It starts with thinking in terms of a different context--a task that can be quite difficult when you've always thought about your laptop repair client's Unique Value Proposition (UVP) in terms of
tech-savvy females aged 18-25, for example. Those digerati chicks may be your client's prime target, but try thinking about the UVP from the perspective of a 6th grader, or even your grandmother.
"Describe things through metaphor or parable, then pay attention to what doesn't "map" well from one idea to another--especially things that strike you as odd or comical when placed into this new context," Sexton says. "The 'that's funny' moments will become your portal to an outsider's perspective."