The document discusses various creative techniques used in design thinking and innovation including brainstorming, semantic intuition, provocation technique, and systematic analytical techniques. It provides descriptions and examples of different techniques such as brainstorming, semantic intuition, provocation technique, Osborn Checklist/SCAMPER, mind mapping, and synectics. The techniques can be used to generate new ideas and solutions to problems in a systematic way.

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Design Thinking and Innovation
21AE110
Module 4
Creative Techniques
Module
2
Dr. Pradeep K R
Asst. Professor
Dept. of AI&ML
BMSIT,Bengaluru-64

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Contents
• Creative Techniques:
Intuitive creative techniques: Brainstorming, Semantic intuition,
Provocation technique.
• Systematic Analytical Techniques (SAT):
Osborn Checklist, Mind Mapping, Synectics, and Morphological
box.
• Systematic Inventive Thinking (SIT):
Method of subtraction, division, multiplication and unifying
Function.
• Evaluation of ideas:
Checklists/Proc-Cons lists, PPCO method, SWOT analysis. Case
studies on creative techniques.

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Creative problem solving (CPS) is a way of using your creativity to develop
new ideas and solutions to problems.
The process is based on separating divergent and convergent thinking styles,
so that you can focus your mind on creating at the first stage, and then
evaluating at the second stage.
Generally, the creative problem-solving process involves the following stages:
1. Identify the problem or the challenge
2. Generate ideas that may be possible solutions
3. Solve the problem with the help of generated ideas
4. Implement the solution plan and move to the next step
Types of creative technique
1. Intuitive Creative Techniques
2. Systematic Analytical Techniques
*Creative Techniques

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• Brainstorming
• Brainwriting
• Random word technique
• Semantic intuition
• Forced relationship
• Provocation technique
• Walt-Disney method
• Six thinking hats
• Delphi method
• SCAMPER
• Mind mapping
• Synectics
• Bionics
• Morphological mapping
• HIT
• Lotus Blossom
• TRIZ
• SIT
Intuitive Creative Techniques Systematic Analytical
Techniques
Types of creative technique

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*1. Brainstorming
Brainstorming is an activity that will help you generate more innovative ideas.
• It’s one of many methods of ideation
• The process of coming up with new ideas
• And it’s core to the design thinking process.
Brainstorming is an effective way to:
– Produce a large number of ideas
– Generate ideas quickly
– Expand your portfolio of alternatives
– Get people unstuck
– Inject insights from a broader group
– Build enthusiasm
– Solve tricky problems
– Improve team collaboration

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To run a group brainstorming session effectively, follow
these steps.
– Step 1: Prepare the Group
– Step 2: Present the Problem
– Step 3: Guide the Discussion
Individual brainstorming is most effective when you need to
solve a simple problem, generate a list of ideas, or focus
on a broad issue. Group brainstorming is often more
effective for solving complex problems.
We often get the best results by combining individual and
group brainstorming

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Other Brainstorming Techniques
These approaches below to increase the number of ideas that you generate:
– The Stepladder Technique – This improves the contribution of quieter group members
by introducing one person at a time.
– Brainwriting – This is a written approach that you can use to encourage all individuals to
generate and develop ideas.
– Online Brainstorming (also known as Brain-netting) – An electronic method of
brainstorming, this uses a document stored on a central server, or on a Cloud-based
system.
– Crawford's Slip Writing Approach – Crawford Slip method is a simple, common and
effective information gathering technique in Risk Identification. As compared to other
techniques, it requires minimal amount of time, equipment, and training.
These techniques help you in specific situations:
– Reverse Brainstorming – This is used to improve a product or service.
– Starbursting – Starbursting helps you develop questions that you need to ask to evaluate
a proposal.
– Charette Procedure – This helps you brainstorm with large groups of people.
(Conventional brainstorming becomes increasingly ineffective when more than 10 or 12
people are involved.)
– Round-Robin Brainstorming – You can use this approach to get people to contribute
ideas without being influenced by others.
– Rolestorming – This technique encourages group members to take on other people's
identities while brainstorming, thereby reducing their inhibitions.

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Brainstorming as a group boosts group morale because the
team is working towards a common goal in a creative
and supportive setting.
Promotes creative thinking
Brings together diverse ideas
Yields a large quantity of ideas
Benefits of team brainstorming

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*2. Semantic intuition/perfect prefix method
This technique prompts the participants of a certain group or a certain
team to come up with the new ideas by having them combine
several categories of key words so as to enable them to come up
with the new idea that can enable the team to achieve a certain
goal or the set objectives.
At first, the team or a group has to select the categories of words that
are related to the challenge the group is facing at a given period of
time.
The next step is to generate the variations on each of the category
words that have been selected.
After this, randomly combine the selected words of the ideas from the
list and spend time brainstorming around the story that have been
suggested by the team members.
As for this technique, there are no rules for using it. The major point of
the semantic intuition is simply to get the team members or group
members think differently.

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When people try to come up with solutions to a problem, they typically do one
of two things:
– 1. Look at the problem and determine if there is an obvious, reasonable
idea that pops out OR
– 2. Participate in a brainstorming session where one throws out possible
solutions with minimum judgment.
Both of these are valuable techniques. However, an additional, potentially
more powerful method exists which involves a provocation. In simplest
terms, a provocation can be thought of as an idea considered too radical and
unrealistic for even a brainstorming session.
The purpose of the provocation is to forcibly cause your mind to move out of
well worn mental tracks, allowing you to come up with potentially radical
solutions to the problem at hand.
The “Provocation technique” is a creativity technique used in order to find new
ideas and managing creative problem solving.
This technique, which is similar to the “Problem reversal technique”,
stimulates the creativity of each participant through mental provocation.

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Example
Provocations may be best understood by an example.
Problem
Cars run out of gas after only a few hundred miles
Provocations
– Po, Invent a car that tows a gas station behind it
– Po, Invent a car that runs on air
– Po, Make everything that the car has to drive to
closer

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Turning the provocation into a good idea through movement
While it’s true that provocations taken by themselves aren’t much help, they
become valuable when coupled with movement.
movement is what we mentally do to transform provocations into usable ideas.
There are several ways in which movements can be created, but for now
discuss movement via principle.
In movement via principle, we extract a key idea from the provocation that’s
important in solving the problem. We then devise a more realistic solutions
based on that principle.
the combined technique using movement via principle is:
1. Generate provocation(s) that ‘solve’ the problem
under consideration
2. Extract the principle that underlies the provocation
3. Move to realistic solutions based on the principle

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Movement from the example provocations
Let’s take a look how one could move from the three example provocations:
Invent a car that tows a gas station
Principle: Having a gas station towed behind the car would allow a large amount of gas to always be
at the car’s disposal
Solutions utilizing principle
– Tank size of cars could be increased
– Invent a car/gas station system where cars could be refilled from mobile gas stations (car
equivalent to in-flight refueling)*
Invent a car that runs on air
Principle: By having the car run on air you would make the fuel the car runs on readily available in
its environment
Solutions utilizing principle
– Look to add solar panels to car for supplemental power
– In hybrid cars look to supplement battery recharging with wind resistance when slowing not
just when brakes.
Make everything that the car has to drive to closer
Principle: If everything is closer to each other than you just have to drive shorter distances, thus your
gas goes further time wise
Possible solutions utilizing principle
– Plan out your routes for the week based on task location
– Analyze what things you need at the store to combine and reduce trips

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https://thoughtegg.com/provocations-creative-technique/

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SCAMPER
Mind mapping
Synectics
Bionics
Morphological mapping
HIT
Lotus Blossom
TRIZ
SIT
Systematic Analytical Techniques

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Osborn Checklist/SCAMPER
The enhancement of products and services, of concepts, processes or ideas is an important
competitive factor for many companies. SCAMPER or the SCAMPER method helps here. It
was developed by Robert F. Eberle to promote the creative imagination of children.¹ Due to
its universal applicability, the method quickly gained a foothold in numerous companies
worldwide.
SCAMPER is an acronym:
S – Substitute
C – Combine
A – Adapt
M – Modify
P – Put To Other Uses
E – Eliminate
R – Rearrange

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Substitute is about replacing parts of a product, service or idea. People or
partners involved could also be substituted.
Questions: Which components can be replaced? What alternative materials
can be used. Which products can be replaced by our product? Or what
other product could be substituted by our product? And what alternative
distributors can help us sell our products?
Examples: A combustion engine in a car or motorbike is replaced by an
electric motor. A customer magazine is replaced by a monthly newsletter.
Supplier B replaces supplier A.
Combine is about combining ideas, products or services in whole or in part.
It is about integrating functions or overlapping services.
Questions: What other products would be useful to increase the benefit of
our product? Which components can be recombined with each other?
Which people can collaborate to move the project forward?
Examples: Social media posts can be automated to play out on websites.
TV sets need external speakers that are connected via WLAN. A radio
alarm clock that plays music instead of an alarm tone.

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Adapt is about adapting solutions, products or ideas to situations or needs. It
is about changing the context and varying components in order to
address other application scenarios or target audiences.
Questions: How can the application purpose be expanded? What features
does the product need to be more useful?
Examples: The interface of an app can be changed to night mode. Instead
of a FAQ list on a website, a chatbot is used that begins to communicate
with customers based on the answers in the FAQ list.
Modify is about changing features, expanding a feature set, redesigning
pricing models, or transforming colour, shape, size, etc.
Questions: Which aspects help to increase the user experience? How can
our service have even more impact? How can the conversion rate on our
website be increased?
Examples: Cars get facelifts, i.e. the bodywork changes in parts, but the
major part of the car remains unchanged. Mobile phones come onto the
market in gold and with a changed pricing strategy and become status
objects in demand.

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Put To Other Uses is about the question of whether the product or service
is also suitable for other areas of application or new markets.
Questions: Are there markets, industries, customer groups or professional
groups that could also use our product? How would the service work in
a different environment? How can individual components be used
elsewhere?
Examples: Mustard is sold in jars that later function as drinking glasses.
Chilli is not only used to flavour meat dishes, but also as an ingredient
in chocolate. High-visibility waistcoats are not only used in
emergencies, but also by cyclists.
Eliminate is about reducing functions, omitting elements or components, or
making product or service features simpler.
Questions: How can our product be marketed more easily? Which
functions are hardly used? How can the operation of our product be
improved?
Examples: Voice recognition instead of keyboard input for search queries
on the internet. Designing products for regular and professional use.
Reduction of price options for products. Voluntarily restricting health
insurance benefits in exchange for lower health insurance premiums. Or
removing CD drives from laptops and storing or retrieving data from the
cloud.

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Rearrange is about a different interaction of individual elements of a
solution, about changing work steps or the organisation of a service.
Questions: How can I optimise our workflow through a different work
arrangement? Which services can increase the trust of potential
customers? How can we make our product more environmentally
friendly without a major change in production?
Examples: Customers pay via external service providers in webshops who
are liable in case of problems. Yoghurt manufacturers offer the
possibility to separate the product band from the cup and recycle it as
waste paper. In series production, instead of 9 steps at one workstation,
only 8 steps are needed. Drive-in counters enable shopping without
leaving the car. Fast food chains ask their customers to dispose of
leftovers themselves, thus ensuring clean tables.

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There are some tips on how to use SCAMPER:
• The method is an alternative to classic brainstorming and offers a
structured approach to finding ideas, improvements or innovations
through the use of keywords. Therefore, the brainstorming rules
should also apply.
• It may make sense to focus on individual keywords and schedule
several meetings.
• It may be useful to agree on a specific goal. Example: We want to
find an idea for which additional target audience our product is
suitable. And then we want to consider which steps are necessary to
address this target audience.

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The Osborn Checklist asks the following questions:
Alternative use or change of purpose: Are there alternative uses as the
product is currently designed? Are there alternative uses, would the
product be different? How can the idea be used differently? How can the
concept be repurposed?
Example of alternative use: Mustard is not sold in a tube, but in a glass.
This glass can later be used as a drinking glass.
Adapt or adjust: Which products are similar? What parallels were there in
the past? What can be copied, imitated or replicated? What is a possible
model?
Example: At the beginning of mobile phones, they were mostly grey or black
until individual suppliers brought different coloured models onto the
market. A large computer manufacturer took over this idea at the end of
the 1990s and offered green and blue terminals.
Modify or change: What can be changed? How can colour, shape, size,
sound, taste, smell, movement, etc. be changed?
Example: Weekly newspapers have a “usual” size and shape. However,
there is also a German publishing house that offers its weekly newspaper
in the form of a daily newspaper.

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Magnify: What can be enlarged, lengthened, added, multiplied? How can the
frequency be increased? How does the material used appear stronger, more
expensive, more noble?
Example: Chrome-plated parts on motorbikes that are actually made of plastic. Or:
mobile phone displays.
Minify: What can be taken away, shortened, made lower, cheaper or thinner? What can
be slimmed down, built lighter, streamlined, made more streamlined?
Example: TV sets are becoming thinner and thinner and thus a fashion object for living
rooms. However, the sound quality suffers as a result, which again leads to new
devices such as external speakers.
Substitution or replacement: What other materials can be used? How can the location
be altered? What other energy source can be used? What other ingredients,
constituents, manufacturing processes might be suitable?
Example: Computer mice used to be connected to a computer using a PS2 plug. Today,
the connection is made via USB or wireless.
Regrouping: How can parts be arranged? In what order should work steps be run
through? How can the grid or tempo be changed? How can cause and effect be
reversed? What layout might make sense?
Example: In many software programmes, it is possible to adapt the layout of the
application individually to personal needs and preferences.

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Inversion or reversal: What is the inverse? How can roles be
exchanged? How can the product be reversed, how can a
disadvantage be turned into an advantage, or how can something
be swapped from the inside to the outside?
Example: a disposable bottle becomes a value-added bottle, a
jacket with lining becomes two integrable separate jackets.
Combine: Which components or functions can be combined? Which
ideas can be combined? Which materials can be mixed? Which
goals can be united or which plans can be synchronised?
Example: A simple wristwatch becomes a smartwatch that functions
as a phone and fitness tracker at the same time.
What is the Osborn Checklist? - Smartpedia - t2informatik

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*Mind Mapping
Mind mapping is identified as one of the efficient tools to think and analyze
ideas and their related topics. Therefore, the mind maps can be used in
various situations –especially during the ideation and brainstorming
stage.
Mind mapping can be used to achieve the following:
– Taking note during individual or group meetings. It can be used to
summarize discussions or create a to do list.
– Brainstorming ideas and find innovative solution during meetings
– Break down complex problems and idea into simpler and easy to
follow fractals
– Analyze and process information collected during the research
process
– Present information in a creative and easy to follow format

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How to Use Mind Maps?
Applying mind maps flow from a number of steps that drive the mind
thinking from simple core idea and radiate into a more complex
structure.
The steps below provide an example of mind mapping for supplying
solar energy service to rural village:
Step 1: Type the topic title using one keyword “solar energy” in the
middle of the page or board similar to figure 1

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Step 2: Start to write down the main topics related to the idea and use a
line to connect the topics with the main keyword.
In this example, the topics can be “consumer”, “cost”, “delivery”,
“benefits” and “barriers”.

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Step 3: Start thinking of each topic and write down the sub-topics to
branch from the main topics. For example, the “consumer” branch
can include the following sub-topics: “demographic information”,
“knowledge”, “expectations”, “acceptance”. Figure 3 indicates the
different sub-topics for each main branch.

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Step 4: Continue to add more ideas based on the flow mentioned
above. Then, organize these ideas together to have a proper
connection between each other and the main center point or idea.
The final shape may look like figure 4 below.

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In order to achieve the best outcome from the mind mapping model, the
following tips should be considered:
1. Use single keywords rather than long text, this
action helps you to focus on one single idea per step
and simplify topics into smaller parts.
2. Use legible and clear words in order to make easier
for the attendees to read it.
3. Use visual elements such as colors, shapes and
icons to represent ideas
4. Link between different parts of the mind map by
drawing links between related topics.

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*Synectics
It is a creative problem-solving technique. “It tries to make conscious the
unconscious mechanisms of creativity” .
This technique emphasizes metaphor, imagery, emotion and energy.
The goal is to find new courses of action to be implemented. Its implementation
is ensured as the person involved in its execution will choose them.
In order to achieve it, two clear strategies are used:
1. Making the strange familiar
2. Making the familiar strange
Making the strange familiar is a purely analytical strategy. Where:
1.The problem and its ramifications are examined in order to adapt it to the
day-to-day world, analyzing the breakdown of its parts.
2.It makes use of the generalization to identify significant aspects and the
essential characteristic of the problem.
3.Models or analogies are sought to take it to a similar or familiar ground.
Making the familiar strange to distort the day-to-day world and get a new
view of reality. This will alter our perceptions. Several techniques are used to
this end:

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Synectics
https://scribalo.com/en/scribablog/innovation-and-creativity-synectics-
and-other-creative-methods/
This method developed by Fritz Zwicky tries to solve problems through
the analysis and breakdown of their parts.
It isolates each element of the problem to make combinations among
them, see their feasibility and explore all the possibilities.
Morphological Mapping

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The Morphological Analysis has 3 stages:
1. During the Analysis the object is studied from all its components and
variants. That is to say, the physical parts, processes, functions, etc.
of a product can be analyzed. The important thing is to see it from
all perspectives.
2. The Combination stage focuses on mixing the elements that have
been previously broken down. For example, the chairs’ components
such as the legs, have variations such as height, material and
shape, and at the same time, these also have variations such as
wood, plastic, etc. These variables are combined with each other
successively until finishing the combinations. This group is called
morphological product.
3. During the Morphological Search combinations are studied. These
may be randomly or by a matrix (all combinations are listed and
each one of them is studied). Choosing one way or another will
depend on the number of elements and variables.

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Systematic Inventive Thinking (SIT) is a thinking methodology
where creativity takes centre stage.
Systematic Inventive Thinking (SIT) is also a problem solving and
innovation methodology, but it’s mostly known as a
methodology for innovation.
According to Systematic Inventive Thinking, innovation takes place
when:
• Thinkers work within a familiar world;
• Solutions are invented by good ideas that are independent of a
specific problem;
• And when the following five methods are used: subtraction,
multiplication, division, attribute dependence, and task unification.
*Systematic Inventive Thinking (SIT)

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Five Systematic Inventive Thinking methods
Subtraction
This method from the Systematic Inventive Thinking (SIT) methodology involves taking
an essential part out of a product or service and giving new life to it. That part was
previously considered a crucial component of another product.
For example, the idea for a recorder was generated by taking Sony’s Walkman and
subtracting the recording function from the total product.
Multiplication
Multiplication involves taking a certain component from a product or service and adding
the same component to the whole again several times. This usually involves a
component previously thought of as not adding any value.
Division
Division involves taking apart a certain unit and dividing it into small portions. These
portions are then adjusted in order to realise a new benefit or to add more value. An
example of this is the use of a refrigerated counter. Instead of using a large external
refrigerator, a refrigerator drawer can be conveniently installed below the counter.

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Task Unification
Innovative products and services are generally collections of certain
tasks and activities that are unified within a component. Unification
consists of new tasks being assigned to existing sources. An
example of this is crowdsourcing. Here, large groups of people are
used by having each of them perform a specific task.
Attribute Dependency
Attribute dependency involves uniting two previously independent
components and making them depend on each other in a way that
adds value. This means that an attribute, or component, within a
product can change, while another attribute changes with it. An
example of this is sunglasses with photochromic lenses.

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1. The ideas are often radical and innovative
2. The ideas generated are often checked
3. The ideas can actually be implemented
4. The SIT methodology is easy to use;
5. The methodology is systematic
Benefits of Systematic Inventive Thinking (SIT)
https://www.toolshero.com/problem-solving/systematic-inventive-
thinking-sit/

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• Checklists/Proc-Cons lists,
• PPCO method,
• SWOT analysis.
• Case studies on creative techniques.
Evaluation of ideas:

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*SWOT analysis
A SWOT analysis is a planning framework that a business can use to
identify a strategic endeavor’s strengths, weaknesses, opportunities,
and threats. The term SWOT is an acronym for these four factors.
In a SWOT analysis, a project’s (or product’s) strengths and
weaknesses are internal factors.
Strengths might include the company’s domain expertise or intellectual
property.
Weaknesses might include missing skillsets or a lack of budget.
Opportunities and Threats, by contrast, are external and refer to
competition, the market, or changing trends that could affect the
company.

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How does a SWOT analysis work?
An organization or team should conduct a SWOT analysis in the early
stages of any new large-scale strategic endeavor.
This execution will vary by company and industry, but here is an overview
of the basic steps involved.
Step 1: Identify the objective.
This could include launching a new product, building out a new staff, or
responding to competitive or market pressure by adding new
functionality to your existing solution.
Step 2: Assemble your team.
A SWOT analysis is a team undertaking and should involve the right
people. This will probably include the leadership team and the people
directly involved in the project. But SWOT analyses also benefit from
varied perspectives, which means they should include people across
the organization including sales and support professionals.

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Step 3: Build your SWOT matrix.
This is a simple, two-by-two grid like the one shown here. It should include boxes labeled
strengths, weaknesses, opportunities, and threats.
Step 4: Fill in the grid.
Now your team can begin brainstorming, discussing, offering their thoughts on each of
these four categories in relation to the proposed new project.
The points you list under each category can be based on data, or they can be anecdotal.
They can be a fact or opinion. But they should all be clear and concise, ideally in
bullet form, so that everyone can review them quickly when the grid is complete.

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Step 5: Talk it out—and draw conclusions.
In this final step, your team will examine your completed SWOT matrix,
and discuss what all of the details mean for the proposed project.
The strategic question you will need to answer is whether or not the
potential strengths and opportunities are likely to outweigh the
weaknesses and threats your SWOT analysis revealed.

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Implementation of SWOT analysis at hospital
Strengths:
– What are the organization's advantages?
– What can you do better than others?
– What unique or lowest-cost services can you provide patients?
– What do patients in your market see as your organization's strength?
Weaknesses:
– Upon what factors could the organization improve?
– What are patients in your market likely to see as your organization's weakness?
– What lack of services loses your organization patients?
Opportunities:
– What good opportunities are available to your organization?
– What are the new and exciting trends your organization can try?
– What new changes to governmental regulation/policy can benefit your
organization?
Threats:
– What problems does your organization face?
– Of what are your organization's competitors taking advantage?
– Do evolving technologies and new services threatening your organization's position
in the minds of patients?
– Does your facility have cash-flow problems?
– Could any of your weaknesses threaten quality patient care?

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7 Tips for Improving Your Brainstorming Sessions | Lucidspark
10 effective brainstorming techniques for teams - Ideas (wework.com)
Brainwriting - Creativity Tools From MindTools.com
https://miro.com/templates/random-words/
What is the Walt Disney Method? A brainstorming technique | toolshero
Six Thinking Hats - Decision-Making Skills from MindTools.com
https://www.productplan.com/glossary/swot-analysis/
Creative thinking technique: Lotus Blossom - InnovationManagement
Learn How to Use the Best Ideation Methods: SCAMPER | Interaction Design Foundation (IxDF) (interaction-design.org)
How to Use Mind Mapping for Better Thinking (designorate.com)
Using the HIT grid to develop new products and services (hatrabbits.com)

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