Negative Idea Generation

Generate great ideas by inventing the worst possible version of your product or service

Solve the opposite problem

Turn the situation upside-down and generate ideas for the new, opposite situation. This is a very powerful and fun method.


  • Present the challenge (e.g. “Create a new shopping cart”).
  • Reformulate the challenge in the negative (“Create the worst possible shopping cart”).
  • Generate ideas to the negative problem: don’t be afraid to generate too many, or to think of even the most ridiculous ones.
  • Transform these ideas to the positive. Don’t just do this translation idea-by-idea, but see if you can combine many negative ideas to generate a single positive solution to the challenge.

Related Test Techniques

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