21 Days to a Big Idea

Introduction

In his book "21 Days to a Big Idea," Bryan Mattimore presents a comprehensive guide to unlocking your creative potential and generating innovative business ideas. The author challenges the notion that creativity is limited to artists and scientists, arguing that it's an essential skill for entrepreneurs and business professionals. This summary will explore the key concepts and techniques Mattimore introduces to help readers tap into their creativity and develop groundbreaking ideas in just 21 days.

The Power of Brainstorming

Mattimore begins by emphasizing the importance of brainstorming as a fundamental tool for generating ideas. He points out that even great inventors like Thomas Edison relied on this technique to kickstart their creative process. Edison's notebooks reveal that he would often list over 100 ideas in a single day, ranging from snow compressors to electric pianos.

Benefits of Brainstorming:

1. Silencing Internal Criticism: Brainstorming helps shut out our inner critic, allowing us to reconnect with our playful and imaginative selves.

2. Uncovering Passions: Through extensive brainstorming, patterns emerge that can reveal our true passions and interests.

3. Breaking Industry Barriers: Contrary to popular belief, you don't need to be an expert in a field to come up with innovative solutions. In fact, being an outsider can sometimes lead to more creative ideas.

How to Brainstorm Effectively:

1. Set aside dedicated time for brainstorming.
2. Aim to generate 30 to 50 ideas in a single session.
3. Write down every idea, no matter how silly or impractical it may seem.
4. Look for patterns and themes in your ideas to identify your areas of interest.

Turning Everyday Annoyances into Business Opportunities

Mattimore suggests that some of the best business ideas come from solving everyday problems. He encourages readers to pay attention to their daily frustrations and annoyances, as these can be springboards for innovative products and services.

Examples of Successful Problem-Solving Products:

1. Facebook: Mark Zuckerberg's attempt to solve his dating problems led to the creation of one of the world's largest social networks.

2. Biotene and Therabreath: These companies developed oral rinses to solve the problem of dry mouth at night.

3. Breathe Right Nasal Strips: Bruce Johnson's solution to his nighttime breathing problems became a multi-million-dollar business.

How to Identify Problems Worth Solving:

1. Make "What is the problem?" your daily mantra.
2. Pay attention to things that frustrate you or others in your daily life.
3. Look for problems that affect a large number of people.
4. Consider the potential financial rewards of solving a particular problem.

Leveraging Existing Technology for New Ideas

Mattimore emphasizes that groundbreaking ideas don't always have to be entirely original. He encourages readers to consider how existing technologies can be applied in new and innovative ways.

Examples of Technology Repurposing:

1. Smartphone Apps: Thousands of entrepreneurs have built successful businesses by creating apps that utilize smartphone technology.

2. Inhalable Supplements: Aerodesigns adapted technology for inhaling vitamins and caffeine, which could potentially be used for a new type of breathing-based diet.

3. Drones for Emergency Services: The author suggests using drone technology, originally developed for warfare, to deliver medical kits or life vests in emergency situations.

How to Repurpose Technology:

1. Identify a technology that impresses you.
2. Consider its core strengths and capabilities.
3. Brainstorm new applications for those strengths in different industries or contexts.

Balancing Creativity and Rationality

Mattimore discusses the importance of finding a balance between our creative, childlike side and our rational, adult side when developing new ideas.

The Decline of Creativity:

The author cites a study by George Land, which showed that creativity levels tend to decrease as we age:

• 5-year-olds: Nearly 100% showed high levels of creativity
• 10-year-olds: Only 30% maintained high creativity levels
• 15-year-olds and adults: Only 12% displayed high creativity

Reconnecting with Childlike Creativity:

1. Make Wishes: Think about what you wish you could do, no matter how impossible it seems.
2. Embrace Absurdity: Don't dismiss ideas that seem ridiculous at first glance.
3. Combine Creativity with Rationality: Use your adult mind to find practical ways to realize your creative wishes.

Example of Childlike Creativity in Action:

NeverWet spray paint by RustOleum allows people to create hidden messages that only appear when it rains, fulfilling the childhood wish of making things invisible.

The "And" Technique for Rapid Idea Generation

Mattimore introduces a simple yet powerful technique for coming up with new ideas quickly: the "and" technique.

How the "And" Technique Works:

1. Choose two random words (nouns or adjectives) that seem unrelated.
2. Combine these words to create a new concept or product idea.
3. Spend 30 seconds developing this idea further.

Example from the Chicago Public Library:

Librarians combined random words to create ideas like "illuminated socks" - socks that glow in the dark for easy finding or as a fashion statement.

Customizing the "And" Technique:

1. Choose a fixed noun related to your industry or interest.
2. Combine this noun with 20 or more random words.
3. Explore the possibilities that arise from these combinations.

Example for a Floristry Business:

Combining "flowers" with "celebrities" could lead to the idea of celebrity-endorsed signature bouquets, similar to how Kay Jewelers collaborated with actress Jane Seymour to design a pendant.

Harnessing the Internet for Trend Research

Mattimore emphasizes the value of the internet as a source of inspiration and information about current trends. He encourages readers to use online resources to stay informed about industry developments and consumer preferences.

Useful Online Resources for Trend Research:

1. Cassandra Daily: Offers a free newsletter with regular updates on innovation trends.
2. JWT: Provides an annual report on 100 things to watch in the coming year.
3. TrendHunter.com: Offers monthly updates on up to 50 new products in the market.

How to Analyze Trends:

Use the "Six W's" approach to explore trend potential:

1. Who else might benefit from this trend?
2. What variations of the trend could be developed?
3. When and Where could the trend be applied?
4. Why is this trend important or relevant?
5. How can the trend be turned into a viable business?

Example: Mindfulness Training Trend

• Who: Doctors working long hours in hospitals
• What: Exercises designed to lower blood pressure
• When/Where: At a wedding ceremony for the bride and groom
• Why: To start a marriage with compassion and mindfulness
• How: Consider funding, scientific evidence, and popular appeal

The Billboarding Technique for Product Differentiation

Mattimore introduces the billboarding technique as a way to identify and communicate what makes a product unique and valuable to customers.

Steps of the Billboarding Technique:

1. Define Your Idea: Clearly state what your product is and what problem it solves.
2. List Benefits: Enumerate all the advantages and features of your product.
3. Identify the Strongest Benefit: Choose the most compelling advantage to focus on.
4. Create a Catchy Name and Slogan: Develop a memorable name and phrase that highlights your product's key strength.

Example: Cardboard Baby Stroller

• Product Definition: A lightweight, eco-friendly stroller made from cardboard
• Benefits: Easy to transport, secure, less likely to cause injury, cheaper, customizable
• Strongest Benefit: Combines practicality with entertainment for children
• Billboard Headline: "The Playhouse Stroller: Go Shopping and Your Kids Will Have Fun Too!"

Fostering a Creative Environment

Throughout the book, Mattimore emphasizes the importance of creating an environment that nurtures creativity and innovation.

Tips for Cultivating Creativity:

1. Embrace Playfulness: Allow yourself to think freely and imaginatively, without judgment.
2. Collaborate: Surround yourself with creative thinkers and discuss your ideas with others.
3. Practice Regularly: Set aside time each day for creative exercises and brainstorming.
4. Stay Curious: Continuously explore new topics and industries for inspiration.
5. Embrace Failure: View unsuccessful ideas as learning opportunities rather than setbacks.

Applying the 21-Day Program

Mattimore's book is structured as a 21-day program to help readers develop their creative thinking skills and generate innovative business ideas. While this summary doesn't provide a day-by-day breakdown, it's important to note that consistent practice and dedication are key to seeing results.

Key Elements of the 21-Day Program:

1. Daily Exercises: Engage in creative thinking exercises each day to build your idea-generation muscles.
2. Varied Techniques: Explore different creativity techniques to find what works best for you.
3. Reflection: Take time to review and refine your ideas as you progress through the program.
4. Action Steps: Move beyond ideation by taking concrete steps to develop and validate your best ideas.

Final Thoughts

"21 Days to a Big Idea" offers a comprehensive toolkit for unleashing creativity and generating innovative business ideas. By combining techniques like brainstorming, problem-solving, technology repurposing, and trend analysis, readers can develop a more creative mindset and approach to entrepreneurship.

Key takeaways from the book include:

1. Creativity is a skill that can be developed and improved with practice.
2. Great ideas often come from solving everyday problems or repurposing existing technologies.
3. Balancing childlike imagination with adult rationality can lead to truly innovative concepts.
4. Simple techniques like the "and" method can spark rapid idea generation.
5. Staying informed about current trends and industry developments is crucial for innovation.
6. Clearly communicating your product's unique value proposition is essential for success.

By following Mattimore's guidance and consistently applying these techniques, readers can transform their approach to ideation and potentially uncover the next big business opportunity. Remember that creativity is not just for artists and scientists – it's a valuable skill for anyone looking to make their mark in the business world.