Serious Creativity

1. Creativity is a deliberate process, not just innate talent

Creativity is not simply a way to make things better. Without creativity we are unable to make full use of the information and experience that is already available to us and is locked up in old structures, old patterns, old concepts, and old perceptions.

Creativity can be learned. It's not just an innate talent possessed by a gifted few, but a skill that can be developed through deliberate practice and systematic techniques. This challenges the traditional notion that creativity is solely the domain of "creative types" or geniuses.

Systematic approach to creativity. De Bono introduces lateral thinking as a set of deliberate techniques to generate new ideas and solve problems. These techniques are based on understanding how the brain works as a self-organizing pattern-making system, and they provide a structured way to break out of habitual thinking patterns.

Key components of deliberate creativity:

• Understanding the logic and nature of creativity
• Learning specific tools and techniques
• Regular practice and application
• Willingness to challenge existing patterns and perceptions

2. Lateral thinking techniques break traditional thought patterns

You cannot dig a hole in a different place by digging the same hole deeper.

Breaking established patterns. Lateral thinking is about moving sideways to find different perceptions, concepts, and points of entry. It's a deliberate effort to think differently, rather than just trying harder along the same lines of thought.

Complementing vertical thinking. While vertical thinking (logical, step-by-step reasoning) is valuable, it's often insufficient for generating truly new ideas. Lateral thinking techniques provide ways to:

• Escape from established thought patterns
• Generate alternative perspectives
• Make unexpected connections
• Challenge assumptions

These techniques include tools like provocation, random entry, and concept extraction, which help thinkers explore possibilities beyond the obvious and logical.

3. Challenge assumptions and escape from conventional thinking

I want ways of reducing the paperwork.

Question the status quo. The creative challenge is about questioning why things are done in a certain way, even when they seem to be working fine. It's not about criticism, but about exploring alternatives and possibilities.

Escape method. This technique involves identifying things we take for granted and then deliberately escaping from them. For example:

• Take for granted: Restaurants have food
• Escape: Po, restaurants do not have food
• New idea: Indoor picnic restaurant where customers bring their own food

By systematically challenging assumptions, we can:

• Uncover hidden opportunities
• Rethink established processes
• Generate novel solutions to old problems
• Break free from "the way it's always been done"

4. Use provocations to generate new ideas and concepts

Po, cars should have square wheels.

Deliberate provocation. The word "po" signals a provocation – an intentionally unreasonable statement used to break out of normal thinking patterns. It's a way to be temporarily "mad" in a controlled way to generate new ideas.

Movement from provocation. After stating a provocation, use specific techniques to move from the provocative statement to potentially useful ideas:

1. Extract a principle
2. Focus on the difference
3. Moment to moment
4. Positive aspects
5. Circumstances

For example, from "cars with square wheels," we might consider the concept of adjustable suspension, leading to ideas for vehicles that can adapt to rough terrain.

5. Random input can stimulate creative connections

The random input technique is one of the provocative techniques but the way it works is slightly different from the other provocative techniques.

Unexpected connections. The random input technique involves introducing an unrelated word or concept to the problem at hand. This forces the brain to make new connections and can lead to surprisingly innovative ideas.

Simple yet powerful. Despite seeming illogical, this technique is based on how the brain works as a pattern-making system. It's easy to use and can be highly effective:

1. Define your focus or problem
2. Choose a random word (e.g., from a dictionary)
3. Force connections between the word and your focus
4. Explore the ideas that emerge

Example:

• Focus: Improving office copiers
• Random word: "Nose"
• New idea: Copiers that use scent to signal different types of malfunctions

6. Focus on concepts, not just ideas, for innovative solutions

Concepts are very like road junctions. We pull back to the junction to find another way forward.

Concept extraction. Instead of fixating on specific ideas, it's crucial to "pull back" and identify the underlying concepts. This allows for more flexibility and broader application of creative thinking.

Working with concepts:

1. Generate ideas
2. Extract concepts from those ideas
3. Explore alternative ways to implement the concepts
4. Generate new ideas based on the concepts

Benefits of focusing on concepts:

• Allows for more versatile problem-solving
• Helps identify transferable principles
• Encourages thinking at a higher level of abstraction
• Leads to more fundamental innovations

7. Creativity requires both individual effort and group dynamics

In my experience, individuals working on their own produce far more ideas and a far wider range of ideas than when they are working together in a group.

Balance individual and group creativity. While group brainstorming has been traditionally emphasized, individual creative effort is often more productive for generating initial ideas.

Effective creative process:

1. Individual ideation: People work alone to generate ideas using lateral thinking techniques
2. Group sharing: Individuals present their ideas to the group
3. Group development: The team builds on and refines the presented ideas
4. Iteration: Repeat the process as needed

Benefits of this approach:

• Leverages both individual creativity and group synergy
• Reduces social inhibitions that can limit idea generation in groups
• Allows for a wider range of ideas to be explored
• Promotes ownership and engagement from all participants

8. Implement structures and programs to foster organizational creativity

Creativity is a "good thing" and no one is really against creativity. Everyone needs creativity, so creativity is everyone's business. For precisely these reasons creativity ends up being no one's business and nothing happens.

Make creativity systematic. To truly harness creativity in an organization, it's necessary to implement specific structures and programs rather than relying on sporadic efforts or individual talents.

Key elements for fostering organizational creativity:

• Creative Hit List: A formal list of defined creative need areas
• Creativity Center: A dedicated department for enhancing creativity
• Process Champion: A senior executive responsible for driving creative initiatives
• Regular Creative Sessions: Scheduled meetings focused on generating new ideas
• Training Programs: Systematic development of creative thinking skills
• FAT/CAT Program: Fixed Assigned Tasks for Creative Action Teams

These structures create a framework for:

• Making creativity an expectation rather than an exception
• Providing clear channels for creative output
• Ensuring continuous focus on innovation and improvement

9. Train and develop creative thinking skills systematically

Skill training is always training "from the center." This is in marked contrast to normal subject teaching, which is teaching "from the edge."

Deliberate skill development. Creative thinking skills can and should be taught systematically, much like any other skill. This involves understanding the underlying principles and practicing specific techniques.

Training approaches:

1. Sensitization: Exposing people to the importance and logic of creativity
2. Technique Training: Teaching specific lateral thinking tools
3. Practice: Guided application of techniques to various problems
4. Integration: Incorporating creative thinking into daily work

Key aspects of effective creativity training:

• Focus on practical, usable techniques
• Provide ample opportunity for practice
• Teach both the logic and application of creative methods
• Tailor training to different organizational needs (e.g., general skills vs. specialized creative roles)

By investing in systematic creativity training, organizations can build a culture of innovation and equip their people with the tools to tackle complex challenges in new ways.

Last updated: February 4, 2025