Non-trivial techniques for finding business ideas. Part 2, “Do the opposite”

In the first part of the article, I promised to show the application of the tenth trick of Heinrich Altshuller's “Do the opposite” (ANTI). Admission is formulated as follows: "Instead of an action dictated by the conditions to carry out the opposite effect" .Pristupim!

Reception "On the contrary" for business ideas

Necessary explanation. Do not try ANTI - “Connect” familiar things. If you still manage to do this, then you are a genius, and you need the fifth leg as a dancer. We do as Altshuller advises. We turn over the conditions of the problem:

	ANTI - MARKETING TOOL (IT)
ANTI - MARKET (NEED)	Reception "Connect"

Learning to "do the opposite"

MARKETING TOOL	MARKETING TOOL "NABOROT"
Make a paid product free or very cheap	Raise the price so that the product becomes available "only to respectable customers"
Simplify the production process	Make production piece, manual
Remove some features to simplify and improve the product.	Add redundant features to increase product costs
Focus on selected market segment	Make the product universal, in demand by everyone.
Apply on demand economy	Subscribe to a subscription service with regular (monthly) payments.
Go from product to service	Convert the service into material form (boxed, card sale).

It's that simple, huh? Because the examples are childish. Only for 2 tools ANTI - tools are obvious without special preparation.

TOOL IT	ANTI - IT TOOL
Add software control level (aggregator, mashup)	Invert the trigger from the effect to the cause. The first example. Initial trigger: when new products appear, send a notification to the buyer. ANTI - trigger: when a particular buyer appears interested in buying, notify a particular store about it. It will be able to implement Yandex.Market as a retailer. An example of the second. Initial trigger: notify the buyer that he forgot about the basket in the online store. ANTI - trigger: offer the user a calendar - a reminder that offers him ready-made kits for scheduled events.
Move offline behavior online	Move online behavior offline. For example, we provide anonymity. At the entrance to the sex shop we give out masks to customers.

Therefore, let's move from the row of tools to the column of market niches (needs). We take a cell, at the level of common sense we understand what the needs of customers are being met. Or what is the main advantage inherent in this way of satisfying needs.

Let's start with the games. They are attractive with free access. In harsh reality, input is a penny, output is a ruble. Throwing a hateful job, you sit without money. Breaking a difficult relationship, you suffer from loneliness. And you can quit the game at any time!

Now we state the opposite property. What is the name of the situation, out of which it is very difficult? TRAP. We enter it in the tablet, and at the intersections with marketing tools we get ideas.

Create a trap with marketing and IT tools

Example 1:

	MOVE OFFLINE BEHAVIOR ONLINE
CREATE A TRAP	In the supermarket, access is only through the cash register. And there the cashier looks reproachfully. Let's do it online! Wherever a visitor to an online store comes from, he can only exit through the basket. Dumb way - redirection, smart - cleverly composed navigation. And there we ask plaintively to buy, otherwise they say we are starving.

Example 2:

	CREATE SUBSCRIPTION
CREATE A TRAP	Let's tell the tales of Scheherazade, publish stories with sequels. The lion's share of classical literature was written as feuilleton novels and monetized by journal publications. Dumas, for example, Dickens, Dostoevsky. Ilf and Petrov.

Example 3:

	CREATE A PREMIUM BRAND
CREATE A TRAP	The premium trap works if you provide the victim with social evidence. Let's create them for budding businessmen and conceited consumers. Like in the movie "Remember Everything." In the original, from Philip Dick, the hero receives an engraved spoon, an alien coin and a blaster. And memories of Mars are a nice bonus.

The paradox of premium: I remember - but they don’t remember

Example 4:

	CREATE A NEW CONSUMPTION OR CREATIVE FORMAT
CREATE A TRAP	So that the trap does not want to leave, it is necessary to portray it as a privilege. Give your customers the opportunity to play hazing. For example, provide big discounts on a regular customer’s code directly in the product card. Let the rest envy!

Example 5:

	SIMPLIFY THE PRODUCTION PROCESS (CREATION)
CREATE A TRAP	Relieve daily problems and there will be no end to those trapped in the trap. Tilda is good for everyone, but is limited by the layout. Add to it the designer of commercial offers and all sales are your managers.

Example 6:

	USE ARTIFICIAL INTELLIGENCE
CREATE A TRAP	Embed bot products with high emotional intelligence (EI). Let them console, entertain, extinguish aggression and win sympathy. Soul Machines Nadia Bot is already encouraging people with disabilities in New Zealand.

Example 7:

	FOCUS ON THE SELECTED MARKET SEGMENT
CREATE A TRAP	Where does the wealth of Cosa Nostra come from? The mafia monopolized the disposal of garbage. And you do the same. Serve those whom the rest have written off in m # daki. Scandalists, tantrums, swear words. Look for m # dacs on Avito and Vkontakte, they like to hang out there.

Re-educate bad habits through marketing and IT

Let's develop a topic on the column “children” of the Stromberg matrix. The main function of the niche is education. Education "on the contrary" turns into re-education. Ridding a person of harmful or antisocial habits, actions, views.

See, huh? We immediately had 2 mass needs: the re-education of the habit of overeating and the re-education of smokers. And good customers: the state and corporations, saddened by the decline in labor productivity.


How to get rid of overeating? Now we find out!

Example 1:

	MOVE OFFLINE BEHAVIOR ONLINE
RETRIEVING ADDICTIVE OVERSIZE	We transfer the “one palm” rule to online. Let's make a mobile application with a length meter, there are a lot of similar ones . First, photograph your palm, then use her photo as a procrusteus pattern for measuring portions. I’ve gotten in - we’re eating, and we’re sharing the results in the social network.

Example 2:

	CREATE A NEW CONSUMPTION OR CREATIVE FORMAT
RETRIEVING ADDICTIVE OVERSIZE	We are writing VR / AR applications for fitness and training. Reddit's leppermessiah1 dropped 6.5 pounds in a month by simply chopping on swords in a Sword Master virtual reality game. We connect the “explosion” method of Makarenko: let the monsters and rivals troll the player with fat and cattle.

Example 3:

	APPLY THE “REQUIRED ECONOMY”
RETRIEVING ADDICTIVE OVERSIZE	We make an urgent service for losing weight. For example, a call of a psychologist, massage therapist, nutritionist. Something is already on Youdo.

And now let's get into smokers. It is objectively more difficult for them than people with the habit of overeating. It features losing weight diets, fitness, tons of books and films, popular sympathy. And smokers are intimidated by black lungs, harassed by laws and stuffed with substitution therapy. Where is the logic? If there is an addiction, there should be a service sector for addicts. Let's fix the situation.


Let's save the Smoker together!

Example 1:

MOVE OFFLINE BEHAVIOR ONLINE

RETURN SMOKERS

How do you want to quit? We use the "image of the enemy." Let's make the constructor "What steals my enemy smoking." Simple, intuitive, with beautiful and scary illustrations. And let him regularly remind by mail and in a chat room that today he took away his personal enemy in proportion to the number of cigarettes. Money is tight? All spent on cigarettes. Problems with the girls? The smell of tobacco scares them away. Sick of all? These are black glasses of nicotine poisoning.

Example 2:

	SIMPLIFY THE PRODUCTION PROCESS (CREATION)
RETURN SMOKERS	You can’t just take and throw a habit out of life. An unsatisfied void remains in its place. Fill it out! Offer quitters a choice of hobbies and hobbies. At least in library format. Everything is more fun than the 100500th time to repeat about harm to health.

Example 3:

	APPLY THE “REQUIRED ECONOMY”
RETURN SMOKERS	What field specialists can help a smoker? Game therapists (event), detoxifiers with a dropper, narcologists. Where are all these people? Why is it possible to call a brigade to get out of hard drinking, but not to clean nicotine?

Conclusion: where to look for treasures?

We made sure that the method is working. For dessert, 3 cards of "fishing places".

A) The tool “to simplify the production (creation) process” in the interpretation: “to simplify the production (creation) process by selling educational materials” . Solutions only at the intersections with anti-needs (needs have already been staked out). A complete guru is complete, but ANTI is not a guru yet.

B) ANTI - the tool “add a level of program control” in the interpretation of “invert the trigger from the effect to the cause” . Flip business processes, IFTT applets, Zapier Daggers, Huginn events. Solutions at the intersections with needs and anti-needs.

C) ANTI - the niche "shopping" in the interpretation of "buying." Specifically, “the purchase of skilled working time”. Solutions first at the intersections with "A" and "B", then with all other marketing and IT tools.

Good hunting!

Sources:

“Matrix with ideas for startups”
“Typical techniques for resolving contradictions”
“Modern methods of creativity / creativity”