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Mouthful of Systematic Innovation

The Six Thinking Tools for Predicting New Products

Published in  TheMarker magazine, August 7, 2000
Author: Ari Manor, CEO, ZOOZ
Part III

E. "Reduction" of Toothbrush Components

"Reduction" is probably one of the nicest thinking tools since it proves that sometimes less is more. "Reduction" focuses on the product’s components (e.g. - handle, head, and bristles), and simply eliminates one component (e.g. - no handle; no head; no bristles). The reduction may be partial (e.g. - eliminating bristles from some areas, or creating holes along the handle).

 A good example of (partial) "Reduction" is the Interspace Brush (with a very short head) - ideal for cleaning specific, difficult to reach areas: dental crowns, bridgework, between crowded teeth. Another example of an existing innovation that follows the "Reduction" pattern is a hole in the handle for hanging the toothbrush. Future "Reduction" innovations may include a hole in the head - for toothpaste injection, and finger holes in the handle - for firmer grip.

Interspace toothbrush (reduced quality image...)

As for complete Reduction: can you find benefits and customers for handle-less or bristle-less toothbrushes? Note that a "Reduction" pattern means that the missing component and its function are not replaced by anything else (e.g. - if the bristles are missing, nothing else replaces them, nothing else brushes the teeth). Good examples of complete reductions include sleeveless jackets and non-recording video players.

F. "Unification" of Toothbrush Components with the Environment

"Unification" is usually what people end up when they try to do a "Reduction". "Unification" focuses on the product’s components (e.g. - handle, head, and bristles).

The logic is - choose a component, eliminate it (=Reduction) but then use another component in the product itself or in the nearby environment, to compensate for the reduction (to do the job of the missing component).

A good example of an existing product that follows the Unification pattern is the Water Pressure Cleaner ("toothbrushes" where the bristles are replaced by the water). Future innovations along this pattern may include the Finger Brush (thimble-like toothbrush, where the handle is replaced by a finger). A Finger Brush enables better control and reach, while saving space and cutting costs. It may be a good and popular product for children.

 

To read the final part of the article - click here.
Go to: Part I | Part II | Part III | Part IV

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