Writing > On Creativity > Bluebeard's Key > The Castle 01 02

Analysing thought and thinking techniques 01

(Re)defining the problem : situation analysis • two words • focus flip • function analysis

Mind Mapping : concept challenge • free association • someone else • visit another world • random stimulation

Now lets take a look at The World according to the followers of the MIND. Here we find the cognitive scientists. Proponents of rational thought par excellence. They have studied and analysed thousands of subjects and their thought processes and come up with an amazing amount of acronyms and formulas to help all of us in solving our daily problems.

I put these under the heading of 'Creative Problem Solving', and I find them most useful for the concept seeking phase of advertising practice. The assumption is that knowledge of, and practice in these thinking techniques would be of value to anyone that has to come up with 'creative' solutions on a pressurised daily basis.

The main line of thinking amongst the cognitive scientists and the popular commercial 'creative thinking' gurus involves a rational style or technique that can be acquired. The long-term studies of these techniques and their effectiveness in producing consistently creative concepts and solutions amongst students and the like, have been extremely patchy to say the least. Subjects do perform better in certain tasks once they have been trained in how to approach them, however, most seem to revert back to their habitual thinking habits as soon as the training situation passes.

(Re)defining the problem

The first set of these techniques deals with (re)defining the problem.

Situation Analysis

This technique aids in clarifying the problem situation. Complete the following:

• Essence of the Task;
• Persons and Roles Involved;
• Values / Motivations;
• Situation summary;
• Type of End-Product Desired;
• Ideas and Outcomes Previously Generated;
• Descriptions of an Optimal Solution;
• Acceptance / Approval Needed.
  

Two Words

The Purpose of the Two Words technique is to provide alternative and creative problem statements (redefinitions)

• Start with an inverted statement (In What Way May I...)
  
• Choose any two words (the verb and the object are good starting points, but the words chosen may include adjectives, adverbs etc.)
  
• Generate lists of alternatives for each of the words chosen. (Write the alternatives in two columns.)
  
• Combine a word from the first column with a word from the second. (The combinations may be sequential or random.)
  
• Choose the combination that seems most promising and move to generate alternatives.

Focus flip / Reversal

This technique can be used to provide fresh perspectives on a situation.

• Compose a first person statement.
  
• View the problem from a different point of view, as a different kind of problem, with a different goal in mind, from another person's perspective, as a problem of a different scale.
  
• Try 'reversing' the problem elements by turning the problem front-to-back, first-to-last, upside down, etc.
  
• Compose new problem statements to reflect each new focus.
  
• Choose the most promising problem statements for idea generation.

Function Analysis

Function Analysis, sometimes known as Value Engineering, helps in clarifying the major purpose or goal to be achieved.

• Generate several function statements in the form of 'active verb-noun' combinations. List functions at different levels by sequentially asking 'How?' or 'Why?' or through random generation.
  
• Review the list of functions and determine which one incorporates the goal that you want to work on.
  
• Convert that function statement into a problem definition and generate potential solutions.

Mind Mapping

The second set of mind mapping techniques are broader, including imaginative and non~rational elements:

Concept Challenge

Our mental models structure our sense of the world.
By challenging our concepts and offering alternatives to them, we can gain insights for innovation and transformation.

• List the major features and organising concepts of the current situation. Look at the situation with a fresh perspective and note the elements and relationships that give the situation its current structure and meaning.
  
• List those features that are considered necessary or important from the traditional point of view.
  
• Challenge any or all of the above items by questioning whether they are really valuable or necessary, by generating alternatives to them, by restructuring the situation, etc.
  
• Use any insights as springboards for new ideas and innovative solutions.

Structured free association

Based on the psychological technique of free association, this tool can have surprising value as an idea generation technique.

• Start with a symbol (word, object, etc.) that is directly related to the problem.
  
• Free associate using each newly-generated item as the stimulus for the next item. Develop a sizeable list.
  
• Review the associations and select those that seem to have some interesting connection to the problem.
  
• Use the associations as springboards for insights as to how the problem may be solved.
  

Someone else analogy

One can gain interesting insights simply by taking on the perspective of a person with another role or profession. When a new insight is desired, ask yourself

"How would a .... handle this situation?"

Possible choices include: lion tamer, football player, gardener, detective, rabbi, nurse, dentist, military officer, auto mechanic, carpenter, fisherman, musician, astronaut, chef, actor, artist, teacher, journalist, fashion designer, archaeologist, surgeon, etc

Visit another world

Sometimes considering how a problem would be solved in some other area of life may offer new perspectives and potential solutions. Some 'translation' may be necessary, but when looking for new ideas, consider 'visiting another world'. Some worlds to visit:

Music, dance, espionage, mountaineering, fishing, science fiction, farming, circus, mythology, photography, entertainment, animals, insects, novels, plays, babysitting, computers, space travel, art, Bible, safari, golf, motion pictures, etc.

Random stimulation

De Bono suggests that sometimes the use of random stimulation has the effect of
throwing us out of our normal patterns of thought.

• Randomly select a word, a picture, an object, a symbol, etc.
  
• Use the selected item as the springboard or prompt for ideas to solve the problem. Force yourself to make connections.

Posted 04 August 2006, www.annisnyman.co.za, author: Anni Snyman

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