Change Implementation Techniques for Forming Transitional Team, Creating Alignment, Maximizing Connectedness and Creativity

Systematic Inventive Thinking

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This method reverses the traditional brainstorming approach. It replaces the creative free-for-all with a highly disciplined "inside the box" approach to idea generation. It starts with existing products and their characteristics rather than with customers:

"...don't just listen to the voice of your customers; listen to the voice of the begin by listing the essential elements of a product, both its physical components and its attributes, such as colour and expected useful life. You also look at the product's immediate environment, again identifying both its physical components and its attributes, such as ambient temperature and type of user. Then, following one or more of 5 generic innovation patterns, you manipulate these elements to come up with something new..."

Jacob Goldenberg et al, 2003

The more bizarre the ideas, the more powerful the impact

The basis of this process is function follows form, ie only after visualising a modified version of the product do you assess its likely success in the marketplace and the viability of producing it

Modifying current products and tapping into existing skills and technologies increases the chance of improving the product for the marketplace

Furthermore, using systematic patterns, rather than pre-conceptions of customers or markets, to generate ideas helps frees the thought processes from existing concepts and assumptions.

The 5 innovative patterns, developed from historical analysis of product development trends, are subtraction, multiplication, division, task unification and attribute dependency.

It has been found that these patterns can predict the emergence of new products before the appearance of signals indicating market demand. As a result, the patterns are useful for categorising new product ideas and for generating them.


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