Thinking Tool: Turn it Upside Down (T U D)

1. Normal belief: A hospital is a place for sick people. 2. T U D: A hospital is a place for people who are healthy. When we looked at a hospital as a place for people who are healthy, 1. Our base of customers increased to include a vast number of healthy people who come for positive health programs. The positive health theme included the “Well Woman” program, which involved a health and beauty focus: yoga experts, beauticians, and women’s health practitioners helped create a vastly successful program. Preventive health care became a positive activity. 15 check-ups including the heart check, the diabetic check and the child health check were part of the wellness check portfolio. 2. The relationship with customers, which traditionally started on a note of pain, anxiety, and death, began on a happy note. The focus was how to remain healthy and how to face problems. The lifetime relationship, which is the bedrock of direct marketing today, started on a happy, positive note, with wellness as the key. Since then I realized that, thinkers from Plato onwards have developed hundreds of thinking tools which are as easy to learn as the 3R’s - Reading, Writing and Arithmetic. The simplest tools include checklists ranging from Rudyard Kipling’s famous “Five good serving men” (The questions Why, Where, When, Who and How) to Alex Osborne’s 9 Word Checklist.