Pr. Jérémy Legardeur ESTIA Biarritz/ Bidart France

1. How to foster creative ideation process of innovative products & services? Pr. JérémyLegardeur ESTIA Biarritz/Bidart France

2. Location

3. In the heart of the Basque country: the ESTIA Campus An engineering school A business incubator and an enterprise zone A research laboratory A companies’ « foundation »

4. Research Methodology How to foster creative ideation process of innovative products & services? Based on Action-Research approach [Lewin 1951] within companies Transform reality and elicit new knowledge concerning these transformations taking into account: Human & social phenomena, non determinist, singularities… => complexity of these sociotechnical processes of innovation • A multidisciplinary approach: • Creativity tools & methods, Engineering approaches… • « Systemic » & « Complexity » [de Rosnay 1975], [Le Moigne 1977], [Checkland 1981], [Morin 1990]… • Sociology of innovation • [Bucciarelli 1988], [Callon et Latour 1985], [Rogers 1986], [Alter 1990]… • Management of innovation • [Moisdon, Hatchuel, Weil], [Leavitt] [Cooper]…

5. Some examples of industrial fieldworks A double output: • Innovation as a result: the new product or service on the market • Innovation as a process: creativity, maturation of ideas, innovative project management… => New knowledge about the understanding of the management of the creative process within companies

6. Creativity and Sustainable innovation Discovering matrix C-K TRIZ 9 screens 6 hat ASIT storytelling ecoASIT Brainstorming - Brainwash • Ideas generation, creative thinking, eco-creativity • Experimentations during creative workshops for companies • Model of hybridization of creativity tools and methods • Development of eco-creative tool • Ideasdevelopment • IdeasLifecycle Management • Collaborative software tool • Crowdsourcing and open innovation

7. Source: The Daily Telegraph

8. Source: The Daily Telegraph

9. Brainstorming (A. Osborn) • Quantity => Quality • First time: generation of ideas • no judgment of the ideas of myself and of the others • no hierarchy (only in theory!) • Second time: evaluation and selection • The results depend on the facilitator & the group

10. The 6 hats (E. De Bono)

11. Training By drawing 4 connected lines, try to go over all the dots

12. Training By drawing 4 connected lines, try to go over all the dots

13. The 9 screens from TRIZ (G. Altshuller) Temporal view Current Macro Systems Future Macro Systems Previous Macro Systems Previous System Current System Future System Systemic view Previous Sub-Systems Current Sub-Systems Future Sub-Systems

14. Training How to divide this form in 2 identical parts?

15. Training • Divisez la forme suivante en 2 parties égales How to divide this form in 2 identical parts?

16. Training How to divide this form in 3 identical parts?

17. Training How to divide this form in 3 identical parts?

18. Training How to divide this form in 4 identical parts?

19. Training How to divide this form in 4 identical parts?

20. Training How to divide this form in 5 identical parts?

21. Training How to divide this form in 5 identical parts?

22. Morphological analysis (F. Zwicky)

23. Discovering matrix (A. Moles) Item: product, service, function, process, technology, parameter, users…

24. Training Movingonly 2 matches to set the box outside of the shovel

25. Training Movingonly 2 matches to set the box outside of the shovel

26. SCAMMPERR (A. Osborn & B. Elberne) • S: Substitute • C: Combine • A: Adapt • M: Modify • M: Magnify/Minify • P: Put • E: Eliminate • R: Reverse • R: Rearrange

27. Training By movingonly 1 match, make a square

28. Training By movingonly 1 match, make a square

29. Training By movingonly 1 match, make a square = 2²

30. TRIZ (Altshuller) Problem

31. ASIT (R. Horowitz) • ASIT (Advanced Systematic Inventive Thinking) adapted from TRIZ • Problem solving method • ASIT: 2 conditions and 5 tools based on the used of sentences that can be used during a brainstorming session

32. The C-K Theory(Hatchuel and Weil)

33. Training (last) Whatis the result of: « 1+2+3+4+5+6+7+8+9 »? The possible methods: • n(n+1)/2 with n=9 • Mental calcul or calculator • Add the extremum (1+9, 2+8…) • Know the result • Read the resultat the bottom of the page! Resultis not creative, but the methods to obtainitcouldbe more or lesscomplex. The aim of a good creativemethodis to do the opposite! The resultis 45

34. Brainstorming C-K Discovering Matrix ASIT 6 Hat 9 Screens Storytelling TRIZ Brainwashing Morphological Matrix SCAMMPERR EcoASIT

35. The limit of creative session Starting point « Good Ideas » « Bad Ideas » Creative session

36. The limit of creative session Originality Incremental Group acceptance Individual • =>Creativeconceptualideas • => Incrementalideas

37. Toward ILM (Ideas Lifecycle Management) Generation + Maturation of ideas ILM = Point de départ Ideas not developped Divergence Creative session Bad Ideas Emergence How to support this exploration, classification and reuse of ideas? Convergence New propositions of Products & Services

38. A simplified example of the PST model P S T « Why? » « A system (product/service) for what? » « How? » « Which technology? » « Which means or processes? » « For whom? » « A system composed of what? » « When?» A light and small system to bring water during a ski/snowboard session « Where?» … without Fill a tank with water In mountain hard bottle Soft bottle Soft tank ski ? Material Process by using the snow by… and melt it Freeride In station By energy supplying with a filter Knowledge on the market, usage… ? Solar Mechanical Chemical Filter technology? Knowledge on the enthalpy of the change phase of the snow

40. General recommendations Do not believe in the “myth of the nugget’s idea” (bad interpretation of success stories) during creative sessions! It is not possible to evaluate the robustness and the value of the proposed ideas during creative sessions The main objective of the creative sessions is to foster the variety of the proposed ideas and identified existing and lacking knowledge The maturation of ideas must be done by the review of the “cloud of ideas” in a “classified three” in order to elicit a roadmap of exploration of the proposed concepts The creative sessions are only the beginning of the long adventure of innovation!

41. Exam Take a sheet of paper, Put your name and surname, In 30 seconds, you have to design, to draw, to prototype and to test a flying object that must reach the target

42. Fixation effect The education, the organisation, the society… The setting of the problem, the need, the objective… The location

43. What we learned from this (scientific and robust) experimentation? • A worldwide competition… • Against the time, the competitors… • Work in urgency and stress, with unplanned events… • … that imply to develop innovative (or routine) products… • Fuzzy creativity vs mental block • Complex product vs Simple solution • …. according to the market, the usage, the real need… • A good understanding of the customers needs and theirs requirements • … and taking into account of the competitors and stakeholders… • Market advantage and positions • … in a more and more sustainable development perspective • Eco-design (green and friendly materials, end of life, re-use…) • Ethical and Societal considerations • and traçability !!

44. What we learned really?