Apply Opposing Thinking

One of the most intriguing and difficult task from the use of Design thinking is having opposing thoughts to reside in our mind at the same time. Diversity and Singularity. Hot and Cold. North and South. Pulling us in different directions, our minds are forced to work somewhat illogically but it is where innovation and creativity will occur.

When it comes to branding products and services, the same opposing thoughts can be applied to challenge and change status quo. Why? Why fix something when it is not broken? Rather the question is, why have we not challenged the status quo. Then go on to create Purple Cows like the Sound Sticks II speakers.

 

Some 5 years since it was first launched, it is still seen around today. All speakers of equivalent age were already dusted off display shelves. What is their magic? Harmon Kardon understood design thinking of having opposing thoughts. Sound Sticks only has circular shapes, air cushion stands, totally transparent as opposed to the conventional speakers which are square/rectangular, sharp edges, opaque or quite simply...boring.

Lets take the Bao which is a popular snack bun commonly found in Singapore and apply this form of thinking. Conventionally, the safe way to rebrand this snack would be just to create new fillings with fancy names, contemporary logo designs with new shopfront image. However, they still look the same as the $1.30 ones I got from AMK Blk 233 coffee shop. It is still boring and unremarkable. Does not make you stop and take a second look. Probably for a short while.

If we are to apply opposing thinking, the new Bao would look rather different. In its size, shape and the way it is delivered to customers. Mini baos served on a stick like satay, odd shaped ones, long ones filled with whole shrimps, filling on top of it, above it, underneath it etc. A new Bao concept.

Will the existing tribes or loyalists protest? Maybe but brands today are not here to please everyone. Being safe is risky. Being mediocre is mediocre at its best. It gets us nowhere.

Please give your comments, if any.