We start by stating the problem.

How to improve customer service in our store.

Note the statement is pithy, specific and says 'how to...'.

Swing

Now we move away from the problem and onto the word. What does it make us think of?

Garden, playing, funfair, boat, tassled ropes, long flowing dresses and parasols, bridge over canal, summer sun.

Some associations are direct, others less obvious. The 'long flowing dresses and parasols' entry refers to a painting of a woman on a swing.

Now look back at your problem and think how the associations might help. This is the bit that's hardest to start with, but becomes easier in practice. Here's some examples (remember, we're trying to improve customer service in our store):

Garden - have a garden party, start a garden outside the store where staff can go in their breaks, start out of hours clubs.
Playing - make it fun to be at work, start a drama group.
Funfair - team/store outing to a theme park
Tasseled ropes - make working environment more pleasant
Long dress etc. - change uniform from utilitarian to something attractive. Competition for customer service with prize of a holiday in the sun.
Bridge over canal - make bridges between staff and management: away session (on canal?) to generate ideas for improved service.

Note that you don't have to use every association, and each can be used many times. Links can be indirect, like jumping from garden to gardening club to out of hours clubs ... you get the idea.

Copyright © Creativity Unleashed Limited 2006
Last update 13 September 2006