"The Quiet TimeTM Universal System turns cell phones off automatically in designated areas such as theaters, hospitals, doctor's offices, and business meeting rooms. Our patented technology converts your incoming calls to text messages and alerts the cell phone owner."
This may sound like the latest gizmo you would see at the Consumer Electronics Show. It is actually an invention created by my students using Systematic Inventive Thinking...in 2007, the year the iPhone was first released. Five years later, Apple has been awarded a patent described as an "apparatus and methods for enforcement of policies upon a wireless device." It reveals a way to change aspects of a mobile device based on certain events or surroundings.
The Attribute Dependency Technique tends to produce innovations that are smart. They seemingly know when to adjust or change in response to a change in something else. It is one of five techniques of the SIT innovation method, and it accounts for a majority of new product innovations. Attribute Dependency differs from the other techniques in that it uses attributes (variables) of the situation rather than components. Start with an attribute list, then construct a matrix of these, pairing each against the others. Each cell represents a potential dependency (or potential break in an existing dependency) that forms a Virtual Product. Using Function Follows Form, we work backwards and envision a potential benefit or problem that this hypothetical solution solves.
While not popular, it is a classic example of the Attribute Dependency technique. Attribute Dependency is one of five techniques of the innovation method called SIT (Systematic Inventive Thinking). It differs from the other techniques in that it uses attributes (variables) of the situation rather than components. Start with an attribute list, then construct a matrix of these, pairing each against the others. Each cell represents a potential dependency (or potential break in an existing dependency) that forms a Virtual Product. Using Function Follows Form, we work backwards and envision a potential benefit or problem that this hypothetical solution solves.
Signs are perhaps the most ancient yet still relevant tools of marketing. According to the International Sign Association, signage is the least expensive but most effective form of advertising and can account for half of your customers.
Can sign makers use systematic methods of creativity? Absolutely.
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 May 2013, Pinterest was valued at $2.5 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. Let's apply Attribute Dependency, one of five techniques of Systematic Inventive Thinking, to Pinterest.
One way to develop your expertise in SIT techniques is with pattern spotting. A key premise of SIT is that for thousands of years, innovators have used patterns in their inventions, usually without even realizing it. Those patterns are now embedded into the products and services you see around you, almost like the DNA of a product. You want to develop your ability to see these patterns as a way to improve your use of them.
There's probably no better place to practice pattern spotting than at the Consumer Electronics Show (CES). In last week's CES in Las Vegas, "manufacturers demonstrated a range of previously mundane but now smart, web-connected products destined to become part of daily domestic existence, from kitchen appliances to baby monitors to sports equipment," as reported in The Independent.
How do you get your competitor to promote your value proposition?
DHL did just that in the highly competitive package delivery category. Shipping companies compete on the basis of speed, convenience, and reliability. So the race is on to prove to customers which company is the best performing.
In this campaign, DHL spoofed its competitors like UPS to broadcast that it's faster.
The SIT Method is designed to help you generate lots of ideas in a systematic way. But how do you select which ideas to pursue? Filtering ideas is an essential part of the creativity process. You want to make sure you spend your time only on those with the most potential.