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Файл:Английский в научных и инженерных целях. Часть 1. Учебное пособие
.pdf
SESSION 5. DEVELOPING A NEW PRODUCT.
ENGINEERING CREATIVITY
TASK 1. Brain storm and discuss:
What is engineering creativity? How does it differ from scientists` crea-
tivity?
What skills do you think necessary for engineering creativity?
What does a project, company start from?
Who are headhunters? What is done in research for talents?
TASK 2. What abilities and skills would a scientists or/and an engineer need
for his/her creative work?
Read Martin L. Perl`s – 1995 Nobel Laureate in Physics Speech on this
topic. Give your opinion. Provide reflections based on your professional experience.
How to Develop Creativity in Science and Engineering
Martin L. Perl`s Speech
1995 Nobel Laureate in Physics
Delivered October 2007
Basic abilities and skills for technical creativity
2.1 Competency in mathematics
You must be competent in mathematics even if you are in a field where
mathematics is secondary. But you don’t have to be a mathematical genius.
The mathematical level should be that of a book such as Kreyszic*. You
don’t have to carry the properties of Bessel functions in your head, but you
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should recognize when your calculations need Bessel functions and know
where to find their properties.
*E. Kreyszig, Advanced Engineering Mathematics, (Wiley, New York, 1988).
This is a twenty year old book but this demonstrates that the mathematics
we usually need changes slowly.
2.2 Imagination
Imagination is crucial to creativity in engineering and science, imagina-
tion within the constraints of known physical laws, experimentation, feasibility and practicality. Begin with the far reaches of imagination at the science
fiction level. Then gradually apply the constraints of physical reality. Beveridge in his The Art of Scientific Investigation has a marvelous chapter on imagination*.
*W. I. B. Beveridge, The Art of Scientific Investigation,
(William Heinemann, London, 1953).
2.3 Visualization
In engineering and scientific work it is crucial to be able to visualize
how the work can be accomplished*. The intended work might be the invention of a mechanical or electronic device, the synthesis of a complicated molecule, the design of an experiment to evaluate the efficacy of a new drug, or
the modeling of how proteins fold and unfold. There are many ways to visualize the development of your idea.
I draw pictures and do rough calculations in my notebooks. Some pri-
marily use a computer. Others make models. Still, others just carry out the
visualization in their heads until most of the details have been worked out. If
you are working with others, intermediate technical notes and meetings are
necessary. If I am thinking in the wrong direction I prefer to know sooner rather than later.
*E. S. Ferguson, Engineering and the Mind’s Eye,
(The MIT Press, Cambridge, 1993).
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2.4 Hands-on and laboratory skills
When choosing what you work on in engineering and science, honestly
evaluate the extent of your hands-on and laboratory skills. Are you good with
tools, with repairing equipment, or perhaps with using a microscope? You
cannot be creative if your daily work involves activities that weaken your
confidence and self esteem. You can still do design work or theoretical work.
Or, if you want to participate in the hands-on world, find a partner or a group
with which to work.
My Ph.D. thesis advisor, Isidore Rabi, was given the Nobel Prize for
his experimental work, but he had few hands-on skills. His graduate students were afraid to let him get close to their apparatus. When he came to
the laboratory we immediately engaged him in conversation at the door,
hoping he would get bored and leave. In spite of his hands-on limitations,
he had a deep, mysterious way of understanding and visualizing experimental work.
2.5 Computers
Computers have changed the world of the engineer and scientist. Learn
to use a packaged general computing program such as Maple, Mathematica
or MATLAB. I use Maple because my friend Marvin Weinstein is a Maple
expert and I can always go to him with problems. I find the best way to make
progress in computing is to have an expert as a resource.
The Internet is a great time saver for looking up references and reading
papers. It is also great for looking up facts such as the properties of Bessel
functions, but don’t try to learn Bessel functions from the Internet – for that
you need a textbook. The curse of the Internet is email. I look at mine no
more than once a day and keep my finger on the delete key.
TASK 2. Read the text about IDEO company.
About IDEO. What We Do
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IDEO (pronounced “eye-dee-oh”) is an award-winning global design
firm that takes a human-centered, design-based approach to helping organizations in the public and private sectors innovate and grow.
We identify new ways to serve and support people by uncovering la-
tent needs, behaviors, and desires.
We envision new companies and brands and design the products, ser-
vices, spaces, and interactive experiences that bring them to life.
We help organizations build creative culture and the internal systems
required to sustain innovation and launch new ventures.
Our Approach: Design Thinking
“Design thinking is a human-centered approach to innovation that
draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” – Tim
Brown, president and CEO.
Thinking like a designer can transform the way organizations develop
products, services, processes, and strategy. This approach, which IDEO calls
design thinking, brings together what is desirable from a human point of view
with what is technologically feasible and economically viable. It also allows
people who aren’t trained as designers use creative tools to solve a vast range
of challenges.
Design thinking is a deeply human process that taps into abilities that
we all have but are overlooked by more conventional problem-solving practices. It relies on our ability to be intuitive, to recognize patterns, to construct
ideas that are emotionally meaningful as well as functional, and to express
ourselves through means beyond words or symbols. Nobody wants to run an
organization on feeling, intuition, and inspiration, but an over-reliance on the
rational and the analytical can be just as risky. Design thinking provides an
integrated third way.
The design thinking process is best thought of as a system of overlap-
ping spaces rather than a sequence of orderly steps. There are three spaces to
keep in mind: inspiration, ideation, and implementation. Inspiration is the
problem or opportunity that motivates the search for solutions. Ideation is the
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process of generating, developing, and testing ideas. Implementation as the
path that leads from the project stage into people’s lives.
Operating from this perspective, IDEO uses a mix of analytical tools and
generative techniques to help clients see how their new or existing operations
can look in the future – and build road maps for getting there. Our methods include business model prototyping, data visualization, innovation strategy, organizational design, qualitative and quantitative research, and IP liberation.
All of IDEO’s work is done in consideration of the capabilities of our
clients and the needs of their customers. As we iterate toward a final solution,
we assess and reassess our designs. Our goal is to deliver appropriate, actionable, and tangible strategies. The result: new, innovative avenues for growth
that are grounded in business viability and market desirability.
Source: IDEO official website
TASK 8. Grammar focus. After reading the text.
Insert necessary prepositions:
1. Human-centered approach … innovation means socially effective
technologies and products.
2. … the requirements … business success are people of the company
and team spirit.
3. Designers have traditionally focused … enhancing the look and
functionality of products.
4. Recently, they have begun using design tools to tackle more com-
plex problems, such as finding ways to provide low-cost healthcare
… the world.
5. Businesses were first to embrace … this new approach – called de-
sign thinking – now nonprofits are beginning to adopt it too.
6. Global Entrepreneur magazine talks … IDEO Shanghai about their
work … Media, transforming their understanding of innovation and
how design can truly change the lives of Chinese people.
7. Education is the means … which we thrive, individually and collec-
tively.
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8. … recent times, the growing complexity and interconnectedness of
our now global society has challenged the effectiveness of traditional education systems, which were designed … the needs of the industrial era.
Insert the infinitive or gerund:
1) … (thrive) in the 21st century, however, we need 2) … (go) beyond
that–and teach people how … (learn), engage, and create.
As demand for online 4) … (learn), adult education, and worldwide
workforce development grows, our challenge is not only 5) …(build) infrastructure, but also to design effective 6) … (learn) experiences, so that students stay engaged, discover new meaning, and achieve the desired outcomes. We develop new digital apps and platforms, design schools and other
learning environments, and build knowledge 7) … (share) systems for 8) …
(manage) complex data across institutions – all of which center around the
needs of core users, typically the learners themselves.
TASK 2. Read the text about famous and gifted person in engineering design
Mr. Raymond Loewe.
EXXON OIL BY RAYMOND LOEWY
Raymond Loewe tells…
“…I was in my New York office in March 1966 when I received a visit
from Jersey Standard’s counsel; he had come, he said, at the suggestion of the
board of directors. The company had decided to change the Esso into another
one, and, and for reasons he chose not to explain, the fact was to be kept in the
most severe conditions of secrecy. The project was to be known as “Nugget”.
We signed a contract and I left immediately for my winter residence in
Palm Springs, California.
In less than a week I found the name I wanted: Exxon, and I made sev-
enty-six rough pencil sketches based on the word, placing the visual emphasis on the double x’s.
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After making photocopies for my files, I air-mailed the originals to Jo-
seph Lovelace, then vice-president of my company in New York, whom I had
selected as Nugget’s project manager.
I indicated the version of Exxon which I preferred, and it was eventually
selected, adopted, and used by Jersey Standard. The skectch shown here is
the original one I made in Palm Springs in March 1966.
Then a large team of Jersey Standard’s Executives started – in close col-
laboration with my team – the research, explorations, and so on, essential to
such a major transition as a change of name and logotype for one of the
world’s largest corporation. The end result of such intimate cooperation, carried out in top-secret condition, was the word Exxon.
I valued the double x for its neo-subliminal memory-retention value and
also for a certain similarity to the two s’s in Esso…”
The following logos hold references to this case: Esso, Exxon (1966).
1966 1966
Source: http://www.goodlogo.com/cases/323
TASK 3. Use the word bank to identify the word that best completes the sentence.
emphasis original secrecy version visual indicated
eventually essential transition cooperation collaboration
1. It was a long project but … we did it.
2. Safety awareness is … for life.
3. There is a lot of … on saving money in my office.
4. The … between the two workers on the building site was wonderful.
5. All the slides of a presentation refer to as … aids.
6. This is a copy; the … version of the paper is kept in our headquarters.
7. The CIA works in … .
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8. The original … of the scheme was better than the one here on the flipchart.
9. Her … from mechanical engineering to environmental audit was slow
and difficult.
10. The marker on the diagram … that it might be a rapid drop in sales soon.
TASK 4. Engineering Design. Read the texts (1–3) and compare the success
stories of the three companies.
Text 1. COCA-COLA
The Coca-Cola script was designed by an amateur, Frank
Robinson, the fledgling company’s bookkeeper. He devised both
the Spencerian script and the brilliantly concise words beneath:
“Delicious and Refreshing” in 1886. The bottle is among the
most recognizable icons in the world, a design that has come to
symbolize the youthful exuberance of America. Countless variations have been released over the decades, but the enduring classic is the curved vessel designed by the Root Glass Company of
Terre Haute, Indiana, and introduced in 1915. A Coca-Cola dispenser was later designed by Raymond Loewy.
Source: http://coca-cola-art.com/
Frank Robinson
Dispenser
by Raymond Loewy
Source: http://www.goodlogo.com/cases/336
Text 2. ICI
When, in 1926, Nobel and three other large British chemi-
cal companies merged to form Imperial Chemical Industries,
1915
the existing black and orange Nobel roundel was adopted by
the new company. It has been updated several times since, most
notably in 1987, when the corporate identity design group
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Wolff Olins introduced the clean, modern combination of white
letters against a blue background. The full name is now used
only occasionally; instead the company is universally identifiable by its initials. The following logo holds a reference to this
case: ICI (1987)
.
Source: http://www.goodlogo.com/cases/336
Text 3. Michelin Man
Monsieur Bibendum, the Michelin Man, has been the
chief symbol of the French tire company since he was created in 1898. Legend has it that the designer, Mr. O’Galop,
was inspired by the sight of a pile of rubber tires. In his
earliest incarnations, Monsieur Bibendum had many more
thinner roles, as Michelin made bicycle tires at the beginning of the 20th-century; but as the company moved into
the production of car tires, his shape changed accordingly.
Always depicted as an active, friendly figure, Monsieur
Bibendum has achieved lasting success, being both highly
memorable and evocative of the product he represents.
In 2000, the Michelin logo was chosen ‘Logo of the
Century’ by an international jury.
Source: http://www.goodlogo.com/cases/327
TASK 5. Study the texts about impossible engineering jobs below. Sum up the
content present it and your opinion on the project described.
Some engineering projects seem to be utterly impractical because of the
various factors influencing them. But these impossible engineering jobs after
their successful completion open a surprising window into the world revealing avenues of hope. It is the human brain that overcomes hurdles and completes the impossible job. In this article we will explore some of such seemingly impossible but successfully completed engineering jobs.
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Text 1. Kansai Airport, Japan
The world’s first international airport on a man-made island in the sea
“Kansai International Airport” was built on a man-made island on the sea,
about five kilometers off the coast of Senshu in Osaka Bay. It opened on September 4,1994. The huge, long building stretching 1.7 kilometers alongside
the 3,500-meter runway is the passenger terminal building.
What made it impossible?
There was no existing island in Osaka Bay where the airport was needed.
The Kansai region was subject to severe earthquakes and earthquakes
can liquefy the landfill that might be used to construct such an island.
Japan is subject to typhoons (hurricanes in the Pacific). These typhoons
can raise the water level for several hours at a time.
The soil immediately underneath the water was soft clay.
Uncertain compressibility of the clay.
Engineering solution:
The alluvial clay was stabilized with sand columns to absorb the mois-
ture within the clay.
The sinking problem was solved by constructing 69 steel chambers
along the periphery of the airport. These chambers were 75 feet in
height and 75 feet in diameter. They weighed 200 tons each. The spaces
between the chambers were filled with 48,000 specially shaped concrete
blocks.
Irregular stones weighing one to two tons were added to the walls.
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