To spark fresh ideas and uncover unexpected connections through spontaneous word associations.

Participants are given a random word (e.g., “bridge,” “cloud,” “roots”) and asked to associate it with their current challenge, idea, or topic. The goal is to generate unexpected insights, metaphors, or analogies that can lead to new perspectives or solutions. This method is particularly effective in the Inspiration and Initial Idea phases of the innovation spiral.

Tips for use:

• Use a random word generator or prepare a set of cards with diverse words.
• Encourage participants to explain their associations aloud—this often sparks further ideas.
• Combine with visual aids or storytelling to deepen engagement.
• Ideal for breaking mental blocks or energizing a group during workshops.

• Random word cards or digital generator
• Flipcharts or sticky notes
• Pens/markers
• Optional: timer for fast-paced rounds