Written by: Fouad Khafaga
Twitter: @fouad_khafaga
Linking
One of the interesting things of the human ability is that
we are able to connect and link ideas that in their own nature not necessarily relate-able, for example the evil spirits and the dark those are two independent
ideas that does not in their foundation share a common aspect, yet we were able
to link those two ideas to create tales, music & movies.
In a lot of the horror movies they use the concept of the haunted
houses which are just the host of the two ideas evil spirits and darkness. The
concept of merging ideas in this way was able to produce many creative
applications in business, entertainment and human development field.
Here is an example
When seen from a distant chess players can sit still in the same
place for hours, this in the first sight does not seem like a physical activity
and in fact it’s far off from being a sport. However when asked about chess
player say it’s a sport and it’s a bloody sport.
Idea 1A : chess Ideas 1b : martial arts
creative link : the book samurai chess
the writer made a creative link between the martial arts techniques and common philosophies like the art of sacrifices and the how to weaken the enemy physically and mental and applied such techniques to a chess board which resulted in what became a very interesting read and some revolutionary concepts.
Note: we can also make the same link through the book art of war by writing a book titled the art of chess war for example.
Idea 1A : chess Ideas 1b : martial arts
creative link : the book samurai chess
the writer made a creative link between the martial arts techniques and common philosophies like the art of sacrifices and the how to weaken the enemy physically and mental and applied such techniques to a chess board which resulted in what became a very interesting read and some revolutionary concepts.
Note: we can also make the same link through the book art of war by writing a book titled the art of chess war for example.
Our brain contains 86 billion neurons every new connection between
two new neurons makes us smarter; following the same concept making new
connection between thoughts that might seem either irrelevant or unrelated creates
a new channel of creativity.
Consider thinking of cars body and
human skin, seems like 2 far apart ideas yet BMW doesn’t think so they did
introduce a concept car called Gina the this is what they can to say about the
design of Gina :
“The GINA Light Visionary Model has an almost seamless outer skin, a flexible textile cover that stretches across a movable substructure. Individual functions are only revealed if and when
“The GINA Light Visionary Model has an almost seamless outer skin, a flexible textile cover that stretches across a movable substructure. Individual functions are only revealed if and when
They are needed. With this model, BMW
Group Design initiates a fundamental discourse about the characteristics that
will affect the development of cars in future. It is therefore fundamentally
different from concept cars, which reflect what is expected of them by implementing
as many elements as possible in a future production model. In contrast, the
GINA Light Visionary Model is a vision of future cars and serves as an object
of research.”
Not just skin its seamless skin. The concept is available online on the BMW web site for more details and information about the concept car.
Another field that uses the linking technique in a creative manner is Guerrilla Marketing the idea is to link urban Guerrilla war techniques in the Marketing world. Here is how the founding father of Guerrilla techniques Jay Conrad Levinson defines his art:
“I’m referring to the soul and essence of guerrilla marketing which remain as always — achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money”.The original term was coined by Jay Conrad Levinson in his 1984 book ‘Guerrilla Advertising’.
Guerrilla marketing is often ideal for small businesses that need to reach a large audience without investing a huge lump sum of money or if they simply have a tight budget on marketing and advertising. It also is used by big companies in grassroots campaigns to compliment on-going mass media campaigns. Individuals have also adopted this marketing style as a way to find a job or more work.
Now Guerrilla marketing and Guerrilla art can be seen all
over the world creating high brand awareness and an amazing advertising impacts
with low budget exactly like it was intended to be.
Comedians, writers & concept artists use the linking
technique in their character creation process, they try to find two ideas that
obviously doesn’t match and create a character around it, this provide them
with a human cognitive paradox and depth of character.
Like for example a
military general who’s into cake baking and wedding decoration, a nun who owns
a casino in Vegas or a doctor who is sick (HOUSE A.D.).
The linking technique is one of the most widely used
creative techniques that can be observed in a Variety of fields.
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