There are no warning signs in front of mental dead ends. That’s why we all get into them. Then you want to shake your head and exclaim, “Brrrr, I don’t understand!
Sound familiar? Yeah.
Give up? Absolutely not.
When common sense fails, we get out of the rut of habitual thinking. And we discover ways to invent new things.
The book “BRRR-R-R!!!” is an applied guide to generating ideas from Ivan Dyachenko, an entrepreneur and partner of the IKRA School of Creative Thinking. Inside – 42 ways to overcome a deadlock in an unexpected way. And the number of combinations you can count yourself, because we have such a problem with the calculator broke:)
Chairs in the morning, money in the evening
First you buy, then you use. Right? Of course not. Half of modern marketing is built on trial – trial before purchase. The process is run in reverse order.
For example, crowdfunding: people pay for a product first, and then it’s produced. Amazon practices a “fire first and then promote later” approach: offer an employee a large payment in exchange for quitting. If he decides to stay, he deserves a promotion. And in the Netherlands they first dry the grass with hot steam, then they mow it.
Inside are not only creative thinking techniques, but also diagrams, examples, illustrations, and a cool layout. “Awesome book,” we wanted to write. Oh, I think that’s what we wrote.
Try putting the events in reverse order. Either all at once (was 1-2-3-4, became 4-3-2-1), or any two (was 1-2-3-4, became 2-1-3-4). Examine the resulting “strange” processes. Are they any good?
Be like Emelya
Perfectionism and maximalism are often too expensive. What happens if you do nothing? In engineering, if you can get a result without a screw, do it without a screw. What “screws” can be removed in your case?
The Emelya who lay on the stove is an expert in minimizing effort. Be like the Emelya: if you can do something without doing it (without significant loss), don’t do it.
Don’t fight a problem that overpowers you. Find a point, making an effort to which you will simply shift the situation a little. Watch it unfold. As the system searches for a new equilibrium, the problem may disappear or cease to be so serious.
Bash (not) on bash
A person gets fired, the deadline for replacing equipment comes up, a product is withdrawn from sale. What to do? Try not just swapping bash for bash, but bash for bash with displaced characteristics. This will give momentum to the change as a whole.
Example. Take an obsolete small car out of sales, but the segment itself is still needed. Take the time to offer the same small car, only more modern. How about an ultra-small car? A hybrid small car? A four-wheel drive? A three-door? For the elderly? A youthful car? An extreme car?
By combining heterogeneous (from slightly different to directly conflicting) features or functions in a new element, you dramatically expand the maneuverability of the system.
The concept of a “focused factory
”
How do you organize a breakthrough? Instead of “spreading” resources around, focus on one strategically important area. This will not only help it grow, but also mobilize the entire system. The other, underfunded parts will actively seek resources and adopt experience. A “movement” will begin.
What if we were to allocate unlimited funding to an important area? Or extraordinary management attention? Do we subordinate the rest of the business to it? Attract outside connections? Give it unlimited time to work?
Give the most useful parts of the system dramatically more resources, and the whole system will change.
Everything is solvable
The book describes techniques that will help you cope even with seemingly intractable problems. Hundreds of tips and examples from business, engineering, culture, social projects, history, and education will help you better understand your problem, look at it from the outside, and find the most effective way to solve it.
Look beyond the horizon of common sense and find a saving idea.
From the book “BRRR-R-R!!!-effect.”
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