Strategies For Creative Problem Solving
Using the cards will lead to more relevant solutions, faster, by inspiring you to look at your brand or product from 26 fresh, proven and rigorously validated (through the analysis of over 1200 case studies of effective brand building) perspectives.The cards are also a great tool to generate new product ideas.In our experience the most effective “creativity techniques” use a two-step approach. Most people still don’t seem to realize that there is a method to creativity. One significant benefit of a more methodic approach is that it helps drive and guide the idea finding process and thus helps overcome the biases and limitations mentioned above.The first step usually consists in moving away from the problem to facilitate new ideas, the second step then consists in translating those ideas back into solutions that could solve the original problem. This is where tools like Positioning-Roulette come into play.Some will be more relevant to the type of problem you’re trying to solve than others. The more diverse marketing problems you have worked on, the more cases in different categories you’ve been exposed to, the more flexible and agile your thought processes will become.Looking at the world of ants and how they are organized and trying to draw conclusions on how to position a brand of yogurt might sound like a fun exercise (and it is) but it’s in my opinion a complete waste of time. You’ll be able to pull from a broader pool of know-how and experiences and make more meaningful connections, ultimately leading to new types of solutions.In addition, individuals may discredit information that does not support their views. The self-serving bias: The tendency to claim more responsibility for successes than failures.It may also manifest itself as a tendency for people to evaluate ambiguous information in a way beneficial to their interests. The belief bias: When one’s evaluation of the logical strength of an argument is biased by their belief in the truth or falsity of the conclusion. Framing: Using a too-narrow approach and description of the situation or issue. Simply being aware of and acknowledging the fact that our creative problem skills are limited by the way we think and process information is the first step to breaking some of those patterns. The way we look at a problem is limited by the way we frame it, which in turn is influenced by our past experience, our beliefs and our mental processes.
You’ll find this improves not only your ability to be creative but also your relationship! Promote diversity of point of views- avoid groupthink.Creative Problem Solving (CPS) is a key idea generation technique.Currently, though better service quality is important, it is not enough on its own.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.This is where case studies come in handy as a short cut to “experience” (Positioning-Roulette for example is based on over 1200 case studies of effective marketing problem solving from around the world, across many different categories and spanning a time period of 125 years).Knowing how a beer brand solved a trial generation problem in Australia might trigger an innovative solution on how to generate trial for a brand of mouth wash in the US.We all have the potential to be creative, but what most people do not realize however is that our ability to solve problems creatively, whether applied to product development, business models, brand strategy, positioning platforms or creative executions, is significantly limited by a series of natural mental biases.The way we think and the mental patterns we use to select, process and analyze information can act as barriers and hold back our creative potential. The confirmation bias: The tendency to search for or interpret information in a way that confirms one’s preconceptions.Available on Amazon (5 stars reviews) , is designed to help you mine, uncover and identify business, brand and communication insights.This deck includes 49 proven successful exercises (one per card) to help you do so.