Editor’s note: This article is the first in a series exploring the TRIZ methodolgy, a problem-solving, analysis, and forecasting tool derived from studying patterns of invention found in global patent data. TRIZ identifies 40 principles, of which segmentation is one.

Faced with increasing competition in a market where reverse engineering is an everyday occurrence, Belinda realized her company would have to embrace innovation as a strategy, if it was to stay ahead of the competition. It was not enough to introduce new products every few years, where the cost of failure could be rather high. Rather, innovation had to become a way of life at her company. Easier said than done.

Belinda had heard about TRIZ—a problem-solving, analysis, and forecasting tool derived from studying patterns of invention found in global patent data—at an American Society for Quality (ASQ) meeting and found the concept interesting. After learning more about the topic, she decided to try out one of the 40 principles: segmentation. It was the first principle and seemed doable.

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