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Addressing common challenges

From: Business Innovation Fundamentals

Video: Addressing common challenges

When using the subtraction technique, I want you to be aware of these common mistakes. As tempting as it may be, don't look at just the troublesome component to take out. Taking out bad components to improve the performance is not using the subtraction technique. Rather, it's fine tuning the characteristics of the product to change the way it works. For example, taking out the sugar in soda to create a sugar free drink certainly creates a new version of the original beverage, but this is not subtraction.

Addressing common challenges

When using the subtraction technique, I want you to be aware of these common mistakes. As tempting as it may be, don't look at just the troublesome component to take out. Taking out bad components to improve the performance is not using the subtraction technique. Rather, it's fine tuning the characteristics of the product to change the way it works. For example, taking out the sugar in soda to create a sugar free drink certainly creates a new version of the original beverage, but this is not subtraction.

This is simply changing the recipe. The subtraction technique for this soda example would be removing something essential. Maybe the water or the caramel flavor. Next, always try to take out essential components even if it seems absurd. It may feel like you're ruining the product, but try it anyway. The key is to mentally visualize and focus on what's left in the system, rather than focusing on what's missing. By seeing all the remaining components as part of a new and useful configuration, you'll overcome that initial terrifying feeling of taking out the most essential one.

When you take out a component, try to resist the urge to replace it. The discomfort of removing an essential element is so powerful that your mind will rush in to rescue the product. You may find yourself instantly searching to fill in the void with another component to make it whole again. Subtraction may seem like an easy technique to use, but you have to be careful. The temptation will be to look at the strange new configuration and try to redefine it around something you know.

For example, removing the screen from a TV causes most people to visualize it immediately as a radio. But you have to resist jumping to those kinds of conclusions, or it will create a mental block. When using subtraction, keep in mind that subtraction is not the same as a common marketing technique called unbundling. Unbundling is taking out features or downgrading the quality of components of a product so that you can charge a lower price. It might be a good idea to defeature the product, but don't confuse this with using the subtraction technique.

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Business Innovation Fundamentals

58 video lessons · 3267 viewers

Drew Boyd
Author

 
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  1. 1m 41s
    1. Welcome
      1m 22s
    2. Using the exercise files
      19s
  2. 21m 37s
    1. What is innovation? Introducing Systematic Inventive Thinking
      3m 21s
    2. The principle of function follows form
      4m 8s
    3. The closed-world principle
      4m 16s
    4. Characteristics of innovative products and services
      3m 51s
    5. Challenging the myth of thinking outside the box
      3m 11s
    6. Challenging the myth of serendipity
      2m 50s
  3. 11m 55s
    1. Functional fixedeness
      2m 26s
    2. The subtraction technique
      2m 59s
    3. Subtraction in action
      4m 8s
    4. Addressing common challenges
      2m 22s
  4. 10m 35s
    1. Structural fixedness
      2m 32s
    2. The division technique
      2m 43s
    3. Division in action
      3m 3s
    4. Addressing common challenges
      2m 17s
  5. 16m 25s
    1. The multiplication technique
      4m 24s
    2. Multiplication in action
      4m 39s
    3. Zooming in and zooming out
      4m 51s
    4. Addressing common challenges
      2m 31s
  6. 15m 45s
    1. The task-unification technique
      4m 19s
    2. Task unification in action
      4m 14s
    3. Using task unification for business issues
      4m 27s
    4. Addressing common challenges
      2m 45s
  7. 17m 49s
    1. The attribute dependency technique
      3m 32s
    2. Creating an attribute dependency matrix
      3m 37s
    3. Types of dependencies
      4m 12s
    4. Attribute dependency in action
      4m 31s
    5. Addressing common challenges
      1m 57s
  8. 27m 7s
    1. Running ideation workshops
      4m 13s
    2. Which technique to use
      3m 26s
    3. Creating new services and processes
      3m 17s
    4. Creating digital innovations
      5m 12s
    5. Involving customers
      5m 49s
    6. Evaluating ideas
      5m 10s
  9. 14m 48s
    1. Mastering innovative thinking
      3m 42s
    2. Building a pilot program
      3m 56s
    3. Addressing organizational challenges with innovation
      4m 3s
    4. Next steps
      3m 7s
  10. 52m 41s
    1. About Drew
      2m 9s
    2. What is innovation?
      51s
    3. What got Drew started in innovation?
      2m 15s
    4. On innovation as a skill
      1m 53s
    5. On innovation as part of your business
      1m 58s
    6. On resistance to innovation
      3m 31s
    7. On innovation's tainted image
      2m 34s
    8. Where do you apply innovation strategies?
      2m 31s
    9. Who should lead an innovation effort?
      3m 6s
    10. On favorite innovation experiences
      3m 51s
    11. On innovation vs. strategy
      3m 36s
    12. On working with innovation consultants
      3m 20s
    13. On trends in innovation
      3m 26s
    14. On innovation as competition
      2m 32s
    15. On innovative companies
      2m 43s
    16. On generating vs. executing ideas
      3m 2s
    17. Can you overdo innovation?
      2m 1s
    18. How do you start innovating?
      3m 44s
    19. On the most innovative products
      3m 38s

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