Entrepreneurial Creativity

Advanced Systematic Inventive Thinking (ASIT)

Thinking Within a Constrained Environment To Come Up With Practical Creative Ideas

Innompic Games


Adapted from Advanced Systematic Inventive Thinking (ASIT) Technique by Roni Horowitz

"When you stick to conventional methods, you get conventional results." ~ Roni Horowitz


Invent a New Product

Six Powerful Thinking Tools

  1. Sacrifice: Remove an important part of your product and try to find a new value for the invalid product.

  2. Parasite Product: Remove a part from your product and replace it with an element from the environment.

  3. Unification: The Unification tool is opposite to the Parasite tool. With Unification your product fulfills the functions of other products (e.g. edible birthday candles).

  4. Multiplication: Create a virtual product and then go out to discover the benefits. A virtual product can be created by replacing a part of an existing product by a similar, but different one. This technique helps create surprising ideas and discover hidden needs that the customer didn't know about or couldn't communicate.

  5. Division: Separate all the elements and then reorganize them in a new structure.

  6. Breaking Symmetry: Identify the symmetries in your product and try to reorganize it by breaking the symmetries one after another in a systematic way.

The Danger of Categorization

"It's a pity nature isn't divided into the same categories as universities."

We need categories to be able to handle the huge amount of information we use and control. That's why we have a hierarchy of folders and files in our computer, and that's why universities are categorized into faculties and departments. Categorization helps you, but can also prevent you from using what you know about one field in another.

There is a well known problem in education called the transference problem. If you teach something in one context, students most likely will not be able to use that knowledge in another and build synergies >>>

A rigid budget system is also organized hierarchically according to categories. Even individuals unconsciously create a budget system.

In one of their experiments K&T found that if a person purchases theater tickets at say, $100 and accidentally loses them, he will NOT buy new tickets. But if that person lost $100 he would still go and buy the theater tickets on the same day. The explanation is that after purchasing the tickets, the money already "belongs" to the theater budget. When lost, new tickets are not purchased because the "theater budget" has been spent. When losing $100, the money had not yet been "assigned" to a certain budget category, so the theater budget is still available.



When solving problems we also use a categorization system to help us deal with the vast amount of data involved. For example, we make an almost automatic distinction between what's relevant to the problem and what's not. The problem is that some information may not seem relevant to the PROBLEM, but may be highly relevant to the SOLUTION.