Three business approaches for breaking the creativity code

1. Creativity Revisited
Three business approaches for
breaking the creativity code

2. Based on the book
“Creativity in Product Innovation”
Written by Prof. Jacob Goldenberg
Co-founder of SIT – Systematic Inventive Thinking®

3. Creativity is considered the
ultimate of human qualities.

4. Creativity is considered the
ultimate of human qualities.
But what is creativity

5. Approach #1
A Divine Providence

6. “Creativity is a divine spark that may not
be dismantled and examined by use of
scientific tools”
(Carl Popper)

7. Its missioners will tell you creativity is
impossible to formulate; its either you
got it, or you don’t.

9. Approach #2
Free your mind and the rest will
follow…

10. A hypothesis was made
Creative thinking is a process one
may conduct by using an analytical
tool

11. Many methods for fostering creativity
appeared and spread

12. Many methods for fostering creativity
appeared and spread

13. 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]

14. 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]

15. 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

16. Approach #3
The Creative Thinking Patterns

17. 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
*

18. They suggested that creativity is the outcome of
ordinary thinking, which doesn’t necessarily require a
creative spark!

19. 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!

20. Unpredictability
is the essence of creativity
#1

21. Unpredictability
is the essence of creativity
#1
Constraints are needed, as the original thinking
combines familiarity and surprise

22. Ideation scope
should be unrestricted
2#

23. Ideation scope
should be unrestricted
2#
Restricted scope proven to be…

24. Randomness
should be stimulated and enhanced
3#

25. Randomness
should be stimulated and enhanced
3#
Thought consciously guided by a wide set
of restricted options yields more targeted
and effective results

26. A group interaction
generates more ideas
4#

27. 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

28. The Major Breakthrough

29. 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.

30. 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.

31. Thank You
SIT
T +972 3 5456000
F +972 3 5456001
info@sitsite.com
16 Tozeret Ha’aretz St.
Tel Aviv
67891 Israel