He is a specialist of creativity. According to him, Japanese companies have always been good to procuced very nice technological state of the art products. Nevertheless, they integrated too seldom the creativity, design and cultural inputs which give, today more than ever, the value to new items.

Toyota, once the champion of innovation in the world, is now facing a huge crisis due, for a part, for its inability to start from the customer’s taste and cultural sensitivity instead of giving the key of innovation mainly to engineers, who draw very efficient cars but too light in terms of emotional attraction.
Nowadays, however, Japanese cultural productions are becoming very popular all around Asia.

Will the economy of Japan rely more, soon, on cultural soft products than industrials outputs ?

Flickr Biotwist

Among the many options within Dell’s order process, I could choose de design on the back of the laptop. My choice, though, was limited to a range of propositions, going from a full purple colour version to an arty futuristic composition. And what about a drawing of mine ? Or a picture of my childrens ? The view from my appartment, during the last vacation ? No clue…

Would Dell be in a mindset of Mass Customization, this feature would have been available on the website, may we think.

What about design mass customization ?

All right. Perhaps plastic printing technologies is not that developped yet. So far, any electonic device manufacturer isn’t abble to deliver a washing machine in the exact olive green colour I wish to fit with my walls. Though, several online companies live now on the model “the customer is the designer”. Not the least are textile producers like Threadless, Lafraise or Spreadshirt. He/she can bring his/her own symbol, drawing, tattoo, message (as far as not copyrighted) and make it printed on the clothes. Cafe Press users, another example, sold goods for 100 millions $ of self customized T-shirt.

Mass customization is taking ground. Examples flourish, where one can custom its own wine, its music instrument or a piece of furniture.

Frank Piller, a researcher from the RWTH Aachen University in Germany, is confident that mass customization is heading to a bright future. Even if we are still in early days :

“The market for mass customization still is a tiny niche, but growing rapidly. Confirming the research we recently finalized for our SERVIVE project (an EU funded project on mass customization or apparel), the Spreadshirters confirmed our assumption that customized products are still addressing a very small fraction of the market only. The core task today is to educate the market, not so much surprising it with ever new offerings. Most consumers just have never heard about the opportunity that there is something else then ready-made stuff on the shelves. Sounds strange to you when you are reading this blog and this lengthy posting until here, but these people exist. And they are the majority!”

Personaly, I look forward to see car manufacturers letting their customer order and choose online the colour and the flavour of their new vehicle’s outfit….

Crowdsourcing and supply chain

The toy producer Lego is not doing something else, by the way, with his succesful Lego Mindstorm platform, where fans can design their own robot, machine, truck, etc.

But the Danish company adds something on top of that. The best designed products will be put into production and broadly marketed, with a royalty fee given back to the original designer. There, mass customization meets crowdsourcing and the boundaries between client and vendor are shrinking.

Should mass customization  take off, the impact for the supply chain management, transportation, logistics, will be substantial. Or maybe not. After all, we already live in a time-to-market economy, as Dell, Nike or Levi-Straus show. With mass customization, the challenge will be to open the array of choice, not restrict it to a preselected list of features,  in order to allow a real personnalisation of the items. That is a new way to innovate.

Nowadays, Gregg Fraley advises companies all around the world. Beside, the author gives speeches about the ways innovation shoud be implemented.

Globe Corp.biz met the creativity and innovation expert at the Creawal Forum 2009 in Liège.

Innovation: not a isolated process

Two tips to avoid ineffective and without brainstorming overnight

Though, brainstorming requires some precaution: “Pay attention to what comes before and after the brainstorming. Before it must be prepared, be well aware of market needs. Clearly identify challenges that must be met. If you brainstorming out of a vacuum. You may come with great ideas but they wont necessarily sells or be applicable. After brainstorming it is important to  keep track of all ideas and take action on the basis of some of them. This step is strategic, by doing so you show that you take these sessions seriously. This way, your employees will be keen to generate quality ideas”

“Generate new ideas  doesn’t cost money”, Fraley stresses. Only their implementation requires an investment. You can even sell some of your ideas “because what attracts investors if it is a good idea?”

Difference between creativity and innovation, the definition of Gregg Fraley

Eventually, the consultant explains the difference between creativity and innovation. For Gregg Fraley Creativity is “a novelty that is useful” while innovation is “using a novelty that is useful and generate one way or another value. Whether it is money or improvement in processes. However, we should not limit the creativity to art and self expression, adds Gregg Fraley. Being creative can also mean making decisions or doing some analysis. “There can be no innovation without creativity, any business needs to encourage it”, sums up the expert.

Worth reading on the topic:

Emphasis on Innovation, Brand Building during Recession

Open innovation and other foolish ideas

Creative Problem Solving, interview with Gregg Fraley (Jack’s notebook)