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September 2005
Welcome to our September issue of the newsletter.
Please share this newsletter with your friends and co-workers. Sign up now.
Please feel free to send us your suggestions, remarks
or ask us for additional information.
We're looking forward to hearing from you!
the CREAX-team
www.creax.com
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 NutriSystem, a diet, vitamin, and nutritional product company in Horsham, Pa., introduced Aquaescents, a powerful new weight loss aid employing ScentSational Technologies' CompelAroma, Encapsulated Aroma Release technology. This technology works in several ways, tempting consumers with aroma brand association on the outside, adding taste released on the inside, and improving taste with the aroma on the outside.
The aroma-infused plastics can be manufactured to release the aroma at different stages in the development of the brand building strategy. The plastic may release aroma on the store shelf to accent a product, inside a package to add aroma when a product is opened or cooked, or released into a product gradually to compensate for gradual flavour loss over time.
http://www.nutri-balance.com
Trend: Mono-bi-poly various objects
This trend describes bringing together different functions in your product or service to increase the user convenience. Other benefits of adding functions are: creating synergies, reducing number of systems or improved operability. By making these plastic caps aromatic, you can choose which flavour you want with only one bottle, it can simplify the process of manufacturing the liquid in the bottle (they don't have to add the flavour).
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Pollution eating concrete
Nanotechnology is a beautiful thing. Some people found out that a coating of titanium dioxide on concrete surfaces has the ability to turn common pollution into non-hazardous waste. A Swedish-Finnish collaboration is setting out to create these multifunction materials for civil engineering. I think this is just the start of beautiful friendship between nanotechnology and green living.
http://www.wired.com
Ideal solutions do things themselves
Ideally we achieve desired functions without cost or harm, then we often derive statements like ‘the system achieves the function itself', or ‘the problem resolves itself'.
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Temperature–sensitive faucet
 Germany's Hansa has come out with these futuristic bathroom fixtures. The metal spigot has the top portion removed, creating a visible canyon for your water to run through. As if these rectangular minimalist fixtures weren't beautiful enough, they also feature temperature sensitive LED's lining the walls of the canyon, which illuminate the water in different colours depending on the temperature of the water (red=hot, pink=warm, blue=cold). Who knows, maybe it could help prevent those nasty surprises you sometimes get when washing your hands or stepping into the bath a little too quickly.
http://www.hansa.de
Trend: Increasing use of colour
Why wouldn’t you make a product use different or even the full spectrum of colours? Increasing use of colours has many advantages. For example: the ability to make a simple measurement, it can be a warning indicator or it can simply improve the overall aesthetic appearance of your product. You can add new functions through employment of effects.
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 Transparent and honest TV ads, they exist. Bacardi-Martini selected LG&F to make their new TV ad for Eristoff. The Agency decided to make Eristoff’s CEO the spokesman for the brand. Not to praise his fabulous company, but to explain to viewers the simple truth about Eristoff: it’s all about making the man at the top even richer. What’s more, he implores the world to help make his dreams a reality. They named the ad "Pretty honest for a vodka".
http://www.lgf.be
 Another transparent TV ad is "big ad" by George Patterson Partners for Foster's Brewing Group. The ad shows crowds of men in different coloured choir robes running across a paddock, singing along to Carmina Burana with lines such as “it’s a big ad… expensive ad… this ad better sell some bloody beer”. As they come together they get into formation to create an image that from the air looks like a man drinking a beer.
http://www.bigad.com.au (You will get a warning. Clicking "yes" won't harm your computer).
Trend: Increasing transparency
The trend increasing transparency can also be seen figurative. A transparent policy makes the prospects believe you are honest with them, and people mostly appreciate this.
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Pneumatic vacuum elevator
 This month we selected the submission of Mathieu Van Marcke from zooom.tv.
 Gone are the days of science fiction when people travelled in transparent bubbles. Today this is no longer a product of our imagination. There is a bubble that can carry you without cables, pulleys or pistons. It is a self-supporting vacuum elevator; a light and resistant structure built with aluminium and polycarbonate. By simple principles of physics; the difference in air pressure above and beneath the vacuum elevator cab literally transports you by air. It is the vacuum pumps or turbines that pull you up to the next Floor and the slow release of air pressure that floats you down.
http://www.daytonaelevator.com
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Please do not hesitate to send us a great innovation you have spotted.
We might include it in our next month issue.
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 CREAX seminar
If you enjoy CREAX newsletters, you will enjoy our hands-on Systematic Innovation seminar. Our next 2days seminar is scheduled for the 29th & 30th of September.
CREAX also offers exclusive company specific corporate seminars. Participants learn how to apply the Systematic Innovation Methodology in their day-to-day job in an interactive way. (more info)
" Very interesting and inspiring course. I learned a lot. One of my best courses. "
Mark v.D., Philips, The Netherlands |
Over the last years, over 400 people subscribed and participated with enthusiasm to the Systematic Innovation Methodology seminars. CREAX trains people both during company-specific in-house seminars, and open training seminars:
Publication of DIVA in TRIZ journal
 TRIZ journal will publish some papers about our new directed variation method (DIVA) and our new software.
‘So advanced it is simple’ DIVA describes a way of conducting problem solving and innovation studies. DIVA is especially aimed at rapid and effective building of an in-company competence in effective innovation.
Innovation is defined as creating value; value is defined as more of the good (performance, ergonomics and design) and less of the bad (danger, pollution, cost). We want things to function better (to perfect), safer (to harmless), greener (to ecological), easier (to automatic), nicer (to experience) and cheaper (to free).
We welcome you to read the full article at TRIZ journal.
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CREAX n.v. Mlk.Plumerlaan
113 8900 Ieper Belgium
T +32 57 229480 F +32 57 229481
www.creax.com
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