18. 1.SUBTRACTION [ - ]
Force out an essential component/process
Look for replacements ‘right under your nose’
DO
Slim DVD
without LCD
Clearance sale
of IKEA
19. 1.SUBTRACTION [ - ]
Force out an essential component/process
Look for replacements ‘right under your nose’
DO
DON’T
‘Unbundle’ or downgrade your product
Try to take out troublesome components
TRY Partial Subtraction
Twitter - 140 character without any image
IDEAS
No Branding/Paid Ad
eCom without Cash/Cart
Concert without Ticket
20. 2.DIVISION [ / ]
Divide and re-arrange into something new
Three ways: functional/physical/preserving
DO
AC
Single - Split
Multi-Split
M$ Surface
21. 2.DIVISION [ / ]
Divide and re-arrange into something new
Three ways: functional/physical/preserving
DO
DON’T
Start till you have the full component list
Stick with this list if you feel stuck
TRY Use with services/intangible processes
Story of TikiPro/TikiNgon
IDEAS
A
ffi
liate campaign from users to users
The Hub - parcel delivery lockers for building
22. 3.MULTIPLICATION [ X ]
Multiply one of your component
Change the essential attribute of the copies
DO
Gillette
Twin Blade
Toilet
Two Buttons
23. 3.MULTIPLICATION [ X ]
Multiply one of your component
Change the essential attribute of the copies
DO
DON’T
Simply add something new
Stop trying to change the attribute
TRY Making multiple copies, not just one
Using the most useless one to multiple
IDEAS Helmet - Double layers for ride-hailing service
Váy chống nắng
24. 4.TASK UNIFICATION [ U ]
Assign additional task to an existing component
Outsourcing vs Internal vs Inside out
DO
Captcha
Re-captcha
Story of hotels
In Seoul
25. 4.TASK UNIFICATION [ U ]
Assign additional task to an existing component
Outsourcing vs Internal vs Inside out
DO
DON’T
‘Play safe’ - assign task to obviously component
Go out of the Closed World
Skip the old/useless component
TRY Innovating “Intangibles”
Innovating your husband/wife
IDEAS
Mini Apps - WeChat & Tiki
Let the buyer become the seller
Let the shipper become the PB/PG
26. 5.ATTRIBUTE DEPENDENCY [ || ]
List all the attribution of your product
Try to create new dependency between them
DO
DON’T
Mix up components and attributions
Do only between what you can control (weather)
TRY Making multiple copies, not just one
Using the most useless one to multiple
IDEAS
Surcharges of ride hailing
Pindoudou - price depends on number of views
App Skin based on the weather (Pokemon?)
Promo deals based on your horoscopes
27. .LOVE OF CONTRADICTION
SECRET: MOST CONTRADICTIONS ARE FALSE
ANATOMY OF CONTRADICTION
TWO ARGUMENTS
CONNECTOR (WEAK LINK)
I want to decrease my CPO (demand of bene
fi
t) but my team
doesn’t have enough resources to produce new creative (cost) 2 traps
28. “THE SMALL BOX” OF TIKI
PROBLEM OF A LINEAR FUNNEL
TASK UNIFICATION: RETAIN USER
RESULT …
29. “THE SMALL BOX” OF TIKI
PROBLEM OF A LINEAR FUNNEL
TASK UNIFICATION: RETAIN USER
RESULT: UNSIGNIFICANT UPLIFT
(SCHEME DIDN’T FIT WELL)