Forced Connections
Don Koberg and Jim Bagnall, proposed the concept of “Morphological Forced Connections” in 1974. Their approach required the creation and use of a matrix in three steps – (1) listing the attributes of an item or situation in horizontal columns; (2) creating rows under each column containing alternative attributes; and (3) making random runs through the alternates, selecting one from each column.
In a nutshell, Forced connections is where two or more unrelated objects or descriptors are combined in an attempt to discover a solution or new idea. The premise of forced connections is simple: combine unrelated things to create new ideas. By “forcing” connections between characteristics which might otherwise seem unrelated, new ideas emerge.
While many used Koberg and Jim Bagnall’s technique as they wrote about it, their work has taken on a modern interpretation of late. Here is how you can start using a practical version of Forced Connections in your work –
Start by selecting a stimulus that is unrelated to the problem or project in question. This is typically an object, picture, or anything.
List four stimulus attributes. What can the team see? What does it make them think about? Can they associate the stimulus with something else?
For each attribute, connect it to the problem or project at least twice. Bonus points if the team can create three or more connections.
Repeat as necessary.
Gennaro Cuofano shares an example of the forced connections technique in his Four Week MBA website:
Consider a restaurant that has experienced a substantial reduction in patronage and wants to brainstorm ways to enhance its dining experience. In the office of the restaurant, the team decides on a coiled spring as the stimulus item after a stapler is found dismantled on the desk.
With the stimulus identified, the team lists four attributes and links them to potential initiatives to enhance the dining experience. Le’s say the team agreed on the following attributes of the coiled spring – small, bouncy, spiral, and flexible.
To enhance the restaurant’s dining experience, based on the attributes of the spring, the team identified potential solutions to their dilemma –
Small – intimate booths that seat five people and can be closed off from other diners.
Bouncy – ultra-comfortable seating or positive, upbeat music.
Spiral – a dining area set over multiple levels with floor tiles in an intricate pattern. The kitchen team also considers how they can present food items in the shape of a spiral to make meals more interesting or presentable.
Flexible – a restaurant that also serves as a museum with random opening hours that suit the needs of patrons.
When you find solutions using the Forced Connections” method, you break free of your traditional modes of thought. Although the technique requires determination, the results you get can dramatically improve your productivity, help you overcome roadblocks, and lead you to think “outside the box” to get new ideas.
