Case analysis of innovative thinking: a typical case analysis

Nowadays, the demand for innovative talents is more and more urgent, and innovative thinking, as the first step of innovation, is also the core, foundation and premise of innovation, and the cultivation of its ability should be paid more attention. I'll introduce you to a case of innovative thinking, hoping to help you.

Case study of innovative thinking 1? The famous Hilton Hotel Industry was established in the 1920s. At the beginning, Hilton, the founder, wandered around the commercial street in Dallas and found that there was no decent hotel here, so he came up with the idea of building a high-class hotel.

Hilton is a person with strong creativity and action. She will do it when she thinks of it. He soon took a fancy to one? A treasure trove of feng shui? . Hotels belong to a typical service industry, and the anchor is the most influential factor in this industry. Choose a good anchor, even if the initial investment is large, it will be quickly recovered in the subsequent favorable operation. So Hilton is determined to buy this land of geomantic omen.

The transfer price of this land is $300,000, and the funds he can pay now are only $5,000! Besides, after solving the land, we have to raise a lot of construction funds. So, on the surface, this project is obviously not feasible.

But he didn't give up. He solved the problem. First, he broke down the land cost of 300,000 yuan to each month. He said to the landlord. In the first 90 years, I rented your land and gave you $30,000 a year, paid monthly, and 1990 gave you $2.7 million. Once I can't afford it, you can auction the hotel, and the other party thinks it's a good deal.

After signing the land lease agreement, Hilton kept telling investors about her own plans to open a hotel and attractive business prospects, and soon reached an agreement with a big investor to build a hotel. The hotel was completed as scheduled, and its operating efficiency exceeded expectations, which was a great success. Since then, Hilton has embarked on the road of a world-class hotel king, and once ranked among the top ten richest people in the world.

The above cases are based on economy and timeliness, and the rent problem is reconsidered by decomposition method. Existing limited funds are used as the capital for signing the agreement, and future project profits are used as the performance capital. Then, he took the economy as the clue, the structure and interests as the entry point, enlarged his agreement right into stock capital with wisdom, turned the pressure of construction funds into the investment motive force of another investment, and solved all the construction funds. It is intellectual capital that created the famous Hilton Hotel.

Case study of innovative thinking II? By July 30th, 200010, Apple's market value was close to $250 billion, surpassing Microsoft and becoming the most valuable technology company in the world. But as early as the beginning of 2003, Apple's market value was only about $6 billion. In just seven years, the market value of a large company has increased 40 times, which can be said to be a miracle in the history of enterprises. Apple can change from rotten apple to golden apple, and its success mainly benefits from continuous innovation. This paper mainly analyzes Apple's innovation road from two aspects: innovation types and innovation methods.

I. Types of innovation

1, product innovation

From 1998 to 20 10, Apple introduced innovative products with the prefix I one after another.

(1) 1998, the first iMac was launched. Then a plastic box, including oranges,

Blueberry, strawberry and lime are four colors. This candy-colored computer became the best-selling model in the market in the first year, and they were also the first batch of Apple products with the prefix I.

(2)2006 54 38+0, launched the iPod music player. Since then, Apple has successively introduced 10 iPod.

Including video screens to smaller iPod Nano, as of April this year, 654.38 billion iPods have been sold.

(3) iTunes was launched in 2003. Excellent software has established a strong business model and proved that as long as the price is reasonable.

Comfortable and simple enough, people can actually pay for music.

(4) In 2007, Apple introduced the iPhone. Set off a mobile phone revolution, this device will send emails,

Movies, music and website browsing are all integrated in a 3.5-inch mobile phone.

(5) At the beginning of 2065438+00, Apple introduced the iPad. This new product uses the same operation method as the iPhone.

The system also looks like an enlarged version of the iPhone, and the application software also follows the model of the iPhone APP store. Although this product is controversial, it has always been? Apple powder? Warm support.

2. Concept innovation

(1) Design new products according to user needs rather than technical requirements.

In the design of products, we should first consider the personalized needs of users and the simplicity of operation. For example, the iPod is not the first music player, but it is the first player that can meet the various needs of users in the process of enjoying music. The iPod development team first investigated the reasons for the slow sales of MP3 players, and found that one of the reasons was the small storage capacity. When users want to listen to other songs, they have to replace the content one by one, which can't provide users with a good experience. Therefore, the development of iPod is first positioned on the large-capacity player. In design, in order to make it easier for users to control, all hardware unrelated to music should be avoided as much as possible. In addition, the iPod has some additional functions, such as recording function, digital camera companion, and storing data files in non-audio format like a mobile hard disk, which is convenient for users' work and life needs.

(2) Exceeding the needs of customers

Not only to meet the needs of customers, but also to give them something they must want but didn't think of. For example, users' pursuit of mobile phones is no longer a simple call function. Various applications and good mobile Internet experience are the focus of current and future users, and iPhone has prepared everything for users in advance. As a result, iPhone not only achieved its own success, but also introduced the mobile phone market to another realm. When the traditional mobile phone market has not yet reacted, it has become the leader of the new generation mobile phone market.

3. Business model innovation

(1) Re-examine the customer's value proposition and create new markets.

ITunes Music Store is such a successful business model. It is an online music store operated by Apple and released at the same time as the third generation iPod. Its track update speed is often faster than that of record publishing, with more singers and very detailed track and album information. This service model adopted by Apple is very suitable for the actual needs of consumers. Here, users can download any song in the new album for $0.99 without having to buy the whole album for one or two songs. And under the authorization of the record company, users can burn songs to ordinary CDs and copy them to other computers with restrictions. On the other hand, for content providers, the marginal cost of selling iTunes music store is very low, even if it is sold at a low price, it is profitable, so they have the incentive to provide more service content for iPod. Is it here? Win three? By July 2005, the iTunes Music Store had sold more than 500 million songs.

Now, iPod+iTunes has become an all-round new service that breaks through the traditional industrial model.

The supply model covers hardware, software, services and supporting products, which can be said to be the integration of innovation and services. Among them, the hardware is an iPod player, including iPod, iPod nano, iPod shuffle and so on. The software is the interactive interface of iTunes. As long as the hardware structure and content change, the functions of iTunes will also change.

Apple's real innovation is not the hardware level, but making it easier to download digital music. With the combination of iTunes iPod iPod, Apple has created a brand-new business model? Integrate hardware, software and services. This innovation has changed two industries? Music player industry and music record industry. For Apple, the core function of iPhone is a communication and digital terminal, which integrates the functions of mobile phone, camera, music player and PDA. This multifunctional combination provides users with a single function beyond the mobile phone or iPod. Apple's APP Store has nearly 200,000 programs, which is also an important part of customer value proposition. In addition, Apple has done a very good job in user experience, which are all customer value propositions provided by Apple.

(2) Innovative profit model.

For Apple, there are two main profit paths: one is to get a one-time high profit by selling hardware products, and the other is to get a continuous profit by selling music and applications. Due to the excellent design and the support of more than 654.38 million music and applications, the profits of iPod, iPhone and iPad are much higher than those of similar competitive products. Similarly, those applications are more valuable because of the support of the above hardware.

After analyzing the innovation of Apple's business model, we can see that Apple has made a lot of innovations in clarifying the customer proposition and the company's profit model, thus creating value for customers and the company and being recognized by investors.

Second, innovative methods.

Apple has two meetings every week, and these two meetings adopt two different innovative methods, the first is brainstorming, and the second is black hat thinking.

1. brainstorming method

This method requires all creativity to be endless, non-critical, non-antagonistic and divergent thinking, and requires members to think and create freely without any conditions. Brainstorming follows the principle of 1234. First, everyone is required to speak, but only one person can speak at a time. The second is the pursuit: the pursuit of quantity and creativity; No: no questioning, no criticism, no interruption; Four key steps: moderator's speech, individual free speech, group discussion and group decision-making.

2. Black hat thinking method

Black hat thinking considers the negative and risks of things, and requires that possible problems in implementation be analyzed from an objective and negative perspective as much as possible. This method is just the opposite of brainstorming, which requires participants to be clear about everything and whether the crazy ideas in front can be applied to practice. Although in this process, the focus has shifted to the development and progress of some applications, the team should consider the potential development possibilities of other applications as much as possible. Even in the final stage, it is very important and wise to keep some creative ideas as a backup plan.

Case study of innovative thinking 3? A company of four people, with an annual income of 70 million, once had a brand called Monroe in the market. Only one product of women's pajamas was made, and the price was 188 yuan. There are only two styles, suspenders and shoulder-length ones, and only two colors, orange and purple. They used different sales methods. How to send it? It's free. If you think it's good, please help us with word-of-mouth publicity.

If I give you this pajamas, will you accept it? Of course it will.

But he made another request. We can give it to you. Can I pay the courier fee? The courier fee is one in 23 yuan, but cash on delivery and return are supported. Consumer zero risk. That is to say, you can get a lady's pajamas with a value of 188 yuan by paying 23 yuan express fee. Do you want it? Maybe you won't be tempted when you see it for the first time, but if you find that 157 website is advertising him at the same time, will you open it? Then, I believe that at least 80% people will order one. I saw it that year, too If I had forgotten it because I was busy at work, I would definitely order one!

So how much is it free? In the first stage, 6,543,800 pieces were sent. Let's calculate, 654.38+088 yuan a piece and 654.38+million yuan. how much is it? 65.438+88 billion RMB, this company is willing to smash a market with 65.438+88 billion RMB. Is there such a company? There should be no, or very few. Many people may think that it is losing money to earn money.

Ok, I'll show you an account.100000 pajamas are free. First, we need to solve the problem of supply. Everyone who does business knows that Yiwu Commodity Wholesale Market in China is world-famous, and there are many small garment processing factories there, so the cost can be very low.

And I have 100000 yuan, so can you make10 yuan for others and 8 yuan for me? Attention, it's women's pajamas in summer First, the style is simple. Second, the fabric is saved.

Why can 8 yuan's pajamas be sold to 188 yuan in shopping malls? Today, if we buy a pair of shoes, the market cost is 50 yuan, but when we go to the shopping mall, brand-name shoes should be 300 yuan, but brand-name shoes should be 500 yuan. Well, where did the money go between 50 yuan and 300 yuan? Shopping malls, yes, shopping malls charge 27% to 33%, and salespeople get 12%. The production cost of Monroe pajamas is only in 8 yuan, but consumers don't have a shopping mall link, so 8 yuan's pajamas are sold in shopping malls 188 yuan.

Only in this way can consumers really get benefits. Are consumers happy?

Consumers feel that they have earned it, and they must be happy!

Then there is the issue of express delivery. We usually send the smallest things by express delivery at least 10 yuan. However, if I have100000 pieces of express delivery in your company a year, can it be cheaper? So, 5 yuan was finally decided, because women's pajamas in summer are very light and small, and an envelope can hold them.

There are only advertisements left below. Originally, it was free to do this kind of free online advertising, because the website wanted page views. You should try it today. If the products are delivered free of charge, I guarantee that more than N websites will help you deliver things. But in order to make my pajamas crazier, as long as I post one on your website, I will give you a commission of 3 yuan. Will you make advertising crazier? So all websites help advertise.

Ok, let's calculate another account.

23 dollars MINUS 8 dollars MINUS 3 dollars MINUS 5 dollars. How much is left? 7 yuan, that is to say, they actually only paid 16 yuan for a pajamas, but the consumer paid the courier fee from 23 yuan. In other words, they earned 7 yuan just by giving a pajamas. China has a population of 654.38+03 billion. Can they give away10 million pajamas for free a year? The answer is, of course. In the end, they earned 70 million yuan a year by giving pajamas.

What did this company do? Express delivery. Who sent it? Courier, who made the advertisement? Website, who made the money? They made a profit.

Ok, next, let's calculate the profits of others. How much do you think this factory can earn by selling 8 yuan pajamas? Each piece can only earn 1 yuan, but all of a sudden I received a bill of100000. Does the manufacturer want to do it? The courier company charges 5 yuan. How much can a courier company earn? It's also a dollar. There is no cost for advertising on the website itself, so the net profit of the website is 3 yuan.

Together, these three workers only earned 5 yuan each, but how much did they earn by doing nothing? 70 million RMB.

Ladies and gentlemen, how many people are there in this company? There are four people in this company, from president, design director, sales director to accountant. How did the 70 million divided by four people make money? The most important thing is that they didn't do anything. Besides, everyone is happy!

All three cases show us the great power behind innovation, which makes us sigh and ponder. However, this story will never end from the beginning. In this creative era, there are always people trying to find new ways to change the future. This era is calling for the arrival of the next miracle under innovative thinking.

Innovative thinking case: the classic case of decomposition method "the establishment of Hilton Hotel"

The famous Hilton Hotel Industry was established in the 1920s. At the beginning, Hilton, the founder, wandered around the commercial street in Dallas and found that there was no decent hotel here, so he came up with the idea of building a high-class hotel.

Hilton is a person with strong creativity and action. She will do it when she thinks of it. He soon took a fancy to one? A treasure trove of feng shui? . Hotels belong to a typical service industry, and the anchor is the most influential factor in this industry. Choose a good anchor, even if the initial investment is large, it will be quickly recovered in the subsequent favorable operation. So Hilton is determined to buy this land of geomantic omen.

The transfer price of this land is $300,000, and the funds he can pay now are only $5,000! Besides, after solving the land, we have to raise a lot of construction funds. So, on the surface, this project is obviously not feasible.

But he didn't give up. He solved the problem. First, he broke down the land cost of 300,000 yuan to each month. He said to the landlord. In the first 90 years, I rented your land and gave you $30,000 a year, paid monthly, and 1990 gave you $2.7 million. Once I can't afford it, you can auction the hotel, and the other party thinks it's a good deal.

After signing the land lease agreement, Hilton kept telling investors about her own plans to open a hotel and attractive business prospects, and soon reached an agreement with a big investor to build a hotel. The hotel was completed as scheduled, and its operating efficiency exceeded expectations, which was a great success. Since then, Hilton has embarked on the road of a world-class hotel king, and once ranked among the top ten richest people in the world.

The above cases are based on economy and timeliness, and the rent problem is reconsidered by decomposition method. Existing limited funds are used as the capital for signing the agreement, and future project profits are used as the performance capital. Then, he took the economy as the clue, the structure and interests as the entry point, enlarged his agreement right into stock capital with wisdom, turned the pressure of construction funds into the investment motive force of another investment, and solved all the construction funds. It is intellectual capital that created the famous Hilton Hotel.

An example of innovative thinking: the birth of oil suction pump

A famous Japanese creative scientist described the process of his invention of the oil pump as follows: 1942. I was in the second grade of Jiuma Middle School at that time, and the purpose of the invention was to commemorate my mother. Express my love and filial piety to her. On a cold winter morning, I saw my mother in the kitchen with a huge 1800 ml glass soy sauce bottle in her hand. She poured soy sauce into a small bottle on the table. The soy sauce bottles used now have been changed into small plastic bottles, which are convenient to carry.

At that time, it was a big and heavy glass bottle, and there was no current outlet on the bottle mouth, so it was not easy for a woman to pour soy sauce into the inner container of a small bottle. In winter, the big bottle made of thick glass, together with the soy sauce inside, is frozen cold. Mom's hand was shaking all the time, and soy sauce spilled all over the table, but there was not much in the vial. Mother bent down and lowered her head, trying to do this difficult thing. I was very excited to see her curled up. On weekdays, I always want to do something for my mother and help her, and then I think: I must think of a good way to make my mother suffer less, so that she can easily fill a small bottle of soy sauce without holding a big cold bottle. ? So I went to the library by myself, read a lot of books and looked up some information. In the process of studying the theory and principle of fluid, I learned about the siphon phenomenon of fluid mechanics and found the key to solve the problem. First of all, I found the theoretical basis and mastered it? Rational? .

The theoretical basis is that when the fluid flows from high to low in the pipeline, although there is a section of pipeline above the liquid level in the middle, once the liquid starts to flow, it will always flow to low, which is the so-called siphon phenomenon. Of course, that's not enough. When sucking a large bottle of soy sauce through a tube, you must try to suck the soy sauce to the opposite side? u？ At the top of the zigzag pipe, make it flow to the lower part of the other end, and then form a siphon! Only in this way can soy sauce automatically flow into the vial. Downstream to the lower part is not a problem. The difficult thing is how to suck the soy sauce to the top of the tube, that is? The problem of climbing mountains. Of course, you can also suck the soy sauce through the apex at one end of the straw with your mouth, and then quickly insert the nozzle into the vial. However, when sucking with your mouth, it is difficult to control the weight, and it is easy to suck soy sauce into your mouth or spill it outside. ? Is there no good way? One day, while I was thinking hard, my eyes suddenly fell on the ink absorption tube of fountain pen on the table, and my mind lit up and I was inspired by generate. The fountain pen I used in middle school is different from what I use now. The way to fill the fountain pen with ink is to suck the ink from the ink bottle with a glass straw with a rubber ball and then inject it into the fountain pen. This fountain pen is almost invisible now, and many young readers may not know it. Here I will briefly introduce this kind of ink absorption tube. The straw consists of a thin glass tube with a thick end and a hollow rubber ball with a thick end, which was an indispensable treasure in the study when using fountain pens at that time. Insert the thin end of the glass tube without rubber ball into the ink bottle, flatten the rubber ball with your hand, and let go of your hand, and the ink will be sucked into the glass tube. Then insert the thin end into the upper end of the fountain pen, flatten the rubber ball, and the ink will be injected into the pen. This ink suction tube triggered my inspiration and found a solution to the problem. ? You can suck out liquid without a straw! ? So I took the rubber ball off the straw and bent a plastic tube for drinking soda? u？ Font-shaped, with a hole in the middle, fix the rubber ball on the hole of the straw with glue. But this one did not succeed, and the liquid was not sucked up. After testing and thinking, I understand that there must be two one-way valves on the straw. After many reforms and experiments, many difficulties have been overcome, and finally the sucked liquid can flow smoothly and continuously without backflow. This invention has been used by every family for more than 40 years.

In the cold winter, the hero saw his mother pouring soy sauce hard, which inspired him to decide to create an automatic oil suction pump. The ink straw of fountain pen inspired him to find a solution to the problem.

Example 2 of Innovative Thinking: The Birth of Mickey Mouse

Disney in America used to be engaged in art design, but later he lost his job. It turns out that he and his wife live in an apartment full of rats. But after losing their jobs, the couple were forced to move out of the apartment because they couldn't afford the rent. It was really an accident. They don't know where to go. One day, they were sitting on a bench in the park. Just when they were at a loss, a little mouse suddenly got out of Disney's luggage. Looking at the clever and funny face of the mouse, the couple felt very interesting, and their mood suddenly became happy, forgetting their troubles and anguish. At this moment, an idea flashed through Disney's mind. Say to his wife loudly in surprise: All right! I have a good idea! There are many people in the world who are as poor as we are. It must be very depressing. I want to draw the cute face of the mouse into a cartoon, so that thousands of people in Qian Qian can get comfort and happiness from the image of the mouse. ? Popular around the world for decades? Mickey mouse? So it was born. Before he lost his job, Disney lived in an apartment and lived with mice from morning till night, but he had no such idea. When you come to the end of the road and face despair, what is the reason for this inspiration? Actually? Mickey mouse? It's an inspirational product. He said:? The greatest gift Mickey mouse brought me was not money and fame, but how great my idea was when I was at the end of my rope! Also, it tells me that when I am unlucky to the extreme, it is an excellent opportunity to capture inspiration. ? The way to find inspiration means that you need to be alert and alert at any time during the persistent exploration of thinking about problems for a long time. When you come into contact with some related and irrelevant things, you may suddenly flash some answers or enlightenment to the questions you are thinking about. Just as the Disney couple were inspired by a little mouse, many unexpected things can be the medium to trigger inspiration. This often makes thinkers overjoyed and excited.