Attribute-Domain Matrix: A Reverse Engineering Method for Innovation

9 Pages Posted: 27 May 2009


An innovative idea is a beautiful thing, but most innovative ideas do not become successful new products. For products that are successful, there is a variety of examples over more than 150 years of situations where customers used them in ways never planned by the designer. Only few companies are systematically exploiting non-conventional use as a method to generate ideas for new product outcomes and problem solutions. TRIZ awareness of analogies systematizes the search for available alternate situations: the attribute-domain matrix actively transfers product attributes to unexpected application domains, breaks the functional fixedness pattern and helps make aware the resources that are available in any product or system.

Suggested Citation

Hentschel, Claudia, Attribute-Domain Matrix: A Reverse Engineering Method for Innovation. Creativity and Innovation Management, Vol. 18, Issue 2, pp. 81-89, June 2009, Available at SSRN: or

Claudia Hentschel (Contact Author)

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