The document discusses team creativity and provides an overview of techniques and principles for improving creativity in work settings. It notes that traditional brainstorming techniques are problematic and provides alternative approaches. A framework is presented that involves five phases - clarify, challenge, change, combine, and check. Various creativity tools are also introduced, such as empathy maps and perspective diagrams. The conclusion emphasizes switching into creative mode more, warming up first, banning traditional brainstorming, switching perspectives, visualizing ideas provisionally, and polishing ideas collaboratively.

1. SFU
Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Creability
The Science and Practice of team Creativity
Prof. Dr. Martin J. Eppler
www.creability.ch

2. © =mcminstitute
CREABILITY
The Science and Practice of
Team Creativity
Martin J. Eppler, PhD
Chair of Communications Management
University of St. Gallen, Switzerland
SFU, June 15th 2015
www.creability.ch www.sketchingatwork.com

3. SFU
Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Why you should care…
Source: IBM CEO Studies
n= 1500-1700 CEOs

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Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Agenda

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Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Ban the Brainstorm!

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Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Study Example (Diehl & Stroebe 1987)

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Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Why Brainstorming is problematic
1. Production Blocking
2. Premature Contamination
3. Dominance of Extroverts & Free Riding
4. Lacking Idea Improvement
5. Lack of Stimuli

8. SFU
Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Perceived Finishedness (PF)
Dyadic Brainwriting Experiment
22 Factorial Experiment
Input 2: Typeface
Daniel
typeface
Arial
typeface
Input 1: Icon
Unfinished PF level 1 PF level 2
Finished PF level 3 PF level 4

9. SFU
Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Perceived Finishedness (PF) Experiment:
Results => Keep it Provisional
Icon PF Mean number of ideas with detail added s.d. n (dyads) t df Sig.
Low 1.68 .94 22 2.34 35 .025*
High .93 .96 15
Mean number of ideas with detail added correlates with mean feasibility of idea (r = .37, p <.05).
Icon PF Mean creativity (3-15) s.d. n (dyads) t df Sig.
Low 8.94 .52 22 3.276 35 .002**
High 8.33 .60 15
Icon PF
Typeface
PF
Mean creativity (3-15)
s.d. n (dyads) F df Sig.
Low Low 8.89 .52 11 3.623 3 .023*
Low High 8.99 .54 11
High Low 8.42 .67 8
High High 8.23 .53 7

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Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Creativity- Lost in the maze

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Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
A Framework for Creativity at Work
(see www.creability.ch)
1. Seize the
opportunity
2. Create
great
ideas
3. Get it right!
Sweet
Spot
Flip-
flop
Principles
Phases
Tools
Clarify
Challenge
Change
Combine
Check
Prepare Produce Polish
Empathy
Map
Perpectives
Paper clip

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Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Creability principles
 Clarify: clarify the issue and its drivers => facts
 Challenge: question your basic assumptions => doubts
 Change: switch your view on the issue => perspectives
 Combine: connect your best ideas => compilations
 Check: test your ideas & get feedback => prototypes

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Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Overview: 30 kicks for creativity

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Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Perspectives Diagram

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Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Empathy Map Template

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Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Sweet spot
creativity in the exclusivity zone

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Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Association bandit

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Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Flip Flop Method
1) Invert the problem (how to make it worse).
2) Generate destructive ideas individually.
3) Share the destructive ideas.
4) Identify things you need to stop.
5) Flip flop ideas to get solutions.

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Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Constructive Feedback to improve Ideas:
PPCO
 Positive
 Potential
 Concern
 Overcome

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Creability
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Prof. Martin J. Eppler / =mcminstitute / HSG
Conclusion
 Switch into creative mode more often.
 Warm up first.
 Ban the brainstorm.
 Switch perspectives (competitors, customers).
 Visualize your ideas provisionally and improve
them collaboratively.
 Polish your ideas.