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Technique N°8 - Become the challenge

Identification can be a strong technique!

At eYeka we believe that everyone is creative as soon as one opens his mind and lets ideas flow freely. To help creators from everywhere tackle brand issues, we are providing you with Creative Techniques. Browse them, play with them and add them to your daily creative process to generate your best ideas!

When facing a challenge one good way to get ideas it to identify yourself with its main object or process. It will force you to change your point of view and thus generate ideas.

Let’s use the SilverNeedle Hospitality contest as an example: “Re-invent the hotel experience with an original new product or service that will surprise and delight business travelers, and make them come back for more.”

Using the problem statement as a new point of view is one way of generating ideas. This technique helps you define the problem boundaries, feel the emotions and understand the process by which your problem goes through.

To do so, follow the steps listed below:

  1. Read your problem statement with attention and identify its main object or process. What cannot be removed in your problem statement? What is the core of the challenge?
Our problem statement is about business travelers in a hotel that are looking for surprise and delight. The main object is “business travelers in a hotel.” 
  1. Ask questions like the one below and try to answer them with detailed story:
  • How would I feel if I were…? 
For example: How would I feel if I were a business traveler in a hotel?
I might feel lonely, be missing home, feel bored and tired, maybe stressed but also excited; I might be looking for a workstation. 
  • What would happen to me if I were…?
For example: What would happen to me if I were a business traveler in a hotel?
I could look for all the activities that I can do easily during my trip or I might want a place to get me ready for my next meeting… 
  • What would I think, feel or how would I act if I were…?
For example: What would I think, feel or how would I act if I were a business traveler in a hotel?
I might ask my way around a lot, I might feel the need to be connected to my family and co-workers. 
  1. Once done, note all the new ideas you had!
Based on the answers, you could imagine work rooms decorated by country to make business travelers feel like home for example. 

By taking the point of view of your problem, you progressively embrace its boundaries, making it simpler to solve.

 

Did you find new ideas to solve the problem? If yes, congrats! If not move on to the next technique!


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