Multi-Year Expert Meeting on. Enterprise Development Policies and Capacity-building in Science, Technology and Innovation (STI)

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1 Multi-Year Expert Meeting on Enterprise Development Policies and Capacity-building in Science, Technology and Innovation (STI) Geneva, January 2010 Innovation in Business and Technology for MENA by Hussein Al-Natsheh Director Trizmatic Institute for Innovation This view expressed are those of the author and do not necessarily reflect the views of UNCTAD.

2 I C G The most important task of civilization is to teach the human to think. xtriz & Systematic Innovation in Business & Technology for MENA Presented by Hussein Al-Natsheh, Trizmatic, QRCE Developed by Valeri Souchkov, ICG Training & Consulting MYEM on Enterprise Development Policies and Capacity-Building in (STI) Jan 21, 2010, UNCTAD, Geneva, Switzerland Thomas Edison

3 Content 2 What is TRIZ Two tasks of TRIZ TRIZ Toolbox Root Conflict Analysis Summary and the MENA region approach

4 What Others Say 3 TRIZ is the Intel s innovation platform of the 21st century Amir Roggel, Innovation Leader, Intel Corp. At TRIZCON 2008 keynote talk, Kent State University, US

5 Kissing many frogs You ve got to kiss a lot of frogs before you find your princess... It is difficult to find a black cat in a dark room especially when the cat is not there. 4 Strong Solutions All Search Space Most Ideal Solutions (max value/lowest costs) Random Methods: Trials & Errors Brainstorm Synectics Lateral thinking... Systematic Methods: Re-use of previous experience Morphological Matrix TRIZ, Strong mental inertia drives us away from a right solution direction

6 Creator of TRIZ: Genrich Altshuller I am often asked: Do you really believe that everyone can be taught creativity? Yes, every engineer might and can learn how to solve tasks which we regard as creative. Can someone learn to move at the speed of 50 km per hour? Yes, one uses a car. Can everybody learn to dig faster than the best shovel worker? Yes, if we replace a shovel with an excavator. TRIZ provides an engineer with such an excavator. 5 Genrich Altshuller ( ) Creator of TRIZ

7 TRIZ at Glance TRIZ: Theory of Solving Inventive Problems (abbreviated from Russian: Teoria Reshenia Izobretatelskikh Zadach ). TRIZ and Systematic Innovation are a set of methods and techniques which help solving non-ordinary problems and producing innovative ideas. Result of more than 50 years of research by more than 300 people and studies of more than 2 million creative solutions. 6

8 TRIZ Discoveries 7 Discovered a number of general patterns of creative solutions which comply with majority of inventive solutions. Discovered major trends and lines of manmade systems evolution. Extracted basic principles behind the processes of technical and business creativity and made them repeatable.

9 I C G TRIZ Toolbox 8 More Moresales sales HIGH Workload Workload Better Better shape shape LOW Trainers Trainers Lower Lower wages wages LOW Competence Competence HIG Travel Travel Marketing Marketing Dept. Dept. Better Betterservice service HIGH More Morevisits visits H Better Betteronsite onsite communication communication LOW LOW Less Less expenses expenses Risk Risk of of copying copying HIGH Ad Ad Content Content Exposure Exposure LOW Less Less trust trust Understand, decompose and structure problem situations Innovatively improve existing Product / Process /Service Generate and develop ideas of innovative solutions Develop Future Generations of Product / Process/ Service Anticipatory Failure Prediction Understanding Market Evolution and Finding Problems Selection, evaluation, assessment Creative Imagination Development # STRATEGY 1 ReplaceCEO 2 Transfer softwaretoanewindependent company 3 4 Enrichsalesteamwithbusinesspeople Enrichsoftwarewith power functionality 5 Hireexternal marketingexpertise 6 Studycustomer svaluechainandadjust salesstrategy 7 Launchwebsitewithself-explanatorysimulations 8 Establishconsultingunit, useengineersfromsalesasconsultants 9 Tiesoftwarewithfreeconsultinghours Weight Size Hire new Price reduce Introducemonthlypayment systeminsteadof one-timeprice Remove sw Launchinteractivecustomer feedbackservice Rewrite sw Linkembeddedsoftwarewithserver softwaretogetcustomizedreports 11 Transfer partlysoftwaretoaserverfor analysis(paidservice) 14 Launchfreeexplanatoryworkshopsfor customers 15 Introducetwoversionsof thepackage 16 Investing Sales incr months # TARGET 1 We need to increase software sales -50%by 30 2 We need to achieve sales increase -4 month within 2 #CONSTRAINT SCORE 6 We 2 cannot hire new sales people from outside 5 3We do not want to reduce the price 3 We 4 do not want to remove the software from the device1 5 We do not want to rewrite the software 2 We 6 do not want to make considerable investments 4 TRIZ Criteria 7 Conflict must be eliminated 8 Win w - in solution 9 Ideality 10 No harmful side effects 11Extra benefits Total: SCORE 1 We cannot increase size of the company SUPERSYSTEM Customers, partners, suppliers, SUPERSYSTEM government, competitors, insurance companies, banks,suppliers, etc. Customers, partners, government, competitors, insurance companies, banks, etc. SYSTEM SYSTEM A company A company SUBSYSTEMS Management, product development unit, SUBSYSTEMS infrastructure, physical assets, etc. Management, product development unit,, infrastructure, physical assets, etc.

10 Two Tasks of TRIZ 9 Solving specific Innovative problems TRIZ and Systematic Innovation Analyzing systems and developing new generations of systems 1.4. MAIN TRIZ TOOLS

11 Ideality 10 Everything that creates and increases overall value Factors that reduce overall value DEGREE OF IDEALITY = USEFUL EFFECTS NEGATIVE EFFECTS COSTS: Material, energy, information All direct and indirect expenses needed to create and maintain the overall value

12 Root-Conflict Analysis (RCA+) WHAT IT DOES: Helps with analyzing a problem and extracting all underlying contradictions and conflicts 11 WHEN: We would like to understand the underlying roots of a problem and all contributing factors

13 Accident Sea Ride 12 In 1994, the ferry Estonia capsized and sank in Baltic Sea. About 850 people died.

14 The Contradiction 13 How to prevent ferries from this accident? Possible idea: to use sealed compartments, like in standard ship design Leads to the contradiction: The ferry must have sealed compartments to enable safety The sealed compartments will make it not possible to enable bulky cargo storage and transportation + Safety + Performance OR? - Performance - Safety

15 Known Solutions 14 Sliding doors Accordion - type doors Foldable doors 10. CONTRADICTION MATRIX

16 RCA+: Ferry case Stability is lost 15 The buoyancy center shifted too much Water gets to the cargo deck Amount of water is large Water moves Opening in the hull Water within opening Large cargo can Be loaded Waves are strong Need to load cargo Opening is large The bow door gets open Cargo space is provided Truck hits the door A bolt is missing Empty space in the cargo deck

17 Contradiction Matrix and 40 Inventive Principles 16 WHEN: After RCA+ or if a problem is represented as a contradiction 40 Inventive Principles are known WHAT IT DOES: Provides generic recommendations on how to resolve a specific contradiction and generate out of the box ideas

18 New Ideas: 17 Container with liquid plastic foam which solidifies after being spayed Airbags which are deployed in case of emergency

19 Inventive Standards WHAT IT DOES: Provides patterns of solutions indicating how to change a structure of a system to solve a problem Patterns are known for technology and 30 for Business WHEN: After Function Analysis or a problem is represented as a number of interacting components

20 More on TRIZ: 19 en.wikipedia.org/wiki/triz

21 I C G Thank you!

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