I am often asked to cite examples of where TRIZ has helped to identify Market Breakthrough Products. Obviously, even when TRIZ is used, it often only plays a small but critical part in the total implementation of the product. So with that caveat, here are a few examples where I’ve heard that TRIZ played a critical part in identifying theÂ final concept:
P&G White Strips
This is a revolutionary tooth whitening product. The non-dissolving strip format holds a whitening gel in close contact with the teeth throughout the recommended whitening time of 30 minutes. This one has been a major success for P&G
This one is another big hit for P&G. This time it’s a floor cleaning product. The way it works is that asÂ you sweep it across the floor, an electrostatic charge develops on the cloth, attracting dirt to the cloth. The cloth is designed to retain the dirt until it removed and disposed of at the end of the cleaning. The basic principle has now spawned a whole host of variants
Sanyo detergent-free washing machine
This washing machine makes use of an ultrasonic field to remove dirt on clothing and an electrolytic action to create a short lived antibacterial and antifungal effect. This product has been very successful in Japan but has yet to transition into the west. With the increasing emphasis on the environment, there are signs thatÂ this or something similarÂ will make inroads into the western market too, Look out Tide!
One factor which unites these products, apart from the use of TRIZ, is the profound nature of their impact in their respective markets. True Market Breakthrough.