Powerful and Structured Innovation using Contradictions for Gaining Orientation

An increasing number of tools and techniques are available for improved performance in creativity, invention and innovation. These tools and techniques address specific problem areas such as identification of customer need, identification of creative potential solutions and marketing concepts. WOIS is a strategy which combines these tools in order to enhance the effectiveness of problem-solvers' daily work by structuring the innovation process into three stages, covering the development procedure from 'problem identification' right through to 'innovative solution concept'. It is currently in use to great effect in a number of industries. The key to the effectiveness of WOIS is to allow the contradicting development factors to contribute to a novel and innovative solution to the problem. This differs from the commonly taken approach, which consists of formulating the most suitable 'trade-off' to best suit customers' requirements. This paper describes the first stage of WOIS and gives an introduction to the further steps which result in the definition of an innovative solution concept.