Besides milk, what is white?

Besides milk, what is white? You may think of steamed bread, washing powder and other items, but after listing them one by one, you will find a magical phenomenon. You can think of no more than ten. Don't be surprised. The same was true when I first faced this problem, because the word "milk" limited our imagination and limited our thinking to daily necessities. If the initial question is "What is white?" You will think of many things, such as ivory, walls, sinks, paper, floors, toilets, teeth, skin, tofu, waves, moonlight, you can see, literally more than ten kinds.

Life is like this. Without knowing it, it puts chains on us and limits our imagination. The famous beer brand Schultz was once on the verge of bankruptcy. Unfortunately, just when the boss was at a loss, he met Hopkins, the advertising master, on the train. They hit it off and had a good talk. After learning about the boss's predicament, Hopkins said that he could advertise to the boss for free, holding a dead horse as a living horse doctor, and the boss took Hopkins to visit the brewery. For Hopkins, everything about the brewery made him curious. It turns out that beer production needs to go through so many complicated processes, and he suddenly thought of such an advertisement: "Before canning, every bottle of Schultz beer must be blown with high-temperature pure oxygen to ensure the pure taste."

Hearing this advertisement, the boss's heart cooled by half, complaining: Don't be ridiculous, you are sure to be killed by this advertisement. Everyone in the industry knows that beer needs to be blown with high temperature and pure oxygen before it can be canned. What kind of selling point is this?

As a result, after the advertisement was published, the effect surprised the boss and his winery really came back to life.

Many times, like this brewery owner, we are limited by our own thinking and it is difficult to jump out. Common sense that we take for granted may be an unexpected selling point to others.

So we need to communicate with people outside the industry or people living in different environments from time to time. Maybe their casual words can give us many surprises and inspirations. Similarly, our casual words may bring good luck to others.

Title picture: Nikolai Chernichenko

Ownership authorization basis: CCO agreement