Analogies

Analogies Description:

To look at a problem in a new way by asking a group to compare it to a completely different situation thus triggering creative ideas.

Often, the original analogy has disappeared by the time you make your final selection.

Method:

1- Describe the problem to be solved and ask the group to brainstorm a list of analogies. The best way to come up with it is to think of the problem and say ‘It’s a bit like...’.

Alternatively, the group leader could ‘impose’ an analogy from which to work.

For example, a fairy tale (Snow White, etc) or a situation from history (the Battle of Waterloo, etc).

2- Select an appropriate analogy from the list .

3- Ask the group to compare the problem at hand to the analogy and come up with suggested actions.

For example, in the Snow White analogy, the seven dwarves could be smaller companies or departments who could help you solve your ‘wicked witch’ problem.

4- Note ideas as they come and encourage triggers to new, unrelated solutions.

5- Select solution(s) and elaborate .

Problems: How to develop the employment agency business in the face of stiff competition?

Analogies:

•‘It’s a bit like...’ A trapper venturing into the Canadian tundra surrounded by bears and Indians.

• Building a hotel in the middle of the Sahara desert.

• Selling fans to the Patagonians.

Selected:

Hotel in the desert.

Triggers:

From ‘deserts’ to new markets to be explored - despite the ‘heat’. From ‘new markets’ to the example of banks creating specific products and services for the under 18’s so as to keep them as adult customers.

From the idea of the under 18’s to the Eureka suggestion of offering computer seminars, factory visits and talks from occupational psychologists to 12-15 year olds.

This realcase (in Switzerland) provided the organization not only with future clients but also some interesting free PR in the national press.

analogies update