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I chose to pick up this example on reversing a challenge from the great book ThinkerToys, a bible for any persons looking for improving their creative abilities or any entrepreneurs looking for new opportunities. I really enjoy reading and exercising with this book written by Michael Michalko.

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To reverse a challenge:
1. State your challenge
2. List your assumptions
3. Challenge your fundamental assumptions
4. Reverse each assumptions. Write down the opposite of each one
5. Record differing viewpoints that might prove useful to you
6. Ask yourself how to accomplish each reversal. List as many useful points and ideas as you can

How to?

Suppose you want to start a new restaurant and are having difficulties coming up with new ideas. To initiate ideas, try the following reversals:

1. List all your assumptions about your subject

Example: A. Restaurants have menus, either written, verbal, or implied
                B. Restaurants charge money for food
                C. Restaurants serve food

2. Reverse each assumption. What is the opposite?

Example: A. Restaurants have no menus of any kind
                B. Restaurants give food away for free
                C. Restaurants serve food

3. Ask yourself how to accomplish each reversal. How can we start a restaurant that has no menu of any kind and still have a viable business?

Example:
A. A restaurant with no menu
Idea: The chief informs each customer what he bought that day at the meat, fish, and vegetable markets. He asks the customer to select items that he or she finds appealing and creates a dish with those items, specifically for that customer

B. A restaurant that gives away food
Idea: An outdoor café where customers pay for that time instead of food. Use a time stamp and charge by the minute. Select food items and beverages are free or sold at cost.

C. A restaurant that does not serve food
Idea: Create a restaurant with a unique décor in an exotic environment and rent out the location. People bring their own food and beverages (picnic baskets, …) and pay a service charge for the location.

4. Select one and build it into a realistic idea. In our example, we decided to work with the restaurant with no menu reversal. We’ll call the restaurant the creative chef. The chef will create the dish out of the selected ingredients and name the dish after the customer. Each customer will receive a computer printout of the recipe.