Todays agenda

Part 1 Short overview of TRIZ - Introduction - What is TRIZ? - Modern TRIZ - Most common tools & techniques of TRIZ - How does TRIZ work? - 4 pillars - Benefits of TRIZ - Examples of companies using TRIZ Chapter 2 - Case Study on Star Light Electronics Co Ltd. Chapter 3 - Discussion

References
Valeri Souchkov, Accelerate Innovation with TRIZ, 1997, revised in 2010, ICG Training & Consulting Valeri Souchkov, Breakthrough thinking with TRIZ for Business and Management: an overview, March 2007, ICG Training & Consulting Darrell Mann, An introduction to TRIZ: The Theory of Inventive Problem Solving, Volume 10, Number 2, June 2001 Darrell Mann, Matthew Driver, Joseph Poon, Wilson Lam, Rocky Wong, Chan Wai, Alan Cheung, Churchill Tang, Results Of A Multi-Company Scale TRIZ Deployment In Hong Kong

Common factors creating innovation roadblocks

What is TRIZ?
Name: a Russian abbreviation for the Theory of Solving Inventive Problems Date of birth: 1946 Place of birth: USSR Founder: Genrich S. Altshuller Origins: massive studies of patent collections, technological
solutions and inventions (approx. 400.000 patent descriptions)

Discoveries:

(1926-1998) only 0.3% of all patented solutions were really new 99.7% of inventions used some already known physical or technological principle

Main goal: develop a method which would turn the inventive process to a clearly
defined technology: transform a problem to a solution by processing the problem at abstract level without numerous trials and errors

Modern TRIZ
for Business and Management
A tool for solving problems A collection of practical tools and techniques:
analyze existing products and situations extract root problems reveal potential opportunities for evolution generate new solution concepts in a systematic way

A combination of 3 capabilities:
Analytical Logic knowledge Bases Systematic way of thinking

Most common tools & techniques of TRIZ

Name & description
40 Inventive Principles (Contradiction Matrix) provide a systematic access to the most relevant subset of Inventive Principles depending on a type of contradiction. Analysis of Functional Interactions - helps to identify negative, insufficient or poorly controllable interactions within a system and locate sore points in various types of systems. Root-Conflict Analysis (RCA+) - helps with top-down decomposition of a general problem defined as a negative effect to a tree of interrelated contradictions.

Typical diagram

How does TRIZ work?

TRIZ Tools
Abstracting Trial and error Specializing

Instead of directly jumping to solutions, TRIZ offers to analyze a problem, build its model, and apply a relevant pattern of a solution from the TRIZ databases to identify possible solution directions. Methodical logic: Lets formulate ideal solutions and solve contradictions

How does TRIZ work in Business & Management?

xTRIZ Lite - the process for solving technological problems can be used with little or no adaptation within the context of business and management problems

This is an iterative process in which wrong assumptions or decisions made in earlier stages can be corrected by creating a feedback loop back to the step where the assumption or decision was initially made.
Understand innovation outside the technological context (introduction of an invention to the market) and also as a way of doings things differently inside a company.

Contradictions

Ideality

Functionality

Resources

4 Pillars
1. Contradictions a gate to invention Every breakthrough inventive solution is a result of elimination of a contradiction which arises when two mutually exclusive demands or requirements are put on the same object or a system. Example: mass customization

2. Thinking with ideality Breaking out of the traditional start from the current situation type of thinking and start instead from what is described as the Ideal Final Result (IFR) solution containing all the benefits and none of the harms. With each successful innovative improvement, a system tends to become more ideal.

Everything that creates and increases overall value

Factors that reduce overall value

USEFUL EFFECTS NEGATIVE EFFECTS DEGREE OF IDEALITY = COSTS: materials,energy, inforamation, HR 3. Functionality Main Useful Function (MUF) principle Plotting both positive and negative relationships principle Solutions change, functions stay the same principle
Problem
All expenditures needed to create the overall value

Political

Social
Mechanical

Chemical
Solution

Software

4. Use of resources
TRIZ demands an aggressive and seemingly relentless pursuit of resources = anything in the system which is not being used to its maximum potential (including the pressures and forces we typically attempt to fight )

Considerable increase of productivity when searching for and developing new ideas and concepts to create new products or to solve existing inventive problems. Development of new concept solutions for existing product design: cell phones, computers, etc Increasing the ratio Useful ideas / useless ideas during ideas generation process Cost reducing Improving or inventing new business models. Generating radically new advertising concepts. Discovering new markets for services. Leveraging intellectual capital of organizations: increased number of patents Introducing a common "innovation" language to improve communication.

TRIZ Worldwide

US$ 1.2 million

2000 packages

US$ 14 mln

Success cases
A TRIZ concept: a thin flexible film saturated with whitener that selectively adhered to teeth, in order for the tooth whitener to avoid contact with saliva Whitestrips was P&G's most successful product launch ever $130 million dollars sales in the first year of operation

Samsungs SELLINO project: changing the design of

optical components: 2 diodes in 1 & from 6 lenses to 4 Intellectual property increased with 13 patents Savings of 100 million Euro annually

Example of TRIZ process on Star Light Electronics Co Ltd.

A Next Generation Home Karaoke Entertainment System

Difficulties
Shortage of examples
Some still applying for patents Fear of the competitors Too technical subject

Star Light Electronics Co Ltd.

Starlight manufacture and market high quality consumer electronics products to leading importers and retailers in Europe, Asia, Australia, North and South America. They also manufacture for OEM customers such as Philips, Hitachi, Samsung, etc. The major company's products including MP3, MP3/Discman, MP3/BoomBox, CD Players, DVD, DVD/TV, TV and Internet Radio.

Requirements
New innovative audio/video karaoke system Maximum development lead time: 9 months Only technologies available in the company

Problem definition - Market for Karaoke systems Major market: USA Most of customers between 10 and 15 Current Karaoke system:
Normal DVD player with audio control for the microphone inputs Connected to external screen and speakers Remote control

Problem definition - Problems

Complex Large number of components Difficult and time consuming to set up Difficult to store when not used

Process - Functional diagram -

Process - Aim Improving the existing Karaoke systems INCREASING customer functionality DECREASING complexity

Process - TRIZ Matrix Principle 15 Dynamize Principle 28 Mechanics Substitution/Another Sense Making use of another sense, optical, acoustic, taste, touch or smell Encapsulating some of the control features into the screen of the device

Description

Make the experience more dynamic Adaptive and split screens

Solution

Process - Potential evolution -

Process - Trend solution According to the Mono-BI-Poly trend, the system evolves integrating components, till the optimum number is reached

Solution
The solution was designing a completely new product by integrating into one unit display, speakers and DVD player The team also integrated the microphone and the remote control

Final product
Suited for young people Multiple functions Always ready to use No additional space for storage Wireless microphone-remote control Available technologies Developed within 9 months

Success?
This product concept was introduced to one of the largest hypermarket customers in the US. The company has agreed to place an initial order for this product amounting to US $ 3 million. The Karaoke system went to mass production in November 2005.

Discussion
TRIZ principles are based on a collection of trends and patterns, an analytical and very structured approach. Does this mean TRIZ limits or replaces human creativity?

If TRIZ is such an effective innovation tool, why are there still companies that are not using it?
How does the future of TRIZ look like? Will it become a global phenomenon or will it shrink into obscurity?