This document discusses innovation techniques, including TRIZ (the theory of inventive problem solving). It provides a brief history of innovation concepts and examples of disruptive technologies. The document explains how the development of new products can be depicted by S-curves and how TRIZ tools like the Nine Windows can help avoid an S-curve crash. It also provides examples of how companies like Toyota, BMW, Samsung, and Proton have successfully applied TRIZ methods to innovation challenges.

1. Promoting
Innovation with
Inventive
Problem Solving
Techniques
Prof Dr Nooh Abu Bakar
MOT, MJIIT, UTM
ICIM 2015 - Wuhan
iNnovAtiOn
MOT, MJIIT, UTM

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MOT, MJIIT, UTM
A brief History
§ The Structure of Scientific Revolutions - Thomas S. Kuhn
§ The concept of Business of Paradigms – Joel Barker
§ End of 90’s Disruptive Innovation – Clayton Christiansen
§ The consequences of not paying attention to disruptive threats. Case in
point:
§ Digital photography versus film – emulsion based photography.
§ The transistor radio versus analog radios.
§ Pocket calculators versus desktop calculators.
§ Liquid Crystal display LCD televisions versus Cathode Ray Tube (CRT)
televisions.
§ Mini mills versus integrated steel mills.
§ Smart Phones versus analog wired phones.
§ Customers buy products and services because they have a specific job
that the product will do for them.
§ In 2005, Outcome Driven Innovation (ODI) process – Tony Ulwick –
incorporates the Innovation Algorithm, plotted on the Customer- Centered
Innovation Map

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MOT, MJIIT, UTM
The development and rise of new products is
accurately depicted by Life Cycle “S” curves –
TRIZ tool

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MOT, MJIIT, UTM
Different zones of evolution exist on an
S-curve – TRIZ tool

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MOT, MJIIT, UTM
thought of a disruptive technology
wiping out the gains is not on any
bodies radar careen
§ This phenomenon has occurred countless times with
massive loss of market share, jobs and in some instances
bankruptcy.
§ “History has shown that no company should take its
position for granted. Every S-curve gets replaced at some
point in time. In fact, the only guarantee for success is to re-
invent the business to keep relevant within an ever
changing market. If you don’t, someone else will.” – Derek
Bennington and Dr. Phil Samuel.
§ One of the Laws of Systems Evolution (TRIZ tool) is the
Transition from a Mono System (single entity) into a Bi-
System (combined mono systems). This is evident in the
transition from single software applications into software
suites, single function printers into all-in-one devices, flip
phones with call and receive functions only to smart phones
with thousands of applications.

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MOT, MJIIT, UTM
Avoiding the S Curve Crash – a powerful
innovation tools, is the Nine Windows –
TRIZ tool

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MOT, MJIIT, UTM
TRIZ is known as
problem solving and
idea generation tools
that focus to resolve
contradiction between
specific parameters
and breaks away from
trade-off approach
(Bakar and Rahim, 2014).
This provides new
opportunity to
improve design
performance using
non-trade-off tools
and techniques such
as TRIZ.

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MOT, MJIIT, UTM
Effectiveness of TRIZ – as an
inventive problem solving technique

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MOT, MJIIT, UTM
Organizational capability - structured innovation is the
next frontier for development
and systemization

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MOT, MJIIT, UTM
Toyota production system (TPS) has seen various studies
that use TRIZ methodology in product and process
development (Ikovenko and Bradley, 2004; Bhusan, 2007;
Bhusan, 2014)

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MOT, MJIIT, UTM
BMW’s NPD evolved by taking in ‘Open innovation’ as a part product
development using TRIZ methodology (Hüsig and Kohn, 2011). TRIZ has
becomes a part of BMW’s ‘Systematic Innovation Tools’ as key driver in
developing sustainable product design and business development (Moeller,
2013).

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MOT, MJIIT, UTM
There are TRIZ team at every company
of SAMSUNG group
2010-2012 © Target Invention. Idea Protecting Technology
There are TRIZ team at every company of
SAMSUNG group
TRIZ at SAMSUNG

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MOT, MJIIT, UTM
Innovative case applications in
Proton
§ case study 1, the stamping of sheet metal - improvement of
panel side outer component cost by solving ‘engineering
contradiction’ and ‘inventive principles’
§ case study 2, the side view mirror - forecast future product
complexity and strategies - achieve cost reduction and
increase product innovation
§ case study 3, engine deactivation system - cost reduction
through patent design using ‘patent circumvention’ strategy -
using competitive patent existed and utilised existing
resources to reduce the development cost and also component
cost
§ case study 4, new wiper bracket - provides new methodology
to improve weight of through ‘engineering contradiction’ and
‘inventive principles’

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MOT, MJIIT, UTM
‘S-curve’ trend analysis for side view mirror
system – case application 2 in Proton

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MOT, MJIIT, UTM
TRIZ tools for DTC-TRIZ patent
development and forecasting strategy –
case application in Proton

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MOT, MJIIT, UTM
Integration of TRIZ in Design Framework – case
application in Proton

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MOT, MJIIT, UTM
noohab@gmail.com / nooh.kl@utm.my
PROF DR NOOH ABU BAKAR
Management of Technology Department,
Malaysia Japan International Institute of Technology,
Universiti Teknologi Malaysia,
54100 Kuala Lumpur.
Tel: +603-2615 4399 / Fax: +603-2615 4911 / Mobile: +6012-220 5539
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