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SHIFT
HAPPENS
Shifting Perceptions to see and
create new marketing opportunities
@RealStuLloyd
#gohotheads
Thinking Outside Yourself
What If ? Questions
Strategic Aperture
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:
Thinking Outside Yourself
What If ? Questions
Strategic Aperture
KILLER

QUESTIONS
CANVAS


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”
WHAT%IF?
Pete Docter
8 Oscar nominations Stu Lloyd
0 nominations ever
“What if our toys around us were actually
sentient and can come alive?”
“What if a rat wanted
to cook haute cuisine?”
“What if a video rental business
were run like a health club?”
HACKYOUR ASSUMPTIONS
INTO WHAT IF QUESTIONS.
S-t-r-e-t-c-h
>SQUEEZE<
Reverse
Thinking Outside Yourself
What If ? Questions
Strategic Aperture
“We’re not in the hamburger
business. We’re in show business.”
“On the factory floor it’s
cosmetics. In the shops it’s hope!”
Charles Revson, founder
W””We are a data company,
not a life insurance company.”
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.
SHIFT
HAPPENS
Shifting Perceptions to see and
create new marketing opportunities
@RealStuLloyd
#gohotheads

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Stu Lloyd's (Hotheads Innovation) presentation at Mumbrella360 Asia 2017