Page 110 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

about... "Inidy, Add to or delete Ll ► mning the

circles and LISI11r, 4111,1(111'd arrows results in several combi-

nations of words that may suggest actions regarding an ex-

isting product or service. To receive a complete copy of PICL

or the Circles of Creativity, contact Arthur B. VanGundy

Associates, 1700 Winding Ridge Road, Norman, Oklahoma

73072.

SUMMARY OF STEPS

1. Identify the product or service you wish to improve.
2. Take each of the words from the PICL and apply the verbs as

directed to your product or service. Write down the results.
3. Decide which of the possible actions is most feasible.

54/28. RELATEDNESS 101
CREATIVE
Coined by Donald Hambrick, the term "relatedness" refers PROBLEM
to an exercise in which you list all businesses or products SOWING
related to yours to help you think of new products for your TECHNIQUES
company. 43 For example, suppose you own a radio station.
Think of all the businesses even remotely related to yours: 95
newspapers, magazines, TV, cable TV, broadcasting. Now
think of businesses and products related to those: advertis-
ing, printing, publishing, satellite communication. What
new products could your company generate in any of these
businesses?

55/29. RELATIONAL WORDS

The verbal checklist (discussed later in this chapter) is a type
of forced-relationship process. Several other such processes
are worth examining; among them are the use of relational
words, including verbs and prepositions; morphological
analysis; and the focused-object technique. Each requires
matching a set of descriptors against an object, a problem,
another set of descriptors, or set of titles, such as product
names.

Forced-relationship techniques can be used effectively by
artists and writers and by marketers seeking to develop or
name a new product. They can also be used to change some-
thing that already exists or when one is seeking a new and