They are devotees of TRIZ, which teaches you that in most instances hardware dissolves it a virtual service.

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It now organizes innovation around a large creative elite that is TRIZ qualified.

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The problem for a lot of enterprises was that formal methods like TRIZ appeared to be too formal, or somehow not relevant (I think the opposite, TRIZ is highly relevant).

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Only one man, though, seriously tried to systematize innovation to the point where it could be taught: The Soviet patent examiner Genrich Altshuller came up with TRIZ, the Russian acronym for Theory of Inventive Problem Solving.

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