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1234 : STEP TWO – GENERATING NEW IDEAS

which combined the service of providing information on complex
phone tariffs with a wide range of mobile phones.

We will see later in this chapter how analogical thinking, among other
techniques, has contributed to such other long-lasting combinations as
Gutenberg’s printing press (which combined the grape press and the
coin punch), the military amphibious landing craft (combining a boat
with a lorry), the world’s first ‘Pleasure Wheel’ in Chicago (combined by
George Washington Gale Ferris Jr in 1893 from the chair and the wheel)
and resealable food storage bags (combining the concept of a zip with
the humble plastic bag).

focus on the process The technique of combinations focuses on

the process of combining things to suggest new product ideas. We
explore two types of technique in particular – morphological analysis
and force-fitting.

the technique of combinations focuses on
the process of combining things to suggest
new product ideas

Morphological analysis offers structured methods of ensuring that you
systematically consider all possible angles within a market as currently
defined. It is an excellent technique for spotting market gaps and for
generating ideas for product and service extensions. It sits well
alongside analysis of the customer journey and observation of user
behaviour.

Force-fitting, on the other hand, is a more provocative and right-brain
way of juxtaposing apparently unrelated items to spark off completely
new and unexpected directions. It is similar in principle to the use of
stimulus materials, which allow elements which may or may not be
related to be ‘interrogated’ for innovative solutions.

We will deal with each of the two types in turn.

morphological analysis Despite its daunting name, morphological

analysis is an important element in the range of mental workouts. It
involves structuring markets or opportunities into a clear graphic
representation so that you can study their composition, consider all the