Avoid the Obvious
Originality demands courage and observation.
The obvious solution is safe but forgettable. True design authority comes from seeing beyond the conventional, discovering solutions others overlook.
Pinterest's visual search engine was born from the insight that users wanted to discover content visually rather than through text-based search—an unconventional approach.
- 01Challenge default solutions and assumptions.
- 02Seek inspiration outside your immediate field.
- 03Test unconventional ideas to find hidden opportunities.
When to Apply
- When the first idea is also the most predictable
- Creating differentiated brands or products
- When competitors all look the same
- Seeking breakthrough creative solutions
- When safe is the enemy
When NOT to Apply
- When the obvious solution is actually best
- When users expect conventions
- In safety-critical contexts
- When novelty would confuse rather than delight
Assessment Criteria — Where Are You?
You can identify obvious solutions. You understand the value of differentiation.
Self-assess honestly — growth requires knowing where you are
The imperative to avoid the obvious challenges designers to push beyond first solutions and conventional approaches. The obvious design may be adequate, but adequacy rarely creates impact.
- 01Unconventional navigation: Breaking expected patterns.
- 02Unexpected materials: Fresh solutions from new resources.
- 03Counter-intuitive layouts: Surprise that works.
- 01Generate at least 10 concepts before choosing.
- 02Actively seek unexpected inspiration sources.
- 03Challenge assumptions in every brief.
- 04Test 'what if we did the opposite?'
- 05Embrace discomfort with unconventional solutions.
Brainstorming Methods
Generate many options
Random Input Techniques
Break conventional thinking
Cross-Industry Inspiration
Look beyond design
Assumption Mapping
Identify and challenge defaults
- →A Technique for Producing Ideas by James Webb Young
- →Creative Confidence by Kelley brothers
- →Lateral Thinking by Edward de Bono
Reflection Prompts
"What is everyone else doing? What's the opposite?"
The opposite of obvious isn't always right, but it's always worth exploring.
"What would I do if I couldn't use my first three ideas?"
Force yourself past the obvious to reach something interesting.
"What's the unexpected angle no one is taking?"
Unique perspectives come from looking where others aren't.
Practice Exercises
Generate 10 solutions to a problem. The first 3-5 are usually obvious. Look at ideas 6-10.
Power Combinations
Synergies — Laws That Amplify This One
Prerequisites — Understand These First
Personalized Analysis
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