Presentation by Serdar Temiz, PhD Candidate at KTH Royal Institute of Technology (Sweden), at the FogGuru Opportunity Recognition training.

1. Systematic Value Creation
Serdar Temiz,
www.serdartemiz.com
www.eitacademy.com
@serdar_temiz
The Opportunity Recognition Module - 2019

2. What did these companies have in
common when they first started?
They started out aiming for small
targets, solving specific problems
for a specific customer
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3. Idea Generation - Criteria
• Problem-Segment-Offering (PSO) model
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The
Problem/need
customers face
”Offering” –
a new value
proposition
An identified
market
Segment
What?
For
Who?
Why?

4. Needs
• Is there a new Value Proposition (satisfaction
of needs)
• Jobs to get done
• Problems to solve
• Feelings
• Does it enable customers to do something:
• New, or
• In a new context, or
• With improved customization, convenience or
cost
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5. Market Segments
• Who is the customer!?
• Who is not our customer!?
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OR

6. Offering
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• Right functions
• Right format (solution)
• Right revenue model

7. Systematic Inventive Thinking
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Source: Goldenberg, Horowitz, Leavy & Marurski, 2003, Finding Your Innovation Sweetspots
• Creativity is facilitated by
boundaries and structures
• A disciplined approach to idea
generation

8. Approaches to Product Ideas
• List the essential elements of your product
• Variation of product attributes (especially functions)
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- Subtraction: Remove a key element
- Multiplication: Copy a key element
- Division: Dividing a products into
components
- Task unification: assign new task to
existing element
- Attribute dependency change: create
new dependencies or break old ones up
Source: Goldenberg, Horowitz, Leavy & Marurski, 2003, Finding Your Innovation Sweetspots
Russian engineer
Genrich Altshuller

9. Division: Dividing a products into components
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10. Example Multiplication
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11. Example Multiplication
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12. Task unification: assign new task to existing element
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13. How Bedouins / Badawis use their camel?
Example Task Unification
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15. Example Attribute dependency change
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16. Attribute dependency change: create
new dependencies or break old ones up
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17. Attribute dependency change: create
new dependency
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18. Attribute dependency change: create
new dependency- limited
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19. Prediction Game: What is the value of this
phone?
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20. Subtraction: Remove a key element
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22. Can we subtract more?
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24. Is it enough ? Can we
subsract more?
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29. What's Included:
•Air
•NoPhone Air retail packaging
What's Not Included:
•Texting Your Ex-Boyfriend or Ex-
Girlfriend
•Location Tracking
•Browsing History
•Data Overages
•Dead Batteries
•Phone
Warranty:
The NoPhone has no warranty and is not
intended to be used for anything.
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31. Idea Generation - Criteria
• Problem-Segment-Offering (PSO) model
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The
Problem/need
customers face
”Offering” –
a new value
proposition
An identified
market
Segment
What?
For
Who?
Why?
Gap between a current
state and an (unspoken)
future state
The Product/ Service, the
price and a revenue
model
Identifiable, similar needs,
reachable and react in the
same way on marketing
activities

32. To think about....
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33. This training material is part of the FogGuru project that has received funding from the European Union’s
Horizon 2020 research and innovation programme under the Marie Skłodowska-Curie grant agreement
No 765452. The information and views set out in this material are those of the author(s) and do not
necessarily reflect the official opinion of the European Union. Neither the European Union institutions and
bodies nor any person acting on their behalf may be held responsible for the use which may be made of
the information contained therein.