ENTREPRENEURSHIP
BEL/BPH/BSM
Module 4
Topics:
Creativity techniques, Brainstorming, Mind Mapping, Rapid
Prototyping, Mix n Match (Thomas Edison Challenge), Attribute Listing
Chart
Different forms of Innovation, Different types of innovation
Reference: Bygrave & Zacharakis, Entrepreneurship, New York:
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Wiley, 2010.
Brainstorming
• A group problem-solving technique that involves the
spontaneous contribution of large quantity of novel
and imaginative ideas from all members of the
group;
• The mulling over of ideas by one or more individuals
in an attempt to devise or find a solution to a
problem
Brainstorming Guidelines
• Keep the group small – “Two pizza rule.”
• Make the group as diverse as possible.
• Company rank is irrelevant.
• Have a well-defined problem, but don’t reveal it
ahead of time.
• Limit the session to 40 to 60 minutes.
• Take a field trip.
• Appoint a recorder.
Brainstorming Guidelines
• Use a seating pattern that encourages interaction.
• Throw logic out the window.
• Encourage all ideas from the team.
• Shoot for quantity of ideas over quality of ideas.
• Forbid criticism.
• Encourage idea “hitch-hiking.”
• Dare to imagine the unreasonable.
Techniques for Improving the Creative
Process
• Mind-mapping
A graphical technique that encourages thinking on both sides
of the brain, visually displays relationships among ideas, and
improves the ability to see a problem from many sides.
EXAMPLES OF MIND MAP
Mix n Match ( Thomas Edison)
LIST A LIST B
PERFUME CIGARETTE
SCOTCH TAPE INSECT KILLER SPRAY
CHOCOLATE SOAP
PEN OLIVES
RUBBER SHIRT
GLASS (Water wala) KASHMIRI TEA
PAPER ASH TRAY
BISCUITS NAIL POLISH REMOVER
MOUTH FRESHNER PIZZA
PAD LOCK ALARM
Mix n Match ( Thomas Edison)
Glass + Ashtray
Paper + Kashmiri Tea
Biscuits + Olives
Padlock + Alarm
Paper + Soap
Pizza + Chocolate
Perfume + Insect Killer Spray
Pen + Insect Killer Spray
Techniques for Improving the Creative
Process
• Rapid prototyping
Attribute Listing Chart
• List the attributes of the product, service or
strategy you are examining.
Attributes are parts, properties, qualities or design elements of the thing
being looked at.
Attribute Listing Chart to
Attributes for a Lamp
Power Supply
Bulb Type
Light Intensity
Size
Style
Finish
Material
Attribute Listing Chart to Create a new
Lamp
POWER BULB Light Size Style Finish Material
SUPPLY Type Intensity
ENTREPRENEURSHIP
Different forms of Innovation, Different types of innovation
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FORMS OF INNOVATION
• 3 Principles Applications of Innovation
• Product Innovation
• Service Innovation
• Process Innovation
PRODUCT INNOVATION
• Consumer Products- Most obvious Application
Example:
Dyson- Dual Cyclone Technology
IPhone
• Helps Persuade Customers in buying decision
• Ansoff matrix has a business strategy called New
Product Development
SERVICE INNOVATION
• New Service Applications
• Do not attract as much as Product Innovations
• Take form of a new way of providing existing service
with new Business Model
• Example ‘Direct Line’ Telephone Insurance Business
• Example ‘Ryan Air’
SERVICE INNOVATION
• Completely New Services
• Example: [Link]
• Example: [Link]
PROCESS INNOVATION
• Bigger impact on Society
• Sometimes least visible
Example: B2B E-Commerce
B2C E-Commerce
Forms of Innovation-Examples
Forms of Innovation-Examples
TYPES OF INNOVATION
• Radical Innovation
• Incremental Innovation
• Architectural Innovation
• Modular Innovation
TYPES OF INNOVATION
TYPES OF INNOVATION
• Example: Washing Machine
Components : Motor, Pump, Drum,
Programmer, Chassis, Door and Body
System : the way in which the system is configured
Incremental Innovation: Change in Speed
20 years ago 1000 rpm; Today 1600 rpm
Architectural Innovation:
Twin Tubs Machine to Automatic Washing Machine with
Spinner and Washer in one Drum
TYPES OF INNOVATION
• Architectural Innovation
• The reconfiguration of an established system to link
together existing components in a new way.
• Manufacturers take the opportunity to refine and
improve some components, but changes are minor
• Example: Sony Walkman
TYPES OF INNOVATION
• Modular Innovation
• Uses the architecture of existing system of an
established product but employs new components
with different design concepts.
• impact is usually less dramatic than radical
innovation.
• Example: Clockwork Radio
Class activity
• Provide at least five examples of each types
of Innovation in the computer/engineering
field which happened in the last five years.
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