How to think the unthinkable
Using thought experiments to tackle unanswerable questions.
Creative thinking is often lauded as the essential business discipline of the modern age — a vital technique for breaking the shackles of ‘business-as-usual’ and preventing status quo stagnation. Blue sky thinkers and big picture perspectives are coveted, and with good reason. Whatever the endeavour, be it building a brand, designing a product or starting a startup, the ability to think without constraints is paramount for those determined to stay ahead of the pack.
Too much freedom can be dangerous
At times however, unconstrained thinking can be erratic and unmoored. Freeform thinkers can find themselves lost in a forest of ambiguity, bereft of map or compass. We’ve all experienced the abject misery of freewheeling, unstructured brainstorming sessions. And whilst the promise of creative freedom is exhilarating for some, it’s a panic-inducing state of uncertainty for many. The prospect of a blank canvas (whether figurative or literal) can stifle the most prolific of creative sorts, and induce heart palpitations in the rest of us mere mortals. Without some constraints, creative freedom can be paralysing.
Creative freedom, it turns out, is a paradox. Particularly when it comes to innovation. Many studies and startup success stories are evidence of this; limitations and scare resources can actually create the ideal conditions for left-field and lateral thinking. Constraints are more than just helpful, they are the key to thinking the unthinkable. Constraints can set our thinking free, helping us carve new paths and make giant leaps forward.
“Constraints aren’t the boundaries of creativity, but the foundation of it”
— Brandon Rodriguez
Not all constraints are equal
Sadly, we’re all too often constrained by constraints, rather than liberated by them. At times constraints are subconsciously self-imposed; a combination of cognitive biases, influences and previous experiences conspiring against us, surreptitiously reining us in. Sometimes we are simply at the mercy of an overbearing project manager, the constraint zealot who takes pleasure in saying we can’t have nice things. Either way, too many constraints can douse the flames of possibility before we’ve even begun.
The good news is, it is possible to consistently create ‘goldilocks’ conditions for thinking big; where just the right balance of constraint and freedom are present to ensure breakthroughs can be made. The solution lies in an age-old technique called the thought experiment.
What exactly is a thought experiment?
Thought experiments have been used for thousands of years by philosophers, physicists and other big thinkers, as a mental reasoning tool for tackling seemingly unanswerable questions. The most famous proponent of this technique is undoubtedly Albert Einstein, who developed his groundbreaking Theory of Relativity with the help of numerous thought experiments. He was renowned for ‘thinking in pictures’ — much has been written about the mind-bending scenarios he imagined, such as experiencing gravity while inside a falling elevator, or watching lightning strikes from a moving train.
“Imagination is more important than knowledge”
— Albert Einstein
Often described as ‘devices of the imagination’, most thought experiments take the form of bold hypothetical scenarios that demand creative, but reasoned responses. A well-designed thought experiment pushes the boundaries of reality, blowing up assumptions and opening up new avenues for inquiry and exploration. Thought experiments can help unlock perspectives you never know you had. And the kicker? Working in the land of the hypothetical means there are no consequences. In his excellent book ‘Think like a Rocket Scientist’ author Ozan Varul captures this point beautifully: “a thought experiment sets up a sandbox in the controlled environment of your mind. If it doesn’t work, nothing bad happens. There’s no collateral damage or spillover effects.”
When applied to innovation challenges, thought experiments can move beyond the classic ‘intellectual reasoning’ premise. They can feel like an exciting, energised game — giving you the opportunity to dream big and play with crazy ideas in imaginary or unlikely worlds. A game in which you can shine a light on the things that matter most, reveal the true potential of any opportunity, and have the freedom to be at your creative best.
Choose your own adventure
Depending on the challenge, thought experiments can take many forms and be crafted in a myriad of ways. There is no perfect formula. Whether you are conjuring up future scenarios, dramatic dilemmas or fantasy situations, the possibilities are endless, limited only by your imagination (no shit, Sherlock).
In recent years thought experiments have become a mainstay here at Everyhow. We use them to setup creative thinking games, to frame innovation workshops, or even as the premise for entire projects. We also use them readily on ourselves. We tend to gravitate towards ‘just-about-believable-alternate-realities’ rather than messing about with the space-time continuum too much.
“Thought experiments are your very own reality-distortion field, your choose-your-own-adventure game“
— Ozan Varul
Here’s six of our tried and tested approaches, together with simple examples you can try out for yourself:
Radical scenarios
Embrace a truly fantastical and utopian parallel universe.
e.g. Imagine an anonymous investor has injected $20m into your business — with no strings attached and no expectations. What would you do with the money? What is the path forward that you might discover?
Dystopian futures
Test your mettle in the face of a unexpected challenge
e.g. Imagine the market for your product or service evaporated overnight. Your hero proposition is suddenly redundant. You must quickly pivot or risk going out of business. What will your next move be?
Outsider perspectives
Adopt the mindset and vantage point of a complete outsider.
e.g. Imagine you‘ve handed your product or service over to a world-renowned innovator in a different category. Maybe it’s Apple, Google or perhaps Canva? They are going to relaunch it and take it to new heights. What might they do?
Heretical moves
Take a deliberately contrarian position to challenge sacred conventions.
e.g. Imagine you will commit to closing your business in 5 years. The business now has an expiry date and the clock is ticking. What will you achieve in the short time you have left? Will you uncover a new sense of purpose as you confront the looming end?
Role reversals
Flip the script and swap a current paradigm with its polar opposite.
e.g. Imagine your business model and profit mindset has been dramatically flipped. If you’re a not-for-profit, you are now a gung-ho commercial business.
If you’re a publicly listed conglomerate, you are now a privately-owned social enterprise. What changes would you implement as you embrace this new reality?
Strait-jackets
Wrestle with an uncomfortably narrow restriction.
e.g. Imagine you have committed to launching a killer product with a humble $5 price point. This may be tens, hundreds or even thousands of times cheaper than your current products or services. So what will you sell? How will you make it work?
Choosing the right kind of thought experiment is one thing, but crafting and designing the perfect scenario for a specific context or challenge is a whole other ball game. The conditions have to be right for thought experiments to genuinely capture the imagination of those participating, and it takes practice to wield the technique effectively. And once you start dialling up the drama with theatrical narratives, parallel universe artefacts and unexpected storyline twists, it can become a creative art form in and of itself.
Thanks for reading.
Paul@everyhow.com
