Let’s begin with a small exercise.
Please invent a new product.
Yes, really, go ahead and invent a new product…
.
.
Stuck ha….?
.
.
I’ll tell you why.
Paradoxically, when a problem statement is too broad, our mind finds it quite difficult to recruit all its creative powers.
Scientific studies have proved time and again that we tend to become more creative in a constrained thinking environment.
I’ll let you see it for yourself.
Let’s see if we can come up with some cool ideas for novel shirts (it’s a pity I’m not a seamstress!).
Here are some first thoughts:
When it comes to research around “Creativity”, 3 standard approaches prevail: The first approach is the Person approach. This approach suggests that innovation is a characteristic inherent in naturally creative people. Either you’re born with it or you’re not. Some of us have it, and some of us don’t. Managers who subscribe to this view tend to recruit innovative people into the company and assume that these creative people will be the standard bearers of creativity within the organization.
The second approach is the Process approach. This approach suggests that there are particular processes that promote creativity. Take Brainstorming for example. This method says that if you create a process which gathers people from different disciplines, and you have someone to facilitate the discussion, and suspend judgment when coming up with ideas, and put emphasis on the quantity not quality of ideas, and build on the ideas of others, then you’ll get to some good ideas upon which you can build your work plan. Similar to Brainstorming, there are a variety of other methods which you can adopt in order to reach creative ideas. Continue reading ‘Can you learn how to be creative or is it just a myth?’
As a budding copywriting student in the Watford College of Advertising, I used to wonder how I too could create ads like Stella Artois’ “Reassuringly expensive” campaign.
No matter how hard I tried to be witty, original and persuasive, few of my concepts ever seemed to quite resemble those magnificent campaigns that graced our screens and magazines. Bruised but not (totally) beaten, I limped off to become an account planner, where from close distance I watched my colleagues in the creative department bash out their wares week in, week out. What was their secret? What was I missing?
Continue reading ‘In praise of formulas, damn those formulas!’
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