In 1502 Leonardo da Vinci produced adrawing of a single span 720 foot bridge.It was not built until 2001 (in Norway)because it was thought such a constructionwas impossible.
What is Creativity and why is it important?What is Creativity? NewnessCreativity = The generation of new ideas that is(Innovation = is how we make those ideas practical) useful“Genius is seeing what everyone has seen and thinking what no one else has thought” Albert Szent, discover of Vitamin CWhy is Creativity important?Increasingly organisations and the people who work for them are recognising thatcreativity is an essential part of creating and maintaining a competitive edge.
Agenda• Share proven Creativity techniques that are used within our organisation• Provide some real life Creativity success stories• Share with you some skills, knowledge and techniques to help you become more creativeObjective• Provide you with some creative thinking techniques and advise how to use these so you can become more creative in your BA role.
The Creative Process Model Set focus …Framing the problem How can we make the marketing department more profitable Idea Generation How can we make all departments more profitable Ideas Pool How can we make Online Marketing profitable Evaluation Implementation
The Creativity Process – The RulesRunning a Creative thinking session:1. Be prepared - Juggling balls, Stop clock / timer & ….2. Set a clear Focus statement3. Choose the creativity tool to use4. Run the session All ideas have value, defer judgment!5. Evaluate the most popular idea(s) and decide which ones to take forward (Dr Edward De Bono’s Six Thinking Hats)
The Creativity Process – Environmenthttp://1dak.com/people/google-office-pictures-47-pics
The Creativity Process Stand Up Musical Chairs Unleash the inner child Have fun! Be a visitor Go for a walk
S it u a ti o n / S o lu t io n R ev er s a l TECHNIQUECREATIVITIY one
Situation / Solution ReversalWhat:• Reverse the situationWhen:• Group meetingsHow:• Restate the challenge so it’s the reverse• Use ‘How’ questions to ensure beneficial output• Reverse the ideas/answers and examine to apply them to original challenge• Careful not to simply list oppositesBenefits:• Effective way of breaking people out of fixed ways of looking at a situation How can we make the department How can we make the department MORE profitable? LESS profitable?
SCAMPER – Brainstorming Enhancer & Standalone• Substitute something• Combine it with something else• Adapt something to it (or Adopt something else)• Modify / Magnify / Minimise it• Put it to some other use• Eliminate something• Reverse it / Rearrange it (Process Improvement - use 3-5 letters)
A n a lo g ie s a n d M et a p h o rs TECHNIQUECREATIVITIY three
Metaphors – (AKA Force Fitting) – Brainstorming Enhancer & StandaloneWhat:• Metaphors can help develop new insights into problem = create better understanding and possibilities of solutions• Compare problem to metaphorHow:• Choose a current problem/issue• Compare to something else (e.g. riding bicycle, gardening, getting married, swimming, having a bath, mixing cocktail, writing book, fishing, running, cooking, washing dishes, playing tennis….)• See how many similarities can be found between problem and metaphor
AnalogiesWhat:• Look at problem completely differently – ask group to compare to totally different situationHow:• “It’s a bit like…”• Or group leader impose situation (e.g fairy tale, historic event…)• Ask group to compare problem at hand to analogy and come up with suggested actions• E.g. 7 dwarfs could be smaller companies/departments who could help solve your ‘Wicked Witch’ problem
/ B ra in s to rm in g B ra in W ri ti n g TECHNIQUECREATIVITIY four
BrainstormingTHE SEVEN RULES OF BRAINSTORMING (FROM IDEO)1) Defer judgmentDon’t dismiss any ideas.Any idea is a good idea, no matter how crazy.Nothing can kill the spirit of a brainstorm quicker than judging ideas before they have a chance togain legs.2) Encourage wild ideasEmbrace the most out-of-the-box notions because they can be the key to solutions.The whole point of brainstorming is coming up with new and creative ideas.3) Build on the ideas of othersNo “buts”, only “ands.”Sometimes people say crazy and bizarre things, like “make it on Mars”, but there is some elementof truth in it. When you build on the ideas of others, you might bring those crazy ideas back downto earth and make them real innovations.4) Stay focused on the topicAlways keep the discussion on target.Otherwise you can diverge beyond the scope of what you’re trying to design for.5) One conversation at a timeNo interrupting, no dismissing, no disrespect, no rudeness.Let people have their say.6) Be visualUse yellow, red and blue markers to write on big 30-inch by 25-inch Post-its that are put on a wall.Nothing gets an idea across faster than drawing it. Doesn’t matter how terrible of a sketcher youare.7) Go for quantityAim for as many new ideas as possible. In a good session, up to 100 ideas are generated in 60minutes.Crank the ideas out quickly.
Mind MappingWhat:• System of note making created by Tony Buzan for effective creative thinking• Generate fresh thinking and new insights• Concept and idea extraction toolWho:• Students, Businesses, Professionals to think learn and work more effectivelyWhen:• Brainstorming sessions• In groups• Personal aidHow:• Centre of blank page – Problem statement/subject• Thick branches closest to Centre• Branch thinner lines off the ends of main branches to add sub themes• Add further branches to get down to the ideas for each concept• Concept – Idea – Concept - Idea
o ’s E d w a rd D e B o n ts 6 T h in k in g H a TECHNIQUEEVALUATION De Bono’s 6 Thinking Hats
De Bono’s 6 Thinking Hats Blue Hat – Control of the thinking process itself: the blue hat sets the agenda. White Hat – Information thinking: What information would we like to have? Yellow Hat – The logical positive: Optimism, looks for benefits? Black Hat – Caution and the logical negative: prevents us from making mistakes, points out what cant be done. Green Hat – Creative effort and Creative thinking: New ideas, alternatives, puts forward all possibilities. Red Hat – Intuition and Feeling: “My gut feeling is that it will/will not work” (Selecting the Hit).
Creativity People who are crazy enough to think they can change the world… are the ones that do! …Apple