IDEATION TRIZ THE OPERATING SYSTEM FOR INNOVATION Company-wide TRIZ Institutionalization With Ideation International Presented on January 21, 2010
What is the Ideation Operating System for Innovation? A complete system developed for establishing and supporting technological and market leadership via implementing a formal organizational process for innovation, including identifying and setting strategic goals and directions for innovation, idea generation, product/process commercialization and protection of viable intellectual property.
Why Institutionalize the Ideation Operating System for Innovation To create an environment that supports innovation, knowledge sharing, risk taking and creativity To develop a formal process supporting all necessary steps for innovation success To collaborate and share knowledge across functions and business units To establish core relationships between businesses, technologies and intellectual property To overcome roadblocks to innovation
Ideation Operating System for Innovation Based on Ideation TRIZ (I-TRIZ) methodology Inventive Problem Solving (IPS) Anticipatory Failure Determination (AFD) Failure Analysis Failure Prediction Directed Evolution (DE) Control of Intellectual Property A systematic procedure for resolving tough technological problems, enhancing system parameters, improving quality, reducing cost, etc. for current generations of products and technologies. A systematic procedure for identifying the root causes of a failure or other undesired phenomenon in a system, and for making corrections in a timely manner. A systematic procedure for identifying beforehand, and then preventing, all dangerous or harmful events that might be associated with a system. A systematic procedure for strategically evolving future generations of technological systems. A systematic procedure for increasing IP value and providing protection from infringement and circumvention.
Ideation System for an Enterprise Activities Services Utilized tools Strategic planning R&D Strengthen IP portfolio Revealing future needs Finding possibilities for enhancing existing and developing new products and markets Predicting government and other regulations influencing the business Revealing possible actions of competitors Enhancing exiting designs and technologies (cost reduction, increasing quality and number of useful parameters and features) Next generations designs and technologies Evaluating and enhancing invention disclosures Strengthening patents, protecting patents from inventing around Structuring intellectual property, converting it into a cash cow DE, Nontechnical IPS AFD FP IPS, DE, AFD FA AFD FP CIP DE
Ideation System for an Enterprise Activities Services Utilized tools Production Marketing Warranty People management Eliminating production defects, quality improvement Cost reduction, increasing productivity Inventing new product applications and markets Predicting future needs Revealing possible actions of competitors Predicting and preventing potential undesired events and harmful effects Timely unveiling root causes of occurred undesired events and their elimination Increasing employees creative potential Increasing employees satisfaction from work IPS DE, Nontechnical IPS AFD FA AFD FP IPS I-TRIZ education & software
IDEATION INTERNATIONAL INC Executive Overview
Ideation Brief History Established in November of 1992 as a Delaware corporation Provider of TRIZ-based services and products Acquired leading TRIZ School in Russia (The Kishinev School ) Headquartered in Farmington Hills, MI Includes world s most experienced group of TRIZ masters and certified TRIZ specialists Conducted business with over 5000 enterprises worldwide Active in 40 countries and 60 universities Has trained over 250,000 individuals worldwide Conducts continuous research/advancement of TRIZ methodology
Ideation International Commitment The company s business is to assist its customers with the essential business function of innovation via institutionalization of the system including education, software tools, mentoring and analytical services
Ideation Business Philosophy Trust Respect Commitment Excellence Customer Satisfaction Quality Winning Caring Integrity
Ideation Structure and Core Competences Ideation International Inc. Structure & Core Competences I-TRIZ Training / Software I-TRIZ Applications Project Work Intellectual Property Solution Providers Distance Learning Workshops Public Per Company Train the Trainers Think Tank Model Facilitation Approach Coaching Analytical Services IP Portfolio Software, Service Bureau on a case by case basis
Target Markets Primary Market: Any company seeking organic growth User Profile: CEO President CTO Engineers Scientists Patent Attorney & Litigator Secondary Market: Universities that do research and seek IP User Profile: Researchers Scientists Teachers
What does Ideation offer? I-TRIZ Application/process Education Software Publications Analytical Services Inventive Problem Solving Multiple books and paper Age of Application 60 yrs Failure Analysis Failure Prediction Two books multiple papers Two books multiple papers 30 yrs 30 yrs Directed Evolution Internal use One book multiple papers 20 yrs Enhancement of Intellectual Property Internal use Multiple papers 8 yrs
Projects Completed by Ideation Aviation Electronics Consumer Other Chemical Medical Automotive
Selected Successes To-Date Chemical Industry New Generation of Existing Chemical Processing Plant Processing of New Chemical Heavy Equipment Lifting Cranes Automotive Industry Parking Brakes Doors Cable Applications Medical Industry Surgical Instrumentation Oil Industry Control of Oil Production Materials Development Super Absorbent Fibers Plastics Packaging Fluid Systems Water Pumps Hazardous Materials Pumps Commercial Products Sanitary Products Foot Massagers Electric Shavers Hair Care Products Combs, Hair Dryers, Curling Irons, Hair Clippers Stock / Commodity Exchange 15
Automotive Industry: Selected Customers GM Ford Chrysler Eaton W.E.T. BorgWarner Dana Corporation Rockwell Int l Automotive TRW Automotive ITT Automotive Dura Automotive Navistar Cost reduction, warrantees, recalls, new design, patent circumvention, failure analysis, failure prediction, training
Selected Projects Completed for Automotive Industry Break squeal Brake roughness Noise and vibration Transmission Air bag Bumper corrosion Door Automotive cables Fuel tank rotation Zero emission design Electrostatic paint Tail light Seat cover Wind tunnel Plastic fuel tank Walking bearing Truck mirror Ringing and hinging Car seats cooling and heating Zero defect engineering Cost reduction, warrantees, recalls, new design, patent circumvention, failure analysis, failure prediction, training
IDEATION INTERNATIONAL INC Ideation TRIZ Methodology and Operating System for Innovation
What is TRIZ? Russian acronym for the Theory of Inventive Problem Solving Systematic, structured way of inventing supported with numerous tools Science of Technological Evolution Results of over 60 years of research based on analysis of over 2 million of worldwide patents within all engineering disciplines
Why TRIZ was Created Be a systematic step-by-step procedure Be able to guide an inventor through the solution space and to direct him or her to the area with the best (ideal) solutions Provide an inventor with reliable and repeatable results that do not depend on personal (psychological) issues Proved knowledge (patent information) can be accessed Accumulation of human innovation experience is possible
21 Over 60 Years of Development initiated and led by G. Altshuller and involving hundreds of scientists and inventors Practical experience of thousands of scientists, inventors, engineers, managers, businessmen, etc. More than 2.000.000 worldwide patents History of evolution in different areas of technology and science, social systems, business, management, art, languages, etc. Feedback from solving with TRIZ thousands of problems
TRIZ is Based on Extraction of Knowledge from the Best Innovation Practices Patents (worldwide) Key Findings Definition of inventive problem Levels of invention Patterns of evolution Patterns of invention T R A N S F E R A B L E General Purpose Principles.
Ideation TRIZ The Next Step Altshuller s Direction Utilization of evolution patterns and methods of idea generation based on evolution patterns Ideation TRIZ Combination of all effective approaches to creative problem solving and control of technological evolution
Summary Offering of the Ideation TRIZ Methodology Legend: Classical TRIZ (in black) Advanced by Ideation Newly developed by Ideation Four Original Key Findings Definition of the Inventive Problem Levels of Inventions Patterns of Inventions Patterns of Evolution Three Main Premises Contradictions Ideality & Resources System Approach Four Analytical Tools Innovation Situation Questionnaire (ISQ) Problem Formulator Algorithm for Inventive Problem-Solving (ARIZ) Substance-Field Analysis (Su-Field) Ten Knowledge-Based Tools 40 Innovation Principles & Contradiction Table Separation Principles 76 Standard Solutions Effects Pattern/Lines of Evolution Selected Innovation Examples System of Operators AFD Checklists IP Checklists Bank of Evolutionary Alternatives Four Main Applications Inventive Problem Solving (IPS) Anticipatory Failure Determination (AFD) Directed Evolution (DE) Management of Intellectual Property
Evolution of TRIZ and I-TRIZ Re-Structuring of Theoretical Base Directed Evolution and IP Control Era Methodology Advancement ARIZ-85 40 Principles Advanced TRIZ Tools Non-Technological Applications AFD Classical TRIZ Era Patterns of Evolution Kishinev Era Ideation-TRIZ Era Advanced Software Tools Directed Evolution 1946 1982 1985 1992 1997 2000 2015
Ideation TRIZ Differentiation Integrated Approach Processes developed for each application TRIZSoft supporting all applications processes TRIZSoft customization Continuous research and advancement Business model developed including education, software, project based workshop and coaching/facilitation A turn key solution for TRIZ institutionalization Expanding TRIZ in non-technical areas (science, arts, business, management, etc.)
Structured Innovation Process Directed Evolution Anticipatory Failure Determination Inventive Problem Solving Highly Innovative and Profitable New Business Options Leveraging: Core Competencies and generated by Market Attack Teams Front End of Innovation New Product Process Commercialization Improved Stage Gate Platform Technology Concepts Leveraging Existing Customer Value Chain Business Unit Idea Selection Process Business Team Commercial Manufacturing Finance R&D
Mastering the Ideation TRIZ Methodology and TRIZSoft Individual / Enterprise Requirements Expectations Integrated, Innovative Solution Advanced Programs Certification Learning Phase Train The Trainer TRIZ Specialist Value Yes Select Technological Challenge Sign Confidentiality Agreement Complete ISQ Hands-On Project Intensive Training No Explain Return Restart 3-Day Workshop 45-Day Coaching / Mastering DE+IP IPS AFD
The Ideation TRIZ System Pyramid Non-typical problems; Call Ideation International Consulting Services 4 I-TRIZ Masters I-TRIZ Professionals 30 to 180-day project Inventive Problems 3 I-TRIZ Professional coaching I-TRIZ Practitioners IWB Software 7 to 30-day project Light Inventive Problems 2 I-TRIZ Practitioner coaching I-TRIZ Users Ideation Brainstorming 1 to 5-day project Conventional Tasks 1 Engineers, Subject Matter Experts Problem Level
30 Achieving the Ideal Vision: Accelerating Innovation via Structure Possible Options An EXHAUSTIVE Set of Options Number of Options Required to Make a Reasonable Decision Rapid Development of Practical Knowledge Confident Decision Point Starting Point Practical Deadline Forced Decision Point Time
IDEATION INTERNATIONAL INC Proposed Plan
Establishing Partnership Step 1. Sign NDA and Secrecy Agreement Step 2. Meeting with Top Executives to understand: Culture Vision and Mission for 3, 5 and 10 years ahead. Strategy to become a market and technological leader Existing critical business and technological challenges and a plan to overcome them What is the competitive intelligence system in place What are the milestones and criteria of success of becoming a global leader
Establishing Partnership Step 3. Establish a 3-year Action Plan with timeline and milestones to achieve specific goals. Step 4. Establish a 3-year corporate agreement between Ideation International Inc. and the enterprise. Step 5. Select and assign an appropriate individuals from both companies to oversee and command the partnership. Step 6. Establish a training program, website and checkpoints to meet all the setup goals.
Recommended Implementation Plan Phase 1 Orientation in the I-TRIZ Operating System for Innovation one day, no limit to number of participants. Phase 2 Phase 3 IPS (Inventive Problem Solving) 3-day Workshop with a project, limited to 15 attendees. We recommend to conduct 4 IPS Workshops as follow: Engineers working on improving existing products, engineers working on the next generation of products, scientists working on the specific research and sales/marketing and IP personnel that are working with launching a new products. AFD (Anticipatory Failure Determination) Failure Analysis 2- day workshop with a project. Select 12 participants that have completed the IPS training successfully.
Recommended Implementation Plan Phase 4 AFD (Anticipatory Failure Determination) Failure Prediction 3-day workshop with a project. Select 12 participants that have completed the IPS training successfully. Phase 5 DE (Directed Evolution) 10 days with a project. Select 8 participants of the ones that completed phase 4 successfully. 10 days are divided into 5 and 5 with a month in between. Phase 6 IP (Intellectual Property) Evaluation and Enhancement 3- day workshop with a project. Same 8 participants of the ones that completed phase 5 successfully.
IDEATION INTERNATIONAL INC Questions and Answers, Conclusions
Summary and Conclusions Approximately 60 individuals would be trained and certified in IPS. Approximately 12 individuals would be trained and certified in IPS and AFD. Approximately 8 individuals would be certified as a TRIZ specialists. Those will create the foundations of the enterprise s office of innovations. 8 projects of difficult challenges would be completed. Some or all of TRIZ specialists will go through train-the-trainer program, to be able to disseminate I-TRIZ methodology and applications throughout the enterprise operations.
TRIZ is not a Magic Wand Success = P c x P kn x M s x (1+C I-TRIZ ) P c P kn M s = Personnel Qualities = Professional (Subject Matter) Knowledge = Management support C I-TRIZ = Multiplication factor depending on I-TRIZ training, tools and experience in their utilization. C I-TRIZ can be between 0 and hundreds. 38
Measure of Success A. Creativity B. Logic Were viable approaches developed in areas not considered by Subject Matter Experts and management? Were the Concepts of Solution selected justified, prioritized, and clearly presented? C. Practicality D. Detail Will the Concepts of Solution be testable and/or implementable within a reasonable time period and with reasonable resources? Were Concepts of Solution thought through sufficiently so that they did not contain obvious logical flaws or oversights? Were they quickly comprehended? Was the information provided adequate to take the next steps (for example, concept testing or engineering design)?
Measure of Success E. Efficiency Was the interaction between company s personnel efficient? How much of the SMEs time and any additional resources were required to develop the Concepts of Solution? F. Communications Quick to comprehend the problems/issues? Was the technical expertise adequate? Were the questions asked pertinent? Were the responses clear and concise?
Measure of Success G. Applicability H. Value Was the power of the Ideation TRIZ methodology demonstrated? Was it clear that the methodology is more systematic, wider ranging in its solution search, and more efficient than alternate approaches? Was the methodology s general applicability to other company problems evident? Will Systematic Innovation be easily adapted within the company through support and utilization of Ideation s software and service capabilities? How much time and how many dollars will Systematic Innovation save for this project? Were the results worth the price and effort?
Plain Blue Orange Pink Color Code Classical TRIZ Improved (modified) Classical TRIZ Newly developed by Ideation I-TRIZ differentiations & development in works Effects (Guide) Physical Chemical Geometrical Biological Psychological Social Other Resources Substance Field Space Time Functions Information Assets Personnel Change Accumulation Concentration Useful and harmful Readily available Derivative From the environment From the system Easy accessible Inexpensive Evolutionary Improve useful characteristics Reliability Action speed Mechanical strength Composition stability Convenience Productivity Manufacturing accuracy Dispensing accuracy Shape Universality Controllability Adaptability Selective mode Reduced undesired factors Weight Overall dimensions Energy consumption Complexity Energy waste Time waste Cost Noise Deformation, destruction Wear Contamination Overheating Undesired adhesion Fire, explosion Environmental influence Harmful human actions Improve measurement/ control Bypass the problem Direct control Indirect control I-TRIZ Map Knowledge transfer Technical Created by Alla Zusman based on request from M. Meier 40 innovation principles 39 parameters Contradictions Business and organizational development Contradiction Matrix Physical-Separation in: Time Space Parts/whole Conditions Problem Formulation Directions for Innovation Theory Local Identity Tools Universal Operators Partial / Excessive action Inversion Separation Segmentation Integration General Operators Synthesize a new system Increase effectiveness of the system Eliminate harmful or undesired actions Specialized Operators Auxiliary Operators Smart introduction of substances Smart introduction of fields Utilization of resources Excluding auxiliary functions Ideation TRIZ (I-TRIZ) Map Altshuller's Four Key Discoveries Definition of inventive problem 5 levels of innovation Innovation principles System Approach Identity Inventive Fields Mechanical Thermal Chemical Electrical Magnetic Radiation Combinations 12 basic patterns Over 400 lines Numerous trends 2.5 Million Patents Patterns of inventions Patterns of evolution Three main premises Software: TRIZSoft Basic I-TRIZ e-learning Ideation Brainstorming Innovation Workbench System (IWB) Ideation Failure Analysis (IFA) Ideation Failure Prediction (IFP) Knowledge Wizard (KW) Analytical: Define and model problem situation ISQ Problem formulation ARIZ Substance Field analysis Knowledge based: best practices for generating ideas Patterns / lines System of Operators Over 440 Operators 40 innovation principles Documented associated chains Separation principles 10,000 Interconnects 76 Standard Solutions Effects Selected innovation examples I-TRIZ differentiations Integration with other techniques Focusing on refined innovation knowledge A unified and integrated knowledge base for all types of problem targeting exhaustive set of potential solutions New applications developed Processes developed for each application TRIZSoft support for most of applications' processes New analytical and knowledge base tools developed Education Software Project based workshop Coaching / facilitation TRIZSoft customization Continuous research and advancement Integrated business model A turn key solution for TRIZ institutionalization I-TRIZ Applications Applications Inventive Problem Solving (IPS) Anticipatory Failure Determination Directed Evolution TRIZ for R&D Scientific Problem Solving TRIZ Value Engineering Idealization (TRIZ cost reduction) Intellectual property validation and enhancement Product / process improvement Children education Inventive Problem Solving With IWB Identify and document the problem (Complete ISQ) Problem Formulation Prioritize Directions Develop Concepts Evaluate results Building the graphical description (diagram) Formulate Directions Generate ideas with System of Operators Combine Ideas into concepts Ideation Failure Analysis with IFA software Complete Failure Analysis Questionnaire Failure Analysis modeling Verify hypotheses Correct failures Evaluate results Ideation Failure Prediction with IFP software Development Describe the system Describe the problem Identify and solve secondary problems Predict and eliminate potential failure - use abbreviated IFP Building the diagram Formulate hypotheses Categorize Verify Apply Operators Develop Concepts Complete Failure Prediction Questionnaire Failure Prediction modeling Verify hypotheses Prevent failures Evaluate results Describe the system Describe the problem Describe the system Document known drawbacks Identify history of the system Building the diagram Formulate hypotheses Generate failure scenarios Apply check lists and Operators Categorize Verify System name System structure System functioning System environment Ideal vision Available resources Allowable chances (limitations) Criteria for solution acceptance Project data and business environment Anticipatory Failure Determination Apply Operators Develop Concepts Inventive Problem Solving Identify history Localize the problem Amplify the problem Summary of ongoing development Complete innovation solution system for R&D Integration with other business, quality and knowledge management systems like Six Sigma, Stage Gate, etc. Applying TRIZ to organizational development I-TRIZ for scientific problem solving (SPS) Building specialized knowledge bases (chemical, health care, business / management, etc.) DE and SPS software development New, more powerful and user friendly software shell New ideas integrator module Teaching I-TRIZ in schools and universities E-learning (Basic TRIZ, IWB master, AFD master) Problem name Mechanism causing the problem - Use abbreviated IFA Undesired consequences of the problem Problem history previous attempts to solve Other systems with similar problems Alternatives Abbreviated IFA 1. Invert the problem 2. Create Ideal Scenarios 3. Generate Failure Scenarios 4. Prevent the failures Abbreviated IFP 1. Invert the problem 2. Amplify inverted problem 3. Search for solutions 4. Formulate hypotheses and tasks for their verification 5. Correct the failure Directed Evolution Analyze the system environment Identify super-systems for the system Identify the system market Identify impeding forces and limitations Identify driving forces of evolution Identify contradictory requirements Analyze the system functioning Identify useful functions Identify harmful factors Identify functional contradictions Problem Formulation Build the diagram Directions from functional analysis Selected Directions Assess system resources Analyze analogous systems Analyze history of the system evolution System prototypes Conditions of the system creation History of problems Develop Concepts List and categorize preliminary ideas Combine ideas into Concepts Evaluate results Meet criteria for evaluating Concepts Develop workable system Reveal potential problems Work with secondary problems Consider further system development Plan the implementation Monitor the system evolution Monitor changes to the environment Continuous system improvement Accumulate new ideas Prepare to the next step Eng-04--0014
ENDORCEMENTS
Bill Coughlin President & CEO at Ford Global Technologies, LLC Adjunct Professor at Thomas M. Cooley Law School Zion has a genuine heart for education and a real dedication to helping clients to find innovative solutions. February 18, 2010 Top qualities: Personable, High Integrity, Creative Hired Zion as a Business Consultant in 2003, and hired Zion more than once
Dr Ron Fulbright, Chair, Department of Informatics University of South Carolina Upstate I started using classical TRIZ over 16 years ago. About 6 years ago I became aware of I- TRIZ and have been using it ever since and I use it almost every day. For the past 4 years, I have entered a state-wide innovative business idea contest and have won five awards including the Grand Prize in 2008. (No other person has won more than 1 award in this contest.) Even though I did not win an award in the latest contest, I placed 2 ideas in the top-ten. I employ I- TRIZ in the development of my ideas for this annual contest and it undoubtedly gives me an edge. As the evolution of classical TRIZ, I-TRIZ represents the distillation of human innovative thought. By encapsulating the entirety of human innovation and making it accessible to the average person, one can stand on the shoulders of the most innovative, creative, and inventive people throughout history. Using it is like having Thomas Edison and Yoshiro Nakamats right there in the room with you!
Dr. Paul H. King, Professor of Biomedical Engineering, Emeritus Professor of Mechanical Engineering, Emeritus at Vanderbilt University I have found that IWB (InnovationWorkBench) is a useful addition to my student s toolboxes in their pursuit of their design projects. We have had a good ~ 10 year history of collaboration with Ideation International.
Rene Kapik, Ph.D. Medical Industry Consultant Certified Master Black Belt Certified I-TRIZ Specialist Ideation has created an outstanding innovative product that assists users in discovering innovative solutions for themselves. Ideation's revolutionary software, called I-TRIZ, has brought clarity to the long-standing mystery of classical TRIZ and simplicity of the tools that once required extended study time to master. I discovered the power of the software five years ago, when I began applying the tools in both my new product development and continuous improvement roles. My teams have demonstrated the remarkable ability of the IWB software tool to facilitate in solving chronic, so-called "unsolvable", and expensive problems by removing barriers to creative thinking and eliminating typical product performance trade-offs that result in suboptimized product functionality. The Directed Evolution software tool allows the user to anticipate the direction of a products evolution. Using this tool, my teams have created a higher level of patentable and profitable "next generation" products and processes, adding millions of dollars in new revenue to my companies' bottom line.
Paul Seguin, Ph.D., P.E. Strategy and Integration Office U.S. Army Corps of Engineers Disclaimer: This statement reflects the personal views of the author, and does not represent any official position of the U.S. Government or the U.S. Army. I first became acquainted with ITRIZ in 2004. I soon became so enamored with its elegance and efficiency for problem solving that I chose to study it intensively and become a certified ITRIZ specialist. Since then, ITRIZ has become (and remains) my 21 st century system of choice for addressing all of my strategic analytical issues: organizational/managerial problem solving, anticipation of unknown failure modes, and identification of future agency challenges. I have also introduced its concepts and techniques to executive leaders at my agency, and to design engineering students at George Mason University, who use it on their inventive engineering challenges. I
Prof. James F. Antaki Professor of Biomedical Engineering (Carnegie Mellon University) Professor of Surgery and Bioengineering (University of Pittsburgh) I was completely hooked on Triz about half way though the Ideation introductory seminar. Their vast knowledge of the technology can be overwhelming. And this is why Innovation WorkBench is so valuable it allows the average person to use these powerful principles without needing years of study. And my students have used it gainfully in their capstone design projects. Their slogan, Innovation on Demand says it all.
Lee I. Fenicle, Director Intellectual Resources Management Creighton University Using Invention on Demand and Directed Evolution, Ideation s I-TRIZ staff helped us turn one patented surgical device into a core of products that we used to start a company. Our company has received its second round of venture-backed funding and will be selling its first products in the next few months. Without Ideation s help we would have licensed our technology and would be waiting for a royalty stream for a very long time. For medical devices, I-TRIZ has proven to be the best way to attack a future market, solve design problems and to get the most out of the intellectual property we have.
THANK YOU! IDEATION TEAM