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How Can TRIZ Help Us Finding Marketing Solutions

How Can TRIZ Help Us Finding Marketing Solutions

| On 01, Jan 2010

Message: 220
Posted by: Fabio
Posted on: Tuesday, 30th January 2007


I am Fabio, a young Italian engineer.

I'd like to know if there are papers on the adoption of Triz for marketing solutions, better if focused on how can Triz can help us when we have to place a new product on the market.

Obvoiusly every idea from is welcome, as like as your opinion on the subjet.

Thank you, and sorry for my poor english.


Message: 221
Posted by: Michael S. Slocum
Posted on: Wednesday, 31st January 2007


When you need to market a product you must catch the attention of your potential markets. The number of products and services that are available today have reached the point of saturation. Also, the volume and types of marketing campaigns are legion and it is becoming more difficult to prodcue innovative marketing campaigns. TRIZ may be used to satisfy such a purpose. The following link is to an article that describes the 40 Innovative Principles (from TRIZ) from the marketing and sales perspective:


Michael S. Slocum

Message: 222
Posted by: Ellen Domb
Posted on: Wednesday, 31st January 2007

I agree with Michael–you can find lots of suggestions by extending the 40 principles to the sales and marketing process. Another TRIZ method that can help is Function Analysis, especially if you describe the functions that the (potential) customer is trying to achieve, and make your language very general–no jargon. This is the same approach we use when writing the Ideal Final Result. This frequently gives you new insight into what the customer wants to do, which can help you develop the right product. If you already HAVE a product, and you are trying to find customers for it, the same method helps–define what your product does, without technical language. For example:

Message: 223
Posted by: Ellen Domb
Posted on: Wednesday, 31st January 2007

Continuation of previous post–my example was a company that sold pumps for use on boats. When they redefined the pump as “a way to move liquid from where you don't want it to where you do want it” they found lots of new markets, starting in the food industry. One way to get new ideas is to go to trade shows and conventions, and look at what problems people are trying to solve. Don't look for “who needs a pump” but look for “who needs to move liquids” in this example.

Message: 225
Posted by: Jack Hipple
Posted on: Friday, 2nd February 2007

Fabio, I'd suggest you also use the simple “9-Box” TRIZ analysis to think through your product and service.  Place your product or customer in the middle of a “tic-tac-toe” box.  Below, place the components or raw materials you use. Above you describe the system or service your product is being used in or integreated into. To the left and right of each box is the time progression that can also be analzed with TRIZ lines and patterns of evolution. TRIZ teaches us that systems are integrated into their super-systems over time.  Look at your product in this way and see where it fits, what function it provides, what resources it uses, how it is used, etc.

Message: 228
Posted by: Gregory Frenklach
Posted on: Saturday, 3rd February 2007

Usage of multi-level analysis in order to widen field of your potential customers.
1. Your specific system with specific set of its parameters (parameters' level) -> your nowadays customers (and your initial point)
2. The technical solution your specific system is based on (means level) -> what are the customers that need the same technical solution, but with different set of parameters?
3. The physical (chemical, biological etc.) solution your specific system is based on (technology level) -> what are the customers that need the same technology (but different technical solution) and what are the functions (different from your system functions) that your specific system technology  is able to support?
4. The functions of your specific system (method level) -> what are the customers that need the same functions?
5. The result of your specific system (result level) -> what are the customers that need the same or a little different (in other environment for example) result?
Good luck!

Message: 232
Posted by: Fabio Pesenti
Posted on: Sunday, 4th February 2007

First of all I want to thank everyboy for their precoius help.

Starting analyzing the matter I focused on the use of the 40 principles (applied to marketing). Using them, since there was an abvoius problem with he contradictions matrix, I applied them to other famous marketing/economics matrixs, as like as the swot matrix, finding a way to adopt them in a versatile way.

Other approaches adopted was:-the analysis of the patterns of evolution-the analysis of the resources with a triz point ov view- an analysis of ideality, contradictions and other triz point of viewing my problem

Initially I was not focusing on the 9 screen approach, but as I can see it can get even more useful than what I initially thought.

Even the function analysis did not receive all the attention that it deserve, as I can see, for example conjoined with the analysis of the patternes of evolution.

Thnak you once more for your time and you replies.Fabio Pesenti

Message: 248
Posted by: Pentti Soderlin
Posted on: Thursday, 8th February 2007


The very first point in TRIZ as well as in any problem solving method is to define one’s problem.

So, what is your problem?

Maybe the following (not necessary an exhaustive list of possible causes) :

  1. You don’t know how to market in general.
  • take a seminar, buy a book or hire an expert to do the job
  • No TRIZ required
  1. You don’t know how to market a new product
  • contact the marketing people in your company and ask for help


  • take a seminar, buy a book or hire an expert to do the job
  • be acquainted with market if totally new. Hire somebody to do the foot job to acquire data on market, competitors, prices, costs etc.
  • No TRIZ required
  1. You have tried but failed
  • analyse your input:

    • too low? Additional input required, but don’t have the resources?

    • Possible TRIZ solution: separate your efforts in time, place, structure (Physical Contradiction)

      • place your bets in successive order (different time) in different markets
      • focus on your domestic, foreign, EU or global market area in turn (different places)
      • join, cooperate or create an agent network (structural solution)
    • sell your idea/product to someone already in the business
    • or/and review your product (see also 6 below)
  1. You have tried but failed

  • analyse your input:

    • large amounts of resources already spent, no output?

    • Go back to square one:
    • analyse the idea of your product anew. Is your novelty good enough/ do potential clients prefer the existing ones? Is your product competitive enough, does it represent good value for the client?
    • who are the players? Can you in general compete with them? What kind of products do they have? Is there in general enough space for some new one? (There usually is at least in bits and pieces.) For how big a share you are aiming?
    • still convinced of your product? Maybe an outside expert should check your analysis?
    • money left to spent? If not, sell your idea/product to someone already in the business
  • No TRIZ required
  1. Analyse your marketing concepts
  • have you used the proper medias? How do the others market? Any idea how much they spend in marketing? If not: let somebody investigate marketing tactics/procedures.
  • can you find a novel way of marketing? Can you take a shortcut?
  • No TRIZ required
  1. Analyse your product the TRIZ way.
  • find Technical and Physical Contradictions. Solve them as adviced.
  • find new ways to fulfill the functions. Get ideas from data banks.
  • take advantage from the existing competing products. Analyse them carefully. If you don’t understand features in those, get the explanation for reasons underlying.
  • reduce the cost and improve the functions and hence the value of your product.

TRIZ extremely important tool!

Happy marketing!

Message: 331
Posted by: Prakasan K
Posted on: Tuesday, 6th March 2007

System-Operator or 9-Window is a wonderful tool to look at several super-system elements and see where the market is. Recently we did a project for developing a new product which earlier planned to sell it as a fleet management product. Looking at the present and future super system, we found several new market opportunity and how existing product can help that market by slight modification.