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Price management in retail Lipsits Igor Vladimirovich

7.7 Effect of Significance of Outcome

The effect of the significance of the final result

Often, a particular product is just one of the elements that the buyer needs to achieve the desired end result. For example, for the new owner of a garden plot, cement is only a small part of the set of building materials needed to build a house, that is, an intermediate value.

In such situations, we are faced with the effect of evaluating the goods through the end result , and this effect manifests itself in two ways: through the degree of determinism of the derived demand and through the dependence of purchases on the costs of goods of intermediate value in the total cost of obtaining the final result.

Degree of determinism of derived demand characterizes the relationship between the significance of the final result for the buyer and his sensitivity to the prices of goods that must be purchased to achieve this result. As a rule, the more sensitive the buyer is to the total cost of achieving the desired end result, the more sensitive he is to prices and those intermediate goods that he needs to purchase in order to get this result.

Example

For the production of Zhiguli, AvtoVAZ buys metal sheets and billets from Russian ferrous metallurgy enterprises. While this car was in short supply and there was a queue behind it, the management of AvtoVAZ was not too sensitive to the level of metal prices.

However, by the mid-90s. this enterprise faced overstocking. Domestic buyers did not want to buy Zhiguli at such high prices that the plant was forced to charge due to the rise in production costs caused by inflation. In other words, the sensitivity of buyers to the price level of the final product (car) has increased, which, accordingly, has led to an increase in the sensitivity of the car plant to the total cost of production, and hence to the prices of all components, raw materials and materials that determine these costs.

As a result, in 1995, the management of AvtoVAZ was forced to gather its metallurgical suppliers for a meeting and conclude an agreement with them, according to which the metallurgists undertook, in particular, not to raise prices more often than once a quarter, and to warn the plant about this. The plant, for its part, promised to prevent non-payments for the metal supplied to it and to create, over time, a financial and industrial group to help metallurgists with obtaining investments.

If we now try to formulate a general pattern, say, for the markets of industrial goods, then it will look as follows: the greater the deficit in the market for final goods, the less sensitive the manufacturers of these goods will be to the price levels of raw materials, materials and components used to manufacture these goods. final goods. Conversely, growing difficulties in marketing final goods lead to tighter price constraints for suppliers of intermediate goods, as manufacturers of final goods become more sensitive to the prices of purchased inputs.

Understanding this circumstance is very important for sales professionals. They need to constantly monitor which end result is now really the most important for their customers (for example, a decrease in the cost of production, the fastest increase in production volumes, a significant improvement in quality, etc.). It is this end result that will determine the reaction of buyers to the price levels of intermediate goods.

It is necessary to take into account the second aspect - the dependence of the degree of price sensitivity of the buyer of an intermediate product on the share of costs for this product in the total cost of obtaining the final result. If we compare, say, an automobile plant and a furniture factory, then both enterprises need metal products to manufacture their final products. But if in the total cost of manufacturing a car, metal makes up a very significant share, then in the cost of a furniture set, metal hinges and screws make up a very insignificant share. This means that if buyers of cars and furniture sets are equally sensitive to changes in their prices, then for the manufacturers of these goods the picture is different. Obviously, an automobile manufacturer will be more sensitive to changes in the price of metal than a furniture manufacturer. For the former, a change in the price of metal will almost inevitably entail the need for a corresponding adjustment in the price of the final product (car). As for the furniture manufacturer, he may not immediately react to such a rise in the price of metal, since the reduction in his profit will be insignificant in order to irritate buyers because of this with a meager price adjustment.

If we take the next step in the reasoning, then it will lead us to the fact that the buyer will react to the rise in the price of any intermediate product (in our example, metal) with a greater reduction in the volume of purchases, the greater the share of costs for this product in their total value and, accordingly, the more significant this rise in price will affect the value of production costs, profits and sales of the final product.

If you apply these concepts to retail price management, you can predict that buyers will react much more calmly to higher prices for condiments than, say, for pasta, kitchen fittings, than cement, dishwasher detergents, than dishes. etc.

The same effect makes it possible to increase the efficiency of sales of expensive goods if, with the help of well-constructed advertising, it is possible to force buyers to look at these goods "through the prism" of the significance of the final result. For example, such ads will not focus on technical characteristics air conditioners, but on “clean, allergen-free air for your kids”, not on the unique polishing characteristics of the new car polish, but on “the dazzling sparkle of your Mercedes” and so on.

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How to find the strongest solution to a problem without solving it

There is a school trick, as old as the world,: if the problem is not solved, they look at the answer of the problem book, and then the solution is "adjusted" to the correct answer.

What's bad and what's good about it? The bad thing is that the problem was solved "dishonestly", not entirely independently, and that the learning effect is reduced. And the good thing is that the problem was solved easily, quickly and correctly.

Is it possible to use this technique in life when there are tasks and there are no correct answers?

Experience has shown that it takes some time to get used to being perfect. Indeed, it’s a bit wild: I just understood the problem, you still don’t know, not only the answer, but also how to approach it, and here they immediately suggest formulating a solution, and not a simple one, but the best one for you personally.

Meanwhile, the IQR reflects the basic law of the development of technology (and not only technology) - the Law of Increasing the Degree of Ideality, in other words, the law of increasing the degree of satisfaction NEEDS person.

RBI is practically unattainable, but theoretically you can get as close to RBI as you like. To do this, it is necessary to consistently remove all negative supereffects that arise as we approach the IFR.

Let's look at several practical problems with beautiful ideal solutions to show skeptics that ideal solutions possible, then we will learn how to formulate the IFR, and then get the IFR.

Example 1. The Central Asian commander and emir of the Samarkand kingdom Timur (Tamerlane, 1336-1405), who defeated the Golden Horde and made predatory raids on India and Persia (Iran), himself was attacked by fierce war elephants, followed by a myriad army. What to do?

Tamerlane ordered to load hay on the camels, set it on fire and drive the camels towards the elephants. The elephants were frightened by the "sea of ​​fire" moving on them, turned back and trampled their own infantry. Victory over the enemy was ensured by the resource of the enemy.

Formulate the RBI for this situation. Hard? And not only because there is no experience, but also because to formulate the IQR you need complete relaxedness of thought - “I can do anything, I’m a magician!”, As well as the ability to want and even ... courage.

How would you like the IFR wording: "Elephants YOURSELF destroy their infantry and YOURSELF flee from the battlefield "or" The enemy army ITSELF destroys itself. ”By this you directed your thinking towards a strong decision.

Example 2. It is clear that the famous "airfield lights" must be especially reliable, since they are landing lights. That is, the entire system must be reliable: lamps, power supplies, wires, contacts, switching equipment, so on. etc. It's a tricky business.

We decided to install simple reflectors of the aircraft headlights. Reflectors are so simple that there is nothing to break, and therefore reliable. But there is a fear, what if the headlights of the plane will fail? Then they came up with "eternal" lamps or "ideal fire" - a sealed glass tube is covered from the inside with a special substance (phosphor from zinc sulfide), which glows brightly under the influence of a radioactive substance mounted in the same tube. No wires, no connections, no power, lamp ITSELF shines brightly.

Rules for searching and formulating IFRs

1. Having understood the task, set yourself up for what you can ALL! Even the impossible. You have a "sea" of resources, you are a wizard! Don't be ashamed or afraid of your fantastic ideas!

2. Determine the main function of the system or main process that needs to be improved. This is what should be done. ITSELF, as they say, "without nothing".

  • with words YOURSELF, YOURSELF, YOURSELF,

  • or by listing to whom and what should be good (I-I principle).

Word " MYSELF"implies that a system or part of a system performs the required action without cost, without an external resource. When we formulate an IFR with the word MYSELF, we indicate the object in which we must first look for a resource.

Why Formulate an IFR?

  1. The IFR is unattainable, but it clearly shows the path to a strong decision, shows in "which direction to think." This greatly reduces trial and error.
  2. According to the degree of approximation of the actually obtained solutions to the ideal one, you can choose the strongest solution. What is the RBI, so is the solution.
  3. The technique "Formulation of IFRs" can be used independently, for example, as a method of formulating GOALS almost any activity.
  4. Formulating the IQR perfectly develops imagination, non-standard and independent thinking.
  5. The formulation of IFRs reduces the area for finding solutions.
  6. Formulating an IFR helps predict. For example, let's predict the stages in the development of surgery: it was “cut and throw away”, then - to replace the organ with an artificial one, to eat - to transplant, it will - to grow a new organ (regeneration).

Reception of solving problems - "Formulation of IFR" can be used in isolation, regardless of other methods of resolving contradictions. It is useful to take it into service! The technique greatly simplifies the solution of creative problems, especially if, after formulating the IFR, you managed to correctly answer the question: What prevents you from obtaining an IFR?

Having mastered the ability to formulate an IFR, we can say that you have mastered the skill of finding the best solution to any creative problem fantastically quickly without solving it.

It is very useful to learn how to formulate and anti-ICR... Anti-ICR is the most undesirable, most dire situation you can imagine. And then figure out how to get out of this situation, then everything else will seem childish to you. And then? Try to turn this harm to your advantage. And then figure out what you need to do so that this never happens. It is very likely that after such an analysis, something will need to be done the other way around.

Ways to improve the degree of ideality (for adults).

1. Increased versatility.

For example, wrist watch: determine the pulse, serve as an alarm clock, stopwatch, thermometer, microcomputer, radio, even a TV screen. Show the weather, the timetable for all transport in the world ...

2. Destruction of the system as an independent unit and its transfer to the Supersystem, without destroying the function.

For example, the headlights in old cars were reinforced next to the driver, he could control the headlight. Then they moved the headlight to the wing, and now they sunk the headlight into the wing of the car. In new apartments, wardrobes are built into the wall. The landing gear used to be outside - now they make it retractable into the wing of the plane ...

Tasks for the concept of ideality (for adults)

Let's practice:

  1. There is such a seemingly innocent question: What would you do if you had an unlimited bank account?
  2. What PERFECT Work?
    Prompt. By definition: there is no work, but all work functions are performed.
  3. Who it IDEAL human?
  4. What PERFECT school?
  5. What PERFECT help a child? (Help without helping!).
  6. What PERFECT punishing a child?
  7. Who is she PERFECT

Perfect end result

The solution of mathematical problems and problems "for quick wits" is often carried out by the method "by contradiction". The essence of the method is that the problem is solved from the end. Determine the end result - the answer. Having understood it, they "pave" the way to the beginning, that is, they solve the problem.

It would be tempting to solve technical problems in a similar way. But how do you know the answer?

Indeed, when solving technical problems, the answer is not known, but one can go further ... One can imagine the ideal of the device being developed - the ideal device - ideal end result (IFR).

RBI- a beacon to strive for when solving a problem.

RBI- the solution that we would like to see in our dreams, carried out by fantastic creatures or means (magic wand). For example, a road exists only where the wheels of a vehicle are in contact with it.

Ideal technical system - this is a system that does not exist, and its functions are performed, i.e. goals are achieved without means.

FIR of a vehicle - when it is not there, and the cargo is transported (the cargo itself moves in the right direction at the required speed). Enough technical systems whose names contain the word MYSELF... For example, a dump truck (the original type of a dump truck, which allows the body to overturn almost independently, is shown in Fig. 13).

SAM - means without direct human participation... Previously, this was facilitated by mechanization, now automation and cybernation, in particular, computerization. Washer SAMA (according to the program) performs necessary work... The CAM computer translates text, makes cartoons or designs certain objects.

About ideal apparatus explorers of the ocean depths also dream:

Example 1.

The ideal life-saving equipment on the water is an unsinkable boat in all weather conditions.

"... shipbuilding firms in a number of countries have developed the design of an 'unsinkable' rescue boat, completely sealed and accommodating 35 people in the cockpit, who attach themselves to the seats with life straps. The boat is made of durable lightweight material and can eject from a height of 25 m. Even after going under the water, it floats to the surface again, assuming a normal position.

One of the main features of the "ideal device" ("ideal system") is that it must appear only at the moment when it is necessary to perform useful work, and at this time the system bears 100% of the design load. For the rest of the time, this system should not exist or it should do other useful work. This property has long been familiar to us from fairy tales - "Self-assembled tablecloth", etc.

Many examples can be cited from life; all retractable, foldable and inflatable items. For example, folding and attached furniture (table, chair, sofa, bed, etc.), inflatable objects (boats, life jackets, mattresses, watercress, pontoons, etc.)

Example 2.

To rescue people in the event of an emergency landing on the water, British engineers have developed a rescue device, which is a pontoon that is automatically inflated with compressed air. ("Unsinkable boat". Panorama, Science and Technology, 1979, No. 6, p. 34).

Second feature ideal car or ideal device , what he is not at all, a Work which they must fulfill, produced by itself (with a magic wand).

The perfect truck- this is body moving cargo. All other parts of the truck are superfluous, they are only needed to achieve this goal.

Vehicle IFR - when he is not, and the cargo is transported(the load "itself" moves in the desired direction at the required speed).

Let us give examples of the ideality property.

Example 3.

" Car seat belts need to be changed periodically. This is due to concerns about material weakening. They invented a tape, which by its very appearance will show when to change it. "(Inventor and Rationalizator, 1977, No. 8, MI 0801).

Example 4.

"A layer of colored paint is applied to the tread pattern and the kilometers traveled by the car until the applied layer is worn out. This method of assessing tire wear is simple, suitable for studies of the durability of new types and structures." This method can be used when inspecting tires for replacement. (Inventor and Rationalizer, 1974, No. 9, MI 0946).

Example 5.

Window panes must be cleaned. It is rather difficult and time-consuming to carry out this operation in workshops with high and large windows. If the workshops are "glazed" with lavsan film, then when a light breeze blows, the film itself throws off the dust. This film is transparent, light, and is not afraid of hydrofluoric acid vapors. Lightweight frames can be used to "glaze" windows with such a film.

Example 6.

The contact of rubbing surfaces made of steel leads to their wear, therefore the interaction area is lubricated.

Polish experts claim that any steel will become self-lubricating(IFR) without losing its best mechanical properties if 0.3% lead is added to it. Can improve cutting speed, extend tool life. (Inventor and Rationalizer, 1975, No. 2, MI 0203).

Example 7.

In bolted joints, so that the nut itself does not turn away during operation, a second (counter) nut is screwed onto the bolt.

The ideal in this case would be "the nut fixes itself (counter)". There are already many different designs of self-locking nuts. One of them.

The nut is held securely in place by sharp-edged teeth that are tangential to the threaded hole and slope 7-10 °. This solution allows the self-locking nuts to be used multiple times. At the same time, the terms of installation and dismantling are reduced by 30%, the reliability of connections is increased and the range of fasteners is reduced. Such a nut is especially necessary for those joints that experience loads of different nature. (Socialist Industry, No. 170 (3062), 07/26/1979. P.4 "Self-locking nut").

In the case of bolted connections without a nut, it must be MYSELF bolt "... on the end surface of the head (in this case, a bolt, but there may be a nut) facing the part to be connected, concentric pointed annular protrusions are made (Fig. 16)". (Inventory certificate No. 297812, BI, 1971, No. 10. p. 124).

Striving for the ideal is a general trend in the development of technical systems.

In vehicles, this trend manifests itself, in particular, in a steady increase in the proportion of their use of useful weight. This explains the increase in the displacement of ships, especially tankers. (Logachev S.I. Sea tankers. - L .: Sudostroenie, 1970, p. 28).

Example 8.

A tanker with a displacement of 3,000 tons makes use of 57% of its displacement, and a tanker with a displacement of more than 200,000 tons - 86% (Fig. 17). (Logachev SI Sea tankers. 1970, p. 42-43), thus approaching the ideal.

Example 9.

"The processing of parts with abrasive wheels is accompanied by an increase in temperature in the contact zone, which negatively affects the surface layer of the part and increases the wear of the wheel itself. "

IQR in this case - the circle itself protects the part and itself from overheating.

It is interesting to note that the striving for the ideal is inherent not only in the technical system as a whole, but also in its individual parts and the processes taking place in them.

Ideal substance

Ideal substance - substances No, a functions of its(strength, impermeability, etc.) remain... That is why in modern courts the tendency to use all lighter and more durable materials , that is, materials with increasing specific strength and rigidity.

Task. Powerful transistors

Let us determine the ideal end result in the problem of power transistors. IRR radiator(heat sink) - missing radiator providing complete heat removal from the transistor.

There should be no radiator, and the heat should be removed by the transistor itself, or the radiator should appear only when the transistor starts to overheat, or the radiator should be moved outside the limits of this radio-electronic equipment (CEA), or some other element should play the role of the radiator. Thus, the directions of the solution are set.

In the first direction, you should follow the path of creation transistor without energy loss so that the problem of heat removal does not arise. This direction is the most difficult and, as a rule, is not suitable for the development of electronic equipment.

Quite acceptable second direction, because you can create a heat conductor with titanium nickelide (nitinol) petals - material possessing shape memory effect ... (AS No. 958 837). At normal temperature, the petals are pressed against the transistor, and when the temperature rises beyond the permissible limits, they bend back, increasing the heat sink area.

Removing the heat sink outside the CEA - the third direction - is implemented quite simply by placing a radiator together with a transistor on the outer wall of the unit, as is done in measuring instruments: digital voltmeters and frequency meters. Alternatively, a heat pipe can be used to remove the locally generated heat a considerable distance from its source.

The use of the elements available in the block for heat removal (fourth direction) is a solution similar to a radio-electronic module containing, in addition to heat-loaded semiconductor devices, elements with heat-conducting housings, for example, an electromagnetic relay, which perform their functions. (Certificate No. 847 537). To reduce the dimensions of the module, the relays are arranged in two rows, and heat-loaded elements are placed between the rows with the possibility of thermal contact with the heat-conducting relay housings.

Example 10.

The ideal body of an underwater vehicle should have a minimum relative mass, which is primarily ensured by the qualities of the material: its low density, high specific strength and stiffness, representing, respectively, the ratio of the yield stress and elastic modulus to the density of the material. (Dmitriev A.N. Design of underwater vehicles. - L: Sudostroenie, 1978, p. 72).

Therefore, the hulls of modern underwater vehicles are made of titanium. It has high mechanical properties, corrosion resistance in seawater and non-magnetic properties. (Dmitriev A.N. Design of underwater vehicles. P. 75).

Perfect shape

In some cases, we can talk about perfect shape.

Perfect shape- Provides maximum beneficial effect, such as strength, with a minimum of material used.

Example 11.

For an underwater vehicle, the ideal shape of a robust hull is a sphere. It "has high stability and low density. The spherical body has a minimum surface area to volume ratio ...". (Dmitriev A.N.Design of underwater vehicles. P.69).

Perfect process

Perfect process - getting results no process, that is instantly... Reducing the manufacturing process of products is the goal of any progressive technology.

Thus, the sectional method of assembling ships has been replaced by a more progressive one - block assembly. In the sectional method, the ship's hull was first assembled on the slipway from separate sections (deck, side, bottom, etc.), and then equipment was installed. The block method of assembly consists in the fact that blocks are fed to the slipway, which are large volumetric parts of the vessel with built-in equipment. Blocks are assembled in an assembly shop from separate sections. The necessary equipment is installed immediately. Thus, on the slipway, it remains only to dock the individual blocks.

The constant struggle to increase the speed of cargo transportation also characterizes the tendency to strive for an ideal process. An increase in the speed of cargo transportation is achieved by a steady increase in the speed of vehicles and a reduction in the time for loading and unloading operations.

Example 12.

The average speed of container ships from 1960 to 1975 increased from 15 to 25 knots. (Logachev SI Transport ships of the future. Ways of development. - L .: Sudostroenie, 1976, p. 99). Reducing the time of loading and unloading operations in the marine fleet is provided by means approaching the ideal. These are vessels with a horizontal way of unloading of the "ro-ro" type (trailer truck), on them the cargo "itself" enters and leaves the ship on wheels; on lighter carriers (barge ships) the cargo "itself" floats to the ship and from it to the destination (a kind of "wagons") (Logachev S.I. Transport ships of the future. p. 42-67).

More ideally, when not only the agent is eliminated, but also the work (process) itself, and even function becomes unnecessary.

Consider as an example dishwashing process.

Example 13.

Previously, dishes were washed by hand. Particularly dirty places had to be wiped off with a brush for a long time. In this case, the polished dishes were scratched. Then the development of this process was carried out in several directions. For example, various detergents speeding up and improving the washing process. After applying such products, you only need to wash off the dirt. Have appeared dishwashers... Appeared and disposable tableware.

In the latter case no washing process needed , nor the function itself - cleaning dishes. Thus, the washing process is perfecthe ceased to exist .

Consider another manifestation of ideality characteristic of high-tech technical systems.

Example 14.

Oscilloscope- a device showing the signal and its change in time. There should not be an ideal oscilloscope, but its function (showing the type of signal) should be. Those. show signal without instrument. The oscilloscope function was transferred to the computer. The program must perform all functions: analog-to-digital conversion, display of the type of signal and its recording. In the future, a similar solution was used in the modem. The modem was originally a complex device; now it is a program.

This is the tendency of replacing the device with a program or the transition from real objects to virtual ones..

The ideal solution is, of course, almost impossible to obtain. .

RBI- this is reference to strive for. The proximity of the obtained solution to the IFR and defines solution quality .

Comparing the real solution with the IFR, we define contradiction.

Thus, IFR is a tool necessary for identifying contradictions and for assessing the quality of a solution.

Consequently, the IQR serves as a kind of "guiding star" in solving technical problems.

And what does a car cost to society? The answer to this question is as difficult as it is important.

At the dawn of motoring, there was a fierce struggle to increase the speed of the car. Immediately there was a problem of stability on the road, especially when cornering. The car became lower, longer, wider. The bearing part became heavier - the frame, the base of the body. To get under way and accelerate faster, an ever more powerful engine was required - and chassis: gearbox, cardan transmission driving wheels.

Requirements for the reliability of brakes are growing - and the mechanical drive is being replaced by hydraulic, and then pneumatic. A compressor appears, and with it a whole pneumatic system ... The suspension improves - springs, shock absorbers, level stabilizers. To ensure the safety of passengers in a collision, the body is made of thicker metal.

Weight, dimensions are growing again ... And all this is to transport one or two, maximum 7-8 people!

It only seems that the car is on four wheels. In fact, it is an octopus with hundreds of thousands of hands. In the USA, for example, every sixth worker works for him directly or indirectly. Think for yourself: about 10 million cars are produced annually.

They use hundreds of types of ferrous and non-ferrous metals, non-metallic materials (plastics, leather, fabrics, etc.), radio engineering, varnishes, paints, glass, rubber, fuel, lubricants ...

The production of all this does not pass without leaving a trace for the environment, and gives rise to a lot of environmental problems.

Design bureaus, laboratories, test benches and polygons. Automatic lines and robots for the manufacture of thousands of parts every second. Kilometer assembly conveyors. Computers and computers for CNC machines, for planning, collecting and analyzing information ... More? Please!

Roads are needed. In the United States, roads now occupy about 10% of the country's area. To build and maintain them in order, a huge fleet of special machines is required that can extract materials, fill them, fasten them, cover them with asphalt and concrete, apply marking lines ...

A car, like any car, sometimes breaks down. You need equipment and tools for repairs. Thousands upon thousands of auto repair shops. Gas stations, oil production plants and refineries, a network of pipelines and giant oil tankers. And again, environmental problems.

The car must be stored somewhere. And huge areas of the territory of cities are allocated for garage complexes. It is necessary to maintain order on the roads, and a special nationwide traffic police service is being created.

On the roads, accidents happen, people are killed or injured. This means that we need medicines, first-aid kits, ambulance stations, hospitals and sanatoriums. And the funeral teams ...

Not cheap, however, the car is very expensive!

Any system, be it a car or a fishing rod, is created and exists not for its own sake, but for the sake of performing some useful function for a person. So, the main useful function of a car is to move people and goods from place to place.

As a matter of fact, a person needs exactly this function, and not at all the system that performs this function, while generating a mountain of all kinds of problems.

From this point of view, TRIZ has the concept of an ideal system:

An ideal system is a system that does not exist, but whose function is performed.

Close to ideal vehicle it was, incidentally, at Pushkin's Baba Yaga: her stupa moved "by itself." But the stupa itself was still there, it was necessary to climb into it, it was necessary to get out of it, so this vehicle is not one hundred percent perfect.

Fully perfect option the car looks like this: there is no car at all, but you arrive at the desired point at the right time.

And you don't need a fishing rod. You need the function it performs. And what is its main function? Throw a worm, pick up and pull out a fish that will swallow this worm.

Think about the question of “ideal fish” for yourself. Just do not think that such a fish must remove its scales from itself, gut itself and dive into the pot with fish soup. Indeed, there should not be fish in an ideal ear, but its smell, taste and nutritional value should be.

From all this, one practically very important position follows:

All systems are developing in the direction of increasing the degree of their ideality.

In TRIZ, other laws of systems development (SRS) have been identified, but this law - the law of increasing the degree of ideality of systems - is perhaps the most important among them.

When solving specific inventive problems, this law allows you to abandon many empty trials and immediately formulate the ideal answer to the problem - the ideal end result (IFR). As in the case of the worm. The ideal worm falls into the water by itself, it keeps there and itself removes the fish that has eaten it from the water.

Sometimes this is enough to solve the problem.

Of course, it is not possible to obtain pure IFRs in most cases. The meaning here is somewhat different. Setting the IFR allows you to immediately choose the right direction of work, narrow the search area and concentrate efforts on finding strong solutions to the problem.

Let us illustrate the operation of the law of increasing the degree of ideality using the example of a technical system.

The production car “Niva” weighs 1150 kg and has a 53 kW (about 70 hp) engine. To participate in international car races, the Niva was modernized: a forced engine was installed, which developed power up to 200 hp. with., and the weight of the entire car was reduced to 700 kg.

Figures of absolute (arithmetic) change usually say little: it was - it is. Relative indicators speak much more. Before each Horsepower the engine was carrying 1150 kg: 70 hp. with. = 13.5 kg / l. with.

Now each "horse" carries only 700 kg: 200 liters. with. = 3.5 kg / l. with. Almost four times less!

Can a city government make a million out of nothing? Out of nothing - it is unknown. And from scratch - for sure, they can! The fact is that in Madrid, in one of the central squares, from where the mileage of Spanish roads is counted, a bronze zero was laid in the asphalt. Most tourists visiting the city are traditionally photographed at Madrid zero. Naturally, for a fee that goes to the city treasury ...

Task 1. Fighting reckless drivers on the roads is an important task of the traffic safety service. Of course, in the presence of a “traffic cop”, all drivers strictly follow the rules, but on all roads and intersections you cannot put a “traffic cop” on. How to be?

This problem is being solved in all countries. In Japan, for example, one day, which was far from perfect for local reckless drivers, the number of policemen on the roads increased sharply. Seeing a policeman, the reckless driver had to quickly slow down and follow all other traffic rules.

And only when they drove closer, the drivers noticed with annoyance that most of the “policemen” are dummies! But there were also real ones ...

Replacing an object with its copy is one of the typical techniques used in TRIZ. But now we will pay attention to something else: there is no object (a living policeman), but its function (traffic regulation) is being performed.

Here's another example.

Problem 2. On the Crimean coast it was necessary to fill up a new beach. It was supposed to be covered with pebbles - rounded pebbles, but there was only gravel - stones with sharp edges. What to do? Removing pebbles from other beaches? Designing a machine for processing gravel?

It was decided to use the free power of the surf. Barges with gravel were unloaded directly into the sea, two hundred meters from the shore. The waves did the rest: they rounded the sharp edges of the stones and carried them to the shore.

As you can see, both examples illustrate well the law of ideality. When using this law to solve problems, it is important not to forget the word “myself” (“itself”, “itself”). There is no trick or trick here. Remembering that the system itself, through the use of resources, achieves the required action, we immediately cut off many weak and helpless solutions.

Indeed, the drivers themselves (without the presence of a living policeman) began to observe the rules, the sea current itself (without involving cars) rolled the edges of the stones, tourists themselves (without insistence and requests) replenish the city treasury of Madrid ..

Many of us are intuitively familiar with the method I want to talk about today. We all have repeatedly imagined the ideal result of solving the problem over which we are racking our brains. We fantasized how it would be, and that it would be perfect. It turns out that one of the basic concepts of TRIZ is called the ideal end result, IFR.

Check out the awesome music video of Alva Noto. Think about how it relates to the RBI?

No way. I just really like the work of Alva Noto.

IFR is a way of solving problems with minimal, practically zero, resource costs. This technique helps to overcome the formulaic thinking and formulate the best solution. For the rest, there is MasterCard.

Introduction

Several methods for solving creative problems at once appeared in the mid-40s of the last century in America and Europe: brainstorming, the method of focal objects, morphological analysis. But they were all based on an enumeration of options. This made it much more difficult to get a fast and guaranteed result.

And already in 1946, Genrikh Saulovich Altshuller, our compatriot, began work on creating his own theory of inventive problem solving, the purpose of which was to investigate and describe the mechanisms of development of technical systems and create practical methods solving inventive problems. One of the basic concepts of TRIZ has become “ideal end result” - a situation when the desired result or action occurs by itself without additional costs.

IQP in particular, and TRIZ in general, have become a breakthrough in the approach to solving creative, open problems. TRIZ is not quite a science, but it is far from an enumeration of options.

What is an RBI?

There are three main phrases for an RBI:

The system itself performs this function
- There is no system, but its functions are performed (using resources)
- No function needed

How to use it?

  1. Write down the task. Tune in to find a solution. Use your imagination and don't be afraid that something might look stupid. It is better to look stupid but solve the problem than look smart but not solve. You will soon see my example.
  2. Identify the main process (or multiple processes) of the task that needs to be improved. Ideally, it should be executed "CAM". We mean that a system or part of a system performs the required action without cost, without an external resource. Or imagine that there is no system, but all its functions are performed! Everyone likes the ideal system, is self-enforcing and does not spoil anything.

Whom to invite?

You can work with IFRs independently, or you can connect anyone to the solution. After all, if you understand the principle of formulating an IFR, you can explain it even to a five-year-old child!

Instruments

  • All elements of the system, take a close look at them and around (often the answer can be found in the supersystem that is on top, or in the subsystem that is below)
  • Head and fantasy
  • Faith and patience

Real life example

Several floors above me there is a kind old woman who feeds pigeons on her windowsill every morning at 6:30. All the pigeons of the area flock to our house, visit the old woman, have breakfast. On the seventh floor. Of course, they do not eat very carefully, and bread snow (as I call this phenomenon) flies from the seventh floor, gradually settling on all the windowsills of the lower floors, including mine - on the third. Pigeons fly after the grain rain, they still want to eat. They gleefully land on the tin sills and stomp their claws, waking me and my family from sleep too early for us to rejoice in their appearance. Here. This is my pain, my task.

As you can see, my system consists of: an old woman, pigeons, bread, a windowsill, me and my family. There are also supersystems and subsystems, but I will start looking for IFRs without their help.

Here's the perfect end result:
- The old woman herself does not feed the pigeons on her windowsill - it did not work, she does not open the door, she does not make contact
- Pigeons themselves do not fly to the old woman on the windowsill - I thought a lot, it is not very humane to kill pigeons because of the old woman
- Pigeons themselves do not want to eat grandmother's bread - you can feed them earlier and in another place, for example on the ground! What is it, I have to get up at 6:00?!
- Bread itself does not fall on my windowsill - putting a canopy over the window or a fan is too expensive and not ideal
- Pigeons themselves do not sit on my windowsill - there are many thoughts about pigeons, but they are not to blame!
- The windowsill itself does not allow the pigeons to sit on itself - slippery, throws off, needles, stretch marks, dynamite - this is not humane
- The windowsill itself does not make any sound - oh, you might think!
- My family and I ourselves do not wake up from the noise - it did not work out, we wake up

I may have missed a few more interesting RBIs, but there is already something. We must do something with the windowsill so that it does not rattle. For example, cover with a rubber layer. Or get up at 6 in the morning and feed the pigeons so that they get used to it and stop flying to the 7th floor.

I want to disappoint you, I didn’t get an IQR. Though the thoughts were interesting.

Alternatives

Try Anti RBIs - this is the most unwanted and dire situation that can happen. In my case, the old woman settles in my apartment! Think about how to get out of it. Try to turn harm into good. Then make a plan to prevent this from happening.

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