3. The inversion technique: how does it work?

3.1 The principle

You're just going off on the wrong tangent!

You brainstorm ideas about the opposite of what you want to achieve, and then reverse them.

For example, if your topic is "How to attract customers", you'll look first for ideas on the reverse topic: "How to repel customers". You'll find ideas such as: "An unpleasant, impersonal welcome", or "Denigrating customers"... Then, by inverting them, you'll get, for example: "A personalized, pleasant welcome", or "Valuing customers with all kinds of attention"...

This technique frees up your imagination in a playful way that's highly conducive to generating original ideas that you probably wouldn't have come up with using a direct approach.