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Simple & Pragmatic Problem Solving
#60Chapter 5: Individual Creative Option Generation• Individual Creative Optionscreative Thinkingindividual and group Mode20-40 min(Quick)

The Two-Words Technique

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

Splitting the problem statement into two focal words, extracting a range of synonyms and stimulating words for each, and then cross-multiplying them to generate new solutions.

Operational Parameters & Specifications

Category
Individual Creative Options
Dominant Thinking
creative
Participation
individual and group
Estimated TimeQuick
20-40 min
Fast
Input Format
Two key words or concepts extracted from the core of the problem statement
Output Format
Idea generation
Key Application
Improving customer service, marketing and advertising, diversifying the menu and sensory experiences, and developing human resources strategies.
Core Differentiator:

Reproducing the problem statement with language games and expanding the semantic field of words to escape from the initial narrow definition.

Quick Field Example:

The problem of "improving customer satisfaction": separation into "improvement" and "customer satisfaction"; Synonyms: "promoting pleasure", "increasing enthusiasm"; Result: personalized menu and interactive restaurant masterclasses.

Operational Benefits & Implementation Risks

Advantages & Value Creation:

Amazing simplicity in implementation, high speed, breaking the negative burden of repetitive organizational words, creating positive energy and diverse ideas.

Risks & Potential Trade-offs:

The possibility of ideas remaining superficial if the words chosen are too general and abstract.

Real-World Organizational & Industry Scenarios

Restaurants and Hospitality Industry: Redefining "Food Service" to "Creating Magical Moments" or "Storytelling Flavors".
B2B Sales and Marketing: Redefining "Selling Software" as "Participating in Productivity" or "Facilitating Executive Comfort".
Support teams: redefining "answering a ticket" to "bringing back the user's smile" and creating new behavioral standards.

Strategic Rationale & Why to Apply

1Words create a frame of thought (Framing Effect): The words we choose severely limit the way we search for solutions.
2Matrix multiplication of ideas: combining 5 synonyms of the first word into 5 synonyms of the second word means automatically generating 25 new viewpoints.
3Injecting emotional and human charge: turning dry administrative words ("index improvement") into exciting words ("customer enthusiasm").
4Ability to perform at any time and place: without the need for special tools, it can be done only on a piece of paper.

Conceptual Framework & Book Method Description

"The Two-Words Technique" is a linguistic method to redefine and discover new horizons of problem solving.

Whenever we are faced with a problem like "increasing employee productivity" or "reducing warehouse costs", the words used lock our minds into old solutions. In this technique, the two keywords of the problem statement are separated. For each word, a column of synonyms, cognates, and energetic metaphors is written. Then by linking the words of the first column with the words of the second column (cross multiplication), completely new and inspiring problem statements are created that awaken distinct solutions.

Step-by-Step Real-World Implementation Scenario

Transforming the experience of traditional restaurant customers with the two-word language technique
1
Step 1: Extracting two key words from theproblem statement: "Improving customer satisfaction". Two key words: 1) improvement 2) customer satisfaction.
2
Step 2: Column rain of synonyms and rich vocabularyColumn 1 (Improvement): develop, ignite, develop, recreate, strengthen; Column 2 (customer satisfaction): guest happiness, enthusiasm for tasting, approval and praise, loyalty, fond memories.
3
Step 3: Cross Multiplying and Generating New Problem StatementsComposition 1: "Ignite the Passion of Tasting"; Composition 2: "Development of guest happiness"; Composition 3: "Recreation of a good memory".
4
Step 4: Brainstorm new ingredientsIgnite the passion: A secret seasonal menu that changes every month based on fresh ingredients; Development of guest happiness: setting up small cooking workshops for children behind the kitchen glass; Recreating the memory: Live acoustic performance of tar and oud on weekend nights.
5
Step 5: Implementation and Exploding Customer LoyaltyBy changing the tone of the service from "getting the job done" to "creating joy and happiness", the repeat visits of young customers increased by 80% and the restaurant became a social media trend.

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Using the Computer to Stimulate Creativity
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