1. C ustomer Value What VALUES do we want? 2. RE sources What RESOURCES do we have?

1. CREAX process 1. Customer Value What VALUES do we want? 2. REsources What RESOURCES do we have? 3. Analogy across domains Where do we look for INSPIRATION? 4. X- Variation of properties for new or improved functions What do we change, what do we GAIN?

2. 2 Product: What do customers want? Can I use this product on the go? I want better quality. The cost is too high Too dangerous, make it safer! More Performance! Give me perfection The product can wear, can you improve the wear resistance? It’s too slow, I want it faster Can my product self-repair? Can I pay per use? Can it be lighter, and thereby easier to transport? Is this cradle to cradle, or environmentally friendly? I want the product cheaper. Not strong enough. Make it easier to use. If only it were free Make my product biodegradable Can my product make less or a better sound? Too expensive. Make it beautiful it looks awful.

3. 3 Process: What do customers want? I want it quicker! Where else can I use this process? Quicker, more, but safer! More Performance! Can I reduce labour costs? Can I save on production cost? Where am I losing time? Can I use cheaper materials? Who wants it? Can I automate the production? What can be automated? I want the end-product cheaper! Can it copy from nature? If only it were free Can I use other materials Can the process be sustainable? Too expensive. Produce it quicker than the competitor? Can I produce it environmentally friendly?

4. 4 Angles of value exercise

5. 5 Value equation

6. 6 What customer value am I working on? 1. PERFORMANCE  What can my product, process do better? Faster, stronger, towards perfection More functions 2. DURABILITY, SAFETY, CYCLICITY  Can my process be less harmful or safer? less noise, waste, heat or danger Turning all negative into positive. 3. CONVENIENCE, (HUMAN) INTERFACE  Can my product-process be easier to use? Better design, easier to operate, lighter, self- correcting, ideally towards automatic 4. EFFICIENCY, PRICE  Can the process be cheaper? Cost, less components, cheaper production, Ideally towards free VALUE EQUATION = PERFORMANCE – (HARM + INTERFACE + COST) 1. introduction | 2. value | 3. resources | 4. nine windows | 5. analogy | 6. patents | 7. properties | 8.conflicts | 9. product dna | 10. appendix

7. 7 First variables on our dashboard VALUE V = P - ( H + I + C ) PERFORMANCE HARM INTERFACE COST function properly convenient efficient VALUE EQUATION = PERFORMANCE – (HARM + INTERFACE + COST)

8. 8 Angles of value PERFORMANCE What the product or process has to do, what it is made for, the main function, make that better or more. You can also introduce a new performance. Ideal performance is PERFECT. LESS HARM What are the harmful elements in your system, harmful to the environment? Sound? Heat? Time? Pollution? Ideally here you want a HARMLESS, SAFE or BIO system. INTERFACE What is the user interface like? Can you make it easier, nicer, design? What can be a better experience to the user? Ideally the interface goes to zero and the system goes to SELF. COST What about the efficiency of the system? What are the cost components? How can you reduce the cost of the user? Ideally the cost goes towards FREE product or process.

9. 9 Angles of value PERFORMANCE IMAGE LESS HARM HEAT, SOUND INTERFACE EASY, LIGHT COST MAINTANANCE

10. 10 Angles of value PERFORMANCE FAST LESS HARM NO SPAM INTERFACE EASY COST FREE

11. 11 What is the NEXT GENERATION of your product or process? What can my product or process do better? Faster, stronger, towards perfection More functions PERFORMANCE Can my product or process be less harmful or safer? less noise, waste, heat or danger Turning all negative into positive. DURABILITY, SAFETY, CYCLICITY SUSTAINABILITY Can my product or process be easier to use? Better design, easier to operate, lighter, self- correcting, ideally towards automatic CONVENIENCE, (HUMAN) INTERFACE Can the product or process offer the same but cheaper? Cost, less components, cheaper production Ideally towards free EFFICIENCY, PRICE

12. 12 Costcutting Costs in general

13. 13 Saab Trionic actually cleans the air as You drive!

14. 14 examples process exercise V = P – ( H + I + C ) V = P – ( H + I + C ) Finger nail printer Staple free stapler V = P – ( H + I + C ) V = P – ( H + I + C ) Thermometer on pacifier Vibrating Razor V = P – ( H + I + C ) V = P – ( H + I + C ) Pulsating toothbrush Infrared grill

15. 15 examples products exercise V = P – ( H + I + C ) V = P – ( H + I + C ) Projected keyboard Toothbrush with toothpaste V = P – ( H + I + C ) V = P – ( H + I + C ) Ergonomic pen Logan car 4000 Euro V = P – ( H + I + C ) V = P – ( H + I + C ) Switch + coat hanger Hot red, cold blue tap V = P – ( H + I + C ) V = P – ( H + I + C ) Low Calorie products Foldable equipment

16. TRAINING TOOL 1: CUSTOMER VALUE PERFORMANCE --------------------------------------------------------------------------------------------------------------------------------------- What the product or process has to do, what it is made for, the main function, make that better or more. You can also introduce a new performance. Ideal performance is PERFECT. LESS HARM ------------------------------------------------------------------------------------------------------------ What are the harmful elements in your system, harmful to the environment? Sound? Heat? Time? Pollution? Ideally here you want a HARMLESS, SAFE or BIO system. INTERFACE ------------------------------------------------------------------------------------------------------------ What is the user interface like? Can you make it easier, nicer, design? What can be a better experience to the user? Ideally the interface goes to zero and the system goes to SELF. COST ----------------------------------------------------------------------------------------------------------- What about the efficiency of the system? What are the cost components? How can you reduce the cost of the user? Ideally the cost goes towards FREE product or process.

17. 17 More or less for more or less free perfect everywhere always more for more more for less less for more? less for less

18. 18 Angles of value PERFORMANCE LESS HARM INTERFACE COST

19. 19 Process example: What is the ideal solution lawnmower? VALUE FOR WHOM? Energy deliverer Producer Salesman Lawn owner Neighbours

20. 20 20 lawnmower exercise A machine which mows effectively, nice design, no noise, no maintenance, does not use gasoline, gives profit, etc. Producer A product which sells itself, has an excellent profit margin needs maintenance or replacement the day after the guarantee expires. Salesman Energy deliverer A machine which uses al lot of energy Lawn owner A nice maintenance free lawn Neighbours That is silent or doesn’t function on Sundays 

21. 21 Assignment lawnmower FOR EVERYBODY? self mowing grass already patented by …….. …….. Lawn mowing industry!

22. 22 Assignment lawnmower No-mow grass Scientists who got to the root of a steroid pathway that controls plant height say a perfect green lawn that never needs mowing may soon become a reality. The idea of being able to precisely control plant height might not sound that exciting at first, but ... what if your lawn just couldn't grow into a scraggly forest of grass, staying short and neat without ever needing mowing? Or what if crops could be made to grow larger, producing more food per acre? As plant scientist and Howard Hughes Medical Institute investigator Joanne Chory explains, these aren't fantasies. She and her team at the Salk Institute have clarified the signaling pathway of a class of plant hormones called brassino-steroids that play a central role in regulating plant stature. These steroids are so important in telling plants to grow that disrupting the pathway turns plants into tiny dwarves. Source: sciencentral.com

23. 23 Assignment lawnmower Silent battery driven lawnmower The totally electronic Actioneco is completely non-polluting and almost totally silent. There are no oils or greases to stain the grass, so balls keep cleaner, longer.The silence and cleanliness of the Actioneco make it extremely environment-friendly. It creates no disturbance for the players on the course, nor for residents in the immediate environment. Actioneco is the first electric lithium-ion battery-powered, servo motor-driven electronically-controlled environment upkeep machine. It is designed specifically for golf courses, sports grounds and parks. It is economical. With one quick charge, a full day's work can be put in. A full battery charge costs only about one euro. Source: actioneco.com

24. 24 Assignment lawnmower Ideal solution? Thiolon Ideal solution? Auto lawn mower by Husqvarna

25. TRAINING TOOL 1: CUSTOMER VALUE VALUE = FUNCTION

26. 26 Solutions change, functions stay the same ? Remove the water from the glass without touching the glass

27. 27 Solutions change, functions stay the same Remove the water from the glass without touching the glass

28. 28 Solutions change, functions stay the same pressure sound Bernoulli’s Theorem Pascal Law Pump Forced Oscillations Acoustic Cavitation Acoustic Vibrations Ultrasonic Capillary Effect Ultrasonic Vibrations MOVE LIQUID pulsation temperature Resonance Shock Wave Inertia Boiling Evaporation Super Thermal Conductivity Thermocapillary Effect Thermomechanical Effect Thermal Expansion Dessication Superfluidity field shape porosity Electroosmosis Electrocapillary Effect Electrostatic Induction Electrolysis Electrophoresis Ferromagnetism Ionic Exchange Lorentz Force Magnetostriction Absorption Capillary Condensation Capillary Evaporation Capillary Pressure Osmosis Use of foam Funnel Effect Ellipse Spiral Brush Constructions Jet Flow volume surface Archimedes’ Principle Surface Tension Wetting Coanda Effect Condensation weight Gravity Link: http://function.creax.com/

29. 29 Solutions change, functions stay the same ? ? http://function.creax.com/ What are all your functions? How can they be done more valuable? Better? (performance) Safer? (reliability) Easier? (convenience) Cheaper? (price) How to join two components? (join solid: 20 results) How to heat foodstuff? (heat solid: 20 results)

30. 30 CREAX Function Database Function Database – Source: http://function.creax.com

31. 31 Selling Washing Powder? OBJECTIVE: To sell more washing powder OBJECTIVE: To sell more ‘cleaned clothes’

32. 32 Classification of knowledge by Function Desorption Acoustic cavitation Acoustic vibration Cavitation Jet erosion Electro-erosion Electron impact desorption Laser evaporation Ion beam Redox reactions Hydrodynamic cavitation Laser gettering Longitudinal ultrasonic oscillation Ultrasonics Friction Cryolysis Photo-oxidation Optohydraulic effect Electrical explosion Thermo-destruction Dissolution Electro-rheological effect Brushes Electrolysis CLEAN Disruption?

33. 33 Classification of knowledge by Function example SANYO Introduces the Worlds First Zero-Detergent Electrolyzed Water Cleaning Powered Washing MachineAllows the option of "Detergent Course" or "Non-Detergent Course" according to the extent and type of dirt SANYO has now succeeded in implementing its Electrolyzed Water technology cultivated in SANYO's Water purifying bacteria-removing device into the Fully-Automatic "Wash with Ultrasonic Waves and Electrolysis" washing machine. By combining Electrolyzed Water's dirt dissolving and bacteria-removing properties with the cleansing power of Ultrasonic Wave technology SANYO has brought to realization the World's first "Zero-Detergent course" washing machine.

34. 34 The ideal … is no… Ideal opener? Ideal key? Ideal cap? Ideal money? Ideal archive? Ideal wire?

35. 35 Self-balancing Self-balancing beads * First patent - 1973 * Little attention given until early 1990s * First commercial application likely to be domestic washing-machines * Also… ask a truck driver!

36. 36 Self-seeking Self-seeking insect spray

37. 37 Self-tuning Self-tuning guitar http://www.gibson.com/robotguitar/RobotGuitarVideoVoting.aspx

38. 38 Plastic that heals itself Self waxing skis Provide a faster ride Self check outs In supermarkets Robotic snow removal Self boiling rice

39. 39 Self sealing tyres Selfcleaning sportwear Self erasing paper Self inflating key chain Self destructing MRAM Self stirring mug

40. 40 What FUNCTIONS apply to your process or product? Absorb/ Accumulate Bends Breaks Down/ Cleans/ Corrodes/ Decomposes Changes Phase of/ Melts/ Freezes/Boils/ Evaporates/ Condenses Cools Deposits Destroys/ Erodes/ Corrodes Detects Dries Embeds Extracts Heats Holds/Joins/ Assembles Locates Mixes Moves/ Vibrates SELF- ? Orients Preserves/ Protects Prevents Produces Rotates Separates/ Removes/ Polishes Stabilizes exercise

41. 41 Self* and auto* word pattern anlysis

42. 42 SUMMARY

43. 43 Value: Summary V = P - ( H + I + C ) Value = performance – (harm + interface + cost) Solutions change, functions stay the same Can the function be performed by it-SELF? Ideal ... is no...but the function remains!

44. 44 Using CreationSuite analysis for value equation