Dictionary of Marketing Terms: synectics
synectics
idea-generating technique, similar to brainstorming, where the discussion is centered around a general idea that is related to a problem, rather than the problem itself (as in brainstorming); also called blue sky. Synectics is often used by the creative department of an advertising agency when designing an advertising campaign. The method is based on four concepts: (1) the identification of a specific leader, (2) the knowledge of a common understanding of the problem or situation, (3) the common belief that all ideas have some good qualities, and (4) the equal importance of all participants and their ideas.
