Table of Contents, How To Innovate and Win Business Resources Page Previous Section, How To Innovate and Win Business Next Section, How To Innovate and Win Business

Westside Toastmasters is located in Los Angeles and Santa Monica, California

Exercise

Creating Context

Make a list of the brand-name products you use everyday-deodorant, shampoo, cereal, peanut butter, candy, what have you. With each product, write down a short description of how you use it.

Next, draw a chart like the one here, with at least four concentric squares. Choose one of the products from your list and write its best quality in the center square.

Click To expand

Here's the fun part: In the next larger box, write what's happening that's relevant when you use the product. Then, in the next larger box, widen the aperture a bit and write down more of the context. Keep doing this until you get to the big picture.

Finally, compare this complex chart with just the 'how' part. See the difference? One narrows the inquiry, and the other provides any number of options for creative marketing. One is convergent, and the other is divergent. One is logic; the other is energy.


Table of Contents, How To Innovate and Win Business Resources Page Previous Section, How To Innovate and Win Business Next Section, How To Innovate and Win Business