Tag: creative thinking techniques

The Exquisite Corpse

It is not possible to think unpredictably by looking harder and longer in the same direction. When your attention is focused on a subject, only a few patterns dominate your thinking. These patterns produce predictable ideas no matter how hard you try. In fact, the harder you try, the stronger the same patterns become. If, however, you change your focus and combine your subject with something that is not related, different, unusual patterns are activated.

Try an experiment. Pick eight random words and give the list to someone or to a small group (for example: flower pot, baby, glass, grasshopper, coffee pot, box, toast and garage). Ask them to divide the words into two groups without giving them any rationale for the division. You’ll discover that people will come up with some very creative classifications. They’ll group them according to “words with the letter o”, “things that touch water”, “objects made in factories”, and so on. No one ever says there is no connection, they invent them.

Though we seldom think about it, making random connections in such a manner are conceptual creative acts. Making random connections were popular techniques used by Jackson Pollock and other Surrealist artists to create conceptual combinations in art. Artists in a group would take turns, each contributing any word that occurred to them in a “sentence” without seeing what the others had written. The resulting sentence would eventually become a combination of concepts that they would study and interpret hoping to get a novel insight or a glimpse of some deeper meaning. The technique is named “The Exquisite Corpse” after a sentence which happened to contain those words.


Have the group bounce ideas and thoughts about the subject off each other for five to ten minutes.

Then, ask the participants to think about what was discussed and silently write one word that occurs to them on a card.

Collect the cards and have the group combine the words into a sentence (words can be added by the group to help the sentence make sense).

Then invite the group to study the final sentence and build an idea or ideas from it.

An Alzheimer’s organization planned to have an auction to raise money for their cause. They planned an elaborate, sophisticated evening and looked for unusual items they could auction. They tried the “exquisite corpse” technique. Some of the words they came up with were people, cruises, creative, furniture, charity, designer, custom, art, thin air, and celebrities. One of the connections was: create—-art—-thin air.

This triggered their idea which was the sensation of the auction. They sold an idea for an artwork that doesn’t exist. They talked a well-known conceptual artist into describing an idea for an artwork. The idea was placed in an envelope and auctioned off for $5,000. Legal ownership was indicated by a typed certificate, which specified that the artwork (10, 0000 lines, each ten inches long, covering a wall) be drawn with black and red pencils. The artist and the owner will have one meeting where the artist will describe his vision for the painting with the owner. The owner has the right to reproduce this piece as many times as he likes.

Michael Michalko

Combine What Exists Into Something That Has Never Existed Before


In his book, Scientific Genius, psychologist Dean Keith Simonton of the University of California at Davis suggests that geniuses are geniuses because they form more novel combinations than the merely talented. He suggests that, in a loose sense, genius and chance are synonymous. His theory has etymology behind it: cogito—”I think”—originally connoted “shake together”; intelligo, the root of intelligence, means to “select among.” This is a clear, early intuition about the utility of permitting ideas and thoughts to randomly combine with each other and the utility of selecting from the many the few to retain.

Because geniuses are willing to entertain novel combinations, they are able to discard accepted ideas of what is possible and imagine what is actually possible. In 1448, Johannes Gutenberg combined the mecha¬nisms for pressing wine and punching coins to produce movable type, which made printing practical. His method of producing movable type endured almost unchanged for five centuries. The laws of heredity on which the modern science of genetics is based are the result of the work of Gregor Mendel, who combined mathematics and biology to create this new science. Thomas Edison’s invention of a practical system of lighting involved combining wiring in parallel circuits with high-resistance filaments in his bulbs, two things that were not considered possible. Imagine, for a moment, that thought is water. When you are born, your mind is like a glass of water. Your thinking is inclusive, clear, and fluid. All thoughts intermingle and combine with each other and make all kinds of connections and associations. This is why children are spontaneously creative.


In school, you are taught to define, label, and segregate what you learn into separate categories. The various categories are kept separate and not allowed to touch each other, much like ice cubes in a tray. Once something is learned and categorized, your thoughts about it become frozen. For example, once you learn what a can opener is, whenever someone mentions “can opener” you know exactly what it is.

You are taught, when confronted with a problem, to examine the ice cube tray and select the appropriate cube. Then you take the cube and put it in a glass, where your thinking heats and melts it. For example, if the problem is to “improve the can opener,” the glass will contain all you have learned about can openers, and nothing more. You are thinking exclusively, which is to say you are thinking only about what you have learned about the can opener. No matter how many times the water is stirred, you end up creating, at best, a marginal improvement.

If you take another cube (e.g., vegetables) and put it in the same glass with the can-opener cube, your thinking will heat and melt both together into one fluid. Now when you stir the water, more associations and connections are made and the creative possibilities become immensely greater. The vegetable cube, once blended with the can opener cube, might inspire you to think of how vegetables open in nature. For example, when pea pods ripen, a seam weakens and opens, freeing the peas. This might inspire you to come up with novel ideas. You could, for example, manufacture cans with a weak seam that can be pulled to open the can. You cannot get this kind of novel idea using your conventional way of thinking.

What happens when you think simultaneously, in the same mental space, about a showerhead and a telescope orbiting the earth? When the Hubble telescope was first launched into space, scientists were unable to focus it. It could be salvaged only by refocusing it using small, coin-shaped mirrors. The problem was how to deliver and insert the mirrors precisely into the right location. The right location was in a light bundle behind the main mirror. The NASA experts who worked on the problem were not able to solve it, and the multi-million dollar Hubble seemed doomed.

NASA engineer, James Crocker, was attending a seminar in Germany when he found out about the problem. He worked on it all day. Tired, he stepped into the shower in his hotel room. The European-style shower included a shower-head on an arrangement of adjustable rods. While manipulating the shower-head, Crocker suddenly realized that similar articulated arms bearing coin-shaped mirrors could be extended into the light bundle from within a replacement axial instrument by remote control. Blending the Hubble telescope and the shower-head in the same mental space simultaneously created this remarkable solution.

Crocker was startled by his sudden realization of the solution that was immensely comprehensive and at the same time immensely detailed. As Crocker later said “I could see the Hubble’s mirrors on the shower head.” Crocker solved it by thinking unconventionally by forcing connections between two remotely different subjects.

Look at the following illustration A of the rectangle and circle. Both are separate entities. Now look at the extraordinary effect they have when blended together in illustration B. We now have something mysterious, and it seems to move. You can get this effect only by blending the two dissimilar objects in the same space.


Combining a rectangle with the circle changed our perception of the two figures into something extraordinary. In the same way, combining information in novel ways increases your perceptual possibilities to create something original.

Creativity in all domains, including science, technology, medicine, the arts, and day-to-day living, emerges from the basic mental operation of conceptually blending dissimilar subjects. When analyzed, creative ideas are always new combinations of old ideas. A poet does not generally make up new words but, instead, puts together old words in a new way. The French poet, Paul Valery, is quoted by Jacques Hadamard in Jacque Hadamard: a universal mathematician by T.O. Shaposhnikova as saying “It takes two to invent anything. The one makes up combinations; the other chooses, recognizes what he wishes and what is important to him in the mass of things which the former has imparted to him.” Valery related that when he writes poetry, he uses two thinking strategies to invent something new in writing poetry. With one strategy, he would make up combinations; and with the other, he would choose what is important.

Think for a moment about a pinecone. What relationship does a pinecone have with the processes of reading and writing? In France, in 1818, a nine-year-old boy accidentally blinded himself with a hole puncher while helping his father make horse harnesses. A few years later the boy was sitting in the yard thinking about his inability to read and write when a friend handed him a pinecone. He ran his fingers over the cone and noted the tiny differences between the scales. He conceptually blended the feel of different pinecone scales with reading and writing, and realized he could create an alphabet of raised dots on paper so the blind could feel and read what was written with it. In this way Louis Braille opened up a whole new world for the blind. Braille made a creative connection between a pinecone and reading. When you make a connection between two unrelated subjects, your imagination will leap to fill the gaps and form a whole in order to make sense of it.

Just as conceptual blending allows information to intermingle in the mind of the individual, when people swap thoughts with others from different fields, it creates new, exciting thinking patterns for both. As Brian Arthur argues in his book, The Nature of Technology, nearly all technologies result from combinations of other technologies, and new ideas often come from people from different fields combining their thoughts and things. One example is the camera pill, invented after a conversation between a gastroenterologist and a guided missile designer. Suppose you are watching a mime impersonating a man taking his dog out for a walk. The mime’s arm is outstretched as though holding the dog’s leash. As the mime’s arm is jerked back and forth, you “see” the dog straining at the leash to sniff this or that. The dog and the leash become the most real part of the scene, even though there is no dog or leash. In the same way, when you make connections between your subject and something that is totally unrelated, your imagination fills in the gaps to create new ideas. It is this willingness to use your imagination to fill in the gaps that produces the unpredictable idea. This is why Einstein claimed that imagination is more important than knowledge.



André Breton was a French writer and poet. He is known best as the founder of surrealism. The surrealists sought to overthrow the oppressive rules of society by demolishing its backbone of rational thought. To do so, they attempted to tap into the “superior reality” of the subconscious mind. “Completely against the tide,” said Breton, “in a violent reaction against the impoverishment and sterility of thought processes that resulted from centuries of rationalism, we turned toward the marvelous and advocated it unconditionally.” 

Many of the tenets of surrealism included an emphasis on the actual functioning of thought…in the absence of any control exercised by reason. They created many exercises designed to probe the subconscious by getting the minds to be as passive and receptive as possible. 

One day I had a long discussion with a friend about the Japanese whaling industry and their illegal poaching practices. After the discussion, I decided to experiment with one of Andre Breton’s surrealist exercises. The exercise has 3 small, grid like areas and one large grid on a sheet of paper.  


The first rule of the exercise was to always forget your genius, talents, as well as the genius and talents of others. Try not to think about what you are doing—just let your automatic functions take over, letting them proceed as they wish. Your final solution will not come from your normal way of solving problems, but from a deeper, more intuitive impulse. So whatever happens, let it happen. The guidelines are:

  • Think of a problem. Don’t dwell on it and dismiss it from your thoughts. Look at the design below with the grids.
  • Use the 3 small grids at the top to create an image in the spirit of your unconscious. Try not to think of what you’re doing…just let your automatic functions take over, letting them proceed as they wish.
  • Then with the large grid on the bottom revert to your usual way of thinking and impose your will to create whatever imagery, abstract or literal you wish.

My problem was how to control the illegal whale harvesting by the Japanese whalers. In the small grids I drew one squiggle that looked like a human skull, one that looked like quotation markets and one that looked like a rose. In the large grid I drew a stick figure of a man with two profiles: one looking left and one looking right.

I pondered over my drawings for a long time. The skull reminded me of a pirate’s black flag; the quotation marks reminded me of a quote “The opposite of a profound truth is another truth; and the rose reminded me of the roses I give my wife to celebrate our union as husband and wife. The stick figure in the large grid reminded me of the ambiguity in all aspects of life e.g., no one is all good or all evil.

These images combined and recombined in my imagination and inspired the thought of one way of fighting an illegal activity is to use an illegal enforcement activity. The pirate’s flag reminded me of the Somalian pirate ships off the coast of Africa. The rose got me thinking of combining two illegal activities. The stick figure made me think of looking the other way when something illegal is accomplishing something good.

My final idea all this inspired is to make it legal for the Somali pirates to hijack illegal Japanese Whalers and hold them for ransom.

Now it’s your turn to give it a try.



We have not been taught how to think for ourselves, we have been taught what to think based on what past thinkers thought. We are taught to think reproductively, not productively. What most people call thinking is simply reproducing what others have done in the past. We have been trained to seek out the neural path of least resistance, searching out responses that have worked in the past, rather than approach a problem on its own terms.

Educators discourage us from looking for alternatives to prevailing wisdom. When confronted with a problem, we are taught to analytically select the most promising approach based on past history, excluding all other approaches and then to work logically within a carefully defined direction towards a solution. Instead of being taught to look for possibilities, we are taught to look for ways to exclude them. This kind of thinking is dehumanizing and naturalizes intellectual laziness which promotes an impulse toward doing whatever is easiest or doing nothing at all. It’s as if we entered school as a question mark and graduated as a period.

Once when I was a young student, I was asked by my teacher, “What is one-half of thirteen?” I answered six and one half or 6.5. However, I exclaimed there are many different ways to express thirteen and many different to halve something. For example, you can spell thirteen, then halve it (e.g., thir/teen). Now half of thirteen becomes four (four letters in each half). Or, you can express it numerically as 13, and now halving 1/3 gives you 1 and 3. Another way to express a 13 is to express it in Roman numerals as XIII and now halving XI/II gives you XI and II, or eleven and two. Consequently one-half of thirteen is now eleven and two. Or you can even take XIII, divide it horizontally in two (XIII) and half of thirteen becomes VIII or 8.

My teacher scolded me for being silly and wasting the class’s time by playing games. She said there is only one right answer to the question about thirteen. It is six and one-half or 6.5. All others are wrong. I’ll never forget what she said “When I ask you a question, answer it the way you were taught or say you don’t know. If you want to get a passing grade, stop making stuff up.”

When we learn something, we are taught to program it into our brain and stop thinking about or looking for alternatives. Over time these programs become stronger and stronger, not only cognitively but physiologically as well. To get a sense of how strong these programs are, try solving the following problem.

Even when we actively seek information to test our ideas to see if we are right, we usually ignore paths that might lead us to discover alternatives. Following is an interesting experiment, which was originally conducted by the British psychologist Peter Wason that demonstrates this attitude. Wason would present subjects with the following triad of three numbers in sequence.

2       4       6

He would then ask subjects to write other examples of triads that follow the number rule and explain the number rule for the sequence. The subjects could ask as many questions as they wished without penalty.

He found that almost invariably most people will initially say, “4, 6, 8,” or “20, 22, 24,” or some similar sequence. And Watson would say, yes, that is an example of a number rule. Then they will say, “32, 34, 36″ or “50, 52, 54″ and so on– all numbers increasing by two. After a few tries, and getting affirmative answers each time, they are confident that the rule is numbers increasing by two without exploring alternative possibilities.

Actually, the rule Wason was looking for is much simpler– it’s simply numbers increasing. They could be 1, 2, 3 or 10, 20, 40 or 400, 678, 10,944. And testing such an alternative would be easy. All the subjects had to say was 1, 2, 3 to Watson to test it and it would be affirmed. Or, for example, a subject could throw out any series of numbers, for example, 5, 4, and 3 to see if they got a positive or negative answer. And that information would tell them a lot about whether their guess about the rule is true.

The profound discovery Wason made was that most people process the same information over and over until proven wrong, without searching for alternatives, even when there is no penalty for asking questions that give them a negative answer. In his hundreds of experiments, he, incredibly, never had an instance in which someone spontaneously offered an alternative hypothesis to find out if it were true. In short, his subjects didn’t even try to find out if there is a simpler or even, another, rule.

On the other hand, creative thinkers have a vivid awareness of the world around them and when they think, they seek to include rather than exclude alternatives and possibilities. They have a “lantern awareness” that brings the whole environment to the forefront of their attention. So, by the way, do children before they are educated. This kind of awareness is how you feel when you visit a foreign country; you focus less on particulars and experience everything more globally because so much is unfamiliar.

I am reminded of a story about a student who protested when his answer was marked wrong on a physics degree exam at the University of Copenhagen. The imaginative student was purportedly Niels Bohr who years later was co-winner of the Nobel Prize for physics.

In answer to the question, “How could you measure the height of a skyscraper using a barometer?” he was expected to explain that the barometric pressures at the top and the bottom of the building are different, and by calculating, he could determine the building’s height. Instead, he answered, “You tie a long piece of string to the neck of the barometer, then lower the barometer from the roof of the skyscraper to the ground. The length of the string plus the length of the barometer will equal the height of the building.

This highly original answer so incensed the examiner that the student was failed immediately. The student appealed on the grounds that his answer was indisputably correct, and the university appointed an independent arbiter to decide the case.

The arbiter judged that the answer was indeed correct, but did not display any noticeable knowledge of physics. To resolve the problem it was decided to call the student in and allow him six minutes in which to provide a verbal answer that showed at least a minimal familiarity with the basic principles of physics.

For five minutes the student sat in silence, forehead creased in thought. The arbiter reminded him that time was running out, to which the student replied that he had several extremely relevant answers, but couldn’t make up his mind which to use. On being advised to hurry up the student replied as follows:

“Firstly, you could take the barometer up to the roof of the skyscraper, drop it over the edge, and measure the time it takes to reach the ground. The height of the building can then be worked out from the formula H = 0.5g x t squared. But bad luck on the barometer.”

“Or if the sun is shining you could measure the height of the barometer, then set it on end and measure the length of its shadow. Then you measure the length of the skyscraper’s shadow, and thereafter it is a simple matter of proportional arithmetic to work out the height of the skyscraper.”

“But if you wanted to be highly scientific about it, you could tie a short piece of string to the barometer and swing it like a pendulum, first at ground level and then on the roof of the skyscraper. The height is worked out by the difference in the gravitational restoring force T =2 pi sqr root (I /9).”

“Or if the skyscraper has an outside emergency staircase, it would be easier to walk up it and mark off the height of the skyscraper in barometer lengths, then add them up.”

“If you merely wanted to be boring and orthodox about it, of course, you could use the barometer to measure the air pressure on the roof of the skyscraper and on the ground, and convert the difference in millibars into feet to give the height of the building.”

“But since we are constantly being exhorted to exercise independence of mind and apply scientific methods, undoubtedly the best way would be to knock on the janitor’s door and say to him ‘If you would like a nice new barometer, I will give you this one if you tell me the height of this skyscraper’.”

The obvious moral here is that education should not consist merely of stuffing students’ heads full of information and formulae to be memorized by rote and regurgitated upon demand, but of teaching students how to think and solve problems using whatever tools are available. In the mangled words of a familiar phrase, students should be educated in a way that enables them to figure out their own ways of catching fish, not simply taught a specific method of fishing.

Read Cracking Creativity: The Secrets of Creative Genius

Creative Thinking Technique: Combine Ideas from Different Domains

Many breakthroughs are based on combining information from different domains that are usually not thought of as related. Integration, synthesis both across and within domains, is the norm rather than the exception. Ravi Shankar found ways to integrate and harmonize the music of India and Europe; Paul Klee combined the influences of cubism, children’s drawings, and primitive art to fashion his own unique artistic style; Salvador Dali integrated Einstein’s theory of relativity into his masterpiece Nature Morte Vivante, which artistically depicts several different objects simultaneously in motion and rest. And almost all scientists cross and recross the boundaries of physics, chemistry, and biology in the work that turns out to be their most creative.

ASK PEOPLE IN DIFFERENT DOMAINS FOR IDEAS. Another way to combine talent is to elicit advice and information about your subject from people who work in different domains. Interestingly, Leonardo da Vinci met and worked with Niccolô Machiavelli, the Italian political theorist, in Florence in 1503. The two men worked on several projects together, including a novel weapon of war: the diversion of a river. Professor Roger Masters of Dartmouth College speculates that Leonardo introduced Machiavelli to the concept of applied science. Years later, Machiavelli combined what he learned from Leonardo with his own insights about politics into a new political and social order that some believe ultimately sparked the development of modern industrial society.

Jonas Salk, developer of the vaccine that eradicated polio, made it a standard practice to interact with men and women from very different domains. He felt this practice helped to bring out ideas that could not arise in his own mind or in the minds of people in his own restricted domain. Look for ways to elicit ideas from people in other fields. Ask three to five people who work in other departments or professions for their ideas about your problem. Ask your dentist, your accountant, your mechanic, etc. Describe the problem and ask how they would solve it.

Listen intently and write down the ideas before you forget them. Then, at a later time, try integrating all or parts of their ideas into your idea. This is what Robert Bunsen, the chemist who invented the familiar Bunsen burner, did with his problem. He used the color of a chemical sample in a gas flame for a rough determination of the elements it contained. He was puzzled by the many shortcomings of the technique that he and his colleagues were unable to overcome, despite their vast knowledge of chemistry. Finally, he casually described the problem to a friend, Kirchhoff, a physicist, who immediately suggested using a prism to display the entire spectrum and thus get detailed information. This suggestion was the breakthrough that led to the science of spectrography and later to the modern science of cosmology.

EXAMPLES. Physicists in a university assembled a huge magnet for a research project. The magnet was highly polished because of the required accuracy of the experiment. Accidentally, the magnet attracted some iron powder that the physicists were unable to remove without damaging the magnet in some way. They asked other teachers in an interdepartmental meeting for their ideas and suggestions. An art instructor came up with the solution immediately, which was to use modeling clay to remove the powder.

The CEO of a software company looked for ways to motivate employees to participate more actively in the creative side of the business. They wanted employee ideas for new processes, new products, improvements, new technologies and so on. He tried many things but nothing seemed to excite and energize employees to become more creative.

One evening at a dinner with some of his friends he mentioned his problem and asked them for ideas. After a brief discussion, a friend who was a stockbroker suggested thinking ways to parallel ideas with stocks. Look for ways for people to buy and sell ideas the same way his customers study, buy and sell stocks on the stock exchange.

The CEO was intrigued with the novelty of the idea and he and his stockbroker friend looked for patterns between the stock exchange and an internal employee program. They blended the architecture of the stock exchange with the internal architecture of their company’s internal market to create the company’s own stock exchange for ideas. Their exchange is called Mutual Fun. Any employee can propose that the company acquire a new technology, enter a new business, make a new product or make an efficiency improvement. These proposals become stocks, complete with ticker symbols, discussion lists and e-mail alerts.

 Fifty-five stocks are listed on the company’s internal stock exchange. Each stock comes with a detailed description — called an expectus, as opposed to a prospectus — and begins trading at a price of $10. Every employee gets $10,000 in “opinion money” to allocate among the offerings, and employees signal their enthusiasm by investing in a stock and, better yet, volunteering to work on the project. Employees buy or sell the stocks, and prices change to reflect the sentiments of the company’s executives, engineers, computer scientists, project managers, marketing, sales, accountants and even the receptionist.

The result has been a resounding success. Among the company’s ‘ core technologies are pattern-recognition algorithms used in military applications, as well as for electronic gambling systems at casinos. A member of the administrative staff, with no technical expertise, thought that this technology might also be used in educational settings, to create an entertaining way for students to learn history or math. She started a stock called Play and Learn (symbol: PL), which attracted a rush of investment from engineers eager to turn her idea into a product. Lots of employees got passionate about the idea and it led to a new line of business.

INVITE OTHER DEPARTMENTS TO JOIN YOUR BRAINSTORMING SESSION. If you’re brainstorming a business problem in a group, try asking another department to join yours. For example, if you are in advertising and want to create a new product advertising campaign, ask people from manufacturing to join your session. Separate the advertising and manufacturing people into two groups. Each group brainstorms for ideas separately. Then combine the groups and integrate the ideas.


For more ideas on how to combine dissimilar subjects to create new ideas read Cracking Creativity: The Secrets of Creative Genius by Michael Michalko

How to Get Ideas while Dozing

In the history of art, most people could easily argue that Salvador Dalí is the father of surrealistic art. Surrealism is the art of writing or painting unreal or unpredictable works of art using the images or words from an imaginary world. Dali’s art is the definition of surrealism. Throughout his art he clearly elaborates on juxtaposition (putting similar images near each other), the disposition (changing the shape of an object), and morphing of objects, ranging from melted objects dripping, to crutches holding distorted figures, to women with a heads of bouquets of flowers.

Dali was intrigued with the images which occur at the boundary between sleeping and waking. They can occur when people are falling asleep, or when they are starting to wake up, and they tend to be extremely vivid, colorful and bizarre. His favorite technique is that he would put a tin plate on the floor and then sit by a chair beside it, holding a spoon over the plate. He would then totally relax his body; sometimes he would begin to fall asleep. The moment that he began to doze the spoon would slip from his fingers and clang on the plate, immediately waking him to capture the surreal images.

The extraordinary images seem to appear from nowhere, but there is a logic. The unconscious is a living, moving stream of energy from which thoughts gradually rise to the conscious level and take on a definite form. Your unconscious is like a hydrant in the yard while your consciousness is like a faucet upstairs in the house. Once you know how to turn on the hydrant, a constant supply of images can flow freely from the faucet. These forms give rise to new thoughts as you interpret the strange conjunctions and chance combinations.

Surrealism is the stressing of subconscious or irrational significance of imagery, or in more simplistic terms, the use of dreamlike imagery. Dalí’s absurd imagination has him painting pictures of figures no person would even dream of creating.  Following is a blueprint Dali’s technique.


  • Think about your challenge. Consider your progress, your obstacles, your alternatives, and so on. Then push it away and relax.
  • Totally relax your body. Sit on a chair. Hold a spoon loosely in one of your hands over a plate. Try to achieve the deepest muscle relaxation you can. 
  • Quiet your mind. Do not think of what went on during the day or your challenges and problems. Clear your mind of chatter.
  • Quiet your eyes. You cannot look for these images. Be passive. You need to achieve a total absence of any kind of voluntary attention. Become helpless and involuntary and directionless. You can enter the hypnogogic state this way, and, should you begin to fall asleep, you will drop the spoon and awaken in time to capture the images.
  • Record your experiences immediately after they occur. The images will be mixed and unexpected and will recede rapidly. They could be patterns, clouds of colors, or objects.
  • Look for the associative link. Write down the first things that occur to you after your experience. Look for links and connections to your challenge. Ask questions such as:

What puzzles me?

Is there any relationship to the challenge?

Any new insights? Messages?

What’s out of place?

What disturbs me?

What do the images remind me of?

What are the similarities?

What analogies can I make?

What associations can I make?

How do the images represent the solution to the problem?

A restaurant owner used this technique to inspire new promotion ideas. When the noise awakened him, he kept seeing giant neon images of different foods: neon ice cream, neon pickles, neon chips, neon coffee, and so on. The associative link he saw between the various foods and his challenge was to somehow to use the food itself as a promotion.

The idea: He offers various free food items according to the day of week, the time of day, and the season. For instance, he might offer free pickles on Monday, free ice cream between 2 and 4 P.M. on Tuesdays, free coffee on Wednesday nights, free sweet rolls on Friday mornings, free salads between 6 and 8 P.M. on Saturdays and so on. He advertises the free food items with neon signs, but you never know what food items are being offered free until you go into the restaurant. The sheer variety of free items and the intriguing way in which they are offered has made his restaurant a popular place to eat.

Another promotion he created as a result of seeing images of different foods is a frequent-eater program. Anyone who hosts five meals in a calendar month gets $30 worth of free meals. The minimum bill is $20 but he says the average is $30 a head. These two promotions have made him a success.

The images you summon up with this technique have an individual structure that may indicate an underlying idea or theme. Your unconscious mind is trying to communicate something specific to you, though it may not be immediately comprehensible. The images can be used as armatures on which to hang new relationships and associations.


To discover more creative-thinking techniques read CRACKING CREATIVITY (THE SECRETS OF CREATIVE GENIUS) by Michael Michalko