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Simple & Pragmatic Problem Solving
#41Chapter 5: Individual Creative Option Generation• Individual Creative OptionsCreative ThinkingIndividual and group Mode30-45 min(Fast)

The Focused-Object Technique

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

Methodical combination of free association and forced association between a target object and a completely random object to explore metaphors and innovative angles.

Operational Parameters & Specifications

Category
Individual Creative Options
Dominant Thinking
Creative
Participation
Individual and group
Estimated TimeFast
30-45 min
Fast
Input Format
information and characteristics of focused object and random object
Output Format
Idea generation
Key Application
Designing attractive advertising campaigns, recreating the visual concept of products, creating slogans and differentiated branding.
Core Differentiator:

Linking concrete features of a random unrelated object to the main product or problem rather than relying on general and vague ideation.

Quick Field Example:

smartphone campaign design inspired by the random object "lampshade": conveying concepts of light and screen clarity, shade (protection), and body elegance.

Operational Benefits & Implementation Risks

Advantages & Value Creation:

Freeing the mind from stereotypes, creating unexpected and fast viewing angles, high efficiency in marketing and visual advertising design.

Risks & Potential Trade-offs:

The resulting ideas may become overly fanciful or technically far-fetched if not properly directed.

Real-World Organizational & Industry Scenarios

Advertising and marketing: creating teaser scenarios and creative slogans by relating the product to random objects in the environment.
Industrial Design and Graphics: Extracting Ergonomic Forms, Textures and New Visual Patterns for Consumer Goods.
Product Feature Development: Redesigning the user interface or physical interface by adapting the functions of surrounding objects.

Strategic Rationale & Why to Apply

1Combining unrelated concepts: The human brain forms the most creative neural connections when two unrelated concepts intersect.
2Breaking the traditional brainstorming barrier: escaping the repetitive ideas that are usually heard in the product meeting room.
3Producing attractive visual metaphors: creating advertisements that are engraved in the mind of the audience and convey the message of the product beautifully.
4Speed ​​and simplicity of implementation: it can be implemented without the need for complex tools and only by selecting an object in the room or catalog.

Conceptual Framework & Book Method Description

"The Focused-Object Technique" is a clever link between the two creative approaches "Free Association" and "Forced Relationships".

In this technique, the main product or problem is first determined as the "focused object" (intentional). Then the second object is chosen completely randomly (from the room environment, catalog or a random word). The team or individual extracts all the features, sensations and associations of the random object and then connects and matches each of these features with the original object. This process reveals amazing promotional and innovative angles that would never have been discovered without this external motivator.

Step-by-Step Real-World Implementation Scenario

Designing a distinctive advertising campaign for a flagship smartphone focusing on a random object "lampshade"
1
Step 1: Determining target object and random objectDeliberate object: flagship smartphone. Random object selected from the room: Classic table lamp.
2
Step 2: Calculation of random object features and free associationFeatures of the lampshade: light (brightness and clarity), shade (protection and relaxation), shade pattern (personalization and art), fabric texture (quality and touch), basic form (elegance and stability).
3
Step 3: Forced adaptation of features to smartphoneLight -> Ultra AMOLED display with the highest brightness rate; Shade -> resistant body and protective titanium frame; Pattern -> variety of luxury matte colors and dynamic themes; Refinement -> Narrowest bezel to date.
4
Step 4: Visual concept formulation and campaign sloganSlogan: “Light up your world with [flagship name]; The brightest perspective of life". Visual concept: a dark scene with stunning display illumination and the play of light and shadow on the matte body.
5
Step 5: Implementation and market feedbackThe campaign with the theme of play of light and elegance received a high response in social networks and the pre-sale of the flagship broke the company's record last year.

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