Here you can roll the dice! Random adjective pairings set off associations with your challenge.
Even at large airports, air traffic controllers in the tower allow a maximum of two planes to land at the same time. Meanwhile, the other machines have to circle over the area. Quite similarly, this method works.
Twelve adjectives are selected – either completely freely chosen or those related to the current challenge – and arranged in a circle like the numbers on a clock. By means of dice two are chosen, to which now is associated. Your brain is stimulated to relate existing information to the adjectives. Information takes on new meaning, leading to new ideas and insights.
An advertising agency was looking for an idea for an airline’s new campaign. The twelve adjectives freely chosen were:
large
manual
hard
green
elastic
consistent
around
neat
mobile
heavy
useful
expensive
The dice fell on “green” and “mobile”. Among the large amount of associations that arose were the terms “green eyes”, “travel” and “tourists”. The nascent campaign was based on the special offer that travelers with green eyes received a 50 percent discount on flights to the Caribbean.
A packaging company used Circle Of Opportunity and based it on twelve adjectives related to its products and how they were made:
according to
rectangular
easy
promotional
blue
exotic
conservative
sharp-edged
porous
cold
stable
inexpensive
The dice fell on “exotic” and “promotional”. In the end, a packaging set was produced with which the end user could handily produce personalized CD gift packaging himself. The set included everything from high-resolution photos of exotic locations to stickers and matching envelopes for mailing.
