The Syncretic Process and The Value Of Associative Thinking In A World Of Linear Decision-Making
The products and services—the creative intellectual capital upon which most business are founded—were born in an associative thought process. Paradoxically, later decisions in those same organizations are frequently initiated, managed, and concluded almost entirely within a framework of linear-logical thinking. Syncretic thinking is a mental process that makes non-linear, and therefore unexpected, but nonetheless logical associative connections among seemingly divergent phenomena or data on the basis of subtle qualities they may have in common. This process, present during the conception of a new venture, should not be abandoned or overwhelmed by linearity.
By understanding and resolving this paradox between the creative syncretic process that characterizes the founding stage culture of an organization, and the conservative linear processes that characterize later stages we can generate a new mix of creative thinking that effectively includes and optimizes both elements. These two divergent modes highlight several differences between the mind-sets that typify the young and innovative start up phase of a business, and that same business when later it is more mature and settled into it’s niche. Associative and inventive thinking that generated a novel product or service and founded an organization or industry usually, at maturity, will have yielded to a more rigorous calculus and competitive strategic analysis. In this later phase of organization, rewards linear thinking frameworks that conserve capital and that advance incrementally within a defined and established niche. The creative productive early associative process is discouraged, and linearity, alone, is widely believed to support long-term survival. Neither framework by itself is likely to encourage the growth of new ideas that may form the future re-creations of the organization in a changing market and technical environment.
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