Poor Genrich Altshuller was an creative genius, engineer, scientist, journalist, and creator. But he was jailed in a Soviet gulag for “innovator’s sabotage.” Whereas there, he created a brand new method for attaining a breakthrough perspective on difficult issues, the TRIZ Methodology. Actually. And we will completely use these classes in the present day.
In my e book Costovation, I lay out a approach to leverage what Altshuller developed (his precise method was maddeningly complicated, though, in equity, he could by no means have anticipated for it – or himself – to see the sunshine of day). Primarily based partly on his work, I like to recommend 5 issues you are able to do and questions you may ask to research and reimagine your brand-business:
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1. Study Your Business From Afar
– Checklist out 15-20 assumptions you’ve had. What would occur if every was suspended?
– Assume by way of how your product or trade bought to the place it’s in the present day. What assumptions grew to become baked-in that will now not be true?
– Take into consideration the shoppers you hate as a result of it’s so onerous to earn money from them. What are they actually on the lookout for? What don’t they care about?
– In the event you needed to create your enterprise from scratch, what would you do otherwise?
– How does your trade function otherwise in different international locations? Why?
2. Research Your Providing By A Microscope
– What would occur for those who eradicated 90% of the options? Is there a buyer kind that will nonetheless need it? How inexpensively may you serve them?
– Are you able to divide your providing into modules? What are the professionals and cons?
– What features of your providing usually get ignored? Why? Might they turn into a spotlight, or be eradicated?
3. Look By The Buyer’s Eyes
– Map out the client’s whole journey, together with earlier than and after they work together along with your providing. The place are their frustrations, and what will get in the way in which of consumption?
– Take into consideration the complete lifetime of your providing, together with areas like customer support. The place may you alter a price into a bonus?
– Do your prospects use your providing in unintentional methods? Why? What are they actually on the lookout for?
4. Reframe The Approach You Look At Prospects
– In the event you get caught, reframe the issue.
5. Rethink Your Method To The Worth Chain
– What does every step and social gathering do? Do they create additional work for different events? In the event that they’re extra environment friendly or efficient at a sure step, why is that so?
Parting knowledge from Genrich Altshuller: “Inventing is the decision of technical contradictions.”
Contributed to Branding Technique Insider by Steve Wunker. You could find rather more on these ideas in his e book Costovation.
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