Page 86 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

Do any of , tiggest new imiterml., II,( ()I

example, could tu1 , I ,er he stamped differently, colored WI

ferently? Could different fibers be used? Could strings he

all plastic, not cloth, or made of something besides cloth or

plastic? Could leather be made from something besides cow-

hide? Could the leather be a different color? Could polish

he made from something other than chemicals? Looking at

these words may trigger new thoughts.

34/8. CIRCLE OF OPPORTUNITY

This process consists of randomly selecting problem at-
tributes and combining them to create a topic for a brain-
storming session. 12 This process can be
time-consuming but very rewarding in
terms of ideas generated. The tech-
nique is somewhat similar to the
attribute-listing and attribute associa-
tion processes discussed previously,
although it was developed indepen-
dently. It also contains ingredients
of other techniques, such as some of
the forcing techniques. The sample 0
to the right shows the attributes for a
trade book. Such a circle was used in
developing this book.

SUMMARY OF STEPS

1. Define the problem—for example, developing a new product or
refining an old one.

2. Draw a circle and number it like a clock from 1 to 12.
3. Select any twelve attributes of the problem (e.g., of the product

or service) and list these in positions 1 to 12 on the "clockface."
4. Throw a die or dice to determine the number of the first attribute

to be worked on.
5. Individually or in a group, brainstorm, free associate, and/or

mind map whatever thoughts about that attribute occur to you.
6. Continue rolling the dice until you have used all twelve num-

bers and worked on all of the attributes.
7. Make combinations of attributes, either by arbitrarily choosing

combinations or by rolling the dice. Now brainstorm, free asso-
ciate, and mind map those combinations.

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