You've heard the stories about how chance, an accident or a
mistake led to valuable inventions-penicillin, Velcro and Post-It
Notes are just a few. But you don't have to rely on fate to
provide inspiration. You can create conditions that spark new ideas
any time by using creativity techniques such as the novel
prompt.
Once you've clarified the ideas you're looking for-say,
a spinoff of a highly successful product or ideas for a new ad
campaign-introduce a novel and unlikely prompt as a catalyst for
the free association of ideas. After you generate lots of ideas,
sort and refine them into practical and innovative actions.
A novel prompt can be anything: a word, an object, a fantasy, a
color. The theory behind this technique is that by using something
unusual to launch your thinking, you'll generate ideas you
wouldn't otherwise.
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Many people find objects are the most evocative prompts. You can
use one or more objects for this exercise. The following example
uses three.
Place a mask, a bell and a moveable child's toy (or any
objects you like) on the table in clear view. Notice everything you
can about each object: its function, color, shape, texture. Focus
on only one object or each in turn, or the objects in relation to
each other. List the qualities of the objects and then see what
they suggest to you, or think about the function of the object and
see what that generates.
For example, if you're trying to generate new marketing
strategies, the mask might suggest what people don't know about
your product or service; the bell may evoke ideas about the reach
and clarity of your message. The child's toy may be green,
which reminds you of spring, and that prompts the idea of doing a
special promotion. Let your ideas flow freely.
Don't stop until you come up with at least 10 ideas. When
you first begin to free-associate, it may seem difficult to come up
with that many, but keep going. This forces you to move past your
limiting judgments about what is appropriate or possible. You never
know what will work or what will spark another idea that might
work. Remember, in this generating stage, the ideas that come to
you don't have to be realistic. You want to go for volume.
Quality control comes later.
By using the novel prompt technique, inspiration no longer has
to depend on chance.
How have your creative practices helped your business? Share
your comments with us by e-mailing the author at the address
below.
Juanita Weaver is a creativity consultant and coach. Contact
her at juanita@juanitaweaver.com.