Posts Tagged ‘authors’




Attribute analysis breaks our propensity to operate at the highest level of generalization. Often, if we consider the attributes of people, things, situations, etc., we come to different conclusions than if we operate within our stereotypes.

We usually describe an object by listing its function. The way we see something is not inherent in the object itself — it grows out of experience and observation. A screwdriver’s primary function is to tighten or loosen screws. To discover new applications and ideas, you need flexibility of thought. An easy way to encourage this kind of thinking is to list the attributes or components of the subject instead of concentrating on its function. For example, let’s suppose you want to improve the screwdriver.

(1) First, list the attributes of a screwdriver.
For Example:

Round steel shaft

Wooden or plastic handle

Wedge-shaped tip

Manually operated

Used for tightening or loosening screws
(2) Next, focus on each specific attribute and ask “How else can this be accomplished?” or “Why does this have to be this way?”
Ask yourself:

What can I substitute for this attribute?

What can be combined with it?

Can I adapt something to it?

Can I add or magnify it?

Can I modify it in some fashion?

Can I put it to some other use?

What can I eliminate?

Can the parts be rearranged?

What is the reverse of this?
(3) Following are a few recent patented screwdriver innovations. The innovations were created by creative thinkers focusing on separate attributes of the screwdriver such as the handle, power source, and the shaft.

Focusing on the handle, a Swedish company created a handle with space for both hands. It was so successful, they later developed a full range of tools with a long handles.

In the Third World, an aspiring inventor added a battery to provide power. This power source proved to be more reliable than electricity.

An entrepreneur came up with a better arrangement. He created shafts that were made interchangeable to fit various size screws, which obviated the need to have several screwdrivers.

A Japanese engineer invented a bendable electric screwdriver with a super-flexible shaft to reach out of the way places.
Considering the attributes of something rather than its function, provides you with a different perspective. Different perspectives create different questions which place your subject into different contexts. Years back, the Jacuzzi brothers designed a special whirlpool bath to give one of their cousins hydrotherapy treatment for arthritis. This was a new product for the Jacuzzi brothers who were in the farm pump business. They marketed the tub to other victims of arthritis but sold very few. Years later, Roy Jacuzzi put the concept into a different context (the luxury bath market) by asking, “Can I put this particular hydrotherapy treatment to some other use?” and bathrooms were never the same.

Michael Michalko



milkYears ago, a young boy, Tom Mitchell who was selling goods from door to door to pay his way through school, found he had only one dime left, and he was hungry. He decided he would ask for a meal at the next house. However, he lost his nerve when a lovely young woman opened the door.

Instead of a meal he asked for a drink of water. She thought he looked hungry so brought him a large glass of milk.

He drank it slowly, and then asked, “How much do I owe you?”
“You don’t owe me anything,” she replied. “Mother has taught us never to accept pay for a kindness.”
He said, “Then I thank you from my heart.”

As Tom left that house, he not only felt stronger physically, but his faith in God and man was strong also. He had been ready to give up and quit.

Year’s later that young woman became critically ill. The local doctors were baffled. They finally sent her to the big city, where they called in specialists to study her rare disease.

Dr. Tom Mitchell was called in for the consultation. When he heard the name of the town she came from, a strange light filled his eyes. Immediately he rose and went down the hall of the hospital to her room.

Dressed in his doctor’s gown he went in to see her. He recognized her at once. He went back to the consultation room determined to do his best to save her life. From that day he gave special attention to the case.

After a long struggle, the battle was won. Dr. Mitchell requested the business office to pass the final bill to him for approval. He looked at it, then wrote something on the edge and the bill was sent to her room.

She feared to open it, for she was sure it would take the rest of her life to pay for it all. Finally she looked, and something caught her attention on the side of the bill. She began to read the following words:Paid in full with one glass of milk.
Signed, Dr. Thomas Mitchell

Michael Michalko





Imagine there is a bank that credits your account each morning with $86,400. It carries over no balance from day to day. Every evening the bank deletes whatever part of the balance you failed to use during the day. What would you do? Draw out every cent?.

Each of us has such a bank. Its name is TIME. Every morning, it credits you with 86,400 seconds. Every night it writes off, as lost, whatever of this you have failed to invest to good purpose. It carries over no balance. It allows no overdraft. Each day it opens a new account. Each night it burns the remains of the day. If you fail to use the day’s deposits, the loss is yours. There is no going back. You cannot save it for the future.

How do you invest it? The clock is running. To realize the value of ONE YEAR, ask a student who failed a grade. To realize the value of ONE MONTH, ask a mother who gave birth to a premature baby. To realize the value of ONE WEEK, ask the soldier in Iraq who has a week to go before he comes home. To realize the value of ONE HOUR, ask the lovers who are waiting to meet. To realize the value of ONE MINUTE, ask a person who missed the airplane. To realize the value of ONE-SECOND, ask a person who just avoided an accident..

Yesterday is history. Tomorrow is mystery. Today is a gift. That’s why it’s called the “Present.”

MICHAEL MICHALKO.  Creativity consists of seeing what no one else is seeing, to think what no one else is thinking, and doing what others had wish they had done. Become creative.

How is a burdock similar to a zipper?

Gorge de Mestral, a Swiss inventor, wanted to improve the ordinary zipper. He looked for a better and easier way to fasten things. George’s thinking was inclusive as he was always trying to connect all sorts of things with the “essence of fastening” (e.g., how do windows fasten, how does a bird fasten its nest to a branch, how do wasps fasten their hives, how do mountain climbers fasten themselves to the mountain and so on). One day he took his dog for a nature hike. They both returned covered with burrs, the plant like seed-sacs that cling to animal fur in order to travel to fertile new planting grounds.

He made the analogical-metaphorical connection between burrs and zippers when he examined the small hooks that enabled the seed-bearing burr to cling so viciously to the tiny loops in the fabric of his pants. The key feature of George de Mestral’ thinking was his conceptual connection between patterns of a burr and patterns of a zipper. He bounced what I mean is that he had to take chances as to what aspects of a “burr” pattern matter, and what doesn’t. Perhaps shapes count, but not textures–or vice versa. Perhaps orientation count, but not sizes–or vice versa. Perhaps curvature or its lack counts and so on until he got it.

Patterns are fitted together like words in a phrase or sentence. A sentence is not the sum of its words but depends on their syntactic arrangement; “A dog bites a man” is not the same as “Dog a man a bites.” Likewise, an original idea is not the sum of combined thoughts but depends on how they are integrated together.

De Mestral’s thinking inspired him to invent a two-sided fastener (two-sided like a zipper), one side with stiff hooks like the burrs and the other side with soft loops like the fabric of his pants. He called his invention “Velcro,” which is itself a combination of the word velour and crochet. Velcro is not a burr + a zipper. It is a blend of the two into an original idea.

Perception and pattern recognition are major components of creative thinking.  Russian scientist Mikhail Bongard created a remarkable set of visual pattern recognition problems where two classes of figures are presented and you are asked to identify the conceptual difference between them.  Try the following patterns and see how you do.

Below is a classic example of a Bongard problem.  You have two classes of figures (A and B).  You are asked to discover some abstract connection that links all the various diagrams in A and that distinguishes them from all the other diagrams in group B.

Thought Experiment

.EX.BONGARD (2) (1024x1024)

One has to think the way de Mestral thought the way he thought when he created Velcro. One must take chances that certain aspects of a given diagram matter, and others are irrelevant.  Perhaps shapes count, but not sizes — or vice versa.  Perhaps orientations count, but not sizes — or vice versa.  Perhaps curvature or its lack counts, but not location inside the box — or vice versa.  Perhaps numbers of objects but not their types matter — or vice versa.  Which types of features will wind up mattering and which are mere distracters.  As you try to solve the problem you will find the essence of your mental activity is a complex interweaving of acts of abstraction and comparison, all of which involve guesswork rather than certainty.  By guesswork I mean that one has to take a chance that certain aspects matter and others do not.

Logic dictates that the essence of perception is the activity of dividing a complex scene into its separate constituent objects and attaching separate labels to the now separated parts members of pre-established categories, such as ovals, Xs and circles as unrelated exclusive events.  Then we’re taught to think exclusively within a closed system of hard logic.

In the above patterns, if you were able to discern the distinction between the diagrams, your perception is what found the distinction, not logic.  The distinction is the ovals are all pointing to the X in the A group, and the ovals area all pointing at the circles in the B group.

The following thought experiment is an even more difficult problem, because you are no longer dealing with recognizable shapes such as ovals, Xs, circles or other easily recognizable structures for which we have clear structures.  To solve this you need to perceive subjectively and intuitively make abstract connections, much like Einstein thought when he thought about the similarities and differences between the patterns of space and time, and you need to consider the overall context of the problem.

Again, you have two classes of figures (A and B) in the Bongard problem.  You are asked to discover some abstract connection that links all the various diagrams in A and that distinguishes them from all the other diagrams in group B.


Scroll down for the answer.












ANSWER: The dots in “A” are on the same side of the neck in the illustration. The dots in “B” are on the opposite sides of the neck. To learn more about how creative geniuses get their ideas, read Michael Michalko’s Creative Thinkering: Putting Your Imagination to Work.





André Breton was a French writer and poet. He is known best as the founder of surrealism. The surrealists sought to overthrow the oppressive rules of society by demolishing its backbone of rational thought. To do so, they attempted to tap into the “superior reality” of the subconscious mind. “Completely against the tide,” said Breton, “in a violent reaction against the impoverishment and sterility of thought processes that resulted from centuries of rationalism, we turned toward the marvelous and advocated it unconditionally.” 

Many of the tenets of surrealism included an emphasis on the actual functioning of thought…in the absence of any control exercised by reason. They created many exercises designed to probe the subconscious by getting the minds to be as passive and receptive as possible. 

One day I had a long discussion with a friend about the Japanese whaling industry and their illegal poaching practices. After the discussion, I decided to experiment with one of Andre Breton’s surrealist exercises. The exercise has 3 small, grid like areas and one large grid on a sheet of paper.  


The first rule of the exercise was to always forget your genius, talents, as well as the genius and talents of others. Try not to think about what you are doing—just let your automatic functions take over, letting them proceed as they wish. Your final solution will not come from your normal way of solving problems, but from a deeper, more intuitive impulse. So whatever happens, let it happen. The guidelines are:

  • Think of a problem. Don’t dwell on it and dismiss it from your thoughts. Look at the design below with the grids.
  • Use the 3 small grids at the top to create an image in the spirit of your unconscious. Try not to think of what you’re doing…just let your automatic functions take over, letting them proceed as they wish.
  • Then with the large grid on the bottom revert to your usual way of thinking and impose your will to create whatever imagery, abstract or literal you wish.

My problem was how to control the illegal whale harvesting by the Japanese whalers. In the small grids I drew one squiggle that looked like a human skull, one that looked like quotation markets and one that looked like a rose. In the large grid I drew a stick figure of a man with two profiles: one looking left and one looking right.

I pondered over my drawings for a long time. The skull reminded me of a pirate’s black flag; the quotation marks reminded me of a quote “The opposite of a profound truth is another truth; and the rose reminded me of the roses I give my wife to celebrate our union as husband and wife. The stick figure in the large grid reminded me of the ambiguity in all aspects of life e.g., no one is all good or all evil.

These images combined and recombined in my imagination and inspired the thought of one way of fighting an illegal activity is to use an illegal enforcement activity. The pirate’s flag reminded me of the Somalian pirate ships off the coast of Africa. The rose got me thinking of combining two illegal activities. The stick figure made me think of looking the other way when something illegal is accomplishing something good.

My final idea all this inspired is to make it legal for the Somali pirates to hijack illegal Japanese Whalers and hold them for ransom.

Now it’s your turn to give it a try.

Michael Michalko