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CREATE Project
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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
Basic Basic principlesprinciples
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.:
DefinitionsDefinitions
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
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
INTERNAL/EXTERNAL VARIABLES MATRIX
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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INTERNAL/EXTERNAL VARIABLES MATRIX
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
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
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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
DefinitionsDefinitions
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
… think aboutwhat has been
thought
… think aboutwhat has been
thought
Attribute
2.
3.
4.
1.
Control
Basicprinciples
Definitions
Casestudy
OperativePrescriptions
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
DefinitionsDefinitions
Attribute
2.
3.
4.
1.
Control
Basicprinciples
Definitions
Casestudy
OperativePrescriptions
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
Operative Operative prescriptionsprescriptions
Attribute
2.
3.
4.
1.
Control
Basicprinciples
Definitions
Casestudy
OperativePrescriptions
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
OperativePrescriptions
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
?
Case Case studystudy: a : a chairchair (2/4)(2/4)
Attribute
2.
3.
4.
1.
Control
Basicprinciples
Definitions
Casestudy
OperativePrescriptions
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)
??????
Case Case studystudy: a : a chairchair (3/4)(3/4)
Attribute
2.
3.
4.
1.
Control
Basicprinciples
Definitions
Casestudy
OperativePrescriptions
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
Case Case studystudy: a : a chairchair (4/4)(4/4)
Attribute
2.
3.
4.
1.
Control
Basicprinciples
Definitions
Casestudy
OperativePrescriptions
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
OperativePrescriptions
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
OperativePrescriptions
Applicationexample
Replacement
Displacement
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3. 3. DisplacementDisplacement templatetemplate
Attribute
2.
3.
4.
Replacement
1.
Displacement
Control
Basic Basic principlesprinciples
Operative Operative prescriptionsprescriptions
Case Case studystudy
Basicprinciples
OperativePrescriptions
Casestudy
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3. 3. DisplacementDisplacement templatetemplate
Attribute
2.
3.
4.
Replacement
1.
Displacement
Control
Basicprinciples
OperativePrescriptions
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
OperativePrescriptions
Casestudy
Operative Operative prescriptionsprescriptions
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 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
OperativePrescriptions
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
Basic Basic principlesprinciples
Operative Operative prescriptionsprescriptions
Case Case studystudy
Basicprinciples
OperativePrescriptions
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
OperativePrescriptions
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1. List internal components
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
Operative Operative prescriptionsprescriptions
Attribute
2.
3.
4.
1.
Control
Basicprinciples
Casestudy
Replacement
Displacement
OperativePrescriptions
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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
OperativePrescriptions
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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
OperativePrescriptions
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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)
Example 2: anti-UVA shampoo (2/3)
Attribute
2.
3.
4.
1.
Control
Basicprinciples
Casestudy
Replacement
Displacement
OperativePrescriptions
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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
Example 2: anti-UVA shampoo (3/3)
Attribute
2.
3.
4.
1.
Control
Basicprinciples
Casestudy
Replacement
Displacement
OperativePrescriptions
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CONTACTS:CONTACTS:
Krsto Pandža: krsto.pandza@uni-mb.si
Iztok Palčič: iztok.palcic@uni-mb.si
Marjan Leber: marjan.leber@uni-mb.si
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