The Sixth TRIZ Symposium in Japan

USAGE OF TRIZ FOR PRODUCT PLANNING-Build Up “Innovation-Oriented TRIZ”September 9th, 2010
Department of Business Design Management
Graduate School of Creative Science and Engineering
WASEDA University
Dr. Manabu Sawaguchi© Manabu Sawaguchi

1

“Strengths And Weaknessesof Japanese Manufacturers”
Where is Direction for Growing
Japanese Companies in the Future?

© Manabu Sawaguchi

21.Features of Japanese Manufacturers -through Questionnaire Survey
Ques. survey (sample:145)＝participants at MOT seminar 82＋ participant at pan-industry social event:63[Base Attribute]© Manabu Sawaguchi

3

[Q1] About Current Challenges At Your Company (Respondents Are 95, But Partly 92,94)
1: very low appraisal 2: low appraisal 3:average 4:high appraisal© Manabu Sawaguchi

5:very high appraisal

4

Highly Evaluated (Best 3)

Not evaluated highly (worst3)

Brand Image

3.41

Structure Of New Product
Planning Stage

2.58

Capability Of Quality
Management

3.39

Innovation Power

2.69

Product Development And
R&D Capability

3.28

Availability Of Education For
Engineers

2.76

The Score Difference Between The best 3 And Worst 3 Differs Significantly (Level Of Significance:0.01)
Through Statistical Hypothesis Testing.

Consideration regarding [Q1]
contribution
Companies are confidence of “Brand
Image (Best1)”

They are confidence of “PD andR&D capability(Best3)” tooon theother sideof thecoin

Capability of Quality Management(Best2)
Structure Of Manufacturing Stage （Best４)

They are “Advantages” at Japanese Manufacturers
Japanese Manufacturers are confidence in applied
technologies for commercialization of productIt’s Very Important To Solve This GAP.

Very Low Appraisal To “The Structure Of New Product Planning Stage (Worst 1) =Most Important challenge!
© Manabu Sawaguchi

5[Q2]Question About Diagram Of “Cause –Effect Relationship” Regarding Each
Challenge Showing at [Q1] :Utilization of ISM (Interpretive Structural Modeling)
MethodUtilization Of ISM Method
X

←

Y

1

1.P D And R&D Capability

2

3

4

5

6

7

8

9

10

11

35

45

24

11

58

65

23

22

50

73

36

19

10

22

67

77

19

30

14

32

11

36

60

75

21

28

27

6

29

57

79

40

15

16

49

11

4

9

9

53

32

11

20

24

53

26

36

39

37

22

28

20

33

27

2.Capability Of QM

52

3.Capability Of CR

57

49

4.Time For Delivery

50

30

17

5.Brand Image

55

71

22

30

6.Structure Of NPP Stage

49

14

21

20

39

7.Structure Of PD& Design Stage

56

33

32

28

7

47

8.Structure Of M Stage

46

51

41

41

3

17

42

9.Utilization of IT skill At R&D
10.Availability Of Education(Eng)
11.Innovation Power

17

11

14

31

5

17

30

12

43

24

14

7

9

21

34

11

28

61

25

21

13

26

41

31

16

22

We hypothesize that number of “1” on each grid at11*11matrix(This matrix consist of 110 grid according to permutation) abide bynormal distribution. To put it another way, the score on the grid in
ranging “m+σ” ranking in the top 15.8 % of all (normal
distribution) should be defined as “1” on ISM Matrix. Consequently ,score “50” is threshold level to define as “1” on ISM Matrix in thiscase.
© Manabu Sawaguchi

37
55

Mean Value

31.6

Standard Deviation

18.2

(ｍ＋σ)

49.7

threshold level todefine as “1”50
6

Diagram Of “Cause –Effect Relationship” Regarding Challenges :Utilization of ISM
Method
4.Time For Delivery

3.Capability Of CR

5.Brand Image
9.Utilization of IT skill At
R&D

6.Structure Of NP Planning Stage
2.Capability Of QM

8.Structure Of M Stage

7.Structure Of PD& DesignStage

1.P D And R&D Capability

11.Innovation Power

10.Availability Of Education For Engineering

Two way arrow© Manabu Sawaguchi

One way arrow7Speculations About[ Q2] (Diagram Of “Cause –Effect Relationship)
Relationship
1)Companies having confidence about QM are sure of their own Brand Image
Capability Of QM (Best2:3.39)

Brand Image(Best1：3.41)

2)PD And R&D Capability contributes to both advancement of Quality and establishment of
their own Brand Image.
P D And R&D Capability(Best3：3.28)

Capability Of QM (Best2:3.39)

Brand Image(Best1：3.41)
3)Low score of Innovation Power is not related to bad image of Brand yet.
Innovation Power(Wrost2：2.69)

Brand Image(Best1：3.41)

Do you think “Quality-oriented Kaizen Activities” always create “Brand Value”?
Don’t you think Companies having Innovation power recently are getting “New Brand
Value “. How do Japanese Companies get “New Brand Value” from now ?
Is it OK? No problem?
© Manabu Sawaguchi

84)Although Utilization of IT skill is not low score, it is isolated from other challenges.
？

Utilization of IT skill At R&D (3.08)？

IT( is related to Power of content development ) >>>>New convenience and newvalue creation >>>>iPod and Wii appeared in new market place5) Education System For Engineers might be “Bottleneck” to facilitate Innovation Power if
we don’t improve availability of “ESE”.
“ESE“ is bottom cause of most challenges. Therefore , “Systematic MOT-Education
Programs” meeting the needs of the times are required to develop as soon as possible.

P D And R&D Capability(Best3：3.28)
Availability Of Education For
Engineering(Worst3:2.76 )Innovation Power(Wrost2：2.69)

Structure Of NP Planning Stage(Wrost1:2.58)© Manabu Sawaguchi

9[Q3]About Management Techniques Mainly Utilized (multiple answers allowed)and
Well-Established Management Technique© Manabu Sawaguchi

10Speculations About[ Q3](Management Techniques Mainly Utilized)
Management Techniques Mainly Utilized

Well-Established Management Techniques

Best１：QC：77 Respondents

Best1：QC(31/77=About40％)

Best2：VE：38 Respondents

Best2：IE(5/18=About28％)

Best3：FTA/FMEA：36 Respondents

Best3：VE(10/38=About26％)

Best4：Taguchi Method：27 Respondents

Best3：QFD(5/19=About26％)

Utilization of QC is outstanding among other management techniques’ utilization.
Moreover, QC is a distinguished management technique from the viewpoint of wellestablished management technique. Because of this factor, we accept the situation that
“Capability of Quality Management” is relatively high score(Best2) in Japan.
VE is one of management techniques mainly utilized too. This result might show oneof cost reduction activities in Japan.

© Manabu Sawaguchi

11

[Q4] About Creative Techniques Mainly Utilized (multiple answers allowed) and WellEstablished Creative Technique© Manabu Sawaguchi

12Speculations About [Q4](Management Techniques Mainly Utilized)
Creative Techniques Mainly Utilized

Well-Established Creative Techniques

Best１:Brain Storming: 118 Respondents

Best1：Brain
Storming(46/118=About39％)

Best2： Checklist ：51Respondents
Best3： KJ Method (Affinity
diagramming ): 35Respondents*Best2 and below are too low score .
Therefore, we skip to write here

Utilization of Brain Storming is outstanding among other creative techniques’ utilization.
Moreover, Brain Storming is a distinguished creative technique from the viewpoint of wellestablished creative technique.
To put it the other way around, other creative techniques except Brain Storming are notutilized very much.

© Manabu Sawaguchi

13

General Speculations (Hypothesis)1)At one time (1960 to1980’s) : Age of “Kaizen Activities” based on“Catch Up Strategies “>>>Mainly focus on “Education for Engineers” with sense of “Kaizen”
to reduce “Mura(unevenness),Muri(burden) and Muda(wastefulness)”at downstream stage (manufacturing, manufacturing technique, quality
management and so on) by SQC, TQM and so on)>>> Japanesecompanies have self-confidence against challenges at downstream stage .

2)At the present :Age of” Problem-solving” at upstream stage (R&D,
new product planning, development &design and so on) based on“Front runner strategies” >>> Japanese companies have to organize“Education for Innovative Engineers” as soon as possible , improving“Innovation power with creativity”.

© Manabu Sawaguchi

14

2.The World’s 10 Most Innovative Companies and Japanesecompany’s competing power

The World’s 10 Most Innovative Companies(2007)

Company

HQ
Country

Revenue
Growth(2004-2007)(in %)

MarginGrowth(2004-2007)( in %)

Stock
Returns(20042007)(in %)

Most Known for
its Innovative...
(% who think so)

1. APPLE

USA

47

69

83

Products (52%)

2. GOOGLE

USA

73

5

53

CustomerExperience(26%)

3. TOYOTA

Japan

12

1

15

Processes (36%)

4.GE

USA

9

1

3

Processes (43%)

5. MICROSOFT

USA

16

8

12

Products (26%)

6. TATA GROUP

India

PrivatePrivatePrivateProducts (58%)

7. NINTENDO

Japan

37

4

77

Products (63%)

8.P＆G

USA

16

4

12

Processes (30%)

9. SONY

Japan

8

13

17

Products (56%)

10. NOKIA

Finland20

2

35

Products (56%)© Manabu Sawaguchi

15

IMD World Competiveness Year Book(2008 ver.)Object countries /regions for evaluation>>> 55

IMD(Swiss)
Japan

USA

U.K

Germany

FranceChina

Taiwan

Korea

India

1st rank

Total ranking

22

1

21

16

25

17

17

31

29

USA

1)Economic
situation

29

1

16

6

13

2

21

47

18

USA

2)Efficiency ofGovernment

39

18

24

26

45

12

16

37

23

Singapore

3)Efficiency ofBusiness

24

3

19

28

35

33

10

36

20

Hong Kong

4)Infrastructure

4

1

20

6

11

31

17

21

49

USA

Scientific Infra.

2

1

13

3

12

10

4

5

29

USA

Technological
Infra.

16

1

12

6

19

32

5

14

41

USA

Japan 22nd (2008) >>> 17th(2009) >>> 27th(2010)
USA 1st (2008) >>> 1st (2009) >>>3rd(2010)
China 17th (2008) >>>20th(2009) >>>18th(2010)
Korea 31th(2008) >>>27th(2009) >>>23rd(2010)© Manabu Sawaguchi

16

3.Trace The History of Expected Engineers
High economic growth
period 1960‐1972

After bubble
economy burst
1991～1995

Stable‐growth
period 1973‐1990

Present
1996～

Near future‐2020

Field-Oriented Engineer*Adjust Design Quality To Manufacturing Quality*Realize Higher Reliability (No failure)

Evolution Of Technologies
1stGeneration

Evolution Of Technologies

Cost-Conscious Engineer*Focus On Cost-EffectivenessTechnology Tradition

Evolution Of Technologies

Customer-Oriented Engineer*Design Highly-Valued Product For Customer

2nd
Generation

Environmental-Conscious Engineer*Design Environment-Conscious Product (Focus On 3R)

Evolution Of Technologies

Technology Tradition

Future-Oriented Engineer
3rd
Generation*Find Common Ground Between Society And Technology*Posses Future Visions*Predict Future Risks and Prevent them

© Manabu Sawaguchi

17

4.An Engineer's Evolution And Innovation【 Field‐Oriented Engineer 】

1stGeneration

Technological Advances【 Cost‐Conscious Engineer 】

Improvement
Technology Tradition

Technological Advances【 Customer‐Oriented Engineer 】

2nd
Generation

Technological Advances【 Environmental‐Conscious Engineer 】
Technology Tradition

3rd
Generation

Technological Advances【 Future‐Oriented Engineer 】© Manabu Sawaguchi

Innovation

18

Turning Point
in society

Required Engineers

High economic
growth1960’s -1972

Field‐Oriented Engineer

Main Activity
・Industrial Engineering

・Value Engineering
・Taguchi (Design for
Stabilization of Quality).

Cost‐Conscious Engineer

・Quality Function Deployment

After bubble
economy burst
1991-1995

Customer‐Oriented Engineer

・Customer Satisfaction Activities

Present
1996-

Environmental‐Conscious Engineer

・3R Activities for Environment

Near Future-2020

・Environmental Assessment .

Future‐Oriented Engineer

・R&D Activities for New
Generation Product・Risk Management for near
future© Manabu Sawaguchi

Radical Innovation

Stable‐growth
1973-1990

Improvement

・Quality Control etc.

19

5.What is “Innovation”!?
45 Respondents are engineers working at Japanese manufactures in first section market.
We wrote down their opinions about “Innovation” on each Post-it and tried to organize their opinions by utilizing
KJ method( affinity diagram).

Focus On New Markets With
New Technologies !?

Focus On New Markets With
Existing Technologies !?

Personal skills

Gradual Innovation (Improvement)
Individual passion

Something of high value added

Development ofTechnologies and R&D

Organizations
Impact formarkets &customers

Impact for Society

Development of IT© Manabu Sawaguchi

20

6.Basic Process of Ideal New Product Development
Planning Stage: Technology prediction with MarketingFirst Phase
proceedAnalysis of Object System and Definition of Direction about Future to

In order to make highly-valued
scenarios ,they have to Utilize their coretechnologies.

＜Future Prediction Activities ＞

Creating scenarios focusing on near future
Viewpoint of technical, evolution systematic approach, S-curve analysis

Second phase

Designing

new product planning focusing on near future＜New Product Planning Activities＞

They have to design highly‐valued new
product planning based on scenarios

Designing new product planning
Viewpoint of marketing, social analysis, Customer analysis© Manabu Sawaguchi

21

Development Stage: Design to Cost with Solution of Technical Contradiction

Third Phase

Embodiment of new product plan

＜Development and Designing Activities＞

Designing Basic concept of New productViewpoint of problem solving

Idea generation, embodiment evaluation© Manabu Sawaguchi

22

“Systematic Innovation”
A proposal of New Product Planning-oriented
TRIZ© Manabu Sawaguchi

23

7.Survey about Innovation Regarding “Big Hits 10”
Surveyed “Best 10 Big Hits(from 2000 to 2008) are selected from “Nikkei Trendy “ based on somecriteria we defined.
Respondents are 168 (male 87, female :81) students, mainly first-year student, participated at lesson
about “ Technology and Management “at SANNO university in 2009.
Other respondents are 28 (male 27, female:1) businessperson participated at pan-industry social eventand other MOT seminars in2009

Surveyed “Best 10 Big Hits”
1. Wii (Wii and its soft wares)

2. i Pod(A series of iPod including iPhone 3G)
3. DS (DS and its soft wares)
4. Blu-ray Disc
5. Cross walker in Wacoal
6.E-money(Electronic money based on card typein Japan )7.Functional tea (For examples:Healthya green 8. Zero drink(Beverages based on “Zerotea developed by “Kao” and Black oolong tea concept ” like zero calorie or non-alcohol)
developed by Suntory in Japan)
9. New wash-dryer(Drum typed washer-dryer) 10. “UNIQLO” in Japan (Pioneer of SPA)

© Manabu Sawaguchi

24

[Q1] Select new products bringing “Innovation” into reality(multiple answers allowed)
Total number of selected products are 620(Male: 315, Female selection: 305)

Result of statistical ratio test : show a significant difference (level of significance 0.01％)© Manabu Sawaguchi

show no significant difference25

[Q1] Select new products bringing “Innovation” into reality(multiple answers allowed)
By gender
Male Student(82)Female Student(78)Result of statistical ratio test : show a significant difference (level of significance 0.01％)© Manabu Sawaguchi

show no significant difference26

[Q2] Select a new product as the most innovative one (only one number allowed).
Total numbers of selected product are 160(Male: 82, Female: 78)

Result of statistical ratio test : show a significant difference (level of significance 0.01％)© Manabu Sawaguchi

27

[Q2] Select a new product as the most innovative one (only one number allowed).
By gender
Total numbers of selected product(in the case of male: 82)

Total numbers of selected product(in the case of female: 78)

Result of statistical ratio test : show a significant difference (level of significance 0.01％)© Manabu Sawaguchi

show no significant difference28

[Q2] Select a new product as the most innovative one (only one number allowed).
Total numbers of selected product are 28(Male: 27, Female: 1)

In the case of businesspeople

Result of statistical ratio test : show a significant difference (level of significance 0.01％)© Manabu Sawaguchi

show no significant difference29Speculations about [Q1,2]
1) “Best Three Big Hits” of Both “Selected Innovative Products” and “The Most Innovative
Products” are same products . But ranking was changed a little.
Selected Innovative Products

The Most Innovative ProductsiPod(including iPhone3G):Occupancy(21.1％)
1st ranking

E-money :Occupancy(28.9％) 1st ranking

E-money :Occupancy(17.6％) 2nd ranking

iPod(including
iPhone3G):Occupancy(27.7％) 2nd ranking

Wii＆its software :Occupancy (17.3％)
3rd ranking

Wii＆its software :Occupancy (22.0％) 3rd
ranking

The Most Innovative Products (Businessperson )iPod (including iPhone3G）:Occupancy(33.3％)1st ranking
Wii＆its software:Occupancy (29.6％)2nd ranking
E-money :Occupancy(14.8％) 3rd ranking
2) Even by gender, “Best Three Big Hits” remains unchanged.
3) Even in the case of businessperson, “Best Three Big Hits” remains unchanged. But “E-money“ is not statistically proved to be high occupancy.
© Manabu Sawaguchi

30

[Q3] Describe the reasons why you thought that your selected new product at[Q2]was the most innovative new product.
Total numbers of valid responses are 160(Male: 82, Female: 78)© Manabu Sawaguchi

31

Total numbers of valid responses are 78© Manabu Sawaguchi(In the case of Female)32

Total numbers of valid responses are 82© Manabu Sawaguchi(In the case of Male)33

In the case of E-money (46 valid responses)-Best1© Manabu Sawaguchi

34

In the case of iPod & iPhone (44 valid responses)-Best2© Manabu Sawaguchi

35

In the case of Will & its software (35 valid responses)-Best3© Manabu Sawaguchi

36

In the case of ZERO drink (12 valid responses)© Manabu Sawaguchi

37

In the case of Blu-ray Disc (7 valid responses)© Manabu Sawaguchi

38

Speculations about [Q3]
Features of E-money: Occupancy (28.9％) 1st ranking“No need wallet” ,”No crowded station near gate ”. Latent required functions are
realized in Japanese society.
E-money system gave “Big Impact to Society”, even existing technologies.
Service –oriented Innovation⇒“Creation of new market place with applied existing technologies”
Features of iPod（including iPhone3G）:Occupancy(27.7％) 2nd ranking
Mobile device with App store looks like innovative new business model. Thisbusiness model realized a lot of latent required functions.
Solution of contradictions like Compact size VS Great capacity, Downsizing VS
Enlarged character and so on
A variety of software for iPod have been supplied on Web.
New business-oriented Innovation⇒“Creation of new marketplace with applied existing technologies© Manabu Sawaguchi

39

Features of Wii＆its software Occupancy (22.0％) 3rd ranking
Applied existing technologies in IT field were utilized to realize highly-valued
unique software s for Wii.
Wii created new demand to play unique game like fitness in virtual field for
not only younger generation but elderly
Service –oriented Innovation⇒“Creation of new market place with applied existing technologies”

What is denominators of Best Three products ?
1) In order to realize such products, “Innovators” don’t use New Technologies,
but existing technologies.
2）”Innovators” realized radical Innovation in Service or Business field.
3）Provided service and business have big impact to society and realized
Innovation with New market creation© Manabu Sawaguchi

40

(Conclusion)
It very important to practice synchronous approach likecombination technologies with grasping the trend of society innear future.
On the way to creative Innovation , Innovators have to make aeffort to be highly valued technologies in near future bygrasping Trend of society .

© Manabu Sawaguchi

41

8.Mega Trends in Modern Japanese Society
Tendency to marry later(LRF)

Women‘s participation insocietyLatent Contradiction
Depopulating society

Aging society with fewer children

(LC)
(LC)

Increasing foreign worker

Latent Required Function(LRF)“Business activity”)
RF(L

Increase in longevity
Increasing national cost of medical care

(LRF)

Escalation in interest of health
Rapidly improving image analysis
technology & computation engine

(LRF)
(LC)

Become huge and popular for 3D TV(LRF)

Become huge and popular for E-money

Coming the age ofcloud computing

Become popular for Smartphone© Manabu Sawaguchi

42

9. The Perspective of Innovation-Oriented TRIZ Activities

Next Generation Product Planning
Predict VOC in near future

Near future’sTechnologies

Near future’s
Society

T1 point

Grasping and solving “Latent Contradictions”-Utilizationof TRIZ Thinking[Innovation-oriented TRIZ]

Improved Product Planning[Conventional VE at planning phase(existing
QFD approach]
Realizing “Manifest Required Functions”© Manabu Sawaguchi

Currenttechnologies

Currentsociety

T0 point

Grasp VOC in existing market

Evolution oftechnologies

Change ofsociety

Grasping and realizing “Latent Required Functions”

43

10.A Useful Technique for TP(Technology Prediction)
Value Correlation Diagram Based on “Four Respects” to Predict Future
Anticipate social change

Customer
C respect
A respect

B respect

Competing productin-house productComplementary productD respect

Supplier© Manabu Sawaguchi

44

Value Correlation Diagram about iPod& iPhone(Customer)

Walkman&
Other Smartphone&PC

iPod&iPhone

・A variety of App
・YouTube
・iPod case
・PC
・PDA etc.

rechargeable battery, touch-screen system
DRAM etc.
© Manabu Sawaguchi

45

Four points to predict future
A Point : Innovators have to find new complementary products
B point: Innovators have to practice differentiation strategy against
competitors
C point: Innovators have to grasp Trend of society in near future
D point : Innovators have to make a effort to find good suppliers having
attractive technologies to support their companies.

(Conclusion)
It very important to practice synchronous approach like combination
technologies with grasping the trend of society in near future.
On the way to creative Innovation , Innovators have to make a effort to behighly valued technologies in near future by grasping Trend of society .
© Manabu Sawaguchi46