Generating InsightExercise Creativity1. Get your story straight2. Use the engines of Conversational Capital as your guide3. Multiply your cultural references4. Ask yourself where you can create the most market discontinuity5. Challenge the status quo6. Manipulate time7. Ride the engines of Conversational Capital like a team of horses from hell8. Borrow from other categories9. Spot the unfulfilled need10. When in doubt, improvise