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Marketing Innovation: The Unification Technique in Outdoor Advertising

Published date: March 16, 2015 в 3:00 am

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The Unification Tool is a tricky but effective tool for outdoor advertising. Unification recruits an existing resource and forces it to carry the advertising message. That resource can come from within the medium itself or within the environment of the medium. In other words, the tool uses an existing component of the medium or of its environment in a way that demonstrates the problem or the promise to be delivered.
The tool is one of eight patterns embedded in most innovative commercials. Jacob Goldenberg and his colleagues describe these simple, well-defined design structures in their book, “Cracking the Ad Code,” and provide a step-by-step approach to using them. The tools are:
1. Unification
2. Activation
3. Metaphor
4. Subtraction
5. Extreme Consequence
6. Absurd Alternative
7. Inversion
8. Extreme Effort
There are two ways to use Unification. First, take the medium (television, billboard, radio, and so on) and manipulate it so that some feature or aspect of the medium carries the message in a unique way. The second approach works in the other direction – start with the message, then look at the components in the consumer’s environment and recruit one to carry the message in a clever way.
Here are some great examples (via ScoopWhoop):
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Images sourced from Design Burp and Creative Guerrilla Marketing
 

Daylight Savings Time: Innovation Past Its Prime

Published date: March 9, 2015 в 3:00 am

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Daylight savings time is a great example of the Division Technique, one of five in the innovation method called SIT, short for Systematic Inventive Thinking. Division works by taking a component of a product or the product itself, then dividing it physically or functionally and rearranging it back into the system.
Daylight savings time is the result of taking the standard day, dividing it and shifting it to “appear” an hour off from standard time. It’s a great idea except for one problem – the benefit of this innovation is no longer realized. Daylight savings served a purpose early in its history, but is obsolete today. Here is a nice summary of the issues from Atlantic magazine:

As most people no doubt noticed given that they were robbed of an hour of sleep, Sunday marked the beginning of Daylight Saving Time in the United States, Canada, and several other countries and territories in North America. For morning people, Daylight Saving is a drag, depriving them of an hour of tranquil morning light. But for others, “spring forward” brings with it the promise of long, languid afternoons and warmer weather.
Like millions of other Americans who have slogged through an uncomfortably cold winter, I’m looking forward to the change of season. But Daylight Saving Time is an annual tradition whose time has passed. In contemporary society, it’s not only unnecessary: It’s also wasteful, cruel, and dangerous. And it’s long past time to bid it goodbye.
But does Daylight Saving Time actually make much of a difference? Evidence suggests that the answer is no. After the Australian government extended Daylight Saving Time by two months in 2000 in order to accommodate the Sydney Olympic Games, a study at UC Berkeley showed that the move failed to reduce electricity demand at all. More recently, a study of homes in Indiana—a state that adopted Daylight Saving Time only in 2006—showed that the savings from electricity use were negated, and then some, by additional use of air conditioning and heat.
The simple act of adjusting to the time change, however subtle, also has measurable consequences. Many people feel the effects of the “spring forward” for longer than a day; a study showed that Americans lose around 40 minutes of sleep on the Sunday night after the shift. This means more than just additional yawns on Monday: the resulting loss in productivity costs the economy an estimated $434 million a year.

To get the most out of the Division technique, you follow five basic steps:
1. List the product’s or service’s internal components.
2. Divide the product or service in one of three ways:
Functional (take a component and rearrange its location or when it appears).
Physical (cut the product or one of its components along any physical line and rearrange it).
Preserving (divide the product or service into smaller pieces, where each piece still possesses all the characteristics of the whole).
3. Visualize the new (or changed) product or service.
4. What are the potential benefits, markets, and values? Who would want this, and why would they find it valuable? If you are trying to solve a specific problem, how can it help address that particular challenge?
5. If you decide you have a new product or service that is indeed valuable, then ask: Is it feasible? Can you actually create this new product or perform this new service? Why or why not? Can you refine or adapt the idea to make it more viable?

The 4 Lenses of Innovation

Published date: March 2, 2015 в 3:00 am

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I want to be among the first to congratulate Rowan Gibson for his newest book, The 4 Lenses of Innovation, launching today. Here is a brief description (from Amazon):
Ever wondered where big, breakthrough ideas come from? How do innovators manage to spot the opportunities for industry revolution that everyone else seems to miss?
Contrary to popular belief, innovation is not some mystical art that’s forbidden to mere mortals. The Four Lenses of Innovation thoroughly debunks this pervasive myth by delivering what we’ve long been hoping for: the news that innovation is systematic, it’s methodical, and we can all achieve it.
By asking how the world’s top innovators—Steve Jobs, Richard Branson, Jeff Bezos, and many others—came up with their game-changing ideas, bestselling author Rowan Gibson identifies four key business perspectives that will enable you to discover groundbreaking opportunities for innovation and growth:

  • Challenging Orthodoxies—What if the dominant conventions in your field, market, or industry are outdated, unnecessary, or just plain wrong?
  • Harnessing Trends—Where are the shifts and discontinuities that will, now and in the future, provide the energy you need for a major leap forward?
  • Leveraging Resources—How can you arrange existing skills and assets into new combinations that add up to more than the sum of their parts?
  • Understanding Needs—What are the unmet needs and frustrations that everyone else is simply ignoring?

Other books promise the keys to innovation—this one delivers them. With a unique full-color design, thought-provoking examples, and features like the 8-Step Model for Building a Breakthrough, The Four Lenses of Innovation will teach you how to reverse-engineer creative genius and make radical business innovation an everyday reality inside your organization.

“Rowan Gibson has done a superb job of ‘unpacking’ what it takes to innovate.”
—Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University
“Can you develop an innovative mind? Yes, you can. And this book is the manual.”
—John and Doris Naisbitt, authors of China’s Megatrends and The Global Game Change
“An excellent piece of work for practitioners and organizations who seek to have innovation as part of their DNA.”
—Camille Mirshokrai, Managing Director of Leadership Development, and Partner at Accenture
“Rowan Gibson’s The Four Lenses of Innovation will inspire you to think big, look afresh at the challenges you face, and take bold action to change the world.”
—Robert B. Tucker, author of Driving Growth Through Innovation

ROWAN GIBSON is widely recognized around the globe as a thought leader on business innovation. Labeled by the media as “the Innovation Grandmaster,” Gibson provides some of the world’s most successful organizations with services and tools to help them deepen their innovation capabilities. He is also the cofounder of InnovationExcellence.com, which is now the most popular innovation website on the Internet.

Teaching Children the S.I.T. Method

My seventh-grade son asked me to volunteer at his school to teach something nonacademic and fun, like how to rollerblade, bake cookies, and so on. I called the school and asked if I could teach a course called “How to Be an Inventor.” I had taught Systematic Inventive Thinking in many innovation workshops for about four years at that point, so I was confident I could deliver a fun and useful program for kids.
To my surprise, the school administrators said no.
I was dumbfounded. I thought the school would welcome a minicourse on creativity. I asked why. They insisted it was impossible to teach someone, especially kids, how to be an inventor. They were worried that the course would set too high an expectation and that I would “break the children’s little hearts.” Like most people, the administrators were stuck on the idea that creativity is a gift that some have and some don’t.
After long negotiations, the school finally agreed to let me teach my course. Ten kids signed up, all seventh and eighth graders. For five weeks, one hour each week, I taught them the same innovation techniques that you learned in this book. I taught them exactly the way I teach adults, except that I used examples kids would find interesting.
The last class was their “final exam.” Each child went to the chalkboard, and I gave each one a common household product: a coat hanger, a flashlight, a watch, a shoe, and so on. None of the children had advance knowledge of the object he or she would be receiving. For the next thirty minutes, each child was to apply to his or her product one of the five innovation techniques learned in class. Their goal was to transform the ordinary object into a new-to-the-world invention, draw a picture of it on the chalkboard, and explain how they had used their technique to create it.
The first presenter was Morgan, seventh grade. She had been assigned a wire coat hanger—a simple, one-piece device with no moving parts. For most people, this exercise would have been very intimidating because a coat hanger seems too simple and mundane to innovate. But not Morgan! Using the Attribute Dependency technique (chapter 6), she invented a coat hanger that expands up or down or sideways depending on the size and weight of the coat hung on it.
Next was Nicole. She had been given a white Keds sneaker that I borrowed from my wife for the class. She’d also used Attribute Dependency to create a shoe with a sole that matched the user’s activity or weather conditions. “I invented a shoe where the bottom can be changed depending on whether you are dancing or bowling, or maybe when it rains or snows,” she explained. As with Morgan’s invention, it was new, useful, and surprising.
And so it went, right down the line, with one child after another using systematic creativity to offer up a new invention. I was very relieved to know that I wasn’t going to be breaking any little hearts.
At the end of class, I held a graduation ceremony. I awarded the students certificates pronouncing that they were officially inventors. They were to go out into the world and create many new, awesome inventions. They had huge smiles on their faces. (So did I.)
It was time to pack up and leave as the class was over, or so I thought. As I was walking out of the classroom and down the hallway, I turned and noticed the children following me. I picked up the pace a bit because I wanted to get home. They picked up the pace too and stayed right in step with me. Then Nicole, nearly running at this point, shouted out, “Drew, Drew! I have another idea: a shoe that expands as your foot grows.”
Nicole and the others couldn’t turn it off ! Their little minds were still working in high gear even though the course was over.
I have since taught the method to third and fourth graders in the Wyoming City Schools in Cincinnati. When applying the Multiplication technique, one of the students, Sam, followed my instructions to the letter. As before, I had given each student an actual product to work on, and I had given Sam a bright red University of Cincinnati umbrella. Dutifully, he created an umbrella with two handles: one in the usual place, and one on top of the umbrella, at the tip (the Multiplication technique, chapter 4). As the standard part of our methodology, I asked Sam, “Now, who in the world would want an umbrella with a handle at the bottom and another handle at the top? Why would that be beneficial?”
Sam thought about it for a minute. Then he jutted his arm into the air, screaming wildly, “Ooh, Ooh, I know! I know exactly why you would want it!” I held my breath. Sam said, “If the wind blows your umbrella inside out, all you have to do is turn it around, grab the other handle, and start using it again!”
 
 
Copyright 2015 Drew Boyd

Innovation Sighting: Attribute Dependency and World Population

Published date: February 16, 2015 в 11:17 am

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What if countries were sized proportional to their population? What would the world look like? Take a look at this map (reported by NPR.org):
It’s a nice example of the Attribute Dependency Technique, one of five in the innovation method called Systematic Inventive Thinking (SIT). It’s a great tool to make products and services that are “smart.” They adjust and learn, then adapt their performance to suit the needs of the user. Attribute Dependency accounts for the majority of innovative products and services, according to research conducted by my co-author, Dr. Jacob Goldenberg.
Reddit user TeaDranks created this cartogram by creating a dependency between a country’s size and population. Each square represents 500,000 people.
To see more examples of Attribute Dependency with world maps, visit the website Worldmapper. It has “hundreds of cartograms, showing countries sized by everything from the number of books published or tractors working to condom use by men or woman.”
To get the most out of the Attribute Dependency Technique, follow these steps:
1. List internal/external variables.
2. Pair variables (using a 2 x 2 matrix)
Internal/internal
Internal/external
3. Create (or break) a dependency between the variables.
4. Visualize the resulting virtual product.
5. Identify potential user needs.
6. Modify the product to improve it.
 
 
 

Creating New Products With The Division Technique

Published date: February 9, 2015 в 3:00 am

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You can frequently make groundbreaking innovations simply by dividing a product into “chunks” to create many smaller versions of it. These smaller versions still function like the original product, but their reduced size delivers benefits that users wouldn’t get with the larger, “parent” product. This is “Preserving Division.”
Les Paul used Preserving Division to produce his multitrack recording by taking a single piece of media—a tape—and dividing it into multiple smaller tracks that perform the same function as the original large piece of tape.
We see this all the time in the technology industry. For years, computer makers kept increasing the capacity of hard drives (the devices within PCs on which programs and data are stored). Then an engineer had a brilliant idea to use Preserving Division to create mini personal storage devices. Today many people won’t leave their desks without placing their “thumb” drives in their briefcase or pocket. These mini storage units are designed specifically for people who must carry electronic versions of documents with them but don’t want to be burdened with laptops or other computing devices. They simply transfer documents from their PCs to their thumb drives, and walk away from the computer.
Many food manufacturers use the Preserving Division technique to create more convenient versions of popular products. By taking a regular serving or portion of a product and dividing it into multiple smaller portions, manufacturers allow consumers to purchase food products in more convenient and cost-effective ways. Consumers buy only what they need instead of a larger amount. Recently, manufacturers have even used Preserving Division to help people curb their calorie intake by providing popular snacks in smaller, more diet-friendly packages. Kraft Foods’s Philadelphia Cream Cheese brand does this by offering individually wrapped single-serving-size portions of its flagship product for people to put in their brown-bag lunches or take to the office with a breakfast bagel.
The time-sharing arrangements that many hotels and condominiums offer provide more examples of Preserving Division. Under timesharing, a year of “ownership” of a property is divided into fifty-two smaller units of a week each. Each unit is then sold to a different owner, who has the right to live in the property for that week. Each smaller unit preserves the characteristics of the whole. Ownership has been divided over time.
Likewise, when you make payments on a loan, you are sending small amounts of money created by dividing the larger, principal amount of the loan. Like the time-sharing condos, the division is based on time.
When doctors treat cancer tumors with radiation therapy, they have to be sure to kill the cancer tissue without doing too much damage to the surrounding healthy tissue. How? They divide the total dose of radiation into smaller, less lethal doses and aim them at the tumor from many different angles. The smaller beams of high-energy X‑rays, divided in space, converge to hit the cancer cells. But the lighter dose of any one beam does not do enough damage to other tissue that it hits along the way.
To get the most out of the Division technique, you follow five basic steps:
1.  List the product’s or service’s internal components.
2.  Divide the product or service in one of three ways:

  • Functional (take a component and rearrange its location or when it appears).
  • Physical (cut the product or one of its components along any physical line and rearrange it).
  • Preserving (divide the product or service into smaller pieces, where each piece still possesses all the characteristics of the whole).

3.  Visualize the new (or changed) product or service.
4. What are the potential benefits, markets, and values? Who would want this, and why would they find it valuable? If you are trying to solve a specific problem, how can it help address that particular challenge?
5. If you decide you have a new product or service that is indeed valuable, then ask: Is it feasible? Can you actually create this new product or perform this new service? Why or why not? Can you refine or adapt the idea to make it more viable?
Keep in mind that you don’t have to use all three forms of Division, but you boost your chance of scoring a breakthrough idea if you do.

Why Super Bowl Commercials Are So Effective

Published date: February 2, 2015 в 3:00 am

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Super Bowl commercials capture our attention because they tend to be highly creative and well-produced. At around $4 million dollars for a thirty second spot, Super Bowl advertisers need to create the best, most innovative commercials possible. To do that, they use patterns. Professor Jacob Goldenberg and his colleagues discovered that 89% of 200 award winning ads fall into a few simple, well-defined design structures. Their book, “Cracking the Ad Code,” defines eight of these structures and provides a step-by-step approach to use them.

Here are the eight tools:
1. Unification
2. Activation
3. Metaphor
4. Subtraction
5. Extreme Consequence
6. Extreme Effort
7. Absurd Alternative
8. Inversion

Let’s see how the 2015 Super Bowl ads fit these patterns.
The Unification Tool uses components of the medium or within the environment of the advertisement to convey the message. This McDonald’s commercial does a nice job of taking actual customers and making them part of the message:


The Activation Tool gets the viewer to make a physical or mental interaction with the ad. Here is an example from Discover Card. It gets your heart pounding!

The Metaphor Tool fuses or manipulates a recognizable symbol to convey the message. The All Nature Burger from Carl’s Jr. uses a provocative metaphor of a naked woman to convey this:

The Subtraction Tool removes elements that one would consider essential to the message. It works well because the human mind tends to fill in the missing elements automatically. Here is a commercial from Nationwide and the “disappearing” Mindy:

The Extreme Consequence Tool conveys the absurd result of using the product or service. It works because it is memorable and vivid. The commercial for Mountain Dew’s Kickstart does it well:

The Extreme Effort Tool conveys the attractiveness of the product or service by the extremes one must go through to use it. The Bud Light Pac Man commercial really sells it:

The Absurd Alternative Tool shows an exaggerated alternative to using the product or service as way to highlight its main benefit. Here is an example from T-Mobile and the Data Scavenger:

Finally, The Inversion Tool conveys what would happen if you didn’t have the product or service, but in an extreme way. As with the other tools in the “Extreme” family of tools, it tries to create ads that are  vivid, memorable, and surprising. My favorite is from Mophie about what happens when God runs out of battery power on his smartphone. Oh my!

New Tricks for Old Dogs: The Task Unification Technique in Surgery

Dr. Steven Palter’s patient began to cry. Not because of the sharp pain that suddenly shot through her abdomen—after years of suffering she was used to that—but from sheer and utter relief. The Yale University fertility specialist had precisely isolated the physical source of his patient’s chronic pelvic pain (CPP). “We got it!” Dr. Palter said elatedly, and immediately released the pressure he’d put on the spot inside her abdomen. “And we couldn’t have found it without you,” he told the woman. For years, she’d been in constant agony that prevented her from sleeping, holding a job, or maintaining even the semblance of a normal family life.
After the patient and Dr. Palter together had identified the location and source of her pain, the doctor made a “conscious pain map.” Immediately thereafter, Dr. Palter used this map to guide his surgery on his patient, using a laser to precisely remove the diseased tissue he could not see with his naked eye alone, finally relieving the woman from the endless rounds of physician referrals, diagnostic tests, and failed treatments.
Dr. Palter and his patient had embarked on a new kind of surgery called conscious pain mapping. As a member of the surgical team, it was the patient who identified the area of pathology.
This particular patient was extraordinarily lucky to have found Dr. Palter. Although 20 percent of women suffer from CPP at some point in their lives—with one of every ten outpatient referrals to gynecological specialists due to this condition—only 60 percent of cases are diagnosed accurately. Even fewer are treated successfully. Most CPP sufferers find their lives altered irrevocably because of the severity of the pain, and many struggle to cope with depression on top of the physical anguish.
CPP has also long frustrated physicians. Although some doctors have suspected that factors such as endometriosis and irritable bowel syndrome can cause CPP, it has always been difficult to make a definitive diagnosis. Seemingly diseased tissue would prove benign and vice versa. And without such a diagnosis, CPP is nearly impossible to treat.
Or was. Until Dr. Palter had his idea.
Before Dr. Palter’s innovation, the gold standard diagnostic tool had been laparoscopy. This involves inserting a small video camera through a small incision in a patient’s abdominal wall to get an internal view of her ligaments, fallopian tubes, small and large bowels, pelvic sidewalls, and the uppermost portion of the uterus, or fundus. But since CPP pain occurs often in seemingly normal tissue, it frequently can’t be detected using visual clues alone (the wrong color, unusual spots or texture, and so on). Therefore, laparoscopy results are at best ambiguous, can be a waste of time, and, at worst, lead to the removal of normal tissue that isn’t even responsible for the pain.
Dr. Palter decided to systematically map the inside of a patient’s abdomen by physically touching one spot after another until the patient felt pain. Once he isolated the spot, he could surgically remove the problematic tissue—and end the patient’s suffering once and for all.
What makes Dr. Palter’s process remarkable is that he performs it while the patient is awake and alert on the operating table. Laparoscopy is usually performed under general anesthesia, which knocks the patient out, and so the doctor must interpret the findings without her input. Given that CPP is a condition that is felt rather than seen, this has always significantly handicapped physicians. By using the patient’s own feedback to help with the diagnosis, Dr. Palter solved a medical challenge that has baffled doctors for generations.
Why did it take so long for someone to come up with this idea? In hindsight, Dr. Palter’s solution seems almost ludicrously obvious. He didn’t develop any new technologies. Nor did he take advantage of innovative drugs, or apply the findings of recent research studies. Dr. Palter made this creative leap using only existing tools and ideas.
As it turns out, Dr. Palter’s achievement is a perfect example of the creativity tool we call Task Unification. As with the other techniques, Task Unification allows you to routinely and systematically be creative by narrowing—or constraining—your options for solving a problem. You simply force an existing feature (or component) in a process or product to work harder by making it take on additional responsibilities. You unify tasks that previously worked independently of one another. In Dr. Palter’s new CPP treatment, for example, the patient is both patient and diagnostic tool. By unifying two tasks—requiring the patient to undergo the procedure and help detect the source of her abdominal pain—he achieved a creative breakthrough while staying well inside the proverbial box.
 
Copyright 2015 Drew Boyd

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