ENTREPRENEURSHIP

The Pugh Method

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 Outcomes

• Definition and benefits of the Pugh method

• How the evaluation matrix works
• Deep understanding of creative problem solving process

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 Pugh method

Developed by Stuart Pugh

A design and project engineer
Head of the design division
at the University of Strathclyde in Scotland

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 Definition

The Pugh method:

an evaluation technique
that uses criteria (from the voice of the customer)
in an advantage – disadvantage matrix

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 Benefits of the Pugh method

1. All gain insight into the problem and a clear understanding of the criteria
2. It is an effective communications tool
3. All customers are considered
4. Discussion encourages creative leaps between different concepts and
subsequent idea synthesis
5. New better concepts are gained. No flaws are overlooked.
6. The participants understand the strength and champion of the new
solution
7. Prevent costly mistakes in the choice of products
8. The evaluation reveals areas of weaknesses in the beset proposal
9. As a decision making tool, it helps improve course syllabi with new
content

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 Pugh method’s process

Phase 1: Generate creative concepts

Phase 2: Iterate to converge to an optimum solution

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 Phase 1

1. Prepare a list of evaluation criteria, data of existing products

2. Brainstorm, sketch and describe original concepts
3. Discuss and add each new concept to the matrix based on the
list of evaluation criteria
4. Evaluate first-round results and top ranked concept becomes
new data
5. This evaluation and improvement process is continued for
additional rounds, each time using the highest-scoring
concept as new data, depending on the complexity of the
problem and the time available

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 Phase 2

6. Drop weaker concepts. Criteria are expanded and refined.

7. Converge to a strong consensus solution that cannot be
improved further.

 The participants are committed to this superior concept.

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 Concepts???

Ideas
Solutions
Engineering designs

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 Example

See Ref. 5.1

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 Summary

 Look at the concepts with the largest numbers of positives

 The overall aim must be to try to eliminate all negatives in the
highest-ranking concepts
 Use the concept with the most positives from the last round as
new data

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