69 Find Concepts for Creativity…

YES! AND… Creative Gorilla #69  By altering the concept, you can generate new ideas…  ”There is nothing worse than a sharp image of a fuzzy concept.” Ansel Adams, photographer Have you some concepts you might challenge? If you have ever travelled by train, you will likely empathise with my thoughts as I sat on a Metropolitan Line tube train in to London, one which appeared to be auditioning for a bit part in the World’s Slowest Railway Journeys and watched as a fast train sped past mine. “I’ve paid only a few pence less than them,” thinks Grumpy Old Man, “they leave from a more distant station and get in earlier…that’s not fair!” That led me to think about how Transport for London charge for Tube travel, which is based on the concepts of distance and the time of day you travel. I pondered over alternatives to these concepts, e.g. cost per “kilometre minute” but it was all a bit fuzzy and the slow motion of the train led me to doze. Cut to a Flexible Thinking course I was running recently, a few weeks after my train journey. The group used “Super Heroes”, where people adopt the viewpoint of a Superhero to generate ideas, as a technique.  Andrey, a participant, decided to use “Dash”, the speedy little kid from “The Incredibles” as his Super Hero. His idea was that you could use an electronic chip to measure the speed Dash travelled between two points. That was the “Eureka” moment for me and my fuzzy pricing concept. With 3 million London commuters using Oyster Cards (these use contactless chips,...