Dumb-Thinking Tools

A curated collection of mental models to help you think "dumb".

Random Word Association

A mental model for generating unexpected ideas by forcing connections between unrelated words and problems.

What it is

Random Word Association is a creativity technique that helps break out of predictable thought patterns by introducing random, unrelated words into your brainstorming process. Instead of approaching a problem in a logical, structured way, you inject randomness—forcing yourself to make connections between the problem and an unrelated concept.

This technique works because the brain naturally seeks patterns. When presented with two unrelated things, we instinctively try to link them, often leading to surprising, unconventional solutions.

When to use it

When brainstorming new ideas but feeling stuck in conventional thinking.
When looking for fresh approaches to an existing challenge.
When an industry or process has become stagnant, and you need a creative breakthrough.
When developing new products, services, or marketing strategies.

How it works

Define Your Problem

Clearly state what you’re trying to solve.

Pick a Completely Random Word

Use a dictionary, an online generator, or just point to a word in a book.

Force a Connection

Ask, “How could this random word relate to my problem?”

Explore Unexpected Angles

Even if the connection feels silly at first, see where it leads.

Extract Usable Ideas

Adapt and refine the insights into something practical.

Hypothetical Example 1

How a Cactus Could Redesign a Water Bottle

Problem

A company wants to design a water bottle that keeps drinks cold for longer without using excessive insulation.

Random Word

Cactus

Thought Process

Instead of thinking about insulation in the traditional way, the team studies how cacti retain water in extreme desert heat. They discover that cacti stay cool by using ribbed surfaces that create natural airflow and reduce heat absorption. Applying this concept, they could design a water bottle with an external ribbed texture that increases airflow and helps drinks stay colder longer—without adding bulk or extra materials.

Hypothetical Example 2

How “Octopus” Could Inspire a Safer Helmet Design

Problem

A sports equipment company wants to improve helmet safety by making impact absorption more effective.

Random Word

Octopus

Thought Process

At first, an octopus seems unrelated to helmets—but when the team studies its anatomy, they realize that its soft body absorbs pressure by distributing force across multiple limbs. Inspired by this, they could design a helmet with internal gel-filled pods that shift upon impact, dispersing force more evenly and reducing concussions.

Why it works

✓ Forces the brain to make new connections, leading to original ideas.

✓ Removes creative roadblocks by introducing unexpected perspectives.

✓ Helps break out of traditional, industry-specific thinking.

Tips for applying

👉️ Use a random word generator or open a book to a random page.

👉️ Don’t reject an idea just because it seems weird—lean into the absurdity.

👉️ Look for patterns in nature, art, and everyday objects for unexpected inspiration.

👉️ Try combining multiple random words to create even more surprising connections.

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