Bisociation

Presentation Transcript

1. Innovation in Action

   Bisociation

   Jonathan Weaver & Darrell Kleinke University of Detroit Mercy ME Department & IIA weaverjm@udmercy.edu kleinked@udmercy.edu
2. Reference The bisociation exercise was derived mainly from: The Big Book of Creativity: Quick, Fun Activities for Jumpstarting Innovation by Robert Epstein
3. Survey: Question 1 Open up the survey and get ready for Question 1
4. Can You Help Save Our Hat Company? Source: http://wilsonbuildingsolutions.com/2010/10/29/tweet-tweet/lots-of-hats/
5. Survey: Question 1 Three minutes to list your ideas to save our hat company
6. Survey: Questions 2 & 3 Now complete Questions 2 and 3 How many ideas are on your list? What’s your ‘best’ idea?
7. What is Bisociation? Bisociation is a term coined by author Arthur Koestler in his book The Act of Creation Bisociation involves connecting of two seemingly unrelated things (forced association) A similar concept is purveyed in Tom Kelley’s Ten Faces of Innovation in the Cross-Pollinator discussion Can be an effective entrepreneurial approach in product creation
8. Bisociation Examples Retail sale of computers + mail order
9. Bisociation Examples Retail sale of computers + mail order Dell Computers (Michael Dell) Auction + web
10. Bisociation Examples Retail sale of computers + mail order Dell Computers (Michael Dell) Auction + web Ebay (Pierre Omidyar) Bookstore + web
11. Bisociation Examples Retail sale of computers + mail order Dell Computers (Michael Dell) Auction + web Ebay (Pierre Omidyar) Bookstore + web Amazon.com (Jeff Bezos) Horse carriage + steam engine
12. Bisociation Examples Retail sale of computers + mail order Dell Computers (Michael Dell) Auction + web Ebay (Pierre Omidyar) Bookstore + web Amazon.com (Jeff Bezos) Horse carriage + steam engine Car/train (debatable as to who was first) Circus + theatre
13. Bisociation Examples Retail sale of computers + mail order Dell Computers (Michael Dell) Auction + web Ebay (Pierre Omidyar) Bookstore + web Amazon.com (Jeff Bezos) Horse carriage + steam engine Car/train (debatable as to who was first) Circus + theatre Cirque du Soleil (a group of street performers in 1984)
14. More Bisociation Examples Wine press + coin punch
15. More Bisociation Examples Wine press + coin punch Printing press (Gutenberg) Rubber + waffle iron
16. More Bisociation Examples Wine press + coin punch Printing press (Gutenberg) Rubber + waffle iron Sole for Nike shoe (Bill Bowerman) Music + wine
17. More Bisociation Examples Wine press + coin punch Printing press (Gutenberg) Rubber + waffle iron Sole for Nike shoe (Bill Bowerman) Music + wine Wines That Rock (Ron Roy) Stuffed animal + web game
18. More Bisociation Examples Wine press + coin punch Printing press (Gutenberg) Rubber + waffle iron Sole for Nike shoe (Bill Bowerman) Music + wine Wines That Rock (Ron Roy) Stuffed animal + web game Webkinz (Ganz) Crayons + tires
19. More Bisociation Examples Wine press + coin punch Printing press (Gutenberg) Rubber + waffle iron Sole for Nike shoe (Bill Bowerman) Music + wine Wines That Rock (Ron Roy) Stuffed animal + web game Webkinz (Ganz) Crayons + tires First black tires (Goodrich Company) Spokes box + aircraft wing
20. More Bisociation Examples Wine press + coin punch Printing press (Gutenberg) Rubber + waffle iron Sole for Nike shoe (Bill Bowerman) Music + wine Wines That Rock (Ron Roy) Stuffed animal + web game Webkinz (Ganz) Crayons + tires First black tires (Goodrich Company) Spokes box + aircraft wing Warpable airplane wing (Wright Brothers)
21. More Bisociation Examples Steel bird cage + heavy book
22. More Bisociation Examples Steel bird cage + heavy book Source: en.wikipedia.org/wiki/Home_Insurance_Building
23. More Bisociation Examples Steel bird cage + heavy book Steel framed skyscraper (William LeBaron Jenney) Source: en.wikipedia.org/wiki/Home_Insurance_Building
24. Modern Steel Framed Skyscrapers
25. More Bisociation Examples Skyscraper + cigarettes
26. More Bisociation Examples Skyscraper + cigarettes Source: www.onlysmoke.com/index.php
27. More Bisociation Examples Skyscraper + cigarettes Source: www.onlysmoke.com/index.php
28. More Bisociation Examples Skyscraper + cigarettes Sears (Now Willis) Tower (Skidmore, Owings or Merrill) Source: www.onlysmoke.com/index.php
29. More Bisociation Examples Ship + railway
30. More Bisociation Examples Ship + railway Source: http://globedia.com/el-canal-de-tehuantepec
31. More Bisociation Examples Ship + railway Ship Railway (James Eads) and Ronquiéres in Belgium Source: www.dreamstime.com/boat-lift-ronquieres-belgium-image1627838 Source: http://globedia.com/el-canal-de-tehuantepec
32. Still More Bisociation Examples Pizza cutter + scissors
33. Still More Bisociation Examples Pizza cutter + scissors Source: http://www.neatorama.com/2008/09/04/pizza-scissors/
34. Bisociation Example Source: http://inventors.about.com/library/weekly/aa980218.htm
35. Bisociation Example Source: http://inventors.about.com/library/weekly/aa980218.htm
36. Bisociation Example: Balcony + Pool Source: http://dailypicksandflicks.com/2012/02/20/daily-picdump-399/swimming-pools-on-hotel-room-balcony/
37. Bisociation Example: Ship + Kite Source: http://www.treehugger.com/files/2008/01/transatlantic_kite_ship.php
38. Bisociation Example: Sundial + Bridge Source: http://bgsctechclub.files.wordpress.com/2010/02/sundialbridge.jpg on 20100513
39. Even More Bisociation Examples Folding chair + shopping Shopping cart (Sylvan Goldman) Source: http://bytesdaily.blogspot.com/2010/11/origin-wheeled-shopping-trolley.html
40. Even More Bisociation Examples Carwash + shopping Cartwash (Chevy Chase Supermarket, MD) Poison + anti-aging Botox (Jean Carruthers) Source: www.purecartsystems.com
41. Let’s Try Bisociation: Think About Insects Source: http://avaxhome.ws/graphics/clipart_photodisk/insects_psd.html
42. Now Think of New Ideas for Hats by Thinking About Insects(Complete Survey Question 4 in 3 mins) + = ? Source: http://wilsonbuildingsolutions.com/2010/10/29/tweet-tweet/lots-of-hats/ Source: http://avaxhome.ws/graphics/clipart_photodisk/insects_psd.html
43. Survey: Question 5 How many ideas were on the list you just created?
44. Survey: Question 6 How many ideas on the list just created are new – in other words – were not on your original list of ideas?
45. Survey: Question 7 What is your best idea from either list?
46. Survey: Question 8 When did you get your best idea? It was on the initial list It came during bisociation
47. Abstract of Patent US2006198245 A personal electronic insect repelling device is provided by the invention. An electronic circuit supported to the underside of a brim of a hat produces a sonic signal directed towards the body of a person wearing the hat. … Source: http://www.google.com/patents?id=nT-YAAAAEBAJ&printsec=abstract#v=onepage&q&f=false
48. Bisociation Exercise: Discussion Did you feel your thinking change when you paired a product (like hats) with an unlikely topic (like insects)? Do you routinely think about odd topics when working on a problem? Could this be a valuable technique? Do you see value in increasing your knowledge in areas well outside of your current expertise to improve your creativity? Envisioning subtle connections between things that are invisible to others is at the heart of innovation. To become more effective at this, be a better, more detailed observer of everything around you.
49. More Information on Bisociation Thinkertoys has a Chapter entitled Brutethink with more information about using random stimulation Thinkertoys also provides a list of potentially useful words (mixture of nouns and verbs)
50. Other Creative Connections Seeds of Innovation by Elaine Dundon suggests the following stimuli for twisting ideas: “Add a step, eliminate a step, rearrange the steps, outsource a step, add an ingredient, change an ingredient, combine ingredients, make it bigger, make it smaller, make it more expensive, make it less expensive, change the state, change the shape, put some fun in it, divide it, find other uses, find other customers, improve the quality, decrease the quality, make it easier, make it more complicated, align with another product, align with another service, license, find new distribution, substitute materials, combine other processes, make it educational, speed up, slow down, add sound, add motion, add texture, change packaging, automate parts, de-automate parts, standardize, accessorize, make it more extreme, make it less extreme, separate, make it self service, bundle with others,. Make it more reliable, change color”