One way to develop stronger innovation skills is to practice pattern recognition...seeing an inherent pattern used to create innovative products and services. Pattern recognition "builds innovation muscle" and makes you more adept at applying patterns to other products and services. Here is an interesting example that uses the S.I.T. pattern called Attribute Dependency. This pattern creates new (or breaks existing) dependencies between attributes of a product or service. It can also create dependencies between attributes of the product or service and its external environment.
Do you see the Attribute Dependency pattern in this map?
At $3 million dollars for a thirty second spot, Super Bowl advertisers need to create the best, most innovative commercials possible. How? Creating innovative TV commercials is more effective when using patterns embedded in other innovative commercials. Professor Jacob Goldenberg and his colleagues discovered that 89% of 200 award winning ads fall into a few simple, well-defined design structures. Their book, "Cracking the Ad Code," defines eight of these structures and provides a step-by-step approach to use them.
DnaYou may be surprised to find many of your products and services conform to the five innovation patterns of Systematic Inventive Thinking. If so, it means your employees are predisposed to use innovation patterns when developing new products. Like many innovators, they are using patterns probably without realizing it. Given this predisposition to using innovation templates, a company can realize huge gains in innovation effectiveness by taking the next step.
This month's Innovation Sighting comes to us from Dr. Steven Palter. Dr. Palter is a gynecologic fertility specialist and a true innovator in the medical field. He learned the S.I.T. method recently, so he knows how to spot the five innovation patterns of S.I.T. in everyday products and services.
This one is a new refrigerator launched by LG at the 2012 Consumer Electronics Show in Las Vegas. It is the LGLFX31945ST French Door Refrigerator with Door-in-Door. The new Door-in-Door is a classic example of the Multiplication Technique. To use Multiplication, make a list of the components of the product, select a component and copy it, then change the copied component along some variable such as size, location, or other attribute. Once you create this Virtual Product, try to identify new benefits or markets served by this configuration.
One way to develop your expertise in the 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.