The RuleTwister is a creative tool that leads to breakthrough new ideas by challenging conventions and assumptions regarding an existing product or a category. In this exercise the assumptions and characteristics of a successful product or service are mapped out and then ‘twisted’ to generate breakthrough ideas.

Breakthrough ideas are often not considered because of general accepted conventions within the market or category. Beer is yellow, a can is made out of metal, a bicycle has 2 wheels, etc. Questioning these conventions is difficult because there is natural resistance in the minds of your colleagues. You need a specialized creative method to facilitate this.


An existing product or service is used as the starting point from which, by twisting the rules one at the time, new ideas are generated.


Your team learns not to take current conventions for granted and is able to come up with radically new ideas that break the codes of the category.