Page 82 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

device or cut its. < I ► , change its comprotion. It voti
associated on aspc( I. 01 COMpOSiti011, y011 Might comc up with
words like: "coniputers, "change," "lasers, "fiber optic.
and so on. Eventually, you might develope the cassette tape

or the compact disc.

Like many of the techniques discussed in this hook, this one
depends on your ability to let your mind go (in this case, to
free associate) and to come up with ideas based on thoughts
that are seemingly unrelated. You have to be able to envision
how the results might be applied to the problem. For example,
in the case of devices for carrying music, you need to be able
to envision how the application of "computers" or "lasers"
would lead to a new device such as the compact disc.

SUMMARY OF STEPS

1. List all the attributes or qualities of a problem or object.
2. Free associate on each attribute or group of attributes to generate solu-

tions to or insights into the problem or object.
3. Study the suggested solutions to determine which one is most feasible.
4. Examine the remaining associated words to determine what solutions

they suggest, and then determine which of these is most feasible.

31/5. ATTRIBUTE LISTING 101
CREATIVE
The technique of attribute listing, developed by Professor PROBLEM
Robert Platt Crawford of the University of Nebraska, con- SOLVING
sists of listing all the attributes or qualities of a problem or TECHNIQUES
object.w Then the problem solver systematically analyzes
each attribute or group of attributes and attempts to change 67
them in as many ways as possible. Examples of attributes
include physical attributes, such as color, speed, odor, weight,
size, and mass; social attributes, such as norms, taboos, re-
sponsibilities, leadership, and communication; psychologi-
cal attributes, such as perception, motivation, appearance,
symbolism, self-image, and needs; and other attributes such
as cost, function, length of service, and so on. The applica-
tion of this technique to a common lead pencil is illustrated
in Table 4.1. Although most of the ideas shown are not new
and some aren't very practical, they offer some interesting
possibilities.