Concept - Lateral thinking workshop

A workshop in lateral thinking.


Good is .......The English Sweetie Apple


1 What makes it good?

• Grown in English orchards
• Travels a short distance before you eat it
• Picked one day, eaten the next - 'FRESH'
• Pedigree -Cross between a Gala & Braeburn, sister of Jazz
• Sweet, Crisp & Juicy

2 Who would find it good?

• Apple eaters who want to source locally
• Sellers who want to source locally
• 'Sweetie' may appeal to children
• Sellers who want a product with a long shelf life
• Apple eaters who go for 'good lookin' apples

3.Who wouldn't find it good?

• Adults aged 21 to 50 who have learned through experience that they dislike British apples
• Sellers who may not take a risk on a new product
• Adults aged 21 to 50 who don't eat or like apples
• Adults aged 21 to 50 who buy their favourite variety and don't like change

4.The English Sweetie apple is so good it is be better than a Pink lady apple because:

• Fresh
• Not travelled between 5000 and 11,500 miles before you eat it
• Grown in English orchards
• English apples have less pesticides and fungicides due to strict regulation by DEFRA and FSA
• Its better looking
• Available between Sept and December
• It supports English orchards and ecosytems (Bees)

5 If my Sweetie apple had a profession it would be :

• An Olympic athlete
• A Super Model
• A Grandslam Tennis player
• A premiership footballer
• A Navy seal

6 if my Sweeties apple was a celebrity they would be:

• Pippa Middleton
• Kiera Knightly
• Bonnie Wright
• Gemma Arteton
• Elle Macperherson

7 If my Sweetie apple were a place they would be :

• Kent - The garden of England
• The Forest of Bowland
• Herefordshire
• Harrogate
• Palperro

8 If my Sweetie apple were an event it would be

• The London Half Marathon
• Olham Athletic beating Manchester United
• A Health exhibition
• Celebrity Masterchef

9 If your good was a product what would it be:

• IPhone 5

We then chose the 9 answers to focus and be more specific for a pin up.

Good is .... The English Sweeties Apple

1. Sweet, crisp & Juicy

2. Apple eaters who want to source locally

3. Adults aged 21-50 years who dont like/eat English Apples

4. Its grown in English orchards

5. An Actor

6. Kiera Knightly

7. England on a sunny day

8. I-phone 5

The re-thought list came out as follows:

Good is....An English 'Sweeties' apple

1. Sweet, Crisp & Juicy - Because it is 

2. Apple eaters who want to buy and eat local

3. Imported apple eaters with a favourite brand ie pink lady, Golden Delicious

4.  The Sweetie Apple is so good it is better than a Pink lady because it has not travelled 11,500 miles before your eat it

5. The profession an Olympic Athlete - Young, healthy and perfectly formed

6.  Bonnie Wright - Fresh faced, talented & Beautiful

7. The place would be Kent - The Garden of England in Autumn or Spring because Sunshine, 

8.  The event would be the London half marathon end of September- Promotes heath, wellbeing & fitness

9.  The product would be an Iphone 5 - The latest gadget on the horizon with new improved feature- Slick, shiney and New


From this we had to identify a brand or identity or logo relating to each statement or word.