virtual product

/Tag:virtual product
­

The 1st of 5 Dominant Patterns in Innovation – Subtraction

Up to 70% of successful innovations can be explained by a mere five fundamental underlying patterns.

Scientific research has led to identifying these five patterns and the development of an ideation method called Systematic Inventive Thinking, or SIT. The method has proven to be very valuable to companies around the world and many new products, services and business models have been generated by its users.

In this series of articles we will explain each of the five patterns illustrated with many examples and we will discuss the underlying principles of the method. Applied systematically, the approach will help you generate creative ideas for innovation on-demand.

When thinking about innovation, people generally like to add functionality to a device or complement a business model with extra services. Even though this approach had led to great new products and services, it typically generates only incremental benefits that come at substantial costs. One of the five dominant patterns in innovation is about doing the exact opposite. We call this pattern Subtraction.

The Subtraction technique is all about removing components from a product, a service or a business model. By eliminating something from the existing product configuration, we are creating a new product that could generate value. So we take away a component of the product, but not just any component. Not just a little screw of a machine or a single TV channel in a cable service. No, we remove something essential, something that we have always considered fundamental.

Think about a kitchen stove for a moment. What would be the most essential component of this product? The gas burners, right? Now let’s boldly remove those. That’s what we do when we apply the Subtraction technique.

When we use any of the five SIT-patterns, we always start by creating a list of the essential components of the product. Then we select a component and mentally remove it from the product. What we get is a virtual product, in our case a “gas burner-less kitchen stove”. The next step is to consider the potential benefits that this virtual product could have for our customers, for a specific market segment or in a certain geography. What problems could it potentially solve? If we do find benefits, it means that our virtual product has potential value and we can take it a step further. If we do not find any benefits, we simply move on, select another component […]

By |October 17th, 2016|2016, Blog|0 Comments

The 5 dominant patterns in Innovation

What does the majority of successful innovations have in common? Desirability, uniqueness, functionality? Perhaps. But did you know that these innovations are based on just five distinctive underlying patterns? That’s correct, only a handful of patterns accounts for the largest chunk of innovations that have achieved success in the marketplace.

Does that mean that creative ideas and innovations are predictable? To a certain extent they are.

So, if systematic patterns can be found in up to 70% of successful innovations, why not actively apply those very patterns in the process of idea generation for innovation? That would make perfect sense. Not only does this generate a lot of new and creative ideas, it also implies that the new ideas for products, services or business models that we come up with, ultimately will have a higher likelihood of successful market introduction.

Ground-breaking academic research has led to identifying these five patterns and the development of an ideation method called Systematic Inventive Thinking, or SIT. The method has proven to be very valuable to companies around the world and many new products, services and business models have been generated by its users.

The method is intuitive and counter-intuitive at the same time, it’s easy to use and it generates great results if applied systematically and rigorously. Even on a Monday morning at 8 am. Imagine how that could impact your organization!

In the upcoming articles we will explain each of the five patterns illustrated with many examples and we will discuss the underlying principles of the method. To give you a taste of what’s ahead, here are the five patterns and some real-life examples to help bring them alive.

Subtraction

apple-ipod-touch

Check out this example of the Subtraction pattern here

 

Division

philips-usb

Check out this example of the Division pattern here

 

Multiplication

bodum-espresso-cup

Check out this example of the Multiplication pattern here

 

Task Unification

defender 24/7

Check out this example of the Task Unification pattern here

 

Attribute Dependency

nike-transitions

Check out this example of the Attribute Dependency pattern here

FlyWheel Business is expert on Systematic Inventive Thinking (SIT). Interested to […]

By |October 10th, 2016|2016, Blog|0 Comments

Creativity Consulting & Systematic Inventive Thinking

Fragment of interview on Creativity and Innovation Consulting with Rotterdam School of Management/Erasmus University (www.rsm.nl) as part of the Innovatio

By |September 29th, 2016|2016, video|0 Comments

Stop listening to the Voice of the Customer in innovation

Do your customers know what they want? Do they have any idea what their needs will be in the future? Can they tell you what it is that they are willing to pay for?

Suppose you have a business manufacturing high-quality leather wallets and you would like to innovate your product. You start by asking your customers how they will be using the wallet in the future and what changes they would like to see. The feedback you get might vary from using a more premium type of leather, to space for more credit cards or a slimmer design. If you would base your innovation only on this, your sales could plunge or you could go out of business entirely.

The problem is that people typically cannot see a wallet having another function than containing cash and cards, nor can they imagine another way of storing cash and cards unless presented with it. That’s just how the human mind works, a condition of cognitive bias or functional fixedness.

How often have you come across a product or a service thinking: “This is so great, if only I could have had this years ago”. Did no one ask for it? Apparently not, or not enough. How many people have asked Apple back in 2006 before the introduction of the iPhone: “Hey, I want an iPhone and I am willing to pay a lot of money for it”?

mic

Let’s move away from listening to the Voice of the Customer as the first step in the innovation process. Instead, we should consider the Voice of the Product. What could the product itself tell us? What virtual products or services could we think of if we would cleverly manipulate the existing situation? And only at this point in the process we check back in with our customers to see if it could be of value to them.

Circling back to the wallet. How about we change the shape of the wallet and turn it into a smartphone cover? Can we find any benefits in doing this? We certainly can. How much cash are people carrying nowadays? What about the trend towards mobile banking and mobile payments? How many credit, debit and loyalty cards will we keep carrying around in our wallet? What will the content of the wallet of the future be: cards or a smartphone? […]

By |March 24th, 2015|2015, Blog|0 Comments