I think you know this moment: You’re in your ideation session 🔎 to promote a product and… you’re stuck. You have a few ideas, but you aren’t really happy with any of them. You know there must be a better one.

This is the moment for Paul Arden’s book: Whatever You Think Think the Opposite. Change your perspective. And this one isn’t as dangerous as my other suggestion. Based on Arden’s idea, my favourite method is to destroy the product! Break it 👊. Trash it. Make it bad. Think about what it would take to smash the image of the product in the eyes of the customer.

Example: A soft drink. You know there is sugar in it. So you could promote too much sugar as bad for your health. It’s junk food. Not so good for your body. Using this method, you change your perspective on the product. And now, try to avoid this view of the product. In the example of our soft drink, maybe you think about exercise💪. Maybe this drink is a good one to recharge your body after a sweaty😅 parkour session. Could be some nice images.

Whatever you think think the opposite. This is a great suggestion from Arden to find new ideas in our day-to-day work. To push your creativity and innovation when you think about the one big idea💡. To get yourself unstuck.