Using TRIZ to Overcome Contradictions. TRIZ: Creativity when you want it! TRIZ = Theory of Inventive Problem Solving. TwinSPIN October 6, 2005

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1 Using TRIZ to Overcome Contradictions TwinSPIN October 6, 2005 Ellen Domb The PQR Group 190 N. Mountain Ave., Upland CA USA ) FAX +1(909) TRIZ: Creativity when you want it! Data-based creativity and innovation Systematic Predictable Works for left brain technical people and right brain intuitive creative people 2 TRIZ = Theory of Inventive Problem Solving TRIZ is a Russian acronym Originated in work of G. Altshuller and others in the USSR Global expansion of use and research since the mid- 80 s Incorporated into project management, Six Sigma and other quality disciplines -- late 90 s. TRIZ is pronounced like trees for history and research 3

2 Two Culturally-Shocking, Underlying TRIZ Concepts 1. Somebody, someplace has already solved your problem, or one very similar. Creativity is finding that solution and modifying it to fit your circumstances 2. Don t accept compromises. Remove the source of the problem. 4 Contradictions Analyze the problem Select Tool Improvement How? Principles Solutions Effects TRIZ Flowchart Somebody, Someplace has solved this problem The solutions cause new problems Evaluate Concepts Implement! Key: Action Decision No Compromises! 5 Kano Diagram: Customer Perception of Quality Creates Problems and Opportunities CUSTOMER SATISFACTION PERFORMANCE EXCITEMENT PERFORMANCE BASIC TIME 6

3 Ideal Final Result: Why can t you get it? TRIZ identifies a (nearly) universal trend for systems to evolve towards increasing IDEALITY Ideality = Σ Benefits / (Σ Costs + Σ Harm) Systems ultimately evolve to their IDEAL FINAL RESULT From a customer perspective, this may be seen as evolution to a FREE, PERFECT & NOW scenario Rodin, R., Free, Perfect and Now, Simon & Schuster; Examples of Ideal Final Result Lawnmower improvement Data entry improvement Your examples?? 8 People Post-purchase People Retail Outlet Post-purchase Transport Transport Warehouse/ Inventory Warehouse/ Inventory Manufacture Manufacture Raw materials Bricks & Mortar Business Raw materials E-business 9

4 Typical Product Life-Cycle S-Curve Value Retirement Maturity Infancy/Growth Birth Conception Time 10 S-Curves Systems hit fundamental limits Virtual systems can (possibly) evolve to zero cost Bricks and mortar fundamentally cannot 11 Customer Expectation Trends Measure of Value or Ideality Customer Expectation Time 12

5 Inherent System Capability vs Customer Expectation Measure of Value or Ideality Inherent System Capability Customer Expectation Emergence of Contradiction Time 13 Customer Expectation Trends Customer Expectation Measure of Value or Ideality E-product Hard Product Time 14 Customer Expectation Trends Customer Expectation Measure of Value or Ideality Time The contradictions appear more quickly in e-commerce 15

6 Overcoming The Contradiction TRIZ tools:- * Contradictions/Principles * Trends of Evolution * Knowledge (i.e. use someone else s solution) 16 Mass Customization Business Contradiction Mass Customization Principle Customization of services around standardized products and services Example IBM System/360 Marriott hotel chains Flexible travel packages Equivalent TRIZ Inventive Principles Segmentation Local Quality Composite Structures Customizable products and services Point of delivery customization High responsiveness throughout the value chain Modularization of components Gillette Sensor razor Reebok Pump shoes Adjustable office furniture Dealer-fit car accessories Lenscrafters/Eyelab/etc 1 hour photo-processing Benetton Peerless Saw Company Levi Strauss Nissan 3 Day Car Lutron Electronics Black & Decker Getaway Vacations Universality Dynamics Feedback Parameter Changes Preliminary Action Separation Segmentation Dynamics Skipping Boosted Interactions Merging Another Dimension Preliminary Action Copying TRIZ Journal: 40 Principles for Inventive Problem Solving, July 97 (technical), Sept. 99 (business), June 01 (social), Sept. & Nov. 01 and Aug. 04 (software) for new research 17 TYPICAL SYSTEM CONTRADICTION SCENARIO Parameter B Traditional Problem Solving Strategy Parameter A 18

7 Business Contradictions - Communication The quality of the information supplied: - integrity -form - relevance How many people it gets to 19 Example Share Dealing/Stock Trading 20 Example Share Dealing Full-service broker 21

8 Example Share Dealing Full-service broker Telephone brokers (1975) 22 Example Stock Trading Full-service broker Telephone brokers (1975) Touch-tone Dial-in (1989) 23 Business Contradictions Communication Inventive Principles*: 6 - Universality 35 Parameter Changes = Intranet/Internet TRIZ * Blown To Bits Evans & Wurster, Harvard Business Press,

9 Internet Stock Brokers Full-service broker Internet (1998) Telephone brokers (1975) Touch-tone Dial-in (1989) 25 Business Contradictions Communication But.. Solve one problem and another one emerges (If the system exists it has contradictions) Ease of (electronic) communication (solving of one contradiction) now means emergence of another contradiction? 26 Business Contradictions Communication lots AMOUNT OF INFORMATION AVAILABLE little lots AMOUNT OF TIME REQUIRED TO PROCESS IT little 27

10 Problem Solving Philosophies Traditional vs. TRIZ Traditional: Move along one curve, make trade-offs TRIZ: Move to a different Parameter curve, or a different space B TRIZ Parameter A 28 Use TRIZ! Solving the contradiction between the customers free, perfect and now IFR and the e-business IFR of staying in (profitable) business may well turn out to be the key that will determine who thrives and who dies in the e-business world. TRIZ tools for breaking contradictions and TRIZ patterns of innovation give added insight for solving problems in e-business. 29 Next Steps Apply TRIZ to any innovative situation. Read and contribute to The TRIZ Journal and the software application research Integrate TRIZ with all your Quality Improvement, Project Management, and CMM tools 30