 |
|
|
|
|
|
|
|
WORD SALAD
|
|
|
|
WORD SALAD is one of the most useful all-purpose techniques in the Creative Aerobics Toolbox. It can be used to help a group quickly explore and
brainstorm almost any idea, concept, topic, or theme --anything involving the target, the product, the competition, the positioning, or the brand. WORD SALAD can be used to accomplish two intellectually
important functions:
- get to the heart or core of a topic or issue ("convergent thinking")
- break mindset and explore interesting new aspects and possibilities of an idea or issue ("divergent thinking")
|
|
|
|
|
|
|
|
|
Identify the keyword(s) or concept(s) that you want the group to explore.
- Put markers and piles of half-sheets of paper around table/room.
- Setup flip chart.
- (Optional) Tear-off many short strips of masking tape and stick along edge of wall where display will be taped up.
|
|
|
|
|
|
|
|
|
1. Present the keyword/concept to the group. |
|
|
|
|
2. Give everyone five minutes to SILENTLY write out what
comes to mind when they think of the keyword/concept.
- Instruct them to write ONE word or phrase or drawing per sheet of paper--written large enough to be easily read from a distance.
|
|
|
|
|
3. After participants have begun writing, collect the initial work
and begin taping the sheets on the wall.
- Try to "cluster" the sheets by similarity of idea or theme as you tape them up.
- If the group is very large or the participants are prolific, you will need to recruit one or more people to help you tape the sheets on the wall--after you have established the initial clusters as a
reference.
- Use the previously torn pieces of tape (see preparation) to help you put up sheets as quickly as possible.
- Option: recruit someone to stand by you to tear and hand you pieces of tape.
|
|
|
|
|
4. GETTING TO THE HEART OF THE MATTER
- Lead group in reviewing the entire wall display.
- Point to and quickly read each sheet out loud.
- Ask the group to identify core ideas and themes--e.g., frequently mentioned ideas or words or words that capture the "essence" of the concept.
- Record the "core" words, ideas, themes on the flip-chart.
- Discuss.
|
|
|
|
|
5. BREAKING MINDSET and looking for new avenues of thought
- Now ask the group to nominate the ideas and themes on the wall that they find to be the most
unusual, interesting, or puzzling--e.g., words or ideas that are not typically associated with the concept. Ask authors of puzzling items to come forward and explain what they were thinking. Facilitate discussion.
- Make a list of the most unusual or interesting words on the flip-chart
- Discuss. Add to the display or flip-chart list, if you need to.
|
|
|
|
|
(6.) (Optional) Repeat WORD SALAD exercise using the most
promising of the unusual or interesting words as the "seed."
- Look for the core/essence of this new word or idea as well as it's unusual or interesting "edges."
- By repeating this exercise several times using the most unusual or interesting words produced each time, you lead the thinking further away from the original keyword/concept but in a way that follows a
"logic track." The goal is to arrive at an entirely new and interesting place in your thinking.
|
|
|
|
|
|
|
|
|
- 6 - 25 participants
- Half-sheets of typing paper (e.g., one or more reams of "legal-size" copy paper [8.5 x 14-inches] cut in half)
- Markers
- Masking tape
- Flip-chart and pad
- Large unencumbered wall space
|
|
|
|
|
Click for instructions to other techniques |
|
