我們不必成為創意大師,但我們能訓練自己,永遠提出與眾不同的觀點!
美國的老牌(玻璃瓶裝)番茄醬「漢斯」一直是領導品,一度面臨危機,
因為競爭對手推出軟管型包裝,到最後一滴都可以輕鬆擠出,而漢斯番茄醬的特色就是裝在有註冊商標的玻璃瓶裏,如果不將玻璃瓶倒立便很難倒出來。無論是稀釋產品配方,或是捨棄經典瓶身,都將影響多年建立的品牌形象。漢斯面臨了重大考驗。
最後,他們兩者都沒選,而是決定推出一句雋永又絕妙的廣告詞:
「漢斯番茄醬即使搖晃也不易流出來,因為它使用了過多的蕃茄。」——這就是水平思考的絕佳範例。
邏輯思考的目的是「競爭」,水平思考的目的是「超越」!
其實,後來這個牌子也改用軟管了。真是盡信書,不如無書啊……
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