seat, back

2. External components: floor, wall, user

floor

back

legs

seat

Humanbody

5

4

6

1

3

2

3. Chair configuration:Physical model

4. Essential components

Case Case studystudy: a : a chairchair (1/4)(1/4)

Attribute

2.

3.

4.

1.

Control

Basicprinciples

Definitions

Casestudy


Applicationexample

Replacement

Displacement

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5. Intrinsic component elimination(without removing its function)

Intermediate chair configurationPhysical model

BackSeat

Humanbody

5

4

6

1

?


Attribute

2.

3.

4.

1.

Control

Basicprinciples

Definitions

Casestudy


Applicationexample

Replacement

Displacement

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6. Individuation of a component similar to the missing one

Criteria:

• external

• In contact with product

• Physically or functionally similar to missingcomponent

Possible solutions: wall, table, carpet, user, floor

Substitutive component: table (design and functional similarity)

??????


Attribute

2.

3.

4.

1.

Control

Basicprinciples

Definitions

Casestudy


Applicationexample

Replacement

Displacement

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backseat

Humanbody

5

4

6

1table

New chair configuration Physical model(a) (b)

7. New product configuration

8. New Advantages:- Children may sit at the appropriate height in relation to the

table- Easier to transport and to clean


Attribute

2.

3.

4.

1.

Control

Basicprinciples

Definitions

Casestudy


Applicationexample

Replacement

Displacement

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ORIGINAL SCOOTER

CONFIGURATIONALIMENTAZIONE

MOTORE TELAIO

RUOTE

CARENAORIGINALE

CORE

ApplicationApplication exampleexample: DERBI (1/2): DERBI (1/2)

FEEDING

ENGINE

WHEELS

ORIGINAL HULL

C O R E

FRAME

Attribute

2.

3.

4.

1.

Control

Basicprinciples

Definitions

Casestudy


Applicationexample

Replacement

Displacement

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The fixed component “original hull” has been substituted by a set of interchangeable parts. These can be exchanged in the contextof Derbi’s users.

ApplicationApplication exampleexample: DERBI (2/2): DERBI (2/2)C O R E

ENGINE

FEEDING

FRAME

WHEELS

NEW SCOOTER CONFIGURATION

INTERCHANGEABLE SIDE

INTERCHANGEABLE SHIELD

INTERCHANGEABLE …

DERBI SCOOTER’SUSERS

Attribute

2.

3.

4.

1.

Control

Basicprinciples

Definitions

Casestudy


Applicationexample

Replacement

Displacement

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3. 3. DisplacementDisplacement templatetemplate

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control




Basicprinciples


Casestudy

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3. 3. DisplacementDisplacement templatetemplate

Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

Basicprinciples


Casestudy

It excludes an intrinsic component and its functionsfrom product configuration

It is a variant of the previous template.

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Attribute

2.

3.

4.

Replacement

1.

Displacement

Control

Basicprinciples


Casestudy



2. List external components

3. Build product configuration

4. Point out essential components and their function

5. Choose an essential component and remove it from the configuration together with its function

6. Look for a new market advantage

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Case Case studystudy: a : a chairchair

backseat

Humanbody

(a) (b)New chair configuration

Chair’s leg function is not satisfied and the chair is on the floor

Physical model of the new chair

New Advantages: high stability (very useful on the beach)

Basicprinciples


Casestudy

Attribute

2.

3.

4.

1.

Control

Replacement

Displacement

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Displacement template vs. Unbundling

UnbundlingDrop of service quality and effectiveness

Decrease of product components

Lower prices

Ex.: Procter & Gamble Ivory soap

air bubble in the soap

displacement of a quantitative attribute

Ex.: kit furniture

Advantage: price reduction

lower densityfloating soap

Advantages:

DISPLACEMENT UNBUNDLING

Unbuilding of a service (assembling)

Attribute

2.

3.

4.

1.

Control

Replacement

Displacement

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Attribute

2.

3.

4.

1.

Control




Basicprinciples


Casestudy

4. 4. ComponentComponent control control templatetemplate

Replacement

Displacement

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It establishes a new link between internal and external components to eliminate undesired linksand create a new advantage

4. 4. ComponentComponent control control templatetemplate

Attribute

2.

3.

4.

1.

Control

Basicprinciples

Casestudy

Replacement

Displacement


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2. Build a product configuration

3. List external components and look for undesiredconnections with product configuration

4. Eliminate undesired connections by creating a new link between external and internal components


Attribute

2.

3.

4.

1.

Control

Basicprinciples

Casestudy

Replacement

Displacement


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Example 1: computer screen

Radiation-filteringscreen

screen

radiation

user

(a)

radiation

user

(b)

Attribute

2.

3.

4.

1.

Control

Basicprinciples

Casestudy

Replacement

Displacement


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What external component is in contact with shampoo?

head, hair, water, sun rays

Product configuration

Example 2: anti-UVA shampoo (1/3)

shampoo

hairdirt

(a)

Attribute

2.

3.

4.

1.

Control

Basicprinciples

Casestudy

Replacement

Displacement


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What problems does it create?

SunSun raysrays damagedamage youryour hairhair!! shampoo

hairdirt

(b)

sun rays

Find a new physical connection betweeninternal components and sun rays to eliminate the negative link

(undesired link)


Attribute

2.

3.

4.

1.

Control

Basicprinciples

Casestudy

Replacement

Displacement


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Solution: shampoo with substances filtering sun rays

NB:NB: it is necessary to include a new component if internalones cannot solve the problem

New Advantage: shampoo protects your hair!

shampoo anti-UVA

hairdirt

(c)

sunrays


Attribute

2.

3.

4.

1.

Control

Basicprinciples

Casestudy

Replacement

Displacement


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CONTACTS:CONTACTS:

Krsto Pandža: [email protected]

Iztok Palčič: [email protected]

Marjan Leber: [email protected]

creativity template · swot analysis education questionary session group session 0 predisposition...

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