This document discusses various methods and tools for directed creativity, including heuristics, brainstorming, synectics, and value analysis. It provides definitions and principles for each. Heuristics are experience-based techniques that can help with problem solving and discovery. Brainstorming involves generating many possible solutions to a problem without initial judgment. Synectics uses direct, personal, fantasy, and symbolic analogies to find innovative solutions. Value analysis is a problem-solving technique that analyzes products/services to reduce costs without affecting value or performance.

1. Methods
& Tools
4 Directed
Creativity
BY:- DHARANIA ABIRAMI .M

2. CREATIVITY:
 Mental process
 Act of making something new
 Novel ,useful or relevant or economical ,
valuable

3. 3
Thomas Edison
“I have not failed, I’ve just found 10,000
ways that won’t work”.

4. DIRECTED CREATIVITY:
 Directed creativity is the purposeful production
of creative ideas in a topic area, followed up
by deliberate effort to implement some of
those ideas.

5. NEED 4 DIRCTED
CREATIVITY:
 Perceive things freshly
 Break free of the current patterns stored in
memory
 Make novel associations among concepts
stored in memory
 Use judgment to develop rather than reject
new ideas

6. DIRECTED CREATIVITY
CYCLE:

7. PRINCIPLES:
Attention....
 To what?
 elements in the current reality
 features, attributes, and categories
 assumptions, patterns, and paradigms
 metaphors and analogies
 what works and doesn't work
 anything you don't normally pay attention to

8. …contd
Escape....
 From what?
 current mental patterns
 time and place
 early judgment
 barriers and rules
 your past experiences

9. …contd
Movement....
 In what sense?
 in time or place
 to another point of view
 free association
 building on ideas

10. METHODS & TOOLS:
Methods & Tools
Brain
storming
heuristic Synectics
Value
analysis

11. HEURISTIC:
 Experience based techniques
 help in problem solving , learning and
discovery
 Used to rapidly come to an solution that is
hoped to be close to best possible answer.
 Although the solution quality may not be the
best, often they work well in generalized
situation.

12. BASIC HEURISTICS DIRECTED
TOWARDS CREATIVITY:
 Make it habit to purposely pause and notice
things.
 Focus on your creative energies on just few topic
areas that you genuinely create about and work
on these purposeful.
 Avoid being too narrow in the way you define your
problem or topic.
 Try to come up with original and useful ideas by
making novel associations among what you
already know.
 When you need creative ideas , remember
attention escape and movement.

13. …contd
 Pause and carefully examine ideas that make
you laugh the first time hear them.
 Recognize that your streams of thought and
patterns of judgement are inherently right or
wrong, they are just what you think now based
on primarily on patterns from your past.
 Make a deliberate effort to harvest, develop
and implement at least a few of the ideas you
generate.

14. BRAIN STORMING:
 Group members or individuals are encouraged
to spell out maximum number of possible
solutions of a specific or stated problem.

15. CHARACTERISTICS OF BRAIN
STORMING:
 Not suitable where the problem has a unique
solution which can be found through analysis or
evaluation.
 Take place only when there is specific topic.
 Results in generation of numerous ideas out of
which a few ideas are chosen for in depth
investigation.
 Provides ample opportunities to participants to put
forth various suggestions for solving specific
problems.
 Enables participation to freely share different

16. PRINCIPLES OF BRAIN
STORMING:
 During the generation phase of ideas,
evaluation process is deferred.
 The second principle is based on ‘quantity
begets quality’ right environment must be
provided for generating maximum number of
ideas.
 Brain storming brings forth novel and different
ideas. Novels ideas in certain cases may not
appear to be practical ideas.
 It is better to appreciate ideas of others as
well as ones own previous ideas.

17. SYNECTICS :
 Has been adopted by the Greek word
synecticos incorporating diverse elements.
 Synectics is applied in finding innovative
practices to a number of in traceable technical
problems.

18. MAJOR ANALOGIES UNDER
THIS TECHNIQUE ARE :
 Direct analogy : it involves discussing analogy of the
problem situation from very different field. It involves direct
comparison under discussion with some other similar
phenomenon.
 Personal analogy : under this problem solver is expected to
project himself into situation and report back his experience
of the particular situation like what he feels, sees, hears,
thinks etc.
 Fantasy analogy : under this concerned person is asked to
release his imagination from real life constraints. Group
members are used to fantasize some perfect solutions even
if it is contrary to known scientific principles.
 Symbolic analogy : it requires group members to poetic or
paradoxical phrases for situation. The leader is expected to
take key word or even undertake some decisions and ask the
group members to come up with short proactive phrases that
capture word under discussion.

19. VALUE ANALYSIS:
 Important approach to improving the value of
product or process by understanding its
constitutes components and their associated
costs.
 Value analysis is a cost reduction and problem
solving technique that analyzes an existing
product or service in order to reduce or
eliminate any costs that do not contribute to
value of performance.

20. COMPONENTS OF VALUE
CHAIN ANALYSIS:
 Value : the ratio between function for customer
satisfaction and the cost of that function.
 Function : the effect produced by a product or by
one of its elements , in order to satisfy customer
needs.
 Value analysis : methodology to increase the
value of an object to object to be analyzed could
be an existing or new product or process and it is
usually accomplished by a team following work
plan.
 Need : something that is necessary or desired by
the customer.

21. VALUE ANALYSIS PROCESS:
 Orientation / preparation : refers to collecting the basic
information required for the process and various stages at
which value addition is possible in process.
 Information : collection of data in detail in relation to every
step in value addition process.
 Analysis : of various options of value addition
 Innovation and creativity : refers to implementing new or
improved way of performing every step in the process.
 Evaluation : understanding effectiveness of change
implemented in process.
 Implementation and monitoring : refers to after screening
of improvised method it is to be implemented and monitored
for its working as per expectation.

23. THANKYOU..!