The document describes the "What If Technique" for generating innovative ideas. It recommends starting with a broad problem area, identifying cliches and the status quo, then asking "What if?" questions without censoring ideas. Users are guided through writing questions for 3 minutes, sharing ideas, then repeating the process to refine questions into opportunities and developed concepts. The goal is disruptive thinking outside constraints to pursue unexpected solutions. The technique is illustrated by reimagining laundromats more positively as luxurious social spaces.

1. Motivate Design presents
THE WHAT I F TECHNIQUE™
(Working on it)
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

2. WHY “what if ” ?
We are so glad you asked!
goal = innovate, then. . .
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

3. WHY “what if ” ?
We are so glad you asked!
goal = innovate, then. . .
incremental change = incremental growth
disruptive thinking = a big difference
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

4. warning: thi s is hard
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

5. THI S I S HARD
Thinking disruptively is a disruptive thing to do.
“why?” you ask. . .
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN

6. Successful companies
often have an aversion
to risk
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

7. Employees are rewarded
to not be disruptive
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

8. Business leaders often
lack the training to
think disruptively
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

9. BUT , IT iS POSSIBLE
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN

10. SO , WHERE DO YOU START ?

11. step one
Sta rt with a broad view
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN

12. step one
Sta rt with a broad view
Locate an area in which everyone seems
to be stuck and nothing has changed in
a very long time
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN

13. step one
Sta rt with a broad view
Locate an area in which everyone seems
to be stuck and nothing has changed in
a very long time
. . .an area where profit performance
is average. it really should be more
successful, more lucrative.
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN

14. Look for clichés
identi fy the Status Quo
Or any overused attributes that lack original thinking
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

15. ex. laundromats
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

16. THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

17. CLICHé:
LAUNDR omATS ARE DEPRESSING !
CLICHé:
LAUNDR oMATS ARE DIRTY !
CLICHé:
THERE are BAD , FLUORESCENT LIGHTS
CLICHé:
THEY ARE OUT -DATED & WEIRD
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

18. define your sit uation
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN
ste p tw o
“I want to disrupt the competitive landscape
of [insert your situati on] by delivering
an unexpected solution.”

19. THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN
step three
as k “what if ? ”

20. ready to try it out ?
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

21. step one
Grab a Post-It pack and a marker
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN

22. ste p tw o
For three minutes, write as many “what ifs” as you can!
this step is about quantity–not quality!
write, write, write!
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN

23. step three
Share all of them, one by one–popcorn style!
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

24. step three
Share all of them, one by one–popcorn style!
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN
step four: repeat

25. step three
Share all of them, one by one–popcorn style!
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN
step four: repeat
step five: repeat again

26. ste p si x
One last time! Three minutes of total “what if” madness!
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN

27. here are some of ours !
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

28. laundromats were fun? relaxing? cool?
what if they were luxurious & exciting?
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN
WHAT IF. . .
(Just a few of our ideas!)

29. laundromats were fun? relaxing? cool?
what if they were luxurious & exciting?
they were places to be
productive? or social?
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN
WHAT IF. . .
(Just a few of our ideas!)

30. WHAT IF. . .
laundry mats were fun? relaxing? cool?
what if they were luxurious & exciting?
they were places to be
productive? or social?
they were places to take
YOUR KIDS ? OR YOUR PETS ?
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN
(Just a few of our ideas!)

31. Have you made observations?
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

32. Have you made observations?
Have you located some insights?
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

33. Have you made observations?
Have you located some insights?
Do you have your “what if” hypothesis?
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

34. ARE YOU READY FOR MORE ?
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

35. OPPO RTUN ITy
Discuss different parts of an opportunity: audience, advantage, & gap.
fill in the blanks!
“There’s an opportunity to provide [who]
with [what advantage] that [fills A gap.]”
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN

36. OPPO RTUN ITy
Frame your opportunity in a super concise way.
EXAMPLE :
“There’s an opportunity to provide URBAN
DWELLERS with AN AWESO ME LA UNDR Y EXPERIEN CE
that IS VER Y ECO-FRIENDL Y.”
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN

37. DEVELOPM ENT
Incorporate your “what ifs” and your opportunity...
what if. . .
the laundromat also had a hair salon?
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN

38. DEVELOPM ENT
...This will result in more developed, discernable ideas
what if. . .
the laundromat also had a hair salon?
the laundromat offered local, eco-friendly
products?
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN

39. DEVELOPM ENT
Keep developing and pushing your ideas
what if. . .
the laundromat also had a hair salon?
the laundromat offered local, eco-friendly
products?
there was a bar in back,
speak-easy style?
THE “WHAT I F ” M E THOD @MOT IVATE _ DE S IGN

40. ARE YOU FOR REAL ?
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

41. THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN Copyright: Spin Laundry Lounge

42. THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN Copyright: Spin Laundry Lounge

43. THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN Copyright: Spin Laundry Lounge

44. “Morgan Gary’s primary mission
in creating Spin Laundry Lounge
was to reimagine the entire
laundromat experience.”
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN
Copyright: Spin Laundry Lounge

45. STAY CURIOUS
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN

46. ALWAYS ASK THE WHAT IF’S!
What If every Uber car was a Tesla?
What if laundromats served wine?
What if fish was the most popular breakfast food?
What if we helped you unleash the What If Technique on your problem spaces and goals?
Learn more about us at www.motivatedesign.com
We’d love to hear from you and help you discover #WhatIf for your
company, team, product, and more.
You can reach us at (646) 400-5108 and hello@motivatedesign.com
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN
Tweet your #WhatIf to @Motivate_Design

47. PHOTO CREDITS
Page 4: “warning sign” by Robert Couse-Baker via Flickr (BY )
Page 15: “Laundry Mat” by Carsten Schertzer via Flickr (BY )
Page 16: Untitled by Samantha Jade Royds via Flickr (BY )
“secadoras” by David Cohen via Flickr (BY-NC-ND)
“Sustainable Broadband Access at Laundry Mat in the Western Suburbs
of a Large City” by Daniel X. O’Neil via Flickr (BY )
“ I ’m here for the Million Dollar Giveaway” by Terrell Woods via Flickr
(BY-NC-ND)
Page 23-25: “Popcorn” by cyclonebill via Flickr (BY-SA)
Page 28-30: “overWash” by Rubin Starset via Flickr (BY-NC-SA)
Page 36: “Laundry Day” by Araceli Arroyo via Flickr (BY-NC-ND)
Page 37-39: “Spin Cycle-9/365” by Andreanna Moya via Flickr (BY )
Page 41-44: Copyright Spin Laundry Lounge via spinlaundrylounge.com
THE “WHAT IF” TECHNIQUE @MOT IVATE _ DE S IGN