Thinking Backwards

Sometimes the best way to solve a problem is working it backwards. We used to do this as kids with maze puzzles, and really early on with math; working the problem from the solution to find the beginning. This thought process works today as well because business is about solving problems... sometimes problem people don't even know they have. And there are a few really great business models that use this to the fullest advantage.

Reverse business models are systems are processes that take the "typically" way of doing things and flipping it backwards. For instance I met a guy in a Starbucks a while back that was developing a online system for fashion models to get work without going through an agency. The idea is that a person looking for a fashion model can go online and find the model themselves through a search engine. Instead of the old way of business where the agency hires the model then goes to find the work for them. This business model works in all kinds of industry from real estate, to advertising, and its making it easier for the "end user" to get exactly what they want or having what they want... find them.

A new company that just launched is Balihoo. "The Balihoo search engine enables advertisers and agencies to search for media properties that are most relevant to their advertising campaigns, gather and analyze information about those properties, and interact with media owners to build and execute media plans." Taking the old way of business and turning it around. The media sellers simply put their availability on Balihoo and wait. Balihoo then finds the available ad spots for media buyers based on their ad properties quicker and more effectively. Genius.

I've seen reverse thinking also take place in the advertising itself. Reminding the consumer of the end result before they get there. Telling them what they want (or in the case of my example, what they don't want) before they realize they have it. Guinness Beer produced a verity of specialty pint glasses and bottles for pubs to convey an anti-drunk driving message.

Thinking backwards stretches the imagination. A few great businesses have come out of it, and I'm sure there are many more. In any case, changing up the way some business is done is a good practice. Sometimes you find the "backwards" way is the most forward thinking.