Посты с тэгом: attribute dependency

Innovation Sighting: Yahoo’s e-Book Advertising

Published date: April 16, 2012 в 3:00 am

Tags: attribute dependency,corporate innovation method,ebook,SIT,Yahoo

Yahoo’s recent patent filings suggest it is entering the e-Book market, a move that will pit it against Amazon, Apple, and other content providers. But given the nature of the patent filings, Yahoo seeks to leap over the competition with a potentially more innovative approach. Yahoo’s concepts conform to the Attribute Dependency technique, one of five in the SIT Method. Research shows that new products that conform to one of the five SIT techniques tend to be more successful in the marketplace.*

The first concept calls for a variable pricing approach. The price paid for an e-book varies depending on the amount of advertising the buyer is willing to put up with. The filings suggest that buyers could be offered titles at a variety of prices depending on the ads’ prominence. “Greater levels of advertising, which may be more valuable to an advertiser and potentially more distracting to an e-book reader, may warrant higher discounts,” it states. Readers might be offered advertisements as hyperlinks based within the book’s text or even video.

Position of the ads could vary, too. Like banner ads, boxes on a page could could pop up saying “brought to you by XYZ Company”. The more willing the customer is to see the ads, the greater the discount. “Higher frequencies… may even be great enough to allow the e-book to be obtained for free,” the filing states.

The second concept calls for variable advertising that depends on the content or context of the text on a particular page. The products shown would vary by the type of book being read, or even the contents of a specific chapter, phrase or word. The inventors suggest that ads could be linked to the mood or emotional state the reader as a they move through the book.

The LAB: Innovating the GPS with Attribute Dependency (January 2012)

Published date: January 23, 2012 в 3:00 am

Written by: boydadmin

Category: Uncategorized

Tags: attribute dependency,corporate innovation method,GPS,microsoft,SIT

GPS technology is great at getting you from Point A to Point B. What if you had a system that alerted you to risk of crime, weather, points of interest, and cost savings tips along the way? Microsoft seems headed this way in light of its newly-awarded patent that ties GPS location to useful information for pedestrians. Here is a description:

“As a pedestrian travels, various difficulties can be encountered, such as traveling through an unsafe neighborhood or being in an open area that is subject to harsh temperatures. A route can be developed for a person taking into account factors that specifically affect a pedestrian. Moreover, the route can alter as a situation of a user changes; for instance, if a user wants to add a stop along a route.”

This is a classic example of the Attribute Dependency Technique, one of five in Systematic Inventive Thinking. It creates a correlation (dependency) between a person’s location and the type of information that is sent to the device. Microsoft’s new concept gathers data, analyzes the data and user requirements, then generates suggested routes. It considers the user’s preferences such as avoiding neighborhoods that exceed a certain threshold of violent crime statistics. The system might direct you to “take the subway” rather than walk if bad weather looms. It even considers cost factors such as parking, extra traffic, and other situations that might make you vary your path.

For this month’s LAB, let’s see if we can extend Microsoft’s concept by a systematic use of the Attribute Dependency Technique. Attribute Dependency differs from the other templates in that it uses attributes (variables) of the situation rather than components. Start with an attribute list, then construct a matrix of these, pairing each against the others. Each cell represents a potential dependency (or potential break in an existing dependency) that forms a Virtual Product. Using Function Follows Form, we work backwards and envision a potential benefit or problem that this hypothetical solution solves.

Here are new ideas in the same vein as the Microsoft patent using Attribute Dependency:

1. Type of Insurance vs. Route: The GPS unit recommends a travel route based on the type of insurance the person has. Perhaps the insurance company stores preferred routes based on risk of loss. Taking this further, perhaps the person using the GPS and complying with these recommended routes earns a “safe pedestrian” discount.

2. Health Status vs. Route: The GPS unit calculates a forecast of calories to be burned along a route. Depending on the person’s health status and exercise habits, the unit makes recommendations based on difficulty and degree of exercise (light, medium, and hard exertion).

3. Social Status vs. Route: The GPS unit pulls in information from the person’s social networks (Facebook, Twitter, LinkedIn, and so on) and makes route recommendations based on various factors. Such factors could include location of friends, recommended restaurants by friends, places of work, etc. Any information conveyed by a member of your social networks is integrated to your route of travel to give you richer context about it. A site called Dopplr is approaching this now.

4. Time of Day vs. Type of Output: When using Attribute Dependency, it is almost always a good idea to include “time” as an external variable. Many aspects of our lives are time-dependent, and the tool can yield valuable innovations to account for time. In this example, imagine the output of the GPS unit varies by time of day. Perhaps it switches between the LCD on the unit and other display options such as a smartphone or TV. Perhaps it tracks the users calendar and relays time of arrival via SMS text. The essence of this idea is to match the way information is delivered to the user in context of what else is happening.

The LAB: Innovating the Light Switch (October 2011)

Published date: October 31, 2011 в 3:00 am

Written by: boydadmin

Category: Uncategorized

Tags: attribute dependency,corporate innovation method,light switch,SIT

How do you know which SIT tool to use on your product? That is one of the most common questions from my students and workshop participants. One way to decide is to analyze the current products in the category. You look for SIT patterns that tend to dominate how the product emerged and evolved over the years. I look at recent innovations in the category to spot trends. I also try to identify where the industry might have some “fixedness” about the products and how they are used. The type of fixedness (functional, structural, or relational) can lend insight about which SIT tool to start with.

Take light switches, for example. The first light switch was invented in 1884. The dominant design since then continues to be the “up” or “down” toggle switch. In North America, the “up” position switches the appliance to “on,” whereas in other countries such as the UK, the reverse is true. In Japan, switches are positioned sideways to prevent the switch from inadvertently being turned on or off by falling objects during an earthquake.

Many innovations have emerged over the years including dimmer switches, rockers, multi-way, and touch pad. Recent innovations reveal the use of several SIT patterns including Task Unification and Division. Yet the most dominant theme in control switching seems to be “variability.” The dimmer switch and the motion sensor switch are the most obvious examples. If you wanted to create more innovations along this theme, Attribute Dependency is the tool to use.

To use Attribute Dependency, make two lists. The first is a list of internal attributes. The second is a list of external attributes – those factors that are not under your control, but that vary in the context of how the product is used. Then create a matrix with the internal and external attributes on one axis, and the internal attributes only on the other axis. The matrix creates combinations of internal-to-internal and internal-to-external attributes that we will use to innovate. We take these virtual combinations and vidualize them in two ways. If no dependency exists between the attributes, we create one. If a dependency exists, we break it. Using Function Follows Form, we envision what the benefit or potential value might be from the new (or broken) dependency between the two attributes.

For example:

Internal Attributes:

Type
Number of switches
Size
What is controls
Color
Voltage
State (on/off)

External Attributes:

User
Location
Time
Price
Temperature
Other appliances
Room factors

Imagine creating a dependency between Internal Attribute 4 (what the switch controls) and External Attribute 3 (Time). The Virtual Product becomes a switch that controls different lights depending on the time of day (or time of year). For example, from midnight to noon, the switch controls a set of lights, but from noon to midnight, the switch changes and controls a different set of lights. Why would that be useful? Perhaps in situations where the person using the switch has no way of knowing what lights will come on, the switch determines it for them based on time of day. This idea breaks the functional fixedness around one switch controlling one appliance.

Innovation Sighting: Attribute Dependency in an Exercise Bike

Published date: July 11, 2011 в 3:00 am

Written by: boydadmin

Category: Uncategorized

Tags: attribute dependency,corporate innovation method,indoor cycle,Pro-Form,SIT,Tour de France,treadmill

Pro-Form’s Le Tour de France Indoor Cycle lets users choose or create real-world routes, then adjusts the angle of the riding platform to replicate the experience of riding up and down those roads. This new product has three different features using the Attribute Dependency Tool of the corporate innovation method, SIT.

iFit Live: With the iFit Live™ Technology Powered by Google Maps™ you can ride anywhere in the world! Choose from 24 pre-mapped courses or create your own. Ride over the Passage du Gois or climb the hills of Mont des Alouettes in France. Now you can experience these same trails and more on this Indoor Cycle. With iFit Live™ Technology you can ride where the Pro’s do. The world is at your fingertips. Map any route and enjoy the ride!
Incline/Decline: Introducing incline and decline that matches the street! Now, you can experience any route around the world and Le Tour de France Indoor Cycle automatically adjusts the incline and decline to simulate the terrain! No matter the route, no matter the map, your bike moves to follow the road. So, you get a realistic workout-just as if you were outside-but without the traffic, potholes and weather. Now you can have the perfect day on your road bike every day of the year with Le Tour de France Indoor Cycle.
Intelligent Wind Resistance: Any indoor bike can give you resistance-but only Le Tour de France Indoor Cycle can give you Intelligent Wind Resistance. Intelligent Wind Resistance automatically adjusts the resistance of your bike based on your wind profile. Our smart technology calculates your height and weight to apply the natural resistance you would get out on the road. A climb in your basement is exactly like a climb outside.

Attribute Dependency differs from the other templates in that it uses attributes (variables) of the situation rather than components. Start with an attribute list, then construct a 2 x 2 matrix of these, pairing each against the others. Each cell represents a potential dependency (or potential break in an existing dependency) that forms a Virtual Product. Using Function Follows Form, we work backwards and envision a potential benefit or problem that this hypothetical solution solves. The Tour de France Indoor Cycle creates dependencies between rider preference, bicycle route, road elevation, and wind profile.

What caught my eye is the similarity of these ideas with those of my graduate students in my “Innovation Tools” course. Using Systematic Inventive Thinking, they have to take a product category and apply the method to create completely new-to-the-world innovations. For example, a group in my last class tackled the exercise equipment category with a focus on treadmills (see The LAB May 2011).

Compare these student’s ideas for treadmills with Pro-Form’s Le Tour de France Indoor Cycle. Well done!

Innovation Sighting: New World Order with Attribute Dependency

Published date: November 22, 2010 в 3:00 am

Written by: boydadmin

Category: Uncategorized

Tags: attribute dependency,corporate innovation method,patterns,SIT

One way to develop stronger innovation skills is to practice pattern recognition…seeing an inherent pattern used to create innovative products and services. Pattern recognition "builds innovation muscle" and makes you more adept at applying patterns to other products and services. Here is an interesting example that uses the S.I.T. pattern called Attribute Dependency. This pattern creates new (or breaks existing) dependencies between attributes of a product or service. It can also create dependencies between attributes of the product or service and its external environment.

Do you see the Attribute Dependency pattern in this map?

This "new world order" map creates a dependency between a country's population size and its land mass. By correlating the two attributes, countries are located where their population is best matched to physical area. Take a moment to study it. It is worth the look.

While the map is interesting, one might question its value. It is hypothetical as no country is going to move its population to another location. If one defines innovation as NEW, USEFUL, and SURPRISING ("Gee, I never would have thought of that."), the map meets two out of three criteria.

To make it truly innovative, we use "Function Follows Form" and envision potential benefits of such a map. We take the form of the map as is, and we hypothesize new functions it can perform. Here are some potential uses:

1. Training Tool: I can imagine using this in my innovation course as a way to demonstrate Attribute Dependency. Rather than just show students this map, however, I would have them take an original world map and apply the pattern in a disciplined way. They might come up with this same configuration, but it is more likely they will create their own, even more novel "new world order." After the exercise, I would share this map as a way to reinforce the idea.

2. Research Tool: Perhaps this map could be used in political science research to see what it says about countries and their policies. Is there a difference between countries that have different population densities in terms of their economies, politics, and social norms? How would things change if their population density was normalized to the rest of the world?

3. Foreign Policy Tool: Perhaps this map could suggest new strategies for conducting foreign policy. What if Mexico and Iran really were next to each other? What would it do to each country in terms of trade or conflict? What if Germany had a lot of the oil-producing region? Would oil be distributed more equitably?

4. Trend Spotting Tool: Perhaps the map could help suggest new trends in cooperation and conflict. If India and the United States shared a border, what would the new relationship look like, and is it likely this could occur? What new languages might emerge in certain regions given the new locations. How would religion change?

5. Corporate Strategy Tool: Could this map suggest modifications to other types of maps that would help companies see new strategic opportunities? For example, what if a company created a different map of its customer's locations based on some attribute such as "cost to serve" or "future growth potential." Perhaps it would suggest new ways to service customers or target new customers.

The LAB: Innovating Baseball with Attribute Dependency (October 2010)

Published date: October 11, 2010 в 3:00 am

Written by: boydadmin

Category: Uncategorized

Tags: attribute dependency,baseball,corporate innovation method,SIT

Baseball has a density problem. The ratio of “minutes of action” over “total minutes played” is low. Consider for example, the “no-hitter” pitched by Roy Halladay of the Philadelphia Phillies. Not a single opposing player was able to reach first base because of his performance. Baseball is essentially a duel between pitcher and batter. If there was a way to trade out some of the pitching duel for more field play, baseball would be less boring.

For this month’s LAB, let’s apply the corporate innovation method, SIT, to find potential improvements to the game of baseball. The method is based on five patterns inherent in many innovative products. By extracting and applying those patterns, we can innovate anything. For baseball, we will apply Attribute Dependency tool. Here is how it works.

We start with a list of attributes (variables) of the game of baseball. Then we create combinations of those attributes with an eye towards creating a correlation between them. As one attribute changes, so does the other. This becomes our hypothetical solution to which we work backwards to see if it solves a problem or adds value. In the case where there is already a dependency between attributes, we artificially break it and see what benefit it might deliver. For example, there is no dependency between runs scored and the inning played. We would change this by creating a new dependency where the value of a run changes as the inning changes. For example, a team earns two runs for crossing home plate instead of one, but only in the ninth inning.

Here are several ideas that make the game “dense” with more action and make it faster. These ideas are based on breaking and as well as forming dependencies between attributes.

The LAB: Innovating Website Design with Attribute Dependency (August 2010)

Published date: August 30, 2010 в 3:00 am

Written by: boydadmin

Category: Uncategorized

Tags: attribute dependency,corporate innovation method,SIT,website innovation

Imagine a website that changes depending on the visitor. Researchers at M.I.T. describe such a website that learns a person’s thinking style based on preliminary clicks so it can present information in an optimal way. Purchase intentions increased 20%!

This is an example of the Attribute Dependency tool of the corporate innovation method, S.I.T.. It’s great for creating “smart” products and services –
those that adapt to user preferences or environmental
conditions. For this month’s LAB, let’s apply Attribute Dependency to other aspects of websites to create new, innovative designs or features.

To use Attribute Dependency, make two lists. The first is a list of internal attributes of a website. The second is a list of external attributes – those factors that are not under your control, but that vary in the context of how the product or service is used. Then create a matrix with the internal and external attributes on one axis, and the internal attributes only on the other axis. The matrix creates combinations of internal-to-internal and internal-to-external attributes that we will use to innovate. We take these virtual combinations and envision them in two ways. If no dependency exists between the attributes, we create one. If a dependency exists, we break it. Using Function Follows Form, we envision what the benefit or potential value might be from the new (or broken) dependency between the two attributes.

Here are the variables that I put into the matrix (which you can download here).

The LAB: Innovating the iPad with Attribute Dependency (January 2010)

Published date: January 31, 2010 в 4:07 pm

Written by: boydadmin

Category: Uncategorized

Tags: apple,attribute dependency,corporate innovation method,ipad,S.I.T.

Apple’s iPad creates a new category of consumer electronic somewhere between smart phones and notebook computers. Success depends on how well it embeds into our everyday routines at work, home, and elsewhere. Success also depends on how well it creates new routines. A great innovation tool for this is the Attribute Dependency template of the corporate innovation method called S.I.T.. This template creates (or breaks) dependencies between attributes of the product and the external environment. The iPad already has many of these. My favorite, for example, is the ability to show the correct display no matter how you hold the device. There is no up or down. It is an example of breaking a dependency between screen orientation and device orientation.

To use Attribute Dependency, make two lists. The first is a list of internal attributes of the iPad. The second is a list of external attributes – those factors that are not under the control of the manufacturer, but that vary in the context of how the product or service is used. Then create a matrix with the internal and external attributes on one axis, and the internal attributes only on the other axis. The matrix creates combinations of internal-to-internal and internal-to-external attributes that we will use to innovate. We take these virtual combinations and envision them in two ways. If no dependency exists between the attributes, we create one. If a dependency exists, we break it. Using Function Follows Form, we envision what the benefit or potential value might be from the new (or broken) dependency between the two attributes.

I created a matrix when demonstrating the use of Attribute Dependency on the iPhone. To save time, I am going to use the same matrix for the iPad.
Here are five new innovations for the iPad along with the attribute dependencies that led to the idea:

1. LOCATION-JOB TYPE: The iPad has GPS, so it knows what room it’s in at home or the office. Once it senses its location, it automatically loads the application or screen display that is most suited for that location. Alternatively, the iPad could default back to the last application that was in use at that particular location. So if you walk into the kitchen with your iPad, it would automatically pull up the menu application. If you walk into your boss’s office, it pulls up apps and information related to work.

2. USER-MUSIC SOURCE: The iPad will become a family appliance like many others in the home now (TV, microwave, etc). Unlike other appliances, the iPad will sense which family member is using it (by touchpad sensors), and adjust settings such as source of music, font styles, multi-touch behavior, apps, etc.

3. BATTERY LIFE-TIME: Same as the iPhone idea, the user can switch to a “battery conservation mode” that will power down features not needed (color screen goes to black and white, wi-fi off, vibration off). Or, the iPad does it automatically depending on time of day such as at nighttime. For travelers who like to keep the device on all night in their hotel room, this would save time and battery life.

4. FUNCTION-TIME: The iPad knows what day of week it is, so it would adjust its settings and functions to that day of week. The “Sunday” iPad acts and works differently than the “Friday” iPad. It knows our routines day-by-day, and it adjusts to an optimal configuration accordingly.

5. LINKAGES-VIDEO QUALITY: As the linkages to things like email, SMS, YouTube, etc. change, so does the video quality. This is an odd one because you would think the user would want the same video quality for everything. Perhaps the advantage here is that the screen optimizes size, resolution, brightness, and other qualities to adjust to the application being used.

The LAB: Innovating the Hockey Stick with Attribute Dependency (September 2009)

Published date: September 28, 2009 в 5:00 am

Written by: boydadmin

Category: Uncategorized

Tags: attribute dependency,corporate innovation method,hockey stick,ice hockey,NHL,structured innovation

Ice hockey is big business. But it lags behind other professional sports – soccer, football, baseball, and basketball. As with all industries, the key to growth is innovation. Equipment manufacturers such as Reebok are taking this seriously with the creation of the Hockey Research and Innovation Center. In this month’s LAB, we will focus on the equipment side of hockey, specifically on: the hockey stick.

Hockey has been around a long time with evidence of its origins dating to the sixteenth century. The first organized indoor game was played in 1875. Since then, many innovations have been introduced. Let’s see how a systematic, corporate innovation method can be applied to drive new sales opportunities.

I used the Attribute Dependency template of Systematic Inventive Thinking. Attribute Dependency differs from the other templates in that it uses attributes (variables) of the situation rather than components. Start with an attribute list, then construct a 2 x 2 matrix of these, pairing each against the others. Each cell represents a potential dependency (or potential break in an existing dependency) that forms a Virtual Product. Using Function Follows Form, we work backwards and envision a potential benefit or problem that this hypothetical solution solves.

Here is my attribute list:

Посты с тэгом: attribute dependency

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