chapter 4 Flashcards
best describes the difference between creativity and
innovation?
Creativity is an individual activity while innovation requires group effort.
most people think___
reproductively
what is reproductive thinking?
solve things the way theyve always been done
creative people think more ___
productivley
main obstacles to idea generation
- group think
- targeting error (keep going back to same target market)
- poor customer knowlegde
- complexity
- lack of empathy
- too many cooks in the kitchen
management role in idea generation
- encourage creativity
- remove roadblocks
what is a good way to remove a roadblock?
itemized response
what is itemized response?
before eliminating/judging ideas, discuss the positive first
What are the three inputs required for the creation process- from
Idea to Concept?
form, technology, need/benefit
what is form?
the physical thing created or steps by which a service will be created
what is technology in the idea sense?
source by which the form is attained
what is the need/benefit of an idea-concept
only has value if benefit to customer
a concept is developed to the extent that it can be _____
tested with potential customers
Why is a product concept considered incomplete if it lacks two out of the three elements:
form, need, or technology?
The absence of any two elements makes it difficult to test or prototype the idea
effectively.
how many idea types does a concept need to have ?
2/3
what is the difference between a product and a concept?
product is a fully formed tangible thing. concepts are fully formed ideas
what is the product concept statement?
verbal or prototype expression that describes at least 2/3 (form, technology, and need) and how the customer will gain or loose
3 ways to shape product concept statement
- customer has a need, firm calls on a tech to product the form to sell to the customer
- firm has the tech that it matches with given market group and finds a need that group has which is met by form
- firm envisions a form, created by tech and given to customers to see if they benefit
What is the ideal order of inputs for the creation process?
Benefit → Technology → Form
How can a product concept statement be presented?
a. Written description
b. 2D sketch
c. 3D model
2 sources of ideas/concepts
- inside sources (Employees)
- outside sources
examples of outside sources
- end users/lead users
- stakeholders
- general public
- other firms
- crowdsourcing
- partnerships and external technology
what are lead users?
customers who currently experience problems or need before most everyone else does and wants to find a solution (trendsetters)
what is crowdsourcing?
obtaining product ideas from large groups of customers
5 types of voice of product
- subtraction template
- multiplication template
- division template
- task unification template
- attribute dependency change
what is subtraction template. ex?
remove a feature you think is important and assess if the product can still work without the feature. ex: take out headphone jack
what is multiplication template. ex?
make a copy of the product but change it slightly. ex: a pen with 2 colors
what is division template? ex?
break a product into 2 pieces. ex: sofa that becomes 2 chairs
what is task unification template? ex?
give a new job to something already in the product. ex: mirror that tells the weather
what is attribute dependency change? ex?
change relationship between product and environment. ex: sunglasses that get darker in brighter sunlight
