Patterns of Creativity in Japan Lessons from Successful Japanese Companies – A Resource

Sandwiching Ideas

Place a new idea between two old ones (or vice-versa).

Example: The ‘new idea’ of the Sony walkman was sandwiched between the two ‘old ideas’ of ‘headphones’ and the ‘portable stereo tape recorder’ after Akio Morita observed people on the street in Japan and New York walking around “with big tape players and radios perched on their shoulders blaring out music.”

Source: Tatsuno, S. (1990). Created in Japan: from imitators to world-class innovators.