According the Center for the Future of Museums, many non-profit museums in this country are struggling from a broken economic model. Attendance and memberships are declining as consumers are given more choices of how to spend their time. To attract more, museums need to have good storytelling, stagecraft, showmanship, great imagery, and great sound. They need to tap deep passions and emotions to create "product" that is meaningful to audiences. Otherwise, many museums will shut down.
For this month's LAB, let's apply the innovation method, S.I.T, to a museum. Students from my Innovation Tools course at the University of Cincinnati created new concepts for a local museum, the National Underground Railroad Freedom Center. The students portrayed the concepts in a Dream Catalog as a way to visually tell the story. You can download the entire catalog here.
The Metaphor is the most commonly used tool in marketing communications because it is a great way to attach meaning to a newly-launched product or brand. The Metaphor Tool takes a well-recognized and accepted cultural symbol and manipulates it to connect to the product, brand, or message.
The tool is one of eight patterns embedded in most innovative commercials. Jacob Goldenberg and his colleagues describe these simple, well-defined design structures in their book, "Cracking the Ad Code," and provide a step-by-step approach to using them. The tools are:
Systematic Inventive Thinking is not only for inventing new products and services. You can apply it to a variety of functions and processes. SIT is based on the idea that mankind has used distinct patterns when creating new solutions or innovations. These patterns are embedded into the products and services you see around you. The SIT method structures your thinking and channels your ideation to take advantage of these patterns by re-applying them to something else.
Consider the human resources function of an organization. Here are suggestions of which SIT technique to apply in a variety of HR activities:
Next week, Jacob Goldenberg and I will launch our new book, Inside the Box: A Proven Method of Creativity for Breakthrough Results. It is the first book to detail the innovation method called Systematic Inventive Thinking, the subject of this blog for the last six years.
In the twenty years since its inception, SIT has been expanded to cover a wide range of innovation-related phenomena in a variety of contexts. The five techniques within SIT are based on patterns used by mankind for thousands of years to create new solutions. These patterns are embedded into the products and services you see around you almost like the DNA of a product or service. SIT allows you to extract those patterns and reapply to other things.
The new Innovate Inside the Box app facilitates the use of the creativity method, Systematic Inventive Thinking (SIT). It explains each of the five techniques (Subtraction, Division, Task Unification, Multiplication, and Attribute Dependency) and allows users to generate creative ideas and innovations. This app is ideal for readers of “Inside the Box: A Proven System of Creativity for Breakthrough Results.”
The app is available for iPad 2 or 3. Learn more about it at the Apple iTunes Preview.
Here's how to Use the App:
Authors Drew Boyd and Jacob Goldenberg today announced the launch of a new app that supports the innovation/creativity system outlined in their groundbreaking work: Inside the Box: A Proven System of Creativity for Breakthrough Results (Simon & Schuster, 2013).
Innovate! Inside the Box enables users of Systematic Inventive Thinking (SIT) to employ the method more productively. The new app places SIT’s five innovation techniques – Subtraction, Division, Task Unification, Multiplication and Attribute Dependency – at the user’s fingertips to quickly generate creative ideas and new-to-the-world innovations. In addition, users can document their projects as they build their pipeline of ideas and inventions.
It's official. Twitter is a publicly traded company, and it will face constant pressure to innovate and grow. Let's look at how innovation methods can be applied to Twitter to find new opportunitues.
We'll apply the five techniques of Systematic Inventive Thinking to Twitter. Our goal will be to create new features and innovations with the main Twitter platform as well as to create completely new applications related to Twitter.
Skyscrapers are amazing from any vantage point - near, far, or even inside. If you look closely, you'll spot the patterns inherent in the techniques of Systematic Inventive Thinking. Take a look at these five examples.