[5.1] Invention the process of discovering a principle that results in a novel/new product.

Essential idea: The protection of a novel idea of how to solve a problem is a major factor in commercial design.

Drivers for invention Task: What ‘drives’ people to invent?

personal motivation to express creativity/for personal interest scientific or technical curiosity constructive discontent desire to make money desire to help others Drivers for invention

The lone inventor An individual working outside or inside an organisation who is committed to the invention of a product

The lone inventor James Dyson- bagless vacuum cleaner Trevor Bayliss- wind up technologies Nikola Tesla - induction motors Clive Sinclair - personal computers

The lone inventor Task: What are the advantages and disadvantages of being a lone inventor? AdvantagesDisadvantages Able to take a holistic viewdifficult to work in the design departments of large companies as they are often used to setting their own targets Determined and focused on discovering a solution often becomes isolated because he/she is engrossed with ideas that imply change and are resisted by others

The lone inventor Task: Why is it becoming increasingly difficult to be a lone inventor?

The lone inventor It is becoming increasingly difficult to be a successful lone inventor because most products are now extremely complex and rely on expertise from various disciplines: Designers Production engineers Ergonomists Electronics specialists…

The Product Champion Many successful products are driven by the vision of one person, or a small group of people. These people are called “product champions”. They have: business acumen resources determination vision influence within a company can consider an invention objectively

Product Champion Versus The lone Inventor Task: Compare and Contrast the Product Champion and the Lone Inventor

Intellectual Property (IP)

is a legal term that refers to creations of the mind. Examples of intellectual property include music, literature, and other artistic works; discoveries and inventions; and words, phrases, symbols, and designs

Strategies for Protecting IP This predominantly protects ‘works of art’ or audio or written material and also applies to some software and computer programs

Strategies for Protecting IP This protects the branding of a product A trademark can be a name, word, slogan, design, symbol or other unique device that identifies a product or organisation.

Strategies for Protecting IP Service Marks protect the branding of a service

Strategies for Protecting IP Registered Designs – this protects the appearance of a product

Strategies for Protecting IP This protects the functionality of a product

The benefits of intellectual property differentiating a business from competitors allowing sale or licensing, providing an important revenue stream offering customers something new and different marketing/branding establishing a valuable asset that can be used as security for loans

First to Market The first product that creates a new market (such as the desktop computer), a product category (such as the portable computer), or a substantial subdivision of a category (such as the laptop or handheld computer).

Known as first-mover advantage By being the first to enter a new market, the business gains an advantage over its actual and potential rivals. It can capture market share without having to worry about rivals trying to capture the same customers. When the rivals do come along, first-movers have the following advantages: familiar products brand loyalty the best retail outlets up-and-running distribution systems

First to market First-mover advantage First Mover First to sell the product 47% failure rate Fast Follower Entered early but not first 8% failure rate

In 1998 Goto.com created the pay per click search engine and advertising systemGoto.com October 2000 Google offered AdWords - allowing advertisers to create text ads for placement on the Google search engine. Google is a $25 billion dollar company with most of its revenue from AdWords. Goto later known as Overture was acquired by Yahoo for $1.6 billion.

Shelved technologies Cost effectiveness The technology is available, but the cost of using it in products makes it too expensive for the consumer. Reasons why some patented technologies are shelved

Shelved technologies Social - Market not ready for change - Football goal line technology - Market perceives product as unsafe - Collision avoidance in cars - Cultural reasons - Amish beliefs around use of technology Reasons why some patented technologies are shelved

Shelved technologies Technological - The science and underpinning ideas have been developed, but technology is not resolved enough to introduce the product. eg. flexible phones Reasons why some patented technologies are shelved

Shelved technologies Timing - strategic release of products - Products are released in a strategic order. The iPad could have been released before the iPhone, but Apple didn’t want to confuse the market with new products in that order. Reasons why some patented technologies are shelved

Test Yourself Why is it becoming increasingly difficult to be a successful lone inventor? A.Lone inventors usually work by themselves B.Increasing use of CAD/CAM C.Products often include a range of technologies D.Companies spend less on R&D

Test Yourself Which statement best describes a lone inventor? A.Someone who works in a garden shed B.Someone who develops a product on their own C.Someone who gets a patent for a product on their own D.Someone who does not like working with others

Test Yourself What do the lone inventor and the product champion have in common? I.Determination II.Knowledge III. Design ability A.I and II only B.I and III only C.II and III only D.I, II and III

Test Yourself Which statement best describes a product champion? a) Someone who works in a garden shed with others b) Someone who innovates a product on their own c) Someone who has vision and drives a product forward d) Someone who likes working with others

Test Yourself What is the best statement for Patent Pending? A.A patent application not yet fully processed B.A method to protect your idea C.A form to fill in to protect your idea D.A detailed description of your idea

Test Yourself Intellectual Property is worth protecting because? I.No one can copy your ideas II.The insurance covers theft from your premises III.You can become famous IV.With exclusive rights you can make lots of money. A.i and ii only B.i, ii, and iv C.all statements D.i, and iv

Test Yourself

What does the following symbol protect? © A.A written publication B.A brand or trading image C.A particular sound D.A product’s shape

Test Yourself What does the following symbol protect? ™ A.A written publication B.A brand or trading image C.A particular sound D.A product’s shape

Test Yourself What does the following symbol protect? ® A. A written publication B. A brand or trading image C. A particular sound D. A product’s shape

Test Yourself Compare Trade Mark and Service Mark

Test Yourself What are the drivers for invention?

Test Yourself Discuss the disadvantages of being first to market?

Test Yourself List the reasons some patented technologies might be shelved?

Test Yourself List the benefits of IP