const lensDTOs = [
{
"LensId": 1,
"LensSortOrder": 0,
"CategoryId": 3,
"LensName": "LEVERAGE",
"CategoryName": "Reduce Abstraction",
"Description": "The LEVERAGE lens shows you how to solve for the greatest impact.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eLEVERAGE\u003c/span\u003e lens shows you how to solve for the greatest impact.",
"WhenToUse": "Use this lens when your question is too abstract. When you’re asking overly abstract questions, like “How can we increase revenues?” or “How can we improve productivity?” identifying the leverage points can kick-start the problem-solving process. It allows you to focus on what will return the greatest value with the least amount of investment. Then, after you solve for the first leverage point, you can work on the next one.",
"HowToUse": "Ask:<br><br>- What is the one factor that will have the greatest impact?<br>- What gives us the greatest leverage in solving this challenge?<br>- What’s the most important factor in driving change?<br>- If we could only solve one aspect of this problem, what would give us the greatest result?<br><br>Answering these questions often requires data or analysis. For example, you might want to identify which target markets or customers have the greatest impact. Or which products are creating the highest margins. Or, if your goal is to improve productivity, you might want to identify the areas of the business that are the least efficient. The key is to find the factor that yields the largest results with the least amount of effort. Gather the data you need to answer the question.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/leverage-1.mp4?st=2020-02-13T20%3A28%3A58Z&se=2030-02-14T20%3A00%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=tvfHneRbrOTj182kQHipLQTVZShrdVJ4yMIbJ31HcOE%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308670"
},
{
"LensId": 2,
"LensSortOrder": 1,
"CategoryId": 3,
"LensName": "DECONSTRUCT",
"CategoryName": "Reduce Abstraction",
"Description": "The DECONSTRUCT lens shows you how to break a problem down into smaller parts.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eDECONSTRUCT\u003c/span\u003e lens shows you how to break a problem down into smaller parts.",
"WhenToUse": "Use the DECONSTRUCT lens whenever a challenge appears to be too broad and there is no clear leverage point. As we saw with the Goldilocks Principle, overly abstract challenges invite high quantities of low-value or irrelevant solutions. This results in wasted energy during the submission, problem-solving, and evaluation phases. When there is no obvious leverage point, deconstructing a problem into smaller pieces will reduce abstraction.",
"HowToUse": "Break your challenge into multiple smaller challenges. There are several ways to do this.<br><br>Ask:<br><br>- What are the parts or components of this? (For example, if you are working on a car, it could be wheels, windshield, and seats.)<br>- What are the steps of the process ? (These could include order processing, shipping, and returns.)<br>- What are the different segments, such as customer groups, demographics, psychographics, and geography?<br><br>When deconstructing a problem, be sure to account for interdependencies. Otherwise, you might solve one problem while creating another. For example, an electronics manufacturer optimized its production process so that it could turn out finished goods in four hours, yet they didn’t account for the impact on shipping and order entry. In the end, inventory levels increased and there was no net benefit to the company or its customers. Never solve a deconstructed problem in isolation.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/deconstruct-2.mp4?st=2020-02-13T20%3A29%3A45Z&se=2030-02-14T20%3A00%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=LHD2b5AnHayoT3OUMVUjjzTHOn6DfjIZScz5%2FY6sUnw%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308510"
},
{
"LensId": 3,
"LensSortOrder": 2,
"CategoryId": 3,
"LensName": "REDUCE",
"CategoryName": "Reduce Abstraction",
"Description": "The REDUCE lens shows you how to drop expectations.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eREDUCE\u003c/span\u003e lens shows you how to drop expectations.",
"WhenToUse": "Use this lens when complexity and stretch targets are not producing the desired results.<br><br>More is not always better. Sometimes setting goals too high causes dysfunctional behavior. See the PERFORMANCE PARADOX lens for more about this. A short-sighted devotion to hitting targets can inadvertently hurt the business and limit potential longer-term growth. And surprisingly, a myopic focus on making solutions more sophisticated can sometimes reduce their appeal to customers.",
"HowToUse": "Ask:<br><br>- How might lowering our goals and expectations give us a better result?<br>- How can reducing a target create new opportunities for growth?<br>- How can simplification increase usability and accessibility?",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/reduce-3.mp4?st=2020-02-13T20%3A32%3A48Z&se=2030-02-14T20%3A00%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=1MlBXSoDMy01Qi4%2BbY5V1TTCrmEvE8ilgebNdTy7NgE%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308471"
},
{
"LensId": 4,
"LensSortOrder": 3,
"CategoryId": 3,
"LensName": "ELIMINATE",
"CategoryName": "Reduce Abstraction",
"Description": "The ELIMINATE lens suggests you eliminate the activity that is causing the problem.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eELIMINATE\u003c/span\u003e lens suggests you eliminate the activity that is causing the problem.",
"WhenToUse": "Use this lens when an activity does not produce sufficient value. Instead of improving an activity, evaluate if you can stop doing it altogether. Is there a way you could completely eliminate it without experiencing a negative result?<br><br>As Peter Drucker once said, “There is nothing so useless as doing effectively that which should not be done at all.” Or consider Antoine de Saint-Exupery, author of The Little Prince, who once said, “Perfection is finally attained not when there is no longer anything to add but when there is no longer anything to take away.”",
"HowToUse": "Any time you ask a question designed to improve a product or process, first ask:<br><br>- How can this be eliminated altogether?<br><br>This can be used in so many situations. For example, if you are looking to leverage technology to solve a problem, first ask “What would be the result if we didn’t use any technology?”<br><br>It is quite common to ask “What features can we add?” It is less common to ask “Which features can we remove or eliminate?” This second question is the right question, because it will lead to a better design with increased usability.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/eliminate-4.mp4?st=2020-02-13T20%3A33%3A27Z&se=2030-02-14T20%3A33%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=fs%2F%2B7XSubx5cMVAfEAa7CRlF8PIU0DMdp7eI73vR8uY%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308721"
},
{
"LensId": 5,
"LensSortOrder": 4,
"CategoryId": 3,
"LensName": "HYPONYM",
"CategoryName": "Reduce Abstraction",
"Description": "The HYPONYM lens suggests that you use more specific words to describe your problem.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eHYPONYM\u003c/span\u003e lens suggests that you use more specific words to describe your problem.",
"WhenToUse": "This lens is helpful when a problem seems overly large. Unlike the DECONSTRUCT lens, which is used to break an issue into smaller parts, this lens focuses on changing words to narrow the range of focus. Changing specific words can help focus efforts.",
"HowToUse": "Ask:<br><br>- Is there a more specific instance of a word that can replace the one originally chosen?<br><br>This is a hyponym. Think of it as a “type” of a given word. Hyponyms for flowers, for example, include roses, perennials, and artichokes (yes, an artichoke technically is a flower). Using a hyponym reduces abstraction, thus reducing the possible solution set.This makes it easier for you to target and find what will best serve your needs, eliminating irrelevant options.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/hyponym-5.mp4?st=2020-02-13T20%3A33%3A56Z&se=2030-02-14T20%3A33%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=bwNG1ziCFggFDNPx%2Ft9y9eNfAWdyj5fvtf3L6Uic2aE%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308929"
},
{
"LensId": 6,
"LensSortOrder": 0,
"CategoryId": 2,
"LensName": "ANALOGY",
"CategoryName": "Increase Abstraction",
"Description": "The ANALOGY lens suggests you search for solutions to problems similar to yours.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eANALOGY\u003c/span\u003e lens suggests you search for solutions to problems similar to yours.",
"WhenToUse": "This lens often is used during the solution-finding process, but it also is valuable during reframing. It can help you find a kernel of a solution elsewhere. This lens increases abstraction by expanding a narrow area of expertise to a broader one and thereby providing more potential solutions. This lens is particularly useful when a solution has been elusive or if all ideas seem to be adaptations of past solutions.",
"HowToUse": "To use this lens, reframe the question to help identify others who solved similar, but not the same problems. Ask \u0022What is this like?\u0022 or \u0022Who else has solved a problem like this?\u0022 (see the \u0022Shift\u0022 portion of Chapter 11 for more details). Then see how you can adapt their solution to your situation.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/analogy-6.mp4?st=2020-02-13T20%3A34%3A17Z&se=2030-02-14T20%3A34%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=L01%2F4HRoKWtt3x8AZfkd0giVy63RAsgLFah1bpwXoso%3D",
"IFrameUrl": "https://player.vimeo.com/video/393707751"
},
{
"LensId": 7,
"LensSortOrder": 1,
"CategoryId": 2,
"LensName": "RESULT",
"CategoryName": "Increase Abstraction",
"Description": "The RESULT lens suggests you focus on what you're looking to accomplish.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eRESULT\u003c/span\u003e lens suggests you focus on what you're looking to accomplish.",
"WhenToUse": "Use this lens when your question implies a particular solution or is focused on a specific activity. The goal of this lens is to move away from solutions and toward outcomes. By switching to outcomes, you broaden the range of options.",
"HowToUse": "While framing the question, ask yourself \u0022What does this make possible?\u0022. This might help you find an even higher-level, more important question. Or, instead of starting with the solution, step back and ask \u0022What is the desired outcome?\u0022 and then solve for that.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/result-7.mp4?st=2020-02-13T20%3A34%3A46Z&se=2030-02-14T20%3A34%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=fC60MMi8p%2FupaE7FNVJqYSpn2MPpDmPsSlCeDczakK4%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308862"
},
{
"LensId": 8,
"LensSortOrder": 2,
"CategoryId": 2,
"LensName": "CONCERN REFRAME",
"CategoryName": "Increase Abstraction",
"Description": "The CONCERN REFRAME lens suggests you convert concerns to questions.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eCONCERN REFRAME\u003c/span\u003e lens suggests you convert concerns to questions.",
"WhenToUse": "This lens is a little different than the others, because we start with a statement rather than a question. It is particularly effective at countering the “yeah, but” mentality of some individuals who look for the reasons something won’t work. Use this lens whenever someone makes a statement that shuts down a conversation: “We’ve tried this before and it won’t work.” “We don’t have the resources necessary to invest in this project.” “Our customers won’t like this.” None of these are necessarily true. To help open up possible solutions, convert the statement into one or more questions.",
"HowToUse": "Ask:<br><br>- How can we take a progress-blocking statement and convert it into a question that starts with “How can we...?”<br><br>When problem-solving, inevitably someone will say “We don’t have enough money, ” or “We don’t have enough time to implement this idea.” These statements imply that these are facts that can’t be disputed.In response, state the concern as an opportunity: “How can we get more money ?” or “How can we do this for less money ?” or “How can we get it done in less time ?” Once you have a new opportunity defined, you can use any of the other lenses to further reframe the question. Although this is a simple lens, it is an incredibly powerful way to increase creative potential. One statement can be converted into multiple questions, and what was once a “yeah but” can become a huge opportunity.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/concernreframe-8.mp4?st=2020-02-13T20%3A35%3A10Z&se=2030-02-14T20%3A35%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=0RMk0LmeV7Ow%2FXhf%2FdfSvhKOvaQKmApzmUVCVSa5nY4%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308897"
},
{
"LensId": 9,
"LensSortOrder": 3,
"CategoryId": 2,
"LensName": "STRETCH",
"CategoryName": "Increase Abstraction",
"Description": "The STRETCH lens suggests you move your target.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eSTRETCH\u003c/span\u003e lens suggests you move your target.",
"WhenToUse": "Sometimes you can stimulate creative thinking by increasing your targets. Or as Jack Welch, former CEO of General Electric, once said, \u0022The thing that is always wrong with measurements is that you set them to a place where you can meet them.\u0022 Achievable goals drive incremental thinking. Stretch targets, especially ones that are nearly impossible, require radical innovation.",
"HowToUse": "Ask:<br><br>- Are our challenge criteria stretched enough?<br>- Are we shooting for a high enough goal?<br><br>Try increasing your goals to stretch your thinking. If you ask “How can we get a 5 percent improvement?” you get incremental thinking. But if you ask “How can we get a 50 percent or 100 percent improvement?” the old models of thinking won’t work, which forces you to devise new approaches and solutions. Stretch goals are ideal during the innovation process when you are developing solutions. However, they might not be the right strategy for measuring day-to-day performance of employees as they can lead to the dysfunctional behaviors described in the REDUCE lens. (Wells Fargo learned this lesson when their overly aggressive cross-sale goals led employees to open unneeded accounts for customers, sometimes forging client signatures on paperwork.) It should be noted that this lens is often used in conjunction with other lenses. Once you’ve established a stretch target, you may need to reframe the problem again to generate better solutions.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/stretch-9.mp4?st=2020-02-13T20%3A35%3A46Z&se=2030-02-14T20%3A35%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=K92vmiROzpx8MT3WvSSGKPJt8XSrCw%2B0cFh8GzqdRTc%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308381"
},
{
"LensId": 10,
"LensSortOrder": 4,
"CategoryId": 2,
"LensName": "HYPERNYM",
"CategoryName": "Increase Abstraction",
"Description": "The HYPERNYM lens suggests that you use broader words to describe your problem.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eHYPERNYM\u003c/span\u003e lens suggests that you use broader words to describe your problem.",
"WhenToUse": "When you use narrowly defined words, you often limit your range of thinking. Therefore, sometimes simply changing a word to one that is less specific can help you find solutions that you otherwise might have missed. These more abstract words are called hypernyms.",
"HowToUse": "Ask:<br><br>- How can we replace a word in the challenge statement with a less specific instance of the one originally chosen?<br><br>This is a hypernym, which is the opposite of a HYPONYM. For example, dog is a hypernym for poodle, and animal is a hypernym for dog.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/hypernym-10.mp4?st=2020-02-13T20%3A36%3A20Z&se=2030-02-14T20%3A36%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=DaS7TnnBxwy9j7P56ZjH7bJBmIzD06hHUHK51c%2FxpCk%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308823"
},
{
"LensId": 11,
"LensSortOrder": 0,
"CategoryId": 1,
"LensName": "RESEQUENCE",
"CategoryName": "Change Perspective",
"Description": "The RESEQUENCE lens suggests you predict or postpone a decision.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eRESEQUENCE\u003c/span\u003e lens suggests you predict or postpone a decision.",
"WhenToUse": "The order in which activities are performed is often assumed to be much more rigid than it actually needs to be–it is not always as fixed as we believe. By shifting the sequencing of events, you can potentially unleash new opportunities.<br><br>For example, if your challenge suggests that you predict future consumption, postponing a decision could increase flexibility. On the flip side, if your challenge assumes you need to wait until you have all the necessary information before making a decision, predicting may improve efficiency and responsiveness. And if there are few dependencies between activities, look for ways to perform tasks in parallel.",
"HowToUse": "When a prediction is implied, ask:<br><br>- How can we delay a decision until later in the process when we have more or better information?<br><br>Conversely, if your challenge implies you are postponing action, ask:<br><br>- How can we make a decision earlier in the process, before we have all the necessary information?<br><br>Finally, if the activities have limited dependencies, ask:<br><br>- How can we perform multiple tasks in parallel?<br><br>The upside of postponing is you reduce waste, you more closely meet customer needs, and you reduce inventory and warehousing.The downside is a potential increase in overall lead times and costs due to a lack of economies of scale.<br><br>Conversely, predicting what you may need might increase speed and efficiency while reducing overall costs. By not waiting for all of the information to come in, you enable faster response times and improve customer service. However, you could end up having wasted resources if your predictions are wrong.<br><br>And when possible, performing activities in parallel can increase speed because multiple tasks are done at the same time.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/resequence-11.mp4?st=2020-02-13T20%3A36%3A46Z&se=2030-02-14T20%3A36%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=MCcz%2FMzHgiyoBkpz%2BYVXnSg7eYocshZDjTxLpRrjG%2Bk%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308625"
},
{
"LensId": 12,
"LensSortOrder": 1,
"CategoryId": 1,
"LensName": "REASSIGN",
"CategoryName": "Change Perspective",
"Description": "The REASSIGN lens suggests you change who does the work.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eREASSIGN\u003c/span\u003e lens suggests you change who does the work.",
"WhenToUse": "If a problem statement implies that a particular person, department, company, or industry does the work, changing the “who” can unleash some creative solutions. Keep in mind that sometimes the “who” can be a computer or other nonhuman. This is a particularly powerful lens when considering the blurring of industries’ boundaries.",
"HowToUse": "There are three ways:<br><br>1. Ask “Who else could perform this task?” and substitute that person, department, organization, or industry in the question.<br><br>2. Genericize the question so that it does not imply anyone in particular. Allow the “who” to emerge during the solution finding. For example, instead of “How can we improve the way marketing targets customers?” you could ask “How can we (the organization as a whole) target customers?”<br><br>3. Reassign the work to something other than a human being, for example, by automating the work in some fashion. Ask “How else might this task be accomplished?”",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/reassign-12.mp4?st=2020-02-13T20%3A37%3A12Z&se=2030-02-14T20%3A37%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=HTyXMb%2BityFBY1t5sKdpRNzVsF5zePGE83wwgv7bBCQ%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308585"
},
{
"LensId": 13,
"LensSortOrder": 2,
"CategoryId": 1,
"LensName": "ACCESS",
"CategoryName": "Change Perspective",
"Description": "The ACCESS lens suggests that you enable access to resources rather than assuming ownership.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eACCESS\u003c/span\u003e lens suggests that you enable access to resources rather than assuming ownership.",
"WhenToUse": "If your question implies ownership of any sort, consider how giving people access to the resources might be better. In many situations, consumers want to use something rather than own it. The same is true of your organization; sometimes it is better to rent than own.",
"HowToUse": "Ask:<br><br>- How can we change ownership words to “access” words, such as rent, subscribe, lease, or use?<br><br>One added advantage of using this lens is that it can unveil new business models for you. For example, you might find a way to turn a product into a service that someone can subscribe to, or you might find a way to turn a service into a product that can be rented.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/access-13.mp4?st=2020-02-13T20%3A37%3A32Z&se=2030-02-14T20%3A37%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=DUzesqPxIZwtCd1NGjLzXMpgGBLqMRB9PVwoYjEP4lk%3D",
"IFrameUrl": "https://player.vimeo.com/video/393707681"
},
{
"LensId": 14,
"LensSortOrder": 3,
"CategoryId": 1,
"LensName": "EMOTION",
"CategoryName": "Change Perspective",
"Description": "The EMOTION lens suggests you frame the problem in a way that evokes an emotional response.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eEMOTION\u003c/span\u003e lens suggests you frame the problem in a way that evokes an emotional response.",
"WhenToUse": "If your problem statement appears to fix a negative situation, consider using this lens to reframe it in a more emotional way. Don’t try to correct a problem or state it as a negative. Instead, word it optimistically. However, as you will see, there are times when fixing a problem is the best way to generate an emotional response. See the PAIN VS GAIN lens for more on this.",
"HowToUse": "Ask:<br><br>- How can we shift from corrective words such as “improve,” “fix,” or “reduce,” to a more aspirational goal?<br><br>- How can we reframe the challenge in a way that stimulates solvers from an emotional perspective?<br><br>Don't just ask questions that are about facts, data, and results (e.g., increase customer satisfaction). Ask questions that create emotional responses. Instead of “How can we improve morale?” ask “How can we get 100 percent employee engagement?” or “How can we get 5 out of 5 on employee satisfaction surveys?” Instead of asking “How can we retain our customers?” ask “How can we wow our customers?” or “How can we create customer evangelists?” or “How can we make people smile when they think of our company?” or “How can we help people feel at home when in our stores?”",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/emotion-14.mp4?st=2020-02-13T21%3A08%3A26Z&se=2030-02-14T21%3A08%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=Dx2lg7ArM0lCK2DVHoE6fh6E988xtDMygEtUS8kX3Jc%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308335"
},
{
"LensId": 15,
"LensSortOrder": 4,
"CategoryId": 1,
"LensName": "SUBSTITUTE",
"CategoryName": "Change Perspective",
"Description": "The SUBSTITUTE lens suggests you replace a word with a similar one.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eSUBSTITUTE\u003c/span\u003e lens suggests you replace a word with a similar one.",
"WhenToUse": "This lens can be used to reframe every question. As we have already established, changing one word in a problem statement can have a profound impact on the range of solutions. This is the simplest lens, yet one of the most powerful. HYPONYM and HYPERNYM also use word substitution by changing the level of abstraction. This lens is more about shifting perspective rather than changing the level of detail.",
"HowToUse": "Ask:<br><br>- How can we swap out one or more words in the problem statement for different terms?<br><br>You can find words that are unrelated to the original words in order to completely shift the focus. You can find similar words that might have slightly different meanings or connotations. Or you can even grab a thesaurus and use synonyms.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/substitute-15.mp4?st=2020-02-13T21%3A08%3A54Z&se=2030-02-14T21%3A08%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=B%2FHV%2BV%2FlC2HQkv%2BiMAQOLrCH4JE43d%2B9SBYgael2jQU%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308760"
},
{
"LensId": 16,
"LensSortOrder": 0,
"CategoryId": 4,
"LensName": "FLIP",
"CategoryName": "Switch Elements",
"Description": "The FLIP lens suggests that you solve for a different factor.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eFLIP\u003c/span\u003e lens suggests that you solve for a different factor.",
"WhenToUse": "Use this whenever you have multiple factors that influence each other. Although some situations are more obvious than others, with some work, you often can find multiple dimensions to nearly any problem statement.",
"HowToUse": "Ask:<br><br>- How can we turn the problem upside down by improving a different factor?<br><br>Many questions we want to solve have multiple components. We often get fixated on solving just one of them. But sometimes, other hidden factors can unleash a much simpler solution. We can do that by asking “Instead of fixing this factor, what if we fixed or adjusted a different factor?”",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/flip-16.mp4?st=2020-02-13T21%3A09%3A34Z&se=2030-02-14T21%3A09%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=ploUNGEV9MlCTPKqHnVjHVgkLLFIumwboKSYyXgF8%2Bo%3D",
"IFrameUrl": "https://player.vimeo.com/video/394309021"
},
{
"LensId": 17,
"LensSortOrder": 1,
"CategoryId": 4,
"LensName": "CONFLICTS",
"CategoryName": "Switch Elements",
"Description": "The CONFLICTS lens suggests you multiply conflicting attributes.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eCONFLICTS\u003c/span\u003e lens suggests you multiply conflicting attributes.",
"WhenToUse": "When problem-solving, sometimes it is useful to add some conflicting elements. This forces creative thinking that can result in clever solutions. This, like the FLIP lens, works well when two or more factors influence the issue.",
"HowToUse": "Typically, we look for complementary attributes in a problem to arrive at a solution. However, to use this lens, ask:<br><br>- How can we design the challenge to allow for and embrace conflicting attributes?<br><br>This will move you from a single factor to multiple factors.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/conflicts-17.mp4?st=2020-02-13T21%3A24%3A02Z&se=2030-02-14T21%3A24%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=26uXcczMU45Pexb%2BL1LcPa9eqoakNXUw9BZceMVi8Jw%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308839"
},
{
"LensId": 18,
"LensSortOrder": 2,
"CategoryId": 4,
"LensName": "PERFORMANCE PARADOX",
"CategoryName": "Switch Elements",
"Description": "The PERFORMANCE PARADOX lens suggests you shift your focus.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003ePERFORMANCE PARADOX\u003c/span\u003e lens suggests you shift your focus.",
"WhenToUse": "Sometimes you can improve performance by shifting your focus from the primary objective. If you are having difficulty hitting a goal, don't just adjust the goal; instead, change what is measured and shift from focusing on one element to another.",
"HowToUse": "Ask:<br><br>- What can we focus on other than the outcome?<br><br>In some cases, focusing on the activity itself will improve performance. The paradox is that sometimes the best way to improve an outcome is to avoid focusing on the outcome. For example, this book illustrates that the best way to find a solution is to not focus on the solution but rather the problem.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/performanceparadox-18.mp4?st=2020-02-13T21%3A29%3A58Z&se=2030-02-14T21%3A29%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=URrVYdpVsTbuSxD4YiaBfF9m7KuTrv9%2BiqG4JJ9eq1I%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308959"
},
{
"LensId": 19,
"LensSortOrder": 3,
"CategoryId": 4,
"LensName": "PAIN VS. GAIN",
"CategoryName": "Switch Elements",
"Description": "The PAIN VS. GAIN lens suggests you focus on motivators.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003ePAIN VS. GAIN\u003c/span\u003e lens suggests you focus on motivators.",
"WhenToUse": "“Build it and they will come” – we hear that mantra a lot.<br><br>But problem-solving can be more like “Solve a pain and they will come.” When you frame a challenge as an opportunity or gain (“Wouldn’t it be great if we...?”), you drive creativity but not necessarily action. Although people might be interested in the solution this question leads to, they may not be driven enough to make change happen. On the other hand, the desire to avoid or eliminate threats, loss, or pain will drive action. Therefore, when defining your question, recognize that pain often sells better than gain.",
"HowToUse": "In general, people will take greater risks to minimize (or reduce) pain or losses, yet are risk averse when the option is to increase their pleasure or gain. If your challenge implies a positive gain, ask:<br><br>- What is the pain we need to solve?<br><br>- What might be lost if we don’t solve this problem?",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/painvsgain-19.mp4?st=2020-02-13T21%3A30%3A27Z&se=2030-02-14T21%3A30%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=jHKP4zls6pjFoCy57vyVv35PMpd2cplkl8JY706rWbI%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308265"
},
{
"LensId": 20,
"LensSortOrder": 4,
"CategoryId": 4,
"LensName": "BAD IDEA",
"CategoryName": "Switch Elements",
"Description": "The BAD IDEA lens suggests you explore a terrible solution.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eBAD IDEA\u003c/span\u003e lens suggests you explore a terrible solution.",
"WhenToUse": "When you are stuck and can't find a creative solution, sometimes a way to crack the nut is to change the question and instead look for a terrible solution. This can be used as a starting point to find great solutions.",
"HowToUse": "You can engage this lens with two different strategies:<br><br>1. Instead of asking for great ideas, ask for terrible ones. Then ask “How can we turn this bad idea into a good one?” For example, think about the world prior to vaccines. What would be the dumbest way to prevent an outbreak of polio? Inject everyone with the virus. But, of course, that is exactly how it is done.<br><br>2. Instead of asking for what you want, ask what will give you what you don’t want. Then do the opposite.For example, instead of increasing sales, find ways to decrease them and then do the opposite.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/badidea-20.mp4?st=2020-02-13T21%3A30%3A50Z&se=2030-02-14T21%3A30%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=BRgzFqWm%2FUJPM1mzsyj%2FTd46%2ByyW9HFbvuTdn%2FRezmY%3D",
"IFrameUrl": "https://player.vimeo.com/video/393707712"
},
{
"LensId": 21,
"LensSortOrder": 0,
"CategoryId": 5,
"LensName": "REAL PROBLEM",
"CategoryName": "Zero In",
"Description": "The REAL PROBLEM lens suggests that you solve the real issue, not the symptoms.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eREAL PROBLEM\u003c/span\u003e lens suggests that you solve the real issue, not the symptoms.",
"WhenToUse": "This is an important lens to use all the time. Assumptions about the problem might be leading you down the wrong path. When problem-solving, it is important that you are solving the real issue. Ask yourself whether you are solving the right problem or whether you are just resolving the symptoms. No matter how efficiently you solve the wrong problem, the result will not matter.",
"HowToUse": "Ask:<br><br>- Do we really know the underlying problem we want to solve?<br><br>- Are we solving the root cause of the problem?<br><br>To ensure you are solving the right problem, you often need data. See the INSIGHTS lens. When using this lens, it is useful to employ the assumption-busting tools described in Chapter 3.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/realproblem-21.mp4?st=2020-02-13T21%3A31%3A14Z&se=2030-02-14T21%3A31%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=T%2FOWOw8zbgJMYG3m630cl2oyjSXTr5ABVkUlfLS4mvw%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308550"
},
{
"LensId": 22,
"LensSortOrder": 1,
"CategoryId": 5,
"LensName": "INSIGHTS",
"CategoryName": "Zero In",
"Description": "The INSIGHTS lens suggests that you identify required information.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eINSIGHTS\u003c/span\u003e lens suggests that you identify required information.",
"WhenToUse": "This lens is useful in almost every situation. More data typically will help you make better decisions. Although data is not always available and has inherent limitations, if you have it, and use it wisely, you often can find either root causes or opportunities. This lens is particularly useful when the challenge statement seems vague, when you aren’t sure if you are solving the REAL PROBLEM, or if you can’t find the LEVERAGE point.",
"HowToUse": "Ask:<br><br>- Is there data that can give us insights into a better solution?<br><br>- Have we looked at the data to help us identify more specific areas of focus?<br><br>- What information would help reframe the question or even help find solutions?",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/insights-23.mp4?st=2020-02-13T21%3A31%3A39Z&se=2030-02-14T21%3A31%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=CV7yPpS473452F5Dse8NjE9PAXIvX%2B8%2FRajOWfzanEk%3D",
"IFrameUrl": "https://player.vimeo.com/video/394309048"
},
{
"LensId": 23,
"LensSortOrder": 2,
"CategoryId": 5,
"LensName": "REAL BUSINESS",
"CategoryName": "Zero In",
"Description": "The REAL BUSINESS lens suggests you ask the question: What business are we really in?",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eREAL BUSINESS\u003c/span\u003e lens suggests you ask the question: What business are we really in?",
"WhenToUse": "It is always useful to make sure you are in the business you think you are in. Quite often, we make assumptions about our industry and competition. But with the blurring of industry boundaries, the explosion of tech startups and new entrants, and the introduction of game-changing technologies, it is important to make sure you think about your business in proper terms. All of these factors are changing the roles of companies and the competitors they need to fear. The risk in not using this lens is irrelevance.",
"HowToUse": "Ask:<br><br>- What business are we really in?<br><br>- Who are our real competitors?<br><br>- What new technology can make us irrelevant?<br><br>It is often useful to consider your industry in broader terms than you may be used to, and to consider competition that is outside your industry.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/realbusiness-22.mp4?st=2020-02-13T21%3A32%3A09Z&se=2030-02-14T21%3A32%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=ANmUmsE0OxWJfXl9WH23bttln0vRCkOhq511dsTm1VU%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308791"
},
{
"LensId": 24,
"LensSortOrder": 3,
"CategoryId": 5,
"LensName": "VARIATIONS",
"CategoryName": "Zero In",
"Description": "The VARIATIONS lens suggests you avoid one-size-fits-all approaches.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eVARIATIONS\u003c/span\u003e lens suggests you avoid one-size-fits-all approaches.",
"WhenToUse": "A one-size-fits-all challenge tends to be ineffective; consider how you might address exceptions or rare cases in different ways. But don’t design around the most complicated or unlikely cases. When designers try to create a standardized process that covers every situation, no matter how rare or unusual, the result is usually greatly increased complexity and diminishing returns. Exceptions do not need to be treated the same or as efficiently. Create variations in the way you do your work.",
"HowToUse": "Ask:<br><br>- How can we design a solution to handle the exception, not for the exception?<br><br>- How can we create multiple variations that serve different needs differently?",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/variations-24.mp4?st=2020-02-13T21%3A32%3A30Z&se=2030-02-14T21%3A32%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=AGXf1gHqwiIQg%2F3vgYL8PS60a3VVIxCScPZJ070eAzM%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308990"
},
{
"LensId": 25,
"LensSortOrder": 4,
"CategoryId": 5,
"LensName": "OBSERVATION",
"CategoryName": "Zero In",
"Description": "The OBSERVATION lens suggests that you uncover hidden and unarticulated needs.",
"DescriptionHtml": "The \u003cspan class=\u0022lens-name\u0022\u003eOBSERVATION\u003c/span\u003e lens suggests that you uncover hidden and unarticulated needs.",
"WhenToUse": "The traditional approach to gaining new insights into a problem space involves accumulating and analyzing data. But there are limitations in the value of data, as it tends to provide only an historical view of behavior. We typically have data only about current customers, not on future customers with future needs. And we only have information about their interaction with us as a company, not how they behave in their daily lives. In order to determine if you are asking the right questions, consider using the observation lens to uncover hidden and unarticulated needs.",
"HowToUse": "Ask:<br><br>- Instead of asking our customers what they want, how can we observe them?<br><br>The concept of ethnography is one way to observe your customers.Instead of asking customers for their opinions via customer surveys or analyzing gigabytes of data, get out and watch them in action. Visit them in their homes.Watch them use your products. Create a lab where you can watch people in a controlled environment. The key is to avoid interfering with their activities.As much as possible, you want to observe them in their natural habitats.",
"VideoUrl": "https://sa25lensesvideos.blob.core.windows.net/videos/lenses/observation-25.mp4?st=2020-02-13T21%3A32%3A52Z&se=2030-02-14T21%3A32%3A00Z&sp=rl&sv=2018-03-28&sr=b&sig=209K%2FsZp2If8VBzImnM4UCh0gHOL%2B2XPEH1sTLM7PQE%3D",
"IFrameUrl": "https://player.vimeo.com/video/394308694"
}
];