sfu creability talk june 15 2015 martin eppler

SFU Creability

Prof. Martin J. Eppler / =mcminstitute / HSG

Creability The Science and Practice of team Creativity

Prof. Dr. Martin J. Eppler www.creability.ch

© =mcminstitute

CREABILITY The Science and Practice of

Team Creativity

Martin J. Eppler, PhD Chair of Communications Management

University of St. Gallen, Switzerland SFU, June 15th 2015

www.creability.ch www.sketchingatwork.com

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Why you should care…

Source: IBM CEO Studies n= 1500-1700 CEOs

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Agenda

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Ban the Brainstorm!

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Study Example (Diehl & Stroebe 1987)

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Why Brainstorming is problematic

1. Production Blocking

2. Premature Contamination

3. Dominance of Extroverts & Free Riding

4. Lacking Idea Improvement

5. Lack of Stimuli

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Perceived Finishedness (PF) Dyadic Brainwriting Experiment

22 Factorial Experiment

Input 2: Typeface

Daniel typeface

Arial typeface

Input 1: Icon

Unfinished PF level 1 PF level 2

Finished

PF level 3 PF level 4

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Perceived Finishedness (PF) Experiment: Results => Keep it Provisional

Icon PF Mean number of ideas with detail added s.d. n (dyads) t df Sig.

Low 1.68 .94

22 2.34 35 .025*

High .93 .96 15

Mean number of ideas with detail added correlates with mean feasibility of idea (r = .37, p <.05).

Icon PF Mean creativity (3-15) s.d. n (dyads) t df Sig.

Low 8.94 .52 22 3.276 35 .002**

High 8.33 .60 15

Icon PF

Typeface

PF

Mean creativity (3-15)

s.d. n (dyads) F df Sig.

Low Low 8.89 .52 11 3.623 3 .023*

Low High 8.99 .54 11

High Low 8.42 .67 8

High High 8.23 .53 7

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Creativity- Lost in the maze

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A Framework for Creativity at Work (see www.creability.ch)

1. Seize the opportunity

2. Create great ideas

3. Get it right!

Sweet Spot Flip-flop

Principles

Phases

Tools

Clarify

Challenge

Change

Combine

Check

Prepare Produce Polish

Empathy Map

Perpectives Paper clip

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Creability principles

Clarify: clarify the issue and its drivers => facts

Challenge: question your basic assumptions => doubts

Change: switch your view on the issue => perspectives

Combine: connect your best ideas => compilations

Check: test your ideas & get feedback => prototypes

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Overview: 30 kicks for creativity

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Perspectives Diagram

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Empathy Map Template

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Sweet spot creativity in the exclusivity zone

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Association bandit

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Flip Flop Method

1) Invert the problem (how to make it worse).

2) Generate destructive ideas individually.

3) Share the destructive ideas.

4) Identify things you need to stop.

5) Flip flop ideas to get solutions.

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Constructive Feedback to improve Ideas: PPCO

Positive

Potential

Concern

Overcome

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Conclusion

Switch into creative mode more often.

Warm up first.

Ban the brainstorm.

Switch perspectives (competitors, customers).

Visualize your ideas provisionally and improve

them collaboratively.

Polish your ideas.

sfu creability talk june 15 2015 martin eppler

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