Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Disorder, Disbelief and Dissonance: 3D innovation

Posted on: 28 October '10


No, this is not a vocabulary contest for 3 words starting with “dis”. The thought came to me when I was leafing thru Capt KK John’s material on SIT (Systematic Inventive Thinking). There are only 5 principles in the SIT method, a welcome change from the 40 principles of TRIZ. Now, I was thinking further about this and thought, one could condense this down to the 3Ds.

Disorder: If one is used to a certain order, can you change it? Reversal being one of them. Take a desktop for example. The order is very clear. The keyboard has to be in front, mouse on the right side (for 5% of the planet, on the left side), monitor in front, power source and other connections at the back. Change the order a little bit, monitor at the back (Point of sales guys usually have a monitor turned away from themselves), mouse above me, keyboard on my right. One could come with cute ideas for this configuration. Nothing is sacrosanct about order, in fact, thermodynamics tells us that it takes us more energy and effort to keep things in order. (look at my desk and you’ll know ;-)). I keep messing with the order in my car. I have the gear on, while depressing the clutch and then starting the engine. It works just fine!

Disbelief: I feel that when one stops believing in something they just take out or transform this something. I no longer believe that physical gadgets do any good to me, so I have gotten rid of them. I feel that laptops are more a heavy paperweight than utility machines, so my travel hardly involves a laptop. If you stop believing that a component is necessary in your module, your instant reaction is to get rid of that component (comment it out, bro!). What does a company do when they no longer believe that a unit is helping them?

Dissonance: This is the state where opposing states of the same object exist at the same time. If you are still remember your high school chemistry, there is a principle called Pauli’s exclusion principle, which states that electrons with opposite spins are the most preferred configuration. So, if you disagree with someone or you hold opposing views about something, that’s probably what Nature wants you to have. Classic cases where dissonance is action are:

  1. Pencil with an eraser
  2. Keyboard with backspace

Ok, now, that you are aware of these principles, how do you use them?

Ask yourself these 3 questions:

    1. How can the order of events or objects be changed in your system?
    2. Do I believe that this component is still useful for the function that my system is performing?
    3. How can I include the opposite of what I am trying to achieve in this system?


These alone should give you very powerful ideas, because they question the fundamental basis!

Basic requirement is a box or a system for this method to work.

Have fun!

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  • Manju


    Disconnect could be added to the list :)! Looking for dots to connect, all the time, is something that takes away innovation and brings drudgery :). Innovation needs ennui and perhaps a dash of incoherence!

    You just presented the appetizer, I wanted the main course. Perhaps it will follow, eh 🙂

    But SIT is more pleasing than TRIZ…but I am generally not so comfortable with ‘methods’ anyway!


  • shankar

    Dissatisfaction – here is teh 4th D. I believe the most important ingredient for successfull innovation is total dissatisfaction with status quo (just like necessity is teh mother of invention, dissatisfaction is the mother of innovation). This 4th D will drive us to come up new insights and grow these idaes into valuable innovations.

  • Thanks–great structure for “trimming” and I put a link on my Twitter stuff.

    Hello from the European TRIZ Association meeting.

  • Thanks Ellen for spreading the word! Have fun in Italy! My next blog post will talk about something we talked about when you were in India.

  • Hi Manju,
    thanks for your response! Disconnect certainly is a good addition to the list. Perhaps, applies to the internet era the best! Disconnect lead to offline browsing, offline email. You are right that this is just a beginning (appetizer), but I felt that these 3Ds cover a huge ground in terms of breaking the shackles.

  • Hi Shankar,
    Brilliant! Now, you are taking us into the realm of subjectivity and therein, I believe, lies the biggest bang for the buck!
    May be dissatisfaction is the start of the whole process. You want to innovate because you are dissatisfied with your current solution. Then you use the 3Ds to generate different solution. What one can dwell in the dissatisfaction part is what feature or style is one dissatisfied with?
    For example, in Windows OS, I am dissatisfied with the installation part of the OS. In MS Outlook, I am dissatisfied with the configuring part.