if a company is introducing a new toothpaste, they might ask: How would IKEA tackle a challenge like this? Another approach is to add in an odd constraint, such as What if your idea had to involve speed dating? Rossi’s group sometimes suggests adopting the perspective of a well-known artist or entertainer: What would Jay-Z do in this situation? How would J. K. Rowling think about this? What might Neil Patrick Harris do?
