Have you ever had to come up with a concept, or design for a product that is already very visible, and popular in the market place?

Think of weight loss pills for a second. There are hundreds of these products currently available in the marketplace.

How do you brainstorm new ideas for an already over-saturated market? Images of skinny women, muscular men, tape measures, hourglasses are all the classics that spring to mind. The word B-O-R-I N-G also leaps to mind. What would be an absolutely fantastic new way to market this kind of product?

What about creating tongue-in-cheek cartoon characters, like Captain DeFatilator? I can see a boardroom full of advertising executives cringe at the sound of that, but at least it’s vaguely original! When brainstorming, one should never discount any ideas, because some of the best ideas, and grow out of the most ridiculous concepts – so be open minded, and above all, LOVE what you do!

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