How To Apply Subtraction Technique To Call Services
How to Innovate – office three: the Subtraction technique
A supermarket without packaging materials, a vacuum cleaner without a bag, alcohol-gratuitous beer or tape that does not use glue. Once ridiculous ideas… and each one of them turned out to be hugely successful.
In this brusque blog series, I volition share some of the most powerful thinking techniques to develop new products and services. In this second commodity: the Subtraction technique.
How to employ the Subtraction technique to generate innovative new product ideas:
Step one. List the fundamental components of your product or service
Write down every component you can think of.
Step ii. Pick one component and imagine eliminating it
Remove 1 key component of your product or service. If removing the whole component doesn't work, you can also choose to remove one of the functions or features of this component. Don't exist also quick to consider removing a whole component incommunicable though, give information technology some serious consideration. In our experience, well-nigh any component can be removed, regardless of how 'essential' it may seem initially.
In some situations, removing a part tin can be even more radical than removing the component birthday. Removing a key component (east.g. beds from a hotel) or 'merely' a function (e.g. the possibility to lie down and sleep in the hotel) might seem quite like at outset. However, these different subtractions can lead to wildly different situations. In a hotel without beds, sleeping can nonetheless be an selection. For instance, yous could supercede the beds with hammocks, sleeping numberless, couches or air mattresses. When you remove the possibility to lie down and slumber, however, you are forced to await at your hotel in a completely different light. You might imagine a hotel for people who need a quiet place to work without disruptions, a party hotel or a 'dummy' hotel to railroad train hotel staff.
Footstep iii. Visualise the product or service without the key component you eliminated
Imagine what the new situation would look like. Information technology might seem crazy, but take a moment to visualise it regardless.
Footstep 4. Identify potential benefits and value
Ask yourself; what would be the benefits of this new state of affairs? Who would be interested in information technology? When would this be valuable? (Or: how can this aid me solve my problem?)
A pub without alcohol, for instance, might be interesting for people who don't drink and dislike spending their night between drunkards, for people who are trying to resist the temptation (recovering alcoholics) or for minors who are not nonetheless allowed to buy alcohol.
Footstep 5. Endeavour replacing the function
If you lot meet value in removing a component, run into if you tin can replace the function of this component. Try to detect the replacement inside reach. For case, when reimagining an anaesthesia machine, engineers imagined what it would await like without the screen they all considered essential. It would be cheaper, lighter, more mobile and information technology would require less ability. Then removing the screen clearly could be beneficial. The engineers looked for ways to replace the role of the screen (seeing the vitals of the patient) and quickly realised that they could send the patient data directly to the chief monitor that's already present in the operating room.
Pace 6. Turn your idea into a valuable new product or service
How tin can you lot realise the idea? Tin yous implement the changes directly? Or does the idea demand some tinkering to make it viable? If your idea isn't feasible right away, can you refine the idea to brand it more viable?
Some innovative examples of products that subtracted an 'essential' chemical element:
An ATM without cash
A children's book with no pictures
Tyres without air
Systematic Inventive Thinking
The Subtraction Technique is one of the creative thinking techniques that grade the basis of the innovation method called Systematic Inventive Thinking (Sit down). For more on this powerful innovation method, I highly recommend the book 'Within the box' by Drew Boyd and Jacob Goldenberg. The content of this article is largely based on this book.
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