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
written by Pravin Sabnis since first Monday of 2004
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2 comments:
Hi! I landed here via D D Kosasmbi. Am a bit intrigued by your prelude to "bisociation". I am sure Koestler, when he talked about it, did not mean to endorse the marketing gimmick of adding more and more features (many of them unnecessary or unwanted) just in order to drum up more and more buyers in a mindlessly consumeristic society.
My apologies if I got you wrong, but it does seem as if you are attributing to Koestler motives that he did not harbour when he wrote "The Act of Creation". Koestler lived and wrote somewhat before this marketing plague began.
Viverk.... I believe this artical is more referring to the act of bisociation and bisocaititve thinking...More than you think. Seemingly unrelated acts that would normally be perfomed on seperate ocassions can now be performed at the same time to inhance the experience of shaving and mosturising at the same time... this will enable comfort and smoothness. Although this example may be a bit shallow to you as a "marketing gimmick". If you look deeply you will see the truth is there. Koestler says the Act of creation...The act of creation was there with one bladed shaver.. the extention of the original idea & inovation produced was two blades and a mositurising strip... Marketing is a creative process and a creative act in it's self. What makes you think that marketing was not around when Koestler wrote this articale and that marketing creatives didn't use this. This may have been a simple example of combining two ideas. Non the less it shows the connections. Your comment was made a while ago but it was good for me and my thinking on this usbject to comment anyway.
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