“Expectations. What are you taking for granted about the problem? For this dial, it can be helpful to make a list of all the assumptions you’re making about how the product should work or how the solution should otherwise function. Then swap each assumption with its opposite. How might we share ice cream without a cone or a cup? How might we make ice cream hot? How might we make ice cream the appetizer rather than the dessert? How might we eliminate the post-ice-cream sugar crash?”