Page 108 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

is different On thtielent parts Of the body Hie 'stilt was
Silkience, a sliami,00 that adapts itself to the different needs
of different kinds of hair. Within one year, Silkience was one
of the top ten shampoos in total sales.'"

A major paper company found new uses for pulp and other
tree parts and significantly raised profits when top manag-
ers role played the part of a tree going through the paper
production process. In another instance, scientists working
to develop a reflective window glass saw themselves as the
molecules of the glass. They then asked themselves, "What
has to happen to us to make us reflective?" On the basis of
their answers, they developed the reflective glass used in
many buildings today. In a third example, state officials in .
Ohio who wanted to write a comprehensive computer pro-
gram to keep track of automobiles saw themselves as a car
and asked, "What can happen to me?"

Envision yourself as the object or other problem that you are
concerned about. See how your creativity is affected. Can
you put yourself into your problem.? Can you be your prob-
lem? What suggestions for solutions result?

SUMMARY OF STEPS

1. Become personally involved in the problem, perhaps through
role playing or visualization.

2. Ask yourself what insights or potential solutions this involve-
ment yields.

52/26. PICTURE STIMULATION 101
CREATIVE
The picture stimulation technique aims to provide ideas be- PROBLEM
yond those that might be obtained through brainstorming.' SOLVING
Picture stimulation is reminiscent of the excursion technique TECHNIQUES
(see Chapter 5), except that the participants look at pictures
instead of visualizing an excursion. Participants should not 93
discuss what should or shouldn't be shown in the pictures.
Discussion of the ideas suggested should not take place un-
til the creative session is finished. Basic brainstorming rules
should be followed.