This document provides guidance on thinking creatively and solving problems in an innovative way. It discusses pattern thinking and how to break out of established patterns through techniques like thinking "outside the box." The creative process is explained as having three phases: start, diverging, and converging. In the start phase, the problem is defined. In the diverging phase, many ideas are generated through techniques like assumptions and analogies. In the converging phase, the ideas are narrowed down and enriched into final concepts. Two case studies are presented on creating new concepts for a toothbrush and using CB radios in trucks for social media.

1. H O W T O T A C K L E P R O B L E M S I N A C R E A T I V E W A Y
B R A M V A N D E N B O O M E N
Creative innovation

2. The square
How many squares do you see here?

3. Pattern thinking
 Fast information system
 Basis for thinking and handling
 Individual and collective patterns
 Stable and predictable

4. Break through paterns

5. Thinking out of the box
 What’s “the box” made of?
 Laws and rules
 Nature laws
 Conventions
 Assumptions

6. Thinking out of the box
 What’s inside “the box”?
 Habits
 Experiences (both good and bad)
 Patterns that usually lead to success
 Fear of the unknown

7. Your turn to think outside the box
10 Glasses of water in a row, the first 5 are filled with
water, the last 5 are empty.
How would you make them alternate between filled
and empty by moving just 2 glasses?
You have to use the same number 3 times, together
they must add up to 12, but you can’t use the number
4. What number can you use?

8. What do you see here?

9. Say the COLOUR not the word

10. What direction do you see it spin

11. Impossible cube

12. You probably know this one

13. Well, what do you think?

14. Speaking about assumptions…
IX
 They are roman numerals
 It has to be one number
 I see 3 straight lines, so my line should be straight as
well
IX6SIX
 They are numbers not letters

15. Creative process
 The cod fishers

16. The three phases
 Start phase
 Diverging phase
 Converging phase
Practice case:
Queues at Albert Heijn are usually quite long, where
people have to wait for 5-10 minutes, 80% experienced
this as too long. People also thought they spent more
time in line than they actually were.

17. Idea killers

18. Start phase
 Start exercises to boost creative thinking
 Briefing of the problem
 Reformulating the problem
 A single sentence!
 What is the core or cores of the problem?
 Keep it concrete.
 Include the problem owner.

19. Diverging phase
In this phase you start generating ideas
 Initial purge of ideas
 Creative techniques
 Assumptions
 Analogies
 Superhero
 Flukes
 Free incubation

20. Converging phase
In the converging phase you’ll narrow down your ideas
to a few concepts, which will be enriched later.
 COCD box
 Shape, Judge, Enrich circle
 Short description of the final idea(s)

21. COCD box

22. SJE circle

23. Case 1 - Toothbrushes
Create a new concept for a toothbrush
We’re busy with it every morning and evening, brushing
your teeth is one of the rituals at the start and end of a day.
Take your toothbrush, put water in a glass, open the tube of
toothpaste and put it on the toothbrush, after which you
brush your teeth.
This can also be done otherwise, right? Brushing is always
the same, and the toothbrushes all look the same.
Can you come up with a new kind of toothbrush, and along
with that, new ways to brush your teeth? This can be done.

24. Case 2 – Social media in trucks
Create a new use for the CB radio in the trucks
International truck drivers are away from home a lot, and
still want to keep in contact with their family and
friends, as well as fellow truck drivers, as these often have
similar interests.
The CB radio as it is today is used by truckers to, amongst
other things, chat and warn each other about traffic jams or
speed traps.
Can you come up with a way a truck driver can use the CB
radio (or its interface) to stay in contact with their
friends, family and co-workers?

25. That’s it
Thank you for your participation!