the ability to successfully connect seemingly unrelated questions, problems or ideas from different fields
- The more diverse our experiences and knowledge, the more connections the brain can make.
- Fresh inputs trigger new associations, for some these leads to novel ideas.
Examples: 1. Apple II ‘s unique plastic case is a classic example of association They got inspiration from the kitchen section of Macy’s - Cuisinart Food Processors - Moulded case 2. MagSafe 2006