Are there any new ideas?

Posted July 14th, 2007 by Dr James Pratt

In my last blog I wrote about creating a fundamental checklist of success by using Napoleon Hill's book 'Think and Grow Rich' as a template.

A second type of checklist to construct and use is what I call a 'Practical Creativity Checklist.' There are a number of methods for rearranging the existing and old into the different and new that actually account for most innovations in the world. There may not be anything new under the sun.

For instance, in a future Successful Marketing Strategy, I'll talk about Walt Disney. Disney is often called the 'Inventor of the Theme Park', but he actually changed the amusement park.

Now here are some of the things that belong on this practical creativity list.

1. Can we plus the product, service or business?

"Plussing" is addition, adding to. A while ago a company rolled out a new product, peanut butter and jelly swirled together in the same jar. Depending on how you want to look at it, they "plussed" the peanut butter with jelly or vice versa. The product didn't do well, but it's a good example of the idea.

2. Can we minus the product, service or business?

A convertible is a car without a hardtop.

3. Can we do it with size?

The entire instant printing industry is a result of a size change. Once upon a time printing companies were large and relatively inaccessible and intimidating to the general public and the small entrepreneur. Print shops were located in cheap rent and industrial sections of town. They had no customer service people. The instant print shop, the small print shop, changed the industry dramatically by mixing modern, retailing methods with an old industrial service.

4. Can we change it through usage?

Railroad ties are decorative items for landscaping.

5. Can we change it with color?

A few years ago a hot product in the computer industry were monitors available in a variety of brightly colored plastic boxes, hot pink, purple, yellow and fire engine red.

6. Can we change its market?

The perfect example of this is again, the computer industry. All the original thinking behind this industry saw the computer as a business product, like the copy machine. But at some point the PC was born. The innovation here really wasn't a different product, it was a change in thinking about the market for the product.

7. Can we make a price change?

Installment purchasing was a price change innovation. The classic two for one sale was a price change marketing strategy. In the restaurant business the dinner for two is a price change marketing strategy.

8. Can we resurrect the old?

Remember that convertible automobiles were a dead issue in the industry until the Mazda MX5 brought them back to life.

Utilising this type of 'creative thinking" grouped on a checklist helps you look at a given product, service or business from many different perspectives.

Okay, now I've talked about two different checklists that every business person should construct. In fact, there's actually a third that I'll reveal to you in just a few days.

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