One technique that can offer spark some interesting ideas is to look at associating a random object with something you’re currently working on.

For example, in front of me I have a phone charger, so I would attempt to define how a phone charger is similar to choosing Christmas presents – which is a task I’m currently working through.

Now, obviously, you could say that a spare phone charger as a Christmas gift is a pretty decent start, but what I’m getting at is to go deeper into the possible associations – however fanciful or seemingly bizarre.

Phone chargers are nowadays designed to be compact, and for the type of phone I use it’s always a USB-C end that plugs into the phone.

Which could make me think – OK, what sort of thing would be a good fit for each person I’m buying a gift for.

So maybe a small gift that fits well is the idea I should adopt.