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1394 : STEP TWO – GENERATING NEW IDEAS

natural solutions Often nature provides the answer, or at least

the inspiration, to problems and issues in real life because the
underlying principle or approach can be translated across. This sub-set
of analogical thinking is termed bionics. Nature’s solutions have
spurred products as diverse as Velcro, the heat-seeking technology of
the side-winder missile, the Millennium Bridge in Newcastle and
Pringles crisps.

Sometimes the analogy will just present itself by chance and then it is
up to your open and receptive mind to perceive its value. More often
than not, however, it will be up to you to undertake a structured search
for analogies, following up the best with divergent exploration for
further ideas.

We will discuss in turn a number of different techniques for actively
exploiting the power of analogies. The techniques progress from a
relatively high level of abstraction, investigating how underlying
principles can be transferred, to a greater level of detail at the process
or component level.

transferring an underlying principle Computer expert Sir

Godfrey Hounsfield was deployed in EMI Ltd on a computerised
pattern-recognition project when he observed that if he were able to
take readings which could detect the presence of materials from all
angles through a box, in three dimensions, he would be able to
determine what was in the box without opening it.

Hounsfield transferred the underlying principle of looking inside
something without opening it to the human body. Using technologies
including X-rays, which had been discovered in 1895, Hounsfield went
on to create the computerised axial tomography (CAT) scanner. This
device constructs a three-dimensional image of the human body,
eliminating the need for much exploratory surgery.

A number of further analogical uses have been found for the CAT
scanner, not least by Customs and Excise inspectors at ports of entry,
who are able to restrict their physical search for contraband to those
containers which scanning technology suggests merit closer inspection.

mapping the way to indestructible books for children A father
of three young children, Simon Rosenheim had been in publishing for
15 years when he launched a range of physically indestructible