Category Archives: The Question Technique

Chapter 7: The Question Technique

Similarity, Contrast & Association

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SIMILARITY

Another idea “nudger” is to ask what are the things that resemble it. An idea-man in the Waldorf Astoria took down two dummy pillars, replacing them with showcases that rented for $5000 a year.

CONTRAST

What is unlike it, opposite, different? By contrasting it with different ones, factors or elements of these may be in­corporated to give an interesting idea.

The name of Blue Goose on fruit has become a familiar one. The story behind it reveals an interesting application of this question of contrast. Gordon Green observed that loving care went into every phase of the actual development of a fine product, but then the beauties of grove and orchard were dumped into rough wooden boxes, carted to the freight house, stacked unsentimentally in the trains to green grocers, and finally stuck under the customer’s arm in a brown paper bag. Green perceived that there was a ro­mantic and aesthetic side to the growing and marketing of fine fruit which was being entirely overlooked. He was convinced that the fine flavor and beauty of the fruits de­manded packaging and marketing in keeping with their superiority. The idea of selling flowers arranged in bowls and baskets was an old one. Fruit was just as beautiful and had the added virtue of usefulness. With this comparison in mind, he created a fine business of gift baskets to com­memorate anniversaries, convalescence, bon-voyage and other special occasions. He now ships to some 100,000 people in every state of the country. (Again, this was originally written in 1961.)

He also used the when question, devising an idea similar to the book-of-the-month club, which he calls Fruit o’ the Calendar Club. He supplies seasonal delicacies. At Christ­mas he ships more than 250,000 boxes and baskets grossing more than $1,200,000.

ASSOCIATION

Association is invaluable to creative ideas. As an example of association of ideas, anyone who is looking for inspira­tion in the field of textile design can find an unlimited number of beauties by a visit to any aquarium or the sur­vey of colored pictures of fish in a good book on the subject.

Visualization, Impression, Characteristics & Co-existence

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VISUALIZATION: CAN YOU IMAGINE?

What mental picture does it or can it suggest? Visualization aids memory and has been called the basis of confi­dence, autosuggestion and inspiration. Keen images are im­mensely important to accurate, colorful, graphic descrip­tions in explaining ideas to other people and influencing them.

IMPRESSION: WHAT WILL PEOPLE SAY?

Specify to yourself in so many words, what impression the concept or product makes upon you. What feelings, in­terests or opinions does it arouse? These are the factors that will create resistances or the approval of others, and if you anticipate them, you will be that far ahead, and can build up the good and eliminate the unfavorable impressions.

CHARACTERISTICS: WHAT’S IT GOT THAT STANDS OUT?

It is well to be aware of the most distinguishing characteristics or functions, such as food—nourishment; building —shelter. This knowledge highlights essential information when discussing with others and indeed when first analyz­ing a project.

CO-EXISTENCE: (Non-Political)

By this we mean what is necessary for the existence of the object or idea. Thus atomic energy requires uranium; an aquacade must have water; a library must have books. There is little use for an individual to attempt a project which may involve the use of a material which it is mani­festly impossible for him to acquire.

The Whole & the Parts

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The Whole: Outside Looking In

A keyword which helps to establish relationships is this one of whole. The object or plan is composed of what parts or materials, as chair—legs, wood, etc.; or the whole 01 general classification of what particular thing, as city— Paris.

Parts: Inside Looking Out

Closely related to whole is the sort of obverse, namely part: it is a part of what larger whole, as India—Asia. Or a particular thing is in what larger whole or general classi­fication, as Yo-Yo Ma—cellist; or rug—home furnishing.

The Past & the Future

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The Past: Look Back

Of much value to the idea seeker, since all ideas are the result of combinations of known things, is the keyword past. If you can work out how and where your subject is or can be related to the past, you have a good point of departure. You should ask yourself about the past history —the story of the evolution of the prime factors of your special interest. You should learn the various attempts to solve certain of the problems involved; the failures and the successes. You should know the various theories advanced in its history, and answer the objections to each. This saves much energy in retracing work that has already been done or endorsed or repudiated. If you fairly saturate yourself with the known facts concerning the subject and the sub­jects associated with it, you will find such information a fine nucleus for ideas. Many idea producers use the past directly to inspire the present. Most things, in which fashion is concerned, are derived with the past as a beginning point. Industrial designers go to museums for ideas as to objects in ancient use which can inspire new ideas for today. Cos­tume jewelry is a case in point. The Egyptian displays are especially wonderful for this. Often we can satisfy the desire for something new by changing the old thing in some simple way, just as we frequently hear classical music themes utilized in modern songs.

The Future: Look Forward

Since we necessarily live in the future, even if it is only as far as the next minute or day or week, we should question ourselves as to how the matter is likely to affect the future or be affected by it, or how it may develop.

Improvement

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Naturally the search for improvement is always prolific of new ideas. Few things are perfect, and anything you can do to improve its operation, or performance, simplify its complexity, lower its cost, or add a value to it, is the subject of an idea.

Some years ago a grocery clerk was cutting cheese for a customer. He kept it under a glass bell, which was re­moved from the whole large piece while he cut, weighed and wrapped the small piece. Meanwhile the large piece was exposed to air and flies. The thought came to the clerk: Why not put cheese in sanitary packages? That would elim­inate inaccurate weight, for each package would contain a pound, and no one would have to bother weighing it or wrapping it. It would speed up service; keep off flies and other spoilage. It was this simple, obvious idea which gave to J. L. Kraft, the alert grocer who had it, wealth and fame which he very rightly deserved for filling several good needs at a time. More will be said about the improvement urge in the next chapter.

In any search for ideas, one or more of the foregoing keywords will give you a clue, start a train of thought and bring you eventually face to face with a solution.

Incidentally, as a most valuable byproduct, should you be unexpectedly required to make a speech or write a piece, follow down this entire list of twenty keywords in the order given, and relate your subject to each of them which is appropriate. You will be amazed at the easy, or­derly, guided, logical result you can produce on the spot. It will pay anyone in a thousand ways in all kinds of situa­tions, to know these twenty as well as he knows the alpha­bet. To do so can serve as a constant check upon the comprehensiveness and clarity of your thinking.