1. 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? CREAX process

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

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

4. 4 Angles of value exercise

5. 5 Value equation

6. 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 What customer value am I working on? 6 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 PERFORMANCEHARMINTERFACECOST First variables on our dashboard VALUE V = P - ( H + I + C ) functionproperlyconvenientefficient VALUE EQUATION = PERFORMANCE – (HARM + INTERFACE + COST)

8. 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. 8 Angles of value

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

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

11. 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 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 SUSTAINABILITY What is the NEXT GENERATION of your product or process? 11

12. 12 Costcutting Costs in general

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

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

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

16. 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. TRAINING TOOL 1: CUSTOMER VALUE

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

18. 18 Angles of value PERFORMANCELESS HARMINTERFACECOST

19. 19 Process example: What is the ideal solution lawnmower? ProducerSalesman Energy deliverer Lawn ownerNeighbours VALUE FOR WHOM?

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

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

22. 22 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.comsciencentral.com Assignment lawnmower

23. 23 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.comactioneco.com Assignment lawnmower

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

25. TRAINING TOOL 1: CUSTOMER VALUE VALUE = FUNCTION

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

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

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

29. 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) 29 http://function.creax.com/ ? ? Solutions change, functions stay the same

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

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

32. 32 CLEAN Classification of knowledge by Function Disruption? 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

33. 33 SANYO Introduces the Worlds First Zero-Detergent Electrolyzed Water Cleaning Powered Washing Machine Allows 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. Classification of knowledge by Function example

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

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

36. 36 Self-seeking Self-seeking insect spray

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

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

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

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

41. Self* and auto* word pattern anlysis 41

42. SUMMARY 42

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

44. Using CreationSuite analysis for value equation 44