1 Innovation Inside the Box A systematic approach to gain insights. Drew Boyd
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1
Innovation Inside the Box
A systematic approach to gain insights.
Drew Boyd
a myth!thinkoutside the box
"As usual, for these co-written things, John often had just the first verse, which was always enough: it was the direction, it was the signpost and it was the inspiration for the whole song. I hate the word, but it was the template." Paul Mccartney
Systematic Inventive Thinking is
an innovation method developed by
Dr. Jacob Goldenberg (Columbia
University).
Innovation follows a set of
patterns that can be reapplied to
any product, service, or process.
THE METHOD
Surprisingly, most innovative products
follow one of only five patterns.
The
elimination of
core
components
rather than
an addition of
new systems
and functions
Subtraction Task Unification Multiplication DivisionAttribute
Dependency
The
assignment of
new tasks to
an existing
resource
within the
vicinity of the
problem
A
multiplication
of elements
already
existing in the
product along
with a
qualitative
change
The division of
a product
and/or its
components
either
physically or
functionally
The
creation/remo
val of
dependencies
between
existing
product
properties
PROBLEM SOLUTION
SOLUTION PROBLEM
Function followsform
What do these items have in common?
16
Subtraction
1. List internal components
2. Remove one essential component
3. Visualize the resulting virtual product
4. Identify potential user needs
5. If necessary, replace function with something
from the Closed Word
6. Modify new product to improve it
17
19
1.Screen
2.Keyboard
3.Rx
4.Software
5.CPU
6.Backup battery
Using SIT for
Marketing
Research:
The Voice of
the Product
The
Multiplication
Technique
The Attribute Dependency Technique
23
“People are very open-
minded about new things–
so long as they are exactly
like the old ones.”
The Division
Technique
The Attribute Dependency Technique
The Task
Unification
Technique
27
To Summarize
• Think of SIT as an “insight generator.”
• SIT forces you to create combinations and
configurations that your mind is not likely to
create on its own.
• SIT helps you find and break fixedness that
both you, the marketer, and the consumer
have.
Inside the BoxA proven system
of creativity
for breakthrough results
by Drew Boyd and Jacob
Goldenberg
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