Forced connections (also called forced relationships) is an idea-generation technique that pairs a problem with an unrelated object, word or idea and asks what the combination suggests. It is usually credited to advertising executive Charles S. Whiting, author of Creative Thinking (1958), who taught forced relationships alongside checklists and attribute listing in the creative problem-solving movement of the late 1950s.
Groups tend to generate variations of what already exists; an unrelated stimulus pushes them to look elsewhere.
02
Work through attributes
Rather than combining two things whole, list the partner's properties and test each one against the problem.
03
Generate before judging
Collect many combinations first, including odd ones, then screen them for feasibility in a separate step.
Where you see it today
AI as a combination engine
A language model can pair a problem with dozens of random concepts in seconds. In a large study, NLP researchers judged research ideas from an AI agent as more novel than ideas from human experts, though slightly weaker on feasibility, and the agent’s ideas lacked diversity (Si et al., 2024).
In an online experiment, writers who got story ideas from a language model produced stories rated more creative, yet those stories were more similar to each other (Doshi and Hauser, 2024). Forced connections only work if the random partner is genuinely random, not the model’s most likely suggestion.
Many familiar products read like forced connections: a phone and a camera, a car and a software platform, a bank and a chat app. Design teams still run the exercise deliberately when a roadmap starts to look like last year’s.
Workshops and hackathons
Random-word cards, image decks and “what if X met Y” prompts remain staples of ideation workshops, now often with an AI assistant suggesting the partners.
Forced connections vs other creativity techniques
Forced connections
What it doesPairs the problem with an unrelated stimulus
What it doesUses provocation and random entry points to shift perspective
Best forChallenging assumptions
How to use it
Write the problem as one specific sentence before you pick any random partner.
Choose partners at random from a list, a dictionary or a photo, not from what first comes to mind.
List at least five attributes of each partner and test every one against the problem.
When using an AI assistant, ask for unusual pairings and reject the obvious ones, so you avoid the sameness that model suggestions can bring.
Separate generation from judgment: score ideas for feasibility only after the session ends.
The Business Engineer lens
AI makes combinations cheap, so the bottleneck moves to choosing which combination is worth building. The Business Engineer treats idea generation as a pipeline in which selection and testing matter more than volume.
An idea-generation method that pairs a problem with an unrelated object or idea and explores how the second one's attributes could change the first.
Who created forced connections?
It is usually credited to Charles S. Whiting, author of Creative Thinking (1958), who taught forced relationships as part of the creative problem-solving movement.
Can AI do forced connections?
Yes. Language models can generate many pairings quickly, but research suggests their ideas can be less diverse, so people still need to push for unusual partners and judge the results.
How is it different from SCAMPER?
SCAMPER applies a fixed checklist of changes to a problem, while forced connections brings in an arbitrary outside stimulus.
The complete explainer, cleaned up and reformatted for mobile.
Forced connections is a brainstorming technique where two or more unrelated objects or descriptors are combined in an attempt to devise a solution.
The premise of forced connections is simple: combine unrelated things to create new ideas. Koberg and Bagnallβs initial technique is widely considered to be the precursor of modern designthinking.
More modern interpretations call on the brainstorming team to select an object or picture at random, list a few attributes, and connect those attributes to the problem or project at hand.
Definition
ExplanationForced Connections, in the context of creativity and ideation, refer to a deliberate technique or exercise aimed at establishing relationships or connections between seemingly unrelated ideas, concepts, or elements. The goal is to stimulate creative thinking, generate novel ideas, and overcome mental barriers by forcing the mind to explore unconventional associations. It is commonly used in brainstorming sessions and creative problem-solving.
Key Concepts
Explanation– Creativity: Forced connections are a creative thinking tool to inspire innovative ideas. – Divergent Thinking: Encourages divergent thinking by exploring various associations. – Combining Elements: Involves combining elements or concepts to create new perspectives. – Breaking Patterns: Challenges conventional thought patterns and assumptions. – Metaphorical Thinking: Often relies on metaphorical or analogical comparisons.
Characteristics
Explanation– Non-Linear Thinking: It encourages non-linear, imaginative thinking. – Idea Generation: Used as a technique for generating a wide range of ideas. – Unconventional: Promotes unconventional associations and viewpoints. – Structured Exercises: Can be structured exercises or spontaneous mental processes. – Interdisciplinary: Draws from diverse fields and knowledge areas.
Implications
Explanation– Enhanced Creativity: Encourages participants to think creatively and consider alternative perspectives. – Problem Solving: Useful for solving complex problems by exploring unique solutions. – Innovation: Can lead to innovative breakthroughs by connecting unrelated concepts. – Overcoming Blocks: Helps overcome creative blocks and mental barriers. – Communication: Can aid in communicating complex ideas by drawing relatable analogies.
Advantages
Explanation– Idea Generation: Effective for generating a wide array of ideas. – Innovation: Fosters innovation by encouraging fresh perspectives. – Problem Solving: Useful for addressing complex problems. – Creative Stimulation: Stimulates creativity and divergent thinking. – Versatility: Applicable in various fields and industries.
Drawbacks
Explanation– Forced Nature: May feel artificial or forced, leading to resistance. – Quality Control: Generating many ideas does not guarantee high-quality solutions. – Time-Consuming: The process can be time-consuming in group settings. – Not Always Effective: Some individuals may not find forced connections helpful. – Requires Skill: Effective facilitation may be necessary for best results.
Applications
Explanation– Brainstorming: Used in brainstorming sessions to generate creative ideas. – Design Thinking: Applied in designthinking processes to spur innovation. – Problem-Solving Workshops: Conducted in problem-solving workshops to explore unconventional solutions. – Advertising and Marketing: Utilized in advertising and marketing campaigns to create memorable and unique concepts. – Education: Employed in educational settings to foster creative thinking among students.
Use Cases
Explanation– Creative Advertising: Creating advertisements that connect products with unrelated concepts to capture attention. – Product Design: Developing innovative product designs by combining disparate elements. – Scientific Discovery: Making scientific breakthroughs by connecting unrelated theories or phenomena. – Conceptual Art: Creating conceptual art that challenges conventional ideas and perceptions. – Literary Metaphor: Using metaphorical thinking to enrich literature and storytelling.
Conclusion
ExplanationForced Connections is a valuable technique for stimulating creativity, fostering innovation, and overcoming mental barriers. While it may have drawbacks and require skillful facilitation, its application in various fields, from advertising to scientific discovery, highlights its potential to generate novel ideas and solutions by forging unexpected connections between diverse concepts.
Understanding forced connections
Forced connections is a brainstorming technique where two or more unrelated objects or descriptors are combined in an attempt to devise a solution.
Forced connections is a technique businesses can use to revitalize an internal brainstorming process that has become stale or tired.
The premise of forced connections is simple: combine unrelated things to create new ideas.
The technique can trace its origins back to authors Don Koberg and Jim Bagnall. In their 1972 book The Universal Traveler: A Soft-Systems Guide to: Creativity, Problem-Solving, and the Process of Reaching Goals, the pair outlined a technique that required teams to create a matrix and follow three steps:
In horizontal columns, the team lists the attributes of an item or situation.
Below each attribute, the team then lists as many alternatives as possible. For example, a product development team may brainstorm alternatives such as βwoodβ and βglassβ for the βProduct materialβ column.
When completed, the team moves across the matrix and links alternatives from each of the various columns at random. They repeat this process several times to combine unrelated alternatives in different ways.
Koberg and Bagnall’s work is widely considered to be the precursor of modern designthinking, and numerous variations of their forced connections technique are still used today.
A modern interpretation of the forced connections technique
Below is a modern interpretation of the forced connections technique
Start by selecting a stimulus that is unrelated to the problem or project in question. This is typically an object, picture, or the like.
List four stimulus attributes. What can the team see? What does it make them think about? Can they associate the stimulus with something else?
For each attribute, connect it to the problem or project at least twice. Bonus points if the team can create three or more connections.
Repeat as necessary.
Forced connections example
Let’s take a look at a forced connections example to better understand how the process may be carried out.
Consider a restaurant that has experienced a substantial reduction in patronage and wants to brainstorm ways to enhance its dining experience.
In the office of the restaurant, the team decides on a coiled spring as the stimulus item after a stapler is found dismantled on the desk.
With the stimulus identified, the team lists four attributes and links them to potential initiatives to enhance the dining experience:
Small β intimate booths that seat five people and can be closed off from other diners.
Bouncy β ultra-comfortable seating or positive, upbeat music.
Spiral β a dining area set over multiple levels with floor tiles in an intricate pattern. The kitchen team also considers how they can present food items in the shape of a spiral to make meals more interesting or presentable.
Flexible β a restaurant that also serves as a museum with random opening hours that suit the needs of patrons.
Case Studies
Enhancing Public Parks:
Stimulus: A kite
Attributes:
Wind-powered
Playful
Colorful
Soaring
Connections:
Wind-powered: Install wind turbines to generate clean energy for park facilities.
Playful: Create interactive, colorful sculptures and play areas for children.
Colorful: Organize seasonal art festivals with vibrant installations.
Soaring: Build observation towers for panoramic views of the park and city.
Revamping Home Workspaces:
Stimulus: A hammock
Attributes:
Relaxing
Suspended
Portable
Comfortable
Connections:
Relaxing: Introduce relaxation zones with comfortable seating in home offices.
Suspended: Design adjustable standing desks that can be suspended from the ceiling.
Portable: Develop collapsible, portable workstations for remote workers.
Comfortable: Incorporate ergonomic furniture and accessories for added comfort.
Enhancing Grocery Shopping:
Stimulus: A shopping cart
Attributes:
Wheeled
Compartmentalized
Pushable
Practical
Connections:
Wheeled: Implement smart shopping carts with built-in navigation.
Compartmentalized: Offer customizable grocery compartments for better organization.
Pushable: Develop an app for remote-controlled shopping cart assistance.
Practical: Create a virtual shopping assistant app for efficient list management.
Improving Mental Health Support:
Stimulus: A hot air balloon
Attributes:
Elevated
Tranquil
Expansive
Drifting
Connections:
Elevated: Establish rooftop gardens or meditation spaces for mental health centers.
Tranquil: Develop guided meditation apps with serene natural soundscapes.
Pollination: Introduce bee-friendly farming practices to increase crop yields.
Honey production: Diversify income sources with honeybee-related products.
Collaboration: Create platforms for farmers to collaborate and share resources.
Improving Road Safety:
Stimulus: A traffic cone
Attributes:
Alert
Bright
Reflective
Redirecting
Connections:
Alert: Develop AI-based traffic monitoring systems to alert drivers of hazards.
Bright: Install LED road signage for improved visibility at night.
Reflective: Use reflective materials in road markings and signage.
Redirecting: Implement smart road systems that dynamically reroute traffic.
Enhancing Virtual Events:
Stimulus: A virtual reality headset
Attributes:
Immersive
Interactive
360-degree
Digital
Connections:
Immersive: Organize virtual events with 3D immersive environments.
Interactive: Incorporate live Q&A sessions and virtual networking opportunities.
360-degree: Offer 360-degree live streams of physical events for remote participants.
Digital: Develop virtual event platforms with customizable avatars.
Key Highlights
Forced Connections Technique: Forced connections is a brainstorming technique where unrelated objects or descriptors are combined to generate new ideas and solutions.
Origin and Modern Interpretation: The technique was first outlined by authors Don Koberg and Jim Bagnall in their 1972 book. A modern interpretation involves selecting a stimulus unrelated to the problem, listing its attributes, and connecting those attributes to the problem or project.
Revitalizing Brainstorming: Forced connections can revitalize a stale brainstorming process within a business.
Steps of the Technique: The technique involves selecting a stimulus, listing four attributes, and connecting those attributes to the problem multiple times.
Forced Connections Example: For instance, a restaurant looking to enhance its dining experience might use a coiled spring as the stimulus, listing attributes like “small,” “bouncy,” “spiral,” and “flexible,” and then connecting them to potential initiatives for improvement.
Gennaro Cuofano is a CRO and tech executive who has worked in AI since late 2015, starting with bringing NLP, natural-language generation, voice and chatbot products to the marketing industry. His background is in law and finance: he holds a Master's degree in Law and an International MBA with an emphasis on corporate finance (LUISS Business School and the University of San Diego, 2012), and worked as a financial analyst at a real-estate investment firm in San Diego and as an assistant controller. His work focuses on business model strategy, business engineering and, more broadly, structural analysis: how companies make money, read from their own filings. He created FourWeekMBA and leads research there and at The Business Engineer, his newsletter on AI and business strategy, with over 95,000 subscribers and more than 1,000 published analyses. His writing has also appeared on Entrepreneur (for example, How to Digitize a Family Business in Europe) and HackerNoon. Find him on LinkedIn and Substack. See how we source.
