Skills and Tools to Support Productivity in Creative Work Valeri Souchkov ICG Training & Consulting Enschede The Netherlands

Skills and Tools to Support Skills and Tools to Support Productivity in Creative WorkProductivity in Creative Work

Valeri Souchkov

ICG Training & ConsultingEnschedeThe Netherlands

2 © 2005 Valeri Souchkov

Sources for InnovationSources for Innovation

Insight

New scientific discoveries and

findings

Market studies

New market

demands

Analogy

Problems, Troubleshooting

INNOVATIONINNOVATION

TechnologyDiversification

Forecasts


ObstaclesObstacles

Lack of transparent overall methodology: Innovation is often confused with purely economic methods for new product development and marketing

Lack of innovative culture across entire organization: New products/technology creation is often addressed to R&D only

Lack of a process/workflow model: Despite the number of existing methods supporting innovation, there is no clear pathway of how to realize and manage innovation

Lack of proper idea management: Still, trials & errors Lack of knowledge management: 70-80% of knowledge

generated during innovation sessions are forgotten and lost Lack of measuring results: Often, an effect from the use of

innovation methodologies is neglected Lack of overall innovation management: Responsibilities are

shared in most cases


Formal vs. InformalFormal vs. Informal

Degree of automation

Degree of Formalization

Creativity Invention R&D Design ManufacturingCreativity Invention R&D Design Manufacturing

Role of human involvement


Problems and solutionsProblems and solutions

Standard Standard ProblemsProblems::

solution method is solution method is knownknown

and applicableand applicable

Standard Standard ProblemsProblems::

solution method is solution method is knownknown

and applicableand applicable

Non-standard Non-standard ProblemsProblems: :

Solution method Solution method is unknownis unknown

or inapplicableor inapplicable

Non-standard Non-standard ProblemsProblems: :

Solution method Solution method is unknownis unknown

or inapplicableor inapplicable

Formal Formal solutions:solutions:Numerically Numerically calculated calculated

presentationspresentations

Formal Formal solutions:solutions:Numerically Numerically calculated calculated

presentationspresentations

Informal Informal solutionssolutions

(ideas, concepts, (ideas, concepts, mind maps)mind maps)

Informal Informal solutionssolutions

(ideas, concepts, (ideas, concepts, mind maps)mind maps)

Availability of Availability of Problem solving Problem solving

methodmethod

Availability of Availability of Problem solving Problem solving

methodmethodForm of solutionForm of solutionForm of solutionForm of solution

Poorly supported with systematic Poorly supported with systematic methods before TRIZmethods before TRIZ


Why difficult?Why difficult?

Problems are difficult due to:• Strong mental inertia which prevents us from thinking

“out of the box”• Lack of problem solving strategy• The needed knowledge to solve a problem can be

outside of our specific domain of knowledge• To solve a difficult problem, it is always necessary to

generate many alternatives with trial & errors method• What problem to solve?...


Psychological InertiaPsychological Inertia

Ideal Solutions (benefits/costs)

Ideal Solutions (benefits/costs)

Solution SpaceSolution Space

Acceptable SolutionsAcceptable Solutions


Types of ThinkingTypes of Thinking

Search space Search space

Convergent thinking(avoid constraints and

use navigation)Solution

Solution

Search space Search space

Divergent thinking(avoid constraints)


Methods to boost idea Methods to boost idea generationgeneration

Random MethodsRandom Methods Systematic MethodsSystematic Methods

BrainstormSynectics Reframing

Lateral thinking…

Morphological MatrixAttribute Listing

Technology/Service mapsTRIZ

…

Specific information-independentHeavily rely on human cognitive capabilities Criteria of evaluation are not included to the methods

Operate with specific informationLittle dependence on cognitive capabilitiesRe-use of past experienceUse metaphorical approach


How to improve?How to improve?

A major shortcoming of all non-systematic methods:• Random search for new solution concepts

Immediate implication:• As a result, low ratio “Useful ideas / Useless Ideas”.

Question: How to increase innovative productivity? Answer: By using blend of convergent and divergent

thinking. TRIZ is a blend of systematic approach to solving

inventive problems and psychological operators to improve a process of producing innovative ideas.


Foundations of TRIZFoundations of TRIZ

Genrich Altshuller (1926-1999)

• 98% of inventions use some known solution principle• Only 2% are pioneering inventions• Inventors use patterns without awareness• Innovation can be organized in a systematic way

400.000 inventions(more than 1.5 mln.

by today)


TRIZTRIZ

TRIZ: A Theory of Inventive Problem Solving (abbreviated in Russian)

Result of 40 years of research of more than 300 people (and still evolving)

TRIZ makes innovation systematic while preserving a capability to freely use human creativity.

TRIZ does not replace traditional method for innovation, it adds value to the existing methods and practices

Since TRIZ has been brought outside of the ex-USSR in 1990th, it is today recognized by several world-leading organizations such as Boeing, Lockheed Martin, NASA, Procter & Gamble, Samsung, Mitsubishi as the best practice of innovation


Application AreasApplication Areas

Solve a specific immediate problem

SYSTEMATIC SYSTEMATIC INNOVATION INNOVATION

& TRIZ& TRIZ

Map, analyze, decompose and structure complex

problem situations

Innovatively optimize

a technology/product

Forecast future technology/product

evolution

Solve business & management

conflicts

Generate new business concepts and

optimize existing business systems


Systematic InnovationSystematic Innovation

Knowledge BasesKnowledge Bases

Theory and Trends of Theory and Trends of EvolutionEvolution

Analytical ToolsAnalytical Tools

• Root Conflict Analysis• Function Analysis• Evolution Potential Analysis• Algorithm of Inventive Problem Solving (ARIZ)

• Root Conflict Analysis• Function Analysis• Evolution Potential Analysis• Algorithm of Inventive Problem Solving (ARIZ)

• S-curve of Evolution• Wave-curve of Evolution• Ideality• Laws and Trends of Evolution• Functional Idealization

• S-curve of Evolution• Wave-curve of Evolution• Ideality• Laws and Trends of Evolution• Functional Idealization

• Inventive Principles• Inventive Standards• Databases of Effects

• Inventive Principles• Inventive Standards• Databases of Effects

TRIZ-SITRIZ-SI

• Comparative Ranking• Multicriteria Decision Matrix

• Comparative Ranking• Multicriteria Decision Matrix

Evaluation Evaluation TechniquesTechniques

• Creative Imagination Development• Techniques for generating ideas

• Creative Imagination Development• Techniques for generating ideas

Psychological TechniquesPsychological Techniques

Non-Technical TRIZNon-Technical TRIZ

• TRIZ for Business and Management• TRIZ for Marketing & PR

• TRIZ for Business and Management• TRIZ for Marketing & PR


EffectivenessEffectiveness

Is TRIZ effective? • Samsung: Single project: Euro 1 billion costs savings

(and named “The best practice of innovation”).• Boeing: Single project: US 1.5 billion extra earnings.• P&G: New product ideas pass through TRIZ expertise.

Without TRIZ (628 persons)

2%

78%

20%

With TRIZ (723 persons, one week training)

4%28%

68%

Solution

DoubtfulSolutions

No Solution

Two groups of equally experienced engineers tried to solve the same problem within a limited time interval


TRIZ PhilosophyTRIZ Philosophy

Systems evolves through elimination of contradictions• Problems are be represented in terms of contradictions

that must be eliminated to come up with breakthrough solutions.

Evolution of systems is a systematic process• A number of regularities exist which govern the

technology evolution. The regularities are generic over various domains.

Previous experience can be studied and re-used • By studying previous experience of creative work it is

possible to learn how to use this experience in a systematic way to solve new problems.

New inventive problems are hardly formulated correctly• A task is to build the most correct problem

formulation. Successful problem solving requires a blend of generic

thinking and specific knowledge


ContradictionsContradictions

Evolution of any system is a stepwise elimination of contradictions (conflicts).

Contradictions arise:• When we reach a barrier imposed by the existing

principle behind a system; the more stronger the barrier is, the more difficult a problem is.

• When we know how to solve the problem, but a solution method is inapplicable due to negative effects arising from its implementation.

Systematic Innovation provides tools to resolve contradictions and further evolve systems.


Problem Solving ProcessProblem Solving Process

SPECIFIC PROBLEMSPECIFIC PROBLEM SPECIFIC SOLUTIONSPECIFIC SOLUTION

TRIALS & ERRORSTRIALS & ERRORS

PROBLEM MODELPROBLEM MODEL SOLUTION MODELSOLUTION MODEL

SYSTEMATIC INNOVATION KNOWLEDGE BASESSYSTEMATIC INNOVATION KNOWLEDGE BASES

SEARCH SPACESEARCH SPACE

ANALYTICAL METHODS & TECHNIQUESANALYTICAL METHODS & TECHNIQUES SPECIFIC IDEA GENERATIONSPECIFIC IDEA GENERATION

© 2005 Valeri Souchkov

Evolution Evolution Model Model

Three phases of system evolution:

Wave of Evolution: Expenses to deliver function (mass, energy, materials, information)

Time

A system is born.

Mature system.Convolution (Ideality growth)

S-Curve of Evolution:Degree of the system’s performance (main function)

Adding FunctionalityAdding FunctionalityCreating FunctionalityCreating Functionality Preserving FunctionalityPreserving Functionality

Expansion


Sound recording evolutionSound recording evolution

Time

Wax drum for recordingRecording is made possible vs low durability / quality of recording

LP recordingDurability vs. inability to rewrite recorded sound

Steel wire for recordingPossibility to rewrite information vs. low quality due to short frequency range

Magnetic tape for recording

Expanded frequency range vs. high noise level

Digital magnetic recording

Noise is no more vs. low durability of recording when exposed to magnetic fields and costs

Digital optical recordingHigh durability of recording

Overall Performance


IngredientsIngredients

Analytical LogicAnalytical Logic Knowledge BasesKnowledge Bases

Philosophy and Philosophy and methodology of innovativemethodology of innovative

problem solvingproblem solving

SystematicSystematicInnovationInnovation


Management TasksManagement Tasks

Idea management: development of organization-specific methods for managing idea generation processes.

Product development management: realization of ideas in form of commercial products and technologies.

Environmental Innovation management: constant monitoring and “scanning” of the environment in which an organization operates in order to forecast future innovations.

Enterprise-wide "Outside-the-box" innovation management: creation of organizational culture that stimulates creative thinking.

Innovation life-cycle management: coordinating the entire innovation life cycle from the envisioning stage through to measuring results and rewarding of individual innovators or innovation workgroups.


Role of IT? Role of IT?

Knowledge overflow problem Knowledge search problem “Lost” knowledge problem Miscommunication problem “Invisibility” problem: where we are, what was done,

what should be done with respect to a particular task Lack of Technology Intelligence Lack of metrics to measure success of innovation over

the whole innovation life-cycle


IT support for InnovationIT support for Innovation

Core TeamCore Team

ExpertsExperts

Decision MakersDecision Makers

SuppliersSuppliers

RetailersRetailers

Communication Environment

Enterprise IT infrastructure

Supporting Methods & Tools

ExternalKnowledge Repository

InternalKnowledge Repository

Process Manager

Specialists

Data & KnowledgeBases

External Sources

SituationMapping

IdeaManagement

…


Infrastructure for InnovationInfrastructure for Innovation

Core Innovation Team:Core Innovation Team: Methods, techniques Methods, techniques

and tools for and tools for Systematic Innovation, Systematic Innovation, Consulting & Training Consulting & Training

PlatformPlatform

Internal and External Internal and External Knowledge Sources:Knowledge Sources: Databases, Science & Databases, Science & Technology companies Technology companies Consulting companies, Consulting companies,

R&D centers, Universities, R&D centers, Universities, etc.etc.

Management: Management: Innovation ManagerInnovation Manager

InnovationInnovationInfrastructureInfrastructure

IT Support for Life-Cycle Innovation Management: IT Support for Life-Cycle Innovation Management:

IT platform for knowledge gathering, storage and IT platform for knowledge gathering, storage and exchange; communication, knowledge and exchange; communication, knowledge and

process management; decision making; bridge to process management; decision making; bridge to other infrastructure componentsother infrastructure components


ConclusionsConclusions

Role of “thinkers” will grow in the knowledge-based economy, despite further evolution of IT tools

Innovation Manager should be responsible for the overall innovation life-cycle

Core innovation competence teams should be a major driving force behind creating an innovation system of an organization

An IT support, combining knowledge and process management should solve problems of knowledge overflow, as well as external/internal communications


More informationMore information

ICG Training & Consulting (Enschede, The Netherlands)• www.xtriz.com

[email protected]• Phone: +31-53-4342884 / +31-6-20423455

The European TRIZ Association• www.etria.net

Alltshuller Institute (USA)• www.aitriz.org

Documents

Skills and Tools to Support Productivity in Creative Work Valeri Souchkov ICG Training & Consulting Enschede The Netherlands