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Simple & Pragmatic Problem Solving
#30Chapter 5: Individual Creative Option Generation• Individual Creative OptionsCreative ThinkingIndividual and Group Mode30-60 min(Fast)

Attribute Association Chains

From the book "Advanced Problem-Solving Toolbox: 115 Creative Plays" | Compiled & Edited by: Mojtaba Goudarzi, Open translation: Mehrshid Goudarzi
Executive Synopsis & Core Logic:

Dissecting the specifications of a product/service and releasing the free chain of association for individual features to leapfrog future innovations.

Operational Parameters & Specifications

Category
Individual Creative Options
Dominant Thinking
Creative
Participation
Individual and Group
Estimated TimeFast
30-60 min
Fast
Input Format
Features and Concepts
Output Format
Idea Generation
Key Application
The transformation of the generation of hardware and software products, the redesign of urban services, and the reduction of the cost of public services.
Core Differentiator:

Combining the Attribute Listing engineering technique with the boundless freedom of free word association.

Quick Field Example:

The evolution of the phonograph and record player with the characteristic association of composition (light, flexible, thin) that led to the invention of the compact disc (CD).

Operational Benefits & Implementation Risks

Advantages & Value Creation:

Structuring at the same time as absolute creativity, comprehensive coverage of all dimensions of the product, discovery of revolutionary features.

Risks & Potential Trade-offs:

The need to overcome initial shyness to express seemingly silly or impossible associations.

Real-World Organizational & Industry Scenarios

Product Development and Enhancement: Reinventing traditional consumer products (such as smart watches, ergonomic shoes, modular furniture).
Optimizing urban transport: improving the speed, capacity, comfort and accessibility of the metro and bus fleet.
Technology and gadgets: Check the dimensions, weight, battery consumption and connectivity of the devices and jump to the minimal versions.

Strategic Rationale & Why to Apply

1Breaking the Deadlock of Incremental Evolution: Quantum Leaps Instead of Iterative 1% Improvements.
2Discovery of next-generation features: Most great inventions are born from changing one of the fundamental features of the product.
3360-degree product coverage: ensuring that no parameter (dimensions, material, cost, interaction) is overlooked.
4Facilitating collaboration between industrial designers and marketers: creating common ground between product engineering and creative imagination.

Conceptual Framework & Book Method Description

In the "Attribute Association Chains" technique, we first column the key features of the subject (speed, capacity, cost, environmental effect, convenience, accessibility).

Then, in front of each feature, we let the mind run free and throw up a chain of associations. When associations come together, sparks of innovation emerge and a new product is created with an extraordinary combination.

Step-by-Step Real-World Implementation Scenario

Scenario: Improving the efficiency and attractiveness of the metropolitan public transport fleet with the association chain of features
1
Step 1: Extracting a list of 6 fundamental features of the systemDetermining the features: 1) speed 2) capacity 3) cost 4) environmental effect 5) passenger comfort 6) accessibility.
2
Step 2: Throwing free association chains for each featureSpeed: smart green light, separated lines, magnetic train; Capacity: two-story, modular, two-way station; Cost: free citizen card, side advertising revenue; Environment: solar roof, clean battery; Comfort: free internet, cloud chair, mobile charger; Accessibility: Audio ramp, Braille.
3
Step 3: Screening and Connecting Chain LinksConnecting "solar roof" with "charger and free internet inside the bus" and "double-decker electric buses on smart lines".
4
Step 4: Concept design of new generation green busesExecutive package design: hybrid buses equipped with 5th generation internet and charging port, with intelligent prioritization of traffic lights at intersections.
5
Step 5: Pilot in high-traffic lines and measure the resultsLaunching a pilot in 2 central lines, which led to a 45% increase in the desire of employees to use buses instead of private cars.

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Previous Play (#29)
Association
Next Play (#31)
Attribute Listing
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