Brainstorming Innovation&"The best way to a good idea is to have lots of ideas." - Linus PaulingClarificationdiscovery invention innovationPTFEpolytetrafluoroethylene “teflon”1938 - Roy Plunkett Invention is creating something that has never existed before. Not a product, but a technology.elemental fluorine1886 - Henri Moissan Discovery is finding something that already exists that no one found beforenon-stick pan1954 - Marc GregoireInnovation is the application of new ideas or the combination of existing items in a novel way. This is product design.Quiz!1. What is your gender?2. What is your age?4. List as many uses as you can for a paper clip.J.P. Guilford 1967a measure of divergent thinkingAlternative Uses TestThe best way to have a good idea is to have a lot of ideas.-Linus Pauling R2 =.82total number of ideas“creative idea score”quantity of ideas vs. creativity of ideas per subjectkudrowitz and wallace, 2010Quantity vs. CreativityImprov Games(mednick 1962)cyrus mccormickmechanical reaperAssociative Theoryaha!Right, Posterior Superior Temporal Sulcus (PSTS)processing novel metaphors in poetry (Gorana et al 2008) novel connections between unrelated words (Mashal et al 2007) RH equivalent of Wernicke’s area - linguistic creativity (Flaherty, 2005) PSTSASTSRight, Anterior Superior Temporal Sulcus (ASTS)“Aha!” Experience (Jung-Beeman 2004)Doh!Associative TheoryHumorHumor can be dissected, as a frog can, but the thing dies in the process and the innards are discouraging to any but the pure scientific mind . –E.B. White oh haiRelease TheorySuperiority TheoryIncongruity TheoryWhere does the general keep his armies?tents? army base? In his sleevies.In an army base.“armies” has two meaningswhat are sleevies?a two stage mode of joke appreciation by Jerry SulsHumor, incongruity theory ofAssociation MappingBiopsy Needle Finger Traplong thin tubeForm: Association Mappingsometimes the most powerful ideas come from simply combining two existing ideas nobody else ever thought to unite. most inventions and breakthroughs come from reassembling existing ideas in new ways. - pink“Reese’s Peanut Butter Cup Theory of Innovation”Crossing Products+=gutenberg’sp!nting pressCrossing ProductsCrossing ProductsCrossing ProductsCrossing Products“Someone who is relaxed, happy, in a pleasant mood, is more creative” -Donald Norman* Dansky and Silverman 1973; Avner Ziv 1976; Dansky 1980; Isen & Daubman, 1984; Isen, 1985; Isen & Gorgoglione, 1987; Isen et al.; 1987 Sandra Russ 1993; Wright and Staw 1999; Thomas Wright 2003Crossing Products Write down the name of three productsExchangeFree Form or Intuitive MethodsStructuredor Logical MethodsTypes of IdeationGROUP WRITING: Brain WritingBrain SketchiNgCOLLECTIVE NOTEBOOKPIN CARDSKJ METHODTRIGGER SESSIONSFreeWritingBRAIN-STORMINGTRIZARIZASITSCAMMPERMORPHOLOGICAL ANALYSIS ATTRIBUTE LISTINGPOTENTIAL PROBLEM ANALYSIS FRDPARRCPerspectivestechniquesNew LATERAL THINKINGCHALLENGING ASSUMPTIONSBOUNDARY RELAXNEGATIVE BRAINSTORMREVERSALEXAGGERATIONPROGRESSIVE REVELATIONLADDERINGROLESTORMING6 THINKING HATSSUPER HEROSDISNEY METHOdAssociationstechniquesBruteThinkANalogiesFOrce FItFOcal ObjectsProvocationBUnches of BananasExcursionsMind MappingFree AssociationAssociation MappingTo generate LOTS of Ideas.... quickly.Brainstormingproblem statement5-9 people 20-40 minutesroom/situation1 facilitator and lots of paperBounded Ideation Theory Reinig, B.A., R.O. Briggs, and J.F. Nunamaker, On the measurement of ideation quality. Journal of Management Information Systems, 2007. 23(4): p. 143-161.understandingcognitive inertiaunable to change directionsexhaustion good ideastotal ideasBrainstormingDraw Big and BoldLabelBrief PitchRecordRepeatFart DartsQuick and Clearone idea/ pageBrainstorm SketchingSwitch Left Brain to Silent Modeevaluation = left braincreativity = right brain"In short: there are no rules. And here they are."— Scott Mc Cloud, Making Comics.people become self conscious evaluate later1. Defer Judgement. NO EVALUATION transcranial magnetic stimulation Brainstorming“If at first, the idea is not absurd, then there is no hope for it.” ~Albert Einsteinsilly ideas are good1. Defer Judgement. NO EVALUATION "In short: there are no rules. And here they are."— Scott Mc Cloud, Making Comics.2. Build on ideasyes andBrainstorming36% more ideas!kudrowitz and wallace, 2010listeningmaking associationsmanipulating ideasbuilding on ideasgoing for quantitydeferring judgementencourage wild ideasbonding playingcomforting lowering inhibitionsImprov Warm upzip zap zoplistening.being ready to act.samurailistening.being ready to act.word balllistening.being ready to act.making associationsillogical word balllistening.being ready to act.making associations“Discovery consists in seeing what everyone else has seen and thinking what no one else has thought.”! -Albert Szent-Gyorgyi look at me!manipulating an idea.tigers and bears R2 =.82total number of product ideas“creative idea score”quantity of ideas vs. creativity of ideas per subjectkudrowitz and wallace, 2010going for quantity. defer judgement.bears are great because...take a hundred americans off the street and ask them to free-associate on the word “green” and forty of them will say “grass”. the more creative associations only emerge when you get to the bottom 20 percent of responses, the long tail of associations. - Johnson in “Where Good Ideas Come From”tigers are great!1. Defer Judgement. NO EVALUATION 2. Build on ideas3. Encourage wild ideas4. Go for quantity one idea/ pageIPM (PP) >1.0 ipm (pp)5 people, 15 min = 75 ideasideas per minute per personSorting IdeasKJ-Method, Snowball Technique, or Affinity Diagramsmulti-votingPDES 5701 creativity, idea generation and innovation(first 7 weeks) MW 12:50 - 3:50 PDES 5702concept sketching and rendering(second 7 weeks) MW 12:50 - 3:50 think like a designersketch like a designerToy Product Design PLAYsentationsWednesday May 2nd 730pm Bell Museum