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SourceHOV Proprietary & Confidential 1 2 Industry Insight SourceHOV Presentation by Umashankar R

Sit method

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Page 1: Sit method

SourceHOV

Proprietary & Confidential

12

Industry In-sight

SourceHOV

Presentation by

Umashankar R

Page 2: Sit method

Systematic Inventive Thinking

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What is Systematic Inventive Thinking (SIT) ?

• Systematic Inventive Thinking (SIT) is a thinking method developed in Israel in the mid-1990s.

• Derived from Genrich Altshuller's TRIZ engineering discipline, SIT is a practical approach to creativity, innovation and problem solving, which has become a well known methodology for Innovation.

• At the heart of SIT’s method is one core idea adopted from Genrich Altshuller's TRIZ which is also known as Theory of Inventive Problem Solving (TIPS): that inventive solutions share common patterns.

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Creativity

• Relating to or involving the use of the imagination or original ideas to create something.

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Innovation

• The process of translating an idea or invention into a good or service that creates values or for which customers will pay.

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Problem Solving

• The process of finding solutions to difficult or complex issues

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History of the SIT Methodology

o SIT deals with two main areas of creativity: Ideation of new ideas and Problem solving

o In the 1970s, researchers from the field of Cognitive Psychology established a quantitative yardstick for measuring creativity: the creative person was defined as someone with a large flow of ideas.

o A high rate of ideas per unit of time was considered an indication of creativityo This approach led to a series of methods for developing creativity based on the

assumption that a quantitative increase of ideas will necessarily bring about a qualitative improvement

o Such widely known methods as brainstorming, Synectics, random stimulation and lateral thinking (identified with Edward de Bono) can be traced to this approach

o This organized or structured approach to idea generation is the starting point for Systematic Inventive Thinking.

Overview - The Creativity Debate

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Genrich Altshuller

| Father of TRIZ | A Russian engineer | Analyzed over 200,000 patents | Identified 40 common inventive principles of his unique formula, named TRIZ |

The TRIZ HeritageGinadi Filkovskystu

| One of Altshuller's students |

1970, Migrated to ISRAEL

Joined Open University in Tel Aviv and began

teaching TRIZ

Roni HorowitzJacob Goldenberg

Two Ph.D. students from University joined Filkovsky, focusing their research on developing and simplifying the TRIZ methodology

Found SIT

Thinking Tools

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TOOLS DEFINITION EXAMPLE

Remove an essential component from a product and find uses for the newly envisioned arrangement of the existing components.

SIT Thinking Tools

Assigning a new and additional task to an existing resource

Adding to a product a component of the same type as an existing component in the product, but changing the copy in some way.

Dividing the product and/or one of its components and rearranging them in time or space.

Creating a new relationship or eliminating an Existing relationship between two variables of a product.

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TOOLS DEFINITION EXAMPLE

Remove an essential component from a product and find uses for the newly envisioned arrangement of the existing components.

SIT Thinking Tools

Assigning a new and additional task to an existing resource

Adding to a product a component of the same type as an existing component in the product, but changing the copy in some way.

Dividing the product and/or one of its components and rearranging them in time or space.

Creating a new relationship or eliminating an Existing relationship between two variables of a product.

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SIT in Universities and Business Schools

SIT is taught in numerous Universities and Business Schools worldwide. The methodology is most often taught through programs on Innovation; Business Administration; Marketing; Organizational Development; Leadership; Management Studies.

Bar Ilan University Ben-Gurion University of the Negev Brigham Young University Columbia University Duke University Hebrew University of Jerusalem INSEAD London Business School National University of Singapore Tel Aviv University Universidad de Los Andes Bogota University of Cincinnati University of North Carolina at Charlotte Wharton Business School

Bar Ilan University

INSEAD

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AHAVA Dead Sea Laboratories

Case studies

o AHAVA Dead Sea Laboratories is a world leader in the mineral based cosmetics industry, functionalizing the effects of the unique natural elements found in the Dead Sea.

o AHAVA has been working with the SIT method for two years and the tools can be identified in many of the company's recent patent registrations.

Gentle Body Exfoliatoro The body's moisture is utilized for the task of

activating the cosmetic's ingredients, AHAVA was able to produce the product without adding water.

o Therefore, when applied, the product is of a rough texture, removing dead skin cells from the surface.

o However, the cosmetic, with the help of the body‘s moisture, shortly dissolves into the skin, to nourish it with the Dead Sea minerals

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o A second AHAVA patent, a Purifying Mud Mask, demonstrates SIT's Attribute Dependency tool.

o Attribute Dependency involves the creation of new relationships between the different variables of a product or its immediate environment.

o Innovative ideas are often generated by creating new dependencies where they may not currently exist or by modifying or dissolving dependencies where they do.

o The Purifying Mud Mask product is applied as a typical mud mask, but does not retain that function over time.

o In fact, the mask undergoes a chemical process that changes it into a "peeling" to remove dead skin. Unlike most 2-in-1 products that have multiple functions at the same time, this product.

Purifying Mud Mask

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Company Vitco / Unilever AHAVAMain Innovations and the SIT tool applied

SubtractionClothes refresher – a detergent with very little active ingredient used for "refreshing" non-soiled clothes.

MultiplicationCosmetics enriched with metals to increase the blood flow Task Unification Gentle Body Exfoliator Using the body's own moisture to melt the active ingredients through emulsification Attribute Dependency Purifying Mud Mask A mask that undergoes a chemical process that changes it into a "peeling" to remove dead skin

Success in the market

The product was never introduced to the market by Vitco. However, a similar product created a completely new category, but needed to wait 4 years until it was launched by Procter & Gamble.

Three innovative patented or patent pending products. Considered to be a success based on the innovation criterion of surviving for at least 12 months on the shelf.

Main learnings from the case study

1. The process forces people to think counter-intuitively. 2. Oftentimes innovative ideas exist within companies, but are never launched to the public. Of the most important determining factors is the organizational situation.

1. Applying different thinking tools to the same starting point yields completely different concepts. 2. As can be seen with the metal-enriched cosmetics, sometimes there is no need for a completely new product. It can be just as powerful to make a small adaptation to an existing product .

A Comparison of the Two Case Studies

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