Simply Ask: “What If?”
Running a small business requires constant creativity, adaptability, and a willingness to think outside the box. It’s easy to fall into routine patterns, but these habits can sometimes limit your ability to innovate and grow. Enter the “What If” exercise—a simple yet powerful tool that can help you break free from conventional thinking, explore new possibilities, and take purposeful action.
What Is the “What If” Exercise?
The “What If” exercise is a brainstorming technique designed to challenge assumptions and explore alternative scenarios. By asking open-ended “What If” questions, you can stretch your imagination, uncover hidden opportunities, and identify solutions that might otherwise remain unexplored. The beauty of this exercise is its versatility; it can be applied to any aspect of your business, from products and services to marketing and operations.
How to Use the “What If” Exercise
1. Define a Focus Area
Start by identifying a specific area of your business that you want to explore. This could be a challenge you’re facing, an aspect you want to improve, or an entirely new idea you’re considering. For example:
Products/Services: How can we diversify or improve our offerings?
Marketing: What new ways can we reach and engage customers?
Customer Experience: How can we deliver more value or stand out in our industry?
2. Ask Open-Ended Questions
Create a list of “What If” questions that challenge traditional approaches or force you to consider unconventional possibilities. For example:
Products/Services: What if we stopped selling our best-performing product? What if we introduced a subscription model?
Marketing: What if we eliminated all paid advertising? What if we only marketed through partnerships?
Customer Experience: What if we let customers name their own price? What if we offered 24/7 support?
3. Explore Without Judgment
Write down all ideas that come to mind, no matter how impractical they seem at first. The goal at this stage is quantity over quality. Creative breakthroughs often emerge from unexpected or seemingly impossible ideas.
4. Refine and Analyze
Review your list of ideas and identify the ones with the most potential. Evaluate them based on feasibility, impact, and alignment with your business goals. Select one or two ideas to test or explore further.
Variations of the “What If” Exercise
To deepen the exercise and maximize its effectiveness, consider these variations:
1. “What If” With Constraints
Add specific limitations to force more creative thinking. For example:
What if we had a $0 marketing budget?
What if we had to double our revenue in 30 days?
2. Opposite “What If”
Flip conventional practices upside down to discover fresh perspectives. For example:
What if we rewarded complaints instead of avoiding them?
What if we reduced our offerings instead of expanding them?
3. Future-Focused “What If”
Imagine long-term scenarios to anticipate changes and opportunities. For example:
What if our industry disappeared in five years?
What if AI replaced 90% of our processes?
4. Team-Based “What If”
Involve your team or trusted peers for a more dynamic brainstorming session. Different perspectives can lead to more diverse and innovative ideas.
Benefits of the “What If” Exercise
The “What If” exercise offers several key benefits for small business owners:
1. Breaks Mental Barriers
It challenges you to step out of routine thinking and consider possibilities you might not have otherwise explored.
2. Encourages Innovation
The exercise can reveal new opportunities, markets, or processes that help you stay ahead of competitors.
3. Builds Agility
By imagining various scenarios, you prepare yourself and your business to adapt to changes more effectively.
4. Sparks Purposeful Action
Once you identify a promising idea, you can create a clear action plan to test and implement it.
Example in Action
Imagine you own a small bakery that’s struggling to stand out in a crowded market. You decide to use the “What If” exercise:
What if we only made gluten-free products?
Could open up a niche market and attract health-conscious customers.
What if we delivered all orders instead of operating a storefront?
Saves on overhead costs and appeals to convenience-driven customers.
What if customers could create their own custom flavor combinations online?
Enhances customer engagement and differentiates your offerings.
What if we partnered with local coffee shops to sell our pastries?
Increases visibility and creates a steady sales channel.
After exploring these ideas, you decide to test delivering orders and offering custom flavors. Both initiatives resonate with your customers and lead to increased sales.
Taking the Next Steps
The “What If” exercise is more than just a brainstorming tool—it’s a mindset. By regularly challenging assumptions and exploring possibilities, you’ll foster a culture of innovation and adaptability in your business. Whether you’re looking to solve a specific problem, improve an existing process, or explore new opportunities, this exercise can help you uncover creative solutions and take purposeful action.
Start small. Dedicate 15 minutes each week to asking “What If” questions about your business. You might be surprised at the ideas and opportunities you discover.