RP Crawford's Attribute List: A Technique for Empowering Creativity

Who I am
Louise Hay


Author and references
Very often when we talk about creativity it comes to us
to mind the idea of ​​an innovative product. However, there are several degrees
creativity and sometimes you don't need a completely new product, but simply
to downsize the ideas that we already have and that have already been useful to us in
past. To achieve this one of the techniques
best is the Attribute List created by RP Crawford. How is this technique applied? For this technique to give results in the first place
you have to make a list of the characteristics or attributes of the product or
service that you want to improve in order to later explore new ways
allow you to change the functionality or improve each of these
attributes. Let's take an example: suppose a firm
you want to develop new ideas for improving a blender (this is the
problem). 1. Make a list of the current attributes of the model.
It would look something like this: - Made of stainless steel - Wooden handle - Handmade - Variable speed - Anyone can use it - You need both hands to use it 2. Each of the attributes is analyzed
individually and ask questions about how they could be
improve, for example: - Wooden handle: you could make another one
material? Could it fit in the hand? Could you have it in different colors?
Could it have a completely different design? - You need two hands to use it: you could
manufacture in such a way that it can only be used with one hand (for
example from a disabled person)? You could embed a device for it to
be used with one hand only? Should it have an engine? And so to follow. How many more questions for each
attribute the better it will be. 3. The best ideas that came up in step number 2 do
they select for a later evaluation.
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