Creativity: Lobotomize your rational mind

At the In-House Agency Forum Spring 2007 conference today.  On the tail end of Tom Monahan’s opening was this way to come up with some great ideas.  Say you’re a designer or product developer.  Tom’s example – let’s say you do stoves.  For cooking.

– First, think of all the ways it could be designed impossibly wrong.  Get crazy.  No door?  No off switch?

– Then, build off of those and think about how to make the stove better.  Fix what you just created.

– Now:  would you have thought of those new ideas if you hadn’t first thought about how to make it bad?

That’s a way to start a 180 degree shift in thinking – first forget about what you know.