Encourage lateral or associative thinking by rubbing together different groups, cultures, skill sets, and department silos.

FORBES: Curiosity Didn't Kill The Cat, It Created The Mousetrap

"This is an associative, collective game and the vehicle to express that is the pass, " Mr. Lillo said.

WSJ: La Roja: How Spain Became the World's Best Soccer Team

Her clever, freely associative set pieces spark encounters with family and long-unseen friends and guide her spoken reminiscences.

NEWYORKER: The Beaches of Agn��s

The art, selected by an associative link with Roussel's motifs (memories of childhood, optical enlargement, resurrection, mechanical, or the luxurious "land yacht" camper car Roussel used to travel the world) combines a diversity of styles.

WSJ: Review: The Accidental Dadaist | 'New Impressions of Raymond Roussel' at the Palais de Tokyo in Paris