Semantic intuition is responsible for any number of creative works--including much of Sting's repertoire, the movie "The Princess Bride," and "The Odd Couple." Use this brainstorming technique to improve your creativity and power innovation.
Does Sting have a creative secret for writing a hit new song? Is there a trick Neil Simon uses to get ideas for plays? How about a creative strategy screenwriter William Goldman (of Butch Cassidy and the Sundance Kid fame) might use to find inspiration for a new novel or movie? Turns out they have all used a version of a group brainstorming technique known as "semantic intuition," the creative technique we use to help our Fortune 500 clients create their next breakthrough product or award-winning promotion.
The oddly named, but extraordinarily powerful technique was invented by Helmut Schlicksupp, an employee of the Battelle Corporation’s office in Germany. Semantic intuition is a word-combination technique where brainstormers name an idea first, and then try to figure out what the new idea might be, given its name. As counterintuitive or even as impossible as this group idea-generating strategy might sound, there’s actually a precedent for it in the creative arts.
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via Fast Company http://www.fastcompany.com/3003864/creative-secret-sting-uses-write-new-songs?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+fastcompany%2Fheadlines+%28Fast+Company%29
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