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1Bisociation Innovation in Jonathan Weaver & Darrell Kleinke University of Detroit Mercy ME Department & IIA

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Presentation on theme: "1Bisociation Innovation in Jonathan Weaver & Darrell Kleinke University of Detroit Mercy ME Department & IIA"— Presentation transcript:

1 1Bisociation Innovation in Jonathan Weaver & Darrell Kleinke University of Detroit Mercy ME Department & IIA

2 2Bisociation Reference The bisociation exercise was derived mainly from: The Big Book of Creativity: Quick, Fun Activities for Jumpstarting Innovation by Robert Epstein

3 3Bisociation Survey: Question 1 Open up the survey and get ready for Question 1

4 4Bisociation Can You Help Save Our Hat Company? Source:

5 5Bisociation Survey: Question 1 Three minutes to list your ideas to save our hat company

6 6Bisociation Survey: Questions 2 & 3 Now complete Questions 2 and 3 –How many ideas are on your list? –What’s your ‘best’ idea?

7 7Bisociation What is Bisociation? Bisociation is a term coined by author Arthur Koestler in his book The Act of Creation Bisociation involves connecting of two seemingly unrelated things (forced association) A similar concept is purveyed in Tom Kelley’s Ten Faces of Innovation in the Cross-Pollinator discussion Can be an effective entrepreneurial approach in product creation

8 8Bisociation Bisociation Examples Retail sale of computers + mail order

9 9Bisociation Bisociation Examples Retail sale of computers + mail order –Dell Computers (Michael Dell) Auction + web

10 10Bisociation Bisociation Examples Retail sale of computers + mail order –Dell Computers (Michael Dell) Auction + web –Ebay (Pierre Omidyar) Bookstore + web

11 11Bisociation Bisociation Examples Retail sale of computers + mail order –Dell Computers (Michael Dell) Auction + web –Ebay (Pierre Omidyar) Bookstore + web –Amazon.com (Jeff Bezos) Horse carriage + steam engine

12 12Bisociation Bisociation Examples Retail sale of computers + mail order –Dell Computers (Michael Dell) Auction + web –Ebay (Pierre Omidyar) Bookstore + web –Amazon.com (Jeff Bezos) Horse carriage + steam engine –Car/train (debatable as to who was first) Circus + theatre

13 13Bisociation Bisociation Examples Retail sale of computers + mail order –Dell Computers (Michael Dell) Auction + web –Ebay (Pierre Omidyar) Bookstore + web –Amazon.com (Jeff Bezos) Horse carriage + steam engine –Car/train (debatable as to who was first) Circus + theatre –Cirque du Soleil (a group of street performers in 1984)

14 14Bisociation More Bisociation Examples Wine press + coin punch

15 15Bisociation More Bisociation Examples Wine press + coin punch –Printing press (Gutenberg) Rubber + waffle iron

16 16Bisociation More Bisociation Examples Wine press + coin punch –Printing press (Gutenberg) Rubber + waffle iron –Sole for Nike shoe (Bill Bowerman) Music + wine

17 17Bisociation More Bisociation Examples Wine press + coin punch –Printing press (Gutenberg) Rubber + waffle iron –Sole for Nike shoe (Bill Bowerman) Music + wine –Wines That Rock (Ron Roy) Stuffed animal + web game

18 18Bisociation More Bisociation Examples Wine press + coin punch –Printing press (Gutenberg) Rubber + waffle iron –Sole for Nike shoe (Bill Bowerman) Music + wine –Wines That Rock (Ron Roy) Stuffed animal + web game –Webkinz (Ganz) Crayons + tires

19 19Bisociation More Bisociation Examples Wine press + coin punch –Printing press (Gutenberg) Rubber + waffle iron –Sole for Nike shoe (Bill Bowerman) Music + wine –Wines That Rock (Ron Roy) Stuffed animal + web game –Webkinz (Ganz) Crayons + tires –First black tires (Goodrich Company) Spokes box + aircraft wing

20 20Bisociation More Bisociation Examples Wine press + coin punch –Printing press (Gutenberg) Rubber + waffle iron –Sole for Nike shoe (Bill Bowerman) Music + wine –Wines That Rock (Ron Roy) Stuffed animal + web game –Webkinz (Ganz) Crayons + tires –First black tires (Goodrich Company) Spokes box + aircraft wing –Warpable airplane wing (Wright Brothers)

21 21Bisociation Steel bird cage + heavy book More Bisociation Examples

22 22Bisociation Steel bird cage + heavy book More Bisociation Examples Source: en.wikipedia.org/wiki/Home_Insurance_Building

23 23Bisociation Steel bird cage + heavy book –Steel framed skyscraper (William LeBaron Jenney) More Bisociation Examples Source: en.wikipedia.org/wiki/Home_Insurance_Building

24 24Bisociation Modern Steel Framed Skyscrapers

25 25Bisociation Skyscraper + cigarettes More Bisociation Examples

26 26Bisociation Skyscraper + cigarettes More Bisociation Examples Source:

27 27Bisociation Skyscraper + cigarettes More Bisociation Examples Source:

28 28Bisociation Skyscraper + cigarettes –Sears (Now Willis) Tower (Skidmore, Owings or Merrill) More Bisociation Examples Source:

29 29Bisociation Ship + railway More Bisociation Examples

30 30Bisociation Ship + railway More Bisociation Examples Source:

31 31Bisociation Ship + railway –Ship Railway (James Eads) and Ronquiéres in Belgium More Bisociation Examples Source: Source:

32 32Bisociation Pizza cutter + scissors Still More Bisociation Examples

33 33Bisociation Pizza cutter + scissors Still More Bisociation Examples Source:

34 34Bisociation Bisociation Example Source:

35 35Bisociation Bisociation Example Source:

36 36Bisociation Bisociation Example: Balcony + Pool Source:

37 37Bisociation Bisociation Example: Ship + Kite Source:

38 38Bisociation Bisociation Example: Sundial + Bridge Source: on

39 39Bisociation Even More Bisociation Examples Folding chair + shopping –Shopping cart (Sylvan Goldman) Source: shopping-trolley.html

40 40Bisociation Even More Bisociation Examples Carwash + shopping –Cartwash (Chevy Chase Supermarket, MD) Poison + anti-aging –Botox (Jean Carruthers) Source :

41 41Bisociation Let’s Try Bisociation: Think About Insects Source:

42 42Bisociation Now Think of New Ideas for Hats by Thinking About Insects (Complete Survey Question 4 in 3 mins) Source: /2010/10/29/tweet-tweet/lots-of- hats/ += ? Source: photodisk/insects_psd.html

43 43Bisociation Survey: Question 5 How many ideas were on the list you just created?

44 44Bisociation Survey: Question 6 How many ideas on the list just created are new – in other words – were not on your original list of ideas?

45 45Bisociation Survey: Question 7 What is your best idea from either list?

46 46Bisociation Survey: Question 8 When did you get your best idea? –It was on the initial list –It came during bisociation

47 47Bisociation Abstract of Patent US A personal electronic insect repelling device is provided by the invention. An electronic circuit supported to the underside of a brim of a hat produces a sonic signal directed towards the body of a person wearing the hat. … Source:

48 48Bisociation Bisociation Exercise: Discussion Did you feel your thinking change when you paired a product (like hats) with an unlikely topic (like insects)? Do you routinely think about odd topics when working on a problem? Could this be a valuable technique? Do you see value in increasing your knowledge in areas well outside of your current expertise to improve your creativity? Envisioning subtle connections between things that are invisible to others is at the heart of innovation. To become more effective at this, be a better, more detailed observer of everything around you.

49 49Bisociation More Information on Bisociation Thinkertoys has a Chapter entitled Brutethink with more information about using random stimulation Thinkertoys also provides a list of potentially useful words (mixture of nouns and verbs)

50 50Bisociation Other Creative Connections Seeds of Innovation by Elaine Dundon suggests the following stimuli for twisting ideas: “ Add a step, eliminate a step, rearrange the steps, outsource a step, add an ingredient, change an ingredient, combine ingredients, make it bigger, make it smaller, make it more expensive, make it less expensive, change the state, change the shape, put some fun in it, divide it, find other uses, find other customers, improve the quality, decrease the quality, make it easier, make it more complicated, align with another product, align with another service, license, find new distribution, substitute materials, combine other processes, make it educational, speed up, slow down, add sound, add motion, add texture, change packaging, automate parts, de-automate parts, standardize, accessorize, make it more extreme, make it less extreme, separate, make it self service, bundle with others,. Make it more reliable, change color”


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