ProcessNo. 40

Lateral thinking

Could you weave this word into your copy? Or could it inspire a new voice, a new campaign, or a new way of seeing the problem in front of you? What other forms of random stimulation could you find to stimulate your thinking?

From Lateral Thinking: Creativity Step by Step by Edward de Bono

Try this

Open the nearest book to a random page, point to a word, and find a way to connect it to your product.

Try it on your copy

Paste a line. Rewrite it using Lateral thinking.

Your line

Your rewrite

Stays on this page. Nothing is saved or sent.

Good for

Getting startedIdeationHeadlines

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Bullets

* Don’t worry about the style or tone

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Change the font

This visual shift can highlight weaknesses and errors in your copy.

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Combine harvester

Rewrite a single headline using five different voices or copywriting techniques.

Ideas

Take it further

Run a ten-minute sprint with Lateral thinking as your prompt. Free, with no sign-in: it stays on your device.

Start a sprint

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