CBT Course, Session 2 RAC Cairo Al Orouba

1. It’s time to create what you want to be a part of

3. Councils Overview
Creativity Multiple Business
for Life Intelligence Marketing

4. General guidelines and techniques to enter ideation phase
Warming up techniques Analyzing techniques
Simple idea generation techniques
Substitute Combine Adapt Modify Magnify Other use Eliminate Reverse Rearrange 180 degrees
More developed idea generation techniques
Open Assumption Random Nature History
Brainstorming Brain writing Mind Mapping Role Playing Hall of Fame
Analogies Reversals Stimulation Analogies Analogies
Incubation Techniques & Subconscious Magic

5. Warm
Up
Break
The Analyze
Habits Ideation
Phase
Collect Move
General guidelines and techniques to enter ideation phase

6. Part 2
1:30 PM 3:30 PM

8. Inspirational Video

9. Simpler Guidelines & Techniques
Less Investment / Time

10. Substitute
180
Combine
Degrees
Rearrange Adapt
Simple
Techniques
Reverse Modify
Eliminate Magnify
Other Use

11. Substitute
Simple
Techniques
• Substitute
– Starbuck’s and the invention
of Frappuccino

12. Substitute
Combine
Simple
Techniques
• Combine
– Johannes Gutenberg, printing
and the Renaissance

13. Substitute
Combine
Adapt
Simple
Techniques
• Adapt
– Joseph Gayetty and the first
commercial toilet paper

14. Substitute
Combine
Adapt
Simple
Techniques
Modify
• Modify
– Ford’s black car vs. GM colors
taking the lead

15. Substitute
Combine
• Magnify
– Chef Homaro Cantu
adding the olfactory Adapt
experience of a dish
Simple
Techniques
Modify
Magnify

16. Substitute
Combine
Adapt
Simple
Techniques
Modify
• Put It To Some Other
Use
– Roy Jacuzzi invention in Magnify
1968 Other Use

17. Substitute
• Eliminate
Combine
– Burger Kitchen and the
Egyptian fast food market
Adapt
Simple
Techniques
Modify
Eliminate Magnify
Other Use

18. • Reverse
– Rheinhold Burger and Substitute
the Thermos Combine
Adapt
Simple
Techniques
Reverse Modify
Eliminate Magnify
Other Use

19. • Rearrange
Substitute
– Timberland and their new
Combine
show pattern
Rearrange Adapt
Simple
Techniques
Reverse Modify
Eliminate Magnify
Other Use

20. • 180 Degrees
– Company employees’ picnic
Substitute
180
Combine
Degrees
Rearrange Adapt
Simple
Techniques
Reverse Modify
Eliminate Magnify
Other Use

21. Substitute
180
Combine
Degrees
Rearrange Adapt
Simple
Techniques
Reverse Modify
Eliminate Magnify
Other Use

22. More Developed Guidelines & Techniques
More Time / Effort

23. More Developed Guidelines & Techniques
More Time & Effort
Mind
Brainstorming Brain writing Role Playing
mapping
Assumption Nature Open
Reversals Analogies Analogies
History Random
Analogies Stimulation
Hall Of Fame

24. Incubation Phase

25. Incubation Phase
• Time to slow down a little
• Time to leave space
– for your subconscious
– to work its magic

26. Incubation Phase
• Exercise a little
– The young entrepreneur
and 2 km run

27. Incubation Phase
• Fill your tub
– Archimedes and his
famous “Eureka”

28. Incubation Phase
• Sleep on it
– The engineering student
and the night’s solution

29. Incubation Phase
• Go out
– The professor’s coffee
outing with friends and
the right speech for the
graduating class

30. Incubation Phase
• Get behind the wheel
– The young marketer and
the drive of ideas

31. Thank You