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In 2007 Edward De Bono outlined 62 ways to have creative ideas and exercise the mind. The different exercises rely on a series of randomly generated lists of words which are drawn from to create new associations and relations, in essence new metaphors, according to a given question, problem, challenge or theme. From 50 words, 250 new 2-word and 12,500 new 3-word relationships can be generated.

It is easy to have creative ideas in this manner. The challenge is to determine the most appropriate or simply radical metaphors that fit the situation and have the capacity and possibility to become real commercial winners. This is one HOLZink specialty.