MONDAY MUSE (28 January 2008)
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 operates 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 connections among ideas, bisociation involves
making entirely new connections 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 bisociations 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!
Regards
Pravin-da
28 January 2008, Goa.
Since 2004, the Monday Muse series (based on the annual theme of JCI-India) is
penned by Pravin Sabnis - a life coach with a passion to connect people to
their potential. He employs his creative competencies in theatre and trekking
in his unlearning unlimited workshops conducted for leading corporate & other
groups.
Pravin K. Sabnis
visit: www.unlearningunlimited .blogspot.com
www.poems-pravinsabnis.blogspot.com
www.monday-muse.blogspot.com
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