Random Word
A lateral thinking technique developed by Edward de Bono. A random, unrelated word is introduced into a brainstorming session to break habitual thinking patterns. Participants are forced to make unexpected connections between the random word and the problem, often generating ideas they would never reach through direct analysis.
How to run it
- 1
Define the problem or challenge clearly.
- 2
Select a random word — open a dictionary to a random page, use a random word generator, or pick any unrelated noun.
- 3
Write the random word prominently on the board.
- 4
Ask participants to list attributes or associations of the random word (2–3 min).
- 5
Force connections: how do those attributes apply to or inspire solutions to the problem?
- 6
Write down all ideas generated, however loose the connection.
- 7
Evaluate and develop the most promising ideas.
Tips
The stranger the word, the better — avoid words that are too close to the problem domain.
If the group gets stuck, prompt with: 'What if the word was a solution? How would it work?' The randomness is the mechanism, not a bug.
Variations
Replace the random word with a random image (cut from a magazine or pulled from Google Images). Run as a warm-up exercise before a longer ideation session.
Where it fits
Frequently asked questions
When should I use Random Word?â–¾
Use Random Word when you want to: Breaking creative blocks; Product ideation; Marketing campaign brainstorming; Innovation workshops.
How long does Random Word take?â–¾
Random Word typically takes 20–40 minutes.
How many participants does Random Word work for?â–¾
Random Word works best for groups of 1–20 participants.
What materials do I need for Random Word?â–¾
To run Random Word you will need: dictionary or random word generator, sticky notes, markers.
How difficult is Random Word to facilitate?â–¾
Random Word is rated beginner — straightforward to facilitate even without prior experience.
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