Group Technique –
10-20 minutes
Useful for product development, but does not generate much that can be
used in other areas.
All that is needed is to agree on the organisation’s most successful
product or service, and to throw mud at it. In other words, to generate
areas in which this star product is actually useless. Having slung mud
at this product, you then have available to you a whole list of areas of
development that would make the product better. All you need to do is to
rephrase them as `how to' statements.
You may find that with many of the criticisms generated, you are not
actually talking about enhancements to the existing product that was
your starting point, but that an entirely new product would be needed to
address the requirement. This is a good thing in that it broadens your
areas of questioning.
This is a fun and high-energy exercise. It is extremely good at
generating new areas of investigation when developing a product. It is
pretty useless at tackling other sorts of problems. The problem you are
most likely to face in using this technique is volume. You will generate
a huge number of alternative questions and approaches, and you will need
to line up a selection process of some sort to whittle these down.
Remember that product and service can be very broad terms. If you don't
produce anything physical, or if you are an internal service department
within an organization, then you will be able to adapt the definitions
to suit you. If you really can't think of anything you produce or any
service you provide, then you should be thinking of whether you really
have a role to fulfil or not.
Creativity
requires spending time "doing nothing" - workaholism guarantees its
death
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