I have recently read a presentation entitled "Reverse Businesses" that Ali Anani posted on SlideShare. Rarely I found a presentation so full with clever and useful ideas! I was so impressed that I decided to write a post (and now, a presentation!) about it. Three are the greatest lessons learned that I've received from Ali Anani's presentation:

First, that transforming/distorting a "problem" inspires innovative ways to reshape and tackle it. Reversing the context is in fact a concept quite close to that of the metaphor. Both reverse thinking and metaphors "shift" the discourse to a seemingly "distant" domain; and this allows us to see it from a different viewpoint -- with new and fresh "eyes", so to say. This is a very important and very helpful "tool" in my opinion.

A second important aspect regards the vendor/clients relationship. The traditional paradigm, with the vendor "bombarding" the clients with advertisement, is reversed here and replaced by the establishing of a win-win mutualistic relationship. The negative message -- the SPAM -- is replaced here by an exchange of services: vendor and clients help each other, the same way the natural kingdoms of plantae and animalia mutually contribute to each other's welfare. The revolutionary message in this presentation is then the idea to create such a business ecosystem!

The final lesson is that a key aspect in any message is the "anchor": the ability to reach the public and making them aware of a product, or an idea, is a key aspect towards success. The example you provide of a repulsive message made me think of a comic book character called Otto Sump, who becomes a multimillionaire by selling products that make people look... ugly! (His creator, comic book writer John Wagner, is another of my "heroes"...)

I strongly suggest you to watch Ali Anani's wonderful presentation! My thanks to the Author for sharing it!