Transcript patterns of innovation - Pohang University of Science and

Patterns of Innovation
with Finding Your Innovation Sweet Spot by Goldenberg et al.
Rev: Sep, 2012
Euiho (David) Suh, Ph.D.
POSTECH Strategic Management of Information and Technology Laboratory
(POSMIT: http://posmit.postech.ac.kr)
Dept. of Industrial & Management Engineering
POSTECH
Contents
1.
Subtraction
2.
Multiplication
3.
Division
4.
Task Unification
5.
Attribute Dependency Change
Patterns of Innovation – Subtraction (1/3)
■ Philips DVD players
– Remove the local display and all the control buttons on its DVD player
• One button able to control the most common functions
• Buttons for the remaining operations  Graphical user interface
– Help counteract feature creep and contribute an elegant ultra-slim design
Philips DVD Players
3
Patterns of Innovation – Subtraction (2/3)
■ Kimchi Refrigerator
– Traditional Refrigerator
• Has freezer and refrigerator together for all kind of food
– Kimchi Refrigerator
• Has specialized temperature system for Kimchi makes it taste better, and also easy to store
Freezer
Subtract
Refrigerator
Traditional Refrigerator
Kimchi Refrigerator
4
Patterns of Innovation – Subtraction (3/3)
■ Southwest airline
– Formed in 1971 to serve inter-city routes in three Texas cities
– Operates as a low-cost, no-frills but high customer service airline flying point-to-point,
rather than establishing the hub-and-spoke system common to its larger competitors
 More profit !
Most airlines
 Long distance flight
 International flight
Southwest airline
Subtract
 Short distant flight
5
 Short distant flight
Patterns of Innovation – Multiplication (1/2)
■ Gillette double-bladed razor
– Add an extra blade set at a slightly different angle,
which raises whiskers so the other blade can cut them cleanly
Multiply
One-bladed razor
Double-bladed razor
6
Patterns of Innovation – Multiplication (2/2)
■ Electronic cord extension
– Traditional electronic cord extension reel
• Has one switch only
– Multi Power Switch electronic cord extension reel
• Has multiple switches
• Turn on/off any cord you want to use or not., so as to save energy and enhance safety
Only one switch
Multiple switches
Multiply
Traditional electronic cord extension reel
New electronic cord extension reel
7
Patterns of Innovation – Division (1/4)
■ Rug
– By Caesarea Creation Industry
• Is an Israeli-based maker of household rugs
• Come up with an unusual new type of rug for children’s room
• Took a standard-sized rug and divide it into four “ruglets”
– Four “Ruglets”
• Has different color and patterns (can be used separately)
• Create one rug large enough for a group of children to play on
Divide
standard-sized rug
Four Ruglets
8
Patterns of Innovation – Division (2/4)
■ Carrier
– Traditional carrier for travel
• Has no partitions
– Divisible travel bag
• Has separated parts allows you to divide different kinds of stuff separately,
so as to balance the weight and become easier to get the stuff you want
Divide
Traditional carrier
Divisible carrier
9
Patterns of Innovation – Division (3/4)
■ Laposte
– Created in 1576, it was the mail service of France
– Decompose their service in two main parts
• La Poste
 delivers mail and parcels
• La banque Postale
 Provide to their customers and offer a better service with more service like savings, current account and estate loan
Divide
10
Patterns of Innovation – Division (4/4)
■ Functional division
– An old hi-fi with its speaker and radio tape recorder in one body has given way to modular
speaker, radio, and tape player
 A person can use the individual parts by themselves
Divide
11
Patterns of Innovation - Task Unification (1/2)
■ The Smart Card
– Traditional Card
• Conduct only one function
– The Smart Card
• Conduct multiple functions
• Save space and make our life more comfortable
Unify
Traditional Card
Smart card
12
Patterns of Innovation - Task Unification (2/2)
■ The antenna of car
– by assigning a radio antenna to an automobile windshield wiper
– a long and ugly antenna, can disappear in a car’s body
13
Patterns of Innovation - Attribute Dependency Change (1/2)
■ Indoor Sprinkler
– By Elgo, an Israeli maker of garden sprinkler products
– Traditional sprinkler
• There is no dependency between the distribution channel and the time of year
 Because most of Elgo’s products were sold in the summer, when demand for sprinkler is high
– What if you dissolve the dependency and offered sprinklers through year?
 Indoor sprinkler
• Sold in four seasons (existing customer + gardeners who grow plants indoors)
Change
Outside lawn-sprinkler
Indoor Sprinkler
14
Patterns of Innovation - Attribute Dependency Change (2/2)
■ Ice cream
– Traditional ice cream
• Sold mainly in summer
– Ice cream cake
• Sold all four seasons
Only Summer
Four Seasons
Change
Traditional ice cream
Ice cream cake
15