Creative Thinking Exercise – That’s Just the Way It Is by Woody Bendle

Innovation is tough, and even good ideas worth backing are exceptionally rare. To come up with a really cool idea, it is important to focus on solving consumer needs rather than simply chasing a cool idea. Woody Bendle's "That’s just the way it is" exercise challenges existing conventions to identify opportunities for innovation. By identifying things in your business or category that just are what they are, listing their reasons and determining what would happen if you did the exact opposite, you can flip the numbers from 80% failures to 80% successes.