Chapter 6
The chapter opens with the quote “If at first you don’t succeed, try, try, try again.” and a brief lesson from Thomas H. Palmer. Alex explains the difference between convergent and divergent problem solving. He illustrates convergent thinking with a math problem: three salespeople each handling 100 calls, four calls required per sale, needing 110 sales, calculating that five reps are needed. He notes that convergent problems have fixed variables, a single correct answer, and are binary. In contrast, divergent thinking involves many known and unknown variables, dynamic conditions, and multiple possible solutions, each varying in quality.
To train the reader’s divergent brain, Alex introduces the “brick” exercise. He tells the reader to set a 120‑second timer, think of a brick, and write down as many possible uses as possible—any way the brick could provide value. After the timer, Alex asks the reader to reconsider the brick’s dimensions, material, and shape, prompting even more ideas. He then shares his own exhaustive list, including paper weight, door stop, building material, fish bowl home, plant holder (holed brick), trophy, rustic décor, window breaker, mural component, resistance‑training weight, wedge, pen holder, children’s toy, flotation device (plastic brick), gold brick as payment, stabilizer, value retainer, flagpole holder, seat (jumbo brick), and more.
Alex ties the exercise to offer creation, explaining that every offer consists of “building blocks” that combine to make it irresistible. He argues that by using divergent thinking to enumerate countless value‑adding uses of a core product (the brick), an entrepreneur can craft a Grand Slam Offer tailored to the customer’s desire. The chapter ends with Alex urging the reader to “do it for real,” implying the next step will be applying the brick‑building‑block method to their own business idea.