When Joseph Gayetty invented commercially available toilet paper in 1857, he called it "The greatest necessity of the age!" Of course, he wasn't exaggerating. The use of paper for toileting dates back to the 6th century AD. Gayetty's Medicated Paper was sold in packages of flat sheets, watermarked with the inventor's name. Since then, many companies have tried to innovate this product. Many innovations are simple gag gifts while others are quite useful.
For this month's LAB, let's apply the corporate innovation method, S.I.T., to create new concepts for toilet paper. S.I.T. is a collection of thinking tools, principles, facilitation methods, and organizational structures to help companies innovate products, processes, and services. We will use the Attribute Dependency Technique, one of five in S.I.T..
Marketers have such a wide array of social media apps to choose from that it can be overwhelming. Tools such as Go2Web20.net can help sort through the maze and narrow down the search to catergories of apps such as mobile, Facebook, gaming, and so on. But to squeeze more out of social apps, the savvy marketer looks for ways to innovate in a way that supports the brand. For this month's LAB, let's apply the innovation method, SIT, to social media apps as a means of brand building.
This is not the first time we've applied innovation techniques to social media. In the October 2009 LAB, we demontrated how to apply social apps to a large field organization such as a sales force or delivery fleet. The key was using the Task Unification Technique, one of five in the SIT method. To use Task Unification, we take a component of a product, service, system, etc, and we assign an additional "job" to it. For this month's LAB, we will apply the same basic approach to brand building. Imagine you are the brand manager for the billion dollar Febreze® franchise, and you are looking for ways to stretch the brand into eliminating pet odor. Here is how it works.
It's official. Pinterest has joined the elite group of social apps along with Facebook, Twitter, LinkedIn, Youtube, and Google Plus. "Pinterest is a Virtual Pinboard that lets you organize and share all the beautiful things you find on the web." How popular is it? It is the fastest site ever to break through the 10 million unique visitor mark. A report by Shareaholic claims, “Pinterest drives more referral traffic than Google+, LinkedIn and YouTube combined.” As of March 2012, Pinterest was valued at $1.5 billion.
There are many creative ways to use Pinterest. New apps are emerging around it much like what happened with Twitter. But to maintain growth, Pinterest needs innovation. For this month's LAB, we will apply Attribute Dependency, one of five techniques of Systematic Inventive Thinking, to Pinterest. Our goal will be to create new innovations around Pinterest as we did with Twitter and Facebook.