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Transcript of Creativity Judith Masthoff. Why be creative? Finding the killer application Finding an innovative...
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Creativity
Judith Masthoff
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Why be creative?
• Finding the ‘killer application’
• Finding an innovative user interface
• Finding an innovative way of doing business
• Solving technical problems
• Solving organisational problems
• Solving personal problems
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Why teaching creativity?
“ Only 2% of adults of any age level can be accurately classified as "highly creative" while over 90% of children five years old or younger can be classified this way. The huge drop-off begins at ages 6 and 7 (only 10% in these age groups were found to be considered "highly creative") ”
Ken Lizotte, Emerson Consulting Group
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Things that often go wrongwhen solving a problem in a group…• Unstructured
• No notes
• Ideas are not really new
• Negative comments (“this idea will not work”)
• Some people speak a lot, others are silent
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“But” people (1)
• This 'telephone' has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us. (Western Union internal memo, 1876)
• We don't like their [The Beatles] sound, and guitar music is on the way out. (Decca Recording Company, 1962)
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“But” people (2)
• 640K [memory] ought to be enough for anybody (Bill Gates, 1981)
• Louis Pasteur's theory of germs is ridiculous fiction. (Pierre Pachet)
• Who the hell wants to hear actors talk? (Warner Brother's H. M. Warner, 1927)
• I think there is a world market for maybe five computers. (Thomas Watson)
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• Great spirits have always encountered violent opposition from mediocre minds
- Albert Einstein
• The person who says it cannot be done should not interrupt the person doing it.
- Chinese Proverb
• A person with a new idea is a crank until the idea succeeds. - Mark Twain
• Every really new idea looks crazy at first -Alfred North
Whitehead
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What is creativity?
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Ancient Greeks (Socrates)
• Creative ideas come from the Gods(Inspiration = the god within)
• Not when a person is rational, but when someone is "beside himself", when "bereft of his senses.
• Advice: "thinking" might prevent the reception of divinely inspired revelations.
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19th Century
• Creative ideas come from “within”
• Hidden part of mind, “inner Africa”
• Emotional side
• Advice: Lead an unusual life
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Graham Wallas’ model (beginning of the 20th century)
• Preparation: know field of study
• Incubation: spend time away from problem
• Illumination: flash of a new idea
• Verification: see if idea really works
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CPS Model (Alex Osborne,1963)
1. Mess-finding (Objective Finding)
2. Fact-finding
3. Problem-Finding
4. Idea-finding
5. Solution finding (Idea evaluation)
6. Acceptance-finding (Idea implementation)
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Synectics Process
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Synectics
• “Together produce”
• A structured way of brainstorming in a group
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Main rules
• All ideas welcome, certainly the crazy ones!
• “I wish I could….”
• Associative listening: dream away and build on what other people are saying
• No evaluation of ideas!
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Associative Listening
• You hear one thing, you think of another
• Example: “Lion”
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The players
• Problem owner– has a real problem and the power to act– takes the content decisions
• Facilitator– guards the process– does not get involved in the contents
• Resource– generate ideas
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The process (divergent part)
Problem owner presents problem
Resources generate springboards
Optional Excursion
Until problem owner satisfied (enough ideas)
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Presenting the problem
• Start with a headline!– I need to find a way to..– I wish I could...
• Give some background– the present situation and your ‘impossible’ wish– what you have thought of already– why interested in the problem and power to act
• Meanwhile, associative listening..
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Synectics Example
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Story excursion
Forget about the problem!
• Start of with a word
• Participants in turn add a couple of lines to the story
• Each bit has to have an unexpected ending
Come back to the problem…
Let’s try it...
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Career excursion
Forget about the problem!
• Each participants is told to pretend they have a certain profession
• They think a minute
• They are asked “how does it feel to be a..”Come back to the problem...
Let’s try it...
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Personal analogy excursion
Forget about the problem!
• Each participants is told to pretend they are a certain object
• They think a minute
• They are asked “what is it like to be a..”Come back to the problem…
Let’s try it...
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The process (convergent part)
Problem owner selects idea (or combination) paraphrases it, and explains what (s)he liked about it
Problem owner poses new problem “What I need now is a way to..”
Divergent part on the sub-problem
Until problem owner satisfied or time up
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Street excursion
Forget about the problem!
• Participants go for a walk
• They report on their walk Come back to the problem…
Let’s try it...
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Synectics Practice
• Split in two groups
• Pick a problem owner and facilitator
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Improving the problem specification
• Often problem specification is too vague,like ‘invent a new product’
• Often trying to solve the wrong problem!
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Mind Mapping method
• Put the problem in the middle
• Branch out
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Why? method
• Start with a problem statement, like‘How to ...’
• Ask ‘why do you want to...’
• Listen to the answer
• Ask why again, etc, till you really now why
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Some other techniques
• Destination‘How to’ often getting from A to B
Is B the only desirable end, or are there others?
• ExcellenceMake ‘how to’ statement more extreme
Increase sales by 10% => Increase sales by 100%
• Rewording
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Idea Selection
• Creative sessions lead to many ideas
• How to select the right one?
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Questions Options Criteria (QOC)• Determine important criteria beforehand
• Judge each option (=idea) on the criteria
Criteria 1 Criteria 2 Criteria 3
Option 1Option 2Option 3Option 4
Criteria may have a different weighting...
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I want a topics Top 11!
• Another idea selection technique: voting
• I will give you each ten colored stickers (= virtual money)
• If you think an idea is good (in this case, criterion is good), vote for it by putting sticker next to it
• If you think it is very good, you can put multiple stickers.
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SWOT
• Strengths, Weaknesses, Opportunities, Threats
• Specify each of these for each idea
• Often used to analyse business
• Can also be used to select ideas
• And to start brainstorm...
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What if I have too many ideas?
• SWOT and QOC work well with a limited number of ideas to select from
• But not with 100s...
• You could vote for a top 10 and apply SWOT or QOC
• Maybe good to do some clustering first!(= merge similar ideas under one heading)