Crea%vity*Techniques*

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Agenda*

False"Faces" " " Scamper" " " " Spli/ng"it" " " " Mood"boards"

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False*faces*

2*False*assump%ons:** " •  One"must"not"extend"beyond" the"outside"dots" " •  The"lines"must"pass"through"the" center"

False*faces*

BEWARE"OF" ASSUMPTIONS"" !!!!!!!!!!!"

Let’s*design*a*restaurant* Assump%ons* " 1. 

Restaurants"have"menus,"either"wriKen," verbal"or"implicit"

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Restaurants"charge"money"for"their" food"

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Restaurants"serve"food"

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Restaurants*charge*money*for*their*food* •  Outdoor"café"where"customers"pay" for"Vme"instead"of"food" •  Time"stamp"to"charge"by"minute." •  Selected"food"and"drinks"are"free" or"sold"at"cost"

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Restaurants*serve*food* •  Create"a"restaurant"with"unique" décor" •  Rent"the"place"with"people" bringing"their"food"

Reversed*assump%ons* " 1. 

Restaurants"have"no"menus"of"any"kind"

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Restaurants"give"food"away"for"free"

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Restaurants"do"serve"food"of"any"kind"

No*menu*restaurant*:* •  Chef"informs"customers"what"he" bought"that"day"(fish"etc.)." •  He"asks"cutomers"to"select"items" and"then"cooks"accordingly,"givine" the"client’s"name"to"the"prepared" meal"

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Let’s*design*a*hotel* Assump%ons* " 1. 

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Reversed*assump%ons* " 1. 

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Let’s*design*a*hotel*

Agenda*

False"Faces" " " Scamper" " " " Spli/ng"it" " " " Mood"boards"

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SUBSTITUTE* * "SubsVtute"people,"places,"procedures,"ideas"etc.:" " •  Can"the"rules"be"changed"?" •  Can"we"do"it"elsewhere?" •  What"other"approach"can"we"take"?" •  Can"we"change"a"part"?" …" * * * * Mc*Donald’s* * •  Ray"Kroc"sold"mulVmixers."Met"the"Mc"Donald’s"who"bought"eight"of"them." •  Came"in"business"with"them."Found"they"were"too"lethargic."SubsVtuted"them" with"VC’s"money"and"then"went"public" " " " " "

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COMBINE* * Combining"unrelated"ideas,"goods,"services"etc." " •  What"ideas"can"be"combined?" •  Can"we"combine"purposes?" •  Can"we"combine"materials?" •  Can"we"combine"mulVple"possible"uses?" …" * * * * Mc*Donald’s* * •  Ray"Kroc’’s"first"restaurant"was"for"Des"Plaines,"Illinois." •  Couldn’t"finance"construcVon" •  Sold"half"ownership"to"construcVon"company"in"exchange"to"building":"combining" purposes.." " " " "

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ADAPT* * Paradox:"in"order"to"be"innovaVve,"you"need"" to"know"the"others’"ideas" Greatly"important"role"of"benchmark" " •  What"else"is"like"this?" •  Does"the"past"offer"another"way?" •  What"different"context"can"I"use"it"in?" •  What"other"idea"can"I"use?" …" * * * * Mc*Donald’s* * •  Ray"Kroc’s"wanted"to"develop"but"had"no"idea" •  Turned"the"fact"that"the"McDonald’s"were"selling"hamburgers"in"paper"bags"into" the"fas_ood"business" " " " "

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Magnify* * Americans"tend"to"believe"that"bigger"is"beKer." People"oeen"perceive"objects"they"value"highly"as" being"bigger"that"the"others" " •  What"can"be"added?" •  What"can"add"extra"value"?" •  What"can"be"exaggerated?" •  What"can"be"changed"?" …" * * * * Mc*Donald’s* * •  Franchise"owners"wanted"to"expand"the"menu" •  Magnify"the"Burger":"created"the"“Big”"mac""and"added"the"rest"(Egg"McMuffin" etc.)" " " " "

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Put*other*uses* * QuesVon"what"the"product"can"be"used"for?" " •  What"else"can"this"be"used"for?" •  Are"there"any"new"ways"to"use"it?" •  What"else"could"be"made"?" •  Other"extensions,"markets?" …" * * * * Mc*Donald’s* * •  Kroc"needed"to"develop"new"sources"of"income" •  Put"McDonald’s"I"the"real"estate"business:"McDonald"would"lease"and"develop"a" site,"then"reglease"it"to"franchisees."Today":"10%"of"the"business" " " " "

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Eliminate* * Narrow"down"the"challenge"to"the"one"that"is" the"most"interesVng" " •  What"if"it"were"smaller"?" •  Can"I"divide"it?" •  Is"it"necessary?"What"is"not?" •  What"can"I"understate?" …" * * * * Mc*Donald’s* * •  Hamburger"paKy"distributors"packed"their"burgers"in"a"way"that"was"efficient," but"McDonald’s"employees"had"to"restack"them"to"keep"the"boKom"pa/es"from" ge/ng"crushed"" •  Kroc"refused"to"do"business"unless"they"shipped"fewer"burgers"in"each"stack"!" Employees"no"longer"had"to"restack" " " "

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Rearrange*/*Reverse* * CreaVvity"is"like"rearranging"things" Is"also"to"reverse"the"perspecVves" " •  What"other"arrangements"could"be"beKer?" •  Change"pace,"schedule"?" •  Can"I"reverse"the"roles?" •  What"can"be"unexpected"?" …" * * * * Mc*Donald’s* * •  Kroc"wanted"to"differenVate"from"compeVtors" •  He"rearrange"the"architecture"and".."developed"the"Golden"Arches"and"the"driveg throughs" " " " "

Thank*you*for*your*aben%on*

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