Publishers are constantly seeking ways to leverage existing assets to create innovative new products and generate new sources of revenue. The process is not always easy but here’s something that might help...
I recently came across a reference to a process called “Systematic Inventive Thinking (SIT)”. The idea is to apply a set of thought patterns to manipulate existing product components and create something new as a result. While the focus is mainly on physical products, it could be interesting to apply this method to the development of new content and information products. Without going into too much detail, there are five basic patterns:
- Subtraction: Removal of components (Classic example: legless high chair that attaches directly to the table)
- Multiplication: Add modified copies of existing components (Classic example: double bladed razors)
- Division: Separate product into individual components (Classic example: modular stereo systems)
- Unification: Extend the use of an existing component so that it provides additional value (Classic example: combination windshield defroster filament & FM antenna)
- Dependence: Change the relationship between the product and its environment (Classic example: photo-sensitive eyeglass lenses)
I don’t know about you, but those examples work for me! The idea originated in Russia during the cold war (Google "TRIZ") and have since been further developed by a group of Israeli researchers. While the approach may not have helped the Soviets too much, proponents do claim that application of these ideas has led to commercial success at companies such as Philips, Ford, Intel, Motorola, LG, and Samsung. There are even a few software applications that attempt to codify this type of process.
Again, it seems to me that the real challenge for publishers would be to apply these principles to the realm of information products rather than physical items, but the exercise could produce good results. Has anyone out there heard about this or tried it before?
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