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Utilization of the creative problem solving (CPS) technique in product development |
R. HAMLIN, Hamlin Consultanting, 2524 Shady Ridge Dr., Bedford, TX 76021 Creative Problem Solving (CPS) has been used in industry since 1972 to help teams think through problems. In fact, the first step in CPS refers to “fuzzy situations” in the same way that Product Development often refers to a “fuzzy front end” phase. CPS provides structure for the individual or a team and guides them through the iterative process of product development. The process takes them from identifying facts and clarifying problem statements through testing, action planning and selling the solution. This “complete” process facilitates commercialization in documentation of the team’s best thinking on how to approach the challenges to be faced in implementation. This presentation will illustrate how Creative Problem Solving (CPS) can be utilized to develop and launch innovative new products successfully. While CPS is common in process improvement and cost savings applications, it is underutilized in product development. Applications in Rich SeaPak, P&G and others will be highlighted. Businesses that effectively use CPS rely on well-planned meetings, facilitated by an objective and trained person. The facilitator provides appropriate structure, teaches, coaches and encourages the participants to apply their best thinking skills to the complete process of product innovation. The work of the team is kept visible on flip charts and well documented. High levels of participation and energy produce product ideas with supporting business rationale, criteria and action plans. CPS builds on fact-finding and clear problem definition (consumer need), steps which many techniques used to generate ideas and to evaluate alternatives skip. CPS works most effectively where people practice the skills of active divergence, active convergence and deferral of judgment. These skills and some obstacles to their everyday use will be examined and demonstrated in simple interactive exercises.
Session 50, Getting breakthrough results from product innovation: A practical approach
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