WHAT IF… EN
WHAT IF…? EN
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Theory
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Case studies
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Zadanie
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For download
Theoretical Framework of the Tool
Description of the tool:
The “What If…?” technique is a creative method that supports innovative thinking by asking questions starting with the words “What if…”. Its main goal is to disrupt established notions and stereotypes that can hinder the emergence of new ideas. This technique is suitable for finding unconventional solutions, experimenting with possible scenarios, and exploring new opportunities.
Principles of the tool:
- The technique involves asking questions that begin with “What if…?” and force the team to think outside of established frameworks.
- It helps to uncover new perspectives on existing products, services, or problems.
- These questions can be realistic, futuristic, or even seemingly absurd – it is often the latter that lead to innovative solutions.
Objective of the tool
- To broaden the team’s horizons when solving problems.
- To generate new ideas and strategies.
- To encourage the team to experiment and be bold in trying new things.
- To differentiate from the competition through creative approaches.
Step by step: a guide on how to use the tool
Prepare:
- A whiteboard or a large flip chart for writing down ideas.
- 3 to 8 team members who are open to creative thinking.
- 45–60 minutes, depending on the complexity of the topic and the size of the team.
Step 1: Defining the basic problem or opportunity
Start by having the team clearly name the problem or opportunity they want to address. This phase serves to create a solid foundation from which all “What if…?” questions will be derived.
Example: how to increase the viewership of the main news program among the target audience?
Step 2: Generating “What if…?” questions
Each team member proposes questions that begin with “What if…?” and relate to the defined problem. The moderator writes all questions on the board, regardless of whether they seem realistic or absurd.
Examples of questions:
“What if we changed the pairs of presenters?”
“What if we made a new segment in the news?”
“What if we launched an online campaign to encourage watching the news?”
“What if we changed the broadcast time of the news?”
Step 3: Discussion and developing questions
Select the most interesting questions and develop them into concrete ideas or solutions. Discuss which questions have the potential to bring new innovations and which can be the basis for further development of a campaign or product.
Step 4: Selection and development of the best ideas
After the discussion, the team votes on the best ideas they would like to develop further. Based on these ideas, you can prepare a proposal for a marketing campaign, product, or strategy.
Step 5: Creating an action plan
For the selected ideas, prepare an action plan – determine the steps needed for their implementation and assign responsibility to individual team members.
Tools and materials
List of necessary tools:
- Whiteboard or flip chart.
- Markers.
- Stopwatch or timer to keep track of time during question generation and presentations.
Tips and tricks
- Encourage creative thinking: Encourage team members to propose even crazy and seemingly unrealistic questions – it is often these that lead to breakthrough ideas.
- Be open to experiments: Not all questions will be feasible, but they can direct you to new solutions.
- Divide roles: During the discussion, it is good to have a moderator, a scribe, and a timekeeper to keep the workshop running efficiently.
Conclusion
The “What If…?” technique is an excellent tool for generating new ideas and solutions. It allows teams to think creatively and discover unconventional approaches to problem-solving. By asking questions, you can detach from established stereotypes and come up with original ideas that can lead to innovative marketing campaigns or product strategies.
Possible model situations on how to apply the tool in practice
Case study: LIDL Asian Week
Campaign description
LIDL regularly organizes themed weeks during which it offers products from various world cuisines. The goal of the “Asian Week” campaign is to attract customers interested in exotic flavors and to increase awareness of the availability of quality international food at affordable prices.
Step 1: How to use the “What if….?” method
Define the goal: “How can we make Asian Week at Lidl even more attractive and attract more customers?”
Step 2: Generating “What if…?” questions for the LIDL campaign: Asian Week
- What if we organized live cooking demonstrations right in front of the stores?
Chefs in selected cities would cook dishes from the products available during Asian Week. Passers-by could taste the prepared dishes and get inspired. This event could be broadcast online.
- What if we created special recipe boxes?
Customers could buy a pre-prepared box containing all the ingredients for a specific Asian recipe (e.g., Pad Thai, sushi, ramen), which would be available in-store and online.
- What if we launched an interactive campaign on social media?
Customers could share their photos of dishes prepared from Asian Week products and enter a competition to win shopping vouchers.
- What if we made discount coupons available through the LIDL Plus mobile app?
Customers could get extra discounts on Asian products after downloading and activating the coupon in the app.
- What if we offered the opportunity to taste products directly in the store?
During selected hours, there would be tasting stands where customers could try Asian specialties.
- What if we also offered special Asian cooking utensils in the stores?
Along with the products, themed utensils such as bamboo sushi mats, chopsticks, or woks could also be sold.
- What if we created a limited edition of Asian desserts?
Exotic sweets and desserts, such as mochi, mango pudding, or tapioca pearls, could be added to the offer.
- What if we gave away themed gifts to every customer who spends over a certain amount?
During Asian Week, customers could receive a gift such as Asian spices.
Step 3: Discussion and developing questions:
During the discussion, the team could further develop these questions and look for concrete solutions. For example:
Question: “What if we created special recipe boxes?”
Elaboration:
The box would contain precisely measured quantities of ingredients for preparing a specific dish (e.g., rice, sauce, vegetables).
The packaging would have a QR code with a link to a video recipe.
The customer would have the option to choose a box according to the difficulty of preparing the dish – easy, medium, advanced.
Question: “What if we launched an interactive campaign on social media?”
Elaboration:
Special Instagram filters with Asian motifs could be created.
The winners of the competition could win gift cards for further purchases at Lidl.
Selection of the best ideas:
After the discussion, the team would select several of the best ideas that could be further developed into a concrete action plan. In this case, the most promising could be:
- Tasting stands in front of stores and live cooking.
- Recipe boxes with QR codes for video tutorials.
- Interactive social media campaign combined with a competition.
- Limited edition themed gifts for purchases over a certain amount.
Task Assignment
Brand: Martinus
Product/service: Books, e-books, audiobooks, and other products related to reading and literature.
Campaign Goal: To create an innovative marketing campaign that will attract new customers to Martinus bookstores and strengthen the relationship with existing customers. The goal is to revive interest in reading and show that Martinus is not just a store, but also a community of book lovers.
Step 1: Defining the basic problem or opportunity:
How can we revive interest in reading and strengthen the community aspect of Martinus to attract more customers and deepen their loyalty?
Step 2: Generating “What if…?” questions
- What if at Martinus we sold not just books, but also experiences related to reading?
- What if our customers could become part of the stories they read?
- What if Martinus operated as a “book club” for all of Slovakia?
- What if we created a loyalty program that rewarded not only purchases but also community activity?
- What if we brought authors to the stores to chat informally with customers?
- What if we created a special edition of books available only at Martinus?
- What if we launched a campaign where celebrities recommend their favorite books and discuss them with customers?
- ______________________________________________________________________
- ______________________________________________________________________
- ______________________________________________________________________
Step 3: Discussion and developing questions:
Together, select the most interesting questions and discuss how they could be developed into concrete ideas.
For example:
Question: What if at Martinus we sold not just books, but also experiences related to reading?
Possible ideas:
- Organizing themed evenings in bookstores (e.g., “Harry Potter Night,” “Detective Evening with Agatha Christie”).
- Creating “book escape rooms” where participants solve puzzles based on famous literary works.
- Offering personalized book packages as gifts (e.g., “Package for the adventurer,” “Package for the romantic soul”).
Step 4: Selecting the best idea and campaign proposal:
Each team will choose the best idea and develop it into a brief campaign proposal. The proposal should include:
- Campaign Name:
- Main Idea:
- Target Audience:
- Key Activities:
- Communication Channels:
Outputs
Brief Campaign Presentation (10 minutes)
Each team will present their campaign, which will include:
- All the generated “What if…?” questions
- Justification for why you chose the specific idea.
- A brief description of the campaign (name, goal, activities, channels).
- Expected benefit for the Martinus brand.
The task will allow students to use the “What if…?” technique to create a creative and innovative marketing campaign. Students will learn how to turn hypothetical questions into concrete ideas and how to develop them into a real marketing plan.
Miesto pre vypracovanie:
-
Theory
-
Case studies
-
Zadanie
-
For download
Theoretical Framework of the Tool
Description of the tool:
The “What If…?” technique is a creative method that supports innovative thinking by asking questions starting with the words “What if…”. Its main goal is to disrupt established notions and stereotypes that can hinder the emergence of new ideas. This technique is suitable for finding unconventional solutions, experimenting with possible scenarios, and exploring new opportunities.
Principles of the tool:
- The technique involves asking questions that begin with “What if…?” and force the team to think outside of established frameworks.
- It helps to uncover new perspectives on existing products, services, or problems.
- These questions can be realistic, futuristic, or even seemingly absurd – it is often the latter that lead to innovative solutions.
Objective of the tool
- To broaden the team’s horizons when solving problems.
- To generate new ideas and strategies.
- To encourage the team to experiment and be bold in trying new things.
- To differentiate from the competition through creative approaches.
Step by step: a guide on how to use the tool
Prepare:
- A whiteboard or a large flip chart for writing down ideas.
- 3 to 8 team members who are open to creative thinking.
- 45–60 minutes, depending on the complexity of the topic and the size of the team.
Step 1: Defining the basic problem or opportunity
Start by having the team clearly name the problem or opportunity they want to address. This phase serves to create a solid foundation from which all “What if…?” questions will be derived.
Example: how to increase the viewership of the main news program among the target audience?
Step 2: Generating “What if…?” questions
Each team member proposes questions that begin with “What if…?” and relate to the defined problem. The moderator writes all questions on the board, regardless of whether they seem realistic or absurd.
Examples of questions:
“What if we changed the pairs of presenters?”
“What if we made a new segment in the news?”
“What if we launched an online campaign to encourage watching the news?”
“What if we changed the broadcast time of the news?”
Step 3: Discussion and developing questions
Select the most interesting questions and develop them into concrete ideas or solutions. Discuss which questions have the potential to bring new innovations and which can be the basis for further development of a campaign or product.
Step 4: Selection and development of the best ideas
After the discussion, the team votes on the best ideas they would like to develop further. Based on these ideas, you can prepare a proposal for a marketing campaign, product, or strategy.
Step 5: Creating an action plan
For the selected ideas, prepare an action plan – determine the steps needed for their implementation and assign responsibility to individual team members.
Tools and materials
List of necessary tools:
- Whiteboard or flip chart.
- Markers.
- Stopwatch or timer to keep track of time during question generation and presentations.
Tips and tricks
- Encourage creative thinking: Encourage team members to propose even crazy and seemingly unrealistic questions – it is often these that lead to breakthrough ideas.
- Be open to experiments: Not all questions will be feasible, but they can direct you to new solutions.
- Divide roles: During the discussion, it is good to have a moderator, a scribe, and a timekeeper to keep the workshop running efficiently.
Conclusion
The “What If…?” technique is an excellent tool for generating new ideas and solutions. It allows teams to think creatively and discover unconventional approaches to problem-solving. By asking questions, you can detach from established stereotypes and come up with original ideas that can lead to innovative marketing campaigns or product strategies.
Possible model situations on how to apply the tool in practice
Case study: LIDL Asian Week
Campaign description
LIDL regularly organizes themed weeks during which it offers products from various world cuisines. The goal of the “Asian Week” campaign is to attract customers interested in exotic flavors and to increase awareness of the availability of quality international food at affordable prices.
Step 1: How to use the “What if….?” method
Define the goal: “How can we make Asian Week at Lidl even more attractive and attract more customers?”
Step 2: Generating “What if…?” questions for the LIDL campaign: Asian Week
- What if we organized live cooking demonstrations right in front of the stores?
Chefs in selected cities would cook dishes from the products available during Asian Week. Passers-by could taste the prepared dishes and get inspired. This event could be broadcast online. - What if we created special recipe boxes?
Customers could buy a pre-prepared box containing all the ingredients for a specific Asian recipe (e.g., Pad Thai, sushi, ramen), which would be available in-store and online. - What if we launched an interactive campaign on social media?
Customers could share their photos of dishes prepared from Asian Week products and enter a competition to win shopping vouchers. - What if we made discount coupons available through the LIDL Plus mobile app?
Customers could get extra discounts on Asian products after downloading and activating the coupon in the app. - What if we offered the opportunity to taste products directly in the store?
During selected hours, there would be tasting stands where customers could try Asian specialties. - What if we also offered special Asian cooking utensils in the stores?
Along with the products, themed utensils such as bamboo sushi mats, chopsticks, or woks could also be sold. - What if we created a limited edition of Asian desserts?
Exotic sweets and desserts, such as mochi, mango pudding, or tapioca pearls, could be added to the offer. - What if we gave away themed gifts to every customer who spends over a certain amount?
During Asian Week, customers could receive a gift such as Asian spices.
Step 3: Discussion and developing questions:
During the discussion, the team could further develop these questions and look for concrete solutions. For example:
Question: “What if we created special recipe boxes?”
Elaboration:
The box would contain precisely measured quantities of ingredients for preparing a specific dish (e.g., rice, sauce, vegetables).
The packaging would have a QR code with a link to a video recipe.
The customer would have the option to choose a box according to the difficulty of preparing the dish – easy, medium, advanced.
Question: “What if we launched an interactive campaign on social media?”
Elaboration:
Special Instagram filters with Asian motifs could be created.
The winners of the competition could win gift cards for further purchases at Lidl.
Selection of the best ideas:
After the discussion, the team would select several of the best ideas that could be further developed into a concrete action plan. In this case, the most promising could be:
- Tasting stands in front of stores and live cooking.
- Recipe boxes with QR codes for video tutorials.
- Interactive social media campaign combined with a competition.
- Limited edition themed gifts for purchases over a certain amount.
Task Assignment
Brand: Martinus
Product/service: Books, e-books, audiobooks, and other products related to reading and literature.
Campaign Goal: To create an innovative marketing campaign that will attract new customers to Martinus bookstores and strengthen the relationship with existing customers. The goal is to revive interest in reading and show that Martinus is not just a store, but also a community of book lovers.
Step 1: Defining the basic problem or opportunity:
How can we revive interest in reading and strengthen the community aspect of Martinus to attract more customers and deepen their loyalty?
Step 2: Generating “What if…?” questions
- What if at Martinus we sold not just books, but also experiences related to reading?
- What if our customers could become part of the stories they read?
- What if Martinus operated as a “book club” for all of Slovakia?
- What if we created a loyalty program that rewarded not only purchases but also community activity?
- What if we brought authors to the stores to chat informally with customers?
- What if we created a special edition of books available only at Martinus?
- What if we launched a campaign where celebrities recommend their favorite books and discuss them with customers?
- ______________________________________________________________________
- ______________________________________________________________________
- ______________________________________________________________________
Step 3: Discussion and developing questions:
Together, select the most interesting questions and discuss how they could be developed into concrete ideas.
For example:
Question: What if at Martinus we sold not just books, but also experiences related to reading?
Possible ideas:
- Organizing themed evenings in bookstores (e.g., “Harry Potter Night,” “Detective Evening with Agatha Christie”).
- Creating “book escape rooms” where participants solve puzzles based on famous literary works.
- Offering personalized book packages as gifts (e.g., “Package for the adventurer,” “Package for the romantic soul”).
Step 4: Selecting the best idea and campaign proposal:
Each team will choose the best idea and develop it into a brief campaign proposal. The proposal should include:
- Campaign Name:
- Main Idea:
- Target Audience:
- Key Activities:
- Communication Channels:
Outputs
Brief Campaign Presentation (10 minutes)
Each team will present their campaign, which will include:
- All the generated “What if…?” questions
- Justification for why you chose the specific idea.
- A brief description of the campaign (name, goal, activities, channels).
- Expected benefit for the Martinus brand.
The task will allow students to use the “What if…?” technique to create a creative and innovative marketing campaign. Students will learn how to turn hypothetical questions into concrete ideas and how to develop them into a real marketing plan.