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From Strategy to Real Business Impact

Victor Fey, John Cooke

The task of turning business objectives into successful new products is one of the biggest challenges facing any manufacturing company. The innovation process behind this transformation involves several key steps: identification of high-potential opportunities, conversion of these opportunities into functional product requirements, concept generation, selection and implementation. TRIZ can effectively support and boost each of these activities. A systematic application of various TRIZ tools (as well as some other productivity-enhancement methods) to product innovation is illustrated by a story of the development of FlaviaTM – a unique and breakthrough coffee-brewing system that delivers coffee shop quality across a complete cafe menu.


VFVictor Fey has over 28 years’ experience in TRIZ research, training and application. TRIZ Master and Adjunct Professor of Mechanical Engineering at Wayne State University, he has successfully consulted for many Global 500 companies and conducted numerous training courses for industry and academia. His latest books include, Effective Innovation: The Development of Winning Technologies, published by ASME Press in 2004, and Innovation on Demand: New Product Development Using TRIZ, released by Cambridge University Press in 2005. He is Chairman of the Education Committee of the Altshuller Institute and Member of the R&D Council of the International TRIZ Association


john cookeJohn Cooke, founder of CoCatalyst Ltd., is a seasoned innovation expert with over 20 years’ experience working in senior roles for Mars Inc. During his time at Mars, John was responsible for introducing developments which helped to make the FLAVIA brand one of the fastest growing Mars brands. Since leaving Mars, John has trained and consulted across many industrial sectors, including Wind Energy, Medical Devices, Food, Paper, Rail, Automotive and Consumer Products. John has in-depth expertise in a number of key innovation practices, such as technology scouting, Open Innovation and TRIZ, and a strong track record of innovation success with a portfolio of over 50 international patents. John is particularly interested in developing powerful systematic innovation tools, such as TRIZ, and in promoting effective innovation practices.

Inside TRIZ

Case Studies From A Breakthrough Innovation

Inside TRIZ
Photo of Darrell MannMarch 2012
Darrell Mann
Case Studies From A Breakthrough Innovation
"Starting in August 2004, the Hong Kong government began sponsoring a deployment of TRIZ to a cluster of eight local companies. Over the course of the next 15 months, each company was invited to assemble a team of between 5 and 8 engineers and designers each of whom would be exposed to a series of six three-day TRIZ education and utilization sessions. The aims of the program were for each company to realize new products, patents and tangible financial benefits, and to measure the extent to which TRIZ allowed companies to accelerate their rate of innovation. This paper describes a collection of some of the success stories emerging from the program."

TRIZ Features

Alexander Selutsky

TRIZ Feature

Alexander Selyutsky - a key figure in the history of TRIZ!

Alexander Selyutsky

Selyutsky Alexander Borisovich was born April 6, 1933 to an intelligent Jewish family residing in Leningrad. During the World War II the plant where his father was working was evacuated to the Urals, and the family (the parents and Alexander) moved to Chelyabinsk. Here, Alexander graduated from high school. He wanted to go to a military school, but didn’t pass vision test and entered the Chelyabinsk Polytechnic Institute. In his first year he was forced to learn boxing (because of frequent anti-Semitic attacks) and became a Komsomol activist.

After graduation, he was sent to Petrozavodsk Onega tractor plant, where he worked as a designer. He continued leading a very active social life, organized and led voluntary militia patrolling the streets of the city because the situation was very criminal. In the search for more satisfying work he became interested in patenting, completed appropriate courses and became a patent agent.

In 1960, Alexander married Dolly Naumovna Audleys, and had a daughter Alla in 1961. The same year G.S Altshuller published a book " “Learn how to invent"[1] . After reading this book in 1965 Selyutsky wrote a letter to Altshuller. This letter started their acquaintance by correspondence. Since then, Alexander became one of the most dedicated Altshuller’s disciples and an active promoter of the emerging new science.

They finally met in 1968 in Dzintary (near Riga), at the seminar organized by the Central Board of VOIR (state leading inventors’ and innovators’ society) that invited Altshuller and several of his associates. It was the first time that Alexander and others got a chance to work under the direct guidance of Altshuller and to learn from him. Later, in 1983, Alexander participated as one of the instructors in the seminar conducted by G.S. Altshuller in Moscow at the Institute for continuous education for chemical and petroleum industries.

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