Why “Creativity templates” are important in designing a product?
The relevance of “Creativity” template
Every new product design should start with the “idea” and the “idea” should be the driving force while designing the product. Here comes the relevance of “creativity templates”(p-1). The creativity template discovers and traces the regularities associated with creative ideas or products.
For example, the “Compaq computer whose battery is charged by typing on the keyboard and Edison using the ‘energy used for opening gate” to fill up his swimming pool “ is a subset of examples which harnessed the energy source from immediate environment and serves as a good example of “creativity template”.
Traditionally. We have been using the normal methods of product ideation by just analyzing the market. But it has become relevant that the product based information is critical for any new product ideation . In some cases, analysis of the market will give more information whereas in others the analysis of regularities in product changes will be more effective. There comes the relevance of “Creativity templates” which can be exploited to take advantage of minimum market information by focusing more on the product’s evolution.
In the nutshell, any NEW product idea should focus on the current prototype of the product rather than relying too much on the market research.
The perspectives of “Creative template” approach
The “Creativity template” ideation framework has three major perspectives(p-41).
- The templates underlying product evolution can serve to predict new candidate products.
- The restricted scope principle, which focus on thinking in pre-defined inventive routes to target creative thoughts.
- The function follows form principle, which is manifested in the sequence of first proposing new configurations for a product, and then inferring benefits.
The “Creativity template” approach vs. other approaches for creativity enhancement
The below describes various creativity enhancement methodologies(p-44)
- Methods for “management of ideation session” vs. the method which affect or manage cognitive processes (“Creative templates” is in this category).
- Methods trying to enhance randomness vs. methods that are analytical and focused. (“Creative templates” is in this category).
- Generalized vs. specific methods. Creativity template approach is narrower and hence stronger whereas generalized methods are weaker because it’s broad.
How to implement “Creativity template” for a successful product ideation
- Setting up the attribute dependency which involves connecting two variables that are not previously connected(p-59). For example, converting disposable diapers into day and night diapers. The absorbency and comfort needs of the diaper are different at night than in the day time.
- Replacing the resource or component existing in the system or in its immediate environment (Replacement template) in order to fulfill a necessary role(p-99). For example, the farmers sometimes burn a thorn-field, and the scorched earth serves as a partition stopping the spread of the fire.
- Eliminating a component from the configuration of a system along with its functions (Displacement template) to create a new product that is targeted to a new market(p-124). For example, Motorola’s Mango cellular phone which does not have the flexibility of an outgoing call. This way Motorola could address the concerns of parents on the excessive use of phones by children that enabled children’s segment to be targeted.
- By making a new link between a component in the internal environment of the product and a component in its external environment (component control template)(p-134). The best example is the radiation filtering computer screen where the screen “component” was “controlled” to filter the radiation.
P numbers: All page numbers (P) referenced herein are drawn from the following book: “Creativity in Product Innovation” by Jacob Goldenberg and David Mazursky.