These techniques reorganize information in ways that help you break away from the most obvious and reasonable perspectives. An obvious rearrangement of information is often too closely related to old, familiar patterns to provoke a big idea. The more dramatic your change of perspective, the greater your chance for an original insight or breakthrough idea. Think about siphoning water from a bucket. You start by doing the unnatural and unexpected—sucking water upwards into a tube. Yet, once the water reaches a certain point in the tube, the siphon effect takes over and the water flows naturally
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