Elite Street Eats: Creativity Experience Proves Brainstorming Has No Competition
You will find Creativity is different in the sense there really is no
competition and this information will explain how this wonderful situation could
be possible. Not only will you understand this phenomenon but there are 3
valuable lessons you will learn from this:
- You will learn brainstorming is often the result of combinations of revealing
factors at different times or stages;
- You will learn how to recognize these factors and stages;
- Because these contributing brainstorming factors are recognized at stages and in
different order for different brainstorming people, you will learn there is no
real competition in Brainstorming.
Let’s start with an example to show how multiple indicators revealed and exposed a
brainstorming opportunity in the gourmet food business. This example is a very
basic brainstorming success of a new kind of fast-food business that was
reported on in Forbes magazine recently. Forbes focused on one firm called Elite
Street Eats and reviewed a growing appeal about Mobile Kitchens and how these
have suddenly become popular. Companies such as “Elite Street Eats”, “Chef
Shack”, “Food Shark” and others are the new rage in some urban areas and the
popularity is rapidly expanding.
Forbes described the growing appeal and success but then questions “Why now?”
Forbes pointed out that this concept is not new. Many large cities have had
mobile kitchens for decades, so why the sudden surge in interest? Forbes
concluded there were a number of factors that have contributed to this new
popularity. Fundamentally, urbanites have changed their tastes and now lean more
towards the gourmet foods. That was one contributing factor identified by
Forbes. It seems urbanites are no longer satisfied with your typical fast foods
operations. These urbanites now demand more from their lunches. In addition,
they are looking for cultural cuisines and variety not found within the scope of
chains and other food franchises.
As creative brainstormers we can see this problem or “gap” as it brews if we are
paying attention. So how do you recognize something like this and the
opportunities it presents? Listen! Listen! Listen! But listen to what? Listen to
desires not words! What do I mean listen to desires? When you hear in
conversations things that reveal boredom or a wish for something new, it means
there is a hidden desire. What you are hearing is the desire for change, the
desire for something fresh, the desire for something different, something new.
For example, when conversations of where to go for lunch contain statements like: “I’m tired
of that restaurant,” or “I don’t feel like eating again at…” More than
listening to words is needed. When you are listening for desires they are often
only revealed in the tones of expressions. An example might be: ”Alright, let’s go to so and so
restaurant… AGAIN…” I am explaining this simple but useful technique for 2
reasons:
- It is an important tool you need to start using;
- This type of discovery will help you understand why there really is no
competition in creativity.
Another valuable clue for this new opportunity was highlighted in the Forbes
article on this phenomenon that will interest you. What was identified will also
contribute in helping you develop other
skills in creativity. Forbes explained that there was a “growing criticism of
traditional fast food.” So here is another meaningful factor that indicates a
lean towards something new, something different. Criticism of fast food means
people are looking for new foods and that what they currently experience is no
longer satisfying.
However, the desire for new gourmet foods alone is not enough to pinpoint this
opportunity and you will soon see why this is the case. So for now just make the
connection that “new foods” are not the solution in of itself and here is the
reason. It is because what must also be factored into the equation is people are
still under the constraints of having lunch and still getting back to work in a
relatively short time. In addition, this urbanite market still has cost
constraints. Hence, new food alone is not enough. Time and money are in the mix
as well. Do you sense the combination of factors involved in this Mobile Kitchen
Brainstorming success? You will see how each factor played a role and those
roles and their discovery happened in phases or stages. So they don’t happen or
appear all at once. Typically contributors show themselves over time.
The final piece to the puzzle is the eating experience. Elite Street Eats put
the topping on the cake by serving gourmet foods in unending variety at between
$6-$8 and then served these taste busters out of a 1962 Airstream Trailer.
Therefore, the master stroke that made this brainstorming adventure a total
success was how this eating experience would be delivered.
Let’s put into the mix one final hidden key factor that completes this success
equation. Because Elite Street Eats constantly changes recipes, they fulfill and
deliver on the Key Performing Desire (KPD) of new gourmet foods. However, the
real secret weapon to their success is this element provides an automatic basis
to measure and evaluate results. When a gourmet dish is a hit, it’s kept while
Elite Street Eats can make the duds go away. By steering and leaning into this
important KPD desire of new and different foods they can powerfully deliver 2
desires at once.
Let me explain what I mean by delivering 2 desires at once. First, the desire to
have the “new” gourmet meals is being delivered. So the desire for new, fresh and unique is fulfilled. Secondly, once the winning dishes are
recognized those can be repeated so that those people who find a gourmet meal
they like can then get that meal over and over again. So in this way 2
desires are being fulfilled at once and as a natural consequence of this novel
delivery strategy.
Before I move on, let’s once again evaluate the revealing brainstorming factors.
These were the desire for new non-traditional fast food. The fact that these
lunches still had constraints of being fast-food, yet close to fast-food prices
is another. They would need to be gourmet without gourmet traditional
preparation time and expense. Yet another contributing factor was the people in
this urban market had a growing criticism of “fast-food”. Part of this revealing
combination was the eating experience factor being delivered in the unique
mobile approaches. Finally, benchmarking and measuring meal successes are a part
of the
hidden factors. Of course, startup costs were not even discussed, but in
comparison to brick and mortar operations, mobile becomes a fraction of
the cost another contributor.
Now how you learn to recognize these elements that form the brainstorming
combination is by following the principles of “Conditions Recognition.”
Brainstorming is always triggered by recognition of relevant current conditions
either good or bad. If you missed how the Elite Street Eats people did this,
then re-read this information. Key was that Elite Street Eats kept their ear to
the ground using practical observations about real world trends that were
relevant to their Target Problem List. In effect, it is these practical
observations combined with quick potential solution paths that make for a
brainstorming pursuit. Quick potential solution paths mean in essence “what can
get a fulfillment to the KPD desire in the fastest way. There could exist many
different solutions. However, you are focused on the quickest routes first. In this situation it
resolved down to the identification of the cost-effective startup approaches
that could deliver a unique gourmet eating experience.
Now let’s apply what this information means regarding the main point of this
discussion that in reality Brainstorming has no competition. First of all notice that each
of these factors revealed themselves over time. This is important because each
brainstormer will see some of these factors boiling to the surface at different
times and for different Target Problem Lists. Each of the elements will appear
in a different order in one area in comparison to another. Therefore,
presentation of the central problem may deliver different meanings and thus
different brainstorming pursuits. One may target the problem of delivering a
solution that provides different platforms for different eating experiences.
Another could be developing and delivering different varieties of tested gourmet
recipes. Yet another could be a whole new franchising opportunity.
The point here is that there are endless innovations that can result from these
combinations. The order in which they show up to each innovator is another. The timing at
which each clue presents itself and each individual innovator’s own Target
Problem List are yet another. What this means is the space is so wide and so open that there is
neither need nor possibility for competition. There are just way too many
directions and ways to go so there is no chance of bumping into each other.
These are some of the approaches to successful brainstorming along with some of
the benefits. The key point for you is to start brainstorming. Start creating.
Start innovating. Do it at every level. Become a brainstorming expert. Pump up
your life with meaning and value because there is no competition!
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