One of the challenges of creative thinking and innovation is that we are chained to the present and the past. To break down the barriers of our existing paradigms it’s useful to ask “What If” about situations that need improvement or problems that needs solving. However, left on its own this question can be so vague as to be daunting for people also concerned with getting things done and producing results.
But what if you applied the ‘what if’ question to morphological analysis? Consider the idea of introducing a new restaurant. In the United States if you live in a major city you have a vast array of choices and some areas, think San Francisco, are particularly rich in variety. How then could you go about creating a unique restaurant?