Choose an industry (cars, grocery store, cereals, beer, electronics).Identify the hot buttons (motivations) you believe exist for this industry.

Next, choose a brand that competes in the chosen industry.Explain how that brand delivers on the hot buttons ( What are the major segments of that industry? What is the customer motivation by segment? What are the unmet needs?).Develop one new idea for how the brand can improve on a specific motivation.

For example, perhaps I choose grocery stores.I decide what the motivations are for that industry and list them.Next, I determine how Publix serves those motivations (or doesn't serve, as the case may be).I then develop a new idea for how Publix could better address a particular motivations previously identified.