THE UNRELATED NOVELTY
IDEA GENERATION APPROACH
Dr. Ron Mitchell, 2021
Before beginning, identify the problem to be solved (i.e. the product or service to be created)
Your assignment: Develop three (3) new products or services to help commercialize the “Novel
Antagonists of Opioid Receptors” technology.
STEPS:
Divergence:
1. Use one of the pictures provided as the initial stimulus to create word map (with at least 30
terms). Note: no need to have all the connectors. Just let it flow to get 30 unrelated terms:
2. Blindfold-generate 3 unrelated novelty word combinations (6 times).
1
wings
toy
environment
2
flying
family
colorful
3
imagination
colorful
childhood
art kit (virtual)
disappearing art
car protection
4
cliff dives
control
traveling
parachute/glide
adapting googles
5
wind
weather
toy
6
weather
wings
red
drone (parachute)
toy plane
hot air balloon
kite
airplane
windmill
Convergence:
2. Use “word smashing” to try one of these combinations (e.g., line 2) to create possible
products to market. If one line doesn’t work, try another.
Word Smashing: involves putting all three words on a given line into your head at once, and
paying attention to the pictures that flash briefly in your mind. Say them as soon as you see
them. Some will be totally weird—maybe all of them—but from these you can generate a
highly unique product or service idea that you would not otherwise have created.
3. Pick the solution (product/service) you like.
4. Write a product concept (on the form) using:
•
•
•
Examples
Starters
Sentences that capture each of the 3-laws (i.e., overt benefit, real reason to
believe, dramatic difference)
5. Answer the 3 laws (use form to list the sentence[s] that satisfy each law)
6. Prepare your presentation.