Creative Thought:
Bisociation
In 1971, the twin blade joined the single blade in the Gillette shaving razor. Then a pivot was added in 1977. Further a lubricating strip was attached. In the early 90s, springs were inserted to create the Sensor. The inclusion of microfins created the Excel. The addition of a third blade created the Mach3, battery power was supplemented to create M3 Power and last year Fusion came along with five blades.
Note that with every addition the value and the price increased too. Ditto for the original radio that became a two-in-one with the addition of a cassette player. A audio recorder was added, then a CD player, yet later a VCD player was inserted and then the DVD player too joined the ranks to create the multi-product sound system.
This practice of bringing together two things is called BISOCIATION. Arthur Koestler coined the term ‘bisociation’ in order to make a distinction between the routine skills of thinking on a single ‘plane’, as it were, and the creative act, which always operate on more than one plane.
Koestler stated that “every creative act involves bisociation, a process that brings together and combines previously unrelated ideas.” While association refers to previously established connection among ideas, bisociation involves making entirely new connection among ideas. Koestler’s definition addresses all forms of creativity, whether in design, art, science or humour.
To be better than we are we need to associate with bisociation in everything we do. That will ensure that we will be constantly innovating and approaching every routine situation with an open mind and a readiness to connect to the unconnected. It is pertinent to note that most successful bisociation have been rendered with already successful products. Hence even if something seems to be the best, it can always be better!
To BE BETTER we need to embrace bisociation . . . Bringing two things together can result in innovation!
- Indian Skeptic
