When we talk about innovation and creative thinking, we are often looking for the “best” idea. But what’s interesting is that the opposite of a good idea isn’t necessarily a bad idea. In fact, the opposite of a good idea is often another good idea. The real trap is not in the opposites, but in the half-baked compromises – the so-called middle ground – where you try to please everyone but end up with something that is boring and bland.
Here are some examples of how it works in practice and why it might be wise to look for opposites of already good ideas to find the next big innovation.
Example 1: Smartphone and “unsmart” phone
Consider the smartphone, one of the most revolutionary innovations of recent decades. Packed with features, apps, internet connection, camera and much more. A brilliant idea, isn’t it? But what is the opposite of a smartphone? A stupid phone. A phone that doesn’t have any of these niceties, that doesn’t try to be all-in-one, but is simple, robust and does just one thing: it makes calls. At first glance, this seems like a setback, but it actually turns out to be another brilliant idea.
Phones designed for older people, with large buttons and clear functions, are examples of how the opposite of a high-tech product can be at least as valuable. Extremely easy to use, these phones have a very specific market and have proven to be among the most profitable in their niche. What does not work as well, however, is a smartphone that is a little worse – a semi-smartphone. A phone that doesn’t have quite as much power or features as a state-of-the-art smartphone, but still tries to be one. This is where the middle ground becomes boring, because no one is truly satisfied. Either you want full functionality or simplicity, not a pale copy of a better idea.
Example 2: Pub or library? Why not both?
Think of a pub – a place where people gather to socialize, drink something good and maybe relax after a long day. Now imagine a library – a quiet and peaceful environment where people immerse themselves in books and seek knowledge. At first thought, these two places may appear to be complete opposites. But here also lies the potential for two really good ideas.
Think of a pub in a library. It may sound odd, but there are examples where this concept has worked. A relaxed atmosphere where you can read a book while enjoying a drink can be a really lovely experience for those looking for something different from the traditional pub environment. At the same time, you can imagine the opposite – a library in a pub. Here we also have an exciting concept, where people can enjoy good drinks and at the same time have access to books, magazines or maybe even author events. Both of these combinations have the potential to be successful because they offer something different and memorable.
However, a compromise between these two ideas – for example a bar that tries to be a bit quiet and at the same time a bit noisy – is rarely something that attracts. There is no real focus and thus loses its charm.
Example 3: Luxury cars and cheap small cars
We can also look at the automotive industry. A luxury car, packed with technology, amenities and high performance, is a good idea for those who want a premium level. On the other side of the spectrum we have a simple and cheap small car, designed to be economical and functional, which is also a great idea for those who just need a reliable and affordable transport. But what happens when you try to meet in the middle? A car that tries to be a bit luxurious, but not quite up to the same standard, and at the same time is a bit cheap but still not quite affordable – in other words, a mediocre compromise. It’s rarely this middle ground that gets people excited or feeling like they’ve made a good deal.
Example 4: Luxury hotels and hostels
Similar thinking can be applied to the hotel industry. A luxury hotel offers maximum comfort, service and exclusivity. It’s an idea that appeals to those seeking a premium experience. The opposite would be a hostel, where simplicity, affordability and a social community are central. Both are great ideas, but what happens when you try to create a hotel that is “a bit luxurious” but not quite? Or a hostel that tries to be a little too exclusive? This middle ground rarely appeals to any specific target group – it is too expensive for the budget traveler and not luxurious enough for the premium customer.
Look for opposites – find new good ideas
Sometimes the best ideas lie in opposites. When we try to compromise to find a balance between different concepts, we risk creating something that nobody really wants – a boring middle ground. Instead, we should dare to explore what happens when we go to extremes. By thinking in opposites, and asking the question “What is the opposite of this good idea?”, we can find new exciting concepts. Sometimes the brilliance lies precisely in going the other way and creating something completely unexpected – another good idea.
