"You're known as the systems guy. Do you have a system for generating ideas when a business is stuck, or even starting to flatline? How can someone replicate that to breathe new life into their own business? Michalowicz: Absolutely. Idea generation is a skill, not a talent. And like any skill, it gets better with practice. The best way to start is by using a method to structure your brainstorming, especially when you're learning to flex that creative muscle."
"If you aren't sure what to fix first, I use a tool called DuMbO: Desire, Understanding, Method, Belief, Outcome. I start by asking: what does the customer want (Desire) versus what are they actually getting (Outcome)? If there's a mismatch, then I check the Method of delivering my product or service. (I'll explain that below.) If the Method works fine, then the real block might be that customers don't Understand how to use it, or don't Believe it will work for them."
"Example: A meal prep business is struggling with retention. Your customers Desire healthy meals in minutes, but the Outcome is that prep still feels too long. The Method is shipping them raw ingredients - and while that may technically deliver the healthy meals they desire, your customers might not Understand how to prep these meals efficiently, or they don't Believe it truly saves time. Either way, that means they'll quit your service."
Set aside four minutes to generate as many ideas as possible for a specific business problem. Idea generation is a skill that improves with structured practice. Use the DuMbO framework—Desire, Understanding, Method, Belief, Outcome—to diagnose mismatches between what customers want and what they receive. Test the Method of delivery; if it is sound, check whether customers understand usage or believe it works. Use rapid techniques like random mashups to force creativity. Apply solutions that address the identified gap—simplify delivery, improve instruction, or build belief—to boost retention and unlock growth.
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