Gum – The ChallengeReframing the question

Team Gx2 Susan Lieberman Mannie Zeller

Image downloaded May 10, 2013 from Wikipedia at http://en.wikipedia.org/wiki/File:Bubble_gum_at_the_Haribo_factory.jpg

Created for Venture Lab’s “A Crash Course on Creativity”, May 2013

2

Group Brainstorming Hmmm – what could we do with gum?

Gum wrappers in clothing – already done Gum as medical delivery system – already

done Gum as putty-like repair tool – already

done … Already done!!!!! It seems that everything GOOD about

gum has already been done

BUT….

3

ugh If we really think about it, we can’t

stand watching people chew gum! It’s gross!

WAIT: Let’s look at this again What if we consider the benefits of the

“repulsion factor” Like, what if we look at what we

hate about gum … and see if it has value?

4

Getting to The Idea Do you mean, like using

gum for time management! When I want to control my

time and people are bugging me, I’ll just start chewing gum in an obnoxious way?

Then the annoying people will leave and I can get back to doing what I want

Hey, how about ….

5

Gum as Deterrent of Social Intrusions (DSI)! We will market DSI

gum as a tool to get rid of unwanted social annoyances such as …

6

Office boor removal Trying to get important

work done when Boris, the guy in a neighbouring cubicle barges in

No problem: you pull out DSI chewing gum

Boris will leave right away!

7

Horrible Blind Date You have a date with a person

you met on the internet She shows up and is PATHETIC in

every way No problem: you pull out your

DSI chewing gum And she leaves really fast!

8

Park Bench

You really want to sit on that park bench alone but someone is already there

No problem: you pull out your DSI chewing gum

And the bench is all yours!

9

So, let’s market DSI Gum Instead of focusing on the

“good” of gum, we flipped the question and thought about what was “bad” about gum

Then we tried to find value in the “bad”

Happy chewing!

Image downloaded May 10, 2013 from Wikipedia at http://en.wikipedia.org/wiki/File:Bubblegum.jpg

10

Sources of Images Images in this presentation not

already cited are from the following subscribed (s) or royalty-free (r) sources

Microsoft Office clips (s) www.iStock.com (s) www.Animation.com (s) Wikipedia Commons