Посты с тэгом: subtraction

Innovative Thinking to Control Healthcare-Associated Infections

Published date: September 14, 2015 в 3:00 am

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On any given day, it’s estimated that 1 in 25 hospital patients in the U.S. has at least one healthcare-associated infection (HAI), according to the Centers for Disease Control and Prevention. That includes pneumonia; gastrointestinal illness; or infections of the urinary tract, bloodstream or surgical site.
Sadly, despite enormous resources aimed at preventing the problem, HAIs continue to result in infection and even death. Moreover, HAIs cost the U.S. healthcare system an estimated $35 billion annually, making it one of the biggest challenges facing hospital chief executive officers. Clearly, a new way of thinking about HAIs is needed.
Finding new, innovative ways to address a confounding problem like this is difficult, especially if hospitals continue to seek solutions using outdated, “think-outside-the-box” methods like brainstorming. Fifty years of research shows brainstorming doesn’t work. Not only does it actually kill good ideas, but it disproportionately eliminates the very best ones.
Instead, hospitals need to employ more powerful, structured methods of innovating. One proven approach is Systematic Inventive Thinking (SIT). To use SIT, hospitals must retrain the way they look at the problem.
Most people believe innovation begins by establishing a well-defined problem and then thinking of ways to solve it. SIT works in the opposite way. Innovators use SIT to work backwards to take an abstract, hypothetical solution and find a problem that it can solve.
Psychologist Ronald Finke first reported this in 1992 when he recognized there are two directions of thinking: problem-to-solution and solution-to-problem. Finke discovered people are actually better at searching for benefits for given configurations (starting with a solution) than at finding the best configuration for a given benefit (starting with the problem).
To create hypothetical solutions that can lead to problem-solving, SIT follows a set of given patterns. In fact, for thousands of years, innovators have used these five simple patterns in their inventions, usually without even realizing it.
The five patterns are: subtraction, task unification, division, attribute dependency and multiplication. These patterns are embedded into products and services almost like DNA. They regulate thinking and channel the ideation process in a structured way that makes people even more creative.
As an example, consider how to apply the task unification pattern to HAI prevention. Task unification is defined as assigning an additional job to an existing resource. It’s a useful technique to help break the natural tendency toward functional fixedness, a cognitive bias that prevents us from seeing opportunities outside what’s expected.
To use task unification, make a list of components and resources within a hospital. The component
list would include things like:

• Board of trustees
• Hospital management team
• Doctors
• Nurses
• Technologists
• Radiology department
• Laboratory
• Rehabilitation
• Pharmacy
• Admissions
• Discharge
• Patient records
• Finance
• Marketing
• HR
• IT
• OR
• Patient rooms
• Nursing stations

Each component or resource should then be given the additional job of how it could break the chain
of infection associated with HAIs.
For example, imagine the admissions department has the additional job of eliminating infections through the portal of entry via the patient’s eyes. It sounds crazy at first, but at this stage, the job is to simply ask, what would the benefit be? Could the admissions team identify patients who might be more susceptible to eye infections? Could they administer eye drops at the time of admission to reduce infections? Could they give patients eye protectors or instructions on how to avoid eye
infections?
Given the admissions department is the first stop of a hospital visit, this idea might have value.
Creating hypothetical solutions may result in a seemingly ridiculous combination of possibilities. But don’t be dissuaded! SIT is intended to reveal a steady stream of plausible ideas.
Now try using the subtraction pattern. Subtraction is defined as removing an essential component and replacing it with something else.
Like before, make a list of components of some aspect of HAI management, then systematically subtract one at a time to see the possibilities for unique and innovative replacements.
For this exercise, apply subtraction to ICU information monitoring. The components of this activity
include:

• Gathering infection data
• Recording data
• Analyzing data
• Reporting data
• Tracking patient locations
• Assessing impact of staff activity on infection outcomes
• Monitoring antibiotic resistance
• Monitoring antibiotic prescribing patterns

Select one of these components randomly from the list and consider the possibilities if that component were removed and replaced with something else. For example, imagine removing monitoring antibiotic prescribing patterns.
It may seem absurd at first. But what if another component of the hospital, such as the pharmacy or finance department, was responsible for this activity? Would that department be able to analyze it from an inventory or cost approach that added value to the overall program? What if drug companies monitored this for their antibiotic products as a value-added service? Would this reveal better practices and uses of their products?
Management and control of HAIs is an intensive, widespread activity for healthcare systems. By narrowing the scope of these activities and applying systematic creativity techniques to each one, hospitals can discover new, never-before-considered ideas to address this pervasive challenge.
 
(This article first appeared in Managed Healthcare Executive, September 1, 2015)

Innovation Sighting: Buttons That Lie and the Subtraction Technique

Published date: April 20, 2015 в 10:30 am

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Think about how often you push buttons during the normal course of a day, at home, in our car, and elsewhere – elevators, crosswalks, and so on.
Did you ever stop to wonder how many of those buttons you push don’t actually work? It’s called a placebo button – it seems to have functionality, but actually has no effect when pressed.
It’s a perfect example of the Subtraction Technique, one of five in the innovation method, Systematic Inventive Thinking (SIT). Subtraction works by removing an element of the system that seemed essentially to identity some new value or benefit.
So what’s the benefit of a button that doesn’t work? Psychologists say that it gives people the illusion of control, defined as the tendency for people to overestimate their ability to control events; for example, it occurs when someone feels a sense of control over outcomes that they demonstrably do not influence. We push a button, something happens, so we think, post hoc, that we caused it. Many people argue that we actually benefit from the illusion that we are in control of something – even when, from the observer’s point of view, we’re not.

The beauty of the Subtraction Technique is that you can also replace the missing element with something from the Closed World, an invisible boundary around the problem. As reported by BBC, here are some interesting examples of Subtraction with Replacement:

“The truth is that technology has long been deceiving us. Sometimes this is ethically questionable, but in other cases the user benefits from a sense of control and reassurance that the system is working as it should. Computer scientist Eytan Adar at the University of Michigan has described a series of fascinating “benevolent deceptions” in a paper co-written with two Microsoft researchers. Take the 1960s 1ESS telephone system for instance. After dialling, a caller’s connection would sometimes fail to go through properly. Instead of a dead tone or error noise, the system would instead simply route the call to a completely different person. “The caller, thinking that she had simply misdialled, would hang up and try again: disruption decreased and the illusion of an infallible phone system preserved,” notes the paper.”

To get the most out of the Subtraction Technique, you follow five steps:

  1. List the product’s or service’s internal components.
  2. Select an essential component and imagine removing it. There are two ways: a. Full Subtraction. The entire component is removed. b. Partial Subtraction. Take one of the features or functions of the component away or diminish it in some way.
  3. Visualize the resulting concept (no matter how strange it seems).
  4. What are the potential benefits, markets, and values? Who would want this new product or service, and why would they find it valuable? If you are trying to solve a specific problem, how can it help address that particular challenge? After you’ve considered the concept “as is” (without that essential component), try replacing the function with something from the Closed World (but not with the original component). You can replace the component with either an internal or external component. What are the potential benefits, markets, and values of the revised concept?
  5. If you decide that this new product or service is valuable, then ask: Is it feasible? Can you actually create these new products? Perform these new services? Why or why not? Is there any way to refine or adapt the idea to make it more viable?

Learn how all five techniques can help you innovate – on demand.

Innovation Sighting: The Chairless Chair

Published date: August 25, 2014 в 3:00 am

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It’s like a chair that isn’t there, but magically appears whenever you need it. It’s called the Chairless Chair and you wear it on your legs like an exoskeleton: when it’s not activated, you can walk normally or even run. And then, at the touch of a button, it locks into place and you can sit down on it. Like a chair that is now there.

It’s a perfect example of the Subtraction Technique, one of five in the innovation method, Systematic Inventive Thinking (SIT). It’s also a great example of Ideality, a property of innovation solutions that appear only when the problem appears.

From CNN:

“The idea came from wanting to sit anywhere and everywhere, and from working in a UK packaging factory when I was 17,” says Keith Gunura, the 29-year old CEO and co-founder of noonee, the Zurich-based startup behind the device, “standing for hours on end causes a lot of distress to lower limbs, but most workers get very few breaks and chairs are rarely provided, because they take up too much space. So I thought that the best idea was to strap an unobtrusive chair directly to myself.”

The device never touches the ground, which makes it easier to wear: a belt secures it to the hips and it has straps that wrap around the thighs. A variable damper engages and supports the bodyweight, which is directed towards the heels of the shoes. These are specially designed and part of the mechanism, but an alternate version works with any footwear and touches the ground only when in a stationary position. The user just moves into the desired pose and then powers the device, which currently runs for about 24 hours on a single 6V battery. (CNN)

“In addition to resting your leg muscles, it also provides optimal posture,” adds noonee CTO and co-founder Bryan Anastisiades “it keeps your back straight and can reduce the occurrence of bad postures for both healthy workers and those recovering from muscle related injuries.”

The Chairless Chair is attracting interest and production line trials are set to start in Germany with BMW in September and with Audi later this year. An aluminium and carbon fibre frame keeps the overall weight of the Chairless Chair at just two kilograms, so it doesn’t burden the wearer with too much excess weight and only marginally impairs movement. And in the future, it could be fitted with smart motors able to infer the user’s intentions and offer the ideal posture without even the need to press a button.

To get the most out of the Subtraction Technique, you follow five steps:

  1. List the product’s or service’s internal components.
  2. Select an essential component and imagine removing it. There are two ways: a. Full Subtraction. The entire component is removed. b. Partial Subtraction. Take one of the features or functions of the component away or diminish it in some way.
  3. Visualize the resulting concept (no matter how strange it seems).
  4. What are the potential benefits, markets, and values? Who would want this new product or service, and why would they find it valuable? If you are trying to solve a specific problem, how can it help address that particular challenge? After you’ve considered the concept “as is” (without that essential component), try replacing the function with something from the Closed World (but not with the original component). You can replace the component with either an internal or external component. What are the potential benefits, markets, and values of the revised concept?
  5. If you decide that this new product or service is valuable, then ask: Is it feasible? Can you actually create these new products? Perform these new services? Why or why not? Is there any way to refine or adapt the idea to make it more viable?

Learn how all five techniques can help you innovate – on demand.

Innovation Sighting: Subtraction in Commercial Aircraft Cabins

Published date: August 25, 2014 в 3:00 am

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Can you imagine flying in a plane without windows? A design team from Technicon Design in Paris created an interior that displays 360-degree views that are simulated on internal screens from external cameras that capture the surrounding environment in real time. The images displayed in the interior cabin—including the walls and even the ceiling—give passengers the feeling of flying through the air in an invisible vessel.

It’s an excellent example of the Subtraction Technique, one of five techniques in Systematic Inventive Thinking.

As reported on Fox News:

For business minded clientele, the screens can also be used for video conferences. Or if you’re in the mood for a some entertainment, kick back and relax with a state of the art in flight movie. For claustrophobic passengers, the screens can also be used to project relaxing landscapes like a tropical beach. Technicon Design created the design for a National Business Aviation Association and has since won an award at the International Yacht & Aviation Awards in the exterior design category.

“I challenged the team to break out of conventional thinking with regards to a business jet exterior and interior,” Gareth Davies, design director at Technicon Design’s studio near Paris, told the Daily Mail. “We quickly settled on the controversial yet interesting idea of removing the windows from the cabin and using existing or very near future technology to display the exterior environment on flexible screens.”


To get the most out of the Subtraction technique, you follow five basic steps:\

  1. List the product’s or service’s internal components.
  2. Select an essential component and imagine removing it. There are two ways: a. Full Subtraction. The entire component is removed. b. Partial Subtraction. Take one of the features or functions of the component away or diminish it in some way.
  3. Visualize the resulting concept (no matter how strange it seems).
  4. What are the potential benefits, markets, and values? Who would want this new product or service, and why would they find it valuable? If you are trying to solve a specific problem, how can it help address that particular challenge? After you’ve considered the concept “as is” (without that essential component), try replacing the function with something from the Closed World (but not with the original component). You can replace the component with either an internal or external component. What are the potential benefits, markets, and values of the revised concept?
  5. If you decide that this new product or service is valuable, then ask: Is it feasible? Can you actually create these new products? Perform these new services? Why or why not? Is there any way to refine or adapt the idea to make it more viable?

Learn how all five techniques can help you innovate – on demand.

The Subtraction Technique: Reframing Your Business Model

Published date: April 28, 2014 в 3:00 am

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I had just finished a talk on Systematic Inventive Thinking in which I had stressed the usefulness of the Subtraction technique. Just then, a group of seven men approached the stage. They introduced themselves as the management board of Standard Bank of South Africa. They liked the idea that innovation is something that can be learned and applied. They were especially interested in Subtraction. “Do you think it would help us with our problem?” asked one of the delegates.

I answered the same way I always do when asked this question: “I don’t know. But there is only one way to find out.” We found an empty meeting room in the conference hall and made ourselves comfortable. The executives explained their problem.
“We want to grow by acquiring other banks,” said one of the managers, who seemed to be the appointed spokesperson. “We agree about that. We just can’t seem to agree on the best approach. Some of us want to buy another bank in South Africa, while others like the idea of acquiring a bank in North America or Europe. How can we use this innovation method to resolve this problem?”
I thought about it for a minute. I had never faced this type of strategy problem before. I really didn’t know if Subtraction would work as well with business model innovation as it did with traditional product or service innovation. But I was willing to try.
So I jumped in. “Okay, let’s be true to the process and start from the top. The first step of Subtraction is to list the key components. What are the components of a bank?”
The directors looked around at one another. It was such a simple question that it seemed to take them off guard. “Staff. We have employees of many types.”
“Good. Let’s write down ‘staff.’ ” I picked up a marker and began making a list of bank components. “What else?” “Assets,” said one. “Liabilities!” chimed in another. “We have buildings, ATMs, locations—we call it PPE, for property, plant, and equipment.”
“Keep going.”
“We have systems, and, of course, we have customers. We also have a reputation—our brand.”
I wrote this on the whiteboard:
•    Staff
•    Assets
•    Liabilities
•    Property
•    Systems
•    Products and services
•    Customers
•    Brand
“Now let’s use Subtraction and remove one of the components, preferably an essential one.” I noticed some of the men smirking. I had gotten used to this reaction. And many times, using these techniques will create a product or service configuration that seems silly. In humor and joke telling, the human mind makes a connection between two unrelated themes to form the punch line. This causes people to laugh. But even in serious situations such as this one, actually applying a technique results in a chuckle or two. Two unrelated ideas regarding a bank were about to collide, and the men just couldn’t resist the temptation to laugh.
“Let’s subtract the staff !” said one of the senior members. He said it half-jokingly, but he was genuinely interested in where the thought process would lead.
“All right. Imagine that your bank has no employees. It has all the other components, just no staff. Now ask yourself: What bank could you buy that has the ideal labor force for the kind of bank that you are? Given your customer base, your brand reputation, products, and services, what bank out there has the perfect group of employees that fit well with the rest of your components?”
One of the executives said, “We could find an employee base that is more diverse, for example. Perhaps we want employees with a global perspective. We could acquire a bank with employees who would meld with our employees but give us a broader perspective.”
Just imagining their company without one of its essential components helped these senior executives gain a whole new perspective on how to solve their problem. It no longer mattered where the bank was located. Geography had nothing to do with it. Applying the Subtraction technique (with the replacement feature) on just one component created a more useful dialogue about acquisition targets. Seeing the problem in this new light made merging with another bank even more interesting.
I let the discussion go on for a while. “Now let’s try it again. Pick another component from the list—any one of them.”
“Brand. Let’s subtract the company’s brand.” No one was chuckling this time.
“Very good. You have all the other components of your bank, but no brand. Now, what bank could you acquire that has a brand reputation that is ideally suited for the rest of the components: your staff, customer base, and so on?” The men thought about it for a moment, each of them pondering the various banks that might fit this profile. They were silent, actively thinking about other components written on the whiteboard.
After a few minutes, the leader of the group shook my hand and thanked me. Politely, he asked me to leave the room. “We have some work to do,” he said.
Following that meeting in 2004, Standard Bank of South Africa went on to acquire banks in Argentina, Turkey, Russia, and Nigeria. Note that it did not actually get rid of its staff, brand, or any of the components with these acquisitions. The point of using Subtraction was to mentally imagine the bank without these components as a way to reframe the problem and see opportunities in new, creative ways.

It worked!

Innovation Sighting: Bookless Public Library

Published date: September 16, 2013 в 3:00 am

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The Subtraction Technique is amazing because of its simplicity and power. It is one of five techniques that form the core of Systematic Inventive Thinking, a method of innovating new products and services. Here is a classic example of how it can completely reframe how we see one of the most familiar of institutions – the Library.

To get the most out of the Subtraction technique, you follow five basic steps:\

  1. List the product’s or service’s internal components.
  2. Select an essential component and imagine removing it. There are two ways: a. Full Subtraction. The entire component is removed. b. Partial Subtraction. Take one of the features or functions of the component away or diminish it in some way.
  3. Visualize the resulting concept (no matter how strange it seems).
  4. What are the potential benefits, markets, and values? Who would want this new product or service, and why would they find it valuable? If you are trying to solve a specific problem, how can it help address that particular challenge? After you’ve considered the concept “as is” (without that essential component), try replacing the function with something from the Closed World (but not with the original component). You can replace the component with either an internal or external component. What are the potential benefits, markets, and values of the revised concept?
  5. If you decide that this new product or service is valuable, then ask: Is it feasible? Can you actually create these new products? Perform these new services? Why or why not? Is there any way to refine or adapt the idea to make it more viable?

Learn how all five techniques can help you innovate – on demand.

Marketing Innovation: The Subtraction Tool in Saint Gobain Commercials

Published date: May 20, 2013 в 10:31 am

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The Subtraction tool works by removing elements generally considered essential to the situation. The tool can be used in any marketing communications medium (television, print, and so on).  The tool works by drawing your attention to the missing component.  As a result, the ad is more memorable.

Subtraction is one of eight patterns embedded in most innovative commercials. Jacob Goldenberg and his colleagues describe these simple, well-defined design structures in their book, "Cracking the Ad Code," and provide a step-by-step approach to using them. The tools are:

1. Unification
2. Activation
3. Metaphor
4. Subtraction
5. Extreme Consequence
6. Absurd Alternative
7. Inversion
8. Extreme Effort

Here is an example from the French multinational, Saint Gobain, a manufacturer of construction, materials, and packaging products. To highlight the superiority of one of its product lines, it released  a series of commercials including this one:

What makes this example more interesting is the “fusion” of the message and product. The glass is so superior that it seems “subtracted” from the situation.  Only until we see the surprising fog on the glass do we realize the message. The commercial not only has this nice element of humor, but it also has a sense of simplicity and “ideality” – the solution appears only when needed.

To use the Subtraction tool, make a list of the components of the situation. Remove what seems to be an essential one.  Imagine telling the story without this component and test how strongly the viewer’s mind will interpret the situation with the component. Make the message, brand, and missing element fuse together into one memorable visual experience.

Marketing Innovation: The Subtraction Tool in Brand Development

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

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Perhaps harder than branding is re-branding.  Once the market associates your brand with a specific promise, it is difficult to get people to shift over to a newer or more updated meaning.  This is especially true for brands that have been around a long time. Take the brand of Canada, for example.  It adopted the instantly-recognizable Maple Leaf as its national flag in 1965 over contending choices such the one shown here.  Now Canada is re-positioning the brand to update its global image.   The new campaign, “Know Canada,” makes clever use of the S.I.T. advertising tool called Subtraction.

The tool is one of eight patterns embedded in most innovative commercials.  Jacob Goldenberg and his colleagues describe these simple, well-defined design structures in their book, “Cracking the Ad Code,” and provide a step-by-step approach to using them.

From PSFK: “Bruce Mau Design partnered with Studio 360 to redesign the Canadian brand that is more fitting for the modern world. A country that is more known for its maple syrup, and freezing cold weather, The ‘Know Canada’ campaign depicts the country as a place that’s more vibrant, innovative, refreshing, and a leader in global issues.  The idea is simple, and uses the two red rectangles of the Canadian flat as almost like bold quotation marks. Icons like well-known celebrities, scenic views, famous political figures, and even peanut butter, are highlighted in the middle of the two red posts.  The rebranding campaign can be rolled out as print posters, billboards, mobile apps, and even passport stamps and beer jugs.”

The iconic red maple leaf in the middle has been subtracted.  Subtracting out a familiar part of a product stirs our minds and activates the Structural Fixedness in all of us.  Structural fixedness (similar to Functional Fixedness) is the tendency of the mind to see things as an organized whole (a gestalt).  We have trouble reconciling when something obvious is missing.

The use of the Subtraction technique works well here because the campaign replaces the maple leaf with other symbols of Canada to make the mind create the linkage.  Take a look:

Innovation: Make It Someone Else’s Problem

Published date: September 5, 2011 в 3:00 am

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New research suggests that you are likely to be more creative when you imagine the problem is someone else’s instead of your own.  Evan Polman and Kyle Emich describe their studies in their April 2011 article that support this conclusion.

In one study, 262 participants were instructed to draw an alien for a story that they would write, or alternatively for a story that someone else would write. When drawing an alien for someone else’s story, they produced a more creative alien. In another study, 137 students were instructed to picture either themselves or a stranger stuck in a tower and to think of a way to escape using only a rope that did not reach the ground. Of the students who imagined a stranger in the tower, 66 percent found the solution—divide the rope lengthwise and tie the pieces together—compared with 48 percent of those who pictured themselves in the tower.

For innovation practitioners, teachers, and consultants, this research suggests a new technique to improve innovation output. When using an innovation method or problem solving technique, participants should try to image the problem is not theirs.  Instead, they want to mentally simulate the problem belongs to someone else.  One way to do this is to have participants imagine they are innovating for a similar issue but in a different industry.  As an exercise, have participants apply a technique in this scenario first as a way to activate and expand their creative output.  Only then, have them apply the same mental structure to their actual problem.

Here is an example.  Imagine you are facilitating a team that makes diagnostic equipment for automobiles. They want to innovate new ways to use the data that is collected by their equipment.  You are about to apply the S.I.T. Subtraction Technique (remove an essential component).  Normally, you would have the team apply Subtraction by eliminating the vehicle data entirely – a great way to break functional fixedness.

Now, in light of this new research, here is what you might do instead.  Tell the team they are in a different industry – medical diagnostics – but that they are not allowed to use any traditional diagnostic tests on their patients (like blood tests, x-rays, vitals, etc).  Ask them, “What would you do now to get useful data about your patients?”  After a round of ideation, have them re-do the exercise back on their own problem.  Mentally imagining the problem to be someone else’s first will boost creative output on their own problem.

Polman, E., & Emich, K. J. (2011). Decisions for Others Are More Creative Than Decisions for the Self. Personality and Social Psychology Bulletin, 37(4), 492-501.

Photo by permission: www.cartoonstock.com

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