The Great Transpacific Airline technique (also known as a Combination Matrix) forces innovation by integrating two or more completely unrelated concepts or industries. By juxtaposing a high-tech service (like an airline) with a mundane product (like a storm door), you break mental barriers and uncover surprising solutions.
The Power of Cross-Pollination
Innovation often happens when ideas from one field are applied to another. This technique systematizes that “lucky” connection.
Define Your Core Subject
Identify the problem or product you want to innovate.
Example: “Improve the customer experience at a retail bank.”
Pick a Disparate Concept
Choose an industry or object that is completely unrelated to your subject. The more unrelated, the better.
Example: Theme Parks.
List Attributes
List the key characteristics, processes, and experiences of both your subject and the unrelated concept.
Retail Banking: Transactions, vaults, queues, advisors, digital apps. Theme Parks: Rides, parades, FastPass, immersive theming, souvenirs.
Force Connections
Take one attribute from each list and force them together. Ask: “What if [Bank] worked like [Theme Park]?”
- Bank Branch + Immersive Theming: Create themed branches (e.g., “Future Bank” or “Nature Bank”) to make visits engaging.
- Bank Queues + FastPass: Implement a digital booking system where you reserve a “ride time” for a teller.
- Financial Advisory + Entertainment: Use gamified workshops or “shows” to teach financial literacy.
Practice
Your subject: “Library Services.” Your unrelated concept: “Subscription Boxes (like HelloFresh or Birchbox).” Combine “Physical Books” with “Subscription Curation” or “Home Delivery.”