4. Exploring Themes
What You Will Learn
• Themes are the lifeblood of thematic similarity. Which kinds of themes are out there, and how can they be recognized or created?
• How can themes be classified and combined to create new business opportunities?
• How can we develop completely new themes?
Clearly, themes play a central role in the universe of Thematic Thinking. But what actually is a “theme”? In the preceding chapter, we introduced an abstract definition: a theme is an idea unifying two or more entities (products, services, brands and new product categories, and so on). This chapter goes more into detail with regard to the differences between various kinds of themes. We reveal the characteristics of themes and how these differences lead ...
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