When to use?

The new connection technique is used to pursue a large quantity of ideas and make connections between the ideas. It is also used to tap into the participants' imagination by combining and recombining different ideas or concepts to make new relationships. This technique proves to be most useful when the group is faced with a challenge that is similar to that of other departments, groups, organizations, or industries. This technique allows industries that on the surface have little in common, to connect and learn from each other. Groups that are looking to implement new and innovative ways of handling the commonplace and often mundane issues can greatly benefit from this type of creative technique.

How to use?

The basic premise of the new connection technique is that great ideas already exist somewhere else in the universe; find them and adopt them; find out what others are doing well. This technique encourages participants to use their imaginations to find more than one use for a product or service, to do the opposite of what is expected, and to push the boundaries of what is ordinary. New connections can be implemented by having participants initially look within their own organization to ensure that they are not "reinventing the wheel." Next, they should study competitor's products and services and also keep and eye out for emerging competitors in other countries that may be imported soon. Finally, the participants should look to outside industries for new ideas, and concentrate on bringing those ideas into the industry before anyone else can. This idea of "off road thinking" or cross-industry learning can bring out many creative ideas.

Examples:

1. Banks using the same numbering system as bakeries and delis in order to serve their clients better.

2. Theater designers adopting Nike shoe air-pump technology in their seat design so that customers could pump up their seats.

Diverse objects and ideas should be combined. it is important to look for combinations and links using such things as current movies or fashion as the basis for new ad proposals.

So what?

The new connection technique should be practiced on a daily basis by combining ordinary objects. Seemingly unrelated stimuli can be forced into a combination with the product or service in question. This technique challenges participants to open their minds to the possibilities of a world in which extremely difficult objects or services can be brought together to result in an enhancement of each.