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Creativity tools and techniques Pavan Soni Innovation.evangelist@gmail .com www.pavansoni.com

Creativity Tools and Techniques (Pavan Soni)

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Page 1: Creativity Tools and Techniques (Pavan Soni)

Creativity tools and techniques

Pavan [email protected]

mwww.pavansoni.com

Page 2: Creativity Tools and Techniques (Pavan Soni)

About Pavan Soni• Research Fellow at IIM Bangalore (Corporate Strategy & Policy)• Former Innovation Evangelist at Wipro (6 years)• Bachelor of Engineering- MBM Engineering College Jodhpur (Gold

Medal) and MBA- NITIE Mumbai • Conducted Innovation Talks & Workshops for – Café Coffee Day,

Capgemini, Cyro-Save, Dell, Ericsson, Fiserv, FSS Services, Future Group, GlaxoSmithKline, Hexaware, Infosys, Mahindra, Marico, Rane Motors, Tanishq, Tata Steel, Thermax, Titan, TotalGaz, Wipro and World Trade Centre amongst others

• Recipient of ‘On-the-Job Achiever Award’- Lakshya- CII Mumbai in 2007 for the work on Innovation

• Recipient of Innovation Excellence Award at 5th Indira Innovation Summit in 2012

• Pioneered the concept of WiCamp and Let Sparks Fly in India• Associated with Karnataka Knowledge Commission, Bangalore

Chamber of Industry and Commerce and CII• National Mathematics & Physics Olympiad Scholar• Mentor- JGI iDEA (International Entrepreneurship Program)• Guest lectured at over 25 MBA and Engineering institutes across India• Speaker at TEDx BITSGoa ,SIBMPune and HewlettPackardBangalore• 21 Articles and Paper Published in National & International Journals• Contributed book chapters in three published books on innovation • Popular blog- www.pavansoni.com (8,000 page-views per month)

A scholar for life. Not many things interest me, but if any, it doesn’t interest many. Call it contemporary science, advanced management concepts, societal economics or simply innovation, all this interests me a ton! You need to be sharp, fearless, believer and creative to be a part of my family

READING | WRITING | TEACHING

[email protected]

www.pavansoni.comwww.theinflectionpoint.infowww.ManagementIQ.net

Page 3: Creativity Tools and Techniques (Pavan Soni)

Landscape Formation

Solution Vegetation

Best Case Solution

1

2

3

Diverge ConvergeIntent:Apply the Science of Creativity for Problem Solving & Opportunity Creation.

Deferring the judgment!!

The Systematic Creativity Process

3 Pavan Soni, Innovation Evangelist.

Page 4: Creativity Tools and Techniques (Pavan Soni)

Pavan Soni, Innovation Evangelist.4

Landscape formation1. Nine windows 2. Business Model Canvas3. Strategy Canvas4. Mind Mapping + Problem Exploration5. Five Force + VRIO Analysis6. Day in life scenarios7. Diary research 8. Insights clinics

Page 5: Creativity Tools and Techniques (Pavan Soni)

Nine WindowsIntent:To explore the System, Super System and Sub System from the time line basis.

Super System

System

Sub System

Yesterday Today Tomorrow Source: TRIZ

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Pavan Soni, Innovation Evangelist.6

Business Model CanvasKey

PartnersKey

ActivitiesValue

PropositionCustomer Relation

Customer Segments

Key Resources

Channels

Cost Structure Revenue Streams

Source: Business Model Generation

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Pavan Soni, Innovation Evangelist.7

Strategy CanvasPrice

Service Assurance

Reputation

AccessibilityReliability

Range of offerings

Experience

0

5

Focal Company MNCs Domestic Companies Finge Players

Source: Blue Ocean Strategy

Page 8: Creativity Tools and Techniques (Pavan Soni)

Pavan Soni, Innovation Evangelist.8

Mind mapping + Problem Exploration

Source: Tony Buzan

Page 9: Creativity Tools and Techniques (Pavan Soni)

Pavan Soni, Innovation Evangelist.9

Five Force + VRIO Analysis

Five Force Model (Porter, 1980)

VRIO Framework (Barney, 1991) Source: Porter & Barney

Page 10: Creativity Tools and Techniques (Pavan Soni)

10

Intent:An investigative approach to information gathering. Borrowed from the domain of journalism.

5 ‘W’ & 1 ‘H’

Who? Who is/was involved?What? What happens(ed)?Where? Where does/did it take place?When? When does/did it take place?Why? Why does/did it happen?How? How does/did it happen?

Page 11: Creativity Tools and Techniques (Pavan Soni)

Day in Life ScenarioIntent:Observing the customer/ subject in their natural environment.

Components: • Narration of the various vital

and trivial activities of a typical day

• Time tagging for each activity (usually hourly)

• Clustering under various activity heads/ types

• Highlight of any aberration Good practices:• Photographs • Videos • First person quotes• With real names

Source: Pavan SoniDay in Life of a Finance

Manager

Page 12: Creativity Tools and Techniques (Pavan Soni)

Diary Research Intent:Customer/ subject captures observations in a diary over a period of time. Diaries can be pre-structured or unstructured.

Structure for a typical diary: • What activity did I do• Why did I do it• Who were involved init• What key steps I took• What did I or didn’t I achieve• Will I do it again (same)• …

Source: Pavan Soni

Page 14: Creativity Tools and Techniques (Pavan Soni)

Pavan Soni, Innovation Evangelist.14

Solution Vegetation techniques1. Buyer Utility Map2. Three-tiers of Non-Customers3. Value Innovation4. Epicenters of Business Model Innovations5. SCAMPER6. Six Thinking Hats7. Lateral thinking triggers8. Hybrid brainstorming 9. TRIZ10. Six Paths Frameworks

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Pavan Soni, Innovation Evangelist.15

Three-Tiers of Non-CustomersSoon to Be

(those who will jump the fence soonest your

performance dips or prices rise)

Refusing(they are not willing to work with you or don’t

consider you worth)

Unexplored(those whom you haven’t explored

adequately or you don’t deem worth)

Who are they?

Why are they disloyal?

How to retain them?

Who are they?

Why are they uninterested in doing

business?

How to entice them?

Who are they?

Why didn’t you look at them?

How to get them in?

Source: Blue Ocean Strategy

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Pavan Soni, Innovation Evangelist.16

Buyer Utility MapPurchase Deliver Use Supplement Maintain Dispose

Buyer life cycleProductivity

Convenience

Simplicity

Risk reduction

Fun & image

Environmental friendliness

Cust

omer

Ben

efits

6 x 6 = 36 ways of opportunity

creation

Source: Blue Ocean Strategy

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Pavan Soni, Innovation Evangelist.17

Value Innovation

Value

Cost

Price

Profit Proposition

Value Proposition

Create

Raise

Eliminate

Reduce Source: Blue Ocean Strategy

Page 18: Creativity Tools and Techniques (Pavan Soni)

SCAMPER TechniqueIntent:Methods of thinking concerned with changing concepts and perception using reasoning that is not immediately obvious.

Page 19: Creativity Tools and Techniques (Pavan Soni)

Six Thinking HatsIntent:

Encourage Parallel Thinking Encourage full-spectrum thinking Separate ego from performance

Overview, Process Control, Governance and Meta-Cognition

Creativity, alternatives, proposals, what is interesting, provocations and changes.

Logical positive, why something will work and why it will offer benefits

Judgment, caution, point out why a suggestion does not fit the facts, the available experience, the system in use, or the policy

Intuition, feelings and emotions

Facts, figures, information needs and gaps

Source: Edward De Bono

Ground rules: • All participants wear the

same hat at a time• Each hat is given a definite

time• There’s no particular

sequence

Page 20: Creativity Tools and Techniques (Pavan Soni)

Lateral Thinking TriggersIntent:Methods of thinking concerned with changing concepts and perception using reasoning that is not immediately obvious.

Critical factors:• Recognize dominant ideas

that polarize perception of a problem

• Searching for different ways of looking at things,

• Relaxation of rigid control of thinking

• Use of chance to encourage other ideas

Commonly used techniques:• Random entry• Provocation • Analogies • Fractionation• Exaggeration • Challenges • Suspended judgment • Generating alternatives • …

Source: Edward De Bono

Page 21: Creativity Tools and Techniques (Pavan Soni)

Hybrid MethodIntent:Taking up attributes of the problem/ product at hand and randomly mapping it to attributes of an unrelated product to spark new connections.Attributes of the problem at hand (e.g. car)

Attributes of any random object (e.g. bottle)

Driving comfort

Steering smoothness

Pickup

Mileage

Seating capacity

Carrying capacity

Running cost

Page 22: Creativity Tools and Techniques (Pavan Soni)

TRIZ- Theory of Inventive Problem Solving Intent:Creativity by removal of a (technical) contradiction with the help of certain principles. These contradictions are exploited to arrive at an Ideal Final Result (IFR) centered around the concept of Ideality.

Worsening Feature

Impr

ovin

g Fe

atur

e

40 * 40 Triz Matrix

Source: TRIZ Journal

MHTML Document

Page 23: Creativity Tools and Techniques (Pavan Soni)

Six Path FrameworkIntent:Look at counter-intuitive inspirations for creating new Blue Oceans

Source: Blue Ocean Strategy

Page 24: Creativity Tools and Techniques (Pavan Soni)

Pavan Soni, Innovation Evangelist.24

Epicenters of Business Model InnovationResource- driven Offer- driven

Customer- driven Finance- driven

Example: Amazon Web Services

Example: Cemex (Mexican cement company)

Example: 23andMe (personalized DNA testing)

Example: Xerox 914 (lease at $95 per month, 2000 free copies, 5 cents per copy Source: Business Model

Generation

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Pavan Soni, Innovation Evangelist.25

Best case solution techniques1. Weighted scoring method2. Sure-winner framework3. Net Present Value 4. Cash-curve assessment5. Non-dollar returns evaluation6. Zero to One protocol 7. SUCCESS principle of idea narration8. Case presentation template9. Innovation Bazaar

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Pavan Soni, Innovation Evangelist.26

Weighted Scoring MethodIntent:Short listing ideas based on their rating against multiple parameters Bring group consensus around proposed ideas

IDEAS PARAMETER # 1

PARAMETER #2

PARAMETER #3

PARAMATER # 4

WEIGHTED SCORE

Parameters (weight)1. Idea novelty (.2)2. Problem specificity

(.2)3. Technical feasibility

(.3)4. Business viability

(.3)

Steps involved:• Identification of

parameters• Assigning weight• Rating on a 6 point

scale

Page 27: Creativity Tools and Techniques (Pavan Soni)

Pavan Soni, Innovation Evangelist.27

A Sure-Winner frameworkIntent:Evaluating potential of an idea based upon Purchase Motivators & Purchase Barriers

Lower Prices

Greater Benefits

Easy to Use

Easy to Buy

Idea 1 Idea2

High

Motivator

s

Low

Barriers

High purchase motivators:• Less expensive than existing products

(Lower Price)• Provide better features than existing

products (Greater Benefits)

Eliminating purchase barriers:• Must not have any switching or

adoption cost (Easy to Use)• Must be readily available (Easy to

Buy)

Source: Source: Can you Spot the Sure Winner?, Eric Mankin

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Net Present Value (NPV) assessmentTime of the cash flow Discount rateNet cash flow (+ive for inflow; -ive for outflow)

Positive: GoNegative: No GoZero: Indifference

Limitations for innovation projects: Difficult to estimate ‘rate’ and future cash flows due to

uncertainty Doesn’t take into account Type-2 errors (missed innovations) Can compare only similar projects, that too at the same time Offers only go/ no go decision, and not gain/ loss situation

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Pavan Soni, Innovation Evangelist.29

Cash Curve Assessment

Source: Boston Consulting Group

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Non- Dollar returns evaluation

Each concept is identified on the basis of impact it creates on each of the four dimensions.

Source: Boston Consulting Group

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Innovation BazaarIntent:A science exhibition format where concepts are displayed in the form of model, artifacts, etc, and invested upon (nominal currency) by the community.

Salient benefits: • Team building • More clarity generation on

concept/ value proposition • Avoids any biased results

* An indicative list

Steps involved:• Teams creating models,

artifacts demonstrating the concept

• Elevator pith for each model• All participants provided

with nominal currency for voting

• Most voted concepts are shortlisted.

Source: Pavan Soni

Page 32: Creativity Tools and Techniques (Pavan Soni)

Zero to One Protocol

Pavan Soni, Innovation Evangelist.32

Engineering question: Can you create breakthrough technology instead of incremental improvements? (at least 10 times better!)

Timing question: Is now the right time to start your particular business?

Monopoly question: Are you starting with a big share of a small market? (customers don't care about technology as much as about solving a problem)

People question: Do you have the right team? Distribution question: Do you have a way to not just create

but deliver your product? Durability question: Will your market position be defensible

10 and 20 years into the future? Secret question: Have you identified a unique opportunity

that other don't see? Source: Peter Thiel

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Pavan Soni, Innovation Evangelist.33

SUCCESs PrincipleIntent:Emphatic way of conveying your ideas

Source: Made to Stick

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Pavan Soni, Innovation Evangelist.34

Idea Presentation TemplateValue PropositionFor what a customer should be willing to pay you?Customer segment Who (Business /

Consumer) Where Demographic/

psychographic Preferences Gain/ pain points

Product/ service Stand-alone Bundles Delivery

mechanisms Partnerships

Revenue logic Revenue model Pricing model New revenue

stream / addition to existing ones

Anticipated cost/ time to implement New resources/

competencies required

Implementation issues Organizational/

technological/ market/ institutional

Implementation solutions Strategies and

structures Partnerships Interventions

Page 35: Creativity Tools and Techniques (Pavan Soni)

For further reading on Innovation Innovation section on BusinessWeek (

www.businessweek.com/innovation) HBR Blogs (http://blogs.hbr.org) Knowledge@Wharton (http://knowledge.wharton.upenn.edu) MIT Open Courseware (http://ocw.mit.edu) Real Innovations (www.realinnovation.com) Innovation Tools (www.innovationtools.com) Mind Tools (www.mindtools.com) TED (www.ted.com) Alltop (http://innovation.alltop.com) Creativity for Life (www.creativityforlife.com) 1000Ventures (www.1000ventures.com) Technology Review (www.technologyreview.com) Pavan Soni’s blog (www.pavansoni.com)

35 Pavan Soni, Innovation Evangelist.

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Books on Innovation and Creativity Where Good Ideas Come From: The Natural History of Innovation (Steven Johnson,

2010) The Medici Effect: What Elephants and Epidemics Can Teach Us About Innovation

(Frans Johansson, 2006) Zero to One: Notes on Start Ups, or How to Build the Future (Peter Thiel, 2014) The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail

(Clayton M. Christensen, 1997) Ten Rules for Strategic Innovators: From Idea to Execution (Vijay Govindarajan,

2005) Relentless Innovation: What Works, What Doesn't--And What That Means For Your

Business (Gerard J. Tellis, 2013) Thinkertoys: A Handbook of Creative-Thinking Techniques (Michael Michalko, 2006) Lateral thinking: Creativity step by step (Edward De Bono, 1970) Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School

( John Medina, 2014) Blue Ocean Strategy: How To Create Uncontested Market Space And Make The

Competition Irrelevant (W. Chan Kim and Renée Mauborgne, 2004) The Innovators: How a Group of Hackers, Geniuses, and Geeks Created the Digital

Revolution (Walter Isaacson, 2014)

Pavan Soni, Innovation Evangelist.