Idea Stormers

So how might you use the questioning assumptions technique with your team? It's a simple three-step process:
1. Decide how you want to frame your creative challenge. See Chapter Two for thoughts on how to approach this.
2. Generate twenty to thirty assumptions you might be making, true or false, about that creative challenge.
3. Pick several of those assumptions, and use them as thought starters and creative triggers to create new ideas

They did it by questioning the assumptions in every facet of the business. They questioned assumptions about toothpaste packaging, the price consumers were willing to pay per ounce, how toothpaste was displayed, and how it was advertised.

Curiosity
Curiosity is creative mind-set number one. It tops the list because without curiosity, the creative process never has the raw material it needs. Think of a young child who persistently, and even obnoxiously, asks, “Why