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FluidSOLIDFrom fluid ideas to solid solutions:A structured environment for creative problem solvingTHROUGH cross-pollination Domus Academy Master in Business Design 2011-2012 Student: Clizia Welker Mentor: Paolo Zanenga

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FluidSOLIDFrom fluid ideas to solid solutions:A structured environment for creative problem solvingTHROUGH cross-pollination • INTRODUCTION • PROBLEM SETTING • INSPIRATION • OPPORTUNITY • PROPOSAL • VALUES • MODEL • BUSINESS MODEL • USER’S JOURNEY • POSITIONING MAP

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INTRODUCTIONWHAT IS I N N O V A T I O N ?DESIGNING IMPROVEMENTSNEW CAPACITY TO CREATE WELFAREFRESH THINKING THAT CREATES VALUEMAJOR DRIVER OF THE ECONOMYNEW DIMENSION OF PERFORMANCEcreating v a l u e by introducing something N E W http://freshconsulting.com/what-is-innovation/

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INTRODUCTIONHOW TO PURSUE I N N O V A T I O N ?ants and telecommunicationsTHROUGH A shift of meaning across fields Frans Johansson - The Medici effect

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PROBLEM SETTINGINNOVATION CONSTRAINTS “WE DON’T SEE THINGS AS THEY ARE, WE SEE THEM AS WE ARE” Anaïs Nin

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PROBLEM SETTINGINNOVATION CONSTRAINTS

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PROBLEM SETTINGINNOVATION CONSTRAINTS ROUTING SYSTEMS

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ROUTING SYSTEMSANTS COMMUNICATION

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ROUTING SYSTEMSCACTUS GROWING PATTERNS

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ROUTING SYSTEMSDABBAWALLA’S SYSTEM c lucafabbozzo

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PROBLEM SETTINGINNOVATION CONSTRAINTS KNOWLEDGE LIMITATION TIME & ENERGY CONSTRAINTS PSYCHOLOGICAL INERTIA

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INSPIRATIONINNOVATION DRIVERS KNOWLEDGE LIMITATION TIME & ENERGY CONSTRAINTS PSYCHOLOGICAL INERTIA

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INSPIRATION INNOVATION DRIVERS lateral thinking E. De Bonoabductive reasoning KNOWLEDGE LIMITATIONC.S. Peirce TIME & ENERGY CONSTRAINTS integrative thinking R. Martin bisociation PSYCHOLOGICAL INERTIA A. Koestler design thinking T. Brown

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INSPIRATIONTRIZ (theory of creative problem solving) “SOMEBODY SOMEPLACE HAS ALREADY SOLVED YOUR PROBLEM. CREATIVITY IS FINDING THAT SOLUTION AND ADAPTING IT TO YOUR PARTICULAR PROBLEM.” • RECURRENT PATTERNS CAN BE FOUND IN DIFFERENT SOLUTIONS • CREATIVE PROCESSES CAN BE ENHANCED SYSTEMATICALLY

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INSPIRATIONTRIZ (theory of creative problem solving)WHAT DO THEY HAVE IN COMMON? HOW TO DE-SEED HOW TO SPLIT HOW TO DE-SHELL HOW TO CLEAN PEPPERS IMPURE DIAMONDS NUTS FILTERSTHE SAME GOAL:SPLITTING THE OBJECT INTO ITS SUBPARTS

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INSPIRATIONTRIZ (theory of creative problem solving)SOLUTION:INTRODUCING A CHANGE IN PRESSURE Terninko, J, Zusman, A & Zlotin, B 1996, Innovazione sistematica. Un’introduzione a TRIZ. Responsible Management, Inc. (p. 16).

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INSPIRATIONTRIZ (theory of creative problem solving) ABSTRACT INVENTIVE ABSTRACT PROBLEM PRINCIPLES * SOLUTION DECONTEXTUALIZATION CONTEXTUALIZATION SPECIFIC SPECIFIC PROBLEM SOLUTION one of the methodologies developed by TRIZ

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INSPIRATIONINVENTIVE PRINCIPLES APPLIED TO BUSINESS * SUBJECT: SILICON VALLEY RESOURCES: NON-US START-UPS OBSTACLE: US-LEGISLATIONABSTRACT PROBLEM:ACCESS TO RESOURCES IN SPITE OF AN OBSTACLEINVENTIVE PRINCIPLE N. 13: ‘THE OTHER WAY ROUND’INVERT THE ACTION(S) USED TO SOLVE THE PROBLEM personal interpretation

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INSPIRATIONINVENTIVE PRINCIPLES APPLIED TO BUSINESS * BLUESEED OFFSHORE BOAT NURTURES NON-US STARTUPS IN SILICON VALLEY IN NON-TERRITORIAL WATERS http://www.blueseed.co http://www.blueseed.co/INVENTIVE PRINCIPLE N. 13: ‘THE OTHER WAY ROUND’INVERT THE ACTION(S) USED TO SOLVE THE PROBLEM personal interpretation

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INSPIRATIONINVENTIVE PRINCIPLES APPLIED TO BUSINESS * http://www.blueseed.co http://www.blueseed.co/INVENTIVE PRINCIPLE N. 13: ‘THE OTHER WAY ROUND’INVERT THE ACTION(S) USED TO SOLVE THE PROBLEM personal interpretation

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INSPIRATIONINVENTIVE PRINCIPLES APPLIED TO BUSINESS * SUBJECT: TESCO RESOURCES: CUSTOMERS OBSTACLE: LACK OF TIMEABSTRACT PROBLEM:ACCESS TO RESOURCES IN SPITE OF AN OBSTACLEINVENTIVE PRINCIPLE N. 13: ‘THE OTHER WAY ROUND’INVERT THE ACTION(S) USED TO SOLVE THE PROBLEM personal interpretation

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INSPIRATIONINVENTIVE PRINCIPLES APPLIED TO BUSINESS * TESCO VIRTUAL SUBWAY STORES FIRST VIRTUAL STORES FOR SHOPPING VIA SMARTPHONE IN SEOUL’S SUBWAYS http://www.springwise.com/retail/homeplusINVENTIVE PRINCIPLE N. 13: ‘THE OTHER WAY ROUND’INVERT THE ACTION(S) USED TO SOLVE THE PROBLEM personal interpretation

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INSPIRATIONINVENTIVE PRINCIPLES APPLIED TO BUSINESS * http://www.springwise.com/retail/homeplusINVENTIVE PRINCIPLE N. 13: ‘THE OTHER WAY ROUND’INVERT THE ACTION(S) USED TO SOLVE THE PROBLEM personal interpretation

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OPPORTUNITYsystematic inspiration for entrepreneursUNCOVERING COMMON PATTERNSAMONG CASES OF CREATIVE PROBLEM SOLVINGAND USING THEM TO PROVIDE ENTREPRENEURSWITH A SOURCE OF INSPIRATIONIN ORDER TO TRIGGER INNOVATION

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PROPOSAL FluidSOLID FROM FLUID IDEAS TO SOLID SOLUTIONS THE FIRST ONLINE ENVIRONMENT FOR INNOVATION IN ENTERPRISE THROUGH CREATIVE PROBLEM SOLVING AND CROSS-POLLINATION

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VALUES FluidSOLID FROM FLUID IDEAS TO SOLID SOLUTIONS CROSS-POLLINATING SYSTEMATIC OPEN ACCESSIBLE FACILITATES ACCESS IDENTIFIES COMMON PROVIDES ONLINE HAS AN INTUITIVE TO KNOWLEDGE PATTERNS AMONG ACCESS TO NAVIGATION AND ACROSS DISCIPLINES DIFFERENT CASES & GROWING DATABASE USABILITY PROVIDES SYSTEMATIC OF KNOWLEDGE ACCESS TO THEM

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MODEL FluidSOLID FROM FLUID IDEAS TO SOLID SOLUTIONS COLLECTION BUSINESS WATCHERS FEED THE SYSTEM WITH CASES OF CREATIVE PROBLEM SOLVING IN ENTERPRISE

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MODEL FluidSOLID FROM FLUID IDEAS TO SOLID SOLUTIONS ORGANIZATION COLLECTION FLUIDSOLID’S TECHNOLOGY ANALYZES THE CASES, DRAWS CONNECTIONS & ORGANIZES THE KNOWLEDGE

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MODEL FluidSOLID FROM FLUID IDEAS TO SOLID SOLUTIONS ORGANIZATION COLLECTION GENERATION ENTREPRENEURS SUBMIT THEIR PROBLEMS AND THE SYSTEM GENERATES POSSIBLE SOLUTIONS

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MODEL FluidSOLID FROM FLUID IDEAS TO SOLID SOLUTIONS ABSTRACT ABSTRACT PROBLEM SOLUTION SP SS SP SS SP SS 1 SPECIFIC SPECIFIC PROBLEM SOLUTIONCOMPUTATIONAL SYSTEM MANAGES DATA AT DIFFERENT LEVELSABSTRACT LEVEL: ALLOWS TO BUILD CONNECTIONS AMONG CASESSPECIFIC LEVEL: PROVIDES SPECIFIC, CONTEXTUALIZED INFO

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BUSINESS MODEL FluidSOLID FROM FLUID IDEAS TO SOLID SOLUTIONS ABSTRACT ABSTRACT PROBLEM SOLUTION INSPIRATION SP SS PROBLEM SP SOLVING SS SP SS SOLUTION IMPLEMENTATION 1 SPECIFIC SPECIFIC PROBLEM SOLUTIONDIFFERENTIATED SERVICE BUNDLE:1. INSPIRATION: ENTREPRENEURS BROWSE THROUGH THE IDEAS DATABASE (FREE)2. PROBLEM SOLVING: SYSTEM GENERATES SOLUTIONS TO THEIR PROBLEMS (SUBSCRIPTION FEE)3. SOLUTION IMPLEMENTATION: OUR TEAM IMPLEMENTS THE PROJECT (CONSULTANCY)

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user’s journey FluidSOLID FROM FLUID IDEAS TO SOLID SOLUTIONSYI LING, 36, ENTREPRENEUR HER PROBLEM:RUNS A COFFEE SHOP CUSTOMERS ARE DECREASINGIN SINGAPORE AS A CONSEQUENCE OF THE POPULARITY OF BIG COFFEE SHOP CHAINS

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FluidSOLID YOUR CREATIVE PROBLEM SOLVING ENVIRONMENT ABOUT MODEL MEDIA INVESTORS CONTACTLorem ipsum Lorem ipsum dolor sit amet, consectetuer From fluid ideasadipiscing elit. Nam cursus. Morbi ut mi. Nullam enim leo,egestas id, condimentum at, laoreet mattis, massa. Sed to solid solutionseleifend nonummy diam. nibh. Nullam enim leo, egestas id,condimentum at, laoreet mattis, massa. INSPIRATION PROBLEM SOLVING SUBMISSION AREA FOR ENTREPRENEURS FOR ENTREPRENEURS FOR BUSINESS WATCHERS

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ideas database problems database‘BLUESEED’ OFFSHORE BOAT NURTURES NON-US DIGITALSTARTUPS IN SILICON VALLEY IN NON-TERRITORIAL WATERS Accessing resources12 MILES OFF THE CALIFORNIAN COAST read more next case Increasing competitive power Changing the effect of external causes Lorem ipsum Lorem ipsum see more INSPIRATION FOR ENTREPRENEURS

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ideas database problems databaseTESCO LAUNCHES VIRTUAL STORES FOR GROCERY SHOPPINGVIA SMARTPHONE IN SEOUL’S SUBWAYS Accessing resources read more next case Increasing competitive power Changing the effect of external causes Lorem ipsum Lorem ipsum see more INSPIRATION FOR ENTREPRENEURS

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FluidSOLID YOUR CREATIVE PROBLEM SOLVING ENVIRONMENT ABOUT MODEL MEDIA INVESTORS CONTACTLorem ipsum Lorem ipsum dolor sit amet, consectetuer From fluid ideasadipiscing elit. Nam cursus. Morbi ut mi. Nullam enim leo,egestas id, condimentum at, laoreet mattis, massa. Sed to solid solutionseleifend nonummy diam. nibh. Nullam enim leo, egestas id,condimentum at, laoreet mattis, massa. INSPIRATION PROBLEM SOLVING SUBMISSION AREA FOR ENTREPRENEURS FOR ENTREPRENEURS FOR BUSINESS WATCHERS

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describe the problem DOES or IS WHO WHAT HOW Describe the problem by entering data WHEN in the diagram. Tell us WHO DOES WHAT, WHY WHEN, WHERE, WHERE WHY, and HOW.PROBLEM SOLVINGFOR ENTREPRENEURS STEP 1

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SMALL analyze the problem IS COFFEE SHOP M AK IN ES IS COFFEECENTRE IS S IN A KE UNLOYAL DRIN M E AR K COFFE SHOP IS CHAIN What are the problematic areas? CUSTOMERS ATTR ACT Mark them in red. S BIG PROBLEM SOLVING FOR ENTREPRENEURS STEP 2

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SMALL analyze the problem IS COFFEE SHOP M AK IN ES IS COFFEECENTRE IS S IN A KE UNLOYAL DRIN M E AR K COFFE SHOP CHAIN IS This is an overview of ATTR CUSTOMERS ACT S the problematic areas. BIG PROBLEM SOLVING FOR ENTREPRENEURS STEP 3

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SMALL DEFINE the problem IS INCREASING THE COMPETITIVE POWER COFFEE SHOP M AK IN ES IS COFFEECENTRE IS S IN A KE UNLOYAL DRIN M E AR K COFFE SHOP IS CHAIN ATTR CUSTOMERS ACT S BIG PROBLEM SOLVING FOR ENTREPRENEURS STEP 4

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SMALL DEFINE the problem IS INCREASING THE COMPETITIVE POWER COFFEE SHOP M AK IN ES IS COFFEE ATTRACTING RESOURCESCENTRE IS S IN A KE UNLOYAL DRIN M E AR K COFFE SHOP IS CHAIN ATTR CUSTOMERS ACT S BIG PROBLEM SOLVING FOR ENTREPRENEURS STEP 4

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SMALL DEFINE the problem IS INCREASING THE COMPETITIVE POWER COFFEE SHOP M AK IN ES IS COFFEE ATTRACTING RESOURCESCENTRE IS S IN A KE UNLOYAL DRIN M E AR K COFFE SHOP IS CHAIN CHANGING EFFECT OF EXTERNAL CAUSE ATTR CUSTOMERS ACT S BIG PROBLEM SOLVING FOR ENTREPRENEURS STEP 4

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GROUPON DEFINE the solutionCOLLECTIVE PURCHASES ALLOW CUSTOMERSTO REACH OUT TO DAILY DEALS PROBLEM 1: INCREASING THE COMPETITIVE POWER read more next case SOLUTION: MERGING WITH OTHER PLAYERS PROBLEM SOLVING FOR ENTREPRENEURS STEP 5

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CLIENTS FOR CLIENTS DEFINE the solutionNORWEGIAN INSURANCE COMPANY RECRUITSEXISTING POLICYHOLDERS TO ADVISE PROSPECTS PROBLEM 2: ATTRACTING RESOURCES read more next case SOLUTION: ATTRACTING THROUGH INTERMEDIARY PROBLEM SOLVING FOR ENTREPRENEURS STEP 5

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BREAKFAST WITH BIRDS DEFINE the solutionRESTAURANT DOESN’T KNOW HOW TO KEEP BIRDS OFF TABLESAND LAUNCHES THE ‘BREAKFAST WITH BIRDS’ CONCEPT PROBLEM 3: CHANGING EFFECT OF EXTERNAL CAUSE read more next case SOLUTION: BLESSING IN DISGUISE PROBLEM SOLVING FOR ENTREPRENEURS STEP 5

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FluidSOLID YOUR CREATIVE PROBLEM SOLVING ENVIRONMENT make it happen! THIS IS HOW WE CAN HELP: • market & context research • project implementation plan • building the project team • project implementation contact usPROBLEM SOLVINGFOR ENTREPRENEURS STEP 6

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user’s journey FluidSOLID FROM FLUID IDEAS TO SOLID SOLUTIONS ‘BE DISLOYAL’ CAMPAIGN ENCOURAGES CUSTOMERS TO VISIT EIGHT DIFFERENT SMALL COFFE SHOPS *1) MERGING WITH OTHER ALIGNED PLAYERS TO INCREASE COMPETITIVENESS2) DISCOUNT PROGRAM TO ATTRACT CUSTOMERS3) TURNING CUSTOMERS’ UNLOYALTY INTO AN ADVANTAGE Campaign developed Antics and Cortadito.sg (www.springwise.com)

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POSITIONING MAP FluidSOLID FROM FLUID IDEAS TO SOLID SOLUTIONS DATA ORIENTED COLLABORATION METHODOLOGY ORIENTED ORIENTED INSPIRATION ORIENTED GOLDFIRE, CREAX IDEO, CONTINUUM SPRINGWISE, PSFK INNOCENTIVE, INNOVATION FACTORY FluidSOLID

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POSITIONING MAP FluidSOLID FROM FLUID IDEAS TO SOLID SOLUTIONS COMPETITORS TYPOLOGIES SHORTCOMINGS IMPROVEMENTS TYPICALLY LIMITED TO TECHNICAL WIDE APPLICATION FIELD, DATA-ORIENTED FIELDS (NARROW SCOPE) EXTENDED USABILITY WAY OF ORGANIZING AND STRUCTURED APPROACH TO KNOWLEDGE INSPIRATION-ORIENTED MANAGING DATA INHIBITS TO FACILITATE CONNECTIONS INTERDISCIPLINARY CONNECTIONS PROVIDES TOOLS TO MANAGE DIRECT ACCESS TO KNOWLEDGE METHODOLOGY-ORIENTED THE INFORMATION, FROM A VARIETY OF FIELDS NOT TO ACCESS IT REQUIRES HUMAN RESOURCES CAPITALIZATION ON EXISTING COLLABORATION-ORIENTED TO BUILD KNOWLEDGE EX NOVO KNOWLEDGE AND OPTIMIZATION FOR EACH PROJECT OF RESOURCES GOLDFIRE, CREAX IDEO, CONTINUUM SPRINGWISE, PSFK INNOCENTIVE, INNOVATION FACTORY FluidSOLID

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THANK YOU.