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Simple & Pragmatic Problem Solving
#94Chapter 6: Group Creative Option Generation• Group Creative Optionsmetaphorical, analogical and creative (Metaphorical & Non-rational) Thinkinggroup Mode90-180 Minutes(Moderate to time-consuming)

Synectics

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

William Gordon and George Prince's famous technique of linking seemingly unrelated elements; Harnessing irrational aspects, humor and 4 fundamental analogies (direct, personal, symbolic and fantasy) to transform the familiar into the strange and the strange into the familiar.

Operational Parameters & Specifications

Category
Group Creative Options
Dominant Thinking
metaphorical, analogical and creative (Metaphorical & Non-rational)
Participation
group
Estimated TimeModerate to time-consuming
90-180 Minutes
Workshop
Input Format
Real problem statement, natural world, and far-fetched biological/physical phenomena
Output Format
Idea generation and innovative, disruptive leaps
Key Application
Integrated consumer product design, mechanical and engineering inventions, brand naming and creation of enduring slogans, and research and development (R&D) deadlocks.
Core Differentiator:

Using precise psychological mechanisms of metaphor (especially personal analogy: problem solving in the language of the object or phenomenon itself) and breaking the logical structure of the everyday to generate radical inventions.

Quick Field Example:

Using the analogy of egg-toss toys and the fruit puzzle metaphor, the healthy snack design team designs a multi-flavored puzzle jelly pack that will appeal to both kids and parents.

Operational Benefits & Implementation Risks

Advantages & Value Creation:

Breaking mental idols and producing revolutionary inventions, overcoming fear of unconventional ideas, exploiting the emotional and sensory intelligence of members.

Risks & Potential Trade-offs:

Needs an exceptionally good facilitator to avoid fruitless bloat, the initial resistance of highly mathematical and logical people.

Real-World Organizational & Industry Scenarios

Food and Snacks Industry: Designing healthy organic snacks with visual appeal similar to children's toys.
Medical Engineering: Inventing Flexible Surgical Instruments Inspired by Personal Analogy and the Sense of an Earthworm Crawling in the Soil.
Modern Architecture and Structures: Skyscraper Air Conditioning Design with Direct Analogy to Termite Nest Architecture.

Strategic Rationale & Why to Apply

1Innovation is at the intersection of unrelated worlds: the greatest inventions in history were born from the union of two completely separate disciplines.
2A personal analogy is revealing: when an engineer imagines himself as a drop of oil inside an engine, he feels the friction from within.
3Psychological Safety of Playfulness: Synctics officially allows ridiculous ideas to be expressed because they are the bridge to the ultimate masterpiece.
4Discovering Multi-Layered Metaphors: A product that is created based on a pure metaphor gets a very distinct marketing identity.

Conceptual Framework & Book Method Description

"Synectics" (Synectics) is derived from the Greek word meaning "linking apparently unrelated elements" and was founded in the 1960s by William Gordon and George Prince at Harvard University and their solo company. The meeting is conducted with the presence of the problem owner, facilitator and 5 participants. By rotating between 4 analogies (direct: simulating with nature; personal: emotional identification with the problem; symbolic: poetic contrasts; fantasy: magical wishes), the group flies the mind out of the cage of everyday reality and then hunts revolutionary solutions with the rake of logic.

Step-by-Step Real-World Implementation Scenario

Designing a healthy snack for children and adults with the synectics metaphor method
1
Step 1: Problem design and summary analysisThe owner of the problem raised the challenge: 'How to combine the health and excitement of the game without sugar in a snack?'
2
Step 2: Direct analogy to the world of reptiles and puzzlesThe team examined wooden puzzle pieces and the Lego game; Why can't food be physically connected?
3
Step 3: Personal analogy (I'm a piece of fruit)One member said: 'If I were a piece of dried fruit, I'd love to lock up with my friend who tastes like sour plums to make a taste explosion in my mouth!'
4
Step 4: Symbolic analogy (regular sweet-sour contrast)The team coined the title 'Yummy Enigma' for the product concept: organic jelly cubes with connectable male and female grooves like Lego building blocks.
5
Step 5: Translation into a commercial product and victory in the marketThe product named 'Puzzlefruit' was released; Children made edible shapes with it, and adults used it to manage calories; It became the best-selling snack of the season.

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