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When using the attribute dependency technique, I want you to be aware of a few common challenges. First, don't confuse components with attributes. Components of a product or service are generally the things that you can see or touch. Where an attribute on the other hand is a characteristic of a product or service. It's something that varies about that particular component or the product itself. Be sure to make an attribute dependency matrix. It's a bit more time consuming, but if you take the time to do it right the matrix will give you a great collection of virtual products.
It will help you stay organized and see many new opportunities. Make sure you create different types of dependencies. For example, you can create positive correlations. As one attribute increases in magnitude another attribute also changes by increasing in magnitude. You can also flip that relationship so that it becomes a negative correlation. As one attribute increases in magnitude, the other attribute decreases in magnitude.
That new type of relationship can lead you to some pretty surprising innovations. Create dependencies only between those things you can control. You can create a dependency between two internal attributes of your product or service. You can also create a dependency between an internal attribute and an external attribute, but you can't create a dependency between two external attributes. For example, it would be really great if you could create a correlation between the weather and time of day.
If you figure that one out, you'll become very famous. Finally, be sure to use all three types of dependencies; passive, active, and automatic. Each of these might yield your next blockbuster idea.
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