I was an economics major, so I often start with a form of an equation to describe and visualize consumer actions...then the fun part is figuring what are the variables that can be adjusted to meet customer needs. I know, sounds not creative, but I have found it to be a base of generating lots of ideas. We used this model once to knock off the leading brand when we were # 3. #1 launched a new product with an ingredient not approved in the USA. We could not get a better product made quickly. After reviewing the variables, we realized the FDA would want to know about this...of course we waited until they had 70% ACV distribution...not sexy but effective in saving our market share.