The Cognitive Challenges
of Innovation
Amit Mayer
Duncker’s Experiment
Amit Mayer
Duncker’s Experiment
Amit Mayer
Duncker’s Experiment
Amit Mayer
Functional Fixedness
Functional Fixedness | Definition
The tendency to create a strong association between an
element (physical or other) and its designated function,
resulting in difficulty to consider additional functions for
that element.
Amit Mayer
The Bad, the Good and the Great News…
The BAD news:
Functional Fixedness is an omni-present cognitive force that limits
our innovative capacity, i.e. our ability to develop truly innovative
ideas.
The GOOD news:
Understanding Functional Fixedness gives us a clearer sense of
what we are up against. It is a piece of ‘counterintelligence’.
The GREAT news:
Based on this understanding we can identify simple tools and
strategies to mitigate the limiting effects of Functional Fixedness!
Amit Mayer
Systematic Inventive Thinking - Task Unification
Task Unification | Definition
Assigning a new task to an existing resource.
Amit Mayer
Systematic Inventive Thinking - Task Unification
Task Unification | Definition
Assigning a new task to an existing resource.

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



Candle
Thumbtacks
Matches
Wax
Wick
Outer match box
Inner match box
…
Amit Mayer
Systematic Inventive Thinking - Task Unification
Task Unification | Definition
Assigning a new task to an existing resource.
 The Walkman
Amit Mayer
Systematic Inventive Thinking - Task Unification
Task Unification | Definition
Assigning a new task to an existing resource.
 Sprinklers
Amit Mayer
Systematic Inventive Thinking - Task Unification
Task Unification | Definition
Assigning a new task to an existing resource.
 VW Beetle water pump
Amit Mayer
Systematic Inventive Thinking - Task Unification
Task Unification | Definition
Assigning a new task to an existing resource.
 Espresso coffee machine
Amit Mayer
Systematic Inventive Thinking - Task Unification
Task Unification | Definition
Assigning a new task to an existing resource.
 Police Barrier
Amit Mayer
Systematic Inventive Thinking - Task Unification
Task Unification | Definition
Assigning a new task to an existing resource.
 Airplane lavatory
Amit Mayer
Structural Fixedness
Structural Fixedness | Definition
The tendency to create a strong association between an
element or a process and its structure , resulting in
difficulty to consider an alternative structure/order.
Amit Mayer
The Bad, the Good and the Great News…
The BAD news:
Structural Fixedness is another omni-present cognitive force that
limits our innovative capacity, i.e. our ability to develop truly
innovative ideas.
The GOOD news:
Understanding Structural Fixedness gives us even clearer sense of
what we are up against. It is another piece of ‘counterintelligence’.
The GREAT news:
Based on this understanding we can identify additional tools and
strategies to mitigate the limiting effects of structural Fixedness!
Amit Mayer
Systematic Inventive Thinking - Division
Division | Definition
Rearranging the components of a product or a
process in space or in time.
Amit Mayer
Systematic Inventive Thinking - Division
Division | Definition
Rearranging the components of a product or a
process in space or in time.
 Street lamps and reflectors
Amit Mayer
Systematic Inventive Thinking - Division
Division | Definition
Rearranging the components of a product or a
process in space or in time.
 Refrigerator with bottom freezer
Amit Mayer
Systematic Inventive Thinking - Division
Division | Definition
Rearranging the components of a product or a
process in space or in time.
 Blinkers on mirrors
Amit Mayer
Systematic Inventive Thinking - Division
Division | Definition
Rearranging the components of a product or a
process in space or in time.
 Http cookies
Amit Mayer
Systematic Inventive Thinking - Division
Division | Definition
Rearranging the components of a product or a
process in space or in time.
 Divided antibiotic prescription
Amit Mayer
Systematic Inventive Thinking - Division
Division | Definition
Rearranging the components of a product or a
process in space or in time.
 Andersen's Easy-Install storm doors
Amit Mayer
SIT Helps …
Amit Mayer
Amit Mayer
Innovation Should be Like …
…a Treasure Hunt?
…the Gold Rush!
Amit Mayer
Thank you
Amit Mayer
[email protected]
www.sit site.com
Amit Mayer