The crispy rice slices invented by Li Zhaosen, director of Xi 'an Gem Bearing Factory, and his wife have obtained national patents, and their production technology has been patented in more than ten countries and regions. Sun brand series food has become a brand-name product that is popular all over the country and has entered the international market. In 199 alone, the food sales volume of Xi 'an Sun Food Group reached more than 25, tons, and the sales income reached 1.5 billion yuan. By chance, Li Zhaosen accompanied the guests to Xi 'an Restaurant for dinner, and found that people were extremely interested in a dish made of crispy rice, which led to the following association: "Crispy rice can be used as a dish, why can't it be a snack?" "American potato chips can be popular all over the world. As a big cooking country, why can't China create crispy rice snacks and go abroad?" Then there is trial production, success, production and popularity. After that, Lenovo further developed. Since it has been made into rice crispy rice, you can of course use other raw materials and crispy rice with different flavors. For a time, millet crispy rice, spiced crispy rice, beef crispy rice, spicy crispy rice, cumin crispy rice, seafood crispy rice, black rice crispy rice, fruity crispy rice, western-style crispy rice, lactic acid crispy rice, curry crispy rice, corn crispy rice, and so on. Since the rice crust sells well, foods similar to the characteristics of rice crust have been developed one after another, such as shrimp strips, milk treasure, Polygonum cuspidatum, MaiQuan, pineapple beans, crispy milk calcium, nutritious ji zi beans, etc. These new products with diverse flavors have made the snack market colorful and made Xi 'an Sun Group rich. Li Zhaosen uses the similar associative innovative thinking of associative thinking, from the dishes with crispy rice as raw materials, American potato chips are popular all over the world, and it is associated with crispy rice being made into snacks and put into the market, which not only sells well in the whole country, but also enters the world market.
2 contrast, association and innovation-the birth of artificial bezoar
Natural bezoar is a very precious medicinal material, which can only be obtained from slaughterhouses by chance. It is impossible to get many things by chance, so it is difficult to get them and can't meet the needs of pharmacy. In fact, this kind of thing, bezoar, is just a kind of gallstone formed by a lot of gallbladder secretions around a foreign body after it enters the gallbladder of a cow. In order to solve the problem of insufficient supply of bezoar, the employees of a pharmaceutical company brainstormed and finally thought of "artificial pearl cultivation". Since mussels can cultivate pearls by artificially putting foreign bodies into their bodies, bezoar can also be cultivated by artificially putting foreign bodies into the gallbladder of cattle. They managed to find some disabled beef cattle and buried some foreign bodies in the gallbladder of the cattle. A year later, artificial bezoar exactly the same as natural bezoar was taken out from the gallbladder of the cattle. Employees of pharmaceutical companies use associative thinking, comparative associative innovative thinking, and after understanding the mechanism of bezoar formation, compare the process of artificial pearl cultivation, and associate it with the formation of bezoar by artificially putting foreign bodies into bovine bile. So as to prepare artificial bezoar.
3 bold association and innovation-the emergence of cell phagocytosis theory
Debach is a famous French physiologist. He has devoted himself to studying the mechanism of animal body fighting infection, but there has been no result, which has broken his brain. Once, he carefully observed the transparent larvae of the starship and threw a few rose thorns at a pile of larvae. As a result, the larvae immediately surrounded the thorns and "swallowed" them one by one. This unexpected discovery reminds Debach of the scene when he was picking out the pricking point stuck in his finger: the pricking point remained in the muscle for a while and could not be taken out. After a few days, the pricking point miraculously disappeared in the muscle. This sudden disappearance of the thorn tip has always been an unsolved mystery in his heart. Now he realizes that this is because when the thorn goes into the finger, white blood cells will surround it and then swallow it up. In this way, the important theory of "phagocytosis of cells" came into being, which pointed out that cell phagocytosis existed in both higher animals and human bodies. When the body became inflamed, the body was protected by this phenomenon.
4 Associated Lenovo Innovation-The Birth of Lunar Instrument
In a small town in the Netherlands, there lived a retired old man named A bulut. Like many retired people, he kills time by watching TV every day. One day, there was a program about exploring the moon on TV. On the TV screen, the host spread out the map of the moon and explained it eloquently. Bulut thought to himself, "Look at this plan of the moon, the effect is not good. Both the moon and the earth are round. Since there is a globe, there can also be a lunar instrument. If someone buys a globe, someone will definitely buy a lunar instrument. " So, the old man began to devote all his energy to making the lunar instrument. When the first lunar instruments were completed, the old man advertised on TV and newspapers. As he expected, orders from all over the world kept coming. Since then, he has earned more than 14 million pounds a year by making lunar instruments. The old man used the associated thinking method, from the globe to the lunar instrument, and created a lot of wealth.
5 related effect innovation-the mystery of baowa's hot sale
South Korea's Jin Guangzhong once produced a dark-skinned toy called baowa, which was sold in department stores. In order to promote this kind of toy, he also published an advertisement. However, the sales of this kind of toy have been poor, and almost no one cares. The department store asked him to take it back. Helpless, Jin Guangzhong had to take "Bao Wa" back and pile it up in the warehouse. Jin Guangzhong's son is a young man who is willing to think. He noticed that there was a female model wearing a bathing suit in the department store. The female model had a pair of snow-white arms. He thought: If this black "baby hug" is placed on the snow-white wrist of the female model, it is really black and white. With this sharp contrast, maybe customers will like "holding a baby". So his son decided to have a try. He tried his best to persuade the department store to "agree to let the female model hold it". This move really worked. Any girl who walks in front of a female model can't help asking, "This' baby hug' is really beautiful. Where can I sell it?" ..... "The" baby hug "that was originally neglected has become a hot item for a time. Later, his son came up with another idea. He invited several white ladies, dressed in summer clothes, each holding a "baby hug" and "swaggering through the city" in the busy street, which suddenly attracted the attention of a large number of passers-by, and even journalists came to interview. The next day, newspapers competed to publish photos and reports. Unexpectedly, this successful promotion actually set off a "baby hug" fever. In the final analysis, the reason why the "baby-hugging" sales promotion technique has received miraculous effect is because it successfully uses the thinking method of related effect.
the thinking method of relevance effect refers to associating things according to their mutually opposing or contradictory relationships in shape, structure, nature and function.
6 Causality Similarities and Differences One of Lenovo's innovations-Antarctic Oil Pipeline
The thinking power is enormous, and it can often transcend reality and solve problems that many things can't solve. When an American Antarctic expedition was preparing to spend the winter in the Antarctic for the first time, it encountered such a problem: the team members planned to transport the gasoline on board to the base, but because the length of the oil pipeline was not enough, there was no spare hose at that time, so it could not be transported. Just when everyone was at a loss, captain Pareg had a whim: Antarctica is full of ice. Can you make ice pipes out of ice? Due to the extremely low temperature in Antarctica, it is not unrealistic to think that water can turn into ice outside the house. Ice can be used as a pipe, but how can we make the ice into a pipe without breaking? Paregg thought of bandages used in medical treatment again, and took many such bandages when he set out. They tried to wrap the bandages on iron pipes, then watered them to make the water freeze, and then set aside the iron pipes, so as expected, they made ice pipes. They then connected the ice pipes piece by piece as long as needed. It is these ice pipes that solve the problem of insufficient length of oil pipeline. In solving this problem, the causal thinking method of similarities and differences is used.
the causal thinking method of similarities and differences refers to the association between some things that have nothing to do with phenomena according to the needs of practice.
Compared with other associations, similarities, differences, causes and effects can be carried out in a wider range of thinking, with a greater span of thinking and higher freedom. Especially in science and technology, many inventions are the products of leap association.
7 Causality Similarities and Differences Lenovo Innovation II-kerosene instead of gasoline
In early years, people were always skeptical about using kerosene instead of gasoline in internal combustion engines, because kerosene was not as easy to vaporize as gasoline. Later, a man saw a wild flower with red leaves, which could bloom in the snow in early spring. From this, he made a long-span association: because kerosene absorbs heat slower than gasoline, kerosene is not as easy to vaporize as gasoline. Wild flowers can rely on red leaves to absorb heat quickly in the slightly cold early spring snow and survive. If kerosene is dyed red, it may absorb heat as quickly as red leaves. After the test, as he expected, the problem of kerosene vaporization was solved. In this way, kerosene can be used in internal combustion engines like gasoline. From the phenomenon point of view, kerosene has nothing to do with wild flowers, but it has achieved unexpected results by linking them through different causes and the same effect.
8 Close to Lenovo's innovation-mutually beneficial promotion
A foreign company deals in fresh milk as well as bread, cakes and other foods. The milk sold by this company is of high quality and low price, and it can be delivered to the small wooden box in front of the subscriber before dawn every day. With the increasing number of milk subscribers, the company is making more and more profits. However, although the bread, cakes and other foods handled by this company are of high quality and low price, the turnover has not been great because the sales department is located in a remote area with few pedestrians. The boss of this company certainly knows that advertising through newspapers and radio stations is useful. But at the same time, he also knows that it will cost a lot, and foods such as bread and cakes, unlike ordinary big commodities, are not easy to attract consumers' attention by publishing their names and prices in newspapers or news media. From the fact that the number of milk subscribers is increasing, the boss of the company feels that this is a large consumer group, and publicity for it can not only achieve great results, but also expand its influence through them. So he decided that to promote bread, cakes and other foods, he could write articles on milk subscribers, which was an important source from which he could dig out effective forms and means of advertising. After he consciously kept thinking about delivering milk to subscribers every day, he finally came up with a good way to promote bread and cakes with little investment and excellent publicity effect. The boss of this company came up with the idea of designing and printing a beautiful small card with the names and prices of all kinds of bread and cakes printed on the front, and the order form on the back of the card, which can fill in the required varieties, quantities, delivery time and the customer's signature. Hang it on a milk bottle every day and send it to the subscriber. The next day, the milkman will take it away. On the third day, the ordered bread and cake can be sent to the subscriber's home with the milk. Before this company started the business of delivering milk to subscribers as well as bread and cakes according to the order form, subscribers had to go out to buy bread and cakes for themselves in the morning, which was not only time-consuming and laborious, but also often required enough for several days at a time, which could not but affect the freshness of bread and cakes. Moreover, the prices of bread and cakes sent by companies to subscribers are always cheaper than those bought from retail stores on the street. The boss of the company has come up with this method of promoting bread and cake by using Lenovo wisely, which not only expands the market and increases the profit, but also is a convenient and beneficial move, which is very popular! The boss of this company thinks about this problem by using the innovative thinking method of thinking association in image thinking.