The author explores four approaches to a breakthrough strategy: (1) Contrast. Identify–and challenge–the assumptions undergirding the status quo. (2) Combination. Connect products or services that seem independent from or even in tension with one another. (3) Constraint. Look at limitations in an organization and turn them into strengths. (4) Context. Consider how a similar problem was solved in an entirely different context–surprising insights may emerge.
All of these are elements of the Systematic Inventive Thinking (SIT) methods of ideation…and there are more!Strategy Needs Creativity – Harvard Business Publishing