Random Stimulus

If you have more than eight people, split them into equally divided groups. If you have less than four participants, use a different idea-generation approach such as Imaginary Brainstorming (Technique 19) or Random Stimulus (Technique 21). Either way, select a mixed team that includes people who are familiar with the issue at hand as well as outsiders who can promote a new perspective. 

If you don t end up with enough viable ideas, create another imaginary statement by replacing a different element and go through the steps again. Or try another idea generation approach such as Creative Challenge (Technique 15) or Random Stimulus (Technique 21). 

Techniques like Random Stimulus initially might seem too disconnected in the way they lead to new ideas, but this disconnection from one s mental inertia is exactly what is needed. Humans naturally establish logic patterns as they process information over time, so creative thinking actually becomes unnatural. The only way to spark it is to move away from these patterns, and using Random Stimulus is one way to do that. 

A random stimulus can be any kind of signal—a word or image, even a sound or smell—that forces you to move your thoughts to a new place outside of your current focus and associations. 

Scenario Fueled by an expanding population of recreational runners, manufacturers and retailers in the running equipment and apparel industry have introduced many innovative solutions aimed at both short- and long-distance runners. Let s see how Random Stimulus could help a company in this realm generate new ideas. 

You can use the Random Stimulus technique to generate solution ideas for a JTBD, or even for an outcome expectation (see Exhibit 21.3 for an example of the latter). 

Use the list of 150 words in Exhibit 21.1 to spawn new and great ideas. But don t just pick your favorite word or image—randomness is key. The further the random stimulus is from the JTBD, the higher the chance of generating outside-the-box ideas. 

When you re finished generating ideas, review the list. li you need additional ideas, repeat the steps with a different random stimulus. Or, try another idea generation technique such as Provocation and Movement (Technique 22). 

Exhibit 21.3 shows another example of Random Stimulus using an image to generate new ideas for minimize cost associated with activities, which is an outcome expectation for the JTBD of improve employee morale in operations. 

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