EMBA的小眼睛

Exhaustive lists as a reliable tool for unstucking yourself

When in doubt, or when it's just not good enough, make an exhaustive list.

Every complaint someone might have about a particular product
Every media outlet that might be interested in your story
Every time you've ever been rejected and what it has cost you
Every successful product in this category that you've ever used, and why
Every person you know who might help you reach the person who can help
Every reason your current project might not work
Every person you've ever met who would be perfect for this job
Every person who deserves a thank you note
Every animal that might be part of a name for this product
Every reason you can think of to use what you've made
Every successful restaurant within three blocks
The challenge of every is that it's exhausting. You have to go to the edges, and that act, the act of going beyond the obvious, is where innovation lies.

[And for a marketing-focused jolt, check out Bernadette Jiwa's new book.]