Gum – the challenge
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The team brainstormed potential new uses for gum but found that most good ideas had already been done. They then discussed how annoying gum chewing can be and decided to explore potential benefits of this "repulsion factor." They came up with the idea of marketing "Deterrent of Social Intrusions (DSI) Gum" to use obnoxious gum chewing as a way to make unwanted people leave you alone, such as getting rid of a boring blind date or having a park bench to yourself. By focusing on the negative aspect of gum chewing, they found a new opportunity for gum's use.
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Gum – the challenge
- 1. Gum – The Challenge Reframing the question Team Gx2 Susan Lieberman Mannie Zeller Image downloaded May 10, 2013 from Wikipedia at http://en.wikipedia.org/wiki/File:Bubble_gum_at_the_H aribo_factory.jpg Created for Venture Lab’s “A Crash Course on Creativity”, May 2013
- 2. Group Brainstorming Hmmm – what could we do with gum? Gum wrappers in clothing – already done Gum as medical delivery system – already done Gum as putty-like repair tool – already done … Already done!!!!! It seems that everything GOOD about gum has already been done BUT…. 2
- 3. ugh If we really think about it, we can’t stand watching people chew gum! It’s gross! WAIT: Let’s look at this again What if we consider the benefits of the “repulsion factor” Like, what if we look at what we hate about gum … and see if it has value? 3
- 4. Getting to The Idea Do you mean, like using gum for time management! When I want to control my time and people are bugging me, I’ll just start chewing gum in an obnoxious way? Then the annoying people will leave and I can get back to doing what I want Hey, how about …. 4
- 5. Gum as Deterrent of Social Intrusions (DSI)! We will market DSI gum as a tool to get rid of unwanted social annoyances such as … 5
- 6. Office boor removal Trying to get important work done when Boris, the guy in a neighbouring cubicle barges in No problem: you pull out DSI chewing gum Boris will leave right away! 6
- 7. Horrible Blind Date You have a date with a person you met on the internet She shows up and is PATHETIC in every way No problem: you pull out your DSI chewing gum And she leaves really fast! 7
- 8. Park Bench You really want to sit on that park bench alone but someone is already there No problem: you pull out your DSI chewing gum And the bench is all yours! 8
- 9. So, let’s market DSI Gum Instead of focusing on the “good” of gum, we flipped the question and thought about what was “bad” about gum Then we tried to find value in the “bad” Happy chewing! Image downloaded May 10, 2013 from Wikipedia at http://en.wikipedia.org/wiki/File:Bubblegum.jpg 9
- 10. Sources of Images Images in this presentation not already cited are from the following subscribed (s) or royalty- free (r) sources Microsoft Office clips (s) www.iStock.com (s) www.Animation.com (s) Wikipedia Commons 10