Team project for Venture Lab's "A Crash Course on Creativity", May 2013

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….
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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?
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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 ….
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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 …
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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!
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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!
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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!
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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
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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
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