Page 96 - The Business Idea Factory: A World-Class System for Creating Successful Business Ideas

Transformer

A Tr ansfo r mer technique is ver y simple but will allo w yo u to cr eate ver y successful businesses by
challenging the status quo.

List rules and parameters of the business and then challenge them. Changing the rules may create an
idea for a new successful business or a way to transform an existing one. Let’s review how the
Transformer technique can be applied in 3 examples below.

In a zoo animals live in cages and a zoo is open during the daytime. Let’s challenge these rules.
“Animals move freely around the zoo and it is open during nighttime.” The Singapore zoo
implemented this idea in a very popular attraction called Night Safari. Visitors travel in a tram across
7 geographical zones and observe nocturnal animals in their natural habitat.
http://www.nightsafari.com.sg

A traditional circus features separate performances of acrobats, animals and clowns without a
common theme. Guy Laliberte challenged this assumption and said, “I will create a circus show with a
common theme and with only acrobats.” He created Cirque du Soleil which is a billion-dollar
business and is extremely popular around the world. http://www.cirquedusoleil.com

Bands play music on real instruments such as a guitar, a piano or a violin. The band plays music and
the audience listens. Recycled Percussion band challenged these assumptions. In addition to traditional
instruments, the group uses buckets and recycled materials. Each audience member receives an
instrument with a drumstick and actively participates in the performance. After watching Recycled
Percussion in Las Vegas, my dad said it was the best show he has ever seen.
http://www.recycledpercussionband.com

Just because thing s have always been do ne in a cer tain way in business do esn’t mean they can’t be
done better or differently. Get in a habit of listing characteristics of a business or a process and
thinking about how to challenge them. Using the Transformer technique, you will be able to
transform your existing business or find an idea for a new successful business. The best idea creators
constantly challenge status quo, assumptions, rules and beliefs. Always ask, “How can I break this
rule? What if I challenge this belief?”