so you think you can innovate?
TRANSCRIPT
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So You Think You Can Innovate?
Roberta B. Ness, MD, MPH Dean M. David Low Chair in Public Health Vice President for Innovation
University of Maryland September 20, 2013
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Tools that Enhance Idea Generation
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Tool 1: Finding the Right Question • Right time and place
Example: Cervical cancer as an STI - needed PCR to identify HPV
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Tool 1: Finding the Right Question • Big questions
Example: Jeremy Morris, father of physical activity: “What about social class alters CVD risk?”
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Tool 2: Observation
• Normal observation becomes complacent
• Normal observation is biased by expectations
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Tool 2: Observation
• Marshall and Warren win Novel Prize for discovery of H. pylori
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Tool 3: Analogy
• Kekule: Structure of benzene as a snake seizing its own tail
• Bell: Electromagnetic vibration as human voice
• Jenner: Cowpox protection as smallpox protection
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Tool 4: Juggling Opposites Deduction and Induction
• Induction: Mendel observed thousands of pea crosses
• Deduction: Einstein moved from axioms to theorums
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Tool 4: Deduction and Induction • Innovation combines
induction and deduction • Eg: Darwin observed
beak size variability in finches. Through a leap of logic he inferred that some beaks out-competed others in a given environment
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Tool 5: Change Your Point of View • Darwin imagined
himself as a plant • Einstein imagined
traveling at the speed of light
• Montessori imagined herself as a child
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Tool 5: Change Your Point of View
• Imagine yourself as a teenager in West Texas deciding whether or not to keep an unintended pregnancy
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Tool 6: Broadening Your Perspective • Ancel Keys: Father of
the Mediterranean Diet • Expanded his research
network to create the first international comparisons of heart disease: Japan, Greece, Finland
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Tool 6: Broadening Your Perspective
• How can we provide more nutritious foods in America’s lunchrooms?
• How do we get America to eat better?
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Tool 7: Reversal
• Serendipity: a “happy accident” • Alexander Fleming: father of antibiotics • Joseph Goldberger: presence of
infection vs. absence of nutrient as the cause of pellagra
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Tool 7: Reversal • Medicine: Presence of disease • Public Health: Absence of disease
• Implications for obliviousness to absence • Hard to get people excited • Hard to get compliance
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Tool 8: Reorganization and Rearrangement
• Functional fixedness: a particular object implies a particular use
• Candle experiment: attach the candle to the wall
Candle Book of matches Box of thumbtacks
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Tool 8: Reorganization and Rearrangement
• Combining disciplines • Nanoparticle engineers and
pharmacologists to create new systems for drug delivery
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Tool 8: Reorganization and Rearrangement
• How might you design a neonatal incubator for developing, resource-poor settings?
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Tool 9: Brainstorming Group
DARPA: RED BALLOONS Challenge: Ten 8 foot high, fixed bright red weather balloons at random locations around the U.S. $40,000 to the first person or team to find all 10 balloons.
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• “C” Factor • Groups performance on wide range of
intelligence tasks • Not strongly correlated with individual
intelligence • Correlated with social sensitivity (e.g.,
inclusiveness) of group
Woolley, Science 2010
Tool 9: Power of Groups
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Tool 9: Brainstorming Group
• Generates > 100 ideas/hour • Divergent thinking first • Convergent thinking next
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Harmonizing • Idea Generation and the
Scientific Method
Hypothesis Expectation
ObservationInference
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Define the problem
Gather information
Separate raw inputs from frames
Generate alternative, original ideas
Converge on most useful insights/hypothesis
Develop action plan to test hypothesis
Stepwise Harmonization
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Death: scary, sober, mysterious
Approach with awe,
fear
Few people have advance
directives
Thinking Inside the Box
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• Death and taxes Ø Tax form for advanced directives
Thinking Outside the Box
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Summary Innovative thinking can be taught
Key is thinking outside frames
Tools include:
Alternative framing and metaphors
Kenner observation
Awareness of cognitive biases
Analogy
Expansion
Reversal
PO
Etc
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