ABSTRACT
Contrarian is a Tier 2 Method (T2M) used to evaluate whether a component of a starting point can be replaced by a component that is opposite in some respects to the original component to increase the solution’s value. Typically, this T2M leads to ending points that satisfy the same type, but not necessarily the exact same customer needs as the starting point. This chapter discusses 7 T3Ms organized based on the specific search variables into four categories. The first category focus on changing an established norm and deriving value from the new norm. The second category focus on creating a better solution compared with the starting point. The third category focus on creating a new experience for existing customers or a solution for new customers. The fourth category focuses on creating complementary solutions that are meant to be used in conjunction with the starting point.
