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RE: Nestle problem Father's solution
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Passi
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Dec 02, 2004 22:55 PST
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Hi Dear friends from Sweden=20
I liked your cat and butterslice examole and printing press very
educative. My real namaste ( greetings) from a virtual appreciator.
Hearty congratulations and thanks again=20
Dr. B. K. Passi=20
http://www.kmutt.ac.th/ICLORD2005/index.htm=20
-----Original Message-----
From: =3D?iso-8859-1?Q?Bo_Engstr=3DF6m?=3D [mailto:engs-@thirdwave.se]=
=20
Sent: Sunday, June 27, 2004 6:33 PM
To: valpo-@topica.com
Subject: SV: ValpoCella: Nestle problem Father's solution
Greetings from Sweden,
We're about to set up an Innovation & Business Catalyst - BOILER ROOM.
Taking ideas from inception through proof-of-concept to the
establishment o
f
a new start-up company is our primary focus. It is also concerned with
breaking out of the concept prisons of old ideas. We will primarily
found
and build businesses from ideas and concepts that are generated
internally.
Yet, to be receptive to good ideas from unexpected sources is a good
strategy so we accepting outside business proposals.
The discussion captured my interest. The ability to take existing
objects
and combine them in different ways for new purposes is surfacing many
uniqu
e
opportunities that can be exploited for less resource than an
traditional
approch. As a matter of fact, substantial economies can be achieved by
force combinational possibilities in traditional markets, or by enabling
unconnected ideas and fuses them into a creative synthesis to make new
opportunities to become realized. This type of cross-pollination is
useful
to find both industry and consumer solutions aswell as surfacing R&D
concepts.
The term =91bisociation=92 make a distinction between the routine skills of=
thinking on a single =91plane=92, and the creative act, which, as we shall=
=20
try
to explain, operates on more than one plane. We contrasts bisociation
with
association. Association refers to previously established connections
among
ideas. Bisociation involves making entirely new connections. A process
in
which previously unrelated ideas are brought together and combined. It=92s
very effective in discovering promising market opportunities and very
often
it allow one to respond with vigor.
The idea is simple. Let=92s first take look at the Cat Feet / Buttered
Toas
t
Theorum.
When a cat is dropped it always lands on its feet. When buttered toast
is
dropped it always lands with the buttered side facing down. If a piece
of
buttered toast was attached to the back of a cat, when dropped, the
cat/buttered toast combination should hover, spinning just above the
ground
,
as it tries unsuccessfully to resolve the inevitable conflict of
non-scientific certainties. This in itself might be fun but there is a
serious point to be made here, the ability to take existing objects and
combine them in different ways for new purposes.
To deliver a second and more serious example - What is the greatest
invention of all? One contender is Johannes Gutenberg=92s printing press.
Before Gutenberg, all books had been laboriously copied out by hand or
stamped out with woodblocks. Around 1450 in Strasbourg, Gutenberg
combined
two ideas to invent a od of printing with moveable type. He coupled the
flexibility of a coin punch with the power of a wine press.
Gutenberg disliked the idea of hand engraving an entire page of text on
a
single slab of wood. Intrigued by coin-making, in which plain discs are
stamped by a coin punch, he devised a method for stamping out metal
letters
that could be reused. Combined with an idea obtained by observing a wine
press, he developed the printing press.
His invention enabled the production of books and the spread of
knowledge
and ideas throughout the World. In terms of revolutionizing
communication
only the invention of the Internet comes close.
When combine two ideas to make a third then two plus two can equal five.
It
=92
s possible to see the connections across different disciplines of
business
and thought. It is in this convergent territory that useful insights can
be
found, and we like to look at the synthesis like this:
Evolutionary Incremental Innovation + Revolutionary Radical Innovation =3D
Synthesis of ideas
Best regards,
Bo Engstrom
| | -----Ursprungligt meddelande-----
Fr=E5n: Jeffrey Baumgartner [mailto:jeff-@jpb.com]
Skickat: den 27 juni 2004 09:42
Till: valpo-@topica.com
=C4mne: Re: ValpoCella: Nestle problem Father's solution
Post from Andy VanGundy...
Interesting coincidence here. I recently finished a
brainstorming job with a Nestle subsidiary, but can't
divulge the details.
Years ago, however, I did a lot of training and
facilitating with Hershey Foods. One of the products they
sold in gift shops was a small, chocolate-color calculator,
wrapped to look identical to a Hershey chocolate bar. The
reall interesting part was that it actually smelled like
chocolate as well....
So, howza bout chocolate-color cell phones that smell like
chocolate and create a co-branding, cross-marketing venture
with Nestle (or Hershey). This also is premised on the
assumption that smelling the chocolate would make them want
to eat chocolate.
Andy
| | On 25 Jun 2004 at 13:36, leila luccato oliva wrote:
| | in one article (Business Week, 17 May) they give an example
of product development and I would like to share opinions
about it: "Nestle problem: Kids are eating chocolate less
because they are spending more time on their cell phones"
Solution found (by Ideo and team): Conceive of new and
exciting chocolate-eating-experience for the young set."
|
It is amusing how one person's (or company's) problem can
be another's solution. Nestle's problem is that kids are
eating less chocolate because they are talking on their
cell phones so much.
Father's problem: kids are eating too much chocolate (and
other sweets)
Solution: buy them cell phones!
| | What this experience will be? I thought about new
packages where you can eat and talk at the same time;
Nestle could make a site and a franchise of virtual
coffee shops) where the kids could eat, navigate and
interact with others,=A0 and... That it is it. A bit poor,
eh?! Is it worth a small=A0 brainstorm?
|
As a father who is always trying to convince his children
to eat fewer sweets, I am loathe to brainstorm - but I
cannot resist a creative challenge. So...
How about taking Leila's idea one step further and produce
Nestle branded chocolate covered cell phones for kids?
More seriously, if I were in Nestle's ad agency, I would
suggest an SMS based marketing campaign with competitions,
membership of a chocolate club and - of course - regular
SMS adverts encouraging youngsters to have a chocolate.
Needless-to-say, I would strongly discourage my children
from joining!
Jeffrey Baumgartner
Your fearless moderator
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Valpocella is a discussion forum focusing on applied creativity and
innovation in business
To UNSUBSCRIBE, send a blank e-mail to:
valpocella--@topica.com
To SUBSCRIBE, send a blank e-mail to=20
valpocella-@topica.com
To post a message, reply to any message or e-mail
valpo-@topica.com
For more information, visit www.jpb.com/valpocella
Contact the moderator: jeff-@jpb.com
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