Defining the box!

‘Thinking out of the box’ is a phrase you might have heard or used many a time. However, no one elaborates on what exactly he/she means when they use the phrase. Everyone wants to be creative and a problem solver, however the essential question that is left unanswered is whether one needs to be a born genius to be creative or is it something that can be learned. Well, some of it is in your DNA but most of it can be honed over the years through exposure and experimenting. But how does one start? Not by imagining the box of course.

The Russians had developed a technique called TRIZ (a Russian acronym meaning Theory of Inventive Problem Solving), which looked at patterns in the way innovations take place. 400,000 patents were studied to look for these basic principles and patterns. Organizations across the world like Motorola, Proctor and Gamble, Xerox, Kodak, Hughes, Samsung, AT&T etc. use TRIZ as a method of solving problems and driving innovations.

TRIZ uses complex models and patterns that require use of specialized software. The American Society for Engineering Education came out with a simpler 8-dimension concept that can be used easily to solve everyday workplace problems. The recommended process is as follows:

First identify and define the problem by using ‘5W’s and H’.

W1. Who has the problem?
W2. What does the problem seem to be? What are the resources?
W3. When does the problem occur? Under what circumstances?
W4. Where does the problem occur?
W5. Why does the problem occur? What is root cause?
H1. How does the problem occur?


Now analyze the problem on the following 8 dimensions. The options / answers generated could more often than not give you the solution.

UNIQUENESS
§ Determine what does not change (e.g. the law of gravity)
§ Look for the distinguishing factors (USPs)
§ Magnify the differences (e.g Diet Coke – 1 calorie).

DIMENSIONALITY
§ Simplify – how would it appear to a non-involved person (a layman)
§ Time / Space / Interface / Cost etc. manipulation

DIRECTIONALITY
§ Work forward / backward (e.g. parking your car)
§ Work multiple ways (electronic goods working on both battery and electricity)
§ Find a better path to reach the same goal ( e.g. re-routing of phone calls through exchange)

CONSOLIDATION
§ Combine (e.g camera + cell phone + music player)
§ Find multiple uses of the same thing (Mobile SIM card also used for making payments)

SEGMENTATION
§ Divide / separate (Marketing uses this concept beautifully to segment markets and customers)

MODIFICATION
§ Rearrange (the fashion industry is known to apply this to bring old trends back into vogue e.g. Jeans are back in fashion today)
§ Extract unnecessary elements (e.g. sugar free, cholesterol free)
§ Substitute (e.g. plastic with Teflon, steel with aluminium in cars)
§ Add – overall / in between (e.g Gillette - Sensor excel & Mach 3, 2 & 3 blades respectively)
§ Alternate use / application (e.g washing machines used to make ‘lassi’ in punjab)
§ Automate (e.g. push button start bikes v/s kick start ones)
§ Purify / filter (e.g. Speed, Xtramile brands of petrol).
§ Self modification – in situ (e.g. curd from milk, fermentation technology to make spirits)

SIMILARITY
§ Look for patterns (e.g video games)
§ Combine applications (e.g. pen that can also function as a stylus)
§ Old principle – new application (Old wine new bottle principle – music remix, remake of old movies)

EXPERIMENTATION
§ Simulate
§ Estimate / hypothesize and check.
§ Wild guess!


And before we close, a supposedly true story. Americans and Russians were both in the quest for putting a man in space. The Americans were busy developing an ink pen that could work in space without leaking. A NASA scientist was once describing the difficulties they were facing to a Russian scientist and inquired how they were trying to overcome them. “We use a pencil”, the Russian replied.

Happy thinking!