Synectics

What Is Synectics?

Synectics is a creativity technique that is closely related to brainstorming. The main difference is that Synectics is more formalised and rigorous than brainstorming. It might seem strange to formalise a creative process, however many people feel the open-ended nature of free-form brainstorming overwhelming. Synectics helps by giving you a guide for generating new ideas. It is often summarised as "making the strange familiar and making the familiar strange".

Although normally considered as a creativity technique or process, synectics can also be considered a state of mind or even a philosophy. It is essentially about combining entities, be those entities people, existing ideas or even physical objects ("The secret is to bang the rocks together, guys.").

The Synectics Methodology

Synectics was formally created by William Gordon and George Prince. Gordon and Prince eventually disagreed about the details of the system, however the basic principles are widely accepted. Synectics as we know it today is usually attributed to Gordon who published it in 1961.

There are many different ""tools" in the Synectics kit. All are based on the same principles: looking at familiar things in unfamiliar ways and combining the previously discrete. Perhaps the best known synectic technique is the use of trigger questions.

When beginning to think about a subject, it is useful to write down a list of words that relate to it. These can be physical aspects, proceses, emotional connotations, anything. The "trigger questions" can then be used to prompt analysis and synthesis of these.

A common list of trigger questions is based around these principles:

Subtract
Add
Transfer
Empathise
Animate
Superimpose
Change
Scale
Substitute
Fragment
Isolate
Distort
Disguise
Contradict
Parody
Prevaricate
Analogise
Hybridise
Metamorphose
Symbolise
Mythologise
Fantasise
Repeat
Combine

The output of these transformations can be captured on paper, on a whiteboard or you can buy PC software to assist in the process.

One distinguishing factor of synectics is its emphasis on metaphor and fantasy. For example, if trying to determine how to respond to a business threat then this could be likened to defeating with a fire-breathing dragon. What are the dragon's strengths (its "fire")?, weaknesses (the "soft underbelly")?, desires (a pile of gold? human sacrifices? worship?), what weapons would dragonslayers need?, can the dragon be tamed instead of slain?, etc, etc. All of these fantasies could give ideas on how to deal with a very real commercial "opportunity".