Word Assocation - Is That Really Important?

In your book, especially in the appendix, you had was one to three, four, five, six, seven, maybe eight different kind of strategies. I'll just read out the list, because you've already kind of used mentioned some of them. One is example, example, non example. We like the idea of word associations, rather than synonyms. So what is the word fortune make you think of? Or what's another word that, if you have a fortune, what's another way to describe what that’s like?