How-to: In contrast to the ‘What would Amazon do?’ activity, it is now time to switch to the opposite viewpoint. If a start-up was the enter the market, with very little funding and resources, what would they do to make it work and add value to the customer? Write any ideas and solutions which can be implemented though a bootstrapping approach here.
Purpose: This exercise again forces you to overcome cognitive fixedness and think beyond the way in which your current business operates. By noting down ideas from a start-up approach, in addition to the approach by Amazon, you are able to consider ideas from two extremes which will act as stimulus. Remember, this stage is all about designing innovative solutions and ideas.