Page 115 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

Below

13eneath

Beside

Beyond

During

Except

Into

Past

Since

Toward

Throughout

Upon

Within

Without

56/30. REVERSAL-DEREVERSAL

The reversal-dereversal technique can provide insights into
new solutions for a problem." State the problem, using an
action verb. Then take the antonym of that verb and solve
the new problem created in this way. The solutions to that
problem may give you ideas about solving the original prob-
lem. For example, "to improve the product" would
reversal-dereversal as "to worsen" the product. If the prod-
uct was a stereo, you could cut out the sound; make the speak-
ers smaller; make it have one medium only—record, cassette,
or CD; or you could reduce sound quality. The opposites of
these would normally help solve the original problem. But
also, making the speakers smaller could actually lead to a
better product if the sound quality could be maintained.
Maybe a new type of speaker is needed.