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Innovative thinking in new product/service development

How to apply structured thinking when trying to construct breakthrough ideas for new products, services and solutions

Surprising as it may sound, nearly 70% of ideas for innovative new products/services are based on recurring patterns of thinking. Which means that underneath the obvious surface, these apparently unique creative ideas share traceable thinking paths. Paths which when decoded and mastered, can be translated into structured creative and inventive thinking tools, geared to empower new product/service development. Helping reveal new forms, formats, functions and possibilities invisible to the mind.



Enlarging the scope of creative thinking into the realms of NPD


Understanding the principles of inventive thinking


Understanding the “Function Follows Form” process in innovation: moving beyond the dependency on consumers and technology as the sole sources of innovation


Supplying specific ways of looking at a given system from new perspectives, thus enabling innovative unconventional solutions


Disrupting Fixedness by creating a new connection between variables of a system which were never connected before


Disrupting Functional Fixedness by breaking a system into resources and imagining the creative potential of using an existing resource in an unexpected manner


Disrupting Structural Fixedness by breaking a system into components and imagining the creative potential of using a component in a new unexpected alternative placement


Innovating by sabotaging/removing rather than adding/refining


Replicating a known practice from its conventional environment to a new unexpected environment, thereby providing a surprising solution


Generating a creative translation of an abstract/complicated data input into a clear/relatable creative output


Cultivating inventive thinking assets based on a solid rational

Designed for

Agency training: a mixed group of disciplines. Mainly creatives, but also planners, accounts, media, PR, etc. from different levels of experience and seniority. Brand training:managers, product managers, advertising managers, PR managers, etc. from different levels of experience and seniority.
Joint client-agency training: both

Duration : 2 days