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TRANSCRIPT
©C
RE
AX
200
4
SIM
pre
sent
atio
n
Cre
ativ
ity fo
r in
nova
tion
Kob
us B
osho
ffko
bus@
cisk
astr
eet.c
om
Mat
hieu
Mot
trie
mat
hieu
@cr
eax.
com
©C
RE
AX
200
4
Inno
vatio
n =
Sci
ence
, or
Gen
ius?
•P
eter
Dru
cker
:–
Inno
vatio
n an
d E
ntre
pren
eurs
hip
•C
layt
on C
hris
tens
en–
Inno
vato
r’s D
ilem
ma
–T
he In
nova
tor’s
Sol
utio
n
•B
ill R
ouss
e–
Pro
duct
Dev
elop
men
t.
Etc
....
One
thin
g in
com
mon
–an
alys
e hi
stor
ic tr
ends
and
fr
om th
at p
rovi
de m
anag
emen
t gui
danc
e...
•W
hat i
s in
nova
tive
abou
t inn
ovat
ion
is th
at it
can
be
taug
ht
as a
dis
cipl
ine.
(E
urop
ean
Offi
ce o
f Tec
hnol
ogy
surv
ey –
Wha
t is
Inno
vatio
n?;
CS
C C
onsu
lting
)S
yste
mat
ic In
nova
tion
prov
ides
a m
eans
to im
prov
e yi
eld
of in
nova
tions
–
mak
ing
inno
vatio
n ou
tcom
e m
ore
pred
icta
ble.
©C
RE
AX
200
4
Inno
vatio
n =
val
ue c
reat
ion
•A
ddin
g va
lue
to a
n un
deru
tilis
ed r
esou
rce,
cha
ngin
g th
e va
lue
of th
e re
sour
ce:
–E
g ba
uxite
and
oil.
Bot
h re
nder
ed th
e la
nd in
fert
ile f
or a
gric
ultu
ral
appl
icat
ions
. F
ind
appl
icat
ions
(al
umin
ium
and
lubr
icat
ion/
fuel
) in
crea
sed
valu
e of
the
reso
urce
•C
hang
ing
the
valu
e ad
ded
= in
crea
sing
the
utili
ty o
f the
pr
oduc
t or
reso
urce
. C
an fi
nd n
ew a
pplic
atio
ns, e
g pl
astic
w
aste
mat
eria
l in
Woo
d P
last
ic C
ompo
site
. Or
new
way
s of
pe
rfor
min
g th
e sa
me
func
tion
with
less
.....
•S
olvi
ng a
pro
blem
/con
trad
ictio
n. T
echn
ical
con
trad
ictio
n an
d P
hysi
cal c
ontr
adic
tion.
TR
IZ m
etho
dolo
gy.
•E
volu
tiona
ry tr
ends
. E
ach
syst
em h
as a
pre
dict
able
de
velo
pmen
t pat
h.•
Inno
vatio
n =
incr
easi
ng b
enef
its, r
educ
ing
harm
, int
erfa
ce
and
cost
. V
ALU
E =
BE
NE
FIT
S –
(HA
RM
+IN
TE
RF
AC
E+C
OS
T)
©C
RE
AX
200
4
•m
ore
for
less
-m
ore
for
the
sam
e
-th
e sa
me
for
less
•le
ss fo
r le
ss
valu
e =
bene
fits
–(
harm
+ in
terf
ace
+ co
st )
Val
ue c
reat
ion.
...
VALU
E =
BE
NE
FIT
S -
(HA
RM
+ IN
TE
RFA
CE
+ C
OS
T)
©C
RE
AX
200
4
Pre
sent
atio
n/D
iscu
ssio
n
•In
trod
uctio
n•
Inno
vatio
n =
Val
ue c
reat
ion
•U
se e
xist
ing
reso
urce
s –
the
syst
ems
appr
oach
•Lo
ok fo
r ap
plic
atio
ns in
nat
ure
that
can
be
appl
ied
to o
ur
envi
ronm
ent
•M
ovin
g up
the
s-cu
rve
and
mov
ing
the
s-cu
rve
up...
.•
Sys
tem
atic
Inno
vatio
n–
Fun
ctio
ns –
chan
ge th
e w
ay t
hing
s ar
e do
ne
–T
echn
olog
ical
evo
lutio
n tr
ends
©C
RE
AX
200
4
Sys
tem
s ap
roac
h
•U
se w
hat e
xist
ing
reso
urce
s ar
e av
aila
ble:
–A
naly
se t
he s
yste
m
–S
uper
syst
em
–S
yste
m
–S
ub S
yste
ms
Bra
kesy
stem
Bra
ke
pad
Car
Tra
nspo
rt
Car
Bra
kesy
stem
Bra
kesy
stem
Bra
kepa
d
Lini
ngm
ater
ials
Sup
er s
yste
mS
yste
mS
ubsy
stem
©C
RE
AX
200
4
TANDEM CAMPMANY GUASCH DDB – Barcelona U
se o
f exi
stin
g re
sour
ces
©C
RE
AX
200
4
TANDEM CAMPMANY GUASCH DDB – Barcelona U
se o
f exi
stin
g re
sour
ces
©C
RE
AX
200
4
THE MARTIN AGENCY – Richmond, VAU
se o
f exi
stin
g re
sour
ces
©C
RE
AX
200
4
Nat
ure
–so
urce
of n
ew p
rodu
cts
•N
atur
e ha
s al
read
y de
velo
ped
solu
tions
for
prob
lem
s w
e ha
ve n
ot e
ven
defin
ed y
et!
•W
e ju
st n
eed
to lo
ok c
lose
r an
d st
udy
mor
e ca
refu
lly.
•P
enic
illin
was
dis
cove
red
by lo
okin
g cl
oser
!–
Ale
xand
er F
lem
ing
–A
ntib
acte
ria –
prot
ectio
n fr
om th
is m
ould
–G
reek
s us
ed m
ould
s to
trea
t inf
ectio
n
©C
RE
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200
4
ww
w.a
ctiv
glas
s.co
m
Lotu
s le
af -
mic
ro-s
truc
ture
Lo
tus
leaf
-w
ater
dro
plet
rep
ulsi
on
Lotu
s le
af a
nd s
elf c
lean
ing
glas
s
©C
RE
AX
200
4
Nat
ure’
s W
ay...
.
Ove
r th
e pa
st fe
w y
ears
man
ufac
ture
d dr
ugs
in
labo
rato
ries
have
lost
thei
r ap
peal
due
to th
e m
any
side
effe
cts.
Now
her
bal r
emed
ies
are
popu
lar
as
scie
ntis
ts h
ave
harn
esse
d th
e he
alin
g pr
oper
ties
of
man
y pl
ants
and
we
are
hope
ful o
f wha
t con
tinue
d re
sear
ch m
ay d
isco
ver
one
day.
©C
RE
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200
4
Rep
tile
Ant
i-Bio
tics
•S
cien
tists
are
als
o lo
okin
g to
the
anim
al
king
dom
for
answ
ers
. Rec
ently
sc
ient
ists
dis
cove
red
that
cro
codi
les
have
th
e st
rong
est i
mm
une
syst
em in
the
wor
ld
•. T
hey
stum
bled
on
a su
bsta
nce
in th
e cr
ocod
ile th
at c
an k
ill b
acte
ria w
hich
is
imm
une
to s
tand
ard
anti-
biot
ics.
•A
ppar
ently
the
dis
cove
ry w
as m
ade
durin
g th
e B
BC
film
ing
of c
roco
dile
s. T
he p
rodu
cer
notic
ed th
at d
espi
te th
e ho
rren
dous
inju
ries
that
cro
codi
les
infli
ct o
n ea
ch o
ther
, the
ir w
ound
s ra
rely
get
infe
cted
. It w
as
deci
ded
to g
et a
sam
ples
of t
he c
roc
bloo
d an
d fa
t. F
rom
thes
e sa
mpl
es r
esea
rche
rs
have
sin
ce is
olat
ed w
hat t
hey
term
ed a
no
vel a
nti-m
icro
bial
pep
tide.
•T
ests
hav
e fo
und
that
the
subs
tanc
e ki
lls
stra
ins
of v
irule
nt b
acte
ria th
at a
re r
esis
tant
to
all
stan
dard
ant
ibio
tics.
©C
RE
AX
200
4
Ele
ctric
eel
pow
ers
med
ical
dev
ices
•T
he s
ame
cells
ele
ctric
eel
s us
e to
sho
ck
pred
ator
s an
d pr
ey c
an b
e en
gine
ered
to
pow
er im
plan
ted
biom
edic
al d
evic
es, s
ay
rese
arch
ers
from
Yal
e U
nive
rsity
and
the
Nat
iona
l Ins
titut
e of
Sta
ndar
ds a
nd T
echn
olog
y (N
IST
).
•"W
e no
w u
nder
stan
d ho
w th
e na
tura
l ele
ctric
ee
l cel
ls w
ork,
" sa
id D
avid
LaV
an o
f NIS
T.
"Now
we
can
thin
k ab
out h
ow w
e ca
n us
e th
ose
cells
to p
ower
med
ical
dev
ices
."
•N
atur
al e
lect
ric e
el c
ells
gen
erat
e an
d re
leas
e el
ectr
ic p
ulse
s of
mor
e th
an 5
00 v
olts
with
eig
ht
diffe
rent
cha
nnel
s an
d pu
mps
.
©C
RE
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200
4
Sna
ke V
enom
etc
....
•A
n ex
perim
enta
l dru
g de
rived
from
the
veno
m o
f the
fear
ed
Mal
ayan
pit
vipe
r sh
ows
prom
ise
for
the
trea
tmen
t of s
trok
e,
an a
naly
sis
of s
ix s
tudi
es in
volv
ing
over
4,0
00 s
trok
e vi
ctim
s su
gges
ts.
The
dru
g, k
now
n as
Vip
rinex
, may
dou
ble
the
time
win
dow
du
ring
whi
ch v
ictim
s ca
n be
trea
ted
follo
win
g th
e on
set o
f sy
mpt
oms,
res
earc
hers
say
.
NA
TU
RE
pro
vide
s us
with
ans
wer
s to
man
y of
our
pro
blem
s an
d ch
alle
nges
.
©C
RE
AX
200
4
SS--C
urve
Cur
ve
Key
driv
ers
for
Inno
vatio
nK
ey d
river
s fo
r In
nova
tion
©C
RE
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200
4
valu
e cr
eatio
nva
lue
= be
nefit
s –
( ha
rm +
inte
rfac
e +
cost
)
Dom
inan
t fac
tor
in ti
me:
•pe
rfor
man
ce in
nova
tion
•er
gono
mic
inno
vatio
n
•ec
onom
ic in
nova
tion
•su
stai
nabl
e in
nova
tion
Rea
chin
g th
e ne
xt S
-cur
ve
VALU
E =
BE
NE
FIT
S -
(HA
RM
+ IN
TE
RFA
CE
+ C
OS
T)
©C
RE
AX
200
4
Value
Tim
e
VALU
E =
BE
NE
FIT
S -
(HA
RM
+ IN
TE
RFA
CE
+ C
OS
T)
Lim
it of
Cap
abili
ty
Targ
et V
alue
New
Val
ue S
yste
mP
oten
tial D
isru
ptio
n
Gai
ning
IN
NO
VA
TIO
N P
OT
EN
TIA
L
Inno
vatio
n: V
alue
cre
atio
nIn
nova
tion:
val
ue c
reat
ion
©C
RE
AX
200
4
Fun
dam
enta
l Lim
it of
Cap
abili
ty
Tim
e
Val
ue=
B-(
C+H
+I)
Cur
rent
Sys
tem
Rea
chin
g th
e ta
rget
nee
ds a
cha
nge
of s
yste
m:
Thr
ee w
ays
to id
entif
y in
nova
tion:
•D
oing
the
sam
e in
ano
ther
way
•Ta
king
a ju
mp
to a
new
sta
ge in
th
e ev
olut
ion
tren
d•
Sol
ving
an
inhe
rent
con
flict
Targ
et V
alue
Rea
chin
g th
e ne
xt S
-cur
ve
©C
RE
AX
200
4
Sys
tem
atic
Inno
vatio
n
•S
ytem
atic
Inno
vatio
n M
etho
dolo
gy
–F
unct
ion
Dat
abas
e
•S
olut
ions
alre
ady
exis
t in
field
s re
mot
e fr
om y
our
own.
–T
echn
olgi
cal e
volu
tion
tren
ds
•T
he e
volu
tion
of a
ll te
chni
cal s
yste
ms
is g
over
ned
by o
bjec
tive
law
s
–S
olvi
ng c
onfli
cts
& c
ontr
adic
tions
•S
earc
h ou
t and
res
olve
the
fund
aman
tal c
ontr
adic
tion
©C
RE
AX
200
4
Pre
sent
atio
n co
nten
t
•S
ytem
atic
Inno
vatio
n M
etho
dolo
gy
–F
unct
ion
Dat
abas
e
–T
echn
olgi
cal e
volu
tion
tren
ds
–S
olvi
ng c
onfli
cts
& c
ontr
adic
tions
©C
RE
AX
200
4
Take
the
wat
er o
ut o
f the
gla
ssTa
ke th
e w
ater
out
of t
he g
lass
•(D
on’t
touc
h th
e gl
ass)
Sol
utio
ns c
hang
e, fu
nctio
ns r
emai
n.
©C
RE
AX
200
4
Aco
ust
ic C
avita
tion
Aco
ust
ic V
ibra
tion
sA
rch
imed
es’ P
rinci
ple
Ber
no
ulli
’s T
heo
rem
Bo
ilin
gB
rush
Co
nst
ruct
ion
sC
apill
ary
Co
nd
ensa
tion
Cap
illar
y E
vap
ora
tion
Cap
illar
y P
ress
ure
Co
and
a E
ffect
Co
nd
ensa
tion
Co
ulo
mb
’s L
awD
efo
rmat
ion
Ele
ctro
cap
illar
y E
ffect
Ele
ctro
osm
osi
sE
lect
rop
ho
resi
sE
lect
rost
atic
Ind
uct
ion
Elli
pse
Eva
po
ratio
nF
erro
mag
net
ism
Fo
rced
Osc
illat
ion
sF
un
nel
Effe
ctG
ravi
tyIn
ertia
Ion
ic E
xch
ange
Jet F
low
Lore
ntz
Fo
rce
Mag
net
ost
rictio
nM
ech
ano
calo
ric E
ffect
Osm
osi
sP
asca
l Law
Res
on
ance
Sh
ock
Wav
eS
pira
lS
up
er T
her
mal
Co
nd
uct
ivity
Su
per
fluid
ityS
urf
ace
Ten
sio
nT
her
mal
Exp
ansi
on
Th
erm
oca
pill
ary
Effe
ctT
her
mo
mec
han
ical
Effe
ctU
ltras
on
ic C
apill
ary
Effe
ctU
ltras
on
ic V
ibra
tion
sU
se o
f fo
amW
ettin
g
How
man
y w
ays
do w
e kn
ow to
MO
VE
a L
iqui
d?
Kno
wle
dge
of a
ll fie
lds!
Sol
utio
ns c
hang
e, fu
nctio
ns r
emai
n
©C
RE
AX
200
4
Fun
ctio
n da
taba
se
ww
w.c
reax
.com
How
man
y w
ays
exis
t to
perf
orm
a c
erta
in
func
tion?
©C
RE
AX
200
4
OB
JEC
TIV
E:
To
sell
mor
e w
ashi
ng p
owde
r
OB
JEC
TIV
E:
To s
ell m
ore
‘cle
aned
clo
thes
’
Fun
ctio
n da
taba
se: P
&G
exa
mpl
e
©C
RE
AX
200
4
• D
esor
ptio
n•
Aco
ustic
cav
itatio
n•
Aco
ustic
vib
ratio
n•
Cav
itatio
n•
Jet e
rosi
on•
Ele
ctro
-ero
sion
• E
lect
ron
impa
ct d
esor
ptio
n•
Lase
r ev
apor
atio
n•
Ion
beam
• R
edox
rea
ctio
ns•
Hyd
rody
nam
ic c
avita
tion
• La
ser
gette
ring
• Lo
ngitu
dina
l ultr
ason
ic o
scill
atio
n•
Ultr
ason
ics
• F
rictio
n•
Cry
olys
is•
Pho
to-o
xida
tion
• O
ptoh
ydra
ulic
effe
ct•
Ele
ctric
al e
xplo
sion
• T
herm
o-de
stru
ctio
n•
Dis
solu
tion
• E
lect
ro-r
heol
ogic
al e
ffect
• B
rush
es•
Ele
ctro
lysi
s
Cla
ssifi
catio
n of
Effe
cts
by F
UN
CT
ION
CLE
AN
SO
LID
Fun
ctio
n da
taba
se: P
&G
exa
mpl
e
©C
RE
AX
200
4
SA
NY
O In
trod
uces
the
Wor
lds
Firs
t Zer
o-D
eter
gent
El
ectr
olyz
ed W
ater
C
lean
ing
Pow
ered
Was
hing
Mac
hine
Allo
ws
the
optio
n of
"D
eter
gent
Cou
rse"
or
"Non
-Det
erge
nt C
ours
e"
acco
rdin
g to
the
exte
nt a
nd ty
pe o
f dirt
SA
NY
O h
as n
ow s
ucce
eded
in im
plem
entin
g its
E
lect
roly
zed
Wat
er te
chno
logy
cul
tivat
ed in
SA
NY
O's
W
ater
pur
ifyin
g ba
cter
ia-r
emov
ing
devi
ce in
to th
e F
ully
-Aut
omat
ic
"Was
h w
ith U
ltras
onic
Wav
es a
nd E
lect
roly
sis"
w
ashi
ng m
achi
ne. B
y co
mbi
ning
Ele
ctro
lyze
d W
ater
's
dirt
dis
solv
ing
and
bact
eria
-rem
ovin
g pr
oper
ties
with
th
e cl
eans
ing
pow
er o
f Ultr
ason
ic W
ave
tech
nolo
gy
SA
NY
O h
as b
roug
ht t
o re
aliz
atio
n th
e W
orld
's fi
rst
"Zer
o-D
eter
gent
cou
rse"
was
hing
mac
hine
.
Fun
ctio
n da
taba
se: P
&G
exa
mpl
e
©C
RE
AX
200
4
Evo
lutio
nary
Tre
nd :
P&
G e
xam
ple
The
dev
elop
men
t of t
he p
owde
r-fr
ee w
ashi
ng m
achi
ne c
ould
al
so b
e de
rived
by
stud
ying
the
evol
utio
nary
prin
cipl
e fo
r w
ashi
ng p
owde
r –
ieto
wha
t ext
ent c
an w
ashi
ng
pow
der/
clea
ning
sys
tem
evo
lve
to it
s ul
timat
e te
chni
cal
limit?
•T
he e
volv
emen
t of
soap
from
sol
id -
> p
owde
r ->
liqu
id -
>
spra
y ->
ultr
asou
nd r
epre
sent
s on
e of
the
evol
utio
nary
tr
ends
dev
elop
ed b
y A
ltshu
ller.
©C
RE
AX
200
4
Object segmentation:
Evo
lutio
nary
Tre
nd :
San
yo e
xam
ple
Soa
pU
ltras
ound
Acc
oust
ic c
avita
tion
Evo
lutio
n
Was
hing
po
wde
rW
ashi
ng
pow
der
Spr
ay
©C
RE
AX
200
4
Com
bini
ng T
ools
–P
owde
r-le
ss w
ashi
ng
•D
efin
e Id
eal F
inal
Res
ult
(IF
R):
–C
lean
clo
thes
•
How
do
we
clea
ncl
othe
s?
–R
emov
e di
rt•
How
do
we
rem
ove
dirt
–U
se fu
nctio
ns d
atab
ase
to id
entif
y m
eans
–S
elec
t mos
t app
ropr
iate
mea
ns to
per
form
the
func
tion
•Id
entif
y ap
plic
able
evo
lutio
nary
tren
d fo
r so
ap, p
owde
r–
Var
ious
tren
ds c
ould
app
ly –
scre
en a
ll•
Obj
ect s
egm
enta
tion
•M
acro
->
Nan
o
–S
elec
t mos
t app
ropr
iate
tren
d th
at d
epic
ts th
e m
ost s
uita
ble
evol
utio
nary
pat
h.
©C
RE
AX
200
4
Pre
sent
atio
n co
nten
t
•S
ytem
atic
Inno
vatio
n M
etho
dolo
gy
–F
unct
ion
Dat
abas
e
–T
echn
olgi
cal e
volu
tion
tren
ds
–S
olvi
ng c
onfli
cts
& c
ontr
adic
tions
©C
RE
AX
200
4
Evo
lutio
nary
Tre
nds
Evo
lutio
nary
Tre
nds
©C
RE
AX
200
4
Evo
lutio
nary
Tre
nds
•E
volu
tiona
ry tr
ends
–D
evel
opm
ent/e
volu
tion
of p
rodu
cts
and
proc
esse
s go
vern
ed b
y ob
ject
ive
law
s –
see
the
tren
ds...
–A
ll sy
stem
s (p
rodu
cts)
evo
lve
in th
e di
rect
ion
of in
crea
sing
idea
lity.
. (L
aw o
f Ide
ality
).
–It
striv
es to
ach
ieve
the
ulti
mat
e lim
it of
the
syst
em/p
rodu
ct w
here
all
good
thin
gs a
re d
eliv
ered
(va
lue)
and
all
bad
thin
gs a
re r
emov
ed
(inte
rfac
e, h
arm
, cos
t)
–Id
ealit
y ??
= I
wan
t it n
ow, i
t mus
t be
perf
ect
and
it m
ust b
e fr
ee!!
The
refo
re
–U
nexp
loite
d po
tent
ial i
n a
prod
uct/s
yste
m is
the
diffe
renc
e be
twee
n th
e cu
rren
t sys
tem
and
the
syst
em’s
evo
lutio
nary
lim
it.
–E
volu
tiona
ry p
oten
tial c
an b
e de
fined
as
the
“dev
elop
men
t pat
h or
pl
an”
for
a pr
oduc
t or
syst
em...
.
©C
RE
AX
200
4
Evo
lutio
nary
Tre
nds
-•
Sm
art M
ater
ials
•S
pace
Seg
men
tatio
n•
Sur
face
Seg
men
tatio
n•
Obj
ect S
egm
enta
tion
•M
acro
to N
ano
•W
ebs
and
Fib
res
•D
ecre
asin
g de
nsity
•In
crea
sing
Asy
mm
etry
•B
ound
ary
Bre
akdo
wn
•G
eom
etric
Evo
lutio
n•
Dyn
amiz
atio
n•
Act
ion
Co-
ordi
natio
n•
Rhy
thm
Co-
ordi
natio
n•
Non
-Lin
earit
ies
•M
ono-
Bi-P
oly
•R
educ
ed D
ampi
ng•
Incr
ease
d us
e of
sen
ses
•In
crea
sing
use
of c
olou
r•
Incr
easi
ng tr
ansp
aren
cy•
Cus
tom
er P
urch
ase
focu
s•
Mar
ket E
volu
tion
•D
esig
n P
oint
•D
egre
es o
f fre
edom
•T
rimm
ing
•C
ontr
olla
bilit
y•
Red
ucin
g H
uman
Invo
lvem
ent
•D
esig
n M
etho
dolo
gy•
Red
ucin
g nu
mbe
r of
Ene
rgy
conv
ersi
ons
Mon
olith
ic S
olid
Hol
low
S
truc
ture
Str
uctu
re w
ith
Mul
tiple
H
ollo
ws
Cap
illar
y P
orou
s S
truc
ture
©C
RE
AX
200
4
Cur
rent
Sys
tem
New
Sys
tem
Fun
dam
enta
l Lim
it of
Cap
abili
ty
Tim
e
Targ
et
Taki
ng a
jum
p to
a n
ew
stag
e in
the
tren
d(s)
Val
ue=
B-(
C+H
+I)
Evo
lutio
n tr
ends
©C
RE
AX
200
4
Evo
lutio
nary
Tre
nds
–se
gmen
tatio
n....
..
•M
iche
lin T
wee
l:–
Com
bine
s va
rious
in
nova
tion
prin
cipl
es:
–Id
eal F
inal
Res
ult:
•W
heel
with
no
air
–E
volu
tiona
ry T
rend
•S
pace
Seg
men
tatio
n.
•W
ill ta
ke 1
0 –
15 y
ears
to
com
mer
cial
ise
•w
ww
.mic
helin
.com
©C
RE
AX
200
4
Space segm
entation
Bric
ks
Spo
rts
shoe
Cho
cola
te
Ben
efits
Mon
olith
ic to
Hol
low
:
-red
uced
wei
ght
-red
uced
use
of m
ater
ial
-inse
rt o
ther
mat
eria
l-a
ttach
men
t hol
es-in
crea
se m
omen
t of i
nert
ia-p
ass
som
ethi
ng th
roug
h th
e ob
ject
-impr
ove
heat
tran
sfer
Hol
low
to M
ultip
le H
ollo
w:
-impr
ove
heat
tran
sfer
-impr
ove
stre
ngth
pro
pert
ies
-pas
s m
ultip
le th
ings
thro
ugh
obje
ct-in
crea
se s
urfa
ce a
rea
Evo
lutio
nary
Tre
nds
–sp
ace
segm
enta
tion.
.....
©C
RE
AX
200
4
Evo
lutio
nary
Tre
nds
Som
e ex
ampl
es
©C
RE
AX
200
4
Tec
hnic
al tr
ends
: obj
ect s
egm
enta
tion
Soa
pU
ltras
ound
Acc
oust
ic c
avita
tion
Evo
lutio
n
Was
hing
po
wde
rW
ashi
ng
pow
der
Spr
ay
©C
RE
AX
200
4
Surface segm
entation
Ben
efits
Sm
ooth
to R
ibbe
d
-eas
iert
ogr
ip
-red
uce
aero
dyna
mic
dra
g
-impr
ove
trac
tion
-impr
ove
drai
nage
-impr
ove
heat
tran
sfer
-incr
ease
sur
face
are
a
-impr
ove
aest
hetic
app
eara
nce
-incr
ease
noi
se
-impr
ove
loca
tion
whe
n jo
inin
g to
an
othe
r obj
ect (
toot
hed-
belt)
Rib
bed
to3D
Rou
ghen
ed
-red
uce
drag
-impr
ove
trac
tion
-impr
ove
grip
-aer
odyn
amic
con
trol
labi
lity
-sel
f-cl
eani
ng (L
otus
Eff
ect)
-impr
ove
heat
tran
sfer
-incr
ease
sur
face
are
a
-add
iden
tific
atio
n m
arks
Con
trol
led
fligh
tB
ette
r ae
rody
nam
ica
Inno
vatio
n op
port
unity
?
Tec
hnic
al tr
ends
: Sur
face
seg
men
tatio
n
©C
RE
AX
200
4
•A
jum
p to
a n
ext s
tage
in th
e ev
olut
ion
tren
d ca
n b
ring
you
to th
e ne
xt S
-Cur
ve:
Exa
mpl
e:
knife
�sc
isso
rs �
wire
cut
ter �
wat
er c
utte
r �
lase
r cu
tter
Oth
er:
Ste
erin
g (‘F
ord
T’
� ���m
echa
nica
l ste
erin
g � ���
Hyd
raul
ic s
teer
ing
� ���E
lect
roni
c st
eerin
g)
Wea
ving
(M
echa
nica
l wea
ving
� ���
wat
erje
t � ���
airje
t wea
ving
� ���
elec
tros
tatic
wea
ving
?)
Mea
surin
g (r
uler
� ���
fold
ing
rule
r � ���
tape
mea
sure
� ���
ultr
asou
nd � ���
lase
r m
easu
re)
Tec
hnic
al tr
ends
: Dyn
amiz
atio
n
©C
RE
AX
200
4
Tec
hnic
al tr
ends
: exa
mpl
es o
f Dyn
amis
atio
n
©C
RE
AX
200
4
Linear geom
etric evolution
Ben
efits
Poi
nt to
Lin
e
-impr
ove
load
dis
trib
utio
n-im
prov
e flo
w d
istr
ibut
ion
-impr
ove
inte
grity
of a
join
-incr
ease
hyd
raul
ic d
iam
eter
-incr
ease
sur
face
are
a-c
hang
e or
ient
atio
n-im
prov
e ab
ility
to s
ee o
bjec
t
Line
to P
lane
-impr
ove
load
dis
trib
utio
n-im
prov
e flo
w d
istr
ibut
ion
-impr
ove
stre
ngth
pro
pert
ies
-impr
ove
mom
ent o
f ine
rtia
-impr
ove
join
ing
loca
tion
-incr
ease
sur
face
are
a-a
dd n
ew fu
nctio
n
Lam
ps
Airp
orts
Sin
gle
stop
Z
aven
tem
Ch.
De
Gau
lle
Ste
el w
ire
Wire
Fla
t wire
P
rofil
e w
ire
Tec
hnic
al tr
ends
: Lin
ear
Geo
met
ry E
volu
tion
©C
RE
AX
200
4
Increasing transparancy
Ben
efits
Opa
que
to T
rans
pare
nt:
-in
crea
sed
natu
ral i
llum
inat
ion
-sa
ve e
nerg
y-
aest
hetic
al a
ppea
l-
incr
ease
vis
ibili
ty f
or s
afet
y-
ease
of i
nspe
ctio
n-
impr
essi
on o
f red
uced
siz
e
Tran
spar
ent t
o A
ctiv
e tr
ansp
aren
t ele
men
ts:
-ad
d ne
w fu
nctio
n/in
tegr
atio
n of
ot
her f
unct
ions
-al
low
var
iatio
n in
pro
pert
ies
Tec
hnic
al tr
ends
: In
crea
sing
Tra
nspa
renc
y
©C
RE
AX
200
4
Usi
ng E
volu
tiona
ry P
oten
tial t
o M
ap
prod
uct d
evel
opm
ent p
oten
tial
©C
RE
AX
200
4
Map
ping
inno
vatio
n po
tent
ial
©C
RE
AX
200
4
Map
ping
inno
vatio
n po
tent
ial
©C
RE
AX
200
4
Wip
er b
lade
s
•E
volu
tiona
ry tr
ends
–W
iper
bla
des
exam
ple
•D
o aw
ay w
ith w
iper
bla
des?
–S
yste
m a
ppro
ach
poin
ts to
“w
inds
cree
n”•
Dar
rel M
ann
syst
emat
ic In
nova
tion
“Han
ds O
n S
yste
mat
ic In
nova
tion”
–P
ilkin
gton
gla
ss!!
•A
ctiv
Gla
ss –
Lotu
s Le
af c
once
pt...
.•
Sel
f Cle
anin
g....
.
©C
RE
AX
200
4
Cur
rent
evo
lutio
n:
Evo
lutio
nary
pot
entia
l®: e
xam
ple
wip
er
©C
RE
AX
200
4
Map
ping
inno
vatio
n po
tent
ial
©C
RE
AX
200
4
Map
ping
inno
vatio
n po
tent
ial
©C
RE
AX
200
4
Map
ping
inno
vatio
n po
tent
ial
©C
RE
AX
200
4
Map
ping
inno
vatio
n po
tent
ial
©C
RE
AX
200
4
Map
ping
inno
vatio
n po
tent
ial
©C
RE
AX
200
4
Map
ping
inno
vatio
n po
tent
ial
©C
RE
AX
200
4
1.F
unct
iona
lity
2.E
volu
tion
tren
ds3.
Con
trad
ictio
ns &
Con
flict
sM
appi
ng in
nova
tion
pote
ntia
l
©C
RE
AX
200
4
1.F
unct
iona
lity
2.E
volu
tion
tren
ds3.
Con
trad
ictio
ns &
Con
flict
sM
appi
ng in
nova
tion
pote
ntia
l
©C
RE
AX
200
4
1.F
unct
iona
lity
2.E
volu
tion
tren
ds3.
Con
trad
ictio
ns &
Con
flict
sM
appi
ng in
nova
tion
pote
ntia
l
©C
RE
AX
200
4
Map
ping
inno
vatio
n po
tent
ial
©C
RE
AX
200
4
Map
ping
inno
vatio
n po
tent
ial
©C
RE
AX
200
4
Map
ping
inno
vatio
n po
tent
ial
©C
RE
AX
200
4
Map
ping
inno
vatio
n po
tent
ial
©C
RE
AX
200
4
SIM
Sys
tem
atic
Inno
vatio
n M
etho
dolo
gy
Evo
lutio
nry
pote
ntia
l plo
ts: t
echn
olog
y ev
olut
ion
©C
RE
AX
200
4
Usi
ng v
ario
us to
ols.
. To
achi
eve
com
bine
d be
tter
prod
uct/s
yste
m...
•W
inds
cree
n de
velo
pmen
tS
yste
ms
appr
oach
Com
bine
d w
ith ::
•E
volu
tiona
ry p
oten
tial
Win
dscr
een
wip
er=
> Im
prov
ed v
isib
ility
=>
impr
oved
saf
ety.
...
etc
©C
RE
AX
200
4
Win
dscr
een
deve
lopm
ent :
Sys
tem
s ap
proa
ch
WIn
dshi
eld
Wip
er
Car
Tra
nspo
rt
Car
Bra
kesy
stem
Cha
ssis
Bod
y
Gla
s
Sup
er s
yste
m
Sys
tem
Sub
syst
em
©C
RE
AX
200
4
ww
w.a
ctiv
glas
s.co
m
Lotu
s le
af -
mic
ro-s
truc
ture
Lo
tus
leaf
-w
ater
dro
plet
rep
ulsi
on
Gla
ss D
evel
opm
ent :
Sel
f cle
anin
g gl
ass
©C
RE
AX
200
4
Rol
ls R
oyce
initi
ally
dev
elop
ed th
is
bris
tle s
ealin
g pa
tent
…
… a
nd w
as d
esig
ned
arou
nd /
stre
ngth
ened
by
the
com
pet
ition
:
Met
al b
ristle
Mon
o-B
i-Pol
y +
Geo
met
ric E
volu
tion
Mon
o-B
i-Pol
yG
eom
etric
ev
olut
ion
Dyn
amiz
atio
nC
urve
d B
ristle
s
Usi
ng E
volu
tiona
ry T
rend
s in
pat
ent d
evel
opm
ent:
Tech
nica
l alte
rnat
ives
©C
RE
AX
200
4
Pre
sent
atio
n co
nten
t
•S
ytem
atic
Inno
vatio
n M
etho
dolo
gy
–F
unct
ion
Dat
abas
e
–T
echn
olgi
cal e
volu
tion
tren
ds
–S
olvi
ng c
onfli
cts
& c
ontr
adic
tions
©C
RE
AX
200
4
Sol
ving
Con
flict
s an
d C
ontr
adic
tions
Sol
ving
Con
flict
s an
d C
ontr
adic
tions
©C
RE
AX
200
4
Tim
e
Sol
ving
con
flict
s an
d co
ntra
dict
ions
Con
trad
ictio
ns &
con
flict
s
TR
IZ h
as 4
0 In
vent
ive
Prin
cipl
es to
sol
ve c
halle
ngin
g pr
oble
ms.
Som
e ex
ampl
es a
re:
Cha
nge
whe
nth
ings
hap
pen
–Ti
me
Cha
nge
whe
reth
ings
hap
pen
–S
pace
C
hang
e ho
w th
ings
fitt
oget
her
–P
arts
and
Who
le
Seg
men
tbas
ed u
pon
spec
ific
cond
ition
s
©C
RE
AX
200
4
Cur
rent
Sys
tem
Nex
t Sys
tem
Fun
dam
enta
l Li
mit
of C
apab
ility
Tim
e
Targ
et
Sol
ving
con
flict
s an
d co
ntra
dict
ions
Val
ue=
B-(
C+H
+I)
Con
trad
ictio
ns &
con
flict
s
©C
RE
AX
200
4
1. S
egm
enta
tion
2. E
xtra
ctio
n3.
Loc
al Q
ualit
y4.
Asy
mm
etry
5. C
ombi
natio
n6.
Uni
vers
ality
7. ‘
Nes
ted
Dol
l’8.
Cou
nter
wei
ght
9. P
rior
Cou
nter
-Act
ion
10.
Prio
r Act
ion
11.
Prio
r C
ushi
onin
g12
. E
qui-p
oten
tialit
y13
. ‘T
he O
ther
Way
Rou
nd’
14.
Cur
vatu
re15
. D
ynam
ics
16.
Par
tial o
r E
xces
sive
Act
ion
17.
Ano
ther
Dim
ensi
on18
. M
echa
nica
l Vib
ratio
n19
. P
erio
dic
Act
ion
20.
Con
tinui
ty o
f Use
ful A
ctio
n
21.
Ski
ppin
g22
. ‘B
less
ing
in D
isgu
ise’
23.
Fee
dbac
k24
. In
term
edia
ry25
. S
elf-
Ser
vice
26.
Cop
ying
27.
Che
ap/S
hort
Liv
ing
28.
Mec
hani
cs S
ubst
itutio
n29
. P
neum
atic
s an
d H
ydra
ulic
s30
. F
lexi
ble
She
lls/T
hin
Film
s31
. P
orou
s M
ater
ials
32.
Col
our
Cha
nges
33.
Hom
ogen
eity
34.
Dis
card
ing
and
Rec
over
ing
35.
Par
amet
er C
hang
es36
. P
hase
Tra
nsiti
ons
37.
The
rmal
Exp
ansi
on38
. S
tron
g O
xida
nts
39.
Iner
t Atm
osph
ere
40.
Com
posi
te M
ater
ials
Inve
ntiv
e pr
inci
ples
©C
RE
AX
200
4
LEN
SA
BR
AS
IVE
ST
ICK
Pol
ishi
ng a
lens
“Wha
t is
the
limiti
ng c
ontr
adic
tion?
”
Sol
ving
a c
ontr
adic
tion
/ con
flict
©C
RE
AX
200
4
LEN
SA
BR
AS
IVE
ST
ICK
Pol
ishi
ng a
lens
“Wha
t is
the
limiti
ng c
ontr
adic
tion?
”•
Incr
ease
spe
ed
whi
ch le
ads
to …
…•
incr
ease
d te
mpe
ratu
re
and
•M
ater
ial d
efor
mat
ion,
m
eltin
get
c….
Sol
ving
a c
ontr
adic
tion
/ con
flict
©C
RE
AX
200
4
LEN
SA
BR
AS
IVE
+ IC
E
Abr
asiv
e +
Ice
-In
vent
ive
Prin
cipl
e ‘P
hase
Tra
nsiti
on’
A g
ood
solu
tion
to th
is p
roce
ss p
robl
em
Wha
t mus
t be
impr
oved
? S
PE
ED
Wha
t is
stop
ping
us?
TE
MP
ER
AT
UR
E
The
lim
iting
con
trad
ictio
n is
spe
ed v
ersu
s te
mpe
ratu
re.
28Ta
king
Out
36
Mec
hani
cs S
ubst
itutio
n 31
P
hase
Tra
nsiti
on3
F
lexi
ble
She
lls &
Thi
n F
ilms
The
CR
EA
X C
ontr
adic
tion
Mat
rix r
ecom
men
ds fo
llow
ing
prin
cipl
es fo
r so
lvin
g th
is c
ontr
adic
tion:
Sol
ving
a c
ontr
adic
tion
/ con
flict
©C
RE
AX
200
4
Con
trad
ictio
ns &
con
flict
s
Prin
cipl
es in
the
CR
EA
X C
ontr
adic
tion
Mat
rix
Wor
seni
ng p
aram
eter
Impr
ovin
g pa
ram
eter
Rec
omm
ende
dpr
inci
ples
©C
RE
AX
200
4
•T
urbo
for
Inno
vatio
n•
Nob
ody
as s
mar
t as
all o
f us
•T
he id
eal f
inal
res
ult
•A
fram
ewor
k fo
r kn
owle
dge
CR
EA
XC
RE
AX
Sys
tem
atic
Inno
vatio
n S
yste
mat
ic In
nova
tion
Met
hodo
logy
Met
hodo
logy
Con
clus
ions
©C
RE
AX
200
4
Idea
l Fin
al R
esul
t
A B C
IFR
©C
RE
AX
200
4
Nee
ds
Pro
blem
so
lvin
g /
Idea
ge
ner
atio
n
Impl
em
en-
tatio
n
Det
ail
ed
desi
gn
/ E
ngin
eerin
g
Sup
ply
Man
agem
ent
Fea
sibi
lity
Stu
dy
Ear
nin
gs /
savi
ngs
Clie
nt
CR
EA
X P
roje
ct
Pro
ject
dev
elop
er
CR
EA
X C
oord
inat
ion
Inno
vatio
n S
tudy
Pro
blem
Sol
ving
P
roje
ct
Sol
utio
n M
arke
ting
Pro
cess
Inno
vatio
n &
Cos
t cut
ting
Out
sour
cing
Par
tner
s
Mar
ketin
g bu
reau
Pro
duct
Des
igne
r
Tech
nolo
gy P
artn
er
Test
Lab
Man
ufac
ture
r
Pro
jec t
Eva
lua
tion
Val
ue c
reat
ion
proc
ess
©C
RE
AX
200
4
Project Aim
& Objectives
Function Analysis
Contradiction Analysis
Evolutionary Potential
Patent Analysis
CREAX India
Function Database
Feasibility &
Supplier Sourcing
Pro
ject
pro
cess
©C
RE
AX
200
4
“It’s
fant
astic
ally
inte
rest
ing
and
usef
ul in
my
job”
Ele
na O
, Mar
s, R
ussi
a.
“Ext
rem
ely
inte
rest
ing.
Oth
er w
ay o
f thi
nkin
g.
Get
out
of t
he b
ox”
Ann
emie
V, D
eknu
dt D
ecor
a, B
elgi
um.
“Ver
y in
tere
stin
g to
ols
whi
ch w
ill b
ring
adde
d va
lue
in th
e co
mpa
ny.”
Ric
si H
, Van
Gee
l sys
tem
s, T
he N
ethe
rland
s.
“Ver
y us
eful
. The
cou
rse
is fu
n to
take
and
it g
ave
me
the
idea
that
I’m
abl
e to
w
ork
with
the
syst
emat
ic In
nova
tion
met
hodo
logy
and
do
beau
tiful
thin
gs w
ith it
. T
he c
ours
e ha
s w
oken
my
enth
usia
sm u
p ag
ain.
”P
aul A
, Phi
lips,
The
Net
herla
nds.
A lo
t of h
ighl
y te
chni
cal m
ater
ial e
xpla
ined
in a
com
preh
ensi
ve
man
ner.
Ver
y S
yste
mat
ic! P
rom
isin
g co
nten
t!Je
roen
L, S
hell,
The
Net
herla
nds.
©C
RE
AX
200
4
Bec
ome
a S
IM-e
xper
t-F
ree
Tria
l Sof
twar
e, tr
aini
ng e
tc.
•C
RE
AX
Inno
vatio
n S
uite
–C
ombi
ned
vario
us to
ols
into
one
use
ful p
roce
ss/g
uida
nce
tool
.
–V
ario
us a
pplic
atio
ns•
Indu
stria
l app
licat
ions
•IT
/Sof
twar
e de
velo
pmen
t•
Man
agem
ent a
pplic
atio
ns
–V
ario
us to
ols
•E
volu
tiona
ry p
oten
tial
•C
onfli
ct re
solu
tion
with
Mat
rix•
Per
cept
ion
map
ping
•E
valu
ate
optio
ns
–B
uy M
odul
es o
r co
mpl
ete
softw
are
suite
•w
ww
.cre
axin
nova
tions
uite
.com
•T
rain
ing
cour
se
–C
an b
e of
fere
d in
SA
or
Bel
gium
(Ie
per)
•w
ww
.cre
ax.c
omfo
r de
tails
©C
RE
AX
200
4
690
Cis
kast
reet
, Gar
sfon
tein
Pre
toria
SO
UT
H A
FR
ICA
Tel.:
+27
12
998
7272
Cel
l.: +
27 8
2 45
6 16
53ko
bus@
cisk
astr
eet.c
om
ww
w.c
iska
stre
et.c
omw
ww
.cre
ax.c
om