The crispy rice slices invented by Mr. and Mrs. Li, the director of Anbaoshi Bearing Factory, 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 famous brand product that sells well all over the country and enters the international market. In 1990 alone, the food sales of Xi Sun An Food Group reached more than 25,000 tons, and the sales income reached1500 million yuan. By chance, Li accompanied the guests to 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 not as a snack?" "American potato chips can be popular around 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 popularization. Then Lenovo further developed. Since the rice crispy rice is made, of course, other raw materials can be used, and crispy rice with different tastes can be used. 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 best-selling of crispy rice, foods similar to crispy rice have been developed one after another, such as shrimp strips, milk treasures, giant knotweed, MaiQuan, pineapple beans, crispy milk calcium, and nutritious Jizi beans. These new products with diverse tastes have enriched the snack market and made Xi's Sun An Group rich. Li used the similar associative innovative thinking of associative thinking, from the dishes with crispy rice as raw materials, American potato chips became popular all over the world, and associated that crispy rice was made into snacks and put into the market, which not only sold well in the whole country, but also entered 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 by accident from slaughterhouses. Many things can't be obtained by accident, so it's hard to get and can't meet the needs of pharmacy. In fact, this kind of thing, bezoar, is just a kind of gallstone formed by a large number of gallbladder secretions around after foreign bodies enter the gallbladder of cattle. In order to solve the problem of insufficient supply of bezoar, the staff of a pharmaceutical factory brainstormed and finally thought of "artificially cultivating pearls". 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 their gallbladder. A year later, an artificial bezoar identical to natural bezoar was taken out from the gallbladder of the cow. Employees of pharmaceutical companies use associative thinking and comparative associative innovative thinking. After understanding the formation mechanism of bezoar, they compare the process of artificially cultivating pearls, and associate 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 been devoted to studying the mechanism of animal body against infection, but he has never achieved any results, which has broken his brain. On one occasion, he carefully observed the transparent larvae of the starship and threw some 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 picked out the acupuncture point stuck on his finger: the acupuncture point stayed in the muscle for a while and could not be taken out. After a few days, the puncture point miraculously disappeared into the muscle. The sudden disappearance of this sharp point has always been an unsolved mystery in his heart. Now he realizes that this is because when the thorn enters the finger, white blood cells will surround it and then devour it. In this way, the important theory of "cell phagocytosis" has emerged, which points out that cell phagocytosis exists in both higher animals and human beings. When the body is inflamed, the body is protected by this phenomenon.

4 Lenovo innovation-the birth of lunar instruments

In a small town in the Netherlands, there lived a retired old man named Blue. Like many retired people, he watches TV every day to kill time. One day, there was a program on TV about exploring the moon. On the TV screen, the host spread out the map of the moon and explained it. Bulut thought, "Look at this plan of the moon, and 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. Someone buys a globe, and someone must 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. Sure enough, as he expected, orders from all over the world kept coming. Since then, he has earned more than14 million pounds a year by making lunar instruments. The old man used the associative thinking method to create a lot of wealth from globes to lunar instruments.

5. Innovation of related effects-the mystery of baby's hot sale

Kim Kwang-tsung of South Korea once made a black toy called "Bow Wow", 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 "Bow Wow" back and pile it in the warehouse. Jin Guangzhong's son is a young man who is willing to think. He noticed a female model in a bathing suit in the department store. This female model has a pair of snow-white arms. He thought: If this black "baby hug" is worn on the female model's snow-white wrist, it will really be black and white. With this sharp contrast, maybe customers will like to "hug the baby". So his son decided to have a try. He strongly persuaded 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 but ask, "This' baby hug' is really beautiful. Where can I sell it? " ...... "Baby hug", which was originally neglected, became a hot commodity 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 reporters came to interview. The next day, newspapers competed to publish photos and reports. Unexpectedly, this successful promotion has actually set off a "baby hug" fever. In the final analysis, the reason why the sales promotion method of "holding baby" has received miraculous effect is that it successfully uses the thinking method of correlation effect.

The thinking method of relevance effect refers to the association according to the contradiction or opposition of things in shape, structure, nature and function.

6 Similarities and differences in causality One of Lenovo's innovations-Antarctic oil pipeline

The power of thinking is enormous. It can often transcend reality and solve many problems that cannot be solved by many things. When the American Antarctic expedition team was preparing to spend the first winter in Antarctica, 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 they could not transport it. Just when everyone was at a loss, Captain Pareg had a whim: Antarctica is full of ice. Can you use ice as an ice pipe? Because the temperature in Antarctica is extremely low, 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 ice be made into a pipe without breaking? Paregg thought of bandages used in medical treatment again, and took many such bandages with him when he set out. They tried to wrap the bandage around the iron pipe, then watered it to freeze the water, and then put the iron pipe aside. As expected, they made an ice pipe. Then, they connected the ice pipes section by section as needed. It is these ice pipes that solve the problem of insufficient length of oil pipeline. In solving this problem, the same and different causal thinking method is used.

The causal thinking method of similarities and differences refers to linking things unrelated to phenomena according to the needs of practice.

Compared with other associations, the same cause and effect can be carried out in a wider range of thinking, with a larger thinking span 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 the early years, people have always been skeptical about using kerosene instead of gasoline in internal combustion engines, because kerosene is not as easy to vaporize as gasoline. Later, a person 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. Wildflowers can survive in the slightly cold early spring snow by quickly absorbing heat from red leaves. 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. Phenomenologically, kerosene has nothing to do with wildflowers, but it is linked by different causes and the same effect, which has achieved unexpected results.

8 Close to Lenovo Innovation-Mutual Promotion

A foreign company deals in fresh milk, bread, cakes and other foods. The milk sold by this company is of high quality and low price, and can be delivered to the small wooden box in front of the subscribers before dawn every day. With the increase in the number of milk subscribers, the company's profits are also increasing. However, although the bread, cakes and other foods operated by this company are of high quality and low price, the turnover has not been large because the sales department is remote and there are 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 of money, 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. Judging from the fact that there are more and more milk subscribers, the boss of the company thinks that this is a huge consumer group, and promoting it can not only achieve great results, but also expand its influence through them. So he decided that in order 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 advertising forms and means. After he consciously kept thinking about sending milk to subscribers every day, he finally came up with a good way to promote bread and cake with less investment and excellent publicity effect. The boss of this company came up with an idea to design and print a beautiful small card. The names and prices of various breads and cakes are printed on the front of the card, and the order form is written on the back of the card. You can fill in the required variety, quantity, delivery time and customer's signature. Hang it on a bottle every day and send it to subscribers. 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 milk. Before the company started the business of delivering milk to subscribers and delivering bread and cakes according to orders, subscribers had to go out in the morning to buy bread and cakes for themselves, which was not only time-consuming and laborious, but also often took several days at a time, which had to affect the freshness of bread and cakes. In addition, 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 cleverly used Lenovo to come up with this method of promoting bread and cake, which not only expanded the market and increased profits, but also was a convenient and beneficial measure, which was very popular! The boss of this company thinks about this problem with the innovative thinking method of thinking association in image thinking.