1. Customer Value

What VALUES do we want?

2. REsources

What RESOURCES do we have?

3. Analogy across domains

Where do we look for INSPIRATION?

4. X- Variation of properties for new or improved functions

What do we change, what do we GAIN?

CREAX process

If only it were free

Make it easier to use.

Can I pay per use?

Can I use this product on the go?

Can my product make less or a better sound?

Make my product biodegradable

Make it beautiful it looks awful.

Not strong enough.

Can it be lighter, and thereby easier to transport?

Can my product self-repair?

Too expensive.

I want the product cheaper.

I want better quality.

It’s too slow, I want it faster

More Performance!

Give me perfection

Too dangerous, make it safer!

The cost is too high

Is this cradle to cradle, or environmentally friendly?

The product can wear, can you improve the wear resistance?

Product: What do customers want?2

If only it were free

Can it copy from nature?

Who wants it?

Where else can I use this process?

Can I produce it environmentally friendly?

Can the process be sustainable?

Produce it quicker than the competitor?

Can I use other materials

Can I automate the production?

Can I use cheaper materials?

Too expensive.

I want the end-product cheaper!

I want it quicker!

Where am I losing time?

More Performance!

Can I reduce labour costs?

Quicker, more, but safer!

What can be automated?

Can I save on production cost?

Process: What do customers want?3

4Angles of valueexercise

5Value equation

1. PERFORMANCE What can my product, process do better? Faster, stronger, towards perfectionMore functions

2. DURABILITY, SAFETY, CYCLICITY Can my process be less harmful or safer? less noise, waste, heat or dangerTurning all negative into positive.

3. CONVENIENCE, (HUMAN) INTERFACE Can my product-process be easier to use? Better design, easier to operate, lighter, self- correcting, ideally towards automatic

4. EFFICIENCY, PRICE Can the process be cheaper? Cost, less components, cheaper production, Ideally towards free

What customer value am I working on?6

VALUE EQUATION = PERFORMANCE – (HARM + INTERFACE + COST)

1. introduction | 2. value | 3. resources | 4. nine windows | 5. analogy | 6. patents | 7. properties | 8.conflicts | 9. product dna | 10. appendix

7

PERFORMANCE HARM INTERFACE COST

First variables on our dashboard

VALUEV = P - ( H + I + C )

function properly convenient efficient

VALUE EQUATION = PERFORMANCE – (HARM + INTERFACE + COST)

PERFORMANCE

What the product or process has to do, what it is made for, the main function, make that better or more. You can also

introduce a new performance. Ideal

performance is PERFECT.

LESS HARM

What are the harmful elements in

your system, harmful to the environment? Sound? Heat?

Time? Pollution? Ideally here you

want a HARMLESS, SAFE or BIO

system.

INTERFACE

What is the user interface like? Can you make it easier, nicer, design? What

can be a better experience to the user? Ideally the interface goes to

zero and the system goes to SELF.

COST

What about the efficiency of the

system? What are the cost

components? How can you reduce the cost of the user?Ideally the cost

goes towards FREE product or process.

8Angles of value

PERFORMANCE

IMAGE

LESS HARM

HEAT, SOUND

INTERFACE

EASY, LIGHT

COST

MAINTANANCE

9Angles of value

PERFORMANCE

FAST

LESS HARM

NO SPAM

INTERFACE

EASY

COST

FREE

10Angles of value

What can my product or process do better? Faster, stronger, towards perfectionMore functionsPERFORMANCE

Can my product or process be less harmful or safer? less noise, waste, heat or dangerTurning all negative into positive. DURABILITY, SAFETY, CYCLICITY

Can my product or process be easier to use? Better design, easier to operate, lighter, self- correcting, ideally towards automaticCONVENIENCE, (HUMAN) INTERFACE

Can the product or process offer the same but cheaper? Cost, less components, cheaper productionIdeally towards free EFFICIENCY, PRICE S

US

TAIN

AB

ILIT

Y

What is the NEXT GENERATION of your product or process? 11

12Costcutting

Costs in general

13Saab Trionic actually cleans the air as You drive!

14

V = P – ( H + I + C )

Thermometer on pacifier

V = P – ( H + I + C )

Finger nail printer

V = P – ( H + I + C )

examples process

Staple free stapler

V = P – ( H + I + C )

Vibrating Razor

Pulsating toothbrush

V = P – ( H + I + C )V = P – ( H + I + C )

Infrared grill

exercise

15examples products

V = P – ( H + I + C )

Projected keyboard

V = P – ( H + I + C )

Logan car 4000 Euro

V = P – ( H + I + C ) V = P – ( H + I + C )

Ergonomic pen

V = P – ( H + I + C )

Toothbrush with toothpaste

V = P – ( H + I + C )

Switch + coat hanger Hot red, cold blue tap

V = P – ( H + I + C )

Low Calorie products Foldable equipment

V = P – ( H + I + C )

exercise

PERFORMANCE

---------------------------------------------------------------------------------------------------------------------------------------

What the product or process has to do, what it is made for, the main function, make that better or more. You can also

introduce a new performance. Ideal

performance is PERFECT.

LESS HARM

------------------------------------------------------------------------------------------------------------

What are the harmful elements in

your system, harmful to the environment? Sound? Heat?

Time? Pollution? Ideally here you

want a HARMLESS, SAFE or BIO

system.

INTERFACE

------------------------------------------------------------------------------------------------------------

What is the user interface like? Can you make it easier, nicer, design? What

can be a better experience to the user? Ideally the interface goes to

zero and the system goes to SELF.

COST

-----------------------------------------------------------------------------------------------------------

What about the efficiency of the

system? What are the cost

components? How can you reduce the cost of the user?Ideally the cost

goes towards FREE product or process.

TRAINING TOOL 1: CUSTOMER VALUE

17

freeperfect

everywherealways

more for more more for less

less for lessless for more?

More or less for more or less

18Angles of value

PERFORMANCE LESS HARM INTERFACE COST

19Process example: What is the ideal solution lawnmower?

Producer SalesmanEnergy deliverer

Lawn owner Neighbours

VALUE FOR WHOM?

20lawnmower

Producer

Salesman

Energy deliverer

Lawn owner

Neighbours

A machine which mows effectively, nice design, no noise, no maintenance, does not use gasoline, gives profit, etc.

A product which sells itself, has an excellent profit margin needs maintenance or replacement the day after the guarantee expires.

A machine which uses al lot of energy

A nice maintenance free lawn

That is silent or doesn’t function on Sundays

20exercise

FOR EVERYBODY?

self mowing grass

already patented by ……..

…….. Lawn mowing industry!

21Assignment lawnmower

22

No-mow grass Scientists who got to the root of a steroid pathway that controls plant height say a perfect green lawn that never needs mowing may soon become a reality. The idea of being able to precisely control plant height might not sound that exciting at first, but ... what if your lawn just couldn't grow into a scraggly forest of grass, staying short and neat without ever needing mowing? Or what if crops could be made to grow larger, producing more food per acre? As plant scientist and Howard Hughes Medical Institute investigator Joanne Chory explains, these aren't fantasies. She and her team at the Salk Institute have clarified the signaling pathway of a class of plant hormones called brassino-steroids that play a central role in regulating plant stature. These steroids are so important in telling plants to grow that disrupting the pathway turns plants into tiny dwarves.

Source: sciencentral.com

Assignment lawnmower

23

Silent battery driven lawnmower The totally electronic Actioneco is completely non-polluting and almost totally silent. There are no oils or greases to stain the grass, so balls keep cleaner, longer.

The silence and cleanliness of the Actioneco make it extremely environment-friendly. It creates no disturbance for the players on the course, nor for residents in the immediate environment.

Actioneco is the first electric lithium-ion battery-powered, servo motor-driven electronically-controlled environment upkeep machine. It is designed specifically for golf courses, sports grounds and parks.

It is economical. With one quick charge, a full day's work can be put in. A full battery charge costs only about one euro.

Source: actioneco.com

Assignment lawnmower

Ideal solution?

Auto lawn mower

by Husqvarna

24Assignment lawnmower

Ideal solution?Thiolon

TRAINING TOOL 1: CUSTOMER VALUE

VALUE = FUNCTION

Solutions change, functions stay the same

Remove the water from the glass without touching the glass?

26

Remove the water from the glass without touching the glass

27Solutions change, functions stay the same

Link: http://function.creax.com/

sound

Acoustic CavitationAcoustic VibrationsUltrasonic Capillary EffectUltrasonic Vibrations

Archimedes’ Principle

volume

temperature

BoilingEvaporationSuper Thermal ConductivityThermocapillary EffectThermomechanical EffectThermal ExpansionDessicationSuperfluidity

porosity shape

Funnel EffectEllipseSpiralBrush ConstructionsJet Flow

Surface TensionWettingCoanda EffectCondensation

surface

ResonanceShock WaveInertia

pulsation

AbsorptionCapillary CondensationCapillary EvaporationCapillary PressureOsmosisUse of foam

pressure

Bernoulli’s TheoremPascal LawPumpForced Oscillations

field

ElectroosmosisElectrocapillary EffectElectrostatic InductionElectrolysisElectrophoresisFerromagnetismIonic ExchangeLorentz ForceMagnetostriction

weight

Gravity

MOVE LIQUID

28Solutions change, functions stay the same

What are all your functions?

How can they be done more valuable?

Better? (performance)

Safer? (reliability)

Easier?(convenience)

Cheaper? (price)

How to join two components? (join solid: 20 results)

How to heat foodstuff? (heat solid: 20 results)

29

http://function.creax.com/

??

Solutions change, functions stay the same

30CREAX Function Database

Function Database – Source: http://function.creax.com

31

OBJECTIVE: To sell more washing

powder

Selling Washing Powder?

OBJECTIVE: To sell more ‘cleaned clothes’

32

CLEAN

Classification of knowledge by Function

Disruption?

DesorptionAcoustic cavitationAcoustic vibrationCavitation Jet erosionElectro-erosionElectron impact desorptionLaser evaporationIon beamRedox reactionsHydrodynamic cavitationLaser getteringLongitudinal ultrasonic oscillationUltrasonicsFrictionCryolysisPhoto-oxidationOptohydraulic effectElectrical explosionThermo-destructionDissolutionElectro-rheological effectBrushesElectrolysis

33

SANYO Introduces the Worlds First Zero-Detergent Electrolyzed Water Cleaning Powered Washing MachineAllows the option of "Detergent Course" or "Non-Detergent Course" according to the extent and type of dirt

SANYO has now succeeded in implementing its Electrolyzed Water technology cultivated in SANYO's Water purifying bacteria-removing device into the Fully-Automatic "Wash with Ultrasonic Waves and Electrolysis" washing machine. By combining Electrolyzed Water's dirt dissolving and bacteria-removing properties with the cleansing power of Ultrasonic Wave technology SANYO has brought to realization the World's first "Zero-Detergent course" washing machine.

Classification of knowledge by Function example

34

Ideal opener? Ideal key?

Ideal wire?

Ideal money?

Ideal archive?

The ideal … is no…

Ideal cap?

35

* First patent - 1973

* Little attention given until early 1990s

* First commercial application likely to be domestic washing-machines

* Also… ask a truck driver!

Self-balancing

Self-balancing beads

36Self-seeking

Self-seeking insect spray

37Self-tuning

http://www.gibson.com/robotguitar/RobotGuitarVideoVoting.aspx

Self-tuning guitar

Plastic that heals itself Self waxing skisProvide a faster ride

Self check outs In supermarkets

Self boiling rice Robotic snow removal

38

Selfcleaning sportwear Self sealing tyres Self erasing paper

Self destructing MRAM Self inflating key chain Self stirring mug

39

40

Absorb/

Accumulate

Bends

Breaks Down/

Cleans/

Corrodes/

Decomposes

Changes Phase of/

Melts/

Freezes/Boils/

Evaporates/

Condenses

Cools

Deposits

What FUNCTIONS apply to your process or product?

Destroys/

Erodes/

Corrodes

Detects

Dries

Embeds

Extracts

Heats

Holds/Joins/

Assembles

Locates

Mixes

Moves/

Vibrates

Orients

Preserves/

Protects

Prevents

Produces

Rotates

Separates/

Removes/

Polishes

Stabilizes

SELF - ?

exercise

Self* and auto* word pattern anlysis

41

SUMMARY

42

43Value: Summary

V = P - ( H + I + C )

Value = performance – (harm + interface + cost)

Can the function be performed by it-SELF?

Ideal ... is no...but the function remains!

Solutions change, functions stay the same

Using CreationSuite analysis for value equation

44