Brainstorming can be tough—and it often feels like it just doesn’t work as intended. Staring at a blank whiteboard for hours is hardly anyone's idea of fun, and so-called brainstorming "experts" sometimes seem more interested in hearing themselves talk than engaging in meaningful dialogue.
So, how do you come up with that one big idea that will propel your company forward?
The answer might not be entirely comfortable, but it’s effective: you have to ask yourself wild, deranging and uncomfortable questions.
This approach isn't used enough because we don't like to feel challenged by questions that just seem weird to ask. But it works.
Here are some of those game-changing questions to consider:
1. Non-scientific target
What would happen if you had to sell your product not to scientists, but to people with no background in science? How would you pitch a mass spectrometer to a hairdresser?
This question is particularly relevant because it challenges you to simplify your product descriptions and marketing pitches. While technical details are important, your goal is also to capture attention and persuade with clarity and brevity. It’s a great exercise in making your message accessible and compelling to a broader audience, ensuring you can communicate effectively even when speaking to those outside your field or in non-technical positions.
2. Unrealistic pricing
Imagine that your product or service would cost ten times as much as it does today. How would you convince customers to pay that amount? What arguments would you use to justify such a steep price hike? How would it affect your brand image, manufacturing processes, and target audience?
This question is powerful because it forces you to rethink your marketing strategy from a completely different perspective. Most companies will always try to be the cheapest or at least on par with the competition, but you only have to look at Apple's pricing strategy to understand that it's not always the best way.
This doesn’t necessarily mean you should raise your prices—though for some companies, especially startups, it could be worth considering. Instead, exploring this scenario can reveal new customer segments or value propositions that you might not have previously considered.
3. Malicious competitor
What if a competitor entirely copied your product and sold it at a lower price?
Sure, taking legal action would be your first thought, but let’s set that aside for this exercise. How would you convince your customers to stick with you? What would make your company the better choice over a cheaper knock-off?
Would it be your exceptional customer support, your ongoing investment in innovation, or something else that keeps you ahead?
Relying solely on your existing product can be risky—competitors will eventually catch up. By asking this question, you can identify what truly sets your offering apart beyond just the features listed on your sales page. It’s about understanding the unique value that keeps your customers coming back, even in the face of cheaper alternatives.
4. Obsolete tech
What kind of product or innovation could make your offering so outdated that your market share would disappear overnight?
This question might stir up anxiety in the meeting room, and it’s not something you need to dwell on daily. However, identifying potential existential threats to your company can help you foresee risks and guide strategic investments to stay ahead of the competition.
Take Kodak in the 1970s, for example. If someone had asked this question, they might have recognized the digital camera—developed by one of their own engineers—as a serious threat to their film business. Addressing that threat early on could have changed Kodak's future dramatically. So, while it's a tough question, it’s a valuable exercise to revisit from time to time.
5. No marketing
What if you were suddenly banned from all forms of marketing? Would your customers promote your product through word-of-mouth? And if so, are they equipped to do it effectively?
This scenario is a great way to spark growth hacking ideas. By eliminating your existing marketing channels, you’re pushed to explore unconventional ways to promote and sell your product or service.
This question often leads to a deeper focus on customer advocacy and the mechanisms that support it—an often underestimated yet powerful marketing channel. It’s about finding those hidden levers that can drive organic growth and create loyal brand ambassadors.
6. Reversed business model
What if you had to completely change or reverse your business model overnight? For example, if you currently sell your product through a one-time purchase, what would it take to switch to a monthly subscription model? What arguments would you use to justify this change?
This exercise is valuable for brainstorming new monetization strategies or reinforcing the strengths of your existing model. By considering such a drastic shift, you can uncover fresh ideas for revenue streams, explore untapped customer needs, and gain a deeper appreciation for what makes your current approach effective.
7. Fire in the lab
What if your lab burned down and you couldn't do any research for a whole year? How would that affect your product development strategy? Would you outsource your research, and if so, how would that affect your company's value proposition?
This scenario will help you assess the critical role of your research team in your overall marketing strategy. Is research and development a core element of your value proposition, or is it just a basic requirement? If it's central to your offering, consider how you can better highlight your scientists and their work in your marketing efforts. This question is a useful exercise in understanding the impact of R&D on your brand and finding ways to communicate its importance effectively.
8. No customer support
Imagine your company suddenly had to let go of its entire customer support team (not that you should—that would be a dumb decision). How would you ensure that your customers could resolve product issues on their own? What kind of documentation would be required? What problematic features could you address now to prevent future complaints?
This exercise is valuable for product marketing because it forces your team to examine existing complaints and identify key pain points. It highlights the need for comprehensive self-help resources and can reveal areas where improvements are needed to enhance the customer experience. By focusing on these issues, you can build a more robust support system and positively impact your brand in the long run.
9. One-time use
What if your product could only be used once? How would that affect your customers and your business model?
Imagining a single-use scenario forces you to think creatively about maximizing value, exploring reusability, and considering alternative applications. This challenge can generate innovative ideas and reveal new opportunities for your product. It forces you to rethink how you deliver value to customers and may inspire unique approaches to design, pricing, and functionality.
10. For the fun
What if you were to let our engineers and scientists go wild and just have some fun? What kinds of solutions might they come up with, given an unlimited budget? Would these ideas resonate with our current customer base, or could they lead to new market opportunities?
This question is even more powerful when you have your scientists and engineers in the room. Look at the fun side projects they're working on—real nerds always have one up their sleeves.
Not only can this approach lead to innovative ideas, but it can also help re-engage a disengaged team. Science and engineering should be fun, and fostering this environment can enhance your company's authenticity and appeal, making your products more compelling to potential users.
Come up with your own deranging questions
Daring to ask the most unreasonable questions has led to some of the most disruptive innovations in science.
Genentech pioneered the field of biotechnology by asking whether it could use genetic engineering to produce insulin instead of harvesting it from pig pancreas.
Moderna questioned whether messenger RNA could be used to create a new class of drugs that instruct cells to make the drug on their own to fight disease.
Impossible Foods and Beyond Meat challenged the food industry by exploring the possibility of creating plant-based meat that tastes and cooks like real meat (instead of tasting like cardboard).
It may sound a bit kitschy or weird, but introducing these off-the-wall questions into brainstorming sessions can actually make the exercise useful, fun, and spark the kind of bold, out-of-the-box thinking needed to drive innovation.
So go crazy and ask the unaskable.
