There are six people in the room. They're sitting at the table. Each of them has a hat of a different color on their head. In the center of the table lies a pen. Objectively, it is not distinguished by anything characteristic, oh, simple, ordinary object. However, each of these people sees him from a different perspective, because they look for qualities in him that they would like to find in him - a different way of thinking is marked by a different color of the hat. Therefore, if we wanted to sell this pen to all six people, we would have to show each of them the other advantages of this product.
All Mad Hatter hats
The method of 6 thought hats was created by Edward de Bono. He noted that having six people in a team looking at a given case from different sides, it is possible not only to catch all the shortcomings of our project very quickly, but also to adapt it to a wide range of requirements of the audience. So he attributed the attitude of the recipient to a particular hat. Let's imagine that each color is a different kind of customer. Who is sitting at our table?
White Hat — a rationalist who makes decisions only on the basis of reliable information and figures. Therefore, even if we take him to the end of the rainbow and acquaint him with the dwarf guarding the pot of gold, he will first carefully check whether the gold comes from a legitimate source and whether the dwarf has the appropriate papers.
Red Hat — It is driven by emotions. If he sees something more or less for himself on the store shelf, then he will not analyze, but will throw it into the basket, hunting further. He just does what he feels.
Black Hat A skeptic who sees everything in black. Critically evaluates and looks for the weaknesses of our product, but based on its actual characteristics.
Yellow Hat — optimist. He tries to find positive qualities in the product and support them with logical arguments. Usually he is a loyal fan of our brand, who may not tattoo its logo on his body, because he is not blinded by love, but loves rationally.
Green Hat — an individualist who appreciates everything new, innovative and tailor-made. If we personalize our products, we will surely hit his green taste.
Blue Hat He keeps his hand on the pulse. If he goes shopping with his family, it is she who goes to the side and comments on the products that are put in the cart - which he keeps.
Before leaving the house, put on a hat
Let's go back for a moment to our table, at which six people are sitting in hats. This time it is not our customers, but our team, who have stepped into the role of customers. They compliment, criticize, point out and praise - and all before the product has even had time to be created, go outside and make any impression. In this way, we are ahead of any opinion about it and we can count on the fact that customers will appreciate its quality and kindly lift their hat on the next contact with us.
