Ford approached the problem of how to compete more effectively in Europe by asking how they could make their cars more attractive to customers. But de Bono asked how they could make the whole driving experience better for Ford customers.
He suggested Ford bought car parks in all major city centres and made them available to Ford cars only. It's an innovative idea - too innovative for Ford it seems, as they chose to stick with manufacturing cars instead of buying car parks.
Whilst Ford didn't accept the concept, it's a great case study to highlight how businesses can generate ideas by looking at challenges / business issues from another angle. It often helps to ask people outside your business - who can see it from a different view.
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