Even better: Instead of asking them what they would .
Creative Thinking And Problem Solving
The idea is to shift your perspective so you can approach the problem from a new angle.
They help guide your thinking and by doing so act as a distraction from many of your limiting biases. Empathy is the ability to put yourself in someone else’s shoes without judging.
Obviously, I believe that Positioning Roulette is the best and most rigorous framework for the development of positioning platforms and brand stories but the truth is any framework (for example the Maslow hierarchy of needs is another effective framework) will lead to better results than not using any. This “someone else” can be a consumer you are trying to convert or another team member during an ideation session.
In A Whack on the Side of the Head: How You Can Be More Creative, Roger Von Oech, says, “In the imaginative phase, you ask questions such as: What if? Many problems arise because we neglect to zoom out from the content of the problem and examine the overall context of the situation.
If sales are down, for example, instead of revisiting your sales strategy examine the context of your overall industry: Take an expansive viewpoint before narrowing in on the specific problem.