Different needs and techniques

The 3-in-1 Model

3 in 1All innovation challenges are not the same. There are 3 distinct entry points.

  • Start journey from anywhere but get to a fixed destination – Future product/process issues.
  • Start from a fixed point and head Northwards – Present product/process issues whether related to technology, products or other business/marketing.
  • Start from a blank canvas and have no fixed destination – Business Model or other Design thinking issues.


Each situation is unique with its own triggers. If you falter in making this distinction, your flounder throughout.

Our Trinity Trigger model – TrendSpeak, TRIZspeak and BMspeak – allows for selection of the best tool to start with. Having started with the right trigger, the other two can also be used for specific situations in the overall scenario.


Innovation challenges that are focussed on opportunities in the future are significantly affected by perception of individual users. Such situations call for a tool to gauge the intangible needs of target customers. Tools are now available in the form of trend-watch. Trendwatch has emerged as a science of classifying patterns of user and market behaviour in different categories e.g. regions, industry, generational styles and thinking styles of users. For such scenarios, we use TrendSpeak.


Innovation challenges that start from an existing product or service call for a tool that allows for zooming out  as well as zooming in. The tool should also facilitate  problem solving and assumption busting, particularly for technical domains.  The technique should have specialized versions for technical domains ( manufacturing, product development and R&D) and normal business scenarios. For such needs, we use TRIZ.


Innovation challenges that start from a blank canvas call for pure design thinking. You can’t design a Giraffe by remodelling a Camel. For best results, start with questioning the business model itself. This questioning will expose some elements of the existing business model that may have seemed suitable when this business model was initially generated. But are they relevant even now?  For these situations, we use Business Model Relook.