Creativity in Product Innovation describes a remarkable new technique for improving the creativity process in product design.
Certain 'regularities' in product development are identifiable, objectively verifiable and consistent for almost any kind of product. These regularities are described by the authors as 'Creativity Templates.' This book describes the theory and implementation of these Templates, showing how they can be used to channel the ideation process and thus enable people to be more productive and focused.
Representing the culmination of years of research on the topic of creativity in marketing, the Creativity Templates approach has been recognized as a breakthrough in such journals as Science, The Journal of Marketing Research, Management Science and Technological Forecasting and Social Change. It has been successfully implemented through workshops in international companies including philips Consumer Electronics, Ford Motor Co., Ogilvy & Mather Worldwide, Kodak, Coca-Cola and many others.
Part 1 Theoretical framework
1. Codes of Product Evolution-a Source for ideation
2. Revisiting the View of Creativity
3. A Critical Review of Popular Creativity-enhancement Methods
Part 2 The Creativity Templates
4. The Attribute Dependency Template
5. The Forecasting Matrix
6. The Replacement Template
7. The Displacement Template
8. The Component Control Template
Part 3 A closer look at Templates
9. Templates in Advertising
10. Further Background to the Template Theory
Part 4 Validation of the Templates theory
11. Demarcating the Creativity Templates
12. The Primacy of Templates in Success and Failure of Products