Nontrivial techniques for finding business ideas. Part 2, “Do the opposite”

In the first part of the article, I promised to show the use of Heinrich Altshuller’s tenth method “To do the opposite” (ANTI). The method is formulated as follows: “Instead of the action dictated by the conditions, carry out the opposite action.” Let's proceed!

Reception "On the contrary" for business ideas

Necessary explanation. Do not try ANTI - “Connect” the usual things. If you still manage to do this, then you are a genius, and you need the matrices as a fifth leg as a dancer. Let's do as Altshuller advises. Let's reverse the conditions of the problem:

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

Learning to "do the opposite"

MARKETING TOOL	MARKETING TOOL "vice versa"
Make a paid product free or very cheap	Increase the price so that the product becomes available to "only reputable customers"
Simplify the production process	Make the production of piece, manual
Remove some features to simplify and improve the product.	Add redundant features to increase product pricing
Focus on a select market segment	To make the product universal, demanded by all.
Apply "economy on demand"	Sign up for subscription service with regular (monthly) payments.
Go from product to service	Translate service in the material form (boxed, card sale).

It's that simple, right? Because the examples are children. Only for 2 ANTI instruments - the instruments are obvious without special training.

IT TOOL	ANTI - IT TOOL
Add software control level (aggregator, mashup)	Invert trigger from effect to cause. The first example. Original trigger: when new products appear, send an alert to the buyer. ANTI - trigger: when a particular buyer has an interest in buying, notify the specific store about it. Yandex.Market can fully realize this as a retailer. ') An example of the second. Original trigger: notify the buyer that he forgot about the basket in the online store. ANTI - trigger: to offer the user a calendar - a reminder, offering him ready-made kits for the planned events.
Transfer offline behavior to online	Move online behavior offline. For example, we provide anonymity. At the entrance to the sex shop we give customers a mask.

So let's move from the toolbar to the market niche (needs) column. We take a cell, at the level of common sense, we understand what kind of customer need is being satisfied. Or what is the main advantage of this way of meeting the needs.

Let's start with the games. They are attractive free exit. In the harsh reality of the entrance - a penny, the exit - the ruble. Throwing poslyuyu work, you sit without money. Breaking a difficult relationship, you suffer from loneliness. And the game can be thrown at any time!

Now we formulate the opposite property. What is the name of the situation, to get out of which 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:

	TRANSFER OFFLINE BEHAVIOR ONLINE
CREATE A TRAP	In the supermarket exit only through the cashier. And there the cashier looks reproachfully. Let's do it online! From wherever the visitor to the online store comes, he can only get out through the basket. Dumb way - redirection, smart - cleverly crafted navigation. And there we will plaintively ask to buy, otherwise they say that we are starving.

Example 2:

	CREATE SUBSCRIBE
CREATE A TRAP	Let's tell the stories of Scheherazade, publish stories with the sequels. The lion's share of classical literature was written as novels — feuilletons 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 the victim is provided with social proof. Let's create them for aspiring businessmen and vain consumers. As in the movie "Recall All". In the original, with Philip Dick, the hero gets a spoon with an engraving, an alien coin and a blaster. And memories of Mars are a nice bonus.

Paradox of premium: I remember - but they do not remember

Example 4:

	CREATE A NEW CONSUMPTION FORMAT OR CREATIVITY
CREATE A TRAP	To trap did not want to leave, it is necessary to portray its privilege. Give your customers the opportunity to play hazing. For example, provide large discounts on the code of a regular customer directly on the item card. Let the others envy!

Example 5:

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

Example 6:

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

Example 7:

	FOCUS ON THE FAVORITE MARKET SEGMENT
CREATE A TRAP	Where does the wealth of Cosa Nostra come from? Mafia monopolized the disposal of garbage. And you do the same. Service those whom the rest have written off in m # Dacians. Scandalists, tantrums, fighters. Look for m # Dacians on Avito and Vkontakte, they like to hang out there.

Rehabilitate bad habits by means of marketing and IT

Let's develop the 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. Freedom from harmful or antisocial habits, ways of acting, attitudes.

See, yes? 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 fall in labor productivity.


How to get rid of overeating? Now find out!

Example 1:

	TRANSFER OFFLINE BEHAVIOR ONLINE
RECOVER THE HANDY-TO-OWNED	We transfer to the online rule of "one palm". Let's make a mobile application with a length gauge like a lot . First we photograph our palm, then we use its photo as a scrolling pattern for measuring portions. Got - eat, and the results sharim in the social network.

Example 2:

	CREATE A NEW FORMAT OF CONSUMPTION OR CREATIVITY
RECOVER THE HANDY-TO-OWNED	We write VR / AR applications for fitness and training. Reddit's leppermessiah1 of 6.5 pounds per month , just chopped off swords in the game with virtual reality Sword Master. We connect Makarenko's method of “explosion” : let the monsters and opponents troll the player into a fat and slaughterhouse.

Example 3:

	APPLY "ECONOMY ON REQUEST"
RECOVER THE HANDY-TO-OWNED	We do the service of the urgent order of services for weight loss. For example, a call of the psychologist, the massage therapist, the nutritionist. Something is already on Youdo.

And now let's get smokers. They are objectively more difficult than people with the habit of overeating. At the service of losing weight diets, fintnes, tons of books and films, nationwide sympathy. And smokers are intimidated by black lungs, frightened by the laws and stuffed with replacement therapy. Where is the logic? If there is a dependency, there should be a service industry for addicts. Let's fix the situation.


Let's save Smoker together!

Example 1:

TRANSFER OFFLINE BEHAVIOR ONLINE

TO PRODUCE SMOKERS

How to wanna quit? Use the "image of the enemy." Let's make a designer that “What is stealing my enemy is smoking”. Simple, visual, with beautiful and scary illustrations. And let him regularly remind him by mail and in the chatika that today his personal enemy took away in proportion to the number of cigarettes. Money is tight? All spent on cigarettes. Problems with girls? The smell of tobacco scares them. Sick of all? These are black glasses of nicotine poisoning.

Example 2:

	SIMPLIFY THE PRODUCTION PROCESS (CREATING)
TO PRODUCE SMOKERS	You can’t just drop a habit out of life. In its place remains an unsatisfied emptiness. Fill it up! Offer quitters a choice of hobbies and hobbies. At least in the format of libraries. All more fun than in the 100,500th time to repeat about the harm to health.

Example 3:

	APPLY "ECONOMY ON REQUEST"
TO PRODUCE SMOKERS	What field specialists can help a smoker? Game therapists (event), detoxicators with drip, narcologists. Where are all these people? Why is it possible to call the brigade on the conclusion from the binge, but it is impossible to clean the nicotine?

Conclusion: where to find the treasure?

We are convinced that the method is working. For dessert, 3 cards "fish places".

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

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

C) ANTI - niche "shopping" in the interpretation of "buying." Specifically, "buying up qualified working time . " Decisions first at the intersections with "A" and "B", then with all the other marketing and IT tools.

Good hunting!

Sources:

"A matrix with ideas for startups"
"Typical methods of resolving contradictions"
"Modern methods of creativity / creativity"