Transcripts

Joel Saltzman, author of the book, Shake That Brain! Says the key to creative thinking is to question your assumptions.

When you question your assumptions suddenly you discover, some of those things aren't true at all- we could do things differently. Let me give you a very simple example: if you were to create a system for boarding airplanes, you'd say, " Well, the system they have currently makes a lot of sense." You board from the back, then the middle, then the front of the plane-that's a fair assumption.

But when you question that assumption, you find…

…that there are other ways that actually make a lot more sense. When you board a plane starting everyone who has a window seat, then everyone who has a middle seat, then everyone who has an aisle seat- the plane boards faster. Why is that important? You have the ability to turn your planes around faster generating more revenue.

Another example if you were going to make and sell a combination lock you'd assume the best way is to use numbers on the combination dial.

Yet a gentlemen just created a new combination lock with letters so now instead of remembering numbers or birth dates you can remember your name or your pet's name. It totally separates itself from every other combination lock on the market- gets more people to buy it.

Tomorrow more ideas for creative thinking- I'm Mike Carruthers and That's Something You Should Know.