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‘A or B’ to ‘A and B’
Author(s) -
Mann Darrell
Publication year - 2001
Publication title -
creativity and innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.148
H-Index - 60
eISSN - 1467-8691
pISSN - 0963-1690
DOI - 10.1111/1467-8691.00214
Subject(s) - contradiction , compromise , task (project management) , style (visual arts) , computer science , marketing , economics , business , sociology , epistemology , management , history , social science , philosophy , archaeology
nal responses to such situations predominantly involve trade–off and compromise. This either/or thinking style almost invariably leads to lose–lose outcomes. This in turn despite the inordinate amount of literature and methodology available for ‘optimising’ those outcomes. Highly fashionable talk of ‘third ways’ or ‘win–win’ or ‘A and B’ solutions are an emerging counter to such thinking. Unfortunately, the literature–base for such approaches is largely non–existent, and hence win–win remains as precisely fashionable talk to most observers. This paper discusses the positive role TRIZ may be expected to play in beginning the task of turning win–win from nice idea to practical reality. Mass–customization is used as an exemplar contradiction problem.