This document discusses how to think outside of assumptions to develop new marketing opportunities. It encourages asking "what if" questions to challenge basic assumptions about businesses and industries. Examples are provided of companies like Disney, Apple, and others reframing their businesses in new ways. The document suggests describing a business without using its key words to shift perceptions and find new opportunities.

1. SHIFT
HAPPENS
Shifting Perceptions to see and
create new marketing opportunities
@RealStuLloyd
#gohotheads

2. Thinking Outside Yourself
What If ? Questions
Strategic Aperture

3. Disney: What would Tinkerbell
do?
What would we do if Alibaba
took us over?
Apple: What would we do if
money was no object?
What would we do if we were a
new startup company?
Thinking Outside
Yourself:

4. Thinking Outside Yourself
What If ? Questions
Strategic Aperture

5. KILLER
QUESTIONS
CANVAS

6.
CHALLENGING ASSUMPTIONS
Ques4oning the Default
Make a list of most basic Assump4ons
“A Car Must Have Wheels”
“A Bank must have Branches”
“A Drug must have Ac9ve Ingredients”

7. WHAT%IF?

9. Pete Docter
8 Oscar nominations Stu Lloyd
0 nominations ever

10. “What if our toys around us were actually
sentient and can come alive?”

11. “What if a rat wanted
to cook haute cuisine?”

12. “What if a video rental business
were run like a health club?”

13. HACKYOUR ASSUMPTIONS
INTO WHAT IF QUESTIONS.
S-t-r-e-t-c-h
>SQUEEZE<
Reverse

14. Thinking Outside Yourself
What If ? Questions
Strategic Aperture

15. “We’re not in the hamburger
business. We’re in show business.”

16. “On the factory floor it’s
cosmetics. In the shops it’s hope!”
Charles Revson, founder

17. W””We are a data company,
not a life insurance company.”

18. Describe your business
without using its key words.
ie, We are not in the champagne business,
we are in the
“celebrating life’s milestones”
business.

19. SHIFT
HAPPENS
Shifting Perceptions to see and
create new marketing opportunities
@RealStuLloyd
#gohotheads