Creativity techniques ING Retail NL Venturing

Creativity techniques

ING Retail NL Venturing

Functionality chokes creativity Creativity skills functionality

In 90% of the cases It is about enthusiasm , and not about creativity.

3 conditions for creativity You are stuck There is a problem You need Inspiration or Motif Means Opportunity

You are stuck

There is a problem

You need Inspiration

or

Motif

Means

Opportunity

Rational Rational Incubation Wall ldea Creative process

About incubation… I am just a copier, an impostor. I wait, I read magazines. After a while my brain sends me a product… I am my brain’s publisher Philippe Starck

People use their brain economically - Blockade 1 Our memory works with patterns Therefore we are able to respond quickly and adequately to our complex environment And we can function without paying attention all the time Driving on my automatic pilot Roads form because we go them

Our memory works with patterns

Therefore we are able to respond quickly and adequately to our complex environment

And we can function without paying attention all the time

What does the sign say?

Can you read this? Ancdroicg to a raceersh on a Esgnlih uvsinertiy, it deos not mttaer in waht oedrr ltteers are set in a wrod. As lnog as the fsrit and lsat leettr are in the rhgit pcale. The rest of the lrttees may be pcaeld rlmndoay. You wlil see you are slitl albe to raed it. Tihs cmeos due to the fcat taht you don’t raed evrey ltteer, but the wrod as a wlhoe.

Ancdroicg to a raceersh on a Esgnlih uvsinertiy,

it deos not mttaer in waht oedrr ltteers are set in a

wrod. As lnog as the fsrit and lsat leettr are in

the rhgit pcale. The rest of the lrttees may be

pcaeld rlmndoay. You wlil see you are slitl albe

to raed it. Tihs cmeos due to the fcat taht you

don’t raed evrey ltteer, but the wrod as a wlhoe.

Patterns and creativity - Blockade 2 Patterns are dominant routes in our memory based on experiences. Creativity is developing new patterns. Creativity needs abandoning the old patterns first: unblock

Patterns are dominant routes in our memory based on experiences.

Creativity is developing new patterns.

Creativity needs abandoning the old patterns first: unblock

What do you see?

Creativity – Blockade 3 Is about letting go, free your mind

Is about letting go,

Dare to let go unblock Re-connect Re-imagine Rational analyses Original Solution

Order Chaos creativity Force to fit Creativity Techniques From order to chaos and back to order - Blockade 4

Creativity techniques 2 goals To inspire, break away from daily business Incubation 2 techniques Climbing Flying 2 varieties Spoken Silent: writing, drawing

2 goals

To inspire, break away from daily business

Incubation

2 techniques

Climbing Flying

2 varieties

Spoken

Silent: writing, drawing

6 skills for creative thinking Postpone your judgment Ask questions Change your perspective Open up your horizon Associating/Combining Visualizing

Postpone your judgment

Ask questions

Change your perspective

Open up your horizon

Associating/Combining

Visualizing

And number 7: Humor! The brain chemistry for humor is the same as that for creativity A mind that sees humor and incongruities in situations is more likely to come up with unusual of creative solutions

The brain chemistry for humor is the same as that for creativity

A mind that sees humor and incongruities in situations is more likely to come up with unusual of creative solutions

Idea killers are strictly forbidden! It doesn't grab me. It's not in our image. It's not in our style. It sounds too simple. It sounds too complicated. We'll never find the time to do it. Sounds crazy to me! We've never done anything like that before. Has anyone ever done anything like that before? It'll turn everybody off. Yuck! That's not consistent with the way we do things here. How in the world did you come up with that?! Let's be realistic... Come on...get serious. Great idea-but not for us. People will say we're silly. People will say we're reckless. What will people say? It'll never work. Do you really think that would work? I don't know... Why bother? Sorry...try again. That's a new one to me. That's very interesting, but... That's fantastic, but... Yes, but... Who's going to do it? (Silence)

It doesn't grab me.

It's not in our image.

It's not in our style.

It sounds too simple.

It sounds too complicated.

We'll never find the time to do it.

Sounds crazy to me!

We've never done anything like that before.

Has anyone ever done anything like that before?

It'll turn everybody off.

Yuck!

That's not consistent with the way we do things here.

How in the world did you come up with that?!

Let's be realistic...

Come on...get serious.

Great idea-but not for us.

People will say we're silly.

People will say we're reckless.

What will people say?

It'll never work.

Do you really think that would work?

I don't know...

Why bother?

Sorry...try again.

That's a new one to me.

That's very interesting, but...

That's fantastic, but...

Yes, but...

Who's going to do it?

(Silence)

5 agreements/rules Everything stays within 4 walls, nobody talks about what happens Be free Do not judge Stepping stones: build on each other's ideas It’s a team effort, not an individual contest

Everything stays within 4 walls, nobody talks about what happens

Be free

Do not judge

Stepping stones: build on each other's ideas

It’s a team effort, not an individual contest

The objective observation trap – Blockade 5 Our observation is clouded by: Our attention Intensity of stimuli Physical fitness Emotions Expectations Interests Biases and prejudices

Our observation is clouded by:

Our attention

Intensity of stimuli

Physical fitness

Emotions

Expectations

Interests

Biases and prejudices

Name the colors not the words – Blockade 6 Yellow Blue Orange Black Red Green Purple Yellow Red Orange Green Black Blue Red Purple Green Blue Orange

Techniques are all about… Letting go Associating: Flower association: associate around one word Chain association: associate from one word to another Combining Use external stimuli to stir it up Don’t be satisfied to easy, ask for more and more and more

Letting go

Associating:

Flower association: associate around one word

Chain association: associate from one word to another

Combining

Use external stimuli to stir it up

Don’t be satisfied to easy, ask for more and more and more

Vers Geld Flower association and Chain association Fresh Young Naive No fear MSN Broke Peer pressure Fresh Young Fridge Kitchen House Street

Creative process Definition of the problem (DP) Idea development (ID) Idea selection (IS) Idea enrichment (IE)

Definition of the problem (DP)

Idea development (ID)

Idea selection (IS)

Idea enrichment (IE)

1. Definition of the problem: challenging the definition Briefing of the problem owner Ask the W questions: What is the problem, Who, Where, Why, When etc Redefinition: everybody makes his own definition, starting with: “How can we..” or “Invent…”, make sure the definition is Surprising Provocative Stimulating Try not to find the best formulation but: Challenge the problem Change point of view Break away from old patterns “ As soon as you have made a thought, laugh at it.” Lao Tzu

Briefing of the problem owner

Ask the W questions: What is the problem, Who, Where, Why, When etc

Redefinition: everybody makes his own definition, starting with: “How can we..” or “Invent…”, make sure the definition is

Surprising

Provocative

Stimulating

Try not to find the best formulation but:

Challenge the problem

Change point of view

Break away from old patterns

An example of redefinition Waiting lines in the supermarket Research showes that 80% of the customers is irritated because they have to wait for a long time. How can you redefine this problem?

Waiting lines in the supermarket

Research showes that 80% of the customers is irritated because they have to wait for a long time.

How can you redefine this problem?

2. Idea Development: always start with a Purge Purge means cleaning or releasing and it is about releasing one’s top of mind ideas: High speed makes it less rational Quantity: as much ideas as possible, the best ones come at the end Indicates the mental blockade Important for group dynamics Deliberately results in hilarious non-sense

Purge means cleaning or releasing and it is about

releasing one’s top of mind ideas:

High speed makes it less rational

Quantity: as much ideas as possible, the best ones come at the end

Indicates the mental blockade

Important for group dynamics

Deliberately results in hilarious non-sense

2. Idea Development: creative techniques to explore new and more remarkable options Climbing Step-by-step Partly rational, force to fit is easy Needs discipline Works if problem is not fully analyzed Flying Via non-sense/chaos/wildest idea Attitudes towards the technique differs between two extremes: we-change-the-world/inspired versus ridiculous, waste of time Force to fit takes more effort

Climbing

Step-by-step

Partly rational, force to fit is easy

Needs discipline

Works if problem is not fully analyzed

Flying

Via non-sense/chaos/wildest idea

Attitudes towards the technique differs between two extremes: we-change-the-world/inspired versus ridiculous, waste of time

Force to fit takes more effort

2. Idea Development: force to fit Return to the problem: how can you put the creative products to use Back to ratio Enrichment of the ideas Combining different idea-fragments into a few broader concepts

Return to the problem: how can you put the creative products to use

Back to ratio

Enrichment of the ideas

Combining different idea-fragments into a few broader concepts

Order Chaos creativity Force to fit Creativity Techniques From order to chaos and back to order

More Connect the dots with 4 straight lines

If we had a thick pencil, we could join the dots with just three lines. Why stop at three lines? Why not take a very thick pencil and do the job with just one line? Even with a thinner pencil, we could still make do with three lines by folding the paper so that the dots were closer to each other. If we laid the paper on the ground, we could draw one very long line which encircles the Earth three times, joining one row of dots each time. And if that sounds a bit far-fetched, we could do the same thing by rolling the paper into a cylinder.

Yet another solution is to fold the paper in three, so the rows of dots all line up, and fold it again and poke the pencil through! In mathematical terms, parallel lines are sometimes considered to "join" at infinity, so here's a solution that uses just three lines! This solution uses five lines, but the rules said we were only allowed four! In this case, we're questioning the assumption that we have to follow the rules! We could tear the paper in pieces and line the individual strips of dots up. Or let somebody else draw that fourth line. Tie two pencils together and use them to draw the lines.

Now you might say that some of these "solutions" are outlandish, unfair and not within the spirit of the problem. And you would be right. In many situations, it's just not practical to do things like circling the Earth with a red pen, or it's not allowed to do things like breaking the rules. In these situations, you might be forced to live with certain constraints and assumptions. The point here is to encourage you to look for false assumptions and artificial constraints, and eliminate them.

2. Climbing - Discover your Assumptions Exploring the problem Underline every important term in the problem Associate around every term Discover the assumptions Play with every assumption, get rid of it or turn it around to find new solutions and ideas Similar features Make up 5 solutions for the problem Discover the similar features of all the solutions Get rid of one feature Make up 5 solutions Etcetera

Exploring the problem

Underline every important term in the problem

Associate around every term

Discover the assumptions

Play with every assumption, get rid of it or turn it around to find new solutions and ideas

Similar features

Make up 5 solutions for the problem

Discover the similar features of all the solutions

Get rid of one feature

Make up 5 solutions

Etcetera

2. Climbing - Discover your Assumptions Find Congruence Determine the essential term in a problem Find the opposite of the essential term A Name as many features of the opposite as possible Use these features as to make up new solutions 3. B Draw the original term and the opposite Find the similar features Use these features to make up new solutions analogon original

Find Congruence

Determine the essential term in a problem

Find the opposite of the essential term

A

Name as many features of the opposite as possible

Use these features as to make up new solutions

3. B

Draw the original term and the opposite

Find the similar features

Use these features to make up new solutions

2. Climbing - SCAMPER Underline every important term in the problem Reformulate: S ubstitute C ombine A dapt M odify P ut to other uses E liminate R everse

Underline every important term in the problem

Reformulate:

S ubstitute

C ombine

A dapt

M odify

P ut to other uses

E liminate

R everse

2. Flying - MATEC or random word Take 3 essential terms from the problem Horizontal: make a chain association of 5 words Vertical: chain association of 4 words Choose 2 random words out of 75 words Use those words to inspire for new solutions

Take 3 essential terms from the problem

Horizontal: make a chain association of 5 words

Vertical: chain association of 4 words

Choose 2 random words out of 75 words

Use those words to inspire for new solutions

2. An example of MATEC Young Jumping School Study Driving license Free Horse Books Money Accident Celebrate Grass Writer Rich Insurance Party Green Word Hilton Fee Cake Army PC Minibar Flat You can also use a dictionary to choose random words Problem: Keep our young customers happy

2. Flying - metaphors Find a metaphor for the situation Paint a picture, make it expressive, explore the metaphor Search for different solutions within the metaphor Translate it to the original problem Especially well suited for drawing

Find a metaphor for the situation

Paint a picture, make it expressive, explore the metaphor

Search for different solutions within the metaphor

Translate it to the original problem

Especially well suited for drawing

2. Flying - Visualize Needed: a stack of cards with images or photo's Each participant picks a card that he/she likes Another person explains what the association between the problem and the card is.

Needed: a stack of cards with images or photo's

Each participant picks a card that he/she likes

Another person explains what the association between the problem and the card is.

2. Flying - destructive + reverse brainstorming Start destructive: find ways to make the problem bigger and more worse Reverse these ideas in positive solutions Problem: How can we make a chainsaw more safe? Start destructive: how can we make it more risky, how can we get more injuries

Start destructive: find ways to make the problem bigger and more worse

Reverse these ideas in positive solutions

2. Silent techniques Brainwriting/drawing Metaplans (post-it method) Brainbox

Brainwriting/drawing

Metaplans (post-it method)

Brainbox

3 Idea Selection Techniques for scoring, prioritizing and selecting Use heart and head

Techniques for scoring, prioritizing and selecting

Use heart and head

3. Idea Selection: Stickering Every person has x stickers to pass out: Red for attractive ideas Green for feasible ideas The 3 ideas with the most green stickers: very feasible ideas, just do it The red ideas: how can you make them more feasible

Every person has x stickers to pass out:

Red for attractive ideas

Green for feasible ideas

The 3 ideas with the most green stickers: very feasible ideas, just do it

The red ideas: how can you make them more feasible

3. Idea selection: Scoring

3. Scoring Diamond Proof On Wow On Core Competence On Consumer On Market potential Off Competitor

3. Idea Selection: visualizing in a Now/Wow/How-matrix Low High Easy Difficult Originality Feasablity NOW WOW HOW

Vers Geld 3. Idea selection: visualizing in a Consultants matrix Low High Low High Criterium B Criterium A Feasability Attractiveness Customer Satisfaction Profit Potential Risk Effort Feeling

3. Idea selection: Score by heart Everybody chooses their favorite idea The most radical ideas can only be judged bij the heart because there is not enough information for the head

4 Idea enrichment Ideas are only the starting point, a lot of thinking and talking has to be done to enrich the idea Techniques are Describe the idea Visualize the idea Analyse the idea on different criteria Find the weak spots en turn these around SCAMPER the idea Make a slogan that communicaties the idea Combine different ideas into broader concepts Communicatie the idea to stakeholders

Ideas are only the starting point, a lot of thinking and talking has to be done to enrich the idea

Techniques are

Describe the idea

Visualize the idea

Analyse the idea on different criteria

Find the weak spots en turn these around

SCAMPER the idea

Make a slogan that communicaties the idea

Combine different ideas into broader concepts

Communicatie the idea to stakeholders

Additionele slides, plaatjes en oefeningen voor achter de hand

Additionele slides, plaatjes en oefeningen voor achter de hand

Why innovation ? Explosive growth in Information Technology and its appliances Increasing number of competitors and more aggressive Financial markets are volatile Critical customers with changing needs

Why Venturing ? Creativity is thinking up new things. Innovation is doing new things. Venturing is earning money with it all. Free translation to Theodore Levitt

3 Lamps in the room are connected with three switches in the cellar. You can’t see the lamps and its light from the cellar and all switches are off. You can switch whatever you want, but are only allowed to go upstairs once How can you know which switch belongs to which lamp? Lamps

3 Lamps in the room are connected with three switches in the cellar.

You can’t see the lamps and its light from the cellar and all switches are off.

You can switch whatever you want, but are only allowed to go upstairs once

How can you know which switch belongs

to which lamp?

Prisoner A prisoner has left his cell and wait in the bushes near the gate to go out. The gatekeeper says a password “12” and the guard answers “5” through the intercom and the door opens for him Another guard arrives; Password “9”, and guard says “4” and the door opens The prisoner waits one more time An new guard is going out; Password “6” and the guard says “3” and the door opens Now the prisoner jumps to the intercom and push the button. The password is “3” and the prisoner says “2”, wants to jump through the doors, but they stay closed. How can that be?

A prisoner has left his cell and wait in the bushes near the gate to go out.

The gatekeeper says a password “12” and the guard answers “5” through the intercom and the door opens for him

Another guard arrives; Password “9”, and guard says “4” and the door opens

The prisoner waits one more time

An new guard is going out; Password “6” and the guard says “3” and the door opens

Now the prisoner jumps to the intercom and push the button.

The password is “3” and the prisoner says “2”, wants to jump through the doors, but they stay closed.

How can that be?

Barometer How can you measure the hight of a 10 storey high building with the help of a barometer

How can you measure the hight

of a 10 storey high building

with the help of a barometer

Inventions Bron: Business Week

Inventions Bron: Inventables

Trends from around…. Minipreneurs Curated Consumption Massclusivity No Frill Chic Online Oxygen Infolust

Trends from around…. Branded Brands Customer Made Innovative pop-up brand spaces

De Thermometer    10.30 9.00 12.00 17.00

Vragen achter de hand De vragen: Jantje was erg moe en ging naar bed om 7 uur ’s-Avonds. Hij had een ochtend pianoles en zette daarom de wekker op kwart voor negen. Hoeveel uren en minuten slaap heeft hij gehad? Sommige maanden hebben 31 dagen (oktober). Alleen februari heeft precies 28 dagen (in een niet-schrikkeljaar). Hoeveel maanden hebben 30 dagen. Een boer had 18 varkens. Alle varkens, behalve 7, gingen dood. Hoeveel leefden er nog? Deel 50 door 1/3 en tel er 7 bij op. Hoeveel heb je dan? Van de dokter krijg je 5 pillen. Elk half uur moet je er 1 nemen. Hoe lang doe je met de pillen? Als je slechts 1 lucifer hebt en je komt in een donkere, koude kamer waar een kerosine lamp, olie kachel of hout brander staat. Wat steek je dan het eerste aan. Twee vrouwen zijn aan het dammen. Ze spelen vijf potjes zonder een gelijkspel. Ze hebben elk evenveel potjes gewonnen. Hoe kan dat? De (foute) antwoorden: 13 uur en 45 minuten (als je ervan uit gaat dat de les de volgende ochtend is). => 1 uur en 45 minuten (de ochtendles was de reden waarom hij zo moe was). 4 (april, juni, september, november) => 11 (allemaal behalve februari). 11 => 7 23,67 => 157 2,5 uur => 2 uur iets anders dan de lucifer => de lucifer - => Ze spelen niet tegen elkaar

De vragen:

Jantje was erg moe en ging naar bed om 7 uur ’s-Avonds. Hij had een ochtend pianoles en zette daarom de wekker op kwart voor negen. Hoeveel uren en minuten slaap heeft hij gehad?

Sommige maanden hebben 31 dagen (oktober). Alleen februari heeft precies 28 dagen (in een niet-schrikkeljaar). Hoeveel maanden hebben 30 dagen.

Een boer had 18 varkens. Alle varkens, behalve 7, gingen dood. Hoeveel leefden er nog?

Deel 50 door 1/3 en tel er 7 bij op. Hoeveel heb je dan?

Van de dokter krijg je 5 pillen. Elk half uur moet je er 1 nemen. Hoe lang doe je met de pillen?

Als je slechts 1 lucifer hebt en je komt in een donkere, koude kamer waar een kerosine lamp, olie kachel of hout brander staat. Wat steek je dan het eerste aan.

Twee vrouwen zijn aan het dammen. Ze spelen vijf potjes zonder een gelijkspel. Ze hebben elk evenveel potjes gewonnen. Hoe kan dat?

De (foute) antwoorden:

13 uur en 45 minuten (als je ervan uit gaat dat de les de volgende ochtend is). => 1 uur en 45 minuten (de ochtendles was de reden waarom hij zo moe was).

4 (april, juni, september, november) => 11 (allemaal behalve februari).

11 => 7

23,67 => 157

2,5 uur => 2 uur

iets anders dan de lucifer => de lucifer

- => Ze spelen niet tegen elkaar

Creatieve oefeningen achter de hand Bron: Creativiteit, Lee Towe 1996 1. Losmakertje: Creativiteit meten Noteer binnen 3 minuten zoveel mogelijke manieren om een bepaald voorwerp te gebruiken. Bijvoorbeeld: potlood, cent, spijker Meetcriteria: aantal (minimaal 20), variatie, detailniveau, uniekheid 2. Hernoemen levert nieuw perspectief a. Noteer binnen een halve minuut zoveel mogelijk woorden die u kunt vormen met deze letters: B R A N D E N b. Idem maar dan met E A R D N N B Moraal van het verhaal: hernomen levert toch weer nieuwe woorden op. 3. Oplossingen voor het tegenovergestelde Gebruik maken van ‘ Newtons Wet op de beweging’: Voor iedere actie bestaat er een even grote reactie, werkend in tegenovergestelde richting. Noteer de tegenovergestelde acties die je moet nemen om je echte doel te bereiken. Bijvoorbeeld: Zorgen dat we veel geld verliezen met innovatie 4. Analogieën gebruiken 1. Definieer je probleem 2. Kies een bekende ervaring die geen enkel verband heeft met het probleem (bijv. inpakken voor de vakantie, kinderen opvoeden, cadeautje kopen, eten koken, groepsfoto maken) 3. Noteer een aantal principes of acties die met die ervaring te maken hebben. 4. Pas de lessen toe op het oorspronkelijke probleem. Voorbeeld case Probleem: hoe kunnen we ING innovatiever maken? Ervaring: kinderen opvoeden.

Bron: Creativiteit, Lee Towe 1996

1. Losmakertje: Creativiteit meten

Noteer binnen 3 minuten zoveel mogelijke manieren om een bepaald voorwerp te gebruiken.

Bijvoorbeeld: potlood, cent, spijker

Meetcriteria: aantal (minimaal 20), variatie, detailniveau, uniekheid

2. Hernoemen levert nieuw perspectief

a. Noteer binnen een halve minuut zoveel mogelijk woorden die u kunt vormen met deze letters: B R A N D E N

b. Idem maar dan met E A R D N N B

Moraal van het verhaal: hernomen levert toch weer nieuwe woorden op.

3. Oplossingen voor het tegenovergestelde

Gebruik maken van ‘ Newtons Wet op de beweging’: Voor iedere actie bestaat er een even grote reactie, werkend in tegenovergestelde richting.

Noteer de tegenovergestelde acties die je moet nemen om je echte doel te bereiken.

Bijvoorbeeld: Zorgen dat we veel geld verliezen met innovatie

4. Analogieën gebruiken

1. Definieer je probleem

2. Kies een bekende ervaring die geen enkel verband heeft met het probleem (bijv. inpakken voor de vakantie, kinderen opvoeden, cadeautje kopen, eten koken, groepsfoto maken)

3. Noteer een aantal principes of acties die met die ervaring te maken hebben.

4. Pas de lessen toe op het oorspronkelijke probleem.

Voorbeeld case

Probleem: hoe kunnen we ING innovatiever maken? Ervaring: kinderen opvoeden.

Crea plaatjes

Avoiding loss