1. 1. Customer Value What VALUES do we want? 2. REsources What RESOURCES do we have? 3. Analogy across domains Where do we look for INSPIRATION? 4. X- Variation of properties for new or improved functions What do we change, what do we GAIN? CREAX process

2. If only it were free Make it easier to use. Can I pay per use? Can I use this product on the go? Can my product make less or a better sound? Make my product biodegradable Make it beautiful it looks awful. Not strong enough. Can it be lighter, and thereby easier to transport? Can my product self-repair? Too expensive. I want the product cheaper. I want better quality. It’s too slow, I want it faster More Performance! Give me perfection Too dangerous, make it safer! The cost is too high Is this cradle to cradle, or environmentally friendly? The product can wear, can you improve the wear resistance? Product: What do customers want? 2

3. If only it were free Can it copy from nature? Who wants it? Where else can I use this process? Can I produce it environmentally friendly? Can the process be sustainable? Produce it quicker than the competitor? Can I use other materials Can I automate the production? Can I use cheaper materials? Too expensive. I want the end- product cheaper! I want it quicker! Where am I losing time? More Performance! Can I reduce labour costs? Quicker, more, but safer! What can be automated? Can I save on production cost? Process: What do customers want? 3