El juego de Einstein

Piensa qué tienen en común una prensa de uvas y un molde para fabricar monedas. ¿No se te ocurre? Lo que comparten es que combinándolos Gutenberg ideó la imprenta moderna.

Combinando la presión mecánica con el moldeado de piezas metálicas independientes y móviles (los tipos), se pudieron reducir dramáticamente los tiempos de impresión de cualquier libro.

Esta aritmética de la innovación (sumar dos cosas para obtener una tercera), puede ser muy sorprendente y dar resultados empresariales muy interesantes. ¿Qué obtenemos si sumamos una hamburguesería con una línea de montaje? Un local de Mc Donald´s. ¿Y si sumamos un restaurant y un museo de música moderna? Un Hard Rock Cafe.

Las aplicaciones exceden al mundo empresarial. Einstein mencionó que la característica esencial de su pensamiento era lo que llamaba “juego combinatorio”. Relacionaba cosas que a priori eran muy diferentes. El no inventó los conceptos de masa, energía o velocidad de la luz, sin embargo los relacionó de un modo nuevo y revolucionario.

El juego combinatorio es una de las formas más fáciles de producir innovación en una empresa. Se pueden pensar productos o servicios nuevos simplemente combinando categorías o atributos de formas novedosas.

Por ejemplo, puedes combinar sectores económicos con tendencias sociales. El deseo de vivir una vida sana es una de las tendencias modernas más marcadas. ¿Qué sucede si la combino con la fabricación de zapatos? Puedo crear una línea de calzado para mujeres como los de la americana Taryn Rose o la argentina Zapatos Pi, diseñados para ser bonitos pero también para no causar daños o deformaciones.

¡Eureka! es un juego sencillo que se basa en esos principios para crear nuevos productos. La versión simplificada es la siguiente:

1. Identifica una tendencia social importante. Mira a tu alrededor, lee, pregunta. Sé curioso. ¿Qué se consume? ¿De qué forma se consume? ¿Por qué? La personalización creciente de los productos, la curiosidad por conocer culturas nuevas o el auge del consumo femenino son algunas que te sugiero para comenzar.

2. Identifica un sector económico o un producto en el que estés interesado. Si ya tienes una empresa es fácil: ¿a qué te dedicas?

3. Combina tu producto o sector económico con una tendencia social a la vez. Pregúntate: ¿qué podría hacer (con lo que sé producir) para satisfacer las necesidades de esta gente?

Abre restaurantes de comida exótica para curiosos o que sólo ofrezcan postres, para golosos. Inventa taxis o talleres mecánicos exclusivos para mujeres o vende perfumes hechos a medida para los que quieren exclusividad.

Haz eso o algo totalmente nuevo. Y recuerda: no hay limitaciones a la hora de combinar.

 

103 pensamientos sobre “El juego de Einstein”

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