Creativity is often inhibited by pre-existing mental frameworks and psychological inertia. The aim of my project is to contrast these phenomena and to enhance innovation in enterprise by providing systematic access to creative problem solving through cross-pollination. FluidSOLID, inspired by established theories of creative problem solving, is meant to be the first online open platform that aggregates best practices of creative solutions in enterprise (across different industries) and uses this data to generate novel solutions to problems.

1. FluidSOLID
From fluid ideas to solid solutions:
A structured environment for creative problem solving
THROUGH cross-pollination
Domus Academy
Master in Business Design
2011-2012
Student: Clizia Welker
Mentor: Paolo Zanenga

2. FluidSOLID
From fluid ideas to solid solutions:
A structured environment for creative problem solving
THROUGH cross-pollination
• INTRODUCTION
• PROBLEM SETTING
• INSPIRATION
• OPPORTUNITY
• PROPOSAL
• VALUES
• MODEL
• BUSINESS MODEL
• USER’S JOURNEY
• POSITIONING MAP

3. INTRODUCTION
WHAT IS I N N O V A T I O N ?
DESIGNING IMPROVEMENTS
NEW CAPACITY TO CREATE WELFARE
FRESH THINKING THAT CREATES VALUE
MAJOR DRIVER OF THE ECONOMY
NEW DIMENSION OF PERFORMANCE
creating v a l u e by introducing something N E W
http://freshconsulting.com/what-is-innovation/

4. INTRODUCTION
HOW TO PURSUE I N N O V A T I O N ?
ants and telecommunications
THROUGH A shift of meaning across fields
Frans Johansson - The Medici effect

5. PROBLEM SETTING
INNOVATION CONSTRAINTS
“WE DON’T SEE THINGS AS THEY ARE,
WE SEE THEM AS WE ARE” Anaïs Nin

6. PROBLEM SETTING
INNOVATION CONSTRAINTS

7. PROBLEM SETTING
INNOVATION CONSTRAINTS
ROUTING SYSTEMS

8. ROUTING SYSTEMS
ANTS COMMUNICATION

9. ROUTING SYSTEMS
CACTUS GROWING PATTERNS

10. ROUTING SYSTEMS
DABBAWALLA’S SYSTEM
c lucafabbozzo

11. PROBLEM SETTING
INNOVATION CONSTRAINTS
KNOWLEDGE LIMITATION
TIME & ENERGY CONSTRAINTS
PSYCHOLOGICAL INERTIA

12. INSPIRATION
INNOVATION DRIVERS
KNOWLEDGE LIMITATION
TIME & ENERGY CONSTRAINTS
PSYCHOLOGICAL INERTIA

13. INSPIRATION
INNOVATION DRIVERS
lateral thinking
E. De Bono
abductive reasoning KNOWLEDGE LIMITATION
C.S. Peirce
TIME & ENERGY CONSTRAINTS integrative thinking
R. Martin
bisociation PSYCHOLOGICAL INERTIA
A. Koestler
design thinking
T. Brown

14. INSPIRATION
TRIZ (theory of creative problem solving)
“SOMEBODY SOMEPLACE HAS ALREADY SOLVED YOUR PROBLEM.
CREATIVITY IS FINDING THAT SOLUTION AND ADAPTING IT
TO YOUR PARTICULAR PROBLEM.”
• RECURRENT PATTERNS CAN BE FOUND IN DIFFERENT SOLUTIONS
• CREATIVE PROCESSES CAN BE ENHANCED SYSTEMATICALLY

15. INSPIRATION
TRIZ (theory of creative problem solving)
WHAT DO THEY HAVE IN COMMON?
HOW TO DE-SEED HOW TO SPLIT HOW TO DE-SHELL HOW TO CLEAN
PEPPERS IMPURE DIAMONDS NUTS FILTERS
THE SAME GOAL:
SPLITTING THE OBJECT INTO ITS SUBPARTS

16. INSPIRATION
TRIZ (theory of creative problem solving)
SOLUTION:
INTRODUCING A CHANGE IN PRESSURE
Terninko, J, Zusman, A & Zlotin, B 1996, Innovazione sistematica. Un’introduzione a TRIZ. Responsible Management, Inc. (p. 16).

17. INSPIRATION
TRIZ (theory of creative problem solving)
ABSTRACT INVENTIVE ABSTRACT
PROBLEM PRINCIPLES
* SOLUTION
DECONTEXTUALIZATION CONTEXTUALIZATION
SPECIFIC SPECIFIC
PROBLEM SOLUTION
one of the methodologies developed by TRIZ

18. INSPIRATION
INVENTIVE PRINCIPLES APPLIED TO BUSINESS *
SUBJECT: SILICON VALLEY
RESOURCES: NON-US START-UPS
OBSTACLE: US-LEGISLATION
ABSTRACT PROBLEM:
ACCESS TO RESOURCES IN SPITE OF AN OBSTACLE
INVENTIVE PRINCIPLE N. 13: ‘THE OTHER WAY ROUND’
INVERT THE ACTION(S) USED TO SOLVE THE PROBLEM
personal interpretation

19. INSPIRATION
INVENTIVE PRINCIPLES APPLIED TO BUSINESS *
BLUESEED
OFFSHORE BOAT NURTURES
NON-US STARTUPS IN SILICON VALLEY
IN NON-TERRITORIAL WATERS
http://www.blueseed.co
http://www.blueseed.co/
INVENTIVE PRINCIPLE N. 13: ‘THE OTHER WAY ROUND’
INVERT THE ACTION(S) USED TO SOLVE THE PROBLEM
personal interpretation

20. INSPIRATION
INVENTIVE PRINCIPLES APPLIED TO BUSINESS *
http://www.blueseed.co
http://www.blueseed.co/
INVENTIVE PRINCIPLE N. 13: ‘THE OTHER WAY ROUND’
INVERT THE ACTION(S) USED TO SOLVE THE PROBLEM
personal interpretation

21. INSPIRATION
INVENTIVE PRINCIPLES APPLIED TO BUSINESS *
SUBJECT: TESCO
RESOURCES: CUSTOMERS
OBSTACLE: LACK OF TIME
ABSTRACT PROBLEM:
ACCESS TO RESOURCES IN SPITE OF AN OBSTACLE
INVENTIVE PRINCIPLE N. 13: ‘THE OTHER WAY ROUND’
INVERT THE ACTION(S) USED TO SOLVE THE PROBLEM
personal interpretation

22. INSPIRATION
INVENTIVE PRINCIPLES APPLIED TO BUSINESS *
TESCO VIRTUAL SUBWAY STORES
FIRST VIRTUAL STORES
FOR SHOPPING VIA SMARTPHONE
IN SEOUL’S SUBWAYS
http://www.springwise.com/retail/homeplus
INVENTIVE PRINCIPLE N. 13: ‘THE OTHER WAY ROUND’
INVERT THE ACTION(S) USED TO SOLVE THE PROBLEM
personal interpretation

23. INSPIRATION
INVENTIVE PRINCIPLES APPLIED TO BUSINESS *
http://www.springwise.com/retail/homeplus
INVENTIVE PRINCIPLE N. 13: ‘THE OTHER WAY ROUND’
INVERT THE ACTION(S) USED TO SOLVE THE PROBLEM
personal interpretation

24. OPPORTUNITY
systematic inspiration for entrepreneurs
UNCOVERING COMMON PATTERNS
AMONG CASES OF CREATIVE PROBLEM SOLVING
AND USING THEM TO PROVIDE ENTREPRENEURS
WITH A SOURCE OF INSPIRATION
IN ORDER TO TRIGGER INNOVATION

25. PROPOSAL
FluidSOLID
FROM FLUID IDEAS TO SOLID SOLUTIONS
THE FIRST ONLINE ENVIRONMENT
FOR INNOVATION IN ENTERPRISE
THROUGH CREATIVE PROBLEM SOLVING
AND CROSS-POLLINATION

26. VALUES
FluidSOLID
FROM FLUID IDEAS TO SOLID SOLUTIONS
CROSS-POLLINATING SYSTEMATIC OPEN ACCESSIBLE
FACILITATES ACCESS IDENTIFIES COMMON PROVIDES ONLINE HAS AN INTUITIVE
TO KNOWLEDGE PATTERNS AMONG ACCESS TO NAVIGATION AND
ACROSS DISCIPLINES DIFFERENT CASES & GROWING DATABASE USABILITY
PROVIDES SYSTEMATIC OF KNOWLEDGE
ACCESS TO THEM

27. MODEL
FluidSOLID
FROM FLUID IDEAS TO SOLID SOLUTIONS
COLLECTION
BUSINESS WATCHERS FEED THE SYSTEM WITH
CASES OF CREATIVE PROBLEM SOLVING IN ENTERPRISE

28. MODEL
FluidSOLID
FROM FLUID IDEAS TO SOLID SOLUTIONS
ORGANIZATION
COLLECTION
FLUIDSOLID’S TECHNOLOGY ANALYZES THE CASES,
DRAWS CONNECTIONS & ORGANIZES THE KNOWLEDGE

29. MODEL
FluidSOLID
FROM FLUID IDEAS TO SOLID SOLUTIONS
ORGANIZATION
COLLECTION GENERATION
ENTREPRENEURS SUBMIT THEIR PROBLEMS
AND THE SYSTEM GENERATES POSSIBLE SOLUTIONS

30. MODEL
FluidSOLID
FROM FLUID IDEAS TO SOLID SOLUTIONS
ABSTRACT ABSTRACT
PROBLEM SOLUTION
SP
SS
SP
SS
SP
SS
1
SPECIFIC SPECIFIC
PROBLEM SOLUTION
COMPUTATIONAL SYSTEM MANAGES DATA AT DIFFERENT LEVELS
ABSTRACT LEVEL: ALLOWS TO BUILD CONNECTIONS AMONG CASES
SPECIFIC LEVEL: PROVIDES SPECIFIC, CONTEXTUALIZED INFO

31. BUSINESS MODEL
FluidSOLID
FROM FLUID IDEAS TO SOLID SOLUTIONS
ABSTRACT ABSTRACT
PROBLEM SOLUTION
INSPIRATION
SP
SS
PROBLEM
SP
SOLVING
SS
SP
SS SOLUTION
IMPLEMENTATION
1
SPECIFIC SPECIFIC
PROBLEM SOLUTION
DIFFERENTIATED SERVICE BUNDLE:
1. INSPIRATION: ENTREPRENEURS BROWSE THROUGH THE IDEAS DATABASE (FREE)
2. PROBLEM SOLVING: SYSTEM GENERATES SOLUTIONS TO THEIR PROBLEMS (SUBSCRIPTION FEE)
3. SOLUTION IMPLEMENTATION: OUR TEAM IMPLEMENTS THE PROJECT (CONSULTANCY)

32. user’s journey
FluidSOLID
FROM FLUID IDEAS TO SOLID SOLUTIONS
YI LING, 36, ENTREPRENEUR HER PROBLEM:
RUNS A COFFEE SHOP CUSTOMERS ARE DECREASING
IN SINGAPORE AS A CONSEQUENCE OF THE POPULARITY
OF BIG COFFEE SHOP CHAINS

33. FluidSOLID
YOUR CREATIVE PROBLEM SOLVING ENVIRONMENT
ABOUT MODEL MEDIA INVESTORS CONTACT
Lorem ipsum Lorem ipsum dolor sit amet, consectetuer From
fluid ideas
adipiscing elit. Nam cursus. Morbi ut mi. Nullam enim leo,
egestas id, condimentum at, laoreet mattis, massa. Sed
to solid solutions
eleifend nonummy diam. nibh. Nullam enim leo, egestas id,
condimentum at, laoreet mattis, massa.
INSPIRATION PROBLEM SOLVING SUBMISSION AREA
FOR ENTREPRENEURS FOR ENTREPRENEURS FOR BUSINESS WATCHERS

34. ideas database problems database
‘BLUESEED’ OFFSHORE BOAT NURTURES NON-US DIGITAL
STARTUPS IN SILICON VALLEY IN NON-TERRITORIAL WATERS Accessing resources
12 MILES OFF THE CALIFORNIAN COAST
read more next case Increasing competitive power
Changing the effect of external causes
Lorem ipsum
Lorem ipsum
see more
INSPIRATION
FOR ENTREPRENEURS

35. ideas database problems database
TESCO LAUNCHES VIRTUAL STORES FOR GROCERY SHOPPING
VIA SMARTPHONE IN SEOUL’S SUBWAYS Accessing resources
read more next case Increasing competitive power
Changing the effect of external causes
Lorem ipsum
Lorem ipsum
see more
INSPIRATION
FOR ENTREPRENEURS

36. FluidSOLID
YOUR CREATIVE PROBLEM SOLVING ENVIRONMENT
ABOUT MODEL MEDIA INVESTORS CONTACT
Lorem ipsum Lorem ipsum dolor sit amet, consectetuer From
fluid ideas
adipiscing elit. Nam cursus. Morbi ut mi. Nullam enim leo,
egestas id, condimentum at, laoreet mattis, massa. Sed
to solid solutions
eleifend nonummy diam. nibh. Nullam enim leo, egestas id,
condimentum at, laoreet mattis, massa.
INSPIRATION PROBLEM SOLVING SUBMISSION AREA
FOR ENTREPRENEURS FOR ENTREPRENEURS FOR BUSINESS WATCHERS

37. describe the problem
DOES
or IS
WHO
WHAT
HOW Describe the problem
by entering data
WHEN in the diagram.
Tell us WHO DOES WHAT,
WHY WHEN, WHERE,
WHERE WHY, and HOW.
PROBLEM SOLVING
FOR ENTREPRENEURS
STEP 1

38. SMALL analyze the problem
IS
COFFEE
SHOP M
AK
IN ES
IS
COFFEE
CENTRE
IS S
IN A KE UNLOYAL
DRIN
M
E
AR
K
COFFE
SHOP
IS CHAIN What are the problematic areas?
CUSTOMERS
ATTR
ACT Mark them in red.
S
BIG
PROBLEM SOLVING
FOR ENTREPRENEURS
STEP 2

39. SMALL analyze the problem
IS
COFFEE
SHOP M
AK
IN ES
IS
COFFEE
CENTRE
IS S
IN A KE UNLOYAL
DRIN
M
E
AR
K
COFFE
SHOP
CHAIN
IS This is an overview of
ATTR CUSTOMERS
ACT
S the problematic areas.
BIG
PROBLEM SOLVING
FOR ENTREPRENEURS
STEP 3

40. SMALL DEFINE the problem
IS
INCREASING THE COMPETITIVE POWER
COFFEE
SHOP M
AK
IN ES
IS
COFFEE
CENTRE
IS S
IN A KE UNLOYAL
DRIN
M
E
AR
K
COFFE
SHOP
IS CHAIN
ATTR CUSTOMERS
ACT
S
BIG
PROBLEM SOLVING
FOR ENTREPRENEURS
STEP 4

41. SMALL DEFINE the problem
IS
INCREASING THE COMPETITIVE POWER
COFFEE
SHOP M
AK
IN ES
IS
COFFEE ATTRACTING RESOURCES
CENTRE
IS S
IN A KE UNLOYAL
DRIN
M
E
AR
K
COFFE
SHOP
IS CHAIN
ATTR CUSTOMERS
ACT
S
BIG
PROBLEM SOLVING
FOR ENTREPRENEURS
STEP 4

42. SMALL DEFINE the problem
IS
INCREASING THE COMPETITIVE POWER
COFFEE
SHOP M
AK
IN ES
IS
COFFEE ATTRACTING RESOURCES
CENTRE
IS S
IN A KE UNLOYAL
DRIN
M
E
AR
K
COFFE
SHOP
IS CHAIN
CHANGING EFFECT OF EXTERNAL CAUSE
ATTR CUSTOMERS
ACT
S
BIG
PROBLEM SOLVING
FOR ENTREPRENEURS
STEP 4

43. GROUPON DEFINE the solution
COLLECTIVE PURCHASES ALLOW CUSTOMERS
TO REACH OUT TO DAILY DEALS PROBLEM 1:
INCREASING THE COMPETITIVE POWER
read more next case SOLUTION:
MERGING WITH OTHER PLAYERS
PROBLEM SOLVING
FOR ENTREPRENEURS
STEP 5

44. CLIENTS FOR CLIENTS DEFINE the solution
NORWEGIAN INSURANCE COMPANY RECRUITS
EXISTING POLICYHOLDERS TO ADVISE PROSPECTS PROBLEM 2:
ATTRACTING RESOURCES
read more next case SOLUTION:
ATTRACTING THROUGH INTERMEDIARY
PROBLEM SOLVING
FOR ENTREPRENEURS
STEP 5

45. BREAKFAST WITH BIRDS DEFINE the solution
RESTAURANT DOESN’T KNOW HOW TO KEEP BIRDS OFF TABLES
AND LAUNCHES THE ‘BREAKFAST WITH BIRDS’ CONCEPT PROBLEM 3:
CHANGING EFFECT OF EXTERNAL CAUSE
read more next case SOLUTION:
BLESSING IN DISGUISE
PROBLEM SOLVING
FOR ENTREPRENEURS
STEP 5

46. FluidSOLID
YOUR CREATIVE PROBLEM SOLVING ENVIRONMENT
make it happen!
THIS IS HOW WE CAN HELP:
• market & context research
• project implementation plan
• building the project team
• project implementation
contact us
PROBLEM SOLVING
FOR ENTREPRENEURS
STEP 6

47. user’s journey
FluidSOLID
FROM FLUID IDEAS TO SOLID SOLUTIONS
‘BE DISLOYAL’ CAMPAIGN
ENCOURAGES CUSTOMERS
TO VISIT EIGHT DIFFERENT
SMALL COFFE SHOPS
*
1) MERGING WITH OTHER ALIGNED PLAYERS TO INCREASE COMPETITIVENESS
2) DISCOUNT PROGRAM TO ATTRACT CUSTOMERS
3) TURNING CUSTOMERS’ UNLOYALTY INTO AN ADVANTAGE
Campaign developed Antics and Cortadito.sg (www.springwise.com)

48. POSITIONING MAP
FluidSOLID
FROM FLUID IDEAS TO SOLID SOLUTIONS
DATA
ORIENTED
COLLABORATION METHODOLOGY
ORIENTED ORIENTED
INSPIRATION
ORIENTED
GOLDFIRE, CREAX IDEO, CONTINUUM
SPRINGWISE, PSFK INNOCENTIVE, INNOVATION FACTORY
FluidSOLID

49. POSITIONING MAP
FluidSOLID
FROM FLUID IDEAS TO SOLID SOLUTIONS
COMPETITORS TYPOLOGIES SHORTCOMINGS IMPROVEMENTS
TYPICALLY LIMITED TO TECHNICAL WIDE APPLICATION FIELD,
DATA-ORIENTED FIELDS (NARROW SCOPE) EXTENDED USABILITY
WAY OF ORGANIZING AND STRUCTURED APPROACH TO KNOWLEDGE
INSPIRATION-ORIENTED MANAGING DATA INHIBITS TO FACILITATE CONNECTIONS
INTERDISCIPLINARY CONNECTIONS
PROVIDES TOOLS TO MANAGE DIRECT ACCESS TO KNOWLEDGE
METHODOLOGY-ORIENTED THE INFORMATION, FROM A VARIETY OF FIELDS
NOT TO ACCESS IT
REQUIRES HUMAN RESOURCES CAPITALIZATION ON EXISTING
COLLABORATION-ORIENTED TO BUILD KNOWLEDGE EX NOVO KNOWLEDGE AND OPTIMIZATION
FOR EACH PROJECT OF RESOURCES
GOLDFIRE, CREAX IDEO, CONTINUUM
SPRINGWISE, PSFK INNOCENTIVE, INNOVATION FACTORY
FluidSOLID

50. THANK YOU.