Create ideas using: New Tasking
How do I figure out what new task to assign to an existing element?
Look at resources you're already using and ask: what else could this do? What unexpected message could this carry? Your packaging, your employees, your product features--they're all currently doing one job. What if they did two? The best new tasks feel obvious once you see them, but nobody thought to do it before.
What if the new task confuses people or dilutes the original purpose?
Then you've assigned a bad task. The new purpose should enhance or complement the original, not compete with it. Test it: does this make the original thing more interesting or just more cluttered? New tasking should create value, not confusion. If it feels forced, it probably is.
Example: How it could look
A coffee shop doesn't just use cups for coffee--they print conversation starters on every cup: interesting questions, local facts, philosophical prompts. The cup becomes a social tool, not just a container. People photograph them, discuss them, share them online. Same cup, new job, massive engagement.
Or like this:
Why is New Tasking a great technique?
New tasking extracts maximum value from existing resources by making them work harder and smarter for your brand.
Increases ROI on resources you already have
Creates surprise through unexpected uses
Maximizes touchpoints without additional cost
Shows creativity and strategic thinking
This works because efficiency is beautiful. When you make one thing do two jobs elegantly, you're not just being clever--you're showing deep understanding of your resources and your message. That resourcefulness is impressive and memorable.
! When not to use the New Tasking Technique
When you're overloading elements with tasks that don't make sense together. Forcing your packaging to be a hat isn't innovation, it's desperation.