Synectics
Synectics is a structured creativity methodology developed by William Gordon in the 1960s that uses four types of deliberate analogy β direct analogy, personal analogy, symbolic analogy, and fantasy analogy β to make the familiar strange and the strange familiar. Unlike free association, Synectics provides a systematic framework for analogical thinking, producing consistently novel ideas by importing solutions from distant domains. It has been used to generate breakthrough product innovations at companies including Kimberly-Clark, Johnson & Johnson, and Procter & Gamble.