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3 Linking to TRIZ

Cohen's examples make it easy to identify TRIZ concepts, which are characteristic for dissatisfiers, satisfiers and delighters.

3.1 Dissatisfiers

"Dissatisfiers are the absence of 'expected quality', in the sense that customers expect products to be essentially flawless, and if they are not, the customers are dissatisfied. Examples of dissatisfiers are scratches or blemishes on the surface of a product, broken parts, missing instruction booklets, or missing features that are routinely supplied in similar products. Customers don't tell us they want 'expected quality' because they take for granted we will provide it."

From a TRIZ-perspective we have to ask:

• Does the customer miss an expected useful action, which should be there?
• Does the customer encounter a harmful action, which should not be there?

3.2 Satisfiers

A satisfier is something that customers want in their products, and usually ask for. The more we provide a satisfier, the happier customers will be. (…) Examples of satisfiers are increased capacity, lower cost, higher reliability (…) In other words, you can expect the satisfiers to be present in all the competitive products, to a greater or lesser extent."

Very clearly from a TRIZ-perspective we should understand:

• Can we enhance an available useful action?

3.3 Delighters

"Delighters are product attributes or features that are pleasant surprises to customers when they first encounter them. (…) A typical customer reaction to a delighter is to say to a friend, 'Hey, take a look at this!' (…) The 3M Post-it Note is another example of a delighter. It's a product that filled user needs that had not been filled satisfactorily. (…) The needs that delighters fill are often called 'latent' or 'hidden' needs. (…) These needs are sometimes intimately linked to customer's perceptions of the limits of technology (…)"

Delighters answer these questions:

• Can we enhance an unexpected useful action?
• Can we overcome a limitation (physical conflict)?

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