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Great Ideas in Aisle 9

By: Anna MuoioWed Dec 19, 2007 at 12:14 AM
According to the creative people behind the BrainStore, an "idea factory" in Biel, Switzerland, it's possible to generate new ideas with as much rigor, and as much speed, as it takes to make products on an assembly line.

The BrainStore outlet helps customers meet creative challenges -- usually within 15 to 30 minutes, and usually for less than $20. "We spent about a year developing the idea for an idea shop," says Mettler. "We realized that it's possible to compress the entire idea-generation process into just 15 minutes. While that may not be enough time to develop a new product, it is enough time to name a hamster."

And that's the real value of this retail outlet: It continues to shed light on the process required to generate any idea. "The most important thing that you can do is to open your eyes and your mind," says Urs Heer, 29, the BrainStore's chief of production. "And it helps to think fast. Without speed, people get bored, and boredom allows for distraction. That's true whether you're working with Nestlé or with a little-old lady who wants ideas on how to handle her cat."

From Issue 33 | March 2000

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Recent Comments | 3 Total

September 28, 2009 at 3:50am by Yono Suryadi

Thank you for the information, very useful.

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