Attribute Listing and Divergent Thinking

The technique of attribute listing, developed by Professor Robert Platt Crawford of the University of Nebraska/consists of listing all the attributes or qualities of a problem or object.

Then the problem solver systematically analyzes each attribute or group of attributes and attempts to change them in as many ways as possible.

Examples of attributes include physical attributes, such as color, speed, odor, weight, size, and mass;

social attributes, such as norms, taboos, responsibilities, leadership, and communication;

psychological attributes, such as perception, motivation, appearance, symbolism, self-image, and needs;

and other attributes such as cost, function, length of service, and so on.

Morphological Forced Connections
This application of attribute listing is contained in The Universal Traveler which authors Koberg and Bagnall call "Morphological Forced Connections". They give the following rules for their "foolproof invention-finding scheme" along with an example showing how their scheme works.

After all, inventions are often new ways of combining old bits and pieces.

Example: Improve a ball point pen
1. List the attributes of the situation.

2. Below each attribute, place as many alternates as you can think of.

3. When completed, make many random runs through the alternates, picking up a different one from each column and assembling the combinations into entirely new forms of your original subject.

After all, inventions are merely new ways of combining old bits and pieces.

 Invention: A Cube Pen:  One corner writes, leaving six faces for ads,
calendars, photos, etc.

Try this Exercise:
You are a consultant for a brickyard that makes common red construction bricks and the company is in financial difficulties.

The manager of the brickyard is interested in new uses for his products and has asked you to provide him with some.

List all the attributes of a brick.

Now list ALL of the uses you can think of for bricks.
Remember to aim for fluency and flexibility of thinking and not to get hooked into premature judgement or labeling.

Were you fluent or flexible?

Analytic Problem:
A problem which has a single correct answer.
If the light is not on, is it off?

Divergent Problem:
A statement which allows for many solutions.

The way in which a problem is stated can either encourage or discourge creative responses.

Redefining a problem, without changing it's objective, can force you to think beyond the "normal" solutions.

Redefining a problem is the opposite of
"functional fixedness"; a mind-set, or a tendency to perceive an object as being able to carry out only the function for which it was designed.

Functional fixedness limits the number of possible resources an individual can use when faced with certain tasks.

What can you use the following for, other than their normal functions?
- shoe
- lipstick
- rubberband

Problem: Develop a better toothbrush
Typical solution: utensil with a handle and bristles of some sort at one end.

Restate the problem:
What is a better way to clean teeth?
This allows your mind to search for non-stereotypical solutions.