This week I have had a lot more to do and read, I have learned a lot of things about creativity and idea development and how to brainstorm and develop ideas more efficiently. We have also learned about the Scamper method and how to use it. One definition I really liked about creativity because it is brief, informative and describes it really well is:
“Creativity is problem solving with relevance and novelty”
where relevance means the degree by wich a problem is actually solved, and novelty means the degree of uniqueness and originality a solution possesses.
Here is my solution of all the weeks assignments:
Assignment 1-puzzles and fun
riddles and puzzles are good training for your mind. They specially help you train the creative part of your brain, and they are a good practice in problem solving. Here are my answers to the riddles:
- A man is replacing a wheel on his car, when he accidentally drops the four nuts used to hold the wheel on the car. They fall into a deep drain, irretrievably lost. A passing girl offers him a solution that enables him to drive home. What is it? My Solution:
- To take one nut out of each of the remaining three wheels and drive with three nuts on each wheel! 😀
My boyfriend also came up with another creative solution that also fits:
- The girl had four nuts on her purse he could borrow to drive home.
- Two Russians walk down a street in Moscow. One Russian is the father of the other Russian’s son. How are they related?
- Solution! Since the first Russian is the father of the kid that is also the son of the other russian, than the other russian can’t be anything other than the mother. This implies that their relationship is having a son together
- What occurs once in June, once in July and twice in August?
- Solution! The letter u
- Six drinking glasses stand in a row, with the first three full of water and the next three empty. By handling and moving only one glass at a time, how can you arrange the six glasses so that no full glass stands next to another full glass, and no empty glass stands next to another empty glass? What is the minimum number of moves to solve this puzzle?
- Solution! the minimum number of moves I could come up with was two.
Assignment 2-Research and written assignment
In this assignment I will write about the SCAMPER METHOD, and explain wich part of the model are evident in its development to its current success.
First of all I would like to present the SCAMPER method. This is a method developed to make the journey of coming up with new ideas or improving old ones much easier. It is a known technique that one can use when brainstorming. Many of the questions used in this method were written by Alex Osborne, an advertising executive author of the book brainstorming. But it was Bob Eberle who organized all the questions into the SCAMPER mnemonic. I wrote it on Adobe Illustrator and made it a little more graphic:
After some hours of reading from different pages I have come to the conclusion that the founders of McDonald’s used 5 of the methods to develop the business to its current success:
The first method they used was the second last of SCAMPER . The brothers Maurice and Richard McDonald’s, owners of a self-service-drive in-restaurant restaurant called “McDonald’s Bar-B-Que”, noticed that the hamburgers on their menu where selling most than the other many items. This issue gave them a brilliant idea. So they shut down their restaurant for three months and worked on ssimplifying their menus eliminating all the not so important items in the list, and leaving only nine items: hamburger, cheeseburger, soft drinks,milk, coffee, potato chips and a slice of pie. The simplicity of this new list enabled them to have a better focus on quickness and quality. They also eliminated a part of the restaurants name, simplifying it to “McDonald’s”.
After a few years they decided to substitute some items in their menu to make it even better. They replaced the potato chips on the McDonald’s menu. And the slice of pie with Triple thick Milkshakes.
In 1961 they replaced the original speedy logo with a new “m” slashed logo inspired by the red and white building with a slanted roof.
Modify and Magnify
Ray Kroc comes in the picture in 1954, wanting to build a restaurant system famous for providing food of consistently high quality and uniform methods of preparation. He wanted to modify and magnify the restaurant so his starts working with the McDonald’s brothers as they manager. In 1955 he opens his first McDonald’s in Des Plaines Illinois, an eye catching red and white tiled building with the golden arcs designed by architect Stanley Meston in 1953.
Ray Kroc wanted to make McDonald’s big and to achieve this, he chose a unique path : persuading both franchisees and suppliers to buy into his vision. He promoted the slogan, “In business for yourself, but not by yourself.” His philosophy was based on the simple principle of a 3-legged stool: one leg was McDonald’s franchisees; the second, McDonald’s suppliers; and the third, McDonald’s employees. In 1961 he purchased the interest of the McDonald’s brothers along with the Mc Donalds name.
Another ting they magnified was the burger into a Big Mac, this was developed by owner Jim Deligatti of Pittsburgh.
McDonald’s has adapted a lot of Burgers to their menu throughout history and keep doing it. The first adaptation was the Filet-O-Fish sandwich introduced by Lou Groen to help build volume in the Roman Catholic community where his store was located.
In 1975 they adapted the first drive thru in Arizona because the soldiers of the zone where forbidden to get out of the car in their uniform.
In 1961 they combined the whole restaurant idea with something else. The Hamburger University, a place where people can learn how to run a Mc Donald’s restaurant. The graduates even receive a bachelor in Hamburgerology degree.
Talk about using all the ideas they can get!
Well as we all can see, Mc Donalds is a great example of people who have turned and turned their ideas around and come up with a lot of newer and fresher ideas for their restaurant to become more popular.
Assignment 3-Practical Assignment(problem solving)
This two assignments have kept me thinking the whole week, I have done research and experimented with alternative brainstorming sessions, and of course used the scamper method aswell.
a) You are given a spoon as an object. Now apply each one of the SCAMPER techniques to it and give a brief explanation of what new product comes of this and how it can be marketed.
The product that came out of using all the scamper methods on a spoon was really cool and interesting, and maybe we will have a product like that in the near future. We already have personal phones and clocks that control our lives so why not a spoon aswell? I would describe the product as a smart spoon that you can carry around in your pocket, you can turn it into a fork, it can control your diet and prevent you from getting food poisoned, it can tell you if the food you are eating contains anything you may be allergic too and a lot more. The product is hygienic, environmental friendly and good for your health.
b) You have to design packaging for rice. The packaging has to be different from what is out there in the market. Apply each one of the SCAMPER techniques and do a write-up on your findings. Then choose the option that you think would work best and do a sketch of what the packaging would look like.
I got the inspiration for the package from looking at pictures of rice and rice production.I also did a little research and gathered some facts about rice itself and how it is produced. I came across this pictures wich I afterwards mixed up with the scamper method and it became the product. As you can see the chinese hat used when planting rice to protect themself from the sun and rain was the winner design. I thought it would be cool to have a package that represented the highest exporter of rice in the world and that taught you a bit about the product and was ecofriendly at the same time. So my package was simple, informative and ecofriendly.