Here are ten innovations for the iPhone that I would love to see. I created these using the Attribute Dependency tool. It is the most powerful of the five tools of Systematic Inventive Thinking, but also the most difficult to learn.
To use Attribute Dependency, we start by making two lists. The first is a list of internal attributes of the iPhone. The second is a list of external attributes - those factors that are not under the control of the manufacturer (Apple, in this case), but that vary in the context of how the product or service is used. Then we create a matrix with the internal and external attributes on one axis, and the internal attributes only on the other axis. This matrix forces the combinations of internal-to-internal and internal-to-external attributes that we will use to innovate.
Venture capitalists could increase the value of their investments by applying a corporate innovation method to those investments. Take Twitter for example. It just received its third round of funding - $35 million. Yet it has no revenue, no business model...just the promise of such. It is the perfect time to innovate.
I decided to take the challenge to create new concepts for the Twitter platform that have the potential to earn money. Others are chasing this, too, including the Twitter management team. It reminds me of the early days of Amazon when many (including me) wondered if the company would turn a profit. The difference between Twitter and Amazon is an important one. Amazon started with a business model in mind. From there, it had to achieve economies of scale. Twitter started with none. Economies of scale do not matter until it can define a viable business model.
Let's see how innovation can help.
Teaching people how to innovate is rewarding. It empowers them. It unlocks their minds to believe that innovation can happen "on command." People realize there is no excuse for not having enough ideas or being innovative once they have been trained.
This month's LAB features the output of one of my students, Michael Sanders, in my class, "Applied Marketing Innovation." For the final exam, students were assigned a product at random. They had three hours to apply all five templates in the Systematic Inventive Thinking method to come up with true new-to-the-world innovations. They were graded on how correctly they applied each template as well as the novelty of their inventions. Michael's assignment: Garage Door Opener. Here is what he did.
University of Michigan who I met last week while lecturing there. He was intrigued by Systematic Inventive Thinking, and he emailed me with a proposition. He noted that I preach a lot about the value of team innovation, but I don't practice what I preach. He noticed in my LAB series that I innovate alone, thus not taking advantage of the power of collaboration. He was right. So I accepted his offer to join me in my next LAB posting...this one.
We decided to innovate a computer keyboard using the Attribute Dependency tool. But there is more to the story. We did this all via phone while he was in Ann Arbor and I was in Naples, Florida on holiday. In fact, I decided to multi-task by both innovating with Zach while doing one of my favorite pastimes: fishing. My ultimate dream was to create a BIG innovation while simultaneously catching a BIG fish. Of course, luck would determine the ultimate outcome. The big innovation was something I could count on happening. Fish, on the other hand, tend to be less cooperative.
Credit card companies must innovate to overcome the financial and public relations consequences of recent government legislation. The Credit Card Reform Act of 2009 is a "bill to protect consumers, and especially young consumers, from skyrocketing credit card debt, unfair credit card practices, and deceptive credit offers." These changes go into effect in 2010, and they will undoubtedly reduce the financial performance of card issuers.
“We put the ‘no’ in innovation!” The good people at Post Cereal have a new twist on innovation…NOT innovating as a statement of the products ubiquity and staying power. “Some things just weren’t meant to be innovated." How could I resist? It was just too tempting to use systematic innovation on this simple product, especially in light of the perception that it should not be innovated. Though the ad campaign is a spoof, I wonder just how much the people at Post really believe this. What if shredded wheat could be innovated to create new growth potential for this sixty year old product?
Imagine a Web site that detects a visitor's "thinking" style and "morphs" its look and feel to suit that visitor's style? Professor Glen Urban and his colleagues at M.I.T. describe an approach in the Sloan Management Review article, "Morph the Web To Build Empathy, Trust and Sales." They collaborated with BT Group, the UK-based telecom company to create a website that learns whether a person prefers a more analytical style versus a holistic style, and whether the person is a more visual versus verbal in how they process information. Once the Web site learns this (based on a few preliminary clicks on the site), it adapts itself to present information in an optimal way:
Health Care Reform, as the U.S. government sees it, promises lower costs, better access, and improved quality for all. Let's apply a structured innovation method to health care to see if we can achieve some of these goals. For this month's LAB, we will apply Systematic Inventive Thinking to the hospital discharge process.
Innovating is mental, visual, and vocal. Here is a new product to help capture...and coordinate...all three. It is called the PulseTM by Livescribe. The PulseTM is a smart pen that records and links audio to what your write, so you never miss a word...or an idea.
The PulseTM will become a great tool for conducting innovation workshops. One of the more challenging issues in conducting workshops is capturing ideas. No matter how diligent the team is in collecting ideas, many subtle insights and ideas are missed. Even if an innovation workshop is recorded on audio tape or video tape, it would be nearly impossible to connect the spoken words to the drawings and notes taken by the participants. The PulseTM SmartPen solves that.
Ice hockey is big business. But it lags behind other professional sports - soccer, football, baseball, and basketball. As with all industries, the key to growth is innovation. Equipment manufacturers such as Reebok are taking this seriously with the creation of the Hockey Research and Innovation Center. In this month's LAB, we will focus on the equipment side of hockey, specifically on: the hockey stick.