The ‘False Faces’ technique (also known as Reversal) forces you to break conventional thought patterns by intentionally reversing assumptions, perspectives, or common practices. By turning a problem upside down or inside out, you uncover novel solutions that were hidden by the status quo.
The Power of the Opposite
When everyone is looking one way, look the other. Reversal challenges the unstated “rules” of your industry.
Define Your Problem
Clearly articulate the challenge you want to solve.
Example: “Improve customer satisfaction for an online retail store.”
List Assumptions
List all the “truths” or “norms” associated with your problem.
- Customers want fast shipping.
- Returns should be easy.
- Website navigation should be intuitive.
Reverse Each One
For every assumption, write down its exact opposite. Don’t worry if it sounds crazy.
- Assumption: Fast shipping. Reversal: Slow shipping (or delayed gratification).
- Assumption: Easy returns. Reversal: Difficult or “impossible” returns.
- Assumption: Intuitive navigation. Reversal: Confusing or “exploratory” navigation.
Find the Opportunity
Ask: “How could this reversed state actually be a benefit?”
- Slow Shipping: Offer a “Green Delivery” discount for choosing a slower, consolidated route.
- Difficult Returns: Create a community exchange platform where users trade unwanted items instead of returning them.
- Exploratory Navigation: Gamify the shopping experience where users “discover” secret deals by exploring the site.
Practice
Problem: “A restaurant wants more customers.” Reversal: “The restaurant shouldn’t serve food.” What could a restaurant provide instead of food that would draw a crowd?