The lateral process focuses an a creative technique that works like this:
- Focus on a specific aspect.
- Make a "lateral displacement".
- Generate a connection.
By focus, we mean a particular aspect of something. The important point is the lateral displacement, where we turn a concept on its head. For instance a flower. Flowers die. A lateral displacement would be a flower that never dies. (A flower that never dies might be an artificial one, made of plastic.)
Innovations are a result of connecting two ideas which, in principle, had no apparent or immediate connection.
To be really talking about lateral marketing, there must be a gap, a disconnect between the current product, and the concept. Operations that generate a gap:
- Substitute it. Replace the focus with something else entirely.
- Invert it - think of the opposite.
- Combine it.
- Exaggerate it by either adding a great deal of of it or taking it nearly all away.
- Eliminate it - what would the product look like without the focus of the disconnect?
- Reorder it.
Changing one of a product's need, target or occasion is the easiest way to go about lateral marketing. For instance, change the need - retarget the product to satisfy some other need - red bull created the energy drink market by making a drink that was not simply about quenching your thirst. A new target means a new group of consumers for your product. For instance, the cirque du soleil is a circus, but for adults.
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