Unlike traditional brainstorming, where the goal is to generate as many ideas as possible, reverse brainstorming involves identifying potential obstacles or problems with a service and developing ways to overcome them. The first step is to identify a specific problem or challenge that the service is facing. For example, the challenge is to improve the delivery time for a meal delivery app. The next step is to flip the problem around and ask, "How could we make the wait time for food delivery even longer?" This may seem counterintuitive, but by looking at the problem in reverse, we can uncover deeper insights and generate more innovative ideas.

For example, we might come up with ideas like:

• Make the delivery fees higher during peak hours to encourage customers to choose non-peak delivery slots.
• Optimize delivery routes and schedules to increase the efficiency of a smaller delivery team.
• Consider partnering with third-party delivery services to reach distant locations without compromising delivery times.
• Use bicycles for short-distance deliveries, while cars can be utilized for longer distances or bulk orders.

Once we have generated a list of ideas using reverse brainstorming, we can rank them based on their potential impact and feasibility.