Cover

Half-title

Title

Copyright

Contents

Preface

Acknowledgements

Introduction: Characterization and Illustration of Creativity Templates

Gates, computers and extraterrestrial intelligence

What is the shared structure of a multicolored car and pizza delivery?

Multicolored car

Pizza delivery

The wonderful Lighthouse of Alexandria

From antiquity to modernity

Part I Theoretical framework

1 Codes of Product Evolution – a Source for Ideation

Market-based vs. product-based information

Sources of information for new products

Critical evaluation of market-based information at the micro level: limitations of current product users

Critical evaluation of market-based information at the macro level: the diffusion of awareness about a new idea

Implications of the S-shaped curve analysis

A proposition, a derivative and a dilemma

Information inherent in the product reflects market needs

The value of market research reconsidered

REFERENCES

2 Revisiting The View of Creativity

Operational definition of creativity

Igniting the “creative spark”

Typology of research streams: the creative person, process and idea

Focusing on the creative person

Focusing on the creative process

Focusing on the creative idea

Balancing surprise and regularity

The restricted–unrestricted scope ideation dilemma

Creativity Templates and other structured approaches

The major perspectives of the Creativity Templates approach

REFERENCES

3 A Critical Review of Popular CreativityenhancementMethods

Brainstorming

Lateral thinking

“Six Thinking Hats”

Mind mapping

Random stimulation

REFERENCES

Part II The Creativity Templates

4 The Attribute Dependency Template

An antenna in the snow – a detailed illustration

A disadvantage turned into an advantage

Generalization of the Attribute Dependency Template – an innovative lipstick

The basic principle of Attribute Dependency

How to compete with “Domino’s Pizza” – a hypothetical case

Making a better candle

Are accidents necessary for locating ideas for new products?

Attribute Dependency – between attributes vs. within attributes dependency

Cycles of dependencies

Summary

REFERENCES

5 The Forecasting Matrix

Searching for Attribute Dependency

Classification of variables

Internal versus external variables

Dependent and independent variables

The forecasting matrix

Elements connected to internal variables

Elements connected with external variables

Forecasting matrix – analyzing baby ointment

Description of a marketing state

Description of the product

Baby ointment matrix

Matrix cell B1: Odor and amount of excretion

Matrix cell A6: Time and viscosity

Column C

Managing the ideation process issues

A degenerated matrix versus a saturated matrix

Improving scanning efficiency through heuristics

Summary

Operational prescription

REFERENCES

6 The Replacement Template

What is the Replacement Template?

The Search for Extraterrestrial Intelligence (SETI)

Doors in cars

Replacement in Russian theater

A flat tire in the wrong place and time

Implementation of the Replacement Template

Replacement as a Template of innovation

Case study 1 – a chair

Case study 2 – a scanner

Replacement in a scanner

Case study 3 – butter patties

The Replacement Template – a step-by-step presentation

When is exclusion appropriate?

Case study 4 – Nike-Air® ads

Case study 5: Bally shoe ads

Replacement vs. Attribute Dependency

Operational prescription

REFERENCES

7 The Displacement Template

What is the Displacement Template?

Displacement is not unbundling

Implementation of the Displacement Template

Observations on the Displacement Template

Caution with Displacement: a Displacement without a real exclusion pitfall

Displacement of a quantitative attribute

Operational prescription

REFERENCES

8 The Component Control Template

What is the Component Control Template?

The thought process inherent in applying the Component Control Template

Component Control without the need for a change in the product

Observations on the Component Control Template

Operational prescription

REFERENCES

Part III A closer look at Templates

9 Templates in Advertising

Introduction

The fundamental Templates of quality advertisements

Identification of the Creativity Templates

Approaching creative advertising

Demonstrating Templates in advertising

Inferring Templates

Template distribution

Implication of Creativity Templates on creative execution in advertising

REFERENCES

10 Further Background to the Template Theory

Space

Characteristics

Links

Configuration

Operators

Creativity Templates as macro operators

I. The Attribute Dependency Template

II. The Replacement Template

III. The Displacement Template

IV. The Component Control Template

V. The Division Template

REFERENCES

Part IV Validation of the Templates theory

11 Demarcating the Creativity Templates

Mapping research: toward a product-based framework for Templates definition

Can Templates explain and predict the emergence of blockbuster products?

Can training in Templates improve creativity and quality of product ideas?

Preliminary study: are Templates trainable?

How effective are the Templates?

Study 1

Study 2

How effective is the Attribute Dependency Template?

Study 3

Study 4

Conclusions

REFERENCES

12 The Primacy of Templates in Success and Failure of Products

Introduction

Predicting new product success

Early determinants

Templates of product change

Source of idea

Project-level determinants of new product success

Hypotheses regarding the predictive power of Templates and other early determinants

Study 1: predicting success of patented products

Study 2: the unified model

Effect of covariates

Why early determinants can predict success

Conclusions of the empirical studies

Appendix

REFERENCES

Index