From Market of Mind to Mind of the Market Sent

8/2/2019 From Market of Mind to Mind of the Market Sent

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April 20, 2012 1

Realizing Innovative Ideas

[email protected]

+91 9902766961

www.crafitti.com

FROM MIND to MARKET

The Innovation Week @ Bosch

Bangalore

19th April 2012



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April 20, 2012 2

Thank You

FROM

MARKET of the MIND

toMIND of the MARKET



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What is this?

April 20, 2012 3



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Is Innovation Emergence of something NEW?

April 20, 2012 4



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…. Requires

painstaking hard work

April 20, 2012 5

3,604 cups of coffee have been made intoa giant Mona Lisa in Sydney , Australia .

The 3,604 cups of coffee were each filled

with different amounts of milk to create

the different shades!!



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April 20, 2012 6© Crafitti Consulting Private Ltd.


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The Singaporean designer Fung Kwok Pan has managed to capture

the flow of water in solid form, and the results are stunning.

http://www.fastcodesign.com/1662020/eye-candy-solid-

vase-is-a-3-d-pic-of-splashing-milk



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WHAT IS INNOVATION ……..

9

• Successful exploitation of IDEAS (New/Old) to change

the way one understands, generate options, choose

options, implement options to generate desired

effects

•M.K. Gandhi – “Yoube the CHANGE

that you want tosee in the world”



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Key Messages/Questions?

• Small variations in components (different shades of coffee byvariation in amount of milk) can be organized to let something

new emerge (any other painting/picture besides the Giant Mona

Lisa)

• A small variation in inputs may create different pictures (giant

Mona Lisa or different flower vases) – but it will always look

similar

• For true change – innovation – we need truly new

ideas/different ideas or if one may “innovative ideas” – this can

not be sourced to a single source – like variation in milk in coffee

cups or 3D pictures of splashing milk.

• WE NEED TO GO TO THE MARKET OF THE MIND



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The MARKET of the MIND Thoughts and Ideas

IDEAS are those thoughts that

bring in the genesis of change –

many times fundamental.

These are thoughts that one

doesn’t get in regular run-of-

the-mill thinking. ~~~

THINKING FOR IDEAS



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GETTING TO IDEAS IN THE MARKET OF MIND

IDEAS can happen serendipitously in human mind . They can happen at any time.

They can be fleeting glimpses of problem solutions, can be dreams of possible new

opportunities, can be new design structures or simply new experiences.

IDEAS doesn’t happen just like that. They come to prepared minds. Only prepared

minds can transform these thoughts into change. It requires an ability to generateand execute at the same time.

IDEAS need to be crafted through orchestrated immersion. Contrary to popular

belief of organization having lots of ideas and it is all about execution, our

experiences show ideas need to be crafted through orchestrated immersion of minds that work inside and with the enterprises.

April 20, 201212



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“Innovative Ideas” need imagination/thinking of

what is deemed not possible currently




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How to Think for “Innovative Ideas”

• Think Systems

– Systems Thinking

• Think Value

– Value/Lean Thinking

• Inventive Thinking

– Inventive Problem Solving




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An Integrated Approach – LEAN INVENTIVE

SYSTEMS THINKING

LIST

Lean Thinking(Minimize Waste – Maximize Value)

Inventive Thinking

(Ideality – Functions – Resources)

SystemsThinking

(Holistic Approach – ExploringComplexity)

April 20, 2012 15

Analytical Thinking Logical Thinking



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SYSTEM

• When we talk about definition of a System - from fundamentalprinciples point of view –

– Set of elements (Energy-matter organized in space-time)

working together (exchanging energy and information) to

achieve an objective or perform a function (Create Change -in Matter, Energy and Information in Spacetime).

• When the system is achieved by thought and consciousness we

make systems artificial.

• The ability to create and control CHANGE is Power.




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What is a Technical System?

Anything that performs a function is a Technical System

©17

Model of a Function

Tool Object

functionFormulation of Functions Correct (If not, Correct it)

Fan cools the Body

Lens magnifies the Object

Hot air dries hairIncandescent bulb illuminates the room

Air Conditioner improves our comfort

Lightning Rod attracts lightning

Microwave Oven cooks Food

A function is an intended direct

(physical) action of the tool on the

object



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FUNCTIONALITY

Let us design a new tooth brush

We are Designing A

Capability to Clean

Teeth

Are we designing a New Tooth Brush?

O



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FUNCTIONALITY

- Higher Level and Knowledge from Other fields

How others have

performed thisfunction

Clean Teeth ==

Cleans Solid



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25 Ways available for function :

Cleans Solid

25 New Directionsto Think for

designing the New

Capability for

Cleaning Teeth

Knowledge of all fields!

Desorption

Acoustic Cavitation

Acoustic Vibration

Cavitation

Combustion

Jet Erosion

Spark Erosion

Electrochemical

Erosion

Electron Impact

Desorption

Laser EvaporationIonic Action

Radioactivity

Redox Reactions

Hydrodynamic

Cavitation

Laser Gettering

Ultrasonic Oscillation

Friction

Cryolysis

Photo-Oxidation

Optohydraulic Effect

Explosion

Thermo-destruction

DissolutionMechanical

Action/Brushes

Electrolysis



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Other features include:

•Cleans at 41,000 gentle sonic strokes per minute

•Patented spring-action bristles

•Attacks heavy plaque build-up and staining

•Reaches awkward areas with ease

•Power handle light indicates system is recharging

Cybersonic2® Oral Hygiene System

Free Brush Heads

Introduced in December 2002, the Cybersonic2® adds a new deminsion to the Cybersonic® line. This is the

new and imprioved version of the Cybersonic oral-care system. The brush head has been redesigned so

Cybersonic® now offers users a choice; the round brush design of the original Cybersonic® or the new

"traditional" brush head design of the Cybersonic2®. The flosser now features pre-strung flossing heads which

are disposable.

http://www.kitchenkapers.com/index.html

http://www.kitchenkapers.com/index.html



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Intellectual Property and Patent Systems

• Accumulation, use andexploitation of IP is one of theprimary forces driving economicand social development in thiscentury

• Need for effective and efficient IPGeneration systems

• These assets provide a solidfoundation for wealth creation

• Patent is a a Legal grant by a Government

• Terms of grant

In return for disclosing an invention

publicly so that others can learn from it ,

and paying the processing fees, the Govt.

of the country will grant the inventor of

the invention the rights to exclude others from making, using, or selling the

invention for a limited period of time

TECHNOLOGICAL

ADVANCEMENTS

The PATENT System

The Patent System – Fuel for the

Globalizing World

PATENTS ARE AN EXCELLENT AND MOST

COMPREHENSIVE SOURCE OF

TECHNOLOGICAL INFORMATION



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PATENT

• An important function of the patent system isdisclosure, i.e., a patent gives the public access

to information regarding new technologies in

order to stimulate innovation and contribute toeconomic growth.


The English word ‘patent’ is derived

from the Latin word ‘ patere’ meaning ,-

to be open.

A

B

i 1895 k d



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A Boy in 1895 asked aquestion?


If a light wave was to be stationary one could scoop

out a handful of light just likeice-cream?



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• …… in Soviet Union Navy discovered (after studying

large number of inventions , patterns in Technical

systems) – and proposed

– Technological Systems also just like

living systems evolve and

– One can identify stages of evolution of

technical systems• which can be used to predict and develop next generation

technical systems ….

April 20, 2012 ©25

When in 1946 A 20 years old engineer….

He was sent to Jail ….



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©26

Lets hear his story ……..

1946,

WW II has just ended

A 20 years old Engineer in Baku, USSR, working in USSR

Navy Patent Office, thought

To develop a method for systematic invention that could

transform engineering creativity from MAGIC, attainable

by few, into a logical discipline available to many more.

He Conjectured, the key secrets of inventiveness should

NOT be sought inside the inventor’s minds, but rather in

the logic of inventions themselves.

Genrich S. Altshuller(Oct.15 1926 - Sept.

24,1998)

• 1946 Patent Officer in Russian Navy



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April 20, 2012 ©27

• 1946 Patent Officer in Russian Navy

• Discovered patterns in patents, published paper.

• Sent to Gulag/Jail –

• 1954 released, analysed 2,500,000 patents

• Identified what makes a successful Invention

• 1956-1985 TRIZ formulated

TRIZ – Inventive-Problem Solving by Altshuller

Teoriya Resheniya Izobreatatelskikh Zadatch

• Same Problems and Solutions appear repeatedly in different industries (Myth: My

field is Unique )

• There are a series of recognizable evolution paths for all technical systems (Myth:

Evolution is Completely Random)

• Innovative solutions used theories outside their own area/industry (Myth:

Innovation happens through Deeper Knowledge)

• The most powerful solutions uncover and eliminate contradictions (Myth:

Optimization is the Focus)



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Father of TRIZ - Genrich S. Altshuller(Oct.15 1926 - Sept. 24,1998)

Main postulates of TRIZ:

► The evolution of engineering systems is not a random process, but obeys

certain laws;

► Products/processes evolve towards the increase of perfection (ideality) by

elicitation and overcoming technical and physical contradictions.

He uncovered the secrets of

systematic creativity, successful

innovation and design.

The development of TRIZ involved

thousands of engineers, took more

than 50 years and included the

analysis of millions patents

worldwide.



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Analyzing a Patent – The TRIZ Way

©



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©



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©



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April 20, 2012 ©32

1. Unintentional activation of functions due to unintentional

touch

2. Locking and Unlocking – mechanism implemented

3. Problems with locking/unlocking – ease of use of the device

in general is a problem

What is an In enti e Problem?



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April 20, 2012 ©33

In TRIZ parlance .. .It starts with a contradiction

We try to improve one system parameter but

some other parameter gets affected

What is an Inventive Problem?

Our Traditional

Method to resolve such

problems is toOptimize – a

Compromise!!!

TRIZ

Eliminate the

contradiction or

resolve thecontradiction

Problem Described in the Patent



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April 20, 2012 ©34

• When we tried to

improve/eliminate

“Unintentional activation of

functions due tounintentional touch”

• By “Locking and Unlocking –

mechanism”

• “ease of use of the device in

general became a problem”

Problem Described in the Patent …

1. Unintentional activation of

functions due tounintentional touch

2. Locking and Unlocking –

mechanism implemented

3. Problems withlocking/unlocking – ease of

use of the device in general

is a problem

Inventive

Problem



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Elements and Principles in the TRIZ Contradiction

Matrix

Parameter that gets worse

Recommended principles

Parameter to

improve

TRIZ - Contradiction Matrix Elements

1. Weight of moving object

2. Weight of stationary object

3. Length of moving object4. Length of stationary object

5. Area of moving object

6. Area of stationary object

7. Volume of moving object

8. Volume of stationary object

9. Speed

10. Force

11. Tension, pressure

12. Shape

13. Stability of object

27. Reliability

28. Accuracy of measurement

29. Accuracy of manufacturing30. Object affected harmful effects

31. Object generated side effects

32. Manufacturability

33. Convenience of use

34. Repairability

35. Adaptability

36. Complexity of device

37. Complexity of control

38. Level of automation

39. Productivity

14. Strength

15. Duration of action - moving object

16. Duration of action - stationary object17. Temperature

18. Brightness

19. Use of energy by moving object

20. Use of energy by stationary object

21. Power

22. Waste of energy

23. Waste of substance

24. Loss of information

25. Waste of time

26. Amount of substance

1. Segmentation

2. Extraction

3. Local Quality4. Asymmetry

5. Combination

6. Universality

7. ‘Nested Doll’

8. Counterweight

9. Prior Counter-Action

10. Prior Action

11. Prior Cushioning

12. Equi-potentiality

13. ‘The Other Way Round’

14. Spheroidality

15. Dynamics

16. Partial or Excessive Action

17. Another Dimension

18. Mechanical Vibration

19. Periodic Action

20. Continuity of Useful Action

21. Skipping

22. ‘Blessing in Disguise’

23. Feedback24. Intermediary

25. Self-Service

26. Copying

27. Cheap/Short Living

28. Mechanics Substitution

29. Pneumatics and Hydraulics

30. Flexible Shells/Thin Films

31. Porous Materials

32. Colour Changes

33. Homogeneity

34. Discarding and Recovering35. Parameter Changes

36. Phase Transitions

37. Thermal Expansion

38. Strong Oxidants

39. Inert Atmosphere

40. Composite Materials

4 0

P r i n c i p l e s



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April 20, 2012 ©36

TRIZ 40 Inventive Principles

1. Segmentation

2. Extraction

3. Local Quality

4. Asymmetry

5. Combination

6. Universality


8. Counterweight 9. Prior Counter-Action

10. Prior Action




14. Spheroidality

15. Dynamics




19. Periodic Action


21. Skipping


23. Feedback

24. Intermediary

25. Self-Service

26. Copying


28. Mechanics Substitution29. Pneumatics and Hydraulics



32. Colour Changes

33. Homogeneity

34. Discarding and Recovering

35. Parameter Changes



38. Strong Oxidants





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April 20, 2012 ©37

Can you Map to the problem to the parameters?

• When we tried to improve/eliminate

“Unintentional activation of functions due tounintentional touch”

• By “Locking and Unlocking – mechanism”

• “ease of use of the device in general became a

problem”

What system parameter(s) you are trying to improve?

27 ReliabilityWhat system parameter(s) degrade?

33 Convenience of Use



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April 20, 2012 ©38

P i i l 27 Ch h t li i bj t



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April 20, 2012 ©39

Principle 27. Cheap short-living objects

A. Replace an expensive object with a multiple of inexpensive

objects, comprising certain qualities (such as service life, for

instance).Use disposable paper objects to avoid the cost of cleaning and storing durable objects.

Plastic cups in motels, disposable diapers, many kinds of medical supplies.

Principle 17. Another dimension

A. To move an object in two- or three-dimensional space. Infrared computer mouse moves in space, instead of on a surface, for

presentations.

B. Use a multi-story arrangement of objects instead of a single-story

arrangement.

Cassette with 6 CD's to increase music time and variety Electronic chips on both sides of a printed circuit board

C. Tilt or re-orient the object, lay it on its side.

Dump truck

D. Use 'another side' of a given area.

Stack microelectronic hybrid circuits to improve density.



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April 20, 2012 ©40

FINDING The Key Problems to solve is

more important and useful than quickly

solving many wrong/secondary/tertiary or

non related problems

TRIZ helps you to really find the key

problems by helping you to understand

the system!

TRIZ LAWS AND LINES OF SYSTEM EVOLUTION



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A law of technological system evolution describessignificant, stable, and repeatable interactions betweenelements of the system, and between the system and itsenvironment in the process of its evolution

TRIZ LAWS AND LINES OF SYSTEM EVOLUTION

LINES OF EVOLUTION



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c r a f t i n g i n n o v a t i o n t o g e t h e rLaws provide a general direction of the development fornext-generation systems

LAW

LINES OF EVOLUTION

Lines of evolution specify stages of a system’s evolutionalong a general direction. They also provide the upperlimit of evolution as per today’s technological limits

Line 1

Stage 1 Stage 2 Stage 3 Stage 4

Line 2

Line 3

On each line there are discrete stages of evolution of systems

LAW

f

I i

D i



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Lines of Increasing functional flexibility of functional system

components

Transition to continuously variable system

LAW of Increasing dynamism

LAW of Increasing Dynamism

Transition to continuously variable system

One State

System

Multi State System Continuously

Adaptable System

Mapping the current state of YOUR system to the lines ….

Laws and Lines of System Evolution – Mapping



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©44

y pp gTool

Laws Lines

Total

Numberof stages

Law of Increasing Dynamism (Flexibility)

Lines of Increasing functional

flexibility of functional system

components

Transition to continuously

variable system (Primary

Line)

Continuously

variable system3

Transition to active adaptive

systems

Operator-controlled

system3

Transition to self-adapting

systemsRigid system 4

Transition towards forwardsensing

Real-time feedback 3

Lines of increasing flexibility of

physical structures Transition to fluids and fields

System with one

flexing point6

Increasing fragmentation

Monolithic object 2

Increasing use of smart

materia ls that involve devices

adapting to environmental

requirements - SM may

significantly enhance

sensing,actuating and

computation functions

Increasing use of smart

materials

Only one function 3

Judicious use of non-linearity Increasing Non-linearityLinear system 3

Technological systems evolve in

the direction of more flexible

structures capable of adaptation

to varying performance regimes,

changing environmental

conditions, and of

multifunctionality



Application of Mapping Tool (State of Products



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©46

pp pp g (in a Field)

Relevant Lines are chosen and current state of the fieldmapped to specific stage. On each line of evolution, onecan move from current state to next state guided byLines.

Available Space for creatingnew Shampoo Products

Technical Systems Also Evolve There are



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©47

Technical Systems Also Evolve – There are

certain laws of evolution of Technical Systems

1. Law of Increasing Degree of Ideality - Increasing Ratio -> Benefits/Harm (cost)

Time

Ideality

Every System is composed of sub systems which



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©48

2. Law of Non-uniform evolution of subsystems -> Leads to System Conflicts

Ideality

Time

Complete System

Sub Component 1Sub Component 2

Sub Component 3

Every System is composed of sub-systems which

can be considered systems in their own sense

If a System Exists – It will have Conflicts or Contradictions

Strong Patents Emerged when Inventors resolved these Contradictions

TRIZ Provides a Method of Resolving these conflicts based on abstraction of past

inventions




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Matrix

Parameter that gets worse

Recommended principles

Parameter to

improve

TRIZ - Contradiction Matrix Elements

1. Weight of moving object

2. Weight of stationary object

3. Length of moving object4. Length of stationary object

5. Area of moving object

6. Area of stationary object

7. Volume of moving object

8. Volume of stationary object

9. Speed

10. Force

11. Tension, pressure

12. Shape13. Stability of object

27. Reliability

28. Accuracy of measurement

29. Accuracy of manufacturing30. Object affected harmful effects

31. Object generated side effects

32. Manufacturability

33. Convenience of use

34. Repairability

35. Adaptability

36. Complexity of device

37. Complexity of control

38. Level of automation39. Productivity

14. Strength

15. Duration of action - moving object

16. Duration of action - stationary object17. Temperature

18. Brightness

19. Use of energy by moving object

20. Use of energy by stationary object

21. Power

22. Waste of energy

23. Waste of substance

24. Loss of information

25. Waste of time26. Amount of substance

1. Segmentation

2. Extraction

3. Local Quality4. Asymmetry

5. Combination

6. Universality


8. Counterweight

9. Prior Counter-Action

10. Prior Action




14. Spheroidality

15. Dynamics




19. Periodic Action


21. Skipping


23. Feedback

24. Intermediary

25. Self-Service

26. Copying


28. Mechanics Substitution

29. Pneumatics and Hydraulics



32. Colour Changes

33. Homogeneity

34. Discarding and Recovering35. Parameter Changes



38. Strong Oxidants



4 0

P r i n c i p l e s



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5 Levels of Inventions

April 20, 2012 ©50

• Pioneering Invention – based on newly discovered phenomenon

• Pushing existing technology to a higher level

• RevolutionaryLevel 5 (<0.3%)

• New System Developed

• Interdisciplinary solutions

• Replacing old technology with NewLevel 4 (< 4%)

• Radical change or elimination of one principal system component

• One Engineering Discipline

• Resolution of a physical contradictionLevel 3 (19%)

• Slight Modification of the system

• Knowledge from different areas within the industry

• Resolution of a technical contradictionLevel 2 (45%)

• A simple improvement

• Knowledge within the trade

• No system conflicts are resolvedLevel 1 (32%)

TRIZ L f E l ti



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©51

TRIZ: Laws of Evolution

1. Law of Increasing Degree of Ideality - Increasing Ratio -> Benefits/Harm (cost)

2. Law of Non-uniform evolution of subsystems -> Leads to System Conflicts

3. Law of Transition to a higher Level system -> from simple to more complex

4. Law of Increasing dynamism (flexibility) -> More adaptable to change

5. Law of Transition to micro-level -> Increasing fragmentation

6. Law of Completeness -> Gradual Elimination of Human Component

7. Law of Shortening of Energy Flow Path -> Reduction in Energy/Info transformation

stages

8. Law of Increasing controllability -> Evolution of controlled interactions of system

elements

9. Law of Harmonization of rhythms -> Synchronization of natural frequencies of

elements

O OSI G W LAW



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April 20, 2012 ©52

PROPOSING a NEW LAW

Very clearly visible in the softwarebased Era of technical systems that we

are in!

Law of Increasing Intelligence of



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Law of Increasing Intelligence of

Technical Systems

DUMB

SYSTEMS

GUIDED

SYSTEMS

SMART

SYSTEMS

BRILLIANT

SYSTEMS

GENIUS

SYSTEMS

?

Transhuman

Systems

Technical Systems are evolving into



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Technical Systems are evolving into

Higher and Higher intelligence

April 20, 2012 ©54

Most of the commercial software systems are



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Most of the commercial software systems are

trying to move towards Brilliant systems today

• Making systems Brilliant – any/all technical system brilliant using software isthe method for next 10-15 years

– Brilliant

• Refrigerator

• Television

• Vehicle

• User Interfaces to physical systems

April 20, 2012 ©55

From 2025 Onwards – we get into the age of



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From 2025 Onwards we get into the age of

Genius systems

• By 2050-2060 – Transhuman systems will start emerging• (Singularity is near ~ Ray Kurzweil )

April 20, 2012 ©56





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Substance Field Analysis

• Model of a technological system that reflects one physical property of thesystem given in a problem

• Any function has two types of components

– Substances

• “Substance" could be any material thing, such as an atom, a molecule, an automobile,

a wheel, or a Gene.

– Fields

• Field" represents a source of energy, and is usually identified by the type of energy

employed, such as “electrical,” “mechanical,” “chemical,” "thermal," "nuclear,"

"acoustic," etc.

– Substances are represented by "S" and Fields by "F."

April 20, 2012 ©58

l h ll ’ l



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Altshuller’s example – The Hunter and the Dog

• Hunter and his Dog worked on thefollowing method

– The Dog Barked when it found a prey

– The hunter walked/ran towards the Dog

sound and

– Was able to reach the prey in time to hunt

April 20, 2012 ©59



h N l C



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The Normal Case

April 20, 2012 ©61

Barks

Hears

Walks/Runs

S1

FS2

S1

F

S2

12

3

Th H h l hi h i



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The Hunter has lost his hearing

April 20, 2012 ©62

Barks

Cant Hear

Walks/Runs

S1

FS2

S1

F

S2

1

Wh t C d ?



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What Can we do?

• Dog cant be kept next to Hunter• Hearing Aid – is not acceptable

• Avoid using TRIAL and ERROR Method

April 20, 2012 ©63

S1

F

S2

1

• We need to make the field act on S2?

• Suggested Solution – introduce a second dog connected to the hunter – first

dog’s bark will be heard by the second dog who will pull the hunter towards

the first dog!

Substance - Field Analysis: basics



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S-F is a model of a Situation or Problem that has to be solved, or model of elementary

workable technical system - (“technical molecule”) that has to be improved.

A function contains at least three basic components (if there are fewer than three

ones, there is no working system):

1. Substance (S1): A Tool is used to produce, control, measure, or to change any

parameters

2. Substance (S2): A Product is produced, measured, controlled, or changed…

3. Field (F): The energy used for interaction.

Tool

S1

F Field of S1 and S2 interaction

Product

S2

function function

function

Object-Tool-Energy



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April 20, 2012 ©65

Object Tool Energy

• TRIZ describes this in terms of substances and fields• A substance is a technological system of varying degrees of complexity

• Field refers to energy needed for the interaction between two substances

• Physics knows 4 basic forces

• Gravitational / Electromagnetic/ Weak interactions (between molecules)/

Strong interactions (inside the nucleus)

• TRIZ however talks about engineering fields

• Mechanical – Frictional, Centrifugal, Vibration, Ultrasonic, Stress,

Pressure Gradient

• Thermal – Infrared radiation, Temperature gradient• Electrical – Magnetic, Dipole, Line charge, Line dipole, Travelling,

Polarized

• Magnetic – Permanent, Straight-wire field, Solenoidal Field, Magnetic

dipole

• Chemical - Chemical potential gradient, Surface energy

Sufield



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April 20, 2012 ©66

Sufield

• A substance field structure composed of two substances and a field is calledSufield

Field (F)

Substance 1 Substance 2

• Simplest complete sufield

Possible interactions



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April 20, 2012 ©67

Possible interactions

between fields and

substances

SF A substance cangenerate a field

FSA Field can be applied

to a substance

F1

S A substance cantransform one field to

anotherF2



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April 20, 2012 ©68

F mechSHammerF mech

SNail

General sufield models of physical effects



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April 20, 2012 ©69

General sufield models of physical effects

Substance(s)

F control

F inputF output

P

Physical effects are considered as transformation of input fields into

output fields with control fields modulating the interactions with

substance may change its specific parameters

Finput

S

Foutput

Fcontrol

Sufield model of thermal expansion



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April 20, 2012 ©70

Sufield model of thermal expansion

Solid bodyHeatForce

Shape

Size

Fthermal

Ssolid bidy

Fmechanical

Possible interactions between fields and



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April 20, 2012 ©71

Possible interactions between fields and

substances

SF A substance cangenerate a field

FSA Field can be applied

to a substance

F1

S A substance cantransform one field to

anotherF2

Trend of the Su-Field Models Evolution



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Standards 2.2.1 - 2.3.3

S 1, S 2 F

S 2 S 1

F

cps S 2 S 1 F mag

S f

S 1

Standards 2.4.1 -

2.4.12

F 1

( S 3

S 1

F 2

S 4 )

Standards 2.1.1 - 2.1.2

Standards 1.1.1 - 1.2.5

Incomplete SFM

Complete SFMcreation of SFMs,

transformation of SFMs,

and destruction of SFMComplex SFM

chain

dual Forced SFM

segmentation,

dynamism,

transitionto capillary-porous

structure,

structuring,

matching the rhythmFerromagnetic SFM

Transition to Micro-Level

Standard 3.2.1

S

Transition to Super-System

to bi-systemto poly-system

Standards 3.1.1 - 3.1.5

SuField model - Metal Cutting Process



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73

Work-piece S2 Cutter S1

F

XHeat, Swarf, Welding

Cutting

Standards related to

conflict/contradictions elimination

Standard 1.2.1

• Introduction of a third substance

between two substances which

has useful and harmful functions

Standard 1.2.2


which is a modification of one of

the two substances between two

substances

Standard 1.2.4

• Introduction of a new field to

neutralize the harmful effect.

SuField model - Metal Cutting Process



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74

Work-piece S2 Cutter S1

F

XHeat, Swarf, Welding

Cutting

Standards related to

conflict/contradictions elimination

Standard 1.2.1


between two substances which

has useful and harmful functions

Standard 1.2.2


which is a modification of one of

the two substances between two

substances

Standard 1.2.4

• Introduction of a new field to

neutralize the harmful effect.

Work-piece S2X

Heat, Swarf, Welding

Cutting

Cutter S1

Lubricating oil S3

F



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April 20, 2012 75

MIND of the MARKET



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SOCIAL CITATION NETWORKANALYSIS OF A PATENT –

Crafitti’s Methodology

April 20, 201276

How Social is your Patent? – A Game changing

approach to Patent Analysis

WWW SocialCitNet COM



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WWW.SocialCitNet.COM

April 20, 2012 ©77

HOW SOCIAL



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April 20, 2012 78© Crafitti Consulting Private Limited

A unique way to quantify the relative value of a

patent in its citation network

HOW SOCIAL

IS YOUR

PATENT?

Relative Centrality of the Patentin its Ego-Centric Citation



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in its Ego Centric Citation

Network

April 20, 2012 ©79

19971996198719851984 2000 2002 2003 2006 2007 2008 2009

EVERY DOG IS A LION

IN ITS OWN STREET

Relative Centrality of the Patent in



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its Ego-Centric Citation Network

April 20, 2012 ©80

19971996198719851984 2000 2002 2003 2006 2007 2008 2009

Building the Ego-Centric Citation Network of the Patent

Relative Importance Index quantifies (using crafitti’s methodology) the

l f h k



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centrality of the Patent in its Ego-Centric Citation Network

April 20, 2012 ©81

19971996198719851984 2000 2002 2003 2006 2007 2008 2009

Relative Importance Index gives a view

of vitality of the patent. If its value is

more than the rest of the patents in its

ego-centric citation network, valuation

should be more

Relative Centrality of Patent in its “Social” Citation Network



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y

– taking a cue from social network analysis

April 20, 2012 ©82

Relative Social Importance Index gives a view of vitality of the patent in its social network of

patents which is formed by connecting all forward and backward citations of patents in its ego

centric citation network. This involves forming the “social” citation network of the Patent,

which may large number of patents



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CASE STUDY

April 20, 2012 ©83

Citation Analysis from Espacenet



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Citation Analysis from Espacenet


EP Patent No. EP1514784A1

Social Network Analysis and Ego Centric Index

Computation Using Crafitti’s Methodology for

finding important patents in the dense citation

network of a patent

What is the Ego-Centric Citation Index of a Patent?



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hat is the go Centric Citation Index of a Patent?

Ego-Centric Citation Network of a Patent (called the central patent) consists of all those

patents that either cite the Patent or are cited by the Patent. Besides the ECCN of a Patenthas links that connect any two nodes in the ECCN but need not pass through the central

patent.

Social Citation Network of a Patent (called the central patent) consists of all patents in its

ECCN plus all patents that cite or are cited by each patent in the ECCN of the centralpatent.

Crafitti’s Social Citation Network Analysis measures three indices on these Patents –

Patent Dependency on Network Index (PDNI, which gives a relative measure of how much

the network depends upon the Patent in terms of citation relative to all other patents in

the network. Network Dependency on Patent Index (NDPI) gives a relative measure of

how much patent depends upon the Network in terms of citation relative to all other

patents in the network. The Ego Centric Citation Index (ECCI) gives the relative measure

of how much it cites the other patents and how much it is cited by other patents in the

network.


Ego Centric Citation Network of Espacenet Data



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Ego Centric Citation Network of Espacenet Data




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Social Citation Network of Espacenet Data (Depth 2 or Degree 3)

87 Patents



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87 Patents

129 Citation Links

Which of these Patents

are more important?



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WWW.SocialCitNet.COM

April 20, 2012 ©91



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A New Way to Understand How Patents – Socialize?

April 20, 2012 ©92



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April 20, 2012 ©93



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TRIZ/LIST Projects Completed

Successfully

Cases

© Crafitti Consulting Private Ltd.



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Patent Design Around at Indian Oil

Increasing the efficiency of the petroleum

cracking process for production of select

range of hydrocarbons

95

Contradictions and inventive principles



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Catalyst contact time/ catalystaction

Catalyst efficiency

Catalyst activity

Operational efficiency

Duration of action of movingobject

Area of moving object

Object affected harmfulfactors

Ease of operation

Productivity

Mapping from specific to

generic problem

3, 17, 19 – Local Quality, Another dimension, Periodic Action

10, 2, 19, 30 – Taking Out, Preliminary Action, Periodic Action, Flexible Shells and Thin Films

22, 15, 33, 28 – Blessing in disguise, Dynamics, Homogeneity, Mechanics Substitution

35, 17, 14, 19 – Spheroidality, Another dimension, Periodic Action, Parameter Changes

12, 27 – Equipotentiality, Cheap Short-living objects

96

Patent Benchmarking Competitor’s

P TRIZ Li f S E l i



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Patents to TRIZ Lines of System Evolution

Solution Directions



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Catalyst Wall

(Homogeneity, LocalQuality, Other way round)

Reactor wall made of zeolite

catalyst – heavy hydrocarbons to be pushedoutwards towards the reactor wall

Catalyst Micro-grid

(Line of Increasingfragmentation)

2D, 3D Grid surface to hold catalyst

3D Pipe Grid to carry steam

specifically close to heavyhydrocarbons

Rotating 2d, 3D Grid

Grid can be replaced at periodicintervals

Digestive cracking

(cleans, decomposes,breaks down solid)

Clean (convert carbon to carbondioxide through digestion);

use bacteria to eat the coke

Catalyst pores with active bacterialagents

Inventive Principles Laws of Evolution Function Effects

98



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Technological Alternatives

Study of a pharmaceuticalpatent

Inhibitors of

cyclin dependent kinases

99

Technological Alternatives Study (TAS)

for a pharmaceutical patent



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for a pharmaceutical patent

Using

SocialCitNet to

identify top

patents in a

citation network

• Inhibitor shaped exactly complementary to cdk4active site to facilitate stable locking or stable enzyme-inhibitor complex formation.

Local quality

• Make the structure of a inhibitor non-planar and istherefore not likely to intercalate with DNA, and thusreducing toxicity.

Anotherdimension

• Increase accessibility of the active site usinghydrophilic solvent, which also increases hydrogenbonding.

Intermediary

Sample ideas using

TRIZ inventive

principles

100

Hydraulic Cylinder Design – Problem Solving

project



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project

Improving parameterMinimize the impact

force jolting thecylinder system

Worsening parameterInability to controlthe speed of the massfully before impact

101

Inventive Principles and

Solution Directions



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Solution Directions

13(The other way around)

•15B- Splitting the existing piston (i.e.,cushion components are separated fromthe main piston and relative movementsare made possible),

15(Dynamization)

•9A- Cushioning mechanism is provided tocontrol impacts at the cylinder ends. Thiswas tried alone earlier inadequately. Thistime, it is supported well by Principle-15Bfor better control.

9(Preliminary anti-action)

•28B- Introduction of electric, magnetic orelectromagnetic fields to providenecessary cushioning action in the system.

28(Mechanicssubstitution)

Introduce new cushioning components for special

cushioning at both ends of cylinder.

The piston is not rigidly attached to the cushioningcomponent/ plate at both the sides and hence canhave free relative movement.

Cushioning by External Throttle-valve system is also

possible in the existing model with no internalchange.

Cushioning by back-pressure from an external high- pressure cylinder .

Two-staged cushioning proposed in the new system,results in better control over the speed of the pistonmass before it halts at cylinder ends.

Shock absorbing pads (of e.g., NITRILE Compound) are to be provided at both sides of the piston toavoid metallic impacts while coming to halts.

102

Detailing the Solutions



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Separate cushioncomponent between

full-area side and bore

Cushion plunger Servo controlledThrottle Valve

Oil and compressed airmechanism for valve

control

103

weights 0.136 0.666 0.128 0.069

Least

Changes

Performa

ce

TechFeasibilit

y

Economic

Feasibility

C Model1 0.113 0.136 0.261 0.202 0.153

C Model2 0.227 0.061 0.150 0.126 0.099

C Model3 0.629 0.207 0.513 0.619 0.332

C Model4 0.031 0.597 0.076 0.053 0.415

Evaluation of 4 Cushioning Models using

the Analytic Hierarchy Process (AHP)



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104

Analyzing a Technology

Brief for P&G

Technology Brief: Color-Changing Compounds for Elastic Materials

Consumer Need: Stretch Laminate – Elastic Material Changes color uponcertain percept elongation

Application: Stretch in baby care &

Interactive graphic/design for toddler care



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A Preliminary Patent Search

• PROBLEM TO BE SOLVED: Toprovide a structural color-changing elastic material which can be applied to

various areas including aninexpensive strain sensor of acompletely new type thatenables ….

• SOLUTION: The structuralcolor-changing elasticmaterial is obtained through

a method comprising a stepwherein mono-dispersedparticles are spatially andperiodically …

Ideation

• Number of Ideas during theGreen Hat session (about 8 +10 = 18)

• Number of Ideas with TRIZ

Inventive Principles used asTriggers (about 30)

• About 50 ideas generated in just 3 hours

Using AHP for Idea Evaluation



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g

Smell/ Rough Surface Indicators upon Stress 42.26%

Stress Induced Whitening 24.69%

Peel-Off/Stick On Indicators 17.82%

Detect Muscle Movement & Send Signal 6.29%

Degrade Waste Immediately 5.82%

Food/Drug Initiated BM/PU 3.12%

As one can see color-changing elastic material for the function is not the best solution.

The Tech Brief should be written to search for Smell/Rough surface Indicators on stress

Sales & Marketing Strategy for Mobile Handset Testing Product

(6 Weeks with Half day workshop per week and half day offline work per week for one of the



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( y p p y pTop IT Services Provider)

TRIZBased

Product

Strategy

Evolution

TRIZ Embedding in one of the leading Automotive Playerin India (Crafitti’s 3E Framework)



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• Results of Explore Phase

– 7 Projects

• 3 Technological Alternative Studies (TAS) on a

patent

• 3 Technical Problem Solving projects

• 1 New Concept Development project

– 600+ raw ideas generated using TRIZ• Time frame: September – December 2010

• 8 weeks Total interaction with Crafitti

Facilitator

• 3 days a week

• Each team had 3 hours touch time with the

facilitator

© Crafitti Consulting Private Limited

80+ Patent Apps generated on 7 projects on a

base of 600+ raw ideas



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base of 600+ raw ideas

© Crafitti Consulting Private Limited

Work on elimination of

barriers to Feasibility – FILE - Protect and

develop and Release



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April 20, 2012110

Reject – if BP is

Low – Else review

wrt others

File a Provisional or

Keep trade secret

p

in the market

If BP is highdevelop and

release in mkt;

if BP is low –

publish a paper



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Case Studies:

Diverse Innovation Contexts

111

Idea Crafting at Thomson Reuters for new business

and technology ideas



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Finding the right

problem/ opportunity

Generating multiplenovel and interestingsolution directions

Creating solutionexecution strategiesand roadmaps

Set-based concurrent

approach

Solution Evaluation/

prioritization•Key Value parameters

•Analytic Hierarchy Process

•Playing out scenarios

Create Solution depth•Clustering

•Resources and constraints

Converge•Key Value Parameters

•Prioritization using the

Analytic Hierarchy Process

gy

Collect and connect

•Mind Maps•Clustering

•Dependency Analysis

Expand and explore the

context •Scenario building

•Space-time expansion

•Value Networks

Idea Explosion•Inventive triggers

•Scenario building

•Brainstorming

SPOT •Strategy

•Process

•Organization

•Technology

More than 30 senior associates came together over 4 days

to generate more than 300 ideas, later clustered into 5 key

strategic initiatives.

112

Kaizen Blitz at ADC Krone



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Remedy ITSM 7.1

• Time Spent on Filling up

unnecessary mandatory

fields

• Complex Ticket Life-cycle

• Change and Task

Dependencies

• Slow Web Link

• GSC

• Communication

• Server

• Remedy User Groups

• Remedy Users

• Applications

Past Present Future

Remedy 6.5

• Reduced Usage

• Wrong inputs for

Management Reports

impacting Organization-

wide decisions

• User Frustration, will

stop using the system

• More Resources needed

• Productivity reduced

• Business impact

• SLA

• More email

conversations

S u b - s y s t e m

s y s t e m

S u p e r - s y s t e m

• Life cycle was simple

• Client on the PC

• No dependency on task

and change

Rapid Process Innovation

with Lean Thinking

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Strategy Design at Idhasoft –

Managing Attrition Crisis



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Managing Attrition Crisis

Using Enterprise SNA map to

identify

key opinion leaders

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Technology Prioritization and Selection at

ICRISAT



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31%

26%

9%

12%

3%11%

8%

Cross bred

Pig

Black Bengaland Beetle

Goat

White Ragi

Products

Tissue

Culture

Low cost

sprayer

Birsol Birsin

Oil

Fish Feed

1

2

34

13%

26%

50%

3%

7%

Revenue

Potential

Readiness

ImpactRisk

Uniqueness

An example of prioritization output using theAnalytic Hierarchy Process on ideas submitted

for incubation at one business center

115



What we do



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• We co-craft end-customer value with every

mind working with us by

– Enabling Emergence of N E W

– Maximizing the LIFE of EACH I DE A

–E MP OWE RI NG IDEAS

– Making I nnov ati on H a p pen

–F utur e- proofi ng by creating Foresights

Globalizing Complex World Needs …



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ValueStrategy

Ideas

Inventions

Learning

Decisions

Productivity

Networks

Complexity

Manifested as 9 dimensions of Innovation …

118

Business Science Technology



FROM 2012 CRAFITTI OFFERS TRIZCERTIFICATION PROGRAM FROM ALTSHULLER

INSTITUTE USA



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c r a f t i n g i n n o v a t i o n t o g e t h e rINSTITUTE, USA




We have to give it a try with what wehave



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April 20, 2012 122

Whether you are smallor big has nothing to do

with your size



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with your size

NAVNEET [email protected]

Phone: +91 9902766961

Founder director of CRAFITTI CONSULTING(www.crafitti.com) – a research and consulting

think tank - co-crafting Innovation with global

enterprises.



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April 20, 2012 © Crafitti Consulting124

Post Graduate Diploma in IPR (NLSIU, Bangalore), Diploma

Patent Information (The Netherlands), M.Tech (Computer

Science & Engg) IIT Madras, M.Sc (Software Science) Allahabad University, B.Sc (Hons.) Physics (Delhi University)

He is the principal author of Strategic Decision

Making- Applying the Analytic Hierarchy Process

published by Springer-Verlag, UK, as part of theDecision Engineering Series. The book has been

featured at Harvard Business School Working

Knowledge for Business Leaders. Has authored

more than 65 research papers and articles.

Associate editor of the International Journal of

Analytic Hierarchy Process and reviews research

papers for defence science journal.

Blog at http://innovationcrafting.blogspot.com

Previously held various corporate positions

Vice-President and Head (Innovation) with HexawareTechnologies),

Principal Consultant with Wipro Technologies

CEO of CREAX Information Technologies Pvt Ltd.,

Technology Specialist at Philips global Intellectual

Property & Standards (IP&S) division,

Senior Research Associate with Infosys Technologies

Limited (http://www.infosys.com).

Navneet has been conferred

Entrepreneurial Innovation and

Leadership Award for 2012 .



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Thank You

Crafitti Consulting Pvt Ltd |www.crafitti.com

([email protected])

Documents

From Market of Mind to Mind of the Market Sent