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Trigger Words,

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Say whatever comes into your mind given a word. Useful as an individual or ... up drive-thru' food at sitdown chains like Ruby Tuesday and Outback Steakhouse ' ... – PowerPoint PPT presentation

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Title: Trigger Words,


1
Trigger Words, More
  • Jerry Banks
  • Creativity and Innovation

2
Trigger Words
3
Selecting a trigger word
  • Pick a random number between 1 and 400

4
Try? There is no try. There is only do or not to
do.
  • Yoda, from The Empire Strikes Back

5
Free Association
6
Free Association
  • Say whatever comes into your mind given a word
  • Useful as an individual or group exercise
  • Put thoughts down that will trigger additional
    thoughts
  • Looking for thoughts that will lead to solutions
    rather than solutions themselves

7
Campbell Soup Company
  • Randomly selected word handle
  • Through free association, the word utensil was
    suggested
  • This led to fork
  • One participant joked about soup that could be
    eaten with a fork
  • The group reasoned that you couldnt eat soup
    with a fork unless it was thick with meat and
    vegetables.
  • Campbells Chunky Soup resulted

8
The creation of 1000 forests is in one acorn.
  • Ralph Waldo Emerson

9
Morphological Analysis
10
Morphological Analysis
  • Choose parameters of importance
  • Choose alternates for each parameter
  • Make an exhaustive list of all possibilities
  • Examine each in turn
  • Some meaningless
  • Some already exist
  • Some eliminated for other reasons
  • Some may merit serious consideration

11
Morphological Analysis
  • Two parameters form a plane
  • Three parameters form a cube

12
Morphological Analysis
  • New fire fighting approach
  • Means by which to deliver fire-fighting substance
  • Sprinkler system
  • Via HVAC vents
  • Aerial assault
  • Hand held

13
Morphological Analysis
  • New fire fighting approach
  • Substance with which to fight fire
  • Dirt
  • Wet foam
  • Water
  • Dry chemicals

14
Morphological Analysis
  • New fire fighting approach
  • Methods to warn residents of the presence of fire
  • Flashing lights
  • Noise alarm
  • Vibration
  • Smell

15
Freeze dried berries heat up cereal duel, WSJ,
5/15/03
  • Strong sales of fruit-added cold cereals have
    touched off the fiercest battle in the cereal
    aisle in years
  • Kellogg
  • Added freeze-dried red berries to Special K
  • General Mills
  • Added freeze-dried berries to Cheerios

16
Freeze dried berries heat up cereal duel, WSJ,
5/15/03
  • Sales of Special K Red Berries have been so
    strong that Kellogg initially asked retailers not
    to promote it because the company couldnt
    produce enough to meet demand

17
Freeze dried berries heat up cereal duel, WSJ,
5/15/03
  • Kellogg has come up with even more fruit cereals
  • Fruit Harvest
  • Berry version
  • Apple version

18
Freeze dried berries heat up cereal duel, WSJ,
5/15/03
  • Kraft Foods has jumped in
  • Honey Bunches of Oats with Real Strawberries

19
Freeze dried berries heat up cereal duel, WSJ,
5/15/03
  • Berry products are appealing to health-conscious
    teens and adults who have outgrown sugared
    cereals but want more taste than a bowl of bran
    can offer
  • 110 calories in a cup of Special K Red Berries
    (without the milk)
  • Fat free

20
Morphological Analysis Exercise
  • Use morphological analysis to invent some new
    cereal combinations
  • Possible parameters are
  • Grain
  • Fruit
  • Seeds Nuts
  • Other

21
Morphological Analysis Exercise
  • Some possibilities for Other include (but NOT
    limited to)
  • Chocolate sprinkles
  • MMs
  • Marshmallows
  • Cocoa powdered
  • Brown sugared
  • Present your top suggestion

22
Faced with declining sales, milk makers broaden
palette of flavors, colors
  • ACJ, 8/27/02
  • Eager to win back tweens and teens who have
    abandoned milk for soft drinks, the dairy
    industry has rolled out nearly 300 new products
    in the past three years

23
Faced with declining sales, milk makers broaden
palette of flavors, colors
  • Whole milk ?
  • Orange Crème Reduced Fat
  • Hersheys Milkshake Cookies n Cream
  • Mayfield Chocolate Low-Fat
  • Hersheys Fat-Free Chocolate Milk
  • Nestle Nesquik Strawberry Milk
  • Nestle Nesquik Reduced Fat Banana Milk
  • 2 reduced fat milk
  • Skim milk

24
Exercise
  • Using morphological analysis invent new milk
    products
  • Consider
  • Calcium
  • Fat
  • Flavoring
  • Added ingredient
  • Packaging

25
Bug List
26
Bug List
  • Pet peeves that we would like to eliminate
  • I was on an airport shuttle going to our sales
    meeting, and I was talking to our international
    sales manager. He had just burned his hand while
    changing his oil, and it got all over his
    driveway.

27
Bug List
  • Pet peeves that we would like to eliminate
  • Jim Brown, director of New Product Development,
    Honeywell
  • I was on an airport shuttle going to our sales
    meeting, and I was talking to our international
    sales manager. He had just burned his hand while
    changing his oil, and it got all over his
    driveway.

28
Bug list
  • Flash!
  • Brown saw a way to sell to consumers the
    valve-and-hose oil drain systems that had been
    available until then only to owners of heavy-duty
    trucks.
  • We took that stuff and downsized it.
  • As reported in BW, The Art of Brainstorming,
    8/26/02

29
Bug List
  • Shouldnt be too complex
  • Eliminating cancer
  • In 10 minutes quite a list could be generated
  • Too many visits to the dentist
  • Need the Task Manager too often
  • House needs painting too often
  • Condensation on car windows
  • Etc.

30
What bugs you?
  • Off limits
  • Anything to do with traffic and drivers

31
Wishful thinking technique
32
Wishful thinking technique
  • Make a wish list in response to a question prompt
  • Example
  • If your dreams could come true, what do you wish
    that your (a) computer could do for you?

33
Wishes include
  • 1. Read my mind
  • 2.
  • 3.
  • 4.
  • 5.
  • Etc.

34
Thanks to IBM, we may soon say Computer, heal
thyself (WSJ, 11/6/02)
  • Autonomic computing
  • Making computers that can take care of themselves
  • Computers would automatically diagnose their own
    problems, fix them, and figure out how to protect
    themselves from future viruses, software bugs,
    and hardware breakdowns

35
Fine have it your way,Newsweek , 4/10/04
  • In a 2000 survey by the National Restaurant
    Association, researchers detected a strange
    desire
  • Americans said that they would like to be able to
    pick-up drive-thru food at sitdown chains like
    Ruby Tuesday and Outback Steakhouse

36
Fine have it your way,Newsweek , 4/10/04
  • Ask and you shall receive!
  • New restaurant trend
  • Curbside service in which restaurant workers take
    food to waiting customers in cars

37
Fine have it your way,Newsweek , 4/10/04
  • Also learned that customers dont like those
    tinny speakers at fast-food drive-ins
  • Innovation Automated ordering
  • Customers will punch in the orders on a touch
    screen

38
Do you want good ideas?Do you want to spark more
good ideas in others?
  • Relax
  • Play music
  • Break bread with a colleague
  • Read a poem
  • Open yourself to eccentricity
  • Listen to someone elses story
  • Laugh

39
Do you want good ideas?Do you want to spark more
good ideas in others?
  • Resist the tyranny of drones
  • Drones-managers that always follow the rules
  • Seek catharsis
  • (i.e., relieve tension)
  • Get vulnerable
  • Do something risky
  • Be a rebel with self-confidence
  • The art of brainstorming BW, 8/26/02

40
Microsoft ad (WSJ, 9/22/98)
  • Wouldnt it be cool if your computer could
    _________ ?
  • Well, if somebody can imagine it, chances are
    your computer will someday do it.
  • Amazing things. Useful Things. Silly things.
  • And of course, this says more about people than
    it does about computers.
  • People are born to innovate, invent and create....

41
End
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