33 Star Ideas!

1. Your ideal product doesn't exist

2. Tilt Upmarket or Downmarket
3. Affordable Luxuries or indulgences
4. Mass Market < -- > Niche < - - > Ultra Niche
5. Bigger Product < -- > Smaller Product
6. Emotional < - - > Functional
7. "Healthy" < - - > Tempting
What people are "supposed to want" < - - > Feeding their desires
8. Safe < - - > Racy / Rebel
9. Convenience < - - > Purist
Simple / Easy / Fun < - - > Snobbish & Status
10. Saving Time < - - > Extending Time
Less Difficult <--> More Difficult
11. Fixed < - - > Mobile
12. Unisex < - - > Gender Specific
13. Masculine < - - > Feminine
14. Religious or Lifestyle Exclusivity
15. Shift Older < - > Younger
16. Low Service < - - >High Service < - - > Different Service
Remove to Add < - - > Add to Add Features & Benefits
Simplify < - - > Increase Complexity or The Offering
17. DIY < - - > Professional
18. Personalized < - - > Untailored
19. Bundled < - - > Focus < - - > Subtraction
20. Expert < - - > Inexpert Users

33 Star Ideas!
21. Centralize < - - > Decentralize
22. Total Cost < - - > Initial Price
Combine < - - > Break Apart
23. Shift from the 1st Place (Folgers) < - - > 3rd Place (Starbucks!)
24. Shift from 2nd Place < - - > 3rd Place < - - > 1st Place
25. Owned < - - > Rented < - - > Fractionally Owned (egs - Time Shares)
26. Narrowed Expertise < - - > Added Expertise
27. Orchestrating a Supplier Alliance (Boardroom Selling for multiple publishers!)
28. Distribution Channel Shift: Online < - - > Offline < - - > Other?
29. Entrepreneurial Judo: Turn market leaders' strength into a crippling weakness
30. Go Green
31. Ideas from Other Industries
32. Selling Style Shift: One-to-One < - - > Platform < - - > Auction < - - > etc?
33. Ideas from other places!