JG:Professor of Marketing at the School of Business Administration at the Hebrew University of Jerusalem and a visiting professor at the Columbia Business School
DB:He spent 17 years at Johnson & Johnson in marketing, mergers and acquisitions, and international development. Today, he trains, consults, and speaks widely in the fields of innovation, persuasion, and social media. He is the executive director of the Master of Science in Marketing Program and assistant professor of Marketing and Innovation at the University of Cincinnati
Innovation buzzword and cliches
distribute Innovator survey.
ask participants to discuss each picture and share their observations.
ask people in group of two to come up with a product less than $100. First ask them to remove the most important component of it. Then tell them to sell the virtual product because company just produced 5,000 of those.
Ask everyone to draw three lines on a piece of paper without looking at each other work.
Closed World (principle)
The Closed World condition dictates that when we
come to invent something new, we make use only of
elements existing in the product.
its immediate environment.
Creativity thrives under constraints
Structural Fixedness is the tendency to view
objects as a whole; as a gestalt.
This often makes it difficult to imagine how
the product could be reorganized to look
monolithic v.s. modular
Functional fixedness is a
cognitive bias that limits a person
to using an object only in the way
it is traditionally used.
Karl Duncker’s Candle Experiment
Kid’s chair suspended from table (no legs)
New Restaurant ActivityLet’s practice
1. List the product’s components. 6. Identify possible challenges and come up with initial
thoughts on ways to overcome them.
2. Choose an essential component
★ Hold your judgements !
7. Adjust the new product accordingly.
3. Subtract it together with its function (as is). 8. Describe the result in detail.
4. Visualize the resulting form i.e. Virtual Product – use
words or a sketch.
9. Subtract the same component and replace its function
by using an element from the Closed World.
5. Identify benefits, advantages and values for potential
Iterate steps 5--8. Iterate steps 2--10 with a different
Note: remember to follow the path of most resistance.
The idea in Task Unification is to assign a new task to
an existing resource. Using Task Unification is a
great way to overcome functional fixedness.
Cultures that are poor in resources are likely to adopt
the Task Unification mind-set.
Air Cooled VW Beetle
oil refinery example
The idea in Multiplication is to create one or more copies of a product’s
component. Change the copy in some way to create new possibilities and
add it to the original.
The two keywords for this tool are:
★ More: add more copies of something that exists in the product
★ Different: change those copies according to some parameter.
The idea in Division is to divide the product and/or one or more of its
components and then rearrange them to form a new product.
Division can help us overcome Structural Fixedness, since it forces us to
consider different structures, either on the level of the product as a whole or on
the level of an individual component.
The basic principle underlying this tool is creating and dissolving
dependencies between variables of a product.
In Attribute Dependency we work with variables rather than components (as
we did when working with the other tools).
A variable is, obviously, something that varies; something that has the potential
to change values. They are easy to identify as parameters that can change
within a component or product.
Color changing toothbrush with usage.
Color changing beer cans with temperature.
Rain sensing car wipers.
Systematic Inventive Website www.sitsite.com
Book. Inside the Box.www.insidetheboxinnovation.com/
View presentation at bit.ly/sitwithsaym