Creativity Tools
It is important to understand what we mean by creativity, as there
are two (2) completely different types:
The first is technical creativity, where
people create new theories, technologies or ideas. This is discussed
here at length.
The second is artistic creativity, which
is more born of skill, technique and self-expression. Artistic creativity
is beyond the scope of articles.
Creativity Tools for Improving Products and Services:
“Reversal”
Reversal is a good tool for improving a product or a service.
How Do You Use “Reversal”?
To use it, ask the opposite of the questions you want to ask, and apply
the results.
Example:
Imagine that you want to improve the response of a service center.
Using reversal, you could ask 'How would I reduce customer satisfaction?’
After considering this question you might give the following answers:
- Not answering the phone when customers call
- Not returning phone calls
- Having people with no product knowledge answer the phone
- Having rude staff
- Giving the wrong advice
After using reversal, you would ensure that appropriate staff members
were handling incoming phone calls efficiently and pleasantly. You would
set up training programs to ensure that they were giving accurate and
effective advice.
Key Points:
Reversal is a good, easy process for improving products and services.
You use it by asking the exact opposite of the question you want answered,
and then applying the results appropriately.
"Scamper"
“SCAMPER” is a checklist that helps you think of changes
you can make to an existing product to create a new one.
The changes SCAMPER stands for are:
| S: |
Substitute |
(components, materials, people) |
| C: |
Combine |
(mix, combine with other assemblies or services, integrate) |
| A: |
Adapt |
(alter, change function, use part of another element) |
| M: |
Modify |
(increase or reduce in scale, change shape, modify attributes
like color) |
| P: |
Put to another use |
|
| E: |
Eliminate |
(remove elements, simplify, reduce to core functionality) |
| R: |
Reverse |
(turn inside out or upside down. This is the use of Reversal) |
SCAMPER was created by Michael Mikalko in his book ' Thinkertoys'.
How Is Reversal Done?
You can use these changes either as direct suggestions or as starting
points for lateral thinking.
Example:
As an example, imagine that you are a manufacturer of nuts and bolts,
and you were looking for new products. SCAMPER would give you:
| Substitute |
Use of high tech materials for niche markets, such
as high-speed steel? carbon fiber? plastics? glass? non-reactive
material? |
| Combine |
Integrate nut and bolt? bolt and washer? bolt and spanner? |
| Adapt |
Put allen key or star head on bolt? countersink head? |
| Modify |
Produce bolts for watches or bridges? produce different shaped
bolts (e.g. screw in plugs)? pre-painted green bolts? |
| Put to another use |
Bolts as hinge pins? as axles? |
| Eliminate |
Eliminate nuts, washers, heads, thread, etc. |
| Reverse |
Make dies as well as bolts, make bolts that cut threads for themselves
in material, etc. |
Using SCAMPER here has helped you define possible new products. Many
of the ideas may be impractical or may not suit the equipment used by
the manufacturer. However, some of these ideas could be good starting
points for new products.
Key Points:
SCAMPER is an acronym for Substitute, Combine, Adapt, Modify,
Put to another use, Eliminate, Reverse. This is a list of changes
that you could make to existing products and services to open up new
opportunities.
Source: http://www.mindtools.com/pages/article/newCT_00.htm
