Apple's iPad creates a new category of consumer electronic somewhere between smart phones and notebook computers. Success depends on how well it embeds into our everyday routines at work, home, and elsewhere. Success also depends on how well it creates new routines. A great innovation tool for this is the Attribute Dependency template of the corporate innovation method called S.I.T.. This template creates (or breaks) dependencies between attributes of the product and the external environment. The iPad already has many of these. My favorite, for example, is the ability to show the correct display no matter how you hold the device. There is no up or down. It is an example of breaking a dependency between screen orientation and device orientation.
There are a 183 million pet fish in the United States, more than double the number of dogs. Fourteen million U.S. households have fish. During the past decade, the pet fish category grew by more than 20% making it one of the fastest growing in the industry. For this month's LAB, we will apply the corporate innovation method, S.I.T., to the mainstay of fish keeping - the aquarium.
Here are five unique aquarium concepts invented by one of my graduate students, Janette Douglas, at the University of Cincinnati as part of her final exam in "Applied Marketing Innovation." For the this exam, each student was given a product randomly. They had three hours to create new-to-the-world concepts and demonstrate proficiency using each of the templates.
Here is a new iPhone application that uses the structured innovation method, S.I.T., to create ideas for your next party. The Party Idea Generator, P.I.G., leads you through a series of steps to trigger original party ideas. It has ten different ways to start inventing, and you can add more. It also has over 150 pre-generated triggers and ideas to get you moving. My favorite feature is the special "Huh?" button organizer in case you get stuck. If you want to learn the essence of structured innovation, try this app. It is both fun and useful.
Over 2 million couples marry every year in the U.S.. This fuels the $50 billion dollar wedding industry. In an industry that prides itself in tradition, companies must innovate new products and services within those traditions if they want to grow and prosper. For this month's LAB, we will use the corporate innovation method, S.I.T. to create new-to-the-world ideas for wedding invitations.
Here are five unique ideas from graduate students* at the University of Cincinnati taking the course, "Systematic Innovation Tools." They constructed a hypothetical "Dream Catalog" of these ideas for a local start-up design company. Listed with each innovation is the specific innovation template the team used to create the idea. You can download this and the other Dream Catalogs here.
Shortage of water may become a more catastrophic problem than food or energy shortage according to experts. The problem affects developing as well as developed countries including the U.S.. For this month's LAB, we will look at how the corporate innovation method, S.I.T., can be used to address such a serious issue. The following ideas were developed by students at the University of Cincinnati working on the PUR water filtration system from Procter & Gamble. They are excellent examples of purpose-driven innovation. You can download the team's complete portfolio here.
I just had the pleasure of hearing Mr. Seren Lund present at the PharmaBrand Summit in Monaco. He is the Senior Marketing Director of Product and Marketing Development at the Lego Group. He told the amazing story about how Lego markets their product and leverages the power of their user community to create innovation and growth. It prompted me to search the blogosphere for other stories about Lego, and I can see that the company is quite popular. Blogging Innovation, Endless Innovation, Stefan Lindgard, and various others have written useful blog posts about Lego..
Rather than talk about Lego and its innovation, I decided to apply the corporate innovation method, S.I.T., to the basic Lego product – the 2x6 brick. I created these new embodiments during the two hour break following Seren’s presentation. With a bit of research, I learned there are some 24,000 SKU’s. While I have some general knowledge about the product (having purchased it for my son), I must admit I do not know a great deal. So it would not surprise me to find that I created ideas that already exist.
A common question about structured innovation is can it be used on services. The answer is yes. A service is the same as a product in many ways, and the approach to using an innovation method like S.I.T. is the same. Let's consider a service example for this month's LAB. Imagine your company was a leading uniform and apparel rental service. You own a fleet of trucks and drivers as well as uniform design and fitting services. Your company delivers custom fitted uniforms to the client's location, picks up worn uniforms for cleaning, inspection, and repair, and returns them on schedule. In this highly competitive industry, the key to survival is to exceed customer expectations. The key to growth, on the other hand, is innovation. Let's use the Subtraction tool on this service to create new opportunities.
Imagine a website that changes depending on the visitor. Researchers at M.I.T. describe such a website that learns a person's thinking style based on preliminary clicks so it can present information in an optimal way. Purchase intentions increased 20%!
This is an example of the Attribute Dependency tool of the corporate innovation method, S.I.T.. It's great for creating "smart" products and services - those that adapt to user preferences or environmental conditions. For this month's LAB, let's apply Attribute Dependency to other aspects of websites to create new, innovative designs or features.
Task Unification is a great tool when you have a general idea of the direction you want to go or business challenge you are dealing with. It is one of five templates in the Systematic Inventive Thinking method. Like all the templates, it helps regulate and channel the ideation process while creating unique and useful innovation possibilities. It works by taking a component list of the product, process, or service, and then assigning an additional "job" to that component. It helps break "fixedness" in how we see components and their traditional role, thus opening up potential growth opportunities. For this month's LAB, we will use this template to innovate new ways of in-store retailing.
Baseball has a density problem. The ratio of "minutes of action" over "total minutes played" is low. Consider for example, the "no-hitter" pitched by Roy Halladay of the Philadelphia Phillies. Not a single opposing player was able to reach first base because of his performance. Baseball is essentially a duel between pitcher and batter. If there was a way to trade out some of the pitching duel for more field play, baseball would be less boring.
For this month's LAB, let's apply the corporate innovation method, SIT, to find potential improvements to the game of baseball. The method is based on five patterns inherent in many innovative products. By extracting and applying those patterns, we can innovate anything. For baseball, we will apply Attribute Dependency tool. Here is how it works.