I want to propose in this space a simple creativity technique that could be used in organizations in need of ideas that refresh their repertoire of actions or initiatives.
Let's consider an organization that wants to make changes to its product portfolio or, at least, introduce variations on existing ones. To do this, let's divide this proposal into three.
1. Stretch, slim, dilate:
Imagine your product as a piece of flexible dough, such as clay, modeling clay, or chewing gum. The main characteristic of these elements is, precisely, their elasticity or plasticity. We can lengthen or extend this mass, within certain limits. So now think about how to get your product to more people. This means that perhaps the product can be given another format or dimensions that make it accessible to a more general or broader segment of the market, that is, to the consuming public. This brings, in parallel, the possibility of a presentation with a more comfortable sale price. Likewise, this approach contains the possibility of exploiting those channels that have not been used to date. Also identify which characteristic is valued by a wide sector of the public,which may be found in your product and can be communicated more emphatically.
2. Cut, divide, segment:
Now do the reverse with this imaginary mass. Cut it into several small pieces or fragments. Translated into the real world, this means that you have to think about how to reach that segment or those segments that until now have not been reached or among which have been marginally successful. Devise, after a market study, the characteristics that would make your product attractive to such sectors. Perhaps this means investing to give the new version special features but highly valued by its potential recipients.
3. Surround, circle, hug:
Now visualize your mass as a slim, long shape, like a snake. With it you can form a circular and closed shape or a spiral. Specifically, this should lead you to exhaust all options to approach your target segments, such as specific stores or other promotional channels, such as sales by phone or mass email.
In conclusion, metaphors are an interesting and powerful creative resource. The key is to use them conveniently for the benefit of the organization.
