5. Thinking out of the box
What’s “the box” made of?
Laws and rules
Nature laws
Conventions
Assumptions
6. Thinking out of the box
What’s inside “the box”?
Habits
Experiences (both good and bad)
Patterns that usually lead to success
Fear of the unknown
7. Your turn to think outside the box
10 Glasses of water in a row, the first 5 are filled with
water, the last 5 are empty.
How would you make them alternate between filled
and empty by moving just 2 glasses?
You have to use the same number 3 times, together
they must add up to 12, but you can’t use the number
4. What number can you use?
14. Speaking about assumptions…
IX
They are roman numerals
It has to be one number
I see 3 straight lines, so my line should be straight as
well
IX6SIX
They are numbers not letters
16. The three phases
Start phase
Diverging phase
Converging phase
Practice case:
Queues at Albert Heijn are usually quite long, where
people have to wait for 5-10 minutes, 80% experienced
this as too long. People also thought they spent more
time in line than they actually were.
18. Start phase
Start exercises to boost creative thinking
Briefing of the problem
Reformulating the problem
A single sentence!
What is the core or cores of the problem?
Keep it concrete.
Include the problem owner.
19. Diverging phase
In this phase you start generating ideas
Initial purge of ideas
Creative techniques
Assumptions
Analogies
Superhero
Flukes
Free incubation
20. Converging phase
In the converging phase you’ll narrow down your ideas
to a few concepts, which will be enriched later.
COCD box
Shape, Judge, Enrich circle
Short description of the final idea(s)
23. Case 1 - Toothbrushes
Create a new concept for a toothbrush
We’re busy with it every morning and evening, brushing
your teeth is one of the rituals at the start and end of a day.
Take your toothbrush, put water in a glass, open the tube of
toothpaste and put it on the toothbrush, after which you
brush your teeth.
This can also be done otherwise, right? Brushing is always
the same, and the toothbrushes all look the same.
Can you come up with a new kind of toothbrush, and along
with that, new ways to brush your teeth? This can be done.
24. Case 2 – Social media in trucks
Create a new use for the CB radio in the trucks
International truck drivers are away from home a lot, and
still want to keep in contact with their family and
friends, as well as fellow truck drivers, as these often have
similar interests.
The CB radio as it is today is used by truckers to, amongst
other things, chat and warn each other about traffic jams or
speed traps.
Can you come up with a way a truck driver can use the CB
radio (or its interface) to stay in contact with their
friends, family and co-workers?
