creativity revisited
TRANSCRIPT
Creativity RevisitedThree business approaches for
breaking the creativity code
Based on the book
“Creativity in Product Innovation” Written by Prof. Jacob Goldenberg
Co-founder of SIT – Systematic Inventive Thinking®
Creativity is considered the ultimate of human qualities. ?
Creativity is considered the ultimate of human qualities. ?But what is creativity
Approach #1
A Divine Providence
“Creativity is a divine spark that may not be dismantled and
examined by use of scientific tools”
(Carl Popper)
Its missioners will tell you creativity is impossible to formulate; its either you got it, or you don’t.
Approach #2
Free your mind and the rest will follow…
A hypothesis was made
Creative thinking is a process one may conduct by using an analytical tool
Many methods for fostering creativity appeared and spread
Brainstorming
Lateral Thinking
Six Thinking Hats
Mind MappingRandom Stimulation
Many methods for fostering creativity appeared and spread
And they all have one common formula
[X] + [Y] + [Z] = The Creative Spark[Break away from existing thinking frameworks]
[Search for the non-conventional]
[Suspend judgment and criticism]
And they all have one common formula
[X] + [Y] + [Z] = The Creative Spark[Break away from existing thinking frameworks]
[Search for the non-conventional]
[Suspend judgment and criticism]
The result was four key assumptions:
… which became an academic taboo.
#1. Unpredictability is the essence of creativity
#2. Ideation scope should be unrestricted
#3. Randomness should be stimulated and enhanced
#4. A group interaction generates more ideas
Approach #3
The Creative Thinking Patterns
The pioneers in breaking these method’s assumptions were cognitive psychologists*
later joined by Neuro-psychology, Artificial Intelligence, Engineering, Education, and Marketing and Management Science
Brainstorming
Lateral Thinking
Six Thinking Hats
Mind MappingRandom Stimulation
*
They suggested that creativity is the outcome of ordinary thinking, which doesn’t necessarily require a creative spark!
And they built a scientific knowledge base, which challenged these four key assumptions
They suggested that creativity is the outcome of ordinary thinking, which doesn’t necessarily require a creative spark!
Unpredictability is the essence of creativity
#1
Unpredictability is the essence of creativity
#1
Constraints are needed, as the original thinking combines familiarity and surprise
Ideation scope should be unrestricted
2#
Ideation scope should be unrestricted
2#
Restricted scope proven to be…
Randomness should be stimulated and enhanced
3#
Randomness should be stimulated and enhanced
3#
Thought consciously guided by a wide set of restricted options
yields more targeted and effective results
A group interaction generates more ideas
4#
A group interaction generates more ideas
4#
More is not better. It was shown that less ideas suggested by individuals are evaluated as more superior than more
ideas suggested in brainstorming sessions
The Major Breakthrough
A life-long research by a Russian engineer of hundreds of thousands a patents, seeking to identify all creative thinking patterns.
The result was an inventive thinking methodology called TRIZ, which is very engineered-oriented and applied in technical problem solving.
In 1996, SIT – Systematic Inventive Thinking, an innovation & creative thinking methodology was founded.Derived from TRIZ, and adjusted to business application – Product Development, Problem Solving, Management Innovation, etc. – SIT became a simple, proven innovation methodology for organizations.
