Movie pitches are High Concept taglines thrown at producers by scriptwriters and other movie developers looking for funding. They’re meant to put an idea into some concrete form that’s understandable by the recipient.
This can result in some pretty awful high concepts that sometimes generate much laughter. But the best of them are quite good. For example:
“Jaws in space!” (Alien)
“A bus with a bomb!” (Speed)
“Snakes on a plane!” (Need we say more?)
“A serial killer who bases murders on the seven deadly sins!” (Se7en)
“Human adopted by elves seeks his roots” (Elf)
Over at Venture Hacks, they suggested this technique to technology entrepreneurs to catch investors’ attention instead of the often boring elevator pitch. This turned up:
“Friendster for dogs” (Dogster)
“Flickr for video” (YouTube)
“We network networks” (Cisco)
“Massively Multiplayer Online Learning” (Grockit)
“The entrepreneurs behind the entrepreneurs” (Sequoia)
I have used this method when creating marketing strategies, and have found it can be effective at getting people off the deadly “here’s how my product works” track so loved by product developers. Instead, it generates marketing concepts that will excite potential buyers.
So it seems to me this could also be a good method when a team is trying to solve a problem, or generate ideas for innovation. Certainly it would be a lot more fun than some of the more ponderous processes that are commonly used.
Basically, the movie pitch method uses juxtaposition thinking. It jams one concept with another, unrelated, concept to arrive at a completely different concept.
For example, let’s say you’re trying to come up with an innovative business model that might power you to some kind of Blue Ocean strategy (in which you create uncontested market space). How about:
“The Dell Computer of Training” (Supply Chain + Sales Channels)
“The Cirque du Soleil of Process Consulting” ( Entertainment + Knowledge)
“The Minivan of Media” (Multifunctionalism + Information Distribution)
Not all of these movie pitch results are going to be winners. (Looking at my examples, some might say that none of them will be. I’ll soldier on anyway).
But if you increasingly focus on your particular problem, and generate several of these pitches, there’s bound to be a couple that will lead to some breakthrough thinking.