Connecting two wholly unrelated items or images of items to each other using creative storytelling - allows the emergence of totally new creative ideas
Capture of creative ideas for e.g. advertisements, campaigns, creative writing
- Items or pictures of items
- Flipchart paper and pens useful
Participants or the facilitator collect a random selection of items or pictures of items.
Lay out the items or pictures of items on a table. Participants connect one item to another in any way they choose, using their imagination and creative thinking.
The participants should lean back and imagine how the items can be connected. The less likely the natural connection is, the higher is the possibility to generate a new creative idea out of the items. For example, one could connect a shirt and a computer or a cactus and a door to each other. A good way to create a connection is through creating a story in which the items could have human characteristics; e.g. the items could talk to each other.
It is important that the participants try to visualize everything as precisely as possible. This can be done by thinking of materials, colors, sounds, aroma, function, time, etc. By thinking of a whole story, it is likely that they will find a funny or absurd connection. In this way, new connections can be build up.
It can be helpful to make notes after 5 minutes of creative thinking in order not to lose the recently generated ideas.
When lots of new ideas of how things can be connected to each other have been created, it is time to make a selection. This can be done by asking colleagues / other participants their opinion e.g. whether they think the idea would interest the client or whether it matches the general idea of the product / service. Furthermore, it is important to think about the practicality or feasibility of the idea. After a first selection, the client could be consulted in order to choose one or two final ideas. It is also useful to use other methods of selection for this.
Potential pitfalls: Too many ideas to choose from; some new ideas may not match the intent of the client / the product service which is to be advertised
Suits open-minded people, participants who are able to think latterly
Source: Sarah Spilker
Derived from: Mario Pricken, "Kribbeln im Kopf", Publisher: Verlag Herman Schmidt, Mainz
History of Development: I read the book "Kribbeln im Kopf" by Mario Pricken in which there was a paragraph about connecting two ideas. To this, I added the activity of generating a detailed story so that visualizing and the imagination are given more space to develop within the thinking process.