This is a great question. The basic process is to find key characteristics of the experience you’re designing for and then isolate them and then seek out extreme examples of that characteristic elsewhere. You can think of this as a brainstorm activity as you’ll want to generate many examples to inspire other in the group to push into the extremes.
I’m afraid I have to take issue with your article about ‘Getting User Research Wrong’. You explicitly call out IDEO in your article as a culprit, I can only assume you’ve never worked at IDEO or with IDEO teams as you seem to have completely misunderstood our process of user research.