Thinking Outside the Box

What an overused and abused phrase! Yet, it still is useful to prod oneself into reorienting one's perspective about how common problems can be solved. A recent book entitled Why Not? (see reference in the right column) attempts to provide tools to help us generate good ideas. Can these ideas be used to generate new revenue streams?

Here are four of the problem solving tools that are offered in their book:

What Would Croesus Do?

Croesus was a rich king living in the ancient Mediterranean world of the 6th century B.C. The first minted coins of gold and silver are attributed to him. He was also known for his lavish gifts and thus the phrase, "rich as Croesus" became synonymous with wealth. To ask the question above, is in effect asking, "Is there a solution to this problem if I had unlimited resources and price is no object?" By allowing oneself to think this way, outrageous and outlandish solutions may emerge. Since the real world does impose price and resource restrictions, the solutions may not be practical. Yet, the very fact that a solution could exist may be inspiring enough to work backward from that solution and find a reasonable compromise.

Why don't you feel my pain?

Most of us make decisions in our self-interests. This behavior is evident in the interaction between buyers and sellers. If one is made to feel the effects of their decision, or "to feel your pain", they may change their behavior.

Where else would it work?

Instead of identifying the problem, the authors suggest looking first at solutions. They term this translation, taking an idea that works in one context, modifying it, and adapting it to work in another. They cite the famous example of Tom Coleman and Bill Schlotter who invented the Spin Pop, a motorized lollipop holder that spins the candy, simplifying the process of licking. It was a huge success selling over 60 million gadgets. John Osher, the head of the Spin Pop company, envisioned another use for the device. As he walked down the aisles of a department store, bemoaning the high prices of electric toothbrush brands such as Sonicare, a solution came to him. He adapted the idea for electric toothbrushes, inventing the Spinbrush. It soon became one of the top-selling toothbrushes, eventually leading to a $475 million payout when the company was sold.

Would flipping it work?

The final tool involves flipping a process around and seeing if it provides a solution. The authors contend that even if it is not a better solution to the problem at hand, it may offer a useful solution to another problem. They cite the solution of Priceline.com. The company flips the usual way of doing business by allowing the customer to offer a price for their airline tickets and hotel rooms, instead of the conventional method of having the airlines and hotel offer prices.

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The authors conclude that, "Great ideas are waiting right under our noses. Why not be the one to discover them?"

Paul K. Shitabata, M.D.

References:

The Open Source Ideas Movement

The authors of the book have created this web site as forum for the exchange of ideas that utilize everyday ingenuity to solve problems big and small.

Comments:

Last Updated March 17, 2005