Seeking Triz For Services

Seeking TRIZ for Services
Beyond SCAMPERING to a new idea
Susan Abbott
Mindcamp 2009

SCAMPERing …
works well for general idea generation
Substitute
Combine
Adapt
Rearrange or reverse
Magnify
Eliminate or minify
Put to other uses

TRIZ = Theory of Inventive Problem Solving
A systematic method for finding inventive solutions to problems.
GenrichAltshuller

At the core of the system:
40 Inventive Principles …
generic strategies for inventive problem-solving
#1 Segmentation
A. Divide into parts
B. Make object easy to assemble or disassemble
C. Increase the degree of fragmentation

39 Features or Parameters …
things you would like to modify

Actively seek to define contradictions in features
Example: StrongerWeight
Principle #40
Change from uniform to composite materials

“Essence of TRIZ in 50 words”
“Recognition that technical systems evolvetowards the increase of idealityby overcoming contradictionsmostly with minimal introduction of resources.
Thus, for creative problem solving,TRIZ provides a dialectic way of thinking,i.e., to understand the problem as a system,to image the ideal solution first, andto solve contradictions.”
Toru Nakagawa, TRIZ Journal, 2001

Some TRIZ advocates claim the 40 inventive principles cover all business innovations …
Principle #4 – Asymmetry
Examples:
360% appraisals
Shift away from calendar-influenced sales biasin greeting card industry
Darrell Mann + Ellen Domb, TRIZ Journal, 1999

Emotions
Service processes
People
Product / service
Customer experience
Perceived value
Customer environments

Forget purity …
… focus on success

Let’s keep the baby…

Keep principles that add value …
Ignore the ones that feel awkward …

Expand the parameters and features …
Keep some standard operators…
Look for new generic strategies (aka inventive principles)…

Take one from Column A, and one from Column B …

Generic Strategy #1:
Change the sequence of events
Traditional Food Service
Fast Food
Williams
 Welcome
Sit
 Order
 Receive drinks / food
Eat
Pay bill
 Welcome
 Order
 Pay
 Receive drinks / food
Sit
Eat
 Welcome
Order
Pay
Sit
Receive drinks / food
 Eat

Shift work to / from the customer
Fast Food
Williams
Staff does it all
Provides menus
Prepares
Plates
Carries
Serves
Menu is poster
Customer carries food
Customer puts drinks in cup
Customers bus tables
Middle solution
Menu is poster
Customer carries drinks
Staff delivers some items

Increase/decrease customization/advice
Fast Food
Williams
Expert staff
Advice on food and wine
Customized ingredients + presentation is possible
“Specials”
Fixed options
Low skill level
Template interactions: “fries with that?”
“hold the pickle” punished by long wait
Moderate skill level
Some customization for fresh-made items

Like classical TRIZ, we still want to …
identify the resources available in the system
describe design criteria(ideal states in TRIZ)
and surface contradictions …

We need to keep innovating our innovation

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Seeking Triz For Services

by Susan Abbott on Sep 13, 2009

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