creativity 7
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Introduction to Creativity
100s of definitions of creativity
An imaginatively gifted recombination of knownelements into something new - Miller
A means of expressing inner conflict that otherwisewould issue in neurosis, a mental purgative thatkeeps men sane. - Freud
Something that has novelty or value; is unconventional(modifies/rejects previously accepted ideas); requireshigh motivation and persistence over a considerabletime span or at high intensity; initially vague and ill-
defined.The Process of Creative Thinking Newell, Simon, Shaw
Many studies show it can be taught/enhanced, likewiseinhibited/suppressed
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CPS evolved from the scientific method CPS stages have Divergence / Convergence
activities:
1. Opportunity delineation/problem definition
2. Compiling relevant information
3. Generating ideas
4. Evaluating, prioritizing ideas
5. Developing implementation plan
Cost-effective model to use
ROIs of 200% or more are common
The Creative Problem Solving (CPS) model
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Couger Variant of the CPS Model
OpportunityDelineation,
Problem
Definition
CompilingRelevant
Information
Generating
IdeasEvaluating,
Prioritizing
Ideas
Developing
Implementation
Plan
S
T
I
MU
L
U
S
A
C
T
I
O
N
BoundaryExamination
Manipulative
Verbs
Progressive
Abstraction
Wishful Thinking
5Ws/HManipulative
Verbs
Brainstorming/Brainwriting
Analogy/Metaphor
5Ws/H
Wishful Thinking
Wildest Idea
Problem Reversal
Force-FieldProgressive
Abstraction
5Ws/H
Divergence
Convergence
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Divergence Guidelines
At start of each phase we want to expand range of choices:
Defer Judgment- give peoples ideas a fair hearing
Quantity Breeds Quali ty- more possible a good idea will
appear
H itchhik ing is Encouraged- piggybacking on ideas of
others is encouraged
Combine and Modify I deas- synergy leads to
improvement
Think in Pictures- visualize your ideas
Stretch for I deas- when all appears dead, continue
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Convergence Guidelines
At the conclusion of each phase we want to narrow choices:
Be Systematic- identify all appropriate factors forevaluating alternatives
Develop Evaluative Measures- rating and ranking
Use I ntui tion- dont discount feelings and hunches
Avoid Quickly Ruling Out an Area for Consideration-
dont rely on pat answers, company policy, or status quo
Avoid I dea-Ki l ler Views- dont converge too quickly
Satisfice- quit when an acceptable solution identified
Use Optimizing Techniques if Possible- example: linear
programming
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Relevance of CPS model to IS
Creativity Techniques have been applied to:
Addressing shortage of qualified employees for a
fast-growing, internationally-based commercial
software development firm
Evaluating pilot tests for a new system in a leading
express mail company
Developing an enterprise model for a
microelectronics manufacturing firm
Improving receptivity to CASE tools for a firm inthe petroleum industry
Reducing programmer/analyst turnover in an
insurance company
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Generating Ideas
An incubation period during which your subconscious
often supports your conscious creative efforts Requires preparation including a knowledge of the area of
interest and the ideas of others as well as discipline
Can be planned: make conscious habits to aid
subconscious process - relaxing, recording, and,humor/exercise
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Brainstorming/Brainwriting
1. Pick a problem/opportunity where each person
has knowledge/motivation to contribute2. Define the problem in neutral terms.
3. Record the ideas on flip charts where all can see.
4. Suspend evaluation or judgment until all ideas given.
5. Stretch for ideas, do another round even considering
outrageous ideas and accept them all. Quantity over
quantity.
6. Encourage embellishment and idea building.
Brainwriting differs in that ideas are written mitigating
dominant participants, social disapproval, and authority
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Analogy/Metaphor
Analogy- similarity between things otherwise dissimilar,
"make the familiar strange and the strange familiar" Metaphor- term applied to another, unrelated
term to create a non-traditional relationship
1. Withholding evaluation, generate a list of objects,
persons, situations, or actions that are similar butunrelated to the problem.
2. Select one analogy and describe in detail w/o relating to
original problem.
3. Examine the items generated and translate to statementsthat apply to problem/opportunity in question.
4. Examine each statement and discuss its application to
problem/opportunity
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Interrogatories (5Ws/H)
Who?What?When?Where?Why?How?
Helps to expand view and ensure all problem aspectsconsidered
1. Develop a question for each W and the H. For example,
Who will be affected by the new application?
How might an application be used for other
purposes?
Why provide this service to our customers?
Whatcustomer category would best use this product?2. Develop responses to each of your questions.
3. Evaluate alternative approaches suggested by your
responses to your questions.
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Wishful Thinking
Expand your horizons in viewing a situation and not be
confined by your understanding of constraints
1. Develop a problem statement
2. Open solution space to all possibilities anything is
possible
3. State alternatives in terms of wish/fantasy
4. Convert wishes to practical statements
5. Repeat steps 3. and 4., if necessary
Wildest Idea Technique - generate bizarre wild ideas
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Problem Reversal
Premise: reversing your assumptions about a problem
provides new perspectives in thinking
1. Write the problem statement in question form.
2. Identify the "verb" or action content of the statement.
3. Reverse the meaning of the verb or action content and
restate the problem in question form.
4. List answers to the reversed problem statement.5. Reverse the answers stated in step 4.
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Suggested Readings
Creativity & Innovation in Information Systems
Organizations, J. Daniel Couger Creative Problem Solving and Opportunity Finding, J.
Daniel Couger
Creative Thinking in the Decision and Management
Sciences, James R. Evans
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The End