The method of garlands of chance and associations for finding creative solutions. Method of garlands of associations and accidents

System solution problems Lapygin Yuri Nikolaevich

14.7. Method of garlands of associations

If an idea isn't absurd from the start, then it has no hope.

Albert Einstein

The method of garlands of associations and metaphors is a development of the method focal objects and includes the procedures shown in Fig. 14.8.

First, a definition of synonyms for an object is given, as a result of which a garland of synonyms is formed (for example: table - desk - bureau - music stand...). Then a selection of random nouns occurs, with the help of which a garland of these nouns is generated (for example: pencil - window - floor - lamp...).

All elements of the garland of synonyms are combined with each element of the garland of random nouns. Moreover, some of the combinations represent ideas for solving the problem (for example, a table like a pencil - a table in the form of a window - a table combined with the floor - a table in the form of a lamp...).

Next, a list of attributes is compiled in the form of adjectives for each element of the garland of random nouns, which allows you to form a garland of attributes, for example: wooden pencil - musical - colored - ...; plastic window – transparent – ​​blue – …. Then the elements of the garland of synonyms are combined with the elements of the garlands of attributes, as a result of which ideas for solving the problem may appear, for example: a wooden table (in the form of a tree), a musical table (with a built-in player), a colored table (changing color depending on the time of day or room lighting ).

To generate garlands of free associations, the starting point is each element of the garland of features. The number of garlands of free associations is equal to the number of elements of garlands of attributes. And the garlands themselves are formed by repeatedly asking the question “What does the word... remind you of?” The answer to the question derived from the association is new element garland, which is the starting point for re-posing the question. For example: “What does the word “green” remind you of?” - “About grass.” - “What does the grass remind you of?” - “About the field.” - “What does the field remind you of?” - “About the cold.” Etc. The garland of associations contains the words “grass”, “field”, “cold”.

Combining elements of a garland of synonyms with elements of garlands of free associations allows you to obtain new options for solving a problem.

The need to continue associations is determined based on the results of the analysis of all the resulting solution options. If there are enough solutions, then a choice is made optimal option. Otherwise, secondary garlands are generated, the elements of which are combined with the elements of the synonym garland, resulting in new ideas.

In any case, it is necessary to classify all ideas into irrational (unsuitable, bad), semi-rational (attractive), rational (good). Irrational ideas are discarded, rational ones form the core for choosing the optimal option, and semi-rational ones (which are somehow attractive, but have visible shortcomings) are analyzed again, and then included in the list of irrational or rational ones.

From the book Black PR. Defense and attack in business and beyond author Vuyma Anton

From the book Advertising text. Methodology for compilation and design author Berdyshev Sergey Nikolaevich

From the book The Practice of Advertising Text author Nazaikin Alexander

Appendix Working Dictionary of Associations (Compiled from the “Dictionary of Associative Norms of the Russian Language” and the electronic resource www.busbook.narod.ru) GRANDMOTHER: strong associations - grandfather, old, old, kind, mine, old lady, good, granddaughter, dear; average associations – gray-haired,

From the book iPresentation. Lessons in Persuasion from Apple Leader Steve Jobs by Gallo Carmine

From the book McKinsey Tools. Best practices for solving business problems by Friga Paul

The Kawasaki Method Jobs uses stage props at every performance, usually during demonstrations. In The Macintosh Way, Guy Kawasaki writes that master communicators always give good demonstrations. "A good demonstration doesn't cost much

From the book Marketing: Cheat Sheet author author unknown

The McKinsey Method The McKinsey customer service model focuses on relationships, and the critical factor in customer retention is meeting and exceeding their expectations. Let's look at how the Company achieves this. Plan implementation of recommendations carefully. McKinsey took a long time

From the book Unconscious Branding. Using the latest advances in neurobiology in marketing author Praet Douglas Wang

The McKinsey Method McKinsey people eagerly talked about how they walked the thorny path to success at the Firm. Find yourself a mentor. Take advantage of the experience of others - find someone senior in the organization who can serve as your mentor. Even if in your

From the book Systemic Problem Solving author Lapygin Yuri Nikolaevich

The McKinsey Method McKinseyites often complain that they don't have time to personal life. But they were still able to offer two recommendations on this topic. How to approach business trips. In modern business, travel is indispensable. Try to see interesting things on business trips

The method was proposed by the Soviet researcher G. Ya. Bush. Its goal is to ensure that the developer searches for solutions to inventive problems when there is a lack of information, i.e., when it is impossible to use logical means. In this case, one of the means is the use of chains (garlands) of associations and metaphors, which allows you to make a transition to a new area of ​​knowledge and interpret previously developed ideas in a new way. Thus, the developer’s associative memory acts as a kind of information fund)