Assumptions can hide brilliant ideas. Lifting some conditions that seem permanent and unchangeable can unleash a flood of new ways to think about your challenge. What if packages could be sent and received overnight? When Fred Smith founded Federal Express in 1971 most people assumed that overnight package delivery was not feasible. What if we made a less sticky glue? Before Post It Notes®, most people assumed that the ideal glue product is one that sticks permanently. List all of the assumptions you have about your challenge. Then ask yourself what would happen if those conditions did not exist. Use your "what if" statements to generate new ideas to solve your challenge.