Page 164 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

SUMMARY OF STEPS

I. The product e to be modified is chosen.

2. A two- or three-dimensional matrix is created, with one axis consisting

of characteristics or attributes of the product or service, the other of change

words such as verbs, adjectives, or adverbs. A third axis would contain

additional change words, characteristics, or other relevant factors.

3. The change words are applied to the characteristics.

4. The results are discussed and evaluated.

Attributional Morphology

You can list the attributes of a particular object or problem
on both axes of a matrix. The resulting cells will be intercon-
nections between the various attributes. Three-D attribute
morphology involves listing the attributes on three axes. An
exhaustive list of possible combinations will result. The pur-
pose is to generate new types of attributes by using the at-
tributes themselves to trigger thought. As with the other
processes described in this book, you want first quantity, then
quality. After generating ideas, you reexamine and evaluate
the product.

86/22. NHK METHOD

Hiroshi Takahashi developed the NHK method after years
of training television production managers at Japan Broad-
casting Company (NHK). 42 While it is a lengthy process, it
acts like an egg beater, causing ideas to be continually merged
and separated, thereby generating new ideas.

SUMMARY OF STEPS

1. In response to a problem statement, participants write down five ideas
on separate cards.

2. Participants meet in groups of five. Each person explains his or her
ideas to the other members of the group. Other members of the group
write down any new ideas that come to mind on separate cards.

3. The cards are collected and sorted into groups by theme.
4. New groups of two or three people are formed. Each group takes one

or more of the sorted groups of cards and brainstorms for new ideas
related to those on the cards. This lasts for up to half an hour. The new
ideas are also written on cards.

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