en.creativity tools - an introduction [compatibility mode]

7/30/2019 En.creativity Tools - An Introduction [Compatibility Mode]

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Creativity Tools - An Introduction

Refs: Mind ToolsLam Quang Vu


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Techniques

Improving a product or service - Reversaland SCAMPERCreating or improving products, services &

s ra eg es:Attribute Listing, Morphological Analysis &Matrix Analysis

Generating many radical ideasBrainstorming and Reverse Brainstorming

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Techniques (cont.)Widening the search for solutions - Concept FanLooking at problems from different perspectives -Reframing MatrixMaking creative leaps - Random Input

Carrying out thought experiments ProvocationA simple process for creativity - DO ITA powerful integrated problem solving process

SimplexA powerful approach to creative problem solving -TRIZ



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Reversal

Reversal is a good tool for improving aproduct or a service. To use it, ask theopposite of the question you want to ask,



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ExamplesImagine that you want to improve the response of aservice center. Using Reversal you would ask 'Howwould I reduce customer satisfaction?'. Afterconsidering this question you might give the following

Not answering the phone when customers callNot returning phone callsHave people with no product knowledge answeringthe phonUse rude staffGive the wrong advice



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Examples

After using Reversal, you would ensurethat appropriate staff members werehandling incoming phone calls efficiently

.programs to ensure that they were givingaccurate and effective advice.



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Reversal Key points

Reversal is a good, easy process forimproving products and services. You useit by asking the exact opposite of the

,apply the results appropriately.



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SCAMPER

Generating new products and servicesSCAMPER is a checklist that helps you tothink of changes you can make to an existing

these changes either as direct suggestions oras starting points for lateral thinking.



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SCAMPERS - Substitute - components, materials, people

C - Combine - mix, combine with other assemblies or services,integrateA - Adapt - alter, change function, use part of another element

- - , ,

attributes (e.g. color)P - Put to another useE - Eliminate - remove elements, simplify, reduce to corefunctionalityR - Reverse - turn inside out or upside down



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ExampleAs an example, imagine that you are a manufacturer of nuts and

bolts, and you were looking for new products. SCAMPER wouldgive you:Substitute - use of high tech materials for niche markets, such as highspeed steel? Carbon fiber? Plastics? Glass? Non-reactive material?

-

Adapt - put Allen key or Star head on bolt? Countersink head?Modify - produce bolts for watches or bridges? Produce different shapedbolts (e.g. screw in plugs)? Pre-painted green bolts?Put to another use - bolts as hinge pins? As axles?Eliminate - Eliminate nuts, washers, heads, thread, etc.Reverse - make dies as well as bolts, make bolts that cut threads forthemselves in material, etc.



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SCAMPER Key points

SCAMPER is an acronym for Substitute,Combine, Adapt, Modify, Put to another use, Eliminate, Reverse . This is a list of

products and services to open up newopportunities

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Attribute Listing, MorphologicalAnalysis and Matrix Analysis

Attribute Listing, Morphological Analysisand Matrix Analysis are good techniquesfor finding new combinations of products or

.discussed together. We use AttributeListing and Morphological Analysis togenerate new products and services



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How to use this tool (step 1)Firstly list the attributes of the product, service or

strategy you are examining.Attributes are parts, properties, qualities or design elementsof the thing being looked at.

Attributes of a pencil would be shaft material, lead material,hardness of lead, width of lead, quality, color, weight, price,and so on.A television plot would have attributes such as characters,actions, locations, and weather.A marketing strategy you might use attributes such as ofmarkets open to you, uses of the product, and skills you haveavailable



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How to use (step 2)

Draw up a table using these attributes ascolumn headings. Write down as manyvariations of the attribute as possible within

.that benefits from Brainstorming. The tableshould now show all possible variations ofeach attribute.



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How to use (step 3)

Now select one entry from each column.Either do this randomly or select interestingcombinations. By mixing one item from

,of components. This is a new product,service or strategy.

Finally, evaluate and improve that mixtureto see if you can imagine a profitablemarket for it.



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Examples

Imagine that you want to create a newlamp . The starting point for this might be tocarry out a morphological analysis.

supply, bulb type, light intensity, size,style, finish, material, shade , and so on.



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Examples



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ExamplesSolar powered/battery, medium intensity, daylight bulb

- possibly used in clothes shops to allow customers tosee the true color of clothes.Large hand cranked arc lights - used in developing

countr es, or ar rom a ma ns power supp yA ceramic oil lamp in Roman style - used in themedrestaurants, resurrecting the olive oil lamps of 2000years agoA normal table lamp designed to be painted,wallpapered or covered in fabric so that it matches thestyle of a room perfectly



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Key pointsMorphological Analysis, Matrix Analysis and Attribute

Listing are useful techniques for making newcombinations of products, services and strategies.You use the tools by identifying the attributes of the

pro uct, serv ce or strategy you are exam n ng.Attributes might be components, assemblies,dimensions, color, weight, style, speed of service,skills available, etc.

Use these attributes as column headings. Underneaththe column headings list as many variations of thatattribute as you can.



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Brainstorming

You are trying to open up possibilities andbreak down wrong assumptions about thelimits of the problem. Judgments and

generation.Ideas should only be evaluated at the end

of the brainstorming session - you can thenexplore solutions further using conventionalapproaches.



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Individual Brainstorming

You will tend to produce a wider range ofideas than with group brainstorming - youdo not have to worry about other people's

,more freely creative . You may not,however, develop ideas as effectively asyou do not have the experience of a groupto help you



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Group BrainstormingGroup brainstorming can be very effective asit uses the experience and creativity of allmembers of the group.

an idea, another member's creativity andexperience can take the idea to the nextstage.Therefore, group brainstorming tends todevelop ideas in more depth than individualbrainstorming.



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Group Brainstorming

Brainstorming in a group can be risky forindividuals.Valuable but strange suggestions may

appear s up a rs s g .Because of this, you need to chair sessionstightly so that uncreative people do not

crush these ideas and leave groupmembers feeling humiliated



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Group Brainstorming How toDefine the problem you want solvedclearly, and lay out any criteria to be met.Keep the session focused on the problem.

Ensure that no one criticizes or evaluatesideas during the session.Encourage an enthusiastic, uncritical

attitude among members of the group. Tryto get everyone to contribute and developideas, including the quietest members



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Group Brainstorming How toLet people have fun brainstorming. Encourage them

to come up with as many ideas as possible. Welcomecreativity.Ensure that no train of thought is followed for too long.

Encourage people to develop other people's ideas, orto use other ideas to create new ones.Appoint one person to note down ideas that come outof the session. A good way of doing this is to use a flipchart. This should be studied and evaluated after thesession.



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Key pointsBrainstorming is a great way of generating radical

ideas. During the brainstorming process there is nocriticism of ideas, as free rein is given to people'screativity (criticism and judgment cramp creativity.)

n v ua ra nstorm ng s est or generat ng manyideas, but tends to be less effective at developingthem. Group brainstorming tends to develop fewerideas, but takes each idea further. Group

brainstorming needs formal rules for it to worksmoothly



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Reverse BrainstormingA different approach to brainstormingRelated variant: "Negative Brainstorming"

everse ra ns orm ng e ps you so veproblems by combining brainstorming andreversal techniques. By combining these,

you can extend your use of brainstormingto draw out even more creative ideas



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Reverse BrainstormingTo use this technique, you start with one oftwo "reverse" questions:

Instead of asking, "How do I solve or prevent" ",

cause the problem?Instead of asking "How do I achieve theseresults?" ask,"How could I possibly achieve the

opposite effect?"



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TipReverse brain-storming is a goodtechnique to try when it is difficult to identifysolutions to the problem directly.



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How to Use the ToolClearly identify the problem or challenge,and write it down.Reverse the problem or challenge byas ng:

"How could I possibly cause the problem?", or"How could I possibly achieve the opposite

effect?



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How to Use the ToolClearly identify the problem or challenge,and write it down.Reverse the problem or challenge byas ng:

"How could I possibly cause the problem?", or"How could I possibly achieve the opposite

effect?



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How to Use the ToolBrainstorm the reverse problem to generate reverse

solution ideas. Allow the brainstorm ideas to flowfreely. Do not reject anything at this stage.Once you have brainstormed all the ideas to solve thereverse pro em, now reverse t ese nto so ut onideas for the original problem or challenge.Evaluate these solution ideas. Can you see a potentialsolution? Can you see attributes of a potential

solution?



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ExamplesLuciana is the manager of a health clinicand she has the task of improving patientsatisfaction.

" "

Then she reverses problem statement:"How do we make more patients dissatisfied?"



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ExamplesDouble book appointments.Remove the chairs from the waiting room.Put patients who phone on hold (and forget

about them).Have patients wait outside in the car park.Discuss patient's problems in public



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ExamplesThe team has a long list of the "reverse"solutions. Now it's time to look at each onein reverse into a potential solution. Well,

.For example:



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Examples"Well of course we don't leave patients outside in the

car park - we already don't do that."But what about in the morning, there are oftenpatients waiting outside until opening time?"

"Mmm, true. Pretty annoying for people on firstappointments."So why don't we open the waiting room 10 minutesearlier so it doesn't happen?"Right, we'll do that from tomorrow. There are 2 or 3staff working already, so it's no problem".



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Key pointsReverse brain-storming is a goodtechnique for creative problem solving, andcan lead to robust solutions. Be sure to

explore possible solutions to the full


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