Overview of Synectics
A methodology for stimulating thought processes of which the subject may be unaware.
Synectics
The core concept of joining together different and apparently irrelevant elements to solve problems creatively.
Conducting a Session
Structured meetings where teams apply synectic techniques, primarily analogies, to overcome mental blocks.
Synectics in Action
Applying the generated analogies back to the real-world problem to formulate actionable and innovative solutions collaboratively.
Conducting a Synectics Session
Key components and methodologies involved in a formal session.
Core Components
- i The problem owner
- ii The group leader
- iii The group
- iv Process
- v Selection
- vi Excursion
Excursion Methods
Excursions are deliberate departures from the problem to stimulate new thinking.
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viii Fantasy Excursion
Leads to absurd or impractical ideas that can be adapted.
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ix Absurd Solutions
Embracing the ridiculous to break mental constraints.
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x Example Excursion
Specifically includes the use of analogies (Personal, Fantasy, Direct, Symbolic).
The Synectics Process: Excursion Methods
Detailed flow of how to conduct Fantasy and Example Excursions.
Fantasy Excursion Method
Example Excursion Method
Personal Analogy
Describe the object, emotion, and feeling.
Describe the object by listing its basic characteristics.
Describe the emotions the object might have in a given situation.
Describe how someone feels when using the object.
Describe what it feels like to be the given object.
Example: Glass of Wine
Characteristics
- Clear, fruity
Emotions
- Happy at dinner
- Friendly at parties
Feeling when used
- Sophisticated
- Tired
Object's feelings
- Wanted, important
Direct Analogy
Comparisons with analogous facts, information or technology.
Core Concept
- Make comparisons with analogous facts, information or technology.
- The idea is to describe a clear, straightforward relationship between the problem and some object, thing or idea.
Example: Paths across marshes
Problem: Decision Making
Analogy: Decision-making can be likened to finding one's way across paths over a marsh.
- What are seemingly paths across the marshes often lead you the wrong way.
- Unfamiliar and potentially hazardous options need careful analysis when making decisions in order to ensure that good choices are made.
Symbolic Analogy
Use of objective and personal images to describe a problem.
Make use of objective and personal images to describe a problem.
Seeking insights on how to deal with the problem.
Example: The Scarlet Pimpernel
" Getting hold of the boss is like finding the scarlet pimpernel. "We seek her here, we seek her there, we seek her everywhere!"
Fantasy Analogy
How do we in our wildest fantasy want the problem to be solved?
The "IOWF" Framework
"In Our Wildest Fantasy"
Major surgery: How do we want the removal of a tumour to be carried out?
"Without leaving any marks on the patient's skin."
This fantasy might lead to the development and use of two or more laser beams intersecting at a malignant tumour and destroying it, without cutting the skin.
Case Study: Wau Bakery & Cafe, Kuala Lumpur
A complex real-world situation requiring Synectics to break through operational and business deadlocks.
The Complex Situation
"Wau Bakery & Cafe" is a popular fusion eatery located in the bustling heart of Bukit Bintang, Kuala Lumpur. They are famous for blending French pastry techniques with local Malaysian flavors (like their signature Gula Melaka Croissant and Pandan Latte).
Despite massive initial hype on TikTok and long queues, the cafe is facing a severe multi-faceted crisis. Profit margins are shrinking, customer satisfaction is dropping, and staff burnout is at an all-time high. The management has convened a Synectics Session to address four critical problems threatening to close the business within 6 months.
The 4 Critical Problems
The Margin Squeeze
The Issue: The cost of imported French butter has surged by 40%, while the local supply of premium Gula Melaka is highly inconsistent. To maintain quality, costs are skyrocketing.
The Dilemma: If they raise the price of their signature pastries past RM18, they will lose their local regular customers to cheaper traditional Kopitiams and neighborhood bakeries.
The Morning Bottleneck
The Issue: During the 8:00 AM office rush, the kitchen layout causes massive delays. The espresso machine is at the front, but the pastry warming station is at the back.
The Dilemma: Customers frequently receive cold pastries while waiting for coffee, or watered-down coffee while waiting for pastries. Delivery riders (GrabFood/Foodpanda) crowd the space, frustrating walk-in customers.
The "Viral" Loyalty Drain
The Issue: The cafe looks great on Instagram. Because of this, 70% of their weekend traffic consists of "cafe-hoppers" who buy one drink, take photos for two hours, and never return.
The Dilemma: This crowds out potential loyal, repeat customers who want a quiet place to eat and work. They are generating high foot traffic but low lifetime customer value.
The Recipe Brain-Drain
The Issue: High staff turnover. Master bakers are frequently poached by luxury hotels in KL. New trainees struggle to adapt French baking techniques to Malaysia's high humidity.
The Dilemma: The quality of the croissants fluctuates daily depending on who is working. Training takes months, but staff usually leave within six months due to the high-stress environment.
Applying Synectics to the Cafe
How the group leader could frame excursions for these problems:
"How does a low-cost airline like AirAsia manage fluctuating fuel prices without raising base ticket prices too high for locals?"
"Be the GrabFood rider's smartphone. How do you feel pinging constantly while waiting in a chaotic, hot cafe queue?"
"Our customer loyalty is like a 'flash flood'—massive sudden impact, but leaves the ground dry afterward. How do we build a 'reservoir'?"
"(IOWF) In our wildest fantasy, the dough perfectly senses the KL humidity and adjusts its own moisture level automatically."