18. reframe the problem

Just imagine a circus performance with no live animals?

Cirque du Soleil did. “We didn’t reinvent the circus,” said co-founder Guy Laliberte, “we repackaged it in a much more modern way.”

By taking a different perspective they tapped into a plethora of fresh ideas that have made their show a global sensation.

Think about a project you’re working on, and put yourself in the shoes of your user or customer.

  • What is missing for them?
  • How could you deliver this in a fresh and novel way?
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