# Zwicky Box

> Split a problem into parameters and combine options across them to get new ideas.

Chapter III, Problem solving · 3.04 · Origin: Fritz Zwicky (1940s) · Time: 20 to 40 min · Solo or group

**Use it when** you need many new options rather than one idea.

Interactive workspace: https://kogu.tools/tools/zwicky-box

## Abstract

In a brainstorm, people tend to riff on the first few ideas that come up. Fritz Zwicky's method gives you a structure instead. You break the problem into independent parameters, list options under each one, then pick one option per parameter to make a combination.

The numbers grow fast. Four parameters with five options each already give 625 combinations. Most are useless, but a few will be things nobody would have suggested in the meeting.

## Method

1. **Define the problem.** Write what you're trying to make or solve in one sentence.
2. **Pick the parameters.** Find the separate choices any solution has to make. For a product, that might be audience, format, channel and price.
3. **List options.** Under each parameter, write several concrete values. Throw in a couple of odd ones.
4. **Combine.** Take one option from each column to make a solution. Try some on purpose and some at random.
5. **Shortlist.** Keep the combinations that surprise you, describe each one properly, and check it against the goal.

## When to use it

- You need lots of different ideas, and tweaking one idea won't get you there.
- A design has several separate choices that can be mixed freely.
- Your team keeps landing on the same familiar answer.

## Common pitfalls

- Parameters that overlap, so the combinations repeat each other.
- Only listing safe options. The odd entries are what make interesting combinations.
- Trying to evaluate every combination. Sample a few dozen and follow the ones that spark something.

## References

- Zwicky, F. (1969). Discovery, Invention, Research through the Morphological Approach. Macmillan.
- Ritchey, T. (2011). Wicked Problems, Social Messes: Decision Support Modelling with Morphological Analysis. Springer.