What is Connect and Match?
The "Connect and Combine" technique is a creative tool that invites innovators to merge seemingly unrelated objects or ideas. This strategy is based on creating unexpected connections and imagining how two different elements could coexist. This practice not only encourages originality, but also results in more provocative and effective creative processes.
The art of the Shindogus, inspirers of Connect and Combine?
To understand the power of "Connect and Combine," it is useful to explore the concept of shindogus, or "the art of the useless." Shindogus are objects designed to solve very specific needs and, while they may seem impractical at first, some have evolved into commercial innovations. The key to shindogus is to deliberately bring two disparate elements together, generating new uses or unusual experiences.
- Prominent examples:
- Child mopping the floor while crawling.
- Hat roll for those who want to keep tissues handy when catching a cold.
- Fan for cooling ramen while eating.
How to apply the Connect and Combine technique to specific problems?
Applying this technique begins by selecting an object or need and cross-referencing it with other items. For example, think: "What could happen if I combine glasses with other objects?". From there, creativity flows, considering:
- Combinations with objects: what if you mix lenses with a filter or a cap?
- Combinations with needs: What if you mix lenses not only to protect eyesight, but also to improve vision against blue light from screens?
- Emotional combinations: Imagine eyewear that is not only functional, but bold or seductive.
Why does combination and connection generate happiness?
On a biological level, connecting and combining activates the release of dopamine, a chemical linked to pleasure in the brain. This process is similar to:
- The joy of understanding a joke before the punch line.
- The satisfaction of crossing off completed tasks in a diary.
The connections revealed and patterns discovered provide a sense of accomplishment and well-being, which keeps this technique alive in everyday creativity.
Practical example: Snapchat and the power of camera-lenses.
A relevant application of "Connect and Combine" is the development of Snapchat's Spectacles, which combined lenses with camera functions, allowing images to be captured directly from the user's perspective. This product not only integrates the utility of both technologies, but also incorporates an emotional and playful dimension by adding specific vending machines to acquire them, thus exploring multiple combinations.
We invite everyone to apply this technique - connecting and combining is simple, rewarding and will take you to new frontiers in your creative journey!
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