The Number One Key to Innovation: Scarcity

Harvard Business Review

TRIZ , for example — a model devised by Russian inventor Genrich Altshuller — is the original empirically based method, followed by SIT (for "Systematic Inventive Thinking") and a few other updated versions of it. In our daily lives, moreover, we can see a very persuasive natural experiment playing out in the realm of marketing communications and advertising. How should an enterprise go about inventing something novel and useful?