About the course
Successful companies, such as Kraft, Shell, BASF, Nestle, Amdocs, Johnson & Johnson and many others employ the Systematic Inventive Thinking (SIT) methodology to solve key business challenges, achieve extraordinary results in product development, and rapidly innovate.
In this course, you will explore the SIT methodology, one of the most popular and well-known methodologies for innovation whose foundation evolves from a key principle that inventive solutions share common patterns. Further, you will learn how to extract these patterns using the five thinking tools: Subtraction, Multiplication, Division, Task Unification and Attribute Dependency. Applying these five systematic thinking tools during the process of product development will help you identify new ideas, solutions, and products or define new needs for a particular product.
Systematic Inventive Thinking approach begins by studying an existing product and its features. The approach focuses on the notion that function follows form, where the likely success and production viability is evaluated after visualizing the improved product. By focusing on the core principles of SIT, you can significantly improve your product development pipeline and create a culture of innovation within your teams and organization.
Emeritus and Columbia Business School Executive Education
Columbia Business School Executive Education is collaborating with online education provider Emeritus to offer a portfolio of high-impact online programs. These programs leverage Columbia’s thought leadership in management practice developed over years of research, teaching, and practice. By collaborating with Emeritus, we are able to broaden access beyond our on-campus offerings in a collaborative and engaging format that stays true to the quality of Columbia Business School Executive Education.
Module 1 - Introduction to Creativity
Being creative in product development means to go deep inside the environment of the product. Rather than think “outside of the box”, learn the highly efficient “inside the box” approach to creativity. * Creative Forum Videos * What is Creativity? * Where Do Ideas Come From?
Module 2 - Product Development – Changing Your Mindset: An Introduction to Fixedness
Understand the different types of fixedness’ encountered when developing a product and how to overcome these biases. Learn about the cognitive bias that limits a person from considering other structures or forms than what they are used to. Explore how our minds block out new configurations of components or elements of our products. Learn about the cognitive bias which restricts a person to using a product only in the way it has been utilized traditionally. Understand the way our minds often keep us from seeing new uses for the components in our products. * Introduction to Fixedness * What is Structural Fixedness? * What is Functional Fixedness? Examples discussed: – NFL Vase Kicking – Functional Fixedness * Resistance – Resistance Examples
Module 3 - Tool for Generating Product Ideas
Learn new ways to transform the way your team conducts brainstorming sessions for product development. Learn to spur creative thinking by using constraints or boundary conditions related to resources, budgets or time. Understand how you can use constraints to spur creativity when developing products. Experiment with designing an ECG machine for an emerging market, to see the power of constraints in harnessing creative ideas. Learn how Ratan Tata was able to reverse engineer the world’s cheapest car. * Effective Innovation * Training * Team Sport Innovation * Innovation Team * Constraints: The Source of Creativity * Constraint Types * Emerging Markets Constraint * Designing an ECG Machine – Constraints Applied: ECG Machine – Discussion: Constraints in Hospital Technology * Designing the TATA Nano – Constraints Applied: Tata Nano – Engaging Leaders (CBS): Ratan Tata
- Using Conceptual Thinking to Aid in Brainstorming: Chicken Eating Vegetables
- Visualization Applied: Car Jack for Older People
Module 4 - Researching Creative Ideas to Turn Patterns into Tools and Understanding the Process of Product Development Using the Function Follows Form Approach
Learn how truly creative ideas evolve from previous ideas and how we use the patterns we see to develop products that can help us stay ahead of the market. Further, learn a simple, systematic method for bringing interesting solutions out of ill-defined problems when developing products. * Senior Team * Innovation With Strategy * Get the Pipeline Moving * More Options * Winners or Losers * Templates: How Successful Ideas Evolve into Products * Turning Patterns Into Tools * Function Follow Form: Solving III-Defined Problems * Creating Serendipitous Mistakes * Function Follow Form: Working Process * Discussion: Finding Benefits in Strange Ideas
- Finding the Pattern in Ads – Identify some of the deep structures and patterns that successful marketers use to get their message across.
Module 5 - Product Development Using Subtraction Templates
Understand how removing features during product development sometimes surprisingly results in adding value. Explore how to replace a missing element with something from the environment of the product itself. Apply the tool of subtraction. * Subtractions Applied – Products – Services and More Products * Subtraction Case: Sedasys * Subtraction: Taking Away to Generate Value * Subtraction With Replacement * Subtraction Cases: Following the Method * Discussion: Full and Partial Subtraction
- Apply the subtraction template to a product or service.
Module 6 - Product Development Using the Task Unification Template
Learn how to piggyback off current resources, when developing a product and to capture new value. * Task Unifications Applied – Communications – Products – Don’t Drink and Drive * Discussion: – How would you use task unification to communicate something in your organization?
- Apply the task unification template to a product or service
Module 7 - Product Development Using the Division Template
Learn how to divide product and process functions in time and space to gain additional value. * Division Applied – Products – Processes * Discussion: Applying Division * Advice for Companies * How to Start * Final Advice
- Collect Examples of Templates in Action
Module 8 - The Importance of Creativity and Overcoming Barriers to Creativity
Learn about the significant value that creativity provides organizations in real terms of costs and future growth. Explore the impact of creative personal traits and fixed & growth mindsets on an individual’s motivation to develop creative ideas for products. Evaluate the power of experimentation, autonomy, diverse teams and rewards structures to help organizations stimulate innovation and creativity for product development.
- Our Need for Creativity
- How Can We Learn to Generate Creative Ideas
- Discussion: Generating Creative Ideas for Products (3 Components)
- Innovation: Implementing Creative Ideas for Products
- Overcoming Barriers to Creativity (Creative CORE)
- Generating Creative Ideas for Products (3 Necessary Components)
- Individual Motivation and Creativity
- Cultivating Motivation: Fixed and Growth Mindsets
- Discussion: Applying the Creative CORE to Organizations
- Four Principles for Organizations to Overcome Barriers
- Next Steps to Developing Innovative Ideas for Products
- Discussion: Barriers to Organizational Innovation
Jacob Goldenberg is a professor of Marketing at the School of Business Administration in the Hebrew University of Jerusalem, and a visiting professor in the Columbia business school and in IDC. He received his Ph.D. from the Hebrew University of Jerusalem in a joint program of the School of Busin...
Biography Gita V. Johar (PhD NYU 1993; MBA Indian Institute of Management Calcutta 1985) has been on the faculty of Columbia Business School since 1992 and is currently the Meyer Feldberg Professor of Business. She served as the school’s Senior Vice Dean from 2011 to 2014, as the inaugural Vice D...
Yoni is a Partner at SIT and SVP Business Development. Since 2001, he has pioneered the strategic development of the SIT approach with multinationals helping them achieve breakthrough results while developing an organizational culture of innovation. He combines a profound academic knowledge of th...
Drew Boyd is a global leader in creativity and innovation who guides teams, global businesses and governments to deliver breakthrough results. He also serves as the executive director of the Master of Science in Marketing program and associate professor of Marketing and Innovation at the Universi...
Videos and materials
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