Page 57 - The Design Thinking Playbook

As described, the “why” and the “how” questions can expand or narrow down the framework.
A natural adjustment often takes place in a brainstorming session, especially if various methods are used
in brainstorming, such as transforming and combining or even minimizing.

Method How can we solve our problem?
Minimize reduce it? reduce an existing solution?
Maximize expand it? expand an existing solution?
Transform mentally transfer it to another area? transfer a solution existing in another area to
my problem?
Combine combine it with other problems? combine several existing solutions?
Modify/ modify it? modify an existing solution?
adapt
Rearrange/ change or invert its internal order? change or invert the order of an existing
invert solution?
Substitute substitute a partial problem? substitute a part of an existing solution?

Let’s take the example of a BIC ballpoint pen and the method of leaving out or reducing. For the BIC ball-
point pen, everything that was unnecessary was left out. All that was left in the end were three indispens-
able, essential parts: the refill, the holder, and a cap that also serves as a clip. An ingenious product that
has remained unaltered for more than 50 years.

Is there even any room left for innovation?

The answer is: Yes! Perhaps you have already asked yourself before why the cap of the BIC ballpoint
pen has a hole at the tip. The hole was not always there. It was designed to prevent small children from
suffocating if they swallow the cap and it gets stuck in their windpipe. Sufficient air can still get through
the little hole. This is why BIC pen caps have had holes for more than 24 years.

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