Four Perceptual Positions
can help you gain new understanding through seeing things from different
What are the long term
benefits of this idea? Will it strengthen our
sustainable competitive advantage?
How does it fit into our
our strategy to accommodate this idea, if required? Are there
opportunities with other ideas, functions, processes,
or business units?
Will it help us create
extraordinary customer value?
Is it profitable? What
new amazing opportunities it may open? Will it
our people? How can we get everyone to buy in to the process? When and how
can we start? What are the critical phases and
milestones of the idea implementation process? How much should we invest
in each phase? How much will we earn?
Can the idea actually
be implemented? What is the
failure risk? How the failure risk
could be reduced? What are the possible ways to implement this idea? What
way is the
one? What way is the cheapest one? What way is the most cost-effective one?
differentiate us from our competitors in the eyes of our
Will it open an entirely new market niche? What are the competitive offers
available in the market? How will the targeted customers react to this idea?
How can we make the idea
attractive to our prospective customers?
Temper your optimism with pessimism.
enthusiastic about the possible upside of the investment in the idea.
Search for advantages and
opportunities. What benefits it will offer? Why our targeted customer
will be happy to buy it? Why will it work? Why will the key stakeholders
support the idea?
2. Pessimist. Be skeptical and critical
about all the different ways that your efforts and money can be lost. Search
for faults, disadvantages and possible negative side effects. What are the
risks? Why may the stakeholders dislike the idea? Why will the customers