SMRITI GAUTAM 1

"Think Bigger" presents an innovative problem-solving methodology emphasizing

creativity and structured innovation. It introduces a six-step approach to address complex

challenges. The book advocates creative thinking, encouraging individuals and teams to merge

ideas from diverse sources. By comparing stakeholder desires, it aligns goals and fosters

innovation. The process welcomes diverse perspectives, from self-reflection to expert and

customer feedback, ensuring well-rounded solutions. Adaptable to various industries, it offers

both structure and creativity. In an application example, ‘Rothy's’ aims to minimize the fashion

industry’s carbon footprint, offering eco-friendly, stylish footwear. The process breaks down

challenges, explores sustainable material sourcing, supply chain ethics, advanced production

tech, design, and brand loyalty. It aligns founder, audience, and external party expectations,

fostering sustainability and innovation. However, the process's complexity, resource demands,

subjectivity, and limited real-world testing pose challenges. As I contemplate the possibility of

employing it for a capstone project, it becomes imperative to evaluate the untested methodology,

the imposition of historical examples, and the demands it places on resources, all in relation to

the potential advantages it may offer. Striking a delicate equilibrium between innovation and

practicality emerges as a pivotal factor for achieving success in this endeavor.

SUMMARY OF THE CREATIVE INNOVATION PROCESS DESCRIBED IN THE

BOOK

"Think Bigger" is a book that introduces a comprehensive methodology for generating

innovative ideas and solving complex problems. The book emphasizes the importance of

creativity and innovation in problem-solving and provides a six-step approach to achieve this.
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The book begins by demystifying the creative process, emphasizing the role of combining

familiar elements in new ways to generate innovative ideas. It introduces the concept of

innovation as a novel, useful combination of old ideas to solve complex problems, highlighting

the role of individual thinking in the creative process.

The Think Bigger Road Map consists of six steps for problem-solving and innovation:

Step 1: Choose the Problem - Select a challenging problem aligned with your interests and

expertise, considering significance, impact, and feasibility for potential innovative solutions.

Step 2: Break It Down - Break the chosen problem into five to seven manageable subproblems

for focused problem-solving, enhancing approachability and effectiveness.

Step 3: Compare Wants - Identify and compare the desires and expectations of yourself, the

target audience, and relevant third parties to establish selection criteria, using the Big Picture

Score to prioritize stakeholder needs and preferences.

Step 4: Search In and Out of the Box - Explore solutions for each subproblem within and

beyond your industry or expertise, leveraging the Trotter Matrix and Think Bigger Choice Map

to systematically seek successful tactics and precedents for addressing similar subproblems.

Step 5: Choice Map - Generate and assess multiple solution combinations for subproblems,

leveraging gathered tactics and precedents to construct innovative ideas by merging elements

from various sources and domains.

Step 6: The Third Eye - Gather feedback from various sources, including self-communication

and input from experts and non-experts, to refine and validate your idea before proceeding,

utilizing diverse perspectives to uncover insights and enhance your concept with creative

freedom.
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"Think Bigger" challenges the traditional left-brain vs. right-brain thinking by asserting

that creativity engages the whole brain and can be nurtured through curiosity and persistence. It

critiques conventional brainstorming methods, favoring individual "mind wandering" over group

brainstorming, and underscores the significance of one's physical environment in fostering

creativity. The book asserts that creativity is accessible to all with the right approach and offers

guidance on structuring the creative process effectively. It explores the advantages of both

individual and group creativity, introducing three valuable tools in the Think Bigger method: the

Choice Map for idea generation, the Big Picture Score for selection criteria, and the Third Eye

Test for feedback. Real-life examples and historical anecdotes illustrate these principles. In

essence, "Think Bigger" presents a holistic problem-solving and innovation approach,

emphasizing creativity, collaboration, and a systematic process for generating and selecting

groundbreaking ideas, equipping individuals and teams to tackle complex challenges with

ambition and effectiveness.

APPLICATION EXAMPLE IN THE FASHION INDUSTRY : I am about to implement how

the methodology outlined in the 'Think Bigger' for Rothy's, an American direct-to-consumer

company specializing in shoes and accessories, has embraced forward-thinking practices,

including utilizing marine plastic and employing advanced 3D knitting techniques to craft their

footwear. This alignment between Rothy's innovative sustainability efforts and the 'Think Bigger'

methodology makes it an exciting candidate for applying the principles discussed in the book.
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BRAND : ROTHY’S

STEP 1 : CHOOSE THE PROBLEM :

Problem Question: How can we minimize the carbon footprint in the fashion industry?

Final Conclusion : Establish an environmentally-friendly, stylish footwear brand leveraging

advanced production technology and sustainable materials to reduce environmental impact while

competing effectively against less eco-friendly market alternatives.

BREAK DOWN THE PROBLEM, SEARCH IN AND OUT OF THE BOX AND CHOICE

MAP : (Combination of Step 2, Step 4 and Step 5 mentioned in the Book)

Problem 1: Sustainable Material Sourcing : Solution: Conduct comprehensive market

research and studies to determine the ideal materials and their sustainable sourcing locations,

ensuring our commitment to eco-friendly production.

Problem 2: Supply Chain Sustainability : Solution: Improve supply chain by working with

experts who care about the environment and ethics. They'll help us make sure our products are

made and delivered in a way that's good for the planet and people.

Problem 3: Innovative Production Technology : Solution: Utilize advanced 3D knitting

technology and other cutting-edge tech in our manufacturing processes to reduce waste and

enhance product comfort.

Problem 4: Fashionable and Comfortable Design : Solution: Work closely with talented

footwear designers who can combine the latest fashion trends with eco-friendly product

development, resulting in stylish and comfortable options for our customers.

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Problem 5: Brand Loyalty : Solution: Promote the product's eco-friendly nature, crafted from

sustainable marine plastic, to cultivate customer loyalty based on environmental consciousness

and responsible consumption.

Problem 6: Marketing and Branding Strategy : Solution: Use technology to implement

effective digital marketing strategies and online campaigns. Partner with fashion marketing and

branding specialists to craft compelling strategies and messaging.

Problem 7: Market Entry and Expansion : Solution: Collaborate with market entry specialists

to devise effective strategies for entering new markets while upholding sustainability values.

Problem 8: Competitive Positioning : Solution: Data Analysis: Apply data analysis skills to

monitor market trends and consumer behavior for informed positioning decisions.

Problem 9: Pricing Strategy : Solution: Use technology to understand the market and develop

tools for accurate cost analysis, considering sustainable materials and processes.

Problem 10: Scaling Sustainability : Solution: Leverage technology to scale sustainable

practices efficiently as the company grows.

STEP 3 : COMPARE WANTS :

Founders: Seek sustainability leadership, global market growth, innovation, and ethical

practices.

Target Audience: Expects eco-friendly, stylish, comfortable, and valuable footwear with ethical

transparency.

External Parties: Look for financial returns, compliance, sustainability verification, positive

impact, and transparency.

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STEP 6: THE THIRD EYE :

Self-Communication: Research and understand Rothy's unique value and sustainability. Write

your perception.

Test Your Idea: Share your knowledge with someone and listen for their feedback.

What Works: Consult fashion and sustainability experts, ask about Rothy's strengths.

Playback: Ask potential customers to describe their understanding of Rothy's.

Reimagine with Creative Freedom: Gather diverse perspectives on how Rothy's can evolve.

Analyze and Refine: Study feedback to improve your understanding of Rothy's and how it's

perceived.

REFLECTION :

The "Think Bigger" process provides a multifaceted approach to problem-solving,

offering a structured and comprehensive method that fosters creativity and encourages

cross-domain idea blending. This approach goes beyond traditional problem-solving techniques

by emphasizing stakeholder alignment, ensuring that the goals of founders, audiences, and

external parties are harmonized. Furthermore, it promotes the inclusion of diverse perspectives

through self-communication, expert input, and customer feedback, enabling a holistic

understanding of the challenges at hand. Its versatility is a key strength, making it applicable

across a wide range of industries and adaptable to different types of challenges, ultimately

empowering individuals and organizations to tackle complex problems with innovation and

efficiency.
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The "Think Bigger" process, while offering numerous benefits, also presents several

limitations. Its six-step approach, though comprehensive, can be time-consuming, potentially

delaying decision-making processes. The requirement for gathering expert and customer

feedback can be resource-intensive, imposing financial and logistical constraints. Moreover, the

process relies on subjective input, leading to variable results that may not always align with

objective criteria. Implementing this approach in industries with well-established norms can pose

significant challenges, as it may clash with existing practices. Managing multiple inputs from

various stakeholders can become overwhelming, potentially causing communication difficulties

and delays. Lastly, the process lacks explicit real-world testing and validation, which could make

it difficult to assess its effectiveness and impact in practical scenarios.

Would you use this process to develop a capstone idea? Why or why not?

It's important to approach any new problem-solving strategy, especially one like the

"Think Bigger" method introduced in the book, with caution, especially when it's for a capstone

project that holds significant academic weight. Here are some creative criticisms:

● Unproven Methodology: The "Think Bigger" method, being a new strategy, carries

inherent risks. Its effectiveness and applicability in diverse contexts are untested, which

can be a significant concern for a capstone project. Relying on an unproven method

might jeopardize the success of the project, making it a risky choice.

● Overemphasis on Historical Examples: While the book attempts to demonstrate the

applicability of the "Think Bigger" method by citing historical examples, this can come

across as forced and unconvincing. Applying a new problem-solving approach to ancient

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situations may not always yield relevant insights, and it might feel like an attempt to

oversell the method.

● Lack of Empirical Evidence: The book's claims about the effectiveness of the "Think

Bigger" method could benefit from empirical evidence and case studies that demonstrate

real-world success stories. Without concrete examples and data, it's challenging to

evaluate the practical value of the approach, especially when stakes are high in a capstone

project.

● Balancing Risk and Reward: Finally, it's crucial to weigh the potential benefits of

adopting a new problem-solving approach like "Think Bigger" against the risks it poses,

especially when your capstone project carries significant academic importance. Exploring

alternative, more established methods alongside the new approach could be a prudent

strategy to mitigate risk.

In conclusion, while the "Think Bigger" method introduced in the book may have its

merits, its unproven nature, forced historical examples, and resource-intensive nature should be

carefully considered before implementing it in a capstone project, where the stakes are high for

your academic career. It's essential to strike a balance between innovation and practicality to

ensure the project's success.

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REFERENCES:

Segares, M., & Sanchez-Persampieri, E. (2020). Rothy’s. In Bloomsbury Fashion Business

Cases. London: Bloomsbury Academic. Retrieved September 12, 2023, from

http://dx.doi.org/10.5040/9781350990258.0010

Mainwaring, S. (2022). Rothy’s: Using Purposeful Production To Make Products For People And The

Planet. Forbes.

https://www.forbes.com/sites/simonmainwaring/2022/06/16/rothys-using-purposeful-pro

duction-to-make-products-for-people-and-the-planet/?sh=7972e71b7727

Iyengar,S. (2023). Think bigger : how to innovate. Columbia University Press.