application_of_innovative_thinking.pdf
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Application of innovativethinking."When all think alike, then no one is thinking."
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Introduction to ModuleThis module aims to introduce you to the very heart of innovative thinking. By now you must be already aware that
the process of innovation in business is structured and requires the participation of more than one mind.
In 1953 in his book titledApplied Imagination, Alex Faickney Osborn introduced the concept of Brainstorming. Till
today it remains a very powerful technique to innovate in Business.
Brainstorming is a group creativity technique designed to generate a large number of ideas for the solution of a
problem. The key word in the definition is problem. Haven`t we all heard the age-old saying Necessity is the
mother of Invention ?
Quite rightly so. Most inventions that are not born from a necessity ends up becoming an Orphan invention .
To avoid that it is necessary to first understand the problem at hand. Or in simpler words you need to know what is
inside the box, to start thinking outside the box.
In this module we would try to understand the basis of innovative thinking. We would try to understand some
pitfalls that make an innovation fail. To end it up we would try and put our skills in practice to check out how
innovative we can get.
However one thing must be remembered always. An innovator should be ever prepared to fail.
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Idea generation and selection
Design of a typical Brainstorming session
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So what sort of idea is generated?We need to generate ideas to overcome problems. When faced with a problem our instinct makes us ask
ourselves a simple question : When I faced a similar problem earlier how did I get over it ?But the question is how often do we face the same problem over and over again? Unfortunately most of the
time problems are unique and unprecedented for us. Moreover, even for an identical problem , different
situations might demand totally different solutions.
In such a case are we left with any option but to chalk out a novel way ahead? That is the root cause of Idea
Generation.
Like shown in the diagram above most Idea generation techniques require teamwork. Every person in a team
has an unique way of attacking a problem. Now each approach has it`s merits and limitations. The best idea
emerges by collaborating the merits of different suggestions by different people.
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Some more Sample Brainstorms :
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Matrix AnalysisBriefly describe a problem for which you need a creative solution
Select the two key variables that impact this problem
On a piece of paper, make a 2-dimensional matrix, and label one axis with the first variable and the other axis with the secondvariable
Along each axis, write all the possible sub-variables for each variable
Draw lines from each axis so that "squares" are formed, representing the combination of one sub-variable from each axis
Brainstorm ideas for each square combination, for those squares that seem most promising, or for random squares in order to
spur out-of-box solutions
Example : The literacy level in a village may be low (
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SCAMPER AnalysisSSubstitute (e.g., components, materials, people)CCombine (e.g., mix, combine with other assemblies or services, integrate)
AAdapt (e.g., alter, change function, use part of another element)
MMagnify/Modify (e.g., increase or reduce in scale, change shape, modify attributes)
PPut to other uses
EEliminate (e.g., remove elements, simplify, reduce to core functionality)
RRearrange/Reverse (e.g., turn inside out or upside down)
A problem is identified when there is a difference between the existing state and desired state. For example, a
company may desire that the total cost of manufacturing an item be Rs.100. However presently themanufacturing cost is Rs. 120. Thus the task at hand is to bring down the manufacturing cost by Rs. 20.
SCAMPER analysis provides 7 different approaches (check table) to such problem solving. It could be that
substituting present manufacturing equipments with modern versions of the same could lead to cost reduction.
An alternate option for achieving cost reduction could be elimination of a certain component ( without affecting
the final product) . For each approach it is important to weigh the Pros and Cons before selecting the final
approach(S) . For a more detailed understanding of SCAMPER read the following document : Click Here
http://application%20of%20innovative%20thinking%20-attachment%20i.pdf/http://application%20of%20innovative%20thinking%20-attachment%20i.pdf/ -
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Innovation Styles
Visioning Experimenting
Exploring Modifying
Styles
Every innovator doesn`t possess the same innovation
style. Based on research four major types ofinnovation style has been listed (See diagram).
Visioning : Some innovators totally focus on end
result. They visualize what they want to create and
let their Vision guide them.
Exploring : Here initial ideas are born from instincts.
Such innovators associate a feeling of adventure with
innovation and are motivated by the process more
than the end-result.
Experimenting : When people use the Experimenting
Style, they emphasize fact finding and informationgathering. They seek solutions by applying pre-
established processes and trial and error.
Modifying : This style is dominated by discipline and
precision. People who take a modifying approach to
innovation are most comfortable working with facts
and making decisions.
"Let's develop a clear sense of purpose and goals
to focus and drive the creative energy.
- Visioning Innovator
"Let's explore in new directions and see where
we end up. - Exploring innovator
"Let's build on what we already have and make
improvements where necessary.
- Modifying innovator
"Let's see what happens if we take existing
elements and combine them in new ways.
- Experimenting innovator
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Understanding the consumerEven the most innovative firm is likely to fail if they refuse to understand the
consumer! What motivates all innovation in business is the final exchange of goods
for money that happens at the point of sales. It is thus the customer who finally
rewards an innovation. Unless an until an innovation impresses this customer a firm
cannot expect any reward.
In order to be able to impress a customer it is important to understand her first. A firm
has to understand the needs and behavior of a customer with utmost details before
innovating solutions for her needs.To understand the customer well it is important to talk to the customer herself.
However this act of talking is not as easy as it seems. No customer really can express all
her needs articulately. They just drop hints using which a firm is expected to derive
information. There are a number of techniques that a firm uses to derive this
information. This very act of a firm talking to it`s customers is known as Market
Research.
Haven`t we all (as customers) filled up feed-back forms?
Like we said the future of an innovation depends on it`s acceptance by customers.
What customers seek is Value. The perceived value is defined as the ratio between
Perceived benefits and perceived cost. Thus Perceived Value is high when the
benefits are high and the cost is low. Benefits are high only when a customer feels so.
She feels so when it satisfies her needs. For high benefits a customer is willing to pay
the price.
Hence, it is important for a firm to convince customers that the perceived benefits of
an offering is higher than the perceived cost.
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Assignments1.
Identify 2 Variables that can be used to classify B-schools. Break-up the variables into sub-variables. Using this make a matrix that would help to classify B-schools. Give a name to
every cell in the Matrix.
e.g 2 Variables that can be used to classify Cricketers is Fitness & Recent Performance.A matrix could be :
Performance
Fitness
good bad
good Long term assets Useless atheletes
poor Short term wonders The dead
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