Seeking TRIZ for Services

Susan AbbottMindcamp 2009

Beyond SCAMPERING to a new idea

Substitute

Combine

Adapt

Magnify

Put to other uses

Eliminate or minify

Rearrange or reverse

SCAMPERing …works well for general idea generation

TRIZ = Theory of Inventive Problem Solving

A systematic method for finding inventive solutions to problems.

Genrich Altshuller

At the core of the system:

40 Inventive Principles …generic strategies for inventive problem-

solving

#1 SegmentationA. Divide into parts B. Make object easy to

assemble or disassembleC. Increase the degree of

fragmentation

39 Features or Parameters …things you would like to modify

1 Weight of moving object

2 Weight of stationary object

3 Length of moving object

4 Length of stationary object

…

11 Stress or pressure

17 Temperature

22 Loss of energy

… et cetera

Principle #40 Change from uniform to

composite materials

Actively seek to define contradictions in features

Example: Stronger Weight

“Recognition that technical systems evolvetowards the increase of ideality

by overcoming contradictionsmostly with minimal introduction of resources.

Thus, for creative problem solving,TRIZ provides a dialectic way of thinking,

i.e., to understand the problem as a system,to image the ideal solution first, and

to solve contradictions.”

Toru Nakagawa, TRIZ Journal, 2001

“Essence of TRIZ in 50 words”

Principle #4 – AsymmetryExamples:• 360% appraisals• Shift away from calendar-

influenced sales bias in greeting card industry

Some TRIZ advocates claim the 40 inventive principles cover all business innovations …

Darrell Mann + Ellen Domb, TRIZ Journal, 1999

Product / service

Emotions Service processes

Customer environments

Perceived value

People

Customer experience

Forget purity …

… focus on success

Let’s keep the baby…

Keep principles that add value …

Keepers

22 Blessings in disguise; lemons into lemonade

23 Feedback

25 Self-service

Ignore

29 Pneumatics + Hydraulics

30 Flexible shells and thin films

38 Strong oxidants

Ignore the ones that feel

awkward …

Expand the parameters and features …

Keep some standard operators…

Look for new generic strategies (aka inventive principles)…

Operators Features / parameters

Add / Increase / Expand Positive emotions

Subtract / Reduce / Shrink Negative emotions

Simplify Risk

Re-order / change sequence Choices

Make visible Physical artifacts

Make invisible Scope of value/solution

Speed up Sensations (taste, smell)

Slow down Ritual / Habit

Centralize Time / duration

Advice

Customization

Take one from Column A, and one from Column B …

Welcome Sit Order Receive drinks / food Eat Pay bill

Generic Strategy #1:Change the sequence of events

Welcome Order Pay Receive drinks / food Sit Eat

Welcome Order Pay Sit Receive drinks / food Eat

Traditional Food Service

Fast Food Williams

Generic Strategy #2:Shift work to / from the customer

Traditional Food Service

Fast Food Williams

Staff does it allProvides menus PreparesPlatesCarriesServes

Menu is posterCustomer carries foodCustomer puts drinks in cupCustomers bus tables

Middle solutionMenu is posterCustomer carries drinksStaff delivers some items

Generic Strategy #3: Increase/decrease customization/advice

Traditional Food Service

Fast Food Williams

Expert staff Advice on food and wineCustomized ingredients + presentation is possible“Specials”

Fixed optionsLow skill levelTemplate interactions: “fries with that?”“hold the pickle” punished by long wait

Moderate skill levelSome customization for fresh-made items

Like classical TRIZ, we still want to … identify the resources available in the system describe design criteria (ideal states in TRIZ) and surface contradictions …

We need to keep innovating our

innovation