Make a systematic plan to get to know your entire business category so well that you can identify the two sides to any truth. Start by making sure you’re using your own product. Then begin to use your competitors’ products. Don’t accept help that would be above or beyond what your average customer would get. Make this effort a part of every week—and don’t allow it to be pushed aside.
Draw a line down the center of a page. On the left side, begin a list of the truths surrounding your product and your industry. On the other side of the line, write down all the ways in which you have seen the exact opposite to be true, either in your category or in another. What if you began to design for the right side of the line? What would be the opportunity? How would that change your products or services?
let’s use an example to make this one clearer?
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