CRI LECTURE OBE 4 IDEA GENERATION Part 1 of 3

Creativity & Innovation
BM006-3-2-CRI (VC1) 1st April 2018
Lecture 4:
Idea Generation Techniques Part 1 of 3
Topic Learning Outcomes
• To evaluate and interpret different

concepts and principles in idea generation;
– Attribute Listings
– SCAMPER
– Fishbone
BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3

In Uruguay, the rate of ex-prisoners
returning to crime has been dropping. 98%
of prisoners who leave Punta de Rieles
Prisoners' Rehabilitation Center stay out of
prison.
Source: http://www.undp.org/content/undp/en/home/ourwork/ourstories/developing-new-chances-beyond-bars.html
How our brains work?
• http://www.ted.com/playlists/1/how_does_
my_brain_work

Smart Helmet
https://www.youtube.com/watch?v=b7AYfq9uIY8

http://testyourself.psychtests.com/

Introduction to the four
Innovation Styles
• Recognizing the different ways we like to
innovate is a key to working together
successfully – in a team or in an
organization.
• Four Innovation Styles: Visioning,
Modifying, Exploring, and
Experimenting.

Three stages of successful
ideation
(https://www.cleverism.com/18-best-idea-generation-techniques/)
• 1. Generation
• For a lot of companies, making use of ideation to address a specific problem or
requirement is frequently a good starting point. The majority of companies can easily
identify these kinds of needs – the main decision is whether they contribute to an
ideation approach. After problem-solving, come two other key chances for utilizing
ideation: core competencies and consumer insights.
• Core competencies, in reference to ideation, have to do with leveraging ideation to
develop upon a company’s abilities. In this kind of ideation, the organization is looking
for fresh applications or new markets for existing services/products.
• Consumer insights, with reference to ideation, have to do with utilizing principles of
conventional market research (for example: focus groups and surveys) and
implementing them in the context of a joint idea-sharing milieu. Surveys are effective
though there are a few drawbacks: respondents would not be able to view other
replies (to vote up/down or comment) and the response rates are usually pretty low.
Even focus groups are effective though they fail to reach the heights of online
ideation owing to factors such as price constraints that hinder them from accessing a
bigger participant pool.
BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3 ‹#›

• 2 Selection
• Picking the best ideas starts much before the beginning of the ideation
process.
• It is essential that you fix the criteria by which the ideas are to be assessed,
who would be responsible for evaluating the ideas, and how the top ideas
would be given to the concerned internal teams for further assessment or
execution.
• A proper selection process begins with the use of tags or labels to arrange
the ideas into meaningful clusters. An example would be labels being
arranged along product lines (such as phone, laptop, tablet) and tags being
a level lower, concentrating on attributes (easy navigation, portable, long
battery life, lightweight) and/or on features (display, operating system,
interface).
• Labeling and tagging should be followed by prioritization to be certain that
the most essential ideas reach the stage of application/execution.

• 3. Implementation
• The success of implementation is dependent on an organization’s
ability to choose the top ideas and take action based on them.
• It also depends on the organization having appropriate workflows in
place so that the right groups take part at the appropriate time in the
three steps of the ideation process.
• The makeup of these workflows (that call out particular roles and
aspects of responsibility) is very essential for organizations if they
are to start any ideation endeavor.
• The people in the roles called out should be ready to take in new
ideas that don’t come from within the company and possibly can be
incentivized or otherwise acknowledged for their readiness to
implement the new approach.

Idea generation techniques
• Attribute listings
• SCAMPER
• Fishbone

• 1. Attribute Listing
• Purpose
• To generate ideas that improve the components or
attributes of a current situation, using the Modifying
Innovation Style.
• Instructions
• 1. Describe the key attributes or components of a
situation you wish to improve or change.
• 2. Brainstorm how you can improve upon any one
or all of the attributes or components.
Ideation (Idea finding)
Attribute Listing
- Ensure all possible aspects of a problem have been
examined.
- Breaking down problems into smaller bit and seeing
what can be discovered as a result.
- E.g. Torch – breaking down into different components:
casing, switch, battery, bulb and then listing their
attributes for each to generate ideas
- Feature Attribute Ideas
- Casing Plastic Metal
- Switch On/Off On/Off/Low Beam/Standby

• Example
• A bicycle has the following attributes: frame, pedals, drive
sprocket, chain, brakes, tires, handlebars...
• Each attribute has seen dramatic improvements and
innovations in the last thirty years, including:
• • Much lighter weight frames based on new materials
• • Pedal grips that strap to secure feet better
• • Stronger chains with special clamps for easier changing
• • Improved derailleur gears for rear sprocket
• • Racing handlebars for more ergo dynamic racing position
• • New rear wheel materials to replace spokes

Weiner focused on creating a low-
maintenance bike by using
puncture-resistant tires that almost
never go flat and a chainless belt
that doesn't rust. A lightweight
aluminum frame also makes the
bikes easy to carry up stairs.
Assembly takes about five minutes
Solé Bicycles. Founded in
2009 by a group of college
students, Venice, California-
based Solé Bicycles sells fixed-
gear and single-speed bikes for
$399. Annual sales have grown
from $650,000 in 2012 to $2.1
million in 2014
Source: http://www.inc.com/graham-winfrey/3-startups-racing-to-
disrupt-the-bicycle-industry.html

Power Shape Sensor Types Size Material Artificial Special Components
Supply Intelligence(AI)
technology
Non- Cube Weight Sensor Very Small Plastic Decision Management GPS
Rechargeabl (Purdy, (SIKA, 2015) (612 x 612 x 1167 (Clark, 2018) (Press, 2018) (Dempster, 2013)
e Battery 2015) mm)
(Loraine,
2014)
Rechargeabl Rectangula Temperature Small Polyethylene Deep Learning GSM

e Battery r (Purdy, Sensor (Li & Wang, (634 x 772 x 1440 (Clark, 2018) (Press, 2018)
(Nickinson, 2012)
(Loraine, 2015) 2011) mm)
2014)
Fossil Fuels Cylinder Air Quality Sensor Medium Polypropylene Robotic Process Camera
(Kopp, 2018) (Purdy, (Zimmerman, et al., (745 x 845 x 1536 (Clark, 2018) Automation (Press, (Press, 2018)
2015) 2018) mm) 2018)
Solar Energy Egg-Shape Fill-Level Sensor Large Metal (MID CITY Image Processing Router
(Grover, (Steve, (SmartBin, 2018) (800 x 900 x 1780 STEEL, 2013) (Press, 2018) (Bandal, et al.,
2007) 2009) mm) 2016)
Electricity Fire Sensor Very Large Stainless Steel QR Code
Energy (AC) (Luo & Su, 2007) (900 x 970 x 1950 (MID CITY (Teng & Wu, 2015)
(Reichel, mm) STEEL, 2013)

2015)
Wind Energy Humidity Sensor (Li
(Li, et al., & Wang, 2011)

2015) Source: Lim Wei Soon, TP038564, GoGreen-Bin with Mobile App
2. SCAMPER
• Instructions
• 1. Describe the key attributes or components of a situation you
wish to improve or change.
• 2. Apply the SCAMPER questions to your situation to generate
ideas for achieving your goal:
• • S = Simplify or substitute? (other ingredients, materials, etc.)
• • C = Combine or condense?
• • A = Adapt or alter (pace, etc.) ?
• • M = Modify, magnify or miniaturize?
• • P = Put to other uses?
• • E = Eliminate or expand?
• • R = Reverse (roles, etc.) or rearrange (patterns, etc.) ?

Assignment e.g
SCAMPER is used to generate idea on new farming product.

A list of questions about SCAMPER are asked to obtain new
idea. After identifying possible ideas of crops farming
product, impractical idea or idea that are not suitable or
viable for this situation will be eliminated.

SCAMPER New Smart Recycle Bin Idea
Replace the plastic recycle bin container with non-rusting metal (MID CITY STEEL, 2013).

Replace user manually category waste approach with machine auto sorting waste approach

by using Artificial Intelligence(AI) technology (Singh & Shree, 2016).
Substitute
Replace electricity energy supply with solar energy supply (Dezfooli, et al., 2017).
Replace multiple recycle bin types with all-in-one recycle bin types (Matchar, 2017).
Combine recycle bin with GPS (Heun, 2011).

Combine recycle bin with solar system (Dezfooli, et al., 2017).

Combine recycle bin with smart sensors (DUBLIN, 2017).
Combine
Combine recycle bin with Artificial Intelligence(AI) technology (Singh & Shree, 2016).
Combine recycling process with mobile application (Flora, et al., 2014).
Combine recycling process with reward system (Eerde, 2017).
Adapt Reuse sunlight energy to supply power for all sensors in the bin instead of using electricity
(Dezfooli, et al., 2017).
Deploy small LED panel at the front part of the bin to display the current fill level (Hyun, et al.,
2016).
Modify the recycle bin size is possible in order to fulfill the need of user and situation.
Modify
Add new components to the bin such as compressor and fire sensor (S.Nirmala, et al., 2017).
Take out the GPS receiver is possible if user wants to use it as indoor purpose.
Put to another use It can used to detect the air condition of the placement location (Zimmer, 2012).
It can used to detect the temperature of the placement location (Zimmer, 2012).
It can used to convert the sunlight energy into electricity energy and provide power (Dezfooli,
et al., 2017).
Eliminate Eliminate use of electricity power (Dezfooli, et al., 2017).
Eliminate use of labor to categorize the waste from recycle bin (Singh & Shree, 2016).
Reverse Swap labor with Artificial Intelligence(AI) technology (Singh & Shree, 2016).
Swap electricity supply with solar energy supply (Dezfooli, et al., 2017).
Source: Lim Wei Soon, TP038564
• Instructions 3. Fishbone
• 1. Identify a problem statement and write it at the center-right of a
piece of paper.
• 2. Draw a horizontal arrow pointing to it and write on branches
from the main arrow any of the following categories of causes, as
appropriate: environment, equipment, materials, measurement,
methods, people, policies, procedures, processes, skills, suppliers,
systems, etc.
• 3. For each branch (bone), identify as many possible causes of a
problem or situation as you can.
• Keep asking, “Why is that happening?” to generate more possible
causes.
• 4. Brainstorm how you can solve or rectify any or all of the causes

• Fishbone Diagram is also known as the “Cause and
effect” Diagram, or the Ishikawa Diagram (named after
the Japanese person who invented this technique). The
diagram helps a person or group to see the variety of
potential causes and (in some cases) their relationship
with each other.
• Example

Source: Yee Jin Kiat, TP037362, Smart Spending Tracker
The future inventions
• https://www.youtube.com/watch?
v=vbNHCn2gHQ4

Question and answer session
Q&A
BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3 Slide <32> of 13
What we will cover next
• To evaluate and interpret different

concepts and principles in idea generation;
– Morphological analysis
– Force Fitting triggers
BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3 Slide <33> of 13
Catstacam: So Fluffy can post
arty Instagram pics of dead
mice
Source: http://www.cnet.com/uk/news/catstacam-so-fluffy-can-post-
arty-instagram-pics-of-dead-mice/
Tutorial activity
• Use one of the techniques;

– Attribute listing
– SCAMPER
– Fishbone
– Identify what will be new uses of social media

technologies.

CRI LECTURE OBE 4 IDEA GENERATION Part 1 of 3

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Creativity & Innovation

BM006-3-2-CRI (VC1) 1st April 2018

• To evaluate and interpret different

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3 ‹#›

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3 ‹#›

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3 ‹#›

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3

Rechargeabl Rectangula Temperature Small Polyethylene Deep Learning GSM

2015) 2018) mm) 2018)

(Reichel, mm) STEEL, 2013)

Wind Energy Humidity Sensor (Li

(Li, et al., & Wang, 2011)

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3

SCAMPER is used to generate idea on new farming product.

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3 ‹#›

Combine recycle bin with GPS (Heun, 2011).

Combine recycling process with mobile application (Flora, et al., 2014).

Combine recycling process with reward system (Eerde, 2017).

Eliminate Eliminate use of electricity power (Dezfooli, et al., 2017).

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3

• To evaluate and interpret different

• Use one of the techniques;

– Identify what will be new uses of social media

BM006-3-2-CRI CREATIVITY & INNOVATION IDEA GENERATION TECHNIQUES PART 1 OF 3 ‹#›

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