I was reminded this morning of a the amazing power of Paradox to unlock a deeper view and understanding into any situation in life. Our wants, desires, drives, inclinations always seem to point us in the exact opposite direction of the truth. So before this gets too deep, how do you apply Paradox as an unlock to insight? When observing a situation, always consider the "the logic of opposite." For example, I am currently obsessed with a new game called Trivia Crack (name appropriate). One of the brilliant things that they have designed into this app is a limiter on how many games you can play in a row (they give you three lives). When you run out of lives, you have to wait an hour to play again. You would think that creating an obstacle to my desire to play the game would be counter-productive, but here comes the "paradox." It makes me want to play it more!
How does "paradox" affect your business or brand situation? How might it?
This blog offers stories and discussions on how to build more relevance and differentiation for brands. The author is Timothy Coffey, Chief Revolutionist of Launchforce Strategy, a consumer research consultancy that specializes in highly creative qualitative methods. His experience ranges from brand and research management at Procter & Gamble to innovation management at Tupperware to founding and leading an integrated marketing strategy agency. He is the author of three books, Innovation Myths & Mythstakes, The New Super Consumer, Mom&Kid, and The Great Tween Buying Machine.