Don‘t look for needs to fill them. Create a need that only you can fill!

1. WWW.FLICKR.COM/PHOTOS/38484818@N08/3714711251

2. Ovid, Metamorphoses
permanent.
There is nothing in the whole world which is
being with a changing nature;
Everythin g flows onward; all things are brought into
ent.
the ages themselves glide by in constant movem

3. CHANGE
often occurs not slowly and incrementally but discontinuously and in big leaps. The arch, the pulley, the compass, eyeglasses,
moveable type, the steam engine, the cotton gin, asphalt, the Model T, elevators, structural steel, the atomic bomb: these are
inventions whose impact has extended far beyond the activities for which their creators built them. Ultimately, the havoc they
visited on social, political, and economic systems has outweighed the impact of their intended usage.
HTTP://WWW.EBBEMUNK.DK/KILLER_IFRAMES/KILLER_APP.HTML
WWW.FLICKR.COM/PHOTOS/VISBEEK/2242177289

4. Until the 21st Century,
the history of invention and innovation
was a history of killer apps.
A killer app is a new good or service that establishes an entirely new category and, by being first, dominates it, returning several hundred percent
on the initial investment. The personal computer, electronic funds transfer, and the first word processing program are all examples of killer apps.

5. 50 years ago,
developing break-through innovation
seemed to be comparably easy.
HTTP://DCMEMORIES.COM/50_0903POSTNEWTVWEEK.JPG

6. HTTP://WWW.RECHENKASTEN.DE/VARIOUS/BROTHER_PROCAL_514/BROTHER_PROCAL_412_BEDIENUNGSANLEITUNG_2_BIG.JPG
Because
products were easy.

7. And the world
was, too.
Interesting Facts about Th
e 1950’s
A Dog named Laika be 12" records cost $4.85
came the first live anim .
al to enter space.
A Ford car cost $1339-
$2262.
A loaf of bread cost 14
cents.
A new house cost $14,5
00.
A postage stamp cost
3 cents.
Castro became dictator
of Cuba.
CBS begins broadcastin
g in color.
Gas was 20 cents a ga
llon.
Hula Hoops became po
pular.
Legos were introduced
McDonalds corporation .
founded.
Pillsbury and General Mi Milk was 82 cents a ga
lls began offering prep llon.
ared cake mixes.
The average income wa
The color television set s $3,216 a year.
was introduced in the
The first atomic Submari USA.
The first hydrogen bomb ne was launched.
was ordered by preside
nt Harry Truman.
The first modern credit
card was invented.
The first photocopying
The first self-service ele machine was created.
vator is installed by Otis
Elevator in Dallas.
The population of the wo
rld was 2.52 billion
The TV remote control
was invented.
Unemployment was 5.3
%
WWW.FLICKR.COM/PHOTOS/27334278@N05/4093202275

8. Today, the world has
become complex. In 2008, about 40 exabytes (that’s 4.0 x 1019) of unique new information were
generated worldwide. That’s estimated to be more than in the previous 5,000 years.
The amount of new technical information is doubling every 2 years.
It’s predicted to double every 72 hours by 2010.
HTTP://WWW.BERGOIATA.ORG/FE/ESCHER-LEGO/MC.ESCHER_IN_LEGO.JPG

9. And so are products.
HTTP://WWW.GUENTHOER.DE/DOKU/DOKU-PANASONICTR1030P.GIF

10. And innovation,
of course.
HTTP://WWW.DUBBERLY.COM/CONCEPT-MAPS

11. The key to future success lies in
reducing complexity.

12. And in
foreseeing the future.

13. the future?
HTTP://WWW.WALLPAPERBASE.COM/WALLPAPERS/3D/SCIENCEFICTION/SCIENCE_FICTION_7.JPG

14. the future?
HTTP://WWW.WALLPAPERBASE.COM/WALLPAPERS/3D/SCIENCEFICTION/SCIENCE_FICTION_9.JPG

15. the future?
HTTP://WWW.WALLPAPERBASE.COM/WALLPAPERS/3D/SCIENCEFICTION/SCIENCE_FICTION_6.JPG

16. the future?
The best way to predict the future is to invent it. This is the century in which you can be proactive about
the future; you don't have to be reactive. The whole idea of having scientists and technology is that those
THINGS YOU CAN ENVISION AND DESCRIBE CAN ACTUALLY BE BUILT. Alan C. Kay
HTTP://WWW.WALLPAPERBASE.COM/WALLPAPERS/3D/SCIENCEFICTION/SCIENCE_FICTION_6.JPG

17. Again:
THINGS YOU CAN ENVISION AND
DESCRIBE CAN ACTUALLY BE BUILT.

18. It‘s staggering how much of
what we do today is last generation‘s
science fiction.Dean Kamen, inventor of the Segway

19. SOME EXAMPLES...

20. Science-Fiction predictions that came true
Common technologies – predicted by some of the world’s most famous authors
WWW.AC-NANCY-METZ.FR/ENSEIGN/ANGLAIS/HENRY/SCUBA-DIVER.JPG
SCUBA DIVING
as imagined by Jules Verne in '20,000 Leagues Under The Sea' (1875)
Although diving gear was nothing new, even in 1875, it was then only possible through a pipe to the surface and
a semi-rigid suit. Captain Nemo introduces Arronnax to a portable system of diving in which air is compressed
into a tank that is then ‘fixed on the back by means of braces, like a soldier’s knapsack.’ The progression of the
aqualung continued through the early part of the 20th century, but was not perfected until the 1940s.
WWW.TODAYSTEN.COM/2007/03/10-PREDICTIONS-THAT-CAME-TRUE.HTML

21. Science-Fiction predictions that came true
Common technologies – predicted by some of the world’s most famous authors
WWW.TODAYSTEN.COM/2007/03/10-PREDICTIONS-THAT-CAME-TRUE.HTML
TEST-TUBE BABIES as imagined by Aldous Huxley in 'Brave New World' (1932)
Brave New World is one of the most famous glimpses into an imagined future, and author Aldous Huxley’s imagination
conjured up a world where the population is not born naturally but from a machine, where their genes can be
perfected and the nutrition controlled. This pre-dates the arrival of so-called test tube babies, where the egg is
fertilised outside of the body, by some 46 years – although in reality a human is still needed for the pregnancy, which
means you'll have to hold off on suggesting a test-tube baby's star sign is Pyrex...
FC01.DEVIANTART.COM/IMAGES/LARGE/INDYART/ANIME/THE_TEST_TUBE_BABIES.JPG

22. Science-Fiction predictions that came true
Common technologies – predicted by some of the world’s most famous authors
ROBOTS
as imagined by Karel Capek - 'Rossum’s Universal Robots' (1920)
There are links to mechanical servants traceable back to Greek Mythology and the legend of Pygmalion, but
the first use of the word robot in its modern usage comes from Capek’s play R.U.R – the root is from the
Czech word ‘robota’ which means drudgery, although the author kindly gave credit to his brother Josef who
had suggested the term.
WWW.TODAYSTEN.COM/2007/03/10-PREDICTIONS-THAT-CAME-TRUE.HTML
WWW.INNOVATIONJOURNALISM.ORG/DOER/UPLOADED_IMAGES/ROBOT-750480.JPG

23. Science-Fiction predictions that came true
Common technologies – predicted by some of the world’s most famous authors
CCTV
as imagined by George Orwell in ‘1984’ (1949)
In one of the most famous dystopian imaginings, George Orwell plunged his character Winston into a
world of paranoia and suspicion, watched over by the sinister Big Brother. First published back in
1949, Orwell pictured a life where the populace was watched over by telescreens, with nobody ever
sure if they were being watched. CCTV arrived as a means of watching the public in the 1970s, and
there are now an estimated four million cameras in the UK alone.
WWW.TODAYSTEN.COM/2007/03/10-PREDICTIONS-THAT-CAME-TRUE.HTML
IMG.ARCHIEXPO.COM/IMAGES_AE/PHOTO-G/BLACK-AND-WHITE-CCTV-MONITOR-46520.JPG

24. Science-Fiction predictions that came true
Common technologies – predicted by some of the world’s most famous authors
THE SCREENSAVER
as imagined by Robert Heinlein in 'Stranger in a Strange Land' (1961)
Heinlein talks of a television screen ‘disguised as an aquarium’ in his book Stranger in a Strange land, with
guppies and tetras swimming around, describing the now familiar site of a computer screen with fish
floating serenely across it. Screen savers were brought in to stop an image being burnt on to a screen,
and even the advent of monitors much more resistant to this problem has not really curbed their usage.
WWW.TODAYSTEN.COM/2007/03/10-PREDICTIONS-THAT-CAME-TRUE.HTML
WWW.WINSUPERSITE.COM/IMAGES/REVIEWS/WXP_PLUS_028.GIF

25. Science-Fiction predictions that came true
Common technologies – predicted by some of the world’s most famous authors
THE INTERNET
as imagined by Mark Twain in ‘From the London Times of 1904’ (1898)
WWW.TODAYSTEN.COM/2007/03/10-PREDICTIONS-THAT-CAME-TRUE.HTML
WWW.FLICKR.COM/PHOTOS/DULLHUNK/2053007240
"The improved 'limitless-distance' telephone was presently introduced, and the daily doings of the globe made visible to
everybody, and audibly discussable too, by witnesses separated by any number of leagues." A little bit more a stretch for
this one, but back in 1898, Twain wrote of a global communications network called
the telelectroscope that you could see and hear through – pretty good going for the
19th Century! The Internet, or at least the American military precursor to it named
ARPANET (Advanced Research Projects Agency NETwork), was first brought about
in 1969, as a way of keeping lines of communication open in the event of a major
attack during the Cold War.

26. Science-Fiction predictions that came true
Common technologies – predicted by some of the world’s most famous authors
WWW.TODAYSTEN.COM/2007/03/10-PREDICTIONS-THAT-CAME-TRUE.HTML
THE VIDEO IPOD
as imagined by HG Wells in ‘When The Sleeper Wakes’ (1899)
Wells, the writer of some of the most important books in science fiction, came up with a device that
sounds almost exactly like a modern day media player such as a video iPod in his book ‘When The
Sleeper Wakes. His version was a flat square with a little picture that was ‘very vividly coloured.’ Not
only were the people on the screen moving, but they were conversing with clear small voices.
HTTP://BLOG.CHIP.DE/SCHNAEPPCHEN-BLOG/WP-CONTENT/UPLOADS/2007/09/APPLE-IPOD-NANO-FARBEN.JPG

27. AND SO ON...

28. Again:
THINGS YOU CAN ENVISION AND
*
DESCRIBE CAN ACTUALLY BE BUILT.
* This means: Companies need a tool to
connect innovation and imagination.

29. AIDA ARIZ Advantages, Limitations and Unique Qualities Algorithm of Inventive Problem Solving Alternative Scenarios
Analogies Anonymous Voting Assumption Busting Assumption Surfacing Attribute Listing Backwards Forwards Planning
Boundary Examination Boundary Relaxation BrainSketching Brainstorming Brainwriting Browsing Brutethink Bug Listing
BulletProofing Bunches of Bananas CATWOE Card Story Boards Cartoon Story Board Causal Mapping Charette Cherry
Split Chunking Circle of Opportunity Clarification Classic Brainstorming Collective Notebook Comparison tables
Component Detailing Concept Fan Consensus Mapping Constrained BrainWriting Contradiction Analysis Controlling
Imagery Crawford Slip Writing Creative Problem Solving - CPS Criteria for idea-finding potential Critical Path Diagrams DO
IT Decision seminar Delphi Dialectical Approaches Dimensional Analysis Disney Creativity Strategy Do Nothing Drawing
Escape Thinking Essay Writing Estimate-Discuss-Estimate Exaggeration Excursions F-R-E-E-Writing Factors in selling
ideas False Faces Fishbone Diagram Five Ws and H Flow charts Focus Groups Focusing Force-Field Analysis Force-Fit
Game Free Association Fresh eye Gallery method Gap Analysis Goal Orientation Greetings Cards Help-Hinder Heuristic
Ideation Technique Hexagon Modelling Highlighting Idea Advocate Idea Box Ideal Final Result Imagery Manipulation
Imagery for Answering Questions Imaginary Brainstorming Implementation Checklists Improved Nominal Group Technique
Interpretive structural modeling Ishikawa Diagram KJ-Method Keeping a Dream Diary Kepner and Tregoe method
Laddering Lateral Thinking Listing Listing Pros and Cons Metaplan Information Market Mind Mapping Morphological
Analysis Morphological Forced Connections Multiple Redefinition NAF NLP Negative Brainstorming Nominal Group
Technique Nominal-Interacting Technique Notebook Observer and Merged Viewpoints Osborn's Checklist Other Peoples
Definitions Other Peoples Viewpoints PDCA PIPS PMI Paired Comparison Panel Consensus Paraphrasing Key Words
Personal Balance Sheet Pictures as Idea Triggers Pin Cards Plusses Potentials and Concerns Potential Problem Analysis
Preliminary Questions Problem Centred Leadership Problem Inventory Analysis - PIA Problem Reversal Productive
Thinking Model Progressive Hurdles Progressive Revelation Provocation Q-Sort Quality Circles Random Stimuli Rawlinson
Which one?
Brainstorming Receptivity to Ideas Reframing Values Relational Words Relaxation Reversals RoleStorming SCAMMPERR
SCAMPER SDI SODA SWOT Analysis Sculptures Search Conference Sequential-Attributes Matrix Similarities and
Differences Simple Rating Methods Simplex Six Thinking Hats Slice and Dice Snowball Technique Soft Systems Method
Stakeholder Analysis Sticking Dots Stimulus Analysis Story Writing Strategic Assumption Testing Strategic Choice
Approach Strategic Management Process Successive Element Integration SuperGroup SuperHeroes Synectics
Systematic Inventive Thinking TILMAG TRIZ Talking Pictures Technology Monitoring Thinkx Thril Transactional Planning
Trigger Method Trigger Sessions Tug of War Using Crazy Ideas Using Experts Value Brainstorming Value Engineering
Visual Brainstorming Visualising a Goal Who Are You Why Why Why Wishing Working with Dreams and Images

30. WWW.FLICKR.COM/PHOTOS/28688905@N06/2727965034
Don‘t look for needs to fill them.
Create a need that only you can fill!
Today, a very widespread innovation approach is: to find a need and fill it. We don't get many new ideas out of
that because if you ask most people what they want, they want just what they have now, 10 percent faster, 10
percent cheaper, with 10 percent more features. It's kind of a boring way to predict the future. But if we look at
the big hitters in the 20th century, like the Xerox machine, like the personal computer, like the pocket calculator,
all of these things did something else. They weren't contaminations of existing things. They weren't finding a
need and filling it. They created a need that only they could fill. Their presence on the scene caused a need to be
felt, and almost paradoxically the company was there to create the need and fill the need. Nobody needed to
copy until the Xerox machine came along. Nobody needed to calculate before the pocket calculator came along.
When mini computers and micro computers came in, people said, "What do we need those things for? You can
do everything now on the mainframe." And the answer was, "Of course, you can do all those things on the
mainframe, but it's for all the extra things you can do that you wouldn't think of doing on the mainframe."
HTTP://WWW.ECOTOPIA.COM/WEBPRESS/FUTURES.HTM

31. 'Back from Future' Scenarios
Think yourself into a far future. A future with no physical or mental determinations. Create a world that appears wishful to you. Think people
into this world who feel pretty much in harmony with what they do and with how they do it. Use personas for a better understanding, and
start imagining their normal life before you focus on the areas connected with your business. Think what would be great, not what is
probable. Try to set yourself free from today‘s limitations. It is important that you write down your thoughts and ideas, and that you start to
construct a story because this helps your brain to free its creative capacities. Use all insights that you have about the future – social,
political and demographic developments, shifts in values, expected developments in the technology sectors, future studies and so on – to
substantiate your plot. Science fiction material – books, movies, sketches etc. – can help you dive into your future world. The resulting
scenarios are a good platform to think about possible challenges in the near future and opportunities on how to solve them.
WWW.BRYANAPPLEYARD.COM/BLOG/UPLOADED_IMAGES/DSC_0006_1-701891.JPG

32. Creating a need that only you can fill:
today near future far future

33. Creating a need that only you can fill:
1 creative future scenario planning
today near future far future

34. Creating a need that only you can fill:
1 creative future scenario planning
today near future far future
2 problem-oriented backwards thinking

35. Creating a need that only you can fill:
1 creative future scenario planning
today near future far future
3 future-oriented problem-solving
2 problem-oriented backwards thinking

36. ADVISES FOR
INNOVATORS
WWW.FLICKR.COM/PHOTOS/79748768@N00/266961775

37. Be investigative –
Explore the places where
future already happens.
VIEW.JPG
ES/LABS/BIG_ETSY_LABS_WIDE_
TEAM.ETSY.COM/PRESS/IMAG

38. MEDIA.PHOTOBUCKET.COM/IMAGE/FIFTH%20ELEMENT/KYSTERAMA/SCREENSNAPERIMAGE27COPY.JPG
Exploit science fiction –
Read SF books, watch SF movies,
explore virtual worlds.
School is certainly not about the future. If schools were future oriented, they would be full of classes in programming, multimedia literacy and creation,
astronautics, bioethics, genomics, and nanotechnology. Science fiction and fantasy literature would be a part of the curriculum, as representative of
alternative visions of the future.
MARC PRENSKY

39. Be courageous –
Even the strangest idea
will find its fans. HTTP://MES56.WORDPRESS.COM/2
009/01/22/LAND-OF-THE-FREE-BY-STEVE-SCHOFIELD
/

40. WWW.FLICKR.COM/PHOTOS/MAGICZNESEOISEM/4058589381
Be optimistic –
There is a market for
(almost) everything.

41. Be multifunctional –
Don‘t think in product
categories, think in
usage scenarios.
TOUCHGOLD.DE/BLOG/DO
WNLOADS/ITUNES8_1.JP
G
As the center of economic activity in the developed world shifts inexorably from industrial manufacturing to knowledge creation and service
delivery, innovation has become nothing less than a survival strategy. It is, moreover, no longer limited to new physical products but includes new
sorts of processes, services, interactions, entertainment forms, and ways of communicating and collaborating.
FROM THE BOOK CHANGE BY DESIGN BY TIM BROWN

42. Think global –
Prepare for the new
emerging markets.
Approximately a billion new consumers will enter the global marketplace in the next decade as economic growth in emerging markets pushes them beyond
the threshold level of 5,000 in annual household income – the point where people generally begin to spend on discretionary goods. The consumers spending
power in emerging economies will increase from 4 trillion today to more than 9 trillion in 2015. This is nearly the current spending power of Western Europe.
HTTP://WWW.SYMPOSION.DE/?CMSLESEN/Q0002050_25720101

43. WWW.FLICKR.COM/PHOTOS/30828227@N05/2888547968
Be cooperative –
Give your customers the
chance to co-create.

44. Be farsighted – PHOTOBUCKET.COM/IMAGE/FACEBOOK%20HEADQUARTER/VERRIFEN/FB2.JPG
Nurture an innovation
culture in your company.
Tricks from the designer's toolkit – user observations, brainstorming, prototyping, storytelling, and scenario building – are invaluable in building an
innovation capability, but taken by themselves they are rarely sufficient. Innovation has to be coded into the DNA of a company if there is to be large-
scale, long-term impact.
FROM THE BOOK CHANGE BY DESIGN BY TIM BROWN

45. Be open-minded –
Learn from other
firms and industries.
HTTP://NOWANDNEXT.COM/PDF/TIMELINEWEB_VER2.PDF

46. “The future is already here –
it’s just unevenly distributed.”
William Gibson

47. While information technology is very much the engine
driving the knowledge age, the bulk of future innovation
and ensuing economic growth is less likely to be driven
by the technologies and products coming from labs
than from their applications outside the laboratory.
Activities that involve people, either as providers or
consumers of services, will be particularly significant. It
will not be enough to build social networks of techies
and entrepreneurs. The economic and cultural palette
needs to be broader.
Irving Wladawsky-Berger, Vice President Technical Strategy, IBM

48. THANK YOU!
Want to know more? Get in contact:
torsten.hensel@nouve-interplay.com
Copyright © nouvé
All cognitions, documents and methods presented by nouvé in the foregoing concept will remain the
agency‘s intellectual property. Utilisation of the presented ideas, texts, graphic designs, timetables,
plannings, fotos, moving pictures and sound materials as well as other stored media associated with
this concept is restricted to the realisation in conjunction with nouvé.
All realisation and utilsation is only allowed on the basis of a contract and its fulfilling with the
originators / rights owners. Rights of use will only be granted on the basis of this contract that will also
regulate their extent regarding time, space, content, intention and manner of use. All realisation and
utilisation (in whole or parts) deviant from this regulations as well as a propagation to third parties are a
violation of copyright with all its legal consequences.