Poor Genrich Altshuller was an ingenious genius, engineer, scientist, journalist, and writer. But he was jailed in a Soviet gulag for “innovator’s sabotage.” Whereas there, he created a brand new strategy for reaching a breakthrough perspective on difficult issues, the TRIZ Technique. Actually. And we will completely use these classes as we speak.
In my e-book Costovation, I lay out a approach to leverage what Altshuller developed (his precise strategy was maddeningly advanced, 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 possibly can ask to research and reimagine your brand-business:
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1. Look at Your Trade From Afar
– Record out 15-20 assumptions you’ve had. What would occur if every was suspended?
– Suppose by way of how your product or business bought to the place it’s as we speak. What assumptions turned baked-in that will now not be true?
– Take into consideration the purchasers you hate as a result of it’s so onerous to earn a living from them. What are they actually in search of? What don’t they care about?
– If you happen to needed to create your online business from scratch, what would you do in another way?
– How does your business function in another way in different nations? Why?
2. Research Your Providing Via A Microscope
– What would occur should you eradicated 90% of the options? Is there a buyer sort 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 elements of your providing usually get ignored? Why? May they change into a spotlight, or be eradicated?
3. Look Via The Buyer’s Eyes
– Map out the shopper’s total journey, together with earlier than and after they work together together with your providing. The place are their frustrations, and what will get in the best way of consumption?
– Take into consideration the complete lifetime of your providing, together with areas like customer support. The place may you modify a price into a bonus?
– Do your prospects use your providing in unintentional methods? Why? What are they actually in search of?
4. Reframe The Method You Look At Prospects
– If you happen to get caught, reframe the issue.
5. Rethink Your Method To The Worth Chain
– What does every step and celebration 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. Yow will discover rather more on these ideas in his e-book Costovation.
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