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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
28 January 2008, Goa.
Since
2004, the Monday Muse series (based on the annual theme of JCI-India)
is penned by Pravin Sabnis - a life coach with a passion to connect
people to their potential. He employs his creative competencies in theatre
and trekking in his unlearning unlimited workshops conducted for leading
corporate & other groups.
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