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3. Creativity > 20. Force Your Connections

Force Your Connections

Use a simple process to generate many complex ideas quickly from a limited pool of simple ideas.

The process of morphological forced connections is fairly old; the picture books for children that allow you to combine the head of a giraffe with the body of a hippo and the tail of a fish are one example. The process was formalized by Fritz Zwicky at Caltech in the 1960s1 and was popularized in 1972 by Don Koberg and Jim Bagnall in their book The Universal Traveler.2

Most other books that discuss the technique seem to derive their discussion of it from The Universal Traveler and even use the same example: creating a new design for a ballpoint pen. We’ll take a somewhat different approach.


  

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