Solve Problems in an Unusual Way

I will not buy this record. It is scratched.

Think about the opposite of what you’re trying to achieve.

Instead of asking how to solve a problem, ask how someone might cause the problem or make it worse... then try to solve that "reverse" problem.

If you’re trying to figure out how to make it easier for customers to return unwanted items, ask how you could make returns more difficult. Walk through the process from the customer’s perspective. You might add a lengthy form to the process, limit the times you accept returns, require original packaging, or add a restocking fee. This reveals pain points: pointless paperwork, inconvenient hours, unrealistic rules, and unreasonable charges.

Now we have a list of ways to ease a customer's experience, which is what we were looking for in the first place.

Navigating the here and now requires creative thinking. Following someone through the worst case scenario often is more productive than brainstorming.