Crafitti Consulting - an Innovation Consulting ThinkTank

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c r a f t i n g i n n o v a t i o n t o g e t h e r

www.crafitti.com © Crafitti Consulting Pvt. Ltd.

Crafitti Consulting Private Limited

December 2, 2012 1

Crafting INNOVATION Together

• We co-craft end-customer value with every mind working with us by

– Enabling Emergence of NEW

– Maximizing the LIFE of EACH IDEA

– Empowering IDEAS

– Making Innovation Happen

– Future-proofing by creating Future insights and forecasts

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The Society for Reliability Engineering, Quality and Operations Management (SREQOM) Conferred an

Award to Navneet Bhushan for his outstanding

contributions as an Author, Researcher, Consultant and

Innovator on 28th November 2012 at the 6th

International Conference at Delhi University !

December 2, 2012 2

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www.crafitti.com © Crafitti Consulting Pvt. Ltd. December 2, 2012 3

KEYNOTE SPEECH AT INTERNATIONAL CONFERENCE ON TECHNOLOGY AND INNOVATION MANAGEMENT, 10-12

October 2012

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CRAFITTI IN 2012 - EVENTS

December 2, 2012 4

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Contents

December 2, 2012

CRAFITTI: Your Global Innovation and IP Think Tank

Crafitti offers active collaboration to craft ideas in multiple innovation contexts.

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Crafitti Consulting: Background

6

• INNOVATION RESEARCH AND CONSULTING in business, science and technology contexts

• Started in June 2008 and was incubated at the NSR centre for Entrepreneurial Learning at IIM Bangalore

• Crafitti’s frameworks provide potent platforms to innovate in crafting strategies, breakthrough products, new services, technological alternatives, patent portfolios, process design and embedding successful change in organizations.

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EXPLOSION OF CHANGE

December 2, 2012 7

YOU/YOUR

COMPANY/BUSI

NESS/ YOUR

COUNTRY

SOCIAL CHANGES

TECHNOLOGICAL CHANGES

ECONOMIC CHANGES

ECOLOGICAL CHANGES

GEO-POLITICAL CHANGES

HUMAN VALUES

CHANGES

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IDEAS DIE FIRST , and then, of course, the Enterprises

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CHANGE, EVOLUTION, DESIGN AND CHOICES

ERA OF MACHINES TO ERA OF INFORMATION

COMING ERA OF MIND

• COMPUTATION IS THE NEW BUSINESS/TECHNOLOGY/VALUE

• ALGORITHMS ARE THE NEW COMPETITIVE ADVANTAGE

• SOFTWARE IS THE NEW POWER

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December 2, 2012 © Crafitt

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THE BLUEPRINT FOR NEW ….

December 2, 2012

FORESIGHT

SYSTEMS, INVENTIONS

AND DECISIONS

DELIVERY INNOVATION

TECHNOLOGY

• INVENTIONS AND PATENTS

BUSINESS

• VALUE NETWORK

CUSTOMER

• CUSTOMER VALUE FRAMEWORK

SYSTEM of SYSTEMS for Algorithmic Solutions to Problems/

Multi-Objective, Multi-Criteria, Multi-Expert Network of Decisions

EVOLUTION

• SET-BASED CONCURRENT ENGINEERING

DESIGN

•ANALYTICAL/ LOGICAL/ VALUE/ INVENTIVE/ SYSTEMS THINKING

IMPROVEMENT

• KAIZEN BLITZ

INVENTING INNOVATIVE ENTERPRISE

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Crafitti’s Framework for Innovation

1. EXPLORE SEE OBSERVE UNDERSTAND AND LIVE

– Reach to the SOUL of a System

2. IDEATE INVOKE – ALVIS IN YOU – Analytical Logical

Value Inventive and Systems Thinking

3. EMPOWER IDEAS CRAFT CHANGE – Connect, Relate,

Allow, Follow-Up, Turn-Around

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IDEATE

EMPOWER

EXPLORE

CRAFTING NEW

CHOICES

SEE

OBSERVE

UNDERSTAND

LIVE

REACH TO

THE SOUL OF

THE SYSTEM

ANALYTICAL LOGICAL

VALUE INVENTIVE

SYSTEMS

INTEGRATED

FIVE

DIMENSIONAL

THINKING

CRAFT THE CHANGE

Communicate Relate Allow Follow-

Up Turn -

Around

CRAFTING NEW CHOICES

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An Integrated Approach – ALVIS THINKING

ALVIS

Value Thinking (Minimize Waste – Maximize Value)

Inventive Thinking

(Ideality – Functions – Resources)

Systems Thinking

(Holistic Approach – Exploring Complexity)

December 2, 2012 14

Analytical Thinking (Divide complex problems

into multiple solvable problems )

Logical Thinking

(Informal and Formal Reasoning)

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CRAFITTI’s EVENTS 2012

December 2, 2012 15

• TRIZ Workshops in

Bangalore (July

2012) and Chennai

(August 2012)

• Patent Valuation

Workshop in

Bangalore (August

2012)

• Lean IP Cell

Creation Workshop

in Bangalore

(September 2012)

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Crafitti and TRIZ

• Genrikh Altshuller, a Soviet Union naval patent officer after Second World War, started a systematic study of patents – his aim was to find out what makes a successful invention. He asked a basic question, “Can there be an algorithm for inventing?” His search led him to develop a unique methodology called Theory of Inventive Problem Solving (acronym TRIZ in Russian). In the process he also developed a systematic methodology to analyze and study patents. TRIZ discovered technological evolutionary laws that surprisingly can be used to predict the future of an invention.

• Crafitti Consulting Private Limited (Crafitti) has developed on the TRIZ way of doing problem solving, patent analysis, and breakthrough concepts development by reinforcing TRIZ with other techniques to build a powerful framework for Innovation. We offer a unique service for Empowering an Enterprise with TRIZ.

© Crafitti Consulting Private Limited

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5 Levels of Inventions

March 1, 2009© Crafitti Consulting Private Ltd. 41

• Pioneering Invention – based on newly discovered phenomenon

• Pushing existing technology to a higher level

• RevolutionaryLevel 5 (<0.3%)

• New System Developed

• Interdisciplinary solutions

• Replacing old technology with NewLevel 4 (< 4%)

• Radical change or elimination of one principal system component

• One Engineering Discipline

• Resolution of a physical contradictionLevel 3 (19%)

• Slight Modification of the system

• Knowledge from different areas within the industry

• Resolution of a technical contradictionLevel 2 (45%)

• A simple improvement

• Knowledge within the trade

• No system conflicts are resolvedLevel 1 (32%)

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Crafitti organized the FIRST TRIZ INDIA SUMMIT – 29-

30 July 2010 Bangalore

© Crafitt

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INNOVATION Workshops: In Summary • Workshops conducted across India – Bangalore, Chennai, Mumbai, Delhi,

Hyderabad

• Thousands of delegates connected and filled with enthusiasm to apply and experiment with CRAFITTI’S INNOVATION FRAMEWORKS

• INNOVATION FRAMEWORKS familiarized in multiple diverse organizations (to name a few) –

– Engineering (Weir Minerals, Soliton, Reliance Industries)

– Telecommunication (Subex, Hughes Systique)

– Technology (Philips, LG, Honeywell, Applied Materials)

– Pharma (Ranbaxy)

– Software Services (Accenture, TCS, Infosys, Wipro, iGate, Hexaware, Exemplarr)

– IT Products (Computer Associates)

– Automotive (TVS Motors, ELGI, Robert Bosch)

– Chemicals (Sud-Chemie)

– Entrepreneurs (BigInfoLabs, Arigami, MeshLabs, MetaOme)

– IP and Patent related (SciTech Patent Art, Global IP Services, FoxMondal)

– Government Scientific Organizations (IOCL, HAL, various labs of DRDO at Delhi and Bangalore)


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Crafitti: Offerings

• Two Days NEW CHOICES Workshop/ Half-Day NEW CHOICES Awareness Sessions

• Enabling an Enterprise (30-48 weeks intense engagement) – Using Crafitti’s 3E Framework – Explore, Engage and Empower

• Way of Knowledge Collation and Function Analysis based on Enterprise knowledge base

• Patent Analysis and Patent Portfolio Management

• Strategic – Tactical – Operational Innovation Projects – Idea Crafting

• Exploratory Opportunity Finding for your technology, patent, product or services


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Innovation Services

Idea Crafting

Design of Strategy

Kaizen Blitz

Invention and Patent Services

Network Analysis

Embedding Innovation DNA

Value Crafting

Decision Crafting

20

Novelty/ Prior Art Search

Basic and Advanced Invention and Patent Strength Analysis using TRIZ

Ego-Centric and Social Citation Networks of a Patent

Technologic Alternatives Study of a Patent/ Invention

Opportunity Finding for a Patent/ Invention

Advanced Patent Portfolio Analysis using TRIZ

TRIZ based Technology Maps

Patent/Invention Valuation

IP Strategy

IP Audit

Invention and Patent Services

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© CREAX Information Technologies Ltd.

6708333

Filing date

Assignee

US Class

IPC Class

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5 Levels of Inventions

March 1, 2009© Crafitti Consulting Private Ltd. 41

• Pioneering Invention – based on newly discovered phenomenon

• Pushing existing technology to a higher level

• RevolutionaryLevel 5 (<0.3%)

• New System Developed

• Interdisciplinary solutions

• Replacing old technology with NewLevel 4 (< 4%)

• Radical change or elimination of one principal system component

• One Engineering Discipline

• Resolution of a physical contradictionLevel 3 (19%)

• Slight Modification of the system

• Knowledge from different areas within the industry

• Resolution of a technical contradictionLevel 2 (45%)

• A simple improvement

• Knowledge within the trade

• No system conflicts are resolvedLevel 1 (32%)

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Read the Abstract – Identify the Key Element of

Invention

Identify the sentence where

the key invention is

mentioned?

Can you also identify the

function or effect produced by

the invention?

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Claim 2

Claim 3 Claim 4

Claim 5

Claim 6

Claim 7Claim 8

Claim 9

Crafitti’s -Patent based Research, Development and Consulting

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INNOVATION/INVENTION Projects Completed Successfully

Cases

© Crafitti Consulting Private Ltd.

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Patent Design Around at Indian Oil

Increasing the efficiency of the petroleum cracking process for production of select

range of hydrocarbons

23

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The S-Curve Analysis – FCC - a Mature Field

December 2, 2012

WE HAVE TO START A NEW S-

CURVE

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Cold Radiation Cracking – a recent patent – is this a possible path?

December 2, 2012

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Solution Directions

Catalyst Wall

(Homogeneity, Local Quality, Other way round)

Reactor wall made of zeolite catalyst –

heavy hydrocarbons to be pushed outwards towards the reactor wall

Catalyst Micro-grid

(Line of Increasing fragmentation)

2D, 3D Grid surface to hold catalyst

3D Pipe Grid to carry steam specifically close to heavy

hydrocarbons

Rotating 2d, 3D Grid

Grid can be replaced at periodic intervals

Digestive cracking

(cleans, decomposes, breaks down solid)

Clean (convert carbon to carbon dioxide through digestion);

use bacteria to eat the coke

Catalyst pores with active bacterial agents

Inventive Principles Laws of Evolution Function Effects

26

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www.crafitti.com © Crafitti Consulting Pvt. Ltd. December 2, 2012

1 71

31

92

53

13

74

34

95

56

16

77

37

98

59

19

71

03

10

91

15

12

11

27

13

31

39

14

51

51

15

71

63

16

91

75

18

11

87

19

31

99

20

52

11

21

7

Raw Ideas/Concept

Raw Ideas/Concept

Number of Ideas needed to make a Concept

Our study on 15+ Invention Projects in 5 different organizations creating more than 200 new concepts using Crafitti’s end to end process indicates that raw ideas per concept is stochastic process – it follows Poisson distribution with average 6 and standard deviation 6

About 30% raw ideas are generic

If you need to create a concept maximum 21 number of non-generic raw ideas are needed

Maximum 27 Raw Ideas will ensure a Concept

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IDEATION PROCESS …

• GENERATES 100’s of RAW IDEAS

• THESE RAW IDEAS ARE CLUSTERED INTO CONCEPTS

December 2, 2012 28

Number of Ideas required to create a concept on an average is about 7 with the estimated standard

deviation to be 7. However, this is after eliminating 30% generic ideas. Also if we generate about 27

ideas on an average we have found we can have a new concept. Also when we combine this information

with the 1997 paper – 3000 raw ideas are needed to create a successful product – we need about 100

concepts to create a successful product.

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Analytic Hierarchy Process

Similar to Decision Matrix approach but allows a

wider range of values in comparison of alternatives

Developed by T.L. Saaty (1980)

AHP invites pair-wise qualitative comparisons

The problem is organized as a hierarchy

Bhushan N. and Rai K., Strategic

Decision Making – Applying the Analytic

Hierarchy Process, Springer, 2004

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www.crafitti.com © Crafitti Consulting Pvt. Ltd. December 2, 2012

Reject – if BP is

Low – Else review

wrt others

Work on elimination of

barriers to Feasibility –

File a Provisional or

Keep trade secret

FILE - Protect and

develop and Release

in the market

If BP is high

develop and

release in mkt;

if BP is low –

publish a paper

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REAL RESULTS

• During July 7-8, 2011 a workshop was conducted by Crafitti at IOCL R&D center on “Strengthening Patent Portfolios”

• It was attended by more than 20 Scientists and Engineers of IOCL R&D

• As part of the workshop an exercise was conducted to find technological alternatives to a patent. In the live case study, a specific patent was chosen and Crafitti’s systematic process for inventing was applied.

• 122 raw ideas were generated in 3 hours using Inventive principles, Laws/Lines of system evolution and patent claims. December 2, 2012

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REAL RESULTS – Strategic Bubble Chart

December 2, 2012

The Strategic Bubble Chart gives us a plot of all 7 concepts on Novelty-Feasibility Plane. The size of Bubble indicates the relative business potential. The Strategic Bubble Chart gives us a clear direction and road map for each concept.

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www.crafitti.com © Crafitti Consulting Pvt. Ltd. 33

Analyzing a Technology Brief for P&G

Technology Brief: Color-Changing Compounds for Elastic Materials

Consumer Need: Stretch Laminate – Elastic Material Changes color upon certain percept elongation

Application: Stretch in baby care &

Interactive graphic/design for toddler care

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A Preliminary Patent Search

•PROBLEM TO BE SOLVED: To provide a structural color-changing elastic material which can be applied to various areas including an inexpensive strain sensor of a completely new type that enables ….

•SOLUTION: The structural color-changing elastic material is obtained through a method comprising a step wherein mono-dispersed particles are spatially and periodically …

Ideation

•Number of Ideas during the Green Hat session (about 8 + 10 = 18)

•Number of Ideas with TRIZ Inventive Principles used as Triggers (about 30)

•About 50 ideas generated in just 3 hours

Smell/ Rough Surface Indicators upon Stress 42.26%

Stress Induced Whitening 24.69%

Peel-Off/Stick On Indicators 17.82%

Detect Muscle Movement & Send Signal 6.29%

Degrade Waste Immediately 5.82%

Food/Drug Initiated BM/PU 3.12%

Using AHP for Idea

Evaluation

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Sales & Marketing Strategy for Mobile Handset Testing Product

(6 Weeks with Half day workshop per week and half day offline work per week for one of the Top IT Services Provider)

TRIZ

Based

Product

Strategy

Evolution

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Technological Alternatives Study of a pharmaceutical patent

Inhibitors of cyclin dependent kinases

36

Using

SocialCitNet to

identify top

patents in a

citation network

• Inhibitor shaped exactly complementary to cdk4 active site to facilitate stable locking or stable enzyme-inhibitor complex formation.

Local quality

• Make the structure of a inhibitor non-planar and is therefore not likely to intercalate with DNA, and thus reducing toxicity.

Another dimension

• Increase accessibility of the active site using hydrophilic solvent, which also increases hydrogen bonding.

Intermediary

Sample ideas using

TRIZ inventive

principles

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INNOVATION EMBEDDING

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INNOVATION – Three type of Projects

Project Type Description

Technological Alternatives Study (TAS) on a patent

To analyze a given Patent and explore various ways in which the invention described in the patent can be transformed to next levels in its evolution. The methodology of TRIZ helps domain experts generate technological alternatives to a patent. Potentially the new concepts may lead us to new patentable inventions.

Problem Solving Project

To solve a given technical or business problem identified, refined and explored so as to generate robust concepts and solutions that will provide not only answers to the current issues but also possible future needs related to problem area. Further the solutions/concepts may lead to novel and non-obvious inventions that by definition can be patented. TRIZ help domain experts define, explore and solve hard to solve problems.

New Concept Development Project

To develop new concepts in either an unexplored field or starting from the ideal system definition of a system in alternative future scenarios. TRIZ helps domain experts develop radically new concepts to achieve key functions in multiple contexts, environments and futures.

December 2, 2012 38

© Crafitti

Consulting

Private

Ltd.

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Technological Alternative Study (TAS) – Invent Around a Patent

Objectives and Process To analyze a given Patent and explore various ways in which the invention described in the patent can be transformed to next levels in

its evolution. Crafitti Consulting Private Limited (http://www.crafitti.com) uses the methodology of TRIZ and own propriety techniques to help domain experts generate technological alternatives to a patent. There are four main stages of this study and it is always carried out with the domain experts from client organization.

Stage I: Patent study and analysis A comprehensive search for Patents and other documents in and around the patent is carried out. This involves study of forward and

backward citations of the patent as well as other state of the art documents. The patent of interest is studied comprehensively and analyzed to find key contradictions identified or solved by the patent. This phase also provides a mapping of patent on the 8 laws and lines of evolution defined by TRIZ. A claims hierarchy provides the independent and dependent claims to study the protection given in the patent. A detailed report including contradictions, claims hierarchy, lines of evolution mapping and list of documents for current relevant art is also presented.

Stage II: Preliminary ideation Based on the analysis of patent and current state of art, preliminary first level ideation is conducted in house or in collaboration with

the client domain experts. In this process, TRIZ Inventive Principles, Lines of system evolution and system complexity estimator is used to generate possible ideas to transform and develop the invention towards a more ideal system.

Stage III: Collective brainstorm in a workshop setting Based on analysis report and preliminary ideation report, a solution generation brainstorm is conducted in a workshop setting. This

involves usage of all tools and information generated during previous phases of the study. Stage IV: Solution evaluation and final report submission Using the methodology of Analytic Hierarchy Process (AHP) solution directions are rank ordered and a final report is submitted which

list solutions that are closer to ideality.

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Problem Solving

Objectives and Process To solve a given technical or business problem identified, refined and explored so as to generate robust concepts and solutions that are

will provide not only answers to the current problems but also possible future issues related to problem area. Further the solutions/concepts may lead to novel and non-obvious inventions that by definition can be patented. Crafitti Consulting Private Limited (http://www.crafitti.com) uses the methodology of propriety framework called Lean Inventive Systems Thinking (LIST) to help domain experts define, explore and solve hard to solve problems. There are four main phases of this study and it is always carried out with the domain experts from client organization.

Stage I: Problem/System Exploration Exploring problem using system operator, why-what recursive hierarchy and Substance-Field Modeling. Carrying out a literature Survey

(patents and non patents) - finding out how the functions that system is trying to achieve has been achieved. Identification of Key contradictions and Inventive Principles and relevant lines of system evolution that may be useful. Identifying and describing Key sub problems - system, sub system and super system level that need to be resolved. A Detailed Report on the Analysis presented and read for ideation.

Phase II: Preliminary ideation Based on the Problem/System Exploration report - a preliminary ideation with the team is conducted using contradictions, Lines of

system evolution, Su-Field Analysis or other relevant TRIZ tools and techniques. Phase III: Collective brainstorm in a workshop setting Based on analysis report and preliminary ideation report, a solution generation brainstorm is conducted in a workshop setting. This

involves usage of all tools and information generated during previous phases of the study. Phase IV: Solution evaluation/Patentability Evaluation and final report submission Using the methodology of Analytic Hierarchy Process (AHP) solution directions are rank ordered and for relevant solutions prior art

search is conducted to assess patentability of new solutions. A final report is submitted which rank solutions that are closer to ideality.

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New Concept Development

Objectives and Process To develop new concepts in either an unexplored field or starting from the ideal system definition of a system in alternative future

scenarios. Crafitti Consulting Private Limited (http://www.crafitti.com) uses the methodology of propriety framework called Lean Inventive Systems Thinking (LIST) to help domain experts develop radically new concepts to achieve key functions in multiple contexts, environments and futures. There are four main phases of this study and it is always carried out with the domain experts from client organization.

Stage I: Scan the Future Using scenario writing techniques for developing future scenarios – such as STEEPV or PESTEL – alternative future scenarios are

developed. These are used to generate new functional needs or mapping the existing functions to each of these scenarios to develop possible new needs, new usage and new functions that may arise.

Stage II: Preliminary ideation Based on the Scan the future Stage- a preliminary ideation with the team is conducted using ideality definition, Lines of system

evolution and other relevant LIST tools and techniques. Phase III: Collective brainstorm in a workshop setting Based on analysis report and preliminary ideation report, a solution generation brainstorm is conducted in a workshop setting. This

involves usage of all tools and information generated during previous phases of the study. Phase IV: Solution evaluation/Patentability Evaluation and final report submission The solutions generated are played out in future scenarios in a multi-scenario exploration to evaluate the efficacy of each solution

direction. Using the methodology of Analytic Hierarchy Process (AHP) solution directions are rank ordered and for relevant solutions/concepts prior art search is conducted to assess patentability of new solutions. A final report is submitted which rank solutions that are closer to ideality.

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TRIZ Embedding in one of the leading Automotive Player in India (Crafitti’s 3E Framework)

• Results of Explore Phase

– 7 Projects • 3 Technological Alternative Studies (TAS) on a

patent

• 3 Technical Problem Solving projects

• 1 New Concept Development project

– 600+ raw ideas generated using TRIZ

• Time frame: September – December 2010

• 8 weeks Total interaction with Crafitti Facilitator

• 3 days a week

• Each team had 3 hours touch time with the facilitator


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80+ Patent Apps generated on 7 projects on a base of 600+ raw ideas


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Organization Phase Duration Projects Scientists/

Engineers

Raw

Ideas

Concepts Products/Patent

Apps/Projects

Automotive Explore 3 months 7 20+ 500 80+ 30+

FMCG Explore 3 months 1 20 250 22 5 Shampoo

formulations

Electronics Explore 2 months 3 20 300+ 15 5+

Petroleum (Technology

Alternatives

Study on a

Patent)

2 days 1 20+ 100+ 10

themes

were

created

each with

7+

concepts

7 were

evaluated on

novelty,

business

potential and

feasibility

Financial

Information

Idea

Crafting

Project

2 months 1 20 300+ 18+ 7

Crafitti Ideation Results

“Crafitti has achieved real results with the inventors from companies in FMCG/Electronics/Auto/Petroleum Sectors” Dr.

A.K. Kashyap, Chief IP Officer, IOCL, India

WE ARE INVENTING A NEW WORLD

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