Attribute listing is a systematic technique used in idea generation to explore different

aspects of a problem, product, or concept by breaking it down into its key attributes or
components. By analyzing each attribute individually, you can brainstorm ways to improve,
modify, or innovate the overall concept.

Here's how it works:

1. Identify the object or problem: Choose the product, service, or issue you want to
innovate or solve.
2. List its attributes: Break down the object or problem into its essential parts or
characteristics. For a product, these could include size, color, materials, functionality,
etc.
3. Examine each attribute: For each listed attribute, consider alternatives, changes, or
ways to enhance that specific component.
4. Generate ideas: Use the insights gained from analyzing each attribute to brainstorm
new ideas or improvements.

Example: If you're generating ideas for a new pen, the attributes might be ink type, pen body
material, grip style, color options, and cap type. You'd explore various possibilities for each
attribute to innovate the design.

This method encourages creative thinking by breaking conventional patterns and focusing on
individual parts of the whole.

Morphological Analysis is a structured creativity technique used in idea generation,

particularly for solving complex problems or innovating products. It involves systematically
exploring all possible combinations of different variables or attributes related to a problem or
concept to generate new ideas or solutions.

Steps in Morphological Analysis:

1. Define the problem or product: Identify the issue or item you want to innovate or
solve.

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 2. List the key dimensions or attributes: Break the problem or product down into its
most important dimensions or components. For each dimension, list all possible
variations. These dimensions could be physical attributes, functionalities, or other
relevant factors.
3. Create a morphological matrix (Zwicky Box): Organize the dimensions and their
variations into a grid or table. Each row represents a dimension, and each column lists
possible variations for that dimension.
4. Explore combinations: The core idea of morphological analysis is to explore
different combinations of these variations. By selecting one option from each
dimension, you create a unique solution or concept. This method allows for a vast
number of combinations, promoting creative and innovative thinking.
5. Evaluate and refine: After generating multiple combinations, evaluate their
feasibility and effectiveness, and refine the ones that seem most promising.

Example:

Imagine you are designing a new smartphone. You might list the following dimensions:

 Screen size: 5", 6", 7"

 Battery life: 10 hours, 15 hours, 20 hours
 Camera resolution: 12 MP, 20 MP, 48 MP
 Operating system: Android, iOS, Windows

By combining different options from each dimension, you can come up with multiple new
smartphone configurations to explore.

Benefits:

 Comprehensive idea generation: Ensures all possible variations are considered.

 Innovative solutions: Encourages creative thinking by combining options that might
not normally be considered together.
 Structured approach: Provides a clear framework to explore complex problems.

Morphological Analysis is particularly useful for product design, technical innovation, and
solving multi-dimensional problems.

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Thinking techniques in idea generation are structured methods used to stimulate creative
thinking and help individuals or teams come up with innovative ideas and solutions. These
techniques encourage looking at problems or concepts from different perspectives, breaking
conventional patterns, and fostering lateral thinking. They are widely used in fields like
product development, problem-solving, and innovation.

Here are some common thinking techniques for idea generation:

1. Brainstorming

 A group-based technique where participants generate as many ideas as possible in a

free-flowing, non-judgmental environment.
 Focuses on quantity of ideas over quality at first, encouraging wild, out-of-the-box
thinking.

2. Mind Mapping

 A visual tool that helps organize ideas around a central concept.

 Ideas are linked in branches, encouraging connections between different thoughts,
helping in the exploration of both divergent and convergent ideas.

3. SCAMPER

 A checklist-based method for transforming an existing product or idea. SCAMPER

stands for:
o Substitute
o Combine
o Adapt
o Modify
o Put to another use
o Eliminate
o Reverse
 It helps rethink an existing idea or object in creative ways.

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4. Lateral Thinking

 Coined by Edward de Bono, lateral thinking encourages looking at problems from

different, often unexpected angles.
 Focuses on non-linear approaches to problem-solving, breaking free from logical
patterns and finding alternative solutions.

5. Six Thinking Hats

 A technique developed by Edward de Bono that assigns different "hats" representing

various ways of thinking.
o White Hat: Focus on facts and information.
o Red Hat: Emotional view of the problem.
o Black Hat: Critical thinking and identifying risks.
o Yellow Hat: Optimistic and positive thinking.
o Green Hat: Creative, innovative thinking.
o Blue Hat: Process control and organization.
 This method helps in analyzing a problem from multiple viewpoints.

6. Reverse Thinking

 Instead of thinking about how to solve a problem, you reverse the problem or concept.
 For example, instead of asking "How can we improve customer satisfaction?" you
might ask "How can we make customer satisfaction worse?" This reversal can lead to
insights about the core challenges.

7. Attribute Listing

 Breaks down a product or concept into its basic attributes (e.g., size, shape, color,
function) and then brainstorms ways to improve each attribute individually.

8. Morphological Analysis

 Systematically explores all possible combinations of different attributes or variables

related to a problem or product.

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  Creates a morphological matrix, allowing for diverse combinations and encouraging
new ideas.

9. Analogical Thinking

 Involves comparing the problem to something unrelated or similar to draw insights.

 For example, drawing analogies from nature (biomimicry) to solve technical design
problems, like how Velcro was inspired by burrs sticking to fur.

10. Random Word Technique

 Involves introducing a random word into the ideation process to stimulate new
connections and thinking.
 The random word forces the brain to make associations and connections with the
problem in unexpected ways.

11. Force Field Analysis

 A problem-solving technique that looks at the "forces" for and against a particular
idea or decision.
 By identifying the driving and restraining forces, teams can generate ideas to
strengthen the former and weaken the latter.

12. Nominal Group Technique

 A structured group brainstorming technique where individuals first generate ideas

independently, then share and discuss them with the group.
 Each idea is ranked or prioritized based on group input, ensuring a more structured
evaluation process.

13. TRIZ (Theory of Inventive Problem Solving)

 A systematic approach that focuses on solving problems by looking at patterns of

innovation across industries.
 It involves finding solutions that have already been developed in another context and
adapting them to the current problem.

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14. Conceptual Blending

 This technique involves combining two unrelated concepts to form new ideas.
 By blending different ideas or fields, novel and creative solutions can emerge.

15. Storyboarding

 A visual technique where ideas are represented in sequence, like a comic strip,
showing how they evolve over time.
 Helps in developing and refining ideas by seeing how they unfold in a narrative
format.

Why Use Thinking Techniques?

 Diverse Perspectives: These techniques push individuals to explore different angles,

avoiding tunnel vision.
 Overcome Mental Blocks: They help break down conventional thinking patterns and
stimulate fresh ideas.
 Structured Creativity: While creativity is often thought to be spontaneous, these
methods provide a structured approach to developing ideas.
 Collaboration: Many of these techniques are designed for team environments,
encouraging collaboration and diverse input.

By applying one or more of these techniques, individuals and teams can unlock creative
potential and develop innovative solutions to problems or new ideas.