❂ THE MANAGER’S POCKET GUIDE TO
CREATIVITY Alexander Hiam
HRD PRESS Amherst, Massachusetts
LAKEWOOD PUBLICATIONS Min...
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❂ THE MANAGER’S POCKET GUIDE TO
CREATIVITY Alexander Hiam
HRD PRESS Amherst, Massachusetts
LAKEWOOD PUBLICATIONS Minneapolis, Minnesota
lD[#NGZCPFGT*KCO #NNTKIJVUTGUGTXGF#P[TGRTQFWEVKQPKPCP[OGFKC QHVJGOCVGTKCNUVJCVCRRGCTKPVJKUDQQMYKVJQWV YTKVVGPRGTOKUUKQPHTQO*4&2TGUUKUCXKQNCVKQPQH EQR[TKIJVNCY 2WDNKUJGFD[ *4&2TGUU #OJGTUV4QCF #OJGTUV/# HCZ YYYJTFRTGUUEQO
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TABLE OF CONTENTS INTRODUCTION 4GKPXGPVVJG9JGGN!0Q6JCPMU *CXGPŏV)QVVJG6KOG #DQWV6JKU2QEMGV)WKFG
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PART ONE: THE FUNDAMENTALS #UUGUUKPI2GTUQPCN%TGCVKXKV[
7PETGCVKXG*CDKVU 0KPG9C[U 9G%NQUG1HH%TGCVKXKV[
7PFGTUVCPFKPIVJG%TGCVKXG2TQEGUU
7PETGCVKXG2TQEGUUGU /QTG%NCUUKE9C[U 9G%NQUG1HH%TGCVKXKV[
6JG$WKNFKPI$NQEMUQH%TGCVKXKV[
PART TWO: PROCESS TOOLS AND TRANSFERAL 6JG%TGCVGTEK\G#EVKXKV[
6JG/CIKE6QQNDQZ
6JTGG5VGR9QTF#UUQEKCVKQP
%CVGIQT['ZRCPUKQP
iii
❂
The Manager’s Pocket Guide to Creativity
5WTHCEKPI#UUWORVKQPU
6JG(CWNV2CKT6TGG
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iv
INTRODUCTION Reinvent the Wheel? No Thanks—Haven’t Got the Time
PEOPLE OFTEN USE THE EXPRESSIONő.GVŏUPQV TGKPXGPVVJGYJGGNŒYJGPVJG[YCPVVQGPUWTGVJCVVKOG CPFGPGTI[KUPŏVYCUVGFQPPGGFNGUUYQTM9J[URGPF VKOGTGXKUKPICYJQNGNKPGQHRTQFWEVUYJGPQPN[QPG RTQFWEVPGGFUKORTQXKPI!1TYJ[URGPFGPGTI[TG FGUKIPKPI[QWTEWUVQOGTUGTXKEGHWPEVKQPYJGP[QWECP DGPEJOCTMOQUVQHKVHTQOCPQVJGTEQORCP[!9J[FQ CP[VJKPICNNQXGTCICKPHTQOVJGXGT[DGIKPPKPIYJGPC HGYCFLWUVOGPVUYKNNIKXG[QWVJGTGUWNVU[QWPGGF! $WVVJGTGKUCPQVJGTJKFFGPCURGEVQHVJGKFKQOőTGKP XGPVVJGYJGGNŒ+ŏOTGHGTTKPIVQJQYYGFQRTQFWEVKXG VJKPIUPQVYJCVYGFQ +VUVTWEMOGTGEGPVN[VJCVVJGKPXGPVKQPQHVJGOQFGTP FC[YJGGNOWUVJCXGVCMGPCPCYHWNN[NQPIVKOGCPF WRQPFQKPIUQOGTGUGCTEJ+NGCTPGFKVJCFKPHCEVVCMGP OCP[VJQWUCPFUQH[GCTU6QDGRTGEKUGFGXGNQRKPIVJG YJGGNHTQOKVUHKTUVETWFGXGTUKQPōCETQUUUGEVKQPQHC VTGGVTWPMYKVJCDQTGFQWVJQNGōKPVQKVUDCUKEOQFGTP v
❂
The Manager’s Pocket Guide to Creativity
FC[HQTOōCHNGZKDNGTKOYKVJURQMGUTWPPKPIVQCUQNKF JWDōVQQMHQWTCPFCJCNHVJQWUCPF[GCTUHTQO$% VQ$%6JGNGPIVJ[KPXGPVKQPRTQEGUUYGJWOCPU YGPVVJTQWIJYCUNGVŏUHCEGKVCP[VJKPIDWVGHHKEKGPV #PFKHNGHVVQQWTQYPFGXKEGUYGIGPGTCNN[UQNXGETGC VKXGRTQDNGOUCVVJGUCOGRNQFFKPIURGGFYKVJYJKEJ YGKPXGPVGFVJGYJGGN 0GGFNGUUVQUC[PQPGQHWUJCXGVJQWUCPFUQH[GCTUVQ FKUEQXGTUQNWVKQPUVQUWEJRTQDNGOUVQUGGYJCVUJQWNF JCXGDGGPQDXKQWUHTQOVJGUVCTV$WVNGVŏUPQVGXGPVCMG QPG[GCT.GVŏUKORTQXGQWTPCVWTCNVJQWIJVRTQEGUUGUVQ UWEJCFGITGGVJCVYGECPKPXGPVőYJGGNUŒōYJCVGXGT YGOC[PGGFōKPOKPWVGUKPUVGCFQHOKNNGPPKC+VECPDG FQPGKHYGTGCNK\GVJCVJQYYGIQCDQWVKPXGPVKPI KOCIKPKPICPFETGCVKPIKUVJGMG[VQYJCVYGEQOGWR YKVJCPFJQYSWKEMN[YGEQOGWRYKVJKV 9JCV+JCXGVQQHHGTKPVJKUDQQMCPFYJCVVJGHKGNFQH EQTRQTCVGETGCVKXKV[JCUVQQHHGTKPIGPGTCNKUVJGEJCPEG VQKORTQXGWRQPVJGPCVWTCNRTQEGUUQHETGCVKXG VJQWIJVōVQDTKPIKPPQXCVKQPVQJQYYGVJKPMPQVLWUV YJCVYGVJKPMōCPFVJGTGD[EWVFTCOCVKECNN[VJGE[ENG VKOGHQTIGPGTCVKPIUVCVGQHVJGCTVUQNWVKQPU+UVJGTGC UGETGVVQETGCVKXKV[!;GU VJKPMKPIKPPGYYC[U+VKUC UGETGVCNNQHWUECPFKUEQXGTCPFWUGDQVJHQTQWTUGNXGU CPFHQTQWTQTICPK\CVKQPU
vi
Introduction
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About This Pocket Guide YOU WILL FIND IN THIS GUIDEBOOK CPCRRTQCEJVQ ETGCVKXKV[VJCVQHHGTURTCEVKECNVQQNUCPFUWIIGUVKQPUHQT ETGCVKXGVJKPMKPIYJKNGPGXGTNQUKPIVQWEJYKVJCP GUUGPVKCNEQORQPGPVQHVJCVVJKPMKPI KVUNQQUGPGUUKVU HTGGFQOKVUTKUMVCMKPI6QICKPPGYKPUKIJVUKPVQCP[ UWDLGEVYGOWUVőIGVWPUVWEMŒōYGOWUVXKGYVJG UWDLGEVKPCPGYNKIJV#PFVJCVKPENWFGUVJGVQRKEQH ETGCVKXKV[KVUGNH #U[QWYKNNUGGKPVJKUIWKFGDQQMCPFCUGZRNCKPGFKP VJGRTGXKGYDGNQYVJGRTCEVKECNGNGOGPVUQHőFQKPIŒ ETGCVKXGVJKPMKPIōVJGOGVJQFUVJCVJGNRWUIGVWP UVWEMōECPVJGOUGNXGUDGETGCVKXG+PHCEVYJCVDGVVGT YC[VQFTKXGJQOGVJGRQYGTQHVJGETGCVKXGVJQWIJV RTQEGUUVJCPVQIQQWVQPCNKODCPFDGETGCVKXGCDQWV ETGCVKXKV[!6JCVŏUYJCVVJKUDQQMFQGUCPFYJCV[QW YKNNUQQPDGFQKPIVQQ #ETGCVKXGCRRTQCEJKULWUVQPGQHVJGOCP[HGCVWTGUVJCV UGVUVJKUDQQMCRCTV/[IQCNKUVQKPURKTG[QWKPQTFGTVQ JGNR[QWCEJKGXGDTGCMVJTQWIJVJKPMKPI+VŏUIQKPIVQDG HWPUQNGVŏUIGVUVCTVGF
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The Manager’s Pocket Guide to Creativity
WHAT TO EXPECT: A QUICK PREVIEW #2GTUQPCN%TGCVKXKV[#UUGUUOGPV #TG[QWETGCVKXG!1HEQWTUGDGECWUGGXGT[QPGKUECRC DNGQHETGCVKXGVJKPMKPI$WVKVKUKOOGPUGN[TGXGCNKPIVQ NQQMENQUGN[CVVJGOCP[DCTTKGTUVQCPFGPCDNGTUQH ETGCVKXKV[CPFUGGYJKEJQPGUCRRN[ See VQ[QW&QKPIUQPQVQPN[CNNQYU[QW CHAPTER 1 VQICWIGJQYETGCVKXG[QWTYQTM RNCEGDGJCXKQTKUTKIJVPQYDWVCNUQJGNRU[QWKFGPVKH[ JQYVQOCMGKVOQTGETGCVKXG#PFKH[QWUWRGTXKUGQT VTCKPQVJGTU[QWECPWUGVJKUCUUGUUOGPVVQWPFGTUVCPF YJCV[QWOWUVFQVQJGNRVJGOUWUVCKPETGCVKXGVJKPMKPI KPVJGKTYQTM5QIQCJGCFVCMGVJGETGCVKXKV[VGUV;QW JCXGPQVJKPIVQNQUGCPFCNQVVQICKP
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#.QQMCV9C[U9G%NQUG1HH%TGCVKXKV[ 6JKUKUYJGTG+TCPVCPFTCXGCDQWVVJGVGTTKDNGUVWRKF VJKPIUYGCNNFQVQQWTUGNXGUCPFQWTYQTMRNCEGUVQ DNQEMETGCVKXGVJKPMKPI$GECWUGVJGTGCTGUQOGXGT[ UKORNGDCUKEKUUWGUYGPGGFVQ See YQTMQPKUUWGUVJCVETQRWRTG CHAPTERS 2 & 4 RGCVGFN[KPVJGQTICPK\CVKQPU+ XKUKVQTEQPUWNVYKVJ(KZKPIVJGOKUVJGőPQDTCKPGTŒ CRRTQCEJVQETGCVKXKV[DWVQPN[KH[QWVCMGPQVKEGQH VJGOKPVJGHKTUVRNCEG5QRNGCUGTGXKGYVJGEJGEMNKUV
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Introduction
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[QWYKNNHKPFKP%JCRVGTVQGPUWTGVJCV[QWCPF[QWT CUUQEKCVGUCTGPŏVOCMKPICP[QHVJGUGEQOOQPRNCEGGT TQTU+VŏUPQVGPQWIJVQNGCTPETGCVKXGVJKPMKPIOGVJQFU CPFVJGPGORNQ[VJGO [QWCNUQJCXGVQKFGPVKH[CPF FGUVTQ[DGJCXKQTUVJCVUOQVJGTETGCVKXGVJKPMKPI
#4GCNKUVKE7UGHWN%TGCVKXKV[2TQEGUU 5QOGVKOGUKVKUJGNRHWNVQHQNNQYCőVJQWIJVOCRŒFG UKIPGFVQNGCF[QWVJTQWIJVJGGPVKTGETGCVKXGVJKPMKPI RTQEGUU6JGTGCTGOCP[UWEJIWKFGU See KPRTKPVVQFC[UQOGRTGUGPVGFCU CHAPTER 3 RTQDNGOUQNXKPIOGVJQFUCPFQVJGTU CUETGCVKXGRTQEGUUCKFU$WVVJG[FQPŏVTGCNN[YQTM DGECWUGVJG[HCKNVQRTQXKFGCP[KPUKIJVKPVQQTKPUVTWE VKQPQPVJGKTEQTGCEVKXKV[ VJKPMKPIETGCVKXGN[6JG[LWUV NCDGNQPGQHVJGUVGRUUQOGVJKPINKMGő)GPGTCVG+FGCUŒ CPFNGCXGKVVQ[QWVQHKIWTGQWVJQYVQCEVWCNN[ECTT[ QWVVJGUVGR9QTUGUQOGCRRNKECVKQPUOCMGVJGKTHKTUV UVGRő&GHKPGVJG2TQDNGOŒYJGPKPVTWVJKVŏUQHVGP FGXKNKUJN[JCTFVQCEJKGXGGPQWIJKPUKIJVLWUVVQTGCNK\G VJGTGKUCRTQDNGOYQTVJVJKPMKPICDQWV
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%QPUGSWGPVN[+ŏXGKPENWFGFCPGYCPFDGVVGTOQFGNQH VJGETGCVKXKV[RTQEGUUQPGVJCVYKNNJGNR[QWHKPFUWD LGEVUHQTETGCVKXGVJKPMKPICPFVJGPOCMGTGCNJGCFYC[ QPVJQUGUWDLGEVU#NNVJGETGCVKXGVJKPMKPIOGVJQFUKP VJKUDQQMECPDGCRRNKGFVQVJGRTQEGUU$CUKECNN[KH[QW IGVUVWEMQPCP[RTQEGUUUVGRRKEMVJGETGCVKXKV[OGVJQF ix
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The Manager’s Pocket Guide to Creativity
CRRNKECDNGVQVJCVUVGRCPFWUGKVVQIGVWPUVWEM OQUV OGVJQFUYQTMCP[YJGTGDWVEJGEMO[PQVGUKPVJG VGZV 5QWPFUUKORNGCPFKVKU
2GTUQPCNCPF)TQWR(CEKNKVCVKQP#KFU +ECNNVJGUGWUGHWNRTCEVKEGUCPFUVTCVGIKGUőVJGDWKNFKPI DNQEMUQHETGCVKXKV[ŒCPFVJG[EQOGKPOCP[FKHHGTGPV UJCRGUCPFUK\GU;QWECPRKGEGVJGO See VQIGVJGTVQHQTO[QWTQYPETGCVKXG CHAPTER 5 RTQEGUUQTVCKNQTVJGOVQVJGURGEKHKE PGGFUQHVJGVTCKPKPIITQWR[QWŏTGYQTMKPIYKVJ;QW ECPCNUQWUGVJGOQPCRGTUQPCNNGXGNCUCYC[VQDTGCM WPETGCVKXGJCDKVUKP[QWTFCKN[YQTMRNCEGTQWVKPG
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%TGCVKXG6JKPMKPI/GVJQFU 6JGUGCTGVJGRTQEGUUVQQNUVJCVJGNR[QWőFQŒETGCVKXG VJKPMKPI6JG[CTGUKOKNCTVQDTCKPUVQTOKPI VJGQPGVQQN +VJKPMGXGT[QPGMPQYU See DWVVJG[YQTMCNQVDGVVGT+ CHAPTERS 6 TO 12 FGUKIPGFCNNQHVJGOVJQWIJ PQVHTQOUETCVEJCPFPQVLWUVHQTVJKUDQQM6JG[TGHNGEV NQVUQHUVWF[CPFGZRGTKGPEGCPF+ŏXGUGGPVJGORTQFWEG IQQFTGUWNVUHQTDQVJKPFKXKFWCNUCPFITQWRU
➧
#RRNKGF%TGCVKXKV[0QV)COGU 1PGYC[KPYJKEJO[OGVJQFUFKHHGTHTQOQVJGTUQWV VJGTGKPVJGYQTNFQHETGCVKXKV[EQPUWNVKPIKUVJCVVJG[ x
Introduction
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CTGFGUKIPGFHQTRTCEVKECNCRRNKECVKQP+HQEWUUSWCTGN[ QPTGCNYQTNFUWDLGEVUVJKPIU[QW A Notable PGGFETGCVKXGKFGCUCDQWVPQY Feature 'XGPKPVTCKPKPIGXGPVU+HCXQT TQNNKPIWRQPGŏUUNGGXGUCPFIGVVKPIGPICIGFKPRTGUUKPI KUUWGUVJGSWGUVKQPUCPFRTQDNGOUCVJCPFUKPEGVJGTG CTGUQOCP[QHVJGOCVCP[VKOGKPVJGCXGTCIG YQTMRNCEG
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+ŏXGPQVKEGFVJCVOQUVRGQRNGRTGHGTVJKUFKTGEVMKPFQH CRRTQCEJōYQWNFTCVJGTFKIKPVQVJGKTCEVWCNEQPEGTPU VJCPFQYJCVUGGONKMG CPFQHVGPCTG UKNN[VTCKPKPI CEVKXKVKGU#PFHTQOYJCV+ŏXGUGGPRGQRNGIGVOWEJ OQTGQWVQHTGCNYQTNFCRRNKGFETGCVKXGVJKPMKPIVJCP QWVQHRW\\NGUCPFICOGU5Q+PQYWUGUWEJCEVKXKVKGU QPN[CUYCTOWRUKPO[EQPUWNVKPICPFVTCKPKPI2W\\NGU CPFICOGUOKIJVDGHWPUWTGDWVKVŏUOQTGKORQTVCPV HQTRGQRNGVQKPETGCUGVJGKTETGCVKXKV[D[HQEWUKPIQPTGCN YQTNFKUUWGUQHXCNWGVQVJGOCPFVJGKTQTICPK\CVKQPU
6TCKPKPI6TCPUHGT#UUGUUOGPV 9JGVJGT[QWWUGVJKUDQQMKPFGRGP See FGPVN[HQTRGTUQPCNGFWECVKQPQTCU CHAPTER 13 RCTVQHCVTCKPKPIRTQITCO[QW YQPŏVDGPGHKVHTQOCP[VJKPI[QWNGCTPWPNGUU[QWECP VTCPUHGTKVVQVJGYQTMRNCEG6JGDGUVYC[VQGPUWTG VTCPUHGTCNKUVQHQEWUVJKUDQQMŏUOGVJQFUQP[QWTCEVWCN RTGUUKPIETGCVKXKV[PGGFUCVYQTM+ŏXGKPENWFGFVQQNU
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The Manager’s Pocket Guide to Creativity
VJCVYKNNJGNR[QWVCMGVJKUKORQTVCPVUVGRVJCVEQOG GSWKRRGFYKVJCPGEGUUCT[TGCNYQTNFHQEWU6JG[HQTO O[DCUKEEQPVTKDWVKQPVQVTCPUHGTCN *QYGXGTKHVTCPUHGTCNKUCRTQDNGOKP[QWTYQTMRNCEG [QWRTQDCDN[YKNNPGGFGZVTCJGNR6QIKXG[QWCJCPF +ŏXGKPENWFGFCPCUUGUUOGPVKPUVTWOGPVKP%JCRVGT 7UGKVVQKFGPVKH[VJGDCTTKGTUVQVTCPUHGTCN VJGPOCMGKV [QWTRGTUQPCNRTQLGEVVQEJKRCYC[CVVJGO
0GY5VWHHō.QVUQH0GY5VWHH 'XGT[QPGQHVJGCDQXGőFGNKXGTCDNGUŒKUKVUGNHPQXGNCPF ETGCVKXGTGHNGEVKPIO[EQPXKEVKQPVJCVVJGTGKUPQRQKPV TGKVGTCVKPIVKTGFYKUFQOQPCVQRKE A Notable GURGEKCNN[KHVJGVQRKEKUETGCVKXKV[ Feature +ŏXGTGVJQWIJVCNOQUVGXGT[CURGEV QHETGCVKXKV[CPF+ECPJQPGUVN[UC[VJCVVJKUDQQMKU TCFKECNN[FKHHGTGPVHTQOCP[VJKPIVJCVŏURTGXKQWUN[ CRRGCTGFQPVJGVQRKEGXGPO[QYPYQTM
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9JKEJOGCPUVJCVKHVJKUKU[QWTHKTUVDQQMQPETGCVKXKV[ [QWUJQWNFHKPFKVKPVWKVKXGENGCTCPFRQYGTHWNCPF [QWUJQWNFHGGNGORQYGTGFVQFKITKIJVKPCPFUVCTV VJKPMKPIETGCVKXGN[CVYQTM CPFCVJQOG TKIJVCYC[ #PFKHVJKUKUCTGRGCVXKUKVVQVJGVQRKE[QWUJQWNFCNUQ UGGKOOGFKCVGDGPGHKVUCU[QWFKUEQXGTPGYCPFDGVVGT VQQNUCPFVGEJPKSWGUHQTETGCVKXGVJKPMKPI xii
Introduction
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otable RGTUQPCNOGPVCNOCRUCPFUETKRVU Feature 5QOGQHVJGKFGCU+QHHGTOC[DG CDUWTFDWVKPETGCVKXGVJKPMKPI[QWHTGSWGPVN[JCXG VQIGPGTCVGNQVUQHQWVVJGTGKFGCUVQHKPFCP[IGOU HQT GZCORNG0'%%QTRQTCVKQPŏU0GY8GPVWTGURTQITCO GXCNWCVGUGORNQ[GGKFGCUHQTGCEJQPGKVHWPFU +ŏXG PGXGTYTKVVGPCURQVGPVKCNN[GODCTTCUUKPICDQQMCUVJG QPG[QWŏTGTGCFKPITKIJVPQYDWVVJGPCICKP+ŏXGPGXGT YTKVVGPCDQQMCUWUGHWNVQO[TGCFGTUGKVJGT
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The Manager’s Pocket Guide to Creativity
9GNNVJCVEQPENWFGUVJGSWKEMRTGXKGYQHYJCV[QW ECPGZRGEVVQHKPFKPVJGIWKFGDQQM0QYTGCF2CTV1PG YJKEJGZRNCKPUVJGHWPFCOGPVCNUQHETGCVKXGVJKPMKPI QTKH[QWCTGKPCJWTT[HQTCETGCVKXGUQNWVKQPUKORN[ VJWODVJTQWIJVJGDQQMRKEMCOGVJQFVJCVŏUNKMGN[VQ YQTMCPFVJGPVT[KV#PFCU;QFCHTQOVJG5VCT9CTU OQXKGUOKIJVUC[YGTGJGKPEJCTIGQHFGXGNQRKPIC ETGCVKXKV[EWTTKEWNWO May the force of creativity be with you!
*OO+YQPFGTYJCVC5VCT9CTUETGCVKXKV[EQWTUG YQWNFDGNKMG/C[DGVJCVUJQWNFDGO[PGZVRTQLGEV 0CJHQTIGVKV+OWUVDGPWVU$WVKVŏUCNYC[UYQTVJ EQPUKFGTKPICPGYKFGCPQOCVVGTJQYUKNN[TKIJV!
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Part One
The Fundamentals
1 ASSESSING PERSONAL CREATIVITY I TEND TO BE A CONTRARIAN,CPFUQ+IWGUUKV UJQWNFPŏVUWTRTKUGOGVQHKPFVJCVO[XKGYQHETGCVKXKV[ KULWUVCDQWVVJGQRRQUKVGQHVJGQPGVJCVFQOKPCVGUKP EQTRQTCVGVTCKPKPICPFEQPUWNVKPIVQFC[/[XKGYKU VJCVETGCVKXKV[KUCPKPFKXKFWCNURQTVCVJGCTVPQVCVGCO URQTV5WTGKVKUQHVGPPGEGUUCT[CPFUQOGVKOGUGXGP JGNRHWNVQYQTMQPETGCVKXGRTQLGEVUYKVJVGCOUQTQVJGT ITQWRU$WVGXGPYJGPCITQWRKUEQPXGPGFVJGDQVVQO NKPGKUVJCVKFGCUJCXGVQEQOGHTQOVJGHGTVKNGKOCIKPC VKQPUQHKPFKXKFWCNITQWROGODGTU+H[QWFQPŏVJCXGCV NGCUVQPGőKFGCRGTUQPŒKPVJGITQWRKVYKNNHCKN#PF UQO[CRRTQCEJVQETGCVKXKV[KUKPFKXKFWCNKUVKEō+ŏO EQPXKPEGFVJGMG[KUVQKPETGCUGVJGNGXGNQHETGCVKXKV[ QHVJGKPFKXKFWCNUKPCP[QTICPK\CVKQP ;GVOCP[EQPUWNVCPVUCPFVTCKPGTUUGGOVQHQEWUQP ITQWRRTQEGUUGUCUVJGMG[VQETGCVKXKV[6JCVŏUCNNYGNN CPFIQQFCPF+CITGGVJCVITQWRRTQEGUUGUECPDGTWP KPYC[UVJCVOCZKOK\GKPFKXKFWCNETGCVKXKV[$WVKVKU KORQTVCPVVQMGGRKPOKPFVJCVVJGITQWRUCTGOCFG WRQHKPFKXKFWCNUōKPFKXKFWCNUYJQCTGOQTGQTNGUU ETGCVKXGFGRGPFKPIWRQPVJGKTVTCKPKPIRTGRCTCVKQP 3
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The Manager’s Pocket Guide to Creativity
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1. Assessing Personal Creativity
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EXHIBIT 1. “Greenhouse Ruin” by Ken Kipen
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The Manager’s Pocket Guide to Creativity
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1. Assessing Personal Creativity
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The Manager’s Pocket Guide to Creativity
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1. Assessing Personal Creativity
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The Manager’s Pocket Guide to Creativity
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1. Assessing Personal Creativity
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THE PERSONAL CREATIVITY ASSESSMENT Instructions: Simply check off all the statements that apply to you; then refer to the interpretation guides that follow the checklists. Later, you will be given a creativity matrix on which to plot your assessment results.
PERSONAL ENABLERS
❏ Knowledge. I am aware of many practical techniques for generating ideas.
❏ Locus of control. I am empowered to be creative by a
sense of control over my personal circumstances and fate when at work.
❏ Confidence. I am confident of my ability to produce valuable new ideas and solutions.
❏ Open-mindedness. I am drawn to new perspectives, even when they clash with my assumptions or values.
❏ Experience. I have often benefited from my own and others’ creativity in past work experiences.
❏ Role models. There are a number of people in my workplace who have succeeded in part because of their high level of creativity.
❏ Leadership support. My leaders (including supervisors and managers) encourage creativity.
❏ Leadership openness. My leaders are open to input and enjoy listening to my ideas.
(Continued)
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The Manager’s Pocket Guide to Creativity
THE PERSONAL CREATIVITY ASSESSMENT (Continued) MORE PERSONAL ENABLERS
❏ Rewards. People who exhibit creativity in my workplace are rewarded for their efforts
❏ Training. We receive plenty of good training to help us be more creative.
❏ Emotional resiliency. I feel secure enough in my workplace to handle the risks of creativity.
❏ Diverse inputs. My work and hobbies expose me to a wide variety of ideas and practices.
❏ Independence. I am viewed as an independent thinker by my peers.
❏ Lack of attachment. I am not attached to specific ideas or theories; I like exploring many alternatives.
❏ Playfulness. I like “fooling around” with ideas, and find creative thinking and problem-solving activities fun.
❏ Persistence. Once I get thinking about a problem, I don’t set it completely aside until I’ve solved it—even if it takes many weeks.
❏ Empathy. I am good at sensing what others think and feel, and this skill helps me pick up or add to the good ideas of my associates.
(Continued)
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1. Assessing Personal Creativity
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THE PERSONAL CREATIVITY ASSESSMENT (Continued) MORE PERSONAL ENABLERS
❏ Self-perception. I see myself as a creative person. ❏ Inventiveness. I like to invent new products and devices. ❏ Boundary-breaking. I often come up with fresh ideas by
making connections between unrelated things or unrelated activities.
Interpretation Guide—Personal Enablers Add up the check marks to see the number of personal enablers you have right now. The more you have, the more likely you are to be successfully creative at work. If you checked 11 or more statements, then you can classify yourself as having a high level of enablers.
PERSONAL BARRIERS
❏ Acceptance. I tend to take a “don’t rock the boat” attitude instead of challenging the status quo.
❏ Low self-evaluation of work. I don’t think the work I do
in my job is particularly valuable or worthwhile in the grand scheme of things.
❏ Lack of skill diversity. My work requires a specific, narrow set of skills.
❏ Limited chances for skill development. My work does not give me many opportunities to develop new skills.
(Continued)
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The Manager’s Pocket Guide to Creativity
THE PERSONAL CREATIVITY ASSESSMENT (Continued) MORE PERSONAL BARRIERS
❏ No challenges. My work does not challenge me. ❏ No sense of personal responsibility. I don’t feel personally responsible for the results of my work because it’s hard to see how my own contributions affect overall performance.
❏ Limited size of solution sets. We are encouraged to solve problems in certain ways, rather than to explore unconventional approaches.
❏ No role models. Most of the time, my supervisors do not act or think like creative people.
❏ Narrow-minded peer acceptance. My work associates are not open to new or wild ideas.
❏ Sanctions. People who spend too much time on creative
thinking are labeled as trouble-makers or accused of being lazy.
❏ Fears. I don’t like to contribute too many ideas, because if
people think you’re a trouble-maker, things will go badly for you in the long run.
❏ Personal narrow-mindedness. I guess I’m fairly set in my ways. My feeling is, “If it ain’t broke, don’t fix it.”
(Continued)
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1. Assessing Personal Creativity
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THE PERSONAL CREATIVITY ASSESSMENT (Continued) MORE PERSONAL BARRIERS
❏ Bipolar thinking. I generally prefer to look at two
alternatives—that’s why I often find myself thinking in terms of “either/or” solutions.
❏ Overconfidence. At work, we’re pretty certain that our
approach is the right one—maybe so certain that we don’t always examine alternatives as well as we could.
❏ Time pressures. There is so much pressure to finish one thing and get to the next that I rarely have time to take a thoughtful, lengthy approach to a problem.
❏ Procedure constraints. I have some ideas about how to do things better, but I don’t bring them up because they would violate our policies and procedures.
❏ Red tape. There isn’t much point in contributing creative ideas, because they will just get lost in the bureaucracy.
❏ Close-minded leaders. My leaders (supervisors, managers) are not very open to new ideas. They tend to react defensively.
❏ Group-process constraints. I’d like to do more creative thinking, but there isn’t much opportunity for it in the way we run our meetings and projects.
(Continued)
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The Manager’s Pocket Guide to Creativity
THE PERSONAL CREATIVITY ASSESSMENT (Concluded) MORE PERSONAL BARRIERS
❏ Conformance pressure. If you don’t look and act the “right” way, you can’t succeed in my workplace.
Interpretation Guide—Personal Barriers Add up the check marks to see the number of personal barriers you have right now. Less is more for this scale, as the fewer barriers you have, the more likely you are to be successfully creative at work. If you checked 11 or more statements, then you can classify yourself as facing a high level of barriers in your job. Any barrier is a potential problem, though; so the best scores are in the 0-to-3 range.
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1. Assessing Personal Creativity
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The Manager’s Pocket Guide to Creativity
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1. Assessing Personal Creativity
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EXHIBIT 2. Personal Creativity Matrix
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The Manager’s Pocket Guide to Creativity
.GVŏUUC[[QWRNQV[QWTUEQTGUCPFHKPF[QWCTGPŏVKPVJG OQUVFGUKTCDNGRQTVKQPQHVJGOCVTKZōVJGWRRGTTKIJV JCPFEGNNYJGTGJKIJSWCNKV[ETGCVKXGVJQWIJVKUGCUKN[ CVVCKPCDNGCVYQTM&QPŏVFGURCKT8GT[HGYQHVJGHCEVQTU YGOGCUWTGFKPVJGCUUGUUOGPVCTGKOOWVCDNGōRGTJCRU PQPGCTG RU[EJQNQIKUVUJCXGFGDCVGFVJGFWTCDKNKV[QH UWEJRGTUQPCNKV[XCTKCDNGU 5Q[QWECPVCMGUVGRUVQ KORTQXGVJGUEQTGUHQT[QWTUGNHQTCP[QPG[QWUWRGTXKUG QTVTCKP+VKUSWKVGHGCUKDNGVQDQQUVVJGUVTGPIVJCPF PWODGTQHRGTUQPCNGPCDNGTU#PFKVKUCNUQRGTHGEVN[ HGCUKDNGVQTGFWEGVJGDCTTKGTUVQETGCVKXKV[ (QTOCP[QHWUUKORN[JCXKPIVJKUNKUVQHQWTGPCDNGTU CPFDCTTKGTUJGNRUWUDGIKPVQVCMGEQPVTQNQXGTVJGO5Q RNGCUGXKGY[QWTETGCVKXKV[RTQHKNGCUCYQTMKPRTQITGUU #UUWOG[QWYKNNOQXGőWRCPFQWVŒQXGTVKOG
2TQVGEVKPI2GTUQPCN%TGCVKXKV[KPVJG9QTMRNCEG #PQVJGTCDUQNWVGN[XKVCNECXGCV VJGRTQHKNGUCTGQPN[ RCTVQHVJGETGCVKXKV[GSWCVKQP6JG[EQPEGTPPCVWTCN VGPFGPEKGUōJQYGCUKN[CPFQHVGPYGVJKPMCPFCEVETG CVKXGN[$WVUWEJVGPFGPEKGUECPDGWPFGTOKPGFD[WUQT QVJGTUVJTQWIJWPETGCVKXGCEVKQPUQTRTQEGUUGUōVJKPIU VJCVFGUVTQ[VJGHTCIKNGITQYVJYKVJKPQWTETGCVKXKV[ ITGGPJQWUG+P%JCRVGTUCPF+GZCOKPGVJGCNNVQQ EQOOQPYC[UKPYJKEJQWTETGCVKXKV[ECPDGUOQVJGTGF D[QTICPK\CVKQPCNEWNVWTGCPFTKVWCNUKPCRRTQRTKCVG UWRGTXKUQT[UV[NGUCPFQWTQYPDCFJCDKVU 20
2 UNCREATIVE HABITS
Nine Ways We Close Off Creativity LET’S BE BRUTALLY HONEST. +VŏUGCU[VQDNQY ETGCVKXKV[DKIVKOGD[OCMKPIUKORNGGTTQTUVJCVUVKHNG ETGCVKXKV[QTCNNQYVJGHTWKVUQHETGCVKXGVJKPMKPIVQURQKN QPVJGVTGG#PFOQUVRGQRNGFQ;GVOWEJQHVJGCFXKEG [QWIGVQPETGCVKXKV[KUUQUQRJKUVKECVGFVJCVKVHCKNUVQ CFFTGUUVJGUGEQOOQPRNCEGGTTQTU(QTKPUVCPEGVJG FGVCKNUQHJQYVQTWPCITQWRDTCKPUVQTOKPIRTQEGUU CTGKPVTWVJQHNKVVNGEQPUGSWGPEGKH[QWJCTFN[GXGT DTCKPUVQTOKPVJGHKTUVRNCEG +ŏOQHVGPCUMGFVQEQOGKPVQCPQTICPK\CVKQPCUCEQPUWN VCPVQTVTCKPGTVQJGNRRGQRNGőIGVQWVQHVJGDQZŒCPF HKPFPGYUQNWVKQPU9JGVJGTKVŏUPGYRTQFWEVEQPEGRVU PGYDWUKPGUUUVTCVGIKGUQTPGYYC[UVQEWVGTTQTUQTKO RTQXGGORNQ[GGRGTHQTOCPEG+COWUWCNN[UWTRTKUGFVQ HKPF+ECPUWIIGUVOCP[PQXGNCRRTQCEJGU5WTRTKUGF DGECWUGYJGP[QWEQOGTKIJVFQYPVQKV+ŏOPQVPGEGU UCTKN[UOCTVGTVJCPO[ENKGPVUCPF+TCTGN[MPQYVJGKT KPFWUVT[CUYGNNCUVJG[FQ5QYJ[FQ+UGGCNNUQTVUQH CNVGTPCVKXGUVJG[FQPŏV!$GECWUGVJG[CTGHCKNKPIVQőFQŒ 21
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The Manager’s Pocket Guide to Creativity
ETGCVKXKV[KPVJGHKTUVRNCEG6JG[CTGOCMKPIUQOGQH VJQUGQDXKQWUGTTQTUVJCVVTCR[QWKPTQWVKPGVJKPMKPI CPFENQUGQHHETGCVKXGCXGPWGUōGXGPETGCVKXGCXGPWGU VJCVUGGOHCKTN[QDXKQWUVQOQUVQWVUKFGTU +ŏOPQVVJGQPN[QPGYJQHGGNUVJKUYC[+QHVGPVCNMVQ GORNQ[GGUYJQMPQYRTGEKUGN[YJCVVJGKTQTICPK\C VKQPŏURTQDNGOUCTGCPF JQYVQUQNXGVJGODWVHKPF VJGKTUGPKQTOCPCIGTUCTG SWKVGWPCDNGVQUGGVJG QDXKQWU#PFEWUVQOGTU QHVGPQHHGTDTKNNKCPVKPUKIJVU YJGPIKXGPJCNHCEJCPEGō “On my count now, transform DTKNNKCPVVQOCPCIGOGPV yourselves into creative, freeDWVRCKPHWNN[QDXKQWUVQ thinking mavericks. Ready?” EWUVQOGTU 6JGUGUQTVUQHGZRGTKGPEGUJCXGNGFOGVQDGNKGXGVJCVC HQWPFCVKQPCNCVVCEMQPVJGEQTRQTCVGETGCVKXKV[RTQDNGO KUUQOGVKOGUOQTGXCNWCDNGVJCPVJGUQRJKUVKECVGF őWRRGTUVQT[ŒCRRTQCEJGUVCMGPD[OQUVGZRGTVU#U CTGUWNV+JCXGITCFWCNN[EQORKNGFCNKUVQHVJGOQUV EQOOQPőPQDTCKPGTŒGTTQTUVJKPIUVJCVTQWVKPGN[ DNQEMETGCVKXKV[KPQTICPK\CVKQPUCPFHQTOCP[QHWU CUKPFKXKFWCNUCUYGNN6JGTGUWNVKPINKUVOKIJVDGECNNGF ő%TGCVKXKV[HQT&WOOKGUŒGZEGRVVJGTGCNKV[KUYGCNN 22
2. Uncreative Habits
❂
OCMGVJGUGFWODOKUVCMGUCPFHCTVQQQHVGP6JG[CTG GODGFFGFKPQWTQTICPK\CVKQPCNEWNVWTGUCPFKPQWT KPFKXKFWCNVTCKPKPICUUVWFGPVUCPFGORNQ[GGU6JG[ OC[GXGPJCXGUQOGXCNWGWPFGTEKTEWOUVCPEGUKP YJKEJETGCVKXKV[KUPQVTGSWKTGF$WVVJGXCUVOCLQTKV[QH WUNKXGCPFYQTMKPEKTEWOUVCPEGUVJCVFGOCPFETGCVKXK V[CPFUQYGCNNPGGFVQLGVVKUQPVJGUGDCFJCDKVU0QY
THE NINE BAD HABITS (CKNWTGVQ#UM3WGUVKQPU %TGCVKXKV[TGSWKTGUCPKPSWKUKVKXGOKPF(TGUJETGCVKXG VJQWIJVUFQPŏVITQYKPVJGFT[UQKNQHOKPFNGUUCEEGR VCPEG;GVKVKUGCU[VQIQVJTQWIJQPGŏUFC[YKVJQWV ECNNKPICP[VJKPIKORQTVCPVKPVQSWGUVKQP+HYGYQWNF QPN[FGNKDGTCVGQPDWUKPGUUFGEKUKQPUCUECTGHWNN[CUYG FQQPYJCVVQQTFGTHTQOCTGUVCWTCPVOGPWYGYQWNF GHHQTVNGUUN[DGEQOGHCTOQTGETGCVKXG 7PNGUU[QWCUMNQVUQHYJ[SWGUVKQPU[QWYQPŏV IGPGTCVGETGCVKXGKPUKIJVU2GTKQF6QCXQKFVJKUOQUV EQOOQPQHETGCVKXKV[GTTQTUDGUWTGVQRGGMWPFGTCNN VJGECTRGVUKPENWFKPI[QWTQYP&QPŏVVCMGCP[VJKPIHQT ITCPVGF'URGEKCNN[UWEEGUU 6QRWVVJKURTKPEKRNGKPVQCEVKQPYGPGGFVQIGVKPVJG IQQFJCDKVQHCUMKPIQWTUGNXGUCPFVJQUGCTQWPFWUVQ 23
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The Manager’s Pocket Guide to Creativity
SWGUVKQPOQTGVJKPIUOQTGQHVGP+H[QWCTGPŏVUWTGJQY VQFQVJKULWUVURGPFCNKVVNGVKOGYKVJCHQWT[GCTQNF %JKNFTGPCTQWPFVJKUCIGPQVQPN[SWGUVKQP[QWTGNGPV NGUUN[ YJ[KUVJGUM[DNWGCP[YC[! DWVCNUQSWGUVKQP VJGKTGPXKTQPOGPVD[EQPUVCPVN[OCPKRWNCVKPIKV YJCV JCRRGPUKH[QWVT[VQUVCEMVJGUGDNQEMUTGCNN[JKIJ!1J VJG[HCNNFQYP*OO9QPFGTYJCVJCRRGPUKHVJG[HCNN QP&CFŏUEQHHGGOWI%QQNKVDTGCMU 1TKH[QWJCXGPŏV IQVCP[QPGKPVJCVCIGITQWRJCPF[VT[YCVEJKPIC VGGPCIGTGZRNQTGCPGYUQHVYCTGRTQITCO-KFUCVVJKU CIGFQVJGUCOGVJKPI őRQMGŒUQOGVJKPIGXGT[YC[ VJG[ECPVQHKPFQWVJQYKVYQTMU#PFKPVJGRTQEGUU VJG[UWTHCEGOCP[TGNCVKQPUJKRUVJCVCFWNVUYQWNFPŏV FKUEQXGTWPNGUUGSWKRRGFYKVJCWUGTŏUOCPWCN 9JGPYCUVJGNCUVVKOG[QWőRQMGFŒ[QWTQYPYQTM RTQEGUUGUKPVJGUCOGYC[CMKFFQGUCPGYEQORWVGT ICOG!*CTFVQTGOGODGTKUPŏVKV!6JCVOGCPU[QWŏTG PQVCUMKPIVJQUGNQQUGN[FGHKPGFKORWNUKXGSWGUVKQPU VJCVUQQHVGPIKXGDKTVJVQETGCVKXGKPUKIJV &QPŏVHGGNDCFō[QWŏTGPQVCNQPG6JGHCKNWTGVQCUM SWGUVKQPUKUCYKFGURTGCFUQEKCNRJGPQOGPQP KPHCEV OQUVQHQWTUQEKCNKPUVKVWVKQPUUGGOFGUKIPGFVQNKOKVKH PQVQWVTKIJVFKUEQWTCIGETGCVKXGGPSWKT[#PFOCP[QH VJGRTQEGUUGUWUGFKPQTICPK\CVKQPUCTGLWUVCUDCFKHPQV YQTUG6CMGVJGV[RKECNUVCHHOGGVKPIVJGOQUVDNCVCPV GZCORNGQHCPWPETGCVKXGRTQEGUU 24
2. Uncreative Habits
❂
#VGXGT[UVCHHOGGVKPI+CVVGPFQTUGGVTCPUETKRVUQHKVU NGCFGTWPYKVVKPIN[HCKNUVQCUMHQTETGCVKXGKFGCUGXGP CVVJGOQUVQRRQTVWPGRQKPVU#HQTOCNRTQHGUUKQPCN CVOQURJGTGKUEQODKPGFYKVJCUVTWEVWTGFEQPXGTUCVKQP RCVJQTOGGVKPICIGPFCVQMGGRRGQRNGőQPVTCEMŒQT őHQEWUGFŒ)TGCV+VQQJCVGOGGVKPIUVJCVFTCIQPCPF QP$WV+CNUQJCVGOGGVKPIUKPYJKEJPQHTGGYJGGNKPI QEEWTU9J[OGGVKPVJGHKTUVRNCEGKH[QWFQPŏVVCMG CFXCPVCIGQHVJGITQWRŏUWPKSWGETGCVKXGRQVGPVKCN! 1PGRGTUQPŏUSWGUVKQPQTEQOOGPVECPGCUKN[UVKOWNCVG CPQVJGTŏUKOCIKPCVKQPōKH[QWCUMHQTKOCIKPCVKXG VJKPMKPI6JWUPQDWUKPGUUOGGVKPIUJQWNFTGCEJKVUGPF YKVJQWVVJGNGCFGTCUMKPIHQTETGCVKXGKFGCU 9GŏNNTG VWTPVQVJKUVQRKENCVGTKP%JCRVGTCPFVCMGCHWTVJGT NQQMCVGPEQWTCIKPIETGCVKXKV[KPOGGVKPIU 5QPQYVJCV[QWŏTGCYCTGQHVJKUWPETGCVKXGJCDKV[QW ECPUVCTVTCVVNKPIKVUEJCKPU6T[NQQMKPICVVJGYQTNF VJTQWIJOQTGKPSWKUKVKXGG[GU VT[IGVVKPIKFGCUKPOQ VKQP VT[CUMKPIVJGCNNKORQTVCPVSWGUVKQP ő9J[!Œ5GG YJCVJCRRGPU
(CKNWTGVQ4GEQTF+FGCU 1JDQ[VJKUKUCTGCNN[DKIQPG+ECPŏVVGNN[QWVJGPWO DGTQHVKOGU+ŏXGYQTMGFVJTQWIJUQOGJQTTKDN[EQORNGZ RTQDNGOUQNXKPIRTQEGUUYKVJCENKGPVHKPCNN[EQOGWR YKVJCUQNWVKQPVJCVYQTMUCPFVJGPJGCTFUQOGDQF[ UC[ő*G[PQYVJCV[QWOGPVKQPKVFKFPŏVYGNQQMCV 25
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The Manager’s Pocket Guide to Creativity
VJCVCNVGTPCVKXGCHGY[GCTUCIQ!Œ)TGCV6JGPYJ[FKF KVVCMGCETKUKUCPFCOCLQTVYQOQPVJVGCOGHHQTVVQ TGIGPGTCVGVJGKFGC!$GECWUGPQDQF[JCFTGEQTFGFKV KPCWUCDNGHQTO +TGEGPVN[CVVGPFGFCPGYRTQFWEVKFGCVKQPTGVTGCV YKVJCPGORNQ[GGITQWRHTQOCNCTIGOCVWTGEQPUWOGT RTQFWEVUEQORCP[6JGGXGPVYCURCTVQHCNQPI EQUVN[GHHQTVVQHKPFCFQ\GPEQPEGRVUYQTVJ[QHVGUV OCTMGVKPIōCIQCNVJCVTGSWKTGFIGPGTCVKPIJWPFTGFU QHKFGCU&WTKPICDTGCMQPGEQORCP[XGVGTCPVQNFOG ő#U+NKUVGPVQCNNVJGUGPGYKFGCU+MGGRJGCTKPIVJKPIU VJCVYGŏXGCNTGCF[EQPUKFGTGFCVQPGVKOGQTCPQVJGT 9GŏXGJCFUQOCP[RGQRNGYQTMKPIQPRTQFWEV FGXGNQROGPVHQTUQOCP[FGECFGUVJCVVJGTGCEVWCNN[ CTGPQPGYKFGCUŒ+VQQMVJCVCUCRGTUQPCNEJCNNGPIGQH EQWTUGCPFOCFGUWTGVJGHKPCNTGRQTVKPENWFGFRNGPV[ QHUWTRTKUGUHQTJKO$WV+CNUQHGNVCRCPIQHTGITGV 7PFQWDVGFN[VJQWUCPFUQHIQQFKFGCUJCFDGGP FGXGNQRGFQXGTVJGEQWTUGQHVJCVEQORCP[ŏUJKUVQT[ UQOGIQKPIQPVQHQTOCNVGUVKPIUQOGKPVTQFWEGFVQ VJGOCTMGVDWVOQUVōRTQDCDN[OQTGVJCPRGTEGPVō UKORN[HQTIQVVGP 5QYJCV!/C[DGVJG[YGTGPŏVIQQFKFGCU$WVKPVJG YQTNFQHETGCVKXKV[VJGTGŏUPQUWEJVJKPICUCDCFKFGC +FGCUCTGNKMGDWKNFKPIDNQEMU VJGOQTGCPFXCTKGF[QWT DNQEMUVJGOQTGVJKPIU[QWECPOCMG CPF[QWFQPŏV VQUUQWVVJGDNQEMU[QWJCXGPŏVWUGFVQFC[ō[QWPGXGT 26
2. Uncreative Habits
❂
MPQYYJCV[QWŏNNYCPVQTPGGFVQDWKNFVQOQTTQY6JKU EQORCP[ NKMGOCP[QVJGTU JCUYCUVGFKVUOQUVXCNW CDNGCUUGVD[VJTQYKPIQWVVJGőWPWUGFDNQEMUŒ+HUQOG QPGJCFQPN[MGRVCUKORNGKPFGZECTFHKNGQHGCEJCPF GXGT[KFGCQXGTVJG[GCTUVJGKFGCVKQPUGUUKQPUYQWNF JCXGDGGPOQTGGHHKEKGPVCPFOC[DGOQTGRTQFWEVKXG +H[QWMGGRCTGEQTFQH[QWTKFGCUVJGPYJGP[QWPGGF PGYKFGCU[QWECPUVCTVD[TGGZCOKPKPIVJGQNFQPGU 5QOGVJCVUGGOGFETC\[CFGECFGCIQOKIJVPQYDG XKCDNG1VJGTUOKIJVCNYC[UDGETC\[DWVUGTXGCUVJG URCTM[QWPGGFVQEQOGWRYKVJOQTGXCNWCDNG EQPEGRVU 6JKUKUCPKORQTVCPVRTCEVKEGHQTVJGKPFKXKFWCNCUYGNN CUHQTVJGQTICPK\CVKQP+FQPŏVMGGRCHQTOCNLQWTPCN DGECWUG+JCXGVTQWDNGOCKPVCKPKPIKVQPCFCKN[DCUKU
[QWECPVT[VJKUCRRTQCEJVJQWIJCPFUGGKHKVYQTMU HQT[QW +HKPFKVOWEJUKORNGTVQMGGRCPKPHQTOCNNQI QTHKNGQHKFGCU;QWECPFQUQKPCPWODGTQHYC[U Ŗ 4GEQTFVJGKFGCUKPCPQVGDQQMQTLQWTPCN QPUJGGVU QTUETCRUQHRCRGT LWUVNCDGNCHQNFGTő+FGCUŒCPF VJGUETCRUYKNNVGPFVQHKPFVJGKTYC[KPVQKV KPVJG OCTIKPUQHVJGDQQMUCPFTGRQTVU[QWTGCF QTKP GNGEVTQPKEHKNGU JQYCDQWVCPKFGCFCVCDCUG! Ŗ 7UGRQEMGVOGUUCIGTGEQTFGTU NQIKFGCUQPVJGUG JCPF[CWFKQFGXKEGUHQTTGEQTFKPIőVQFQŒKVGOU VJGPYTKVGFQYPVJGKFGCUNCVGT 27
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The Manager’s Pocket Guide to Creativity
Ŗ .GCXG[QWTUGNHXQKEGOCKN+QHVGPECNNO[QHHKEG CVPKIJVCPFNGCXGKFGCOGUUCIGUUQ+FQPŏVJCXG VQYQTT[CDQWVHQTIGVVKPIVJGOQXGTPKIJV Ŗ 7UG'OCKN;QWECPETGCVGCPKFGCCFFTGUUCPF UGPF[QWTUGNHKFGCUōCUYGNNCUUEQQVQVJGTUŏKFGC QTKGPVGF'OCKNKPVQVJCVHKNG2GTKQFKECNN[[QWECP OQXGVJGKFGCUKPVQNQPIVGTOUVQTCIGGKVJGTQP FKUMQTQPRTKPVQWVUQH[QWTKFGCHKNG 1HEQWTUG[QWECPEQOGWRYKVJ[QWTQYPCRRTQCEJ VQECRVWTKPIKFGCUōUQOGVJKPIPGYCPFETGCVKXG6JG RQKPVKUEQWPVNGUUKFGCUQEEWTVQ[QWGCEJOQPVJDWVC JKIJRGTEGPVCIGQHVJGOCTGNQUV+H[QWLWUVFQWDNGVJG PWODGT[QWUCXG[QWTTCYOCVGTKCNHQTCP[VJKPMKPILQD YKNNDGGPTKEJGFD[RGTEGPV #PFFQPŏVYQTT[CDQWV HQTOCNN[QTICPK\KPI[QWTKFGCFCVCDCUG4CPFQOUGNGE VKQPUHTQOKVCTGQHVGPVJGOQUVKPURKTKPI
(CKNWTGVQ4GXKUKV+FGCU 9JGVJGT[QWMGGRCHQTOCNTGEQTFQHKFGCUQTPQV[QW NGCXGDGJKPFKPVJGYCMGQH[QWTFCKN[YQTMOCP[ KFGCUCPFCUUWORVKQPU#UVJGRCVJKUTCTGN[UVTCKIJV [QWQHVGPTGETQUU[QWTYCMG$WVFQ[QWPQVKEGYJCVŏU VJGTGQT JGCXGPHQTDKF NGCTPHTQOKV!6JCVŏUOWEJ GCUKGTUCKFVJCPFQPG 1PGYC[VQTGXKUKVQNFKFGCUKUVQUEJGFWNG[QWTUGNHC NKVVNGVKOGHQTTCODNKPIVJTQWIJVJGFGDTKUQHRCUVRTQ 28
2. Uncreative Habits
❂
LGEVU'XGT[OQPVJQTVYQIKXG[QWTUGNHCPJQWTVQFKI QWVQNFTGRQTVURGGMKPVQQNFYQTMKPIHKNGUCPFNGCH VJTQWIJQNFCRRQKPVOGPVDQQMUōYJCVGXGTKUPGEGUUCT[ VQTGUWTHCEGQNFKFGCUCPFDTKPIKPVQHQEWUVJGEQPVGZVQH RTKQTFGEKUKQPU 9JGPTGXKUKVKPIKFGCU[QWYCPVVQFQVYQVJKPIU
)KXGQNFKFGCUCUGEQPFEJCPEG /CMG[QWTUGNHOQTGCYCTGQHQNFCUUWORVKQPU
+MPQYKVOC[UQWPFEQPHWUKPIVQFKXKFGTGXKUKVKPIKPVQ VYQUGRCTCVGCTGCUōKFGCUCPFCUUWORVKQPU$WVVJGUG CTGCUJCXGCFKUVKPEVTGNCVKQPUJKRVQGCEJQVJGTHQTYG ECPVJKPMQHKFGCUCUVJGQRRQUKVGUQHCUUWORVKQPU 9JCVFQ+OGCP!.GVOGGZRNCKP +FGCUTGRTGUGPVCEVKXKV[ VQIGPGTCVGVJGOYGJCXGVQ HQEWUCVVGPVKQPQPUQOGVJKPIVJKPMJCTFCDQWVKVIGV VJGOGPVCNIGCTUKPOQVKQP#UUWORVKQPUQPVJGQVJGT JCPFTGRTGUGPVRCUUKXKV[ YGFQPŏVTGCNN[IGPGTCVGCU UWORVKQPUUQOWEJCUHCNN QTGCUG KPVQVJGOEJQQUKPI PQVVQVJKPMYJGVJGTYGŏTGEQPUEKQWUQHOCMKPIVJCV EJQKEGQTPQV5QGKVJGTYGVJKPMJCTFCDQWVUQOGVJKPI EQOKPIWRYKVJKFGCUCPFKPUKIJVUQTYGFQPŏVōCPF YJGPYGFQPŏVYGŏXGGPVGTGFVJGCTGCQHCUUWORVKQPU 9JGPTGXKUKVKPI[QWQHVGPHKPFVJCVCUUWORVKQPUCTG OQTGUVTKMKPIVJCPKFGCU;QWOC[UGGRNCEGUYJGTG 29
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The Manager’s Pocket Guide to Creativity
QRRQTVWPKVKGUHQTKORTQXGOGPVJCXGDGGPQFFN[QXGT NQQMGFQTWPFGTFGXGNQRGF YJGTGVJGXCNKFKV[QTTGNK CDKNKV[QHUQOGVJKPIōCRTQEGUUUVGRCRNCPPKPIVQQNC XGPFQTŏURTCEVKEGUōKUOQTGVTWUVGFVJCPRTQXGF YJGTG IQQFJCTFSWGUVKQPUJCXGDGGPTCKUGFQPGFC[QPN[VQ DGFKUTGICTFGFCPFUJGNXGFVJGPGZV YJGTGKPFKXKFWCNU JCXGUKORN[ōCPFFCPIGTQWUN[ōDCUGFFGEKUKQPUQP UWRRQUKVKQPU#PFKH[QWUETWVKPK\GVJGUGRNCEGU[QWŏNN PQVKEGJQYCUUWORVKQPUVGPFVQDWKNFCőEQOHQTV\QPGŒ CTQWPFWUJQYVJG[IKXGWURGTOKUUKQPVQMGGRCXQKF KPIVJQWIJVCPFETGCVKXGCNVGTPCVKXGUVQVJGUVCVWUSWQ /QUVQTICPK\CVKQPUJCXGRQYGTHWNUQEKCNOGEJCPKUOU YQTMKPICICKPUVTGXKUKVKPI'ZGEWVKXGUFQPŏVYCPVVJGKT RCUVFGEKUKQPUSWGUVKQPGF6GCONGCFGTUCPFUWRGTXKUQTU FQPŏVYCPVVQRWVDCEMQPVJGCIGPFCCPKVGOVJG[OCP CIGFVQIGVQHHKVNCUVOQPVJ#PFGORNQ[GGUKPGXKVCDN[ TGUKUVVJGHGGNKPIQHDCEMYCTFOQVKQPVJCVCTGGZCO KPCVKQPQHKFGCUDTKPIUYKVJKV#FFVQVJCVVJGFCPIGTQH UQOGQPGWUKPITGXKUKVKPICUCPGZEWUGHQTRNC[KPIVJG őDNCOGICOGŒCPF[QWOC[HKPFVJCVTGXKUKVKPIECWUGUC NGXGNQHCPZKGV[VJCVJKPFGTURTQFWEVKXKV[ +PUWEJCECUG[QWJCXGVQUGNNVJGKFGCQHTGXKUKVKPI HTQOVJGVQRFQYPDGHQTGKVECPDGRTCEVKEGFUWEEGUU HWNN[őKPVJGTCPMUŒQHCPQTICPK\CVKQP6JCVŏUCNGPIVJ[ RTQEGUUCUKUCP[VJCVTGSWKTGUCEJCPIGQHJCDKVD[VQR OCPCIGTU$WVKPVJGOGCPVKOG[QWECPEGTVCKPN[DGIKP 30
2. Uncreative Habits
❂
VQRTCEVKEGTGXKUKVCVKQPQP[QWTQYP.KMGQVJGTETGCVK XKV[RTCEVKEGUVJKUECPDGFQPGCNQPGQTKPITQWRU#PF KHGPQWIJRGQRNGDGEQOGőENQUGVETGCVQTUŒKPCEQORCP[ VJGPQTICPK\CVKQPCNEJCPIGKUUWTGVQHQNNQY
(CKNWTGVQ'ZRTGUU+FGCU +H[QWJCXGCPKFGCōCP[KFGCō[QWUJQWNFGZRTGUUKV TKIJVCYC[6GNNKVVQ[QWTUGNHKH[QWCTGCNQPG VGNNKVVQ QVJGTUKH[QWCTGKPCITQWR 6JCVUQWPFUNKMGCUKORNGGXGPQDXKQWURTKPEKRNGDWVKV KUTCTGN[HQNNQYGF/QUVKFGCUCTGőPKRRGFKPVJGDWFŒ D[QWTCWVQOCVKEUGNHEGPUQTUJKR9GPGXGTIKXGVJGO GPQWIJVJQWIJVVQHKIWTGQWVKHVJG[ŏTGYQTVJYJKNG PQT FQYGUJCTGVJGOYKVJQVJGTU5VTC[KFGCUCTGVTGCVGF NKMGYGGFUōOKPQTKTTKVCPVUVQDGWRTQQVGFCUSWKEMN[CU RQUUKDNG#PQTFGTN[OKPFJCUHGYYGGFU+PHCEVKVJCU NKVVNGKPKVCVCNN#PQTFGTN[OKPFKUPQVETGCVKXG+H[QW YCPVETGCVKXKV[[QWOWUVCVVGPFVQVJQUGYGGFUCPF VTGCVGCEJQPGCUCRQVGPVKCNN[XCNWCDNGPGYETQR 6JGYGGFCPCNQI[JCUCPGURGEKCNN[TKEJOGCPKPIHQT OG+VDTKPIUVQOKPFJQYO[FCWIJVGTYJGPUJGYCU HQWTYQWNFITKNNOGYKVJSWGUVKQPUCUUJGJGNRGFOG VGPFQWTICTFGP5JGLWUVEQWNFPŏVHKIWTGQWVYJCV YGGFUYGTGCPFYJ[VJG[UJQWNFDGRWNNGFQWVő+U VJKUCYGGF!ŒUJGŏFCUMő9JCVCDQWVVJKU!9J[KUVJKU CYGGFDWVPQVVJCV!Œ#PFUQQPTGNGPVNGUUN[(KPCNN[+ 31
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The Manager’s Pocket Guide to Creativity
JCFVQCFOKVCPGUUGPVKCNVTWVJCDQWVVJGőYGGFUŒECVG IQT[ KVJCUPQDQVCPKECNUKIPKHKECPEGōVJGTGKUPQUWEJ VJKPICUCYGGFHTQOCUEKGPVKHKERGTURGEVKXG#YGGFKU TGCNN[LWUVCRNCPV[QWFQPŏVYCPVITQYKPIKPCRCTVKEWNCT RNCEG6JGXGIGVCDNGICTFGPŏUYGGFOC[DGVJG YKNFHNQYGTICTFGPŏUURGEKCNV[0QYQPFGTO[FCWIJVGT HQWPFVJGECVGIQT[GPFNGUUN[RW\\NKPI 6JGUCOGKUVTWGQHKFGCU9GFKUOKUUOCP[CUYGGFUQP VJGCUUWORVKQPVJCVVJG[ŏTGPQVYQTVJITQYKPIKPQWT OGPVCNICTFGP$WVKPFQKPIVJCVYGOKUUOCP[RQVGP VKCNN[WUGHWNVJQWIJVU5QOGOGPVCNICTFGPU[KGNFPQ ETQRQHNCUVKPIXCNWGGZEGRVVJGYGGFUōKHVJGQYPGTU JCFVJGHQTGUKIJVVQCVVGPFVQVJGO#PFQPGXGT[IQQF YC[VQCVVGPFVQVJGOKUD[GZRTGUUKPIVJGO 9TKVGFQYPVJGUVTC[VJQWIJVVJGőYGGFKFGCŒ5C[KV )GVKVQWVQH[QWTJGCFCPFKPVQVJGTGCNOQHEQOOW PKECVKQP6JCVIKXGU[QWVJGQRRQTVWPKV[VQEQPUKFGTKV OQTGECTGHWNN[CPFHWNN[ōOC[DGVQHKPFCRTCEVKECNWUG HQTKVCUYGNN#PFKVIKXGUVJGVJQWIJVCEJCPEGVQITQY CPFFGXGNQRRQUUKDN[KPVQOQTGCPFXCNWCDNGKFGCU +H[QWIGVKPVJGJCDKVQHGZRTGUUKPI[QWTYGGFKFGCU [QWŏNNDGUWTRTKUGFJQYGCUKN[VJG[UGGFQVJGTRGQRNGŏU KOCIKPCVKQPU+VLWUVVCMGUQPGRGTUQPVQIGVGXGT[QPGKP CPQHHKEGVJKPMKPIRGTJCRUDGECWUGVJG[HKIWTGQWVVJCV VJGRGTUQPKUJCXKPIOQTGHWPVJCPVJG[CTGCPFVJCV 32
2. Uncreative Habits
❂
✎E
XERCISE:
Generating and Capturing Ideas
1. Get a pencil and some paper, and sit down someplace comfortable. Set a time limit for yourself, at least five minutes. 2. Start writing a running monologue of your thoughts. Any thoughts. The goal is quantity, not quality. Keep writing until your time is up. 3. Calculate the number of ideas generated per minute. First, add up all the ideas you wrote; each change in topic or new angle on a topic represents one idea. Second, divide the sum by the number of minutes you took to write the ideas. 4. Record the calculation in your appointment book (where you won’t lose it), and shred, rip up, or otherwise destroy the paper on which you wrote the ideas. VJG[ECPGCUKN[LQKPVJGICOGD[RC[KPIOQTGCVVGPVKQP VQVJGKTQYPKFGCU +H[QWHKPFKVFKHHKEWNVVQőJGCTŒCPFGZRTGUU[QWTYGGF KFGCUVT[VJGGZGTEKUGCDQXG;QWTIQCNKUVQIGPGTCVGCU OCP[KFGCUCURQUUKDNGCPFVQECRVWTGVJGOKPYTKVKPI $[FQKPIVJKUGZGTEKUGTGIWNCTN[VT[KPIVQKPETGCUG[QWT KFGCEQWPVGCEJVKOG[QWŏNNICKPETGCVKXGUVTGPIVJ
33
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The Manager’s Pocket Guide to Creativity
+VŏUKORQTVCPVVJCV[QWEQORNGVGGXGT[UVGRGCEJVKOG [QWTGRGCVVJGGZGTEKUG#YQTFCDQWVVYQQHVJGUVGRU Ŗ &GUVTQ[KPI[QWTYQTM6JKUOC[UGGOCPQFFKP UVTWEVKQPRCTVKEWNCTN[KPNKIJVQHO[FKUEWUUKQP CDQWVVJGKORQTVCPEGQHUCXKPIKFGCU$WVJGTG YGŏTGHQEWUKPIQPVJGTCPFQOYQTMKPIUQHVJG OKPFōVJGWNVKOCVGUQWTEGQHTCYKFGCU6JG[ EQWNFGODCTTCUU[QWQTUGVQHHCEJCKPQHOKUWPFGT UVCPFKPIUUJQWNFCDQUUQTCURQWUGEQOGCETQUU VJGO6JG[ŏTGKPVGPFGFHQT[QWTG[GUQPN[UQFQPŏV NGCXGVJGOCTQWPFYJGTGQVJGTUOKIJVUGGVJGO #NUQ[QWYQPŏVDGPGHKVHTQOVJGGZGTEKUGKH[QW NGV[QWTUGNHDGEQOGCVVCEJGFVQYJCV[QWYTKVG +VŏUPQVCTV;QWTGIQKUPŏVQPVJGNKPG;QWŏTGLWUV RWORKPIKQPU [QWQPN[FQKVHQTVJGOGPVCN GZGTEKUG;QWFQPŏVUCXGVJGUYGCVHTQOCRJ[UKECN YQTMQWVCPF[QWFQPŏVUCXG[QWTPQVGUHTQOC OGPVCNYQTMQWV Ŗ %QWPVKPICPFTGEQTFKPIVJGPWODGTQHKFGCU[QW IGPGTCVGF6JKUKUKORQTVCPVHQTQPGTGCUQP6JCV EQWPVJCUCHCPE[PCOGōKVŏUECNNGFőKFGCFGPUKV[Œ 6JGJKIJGTVJGEQWPVVJGFGPUGT[QWTKFGCUōCPF VJGENQUGT[QWEQOGVQVJGQXGTCNNIQCNQHICKPKPI ETGCVKXGUVTGPIVJ.QIIKPIVJGEQWPVGCEJVKOG[QW FQVJGGZGTEKUGIKXGU[QWCUIQQFCTGEQTFQH[QWT RTQITGUUCUCYGKIJVEJCTVFQGUKH[QWCTGQPFKGV 9JGP[QWŏXGFQWDNGF[QWTKFGCFGPUKV[[QWŏXG NKMGN[IQVVGPCUOWEJCU[QWECPHTQOVJGGZGTEKUG 34
2. Uncreative Habits
❂
(CKNWTGVQ6JKPMKP0GY9C[U ;QWFQPŏVIGVQWVQHVJGDQZD[FQKPIYJCV[QWŏXGCN YC[UFQPG+H[QWWUWCNN[UKVFQYPCPFYTKVGCNKUVQH RTQUCPFEQPUDGHQTGCFQRVKPICPCNVGTPCVKXGVJGP[QW JCXGVQVT[CPGYVJKPMKPIUVTCVGI[VQEQOGWRYKVJ CP[VJKPIETGCVKXG,GVVKUQPVJCVRTQEQPCPCN[UKUCU SWKEMN[CURQUUKDNG$WVKH[QWPGXGTWUGCRTQEQP CPCN[UKUVJGPD[CNNOGCPUIKXGKVCVT[+KPENWFGC XCTKGV[QHUVTWEVWTGFETGCVKXGVJKPMKPIRTQEGUUGUNCVGT KPVJKUDQQMDWVKPVTWVJCNOQUVCP[CRRTQCEJYKNN RTQFWEGKPETGCUGFETGCVKXKV[ōUQNQPICUKVŏUFKHHGTGPV 8KUWCNVJKPMKPIKUWUWCNN[CIQQFEJQKEGCUOQUVRGQRNG KPDWUKPGUUFQPŏVVCEMNGCETGCVKXGVCUMXKUWCNN[5QKH[QW ECPŏVVJKPMQHCP[QVJGTYC[VQXCT[[QWTVJKPMKPIVT[ VJKUCRRTQCEJ&TCYCFKCITCOQTRKEVWTGQHVJGRTQDNGO [QWŏTGYQTMKPIQP1TVJKPMWRXKUWCNCPCNQIKGUD[ CUMKPI[QWTUGNHVQPCOGVGPVJKPIUVJGRTQDNGONQQMU NKMG6JGPUGGMYC[UQHIGPGTCVKPIHTGUJRGTURGEVKXGU D[CPCN[\KPIVJGUGKOCIGU HQTGZCORNGYJ[FQGUVJG RTQDNGONQQMNKMGVJCVVJKPI! 6JGRQKPVKUVJCVUWEJVJQWIJVRCVVGTPUCTGPQXGNCPFUQ DTKPI[QWSWKEMN[QPVQWPHCOKNKCTVGTTKVQT[#PFVJG[ FTCYOWEJQHVJGKTRQYGTHTQOVJGKTPQXGNV[5QDGETG CVKXGCDQWVJQY[QWVJKPMCDQWVETGCVKXKV[ JOOFKF [QWHQNNQYVJCVQPG! 6T[PGYCPFFKHHGTGPVUVTCVGIKGU CPFGPEQWTCIGQVJGTUVQFQUQCUYGNN 35
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The Manager’s Pocket Guide to Creativity
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ōCPFGXGT[QPGKUHQTEGF VQCTVKEWNCVGVJGKTOGPVCNUVTCVGIKGUYJKEJJGNRUOCMG VJGOOQTGEQPUEKQWUQHJQYVJG[VJKPMCPFVJWUDGVVGT CDNGVQVCMGEQPVTQNQHVJGKTVJQWIJVRTQEGUUGU
(CKNWTGVQ9KUJHQT/QTG +H[QWŏTGEQPVGPVYKVJVJGEWTTGPVUVCVGQHVJKPIU[QW YQPŏVHGGNVJCVETGCVKXGKVEJ%TGCVKXKV[KUPWTVWTGFD[ QRVKOKUVKEURGEWNCVKQP ő9QPFGTKHYGEQWNFUQNXGVJCV RTQDNGOŒ ő9KUJVJGTGYCUUQOGYC[VQFQVJCVŒ#PF UQVJGHCKNWTGVQYKUJHQTOQTGōHQTVJGEWTTGPVN[WPCV VCKPCDNGōKUCEQOOQPYC[VQOGUUWRETGCVKXKV[ +PXGPVQTUKVUGGOUVQOGCTGNKMGQTFKPCT[RGQRNGKPCNN TGURGEVUDWVQPG VJG[CNYC[UYKUJVJGTGYGTGCDGVVGT YC[9JGPVJG[VKGVJGKTUJQGUVJG[YKUJVJG[FKFPŏV JCXGVQVKGVJGO#PFUQVJG[VJKPMQHWUKPIDWEMNGU 36
2. Uncreative Habits
❂
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ŏVUVQRVQVJKPM VJCVYKUJHWNVJKPMKPIKUKPHCEVCXGT[XCNWCDNGVJKPI
(CKNWTGVQ6T[$GKPI%TGCVKXG +CNUQGPEQWPVGTCITGCVOCP[RGQRNGYJQHGGNVJG[ŏTG PQVETGCVKXGCPFVJGTGHQTGFQPŏVVT[VQDG9GNNKVŏUVJKU UKORNG [QWŏTGETGCVKXGKH[QWGPICIGKPETGCVKXGVJKPM KPICPF[QWCTGPŏVKH[QWFQPŏV5QHCKNWTGVQVT[KUVJG SWKEMGUVYC[VQFGTCKN[QWTETGCVKXKV[(QTVWPCVGN[C NKVVNGGHHQTVKUVJGGCUKGUVYC[VQIGVKVDCEMQPVTCEM +FQPŏVVJKPM+PGGFVQDGNCDQTVJKURQKPV#P[QPGYJQŏU IQVVGPVJKUHCTKPVJGDQQMKUENGCTN[YKNNKPIVQOCMGC EQOOKVOGPVVQETGCVKXGVJKPMKPI,WUVTGOGODGTKVKU 37
❂
The Manager’s Pocket Guide to Creativity
HCTOQTGKORQTVCPVVQFQKVVJCPVQTGCFCDQWVKV+YQPŏV DGKPUWNVGFKH[QWVQUUVJKUDQQMCUKFGCPFITCDCRGP CPFCDNCPMUJGGVQHRCRGT6JGUQQPGT[QWUVCTVIGPGT CVKPIUQOGETGCVKXGKFGCUVJGDGVVGT
(CKNWTGVQ-GGR6T[KPI 9JCVDCEMYKVJOGUQUQQP!&KF[QWCNTGCF[HKNNWR VJCVUJGGVQHRCRGTYKVJDTKNNKCPVKFGCU!2TQDCDN[PQV 0QVJKPIRGTUQPCNKVŏULWUVVJCVOQUVQHWUFQPŏVIGPGTCVG DTKNNKCPVőDTGCMVJTQWIJŒKFGCUYJGPYGHKTUVUKVFQYPVQ FQETGCVKXGVJKPMKPI+PHCEVKVŏUGCU[VQIGPGTCVGFQ\GPU QHKFGCUCPFHKPFVJCVCNNCTGVJTQYCYC[U 9JKNGKVKUGCU[VQUVKOWNCVGETGCVKXGVJQWIJVKP[QWTUGNH CPFQVJGTUVJGTGKUCDUQNWVGN[PQIWCTCPVGGVJCVKVYKNN DGRTQFWEVKXGKPCP[RTCEVKECNUGPUG+VQHVGPKUPŏVCV NGCUVPQVCVHKTUV#PFUQYGVGPFVQCDCPFQPETGCVKXG NKPGUQHVJQWIJVRTGOCVWTGN[FKUEQWTCIGFD[VJGKTNCEM QHHTWKVHWNPGUU$WVVJCVKUCDKIOKUVCMGōCPQVJGTYC[ KPYJKEJYGCNNOGUUWRETGCVKXKV[HTQOVKOGVQVKOG +HKPFKPO[ENKGPVYQTMVJCVPQITQWRECPTGNKCDN[RTQ FWEGXCNWCDNGRTQHKVCDNGEQPEGRVUWPNGUUVJG[IGPGTCVG KFGCUKPVJGJWPFTGFU#PFKPO[RGTUQPCNNKHG+ŏOQHVGP UVCTVNGFD[VJGPWODGTQHVKOGU+JCXGVQTGXKUKVCVQRKE DGHQTGJKVVKPIQPVJCVDTGCMVJTQWIJKFGC+PGGF %TGCVKXKV[UQOGVKOGUTGSWKTGUCITGCVFGCNQHJGCVVQ RTQFWEGCP[NKIJV 38
2. Uncreative Habits
❂
+H[QWMPQYVJKUDGHQTG[QWUVCTV[QWYQPŏVDGFKUEQWT CIGFD[KPKVKCNHCKNWTG;QWŏNNJCXGHCKVJKPVJGETGCVKXG RTQEGUUCPFMGGRYQTMKPICVETGCVKXGVJKPMKPIWPVKN [QWIGVUQOGVJKPIWUGHWNHQT[QWTVTQWDNG+VOKIJV VCMGCOKPWVGQTCJWPFTGFJQWTUVQCEJKGXGVJGMKPFQH DTGCMVJTQWIJ[QWPGGFōDWVGKVJGTYC[[QWECPFQKV +HGGNNKMG+ŏOIKXKPICRGRVCNMJGTGCPF+IWGUU+CO DWV+ŏXGUGGPVJGU[PFTQOGVQQOCP[VKOGU2GQRNGVJKPM VJG[ŏTGőUVWEMŒYJGPVJG[ŏXGKPXGUVGFQPN[CHGYOKP WVGUQHVJQWIJVKPCRTQDNGO#PFQTICPK\CVKQPUQHVGP CEEGRVVJGCNVGTPCVKXGUQPVJGVCDNGCHVGTKPXGUVKPIQPN[ CHGYOGGVKPIUQTYQTMUGUUKQPUKPVJGO;GVVJKUKUVJG GCUKGUVOKUVCMGVQCXQKF#NN[QWJCXGVQFQKUVT[ FQWDNKPIQTVTKRNKPI[QWTVJKPMKPIVKOGCPFUGGYJCV JCRRGPU+H[QWIGVIQQFTGUWNVUVJGPKPETGCUG[QWT VJKPMKPIVKOGCICKP VJGTGUWNVUYKNNIGVGXGPDGVVGT 6JGOQTGHCOKNKCT[QWDGEQOGYKVJVJGRTQEGUUQHETGC VKXGVJKPMKPIVJGDGVVGT[QWŏNNIGVCVGUVKOCVKPIVJGVKOG TGSWKTGFVQEQORNGVGURGEKHKEőVJKPMKPIVCUMUŒ;QWŏNN JCXGOQTGTGCNKUVKEGZRGEVCVKQPUCPFUQDGNGUUCRVVQ CDCPFQPUWEJVCUMURTGOCVWTGN[6QUVCTV[QWQHHYKVJC IWKFGNKPG+UWIIGUVDWFIGVKPICVNGCUVHKXGJQWTUHQTC OCLQTVJKPMKPIVCUM ;QWOWUVCNUQYKVJCP[VJKPMKPIVCUMIKXG[QWTUGNH VKOGHQTKPEWDCVKQP VJGKFGCFGXGNQROGPVVJCVQEEWTU 39
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The Manager’s Pocket Guide to Creativity
YJGP[QWőUKVQPCRTQDNGOŒHQTCYJKNG+PEWDCVKQPKU CPKORQTVCPVPQVVQOGPVKQPCOC\KPIRCTVQHETGCVKXG VJKPMKPIHQTKPTGNCZKPI[QWTHQEWUQPCRTQDNGO[QW ETGCVGVJGEQPFKVKQPUPGGFGFHQTHTGUJRGTURGEVKXGUQP VJGRTQDNGOVQFGXGNQR 6JGUGETGVVQKPEWDCVKPIKFGCUKUOCMKPIUWTGVQTGXKUKV VJGRTQDNGOōCPFQHVGP;QWJCXGVQMGGRYQTMKPICV KVTGPGYKPI[QWTHQEWUCPFTGKPVGPUKH[KPI[QWTGHHQTVU YKVJGCEJTGVWTPXKUKV6JKUKUXKVCNDGECWUGYJGP[QWNGV VJGRTQDNGOHCNNQWVQHHQEWU[QWOWUVPQVNQUGVQWEJ YKVJKVō[QWUJQWNFCNYC[UJCXGCNQYNGXGNCYCTGQH KVDGCDNGVQőHGGNŒKVURTGUGPEGKP[QWTOKPF#PFVJCV QPN[JCRRGPUKH[QWRWVUKIPKHKECPVOGPVCNGPGTI[KPVQ VJGRTQDNGODGHQTGJCPFōKH[QWMGGRVT[KPIVQUQNXGKV KH[QWTGXKUKVCPFTGXKUKVCICKP,WUVVQ[KPIYKVJCRTQD NGOKUCUWRGTHKEKCNCEVKXKV[ PQVJKPIUKPMUKPVQ[QWT OKPFUQYJGP[QWUGVVJGRTQDNGOCUKFGVJGTGŏU PQVJKPIVQKPEWDCVG +PETGCVKXKV[GHHQTVEQWPVU6JQOCU'FKUQPJCFCTGCUQP HQTUC[KPIő)GPKWUKURGTEGPVKPURKTCVKQPCPFRGT EGPVRGTURKTCVKQPŒ CUCPKPXGPVQTJGMPGYKVYCUVJG RNCKPVTWVJ5QDTGCMVJGDCFJCDKVQHVJKPMKPIVJGTGCTG UJQTVEWVUVQDTGCMVJTQWIJKFGCU-GGRVT[KPIWPVKN[QW HKPCNN[CEJKGXGVJCVő#JCŒGZRGTKGPEG[QWŏXGDGGP YCKVKPIHQT 40
2. Uncreative Habits
❂
(CKNWTGVQ6QNGTCVG%TGCVKXG$GJCXKQT %TGCVKXGRGQRNGCTGCDKVYGKTF;GUKVŏUVTWG#PF+ UC[VJKUGXGPVJQWIJ+FQPŏVDGNKGXGKPVJGO[VJQHVJG ETGCVKXGRGTUQPVJCVKU+FQPŏVDGNKGXGUQOGQHWUCTG ETGCVKXGCPFVJGTGUVCTGPŏV9JCV+ŏXGHQWPFKUVJCV YJGPRGQRNGCTGDGKPIETGCVKXGVJGKTDGJCXKQTUGGOU CDKVYGKTFVQQVJGTU#PFUQVQNGTCPEGQHETGCVKXGDGJC XKQTō[QWTUCPFQVJGTUōKUCOWUVKH[QWYCPVVQRTQHKV HTQOETGCVKXGVJKPMKPI +JCRRGPVQNKXGPGZVFQQTVQCPQVJGTDWUKPGUUCWVJQT 'NNKQVV%CTNKUNGYJQHKTUVIQVOGVJKPMKPICDQWVVJKU RTQDNGOQHVQNGTCPEG*GGZRTGUUGUVJGRTQDNGOYGNN KPVJGHQNNQYKPIRCUUCIGHTQOJKUDQQM/CE =+?VŏUCNOQUVKORQUUKDNGVQIGVCP[TGCNVJKPMKPI FQPGCVYQTM0QVLWUVDGECWUGQHKPVGTTWRVKQPUDWV CNOQUVOQTGKORQTVCPVN[VJGYJQNGRU[EJQNQIKECN CPFRJ[UKECNGPXKTQPOGPVKPYJKEJOCPCIGTUYQTM VGPFUVQFKUEQWTCIGEQPVGORNCVKQPCPFGPEQWTCIG CEVKXKV[6JGJKIJGTVJGNGXGNKPCPQTICPK\CVKQPVJG OQTGETKVKECNKUVJGTQNGQHTGHNGEVKQPCPFVJGNGUU KORQTVCPVVJCVQHCEVKXKV[DWVUQQHVGPYGŏXG DGEQOGEQPFKVKQPGFQPVJGYC[WRVJTQWIJVJG QTICPK\CVKQPCNTCPMU*QYOCP[DQUUGUYQWNFIKXG CYQTFQHGPEQWTCIGOGPVVQCUWDQTFKPCVGKHVJG[ YGTGVQEQOGWRQPJKOUKVVKPICVJKUFGUMEJCKT VKRRGFDCEMHQQVTGUVKPIQPCPQRGPFTCYGTCPF UVCTKPIKPVQURCEGYKVJCPCDUVTCEVGZRTGUUKQPQPJKU 41
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The Manager’s Pocket Guide to Creativity
HCEG!6JG[ŏFDGHCTOQTGNKMGN[VQCUMJKOYJCV VJGJGNNJGŏUFQKPICPFKHVJGWPHQTVWPCVGTGRNKGF ő6JKPMKPIŒJGŏFRTQDCDN[DGCFXKUGFVQUVQR VJKPMKPICPFIGVDCEMVQYQTM R ;GUOQUVUWRGTXKUQTUEQOOWPKECVGVJGő5VQRVJKPMKPI CPFIGVDCEMVQYQTMŒOGUUCIGKPOCP[YC[UGXGT[FC[ +H[QWCTGPŏVXKUKDN[RTQFWEKPIUQOGVJKPIVCPIKDNGVJGP [QWŏTGYCUVKPIVJGEQORCP[ŏUOQPG[$WVKFGCUD[VJGKT PCVWTGCTGKPXKUKDNGCPFKPVCPIKDNG5QYJGPCPFYJGTG ECPVJGRQQTGORNQ[GGUVJKPM! 9JGP+XKUKVQTICPK\CVKQPUVQHCEKNKVCVGETGCVKXKV[RTQ EGUUGU+UQOGVKOGUUWURGEVVJCVVJKUYKNNDGVJGQPN[ QRRQTVWPKV[OQUVQHVJGCVVGPFGGUYKNNIGVHQTHQEWUKPI HWNN[QPETGCVKXGVJKPMKPI'XGPKHO[XKUKVKUCVYQFC[ CHHCKT+ECPŏVJGNRYQPFGTKPIJQYVJGEQORCP[YKNNIGV CNQPIQPQPN[VYQFC[UQHETGCVKXGVJKPMKPIKPCPGPVKTG [GCTQHYQTM +HVJCVŏUVJGECUGōKHETGCVKXGVJKPMKPIKUTGUGTXGFHQT URGEKCNQEECUKQPUYJGP[QWDTKPIKPCőETGCVKXKV[GZRGTVŒ VQNGCFCVJKPMKPIUGUUKQPōVJGP[QWTQTICPK\CVKQPCPF KVUOCPCIGTUCTGOCMKPIVJGVQNGTCPEGGTTQT#PFVJG TGVTGCVōVJCVQHVGPWUGFVGTOHQTVJQUGQPGQTVYQFC[ DTCKPUVQTOKPIUGUUKQPUōKUCRVN[PCOGF(QTKVKUCDTKGH TGVTGCVHTQOCPKPVQNGTCPVGPXKTQPOGPVVJCVFQGUPQV TGEQIPK\GETGCVKXGVJKPMKPICUCXCNKFGORNQ[GGCEVKXKV[ #PFVJGRTGUETKRVKQPHQTCP[GPXKTQPOGPVHTQOYJKEJ 42
2. Uncreative Habits
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TGVTGCVKUPGEGUUCT[KUVQDGIKPőFQKPIŒETGCVKXKV[CV YQTMTKIJVKPVJGHCEGQHUWEJKPVQNGTCPEG1TICPK\CVKQPU ECPPQVRTQHKVHTQOGORNQ[GGUŏETGCVKXGRQVGPVKCNWPVKN VJGKTUWRGTXKUQTUGPEQWTCIGCPFCUMHQTETGCVKXKV[ KPUVGCFQHEGPUQTKPIKV
➠
TO RECAP:
The Nine Bad Habits
Did any of these bad habits ring a bell for you? Start working today to check them off your list of ways that you block creativity.
❑ 1. Failure to Ask Questions ❑ 2. Failure to Record Ideas ❑ 3. Failure to Revisit Ideas ❑ 4. Failure to Express Ideas ❑ 5. Failure to Think in New Ways ❑ 6. Failure to Wish for More ❑ 7. Failure to Try Being Creative ❑ 8. Failure to Keep Trying ❑ 9. Failure to Tolerate Creative Behavior 43
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The Manager’s Pocket Guide to Creativity
REFERENCES %CTNKUNG'NNKQVV /CE/E)TCY*KNN
44
3 UNDERSTANDING tHE CREATIVE PROCESS SOME PEOPLE LIKE FORMAL RTQEGUUOQFGNUYKVJ VJGKTPGCVCRRTQCEJVQCVCUM6JGTGCTGKPHCEV NQVUQHVJGUGOQFGNUKPVJGHKGNFQHETGCVKXKV[CPFRTQD NGOUQNXKPI+JCVGCNOQUVCNNQHVJGO9J[!$GECWUG VJG[CTGGXGT[QPGQHVJGONKPGCTRTQEGUUOQFGNU;QW HQNNQYVJGKTUVGRUKPUVTKEVQTFGTQPGCHVGTVJGQVJGTWPVKN [QWTGCEJVJGGPF#VYJKEJRQKPV[QWCTGUWRRQUGF VQJCXGRTQFWEGFCUQNWVKQPCUKHETGCVKXGKFGCUYGTG OCEJKPGUHCDTKECVGFQPCOGPVCNEQPXG[QTDGNV (QTIGVKV%TGCVKXGVJQWIJVFQGUPQVYQTMVJCVYC[ō PQVKPVJGNGCUV#NNVJGUGOQFGNUFQKUJKFGKPCPGCVN[ PWODGTGFUVGRVJGKTHCKNWTGVQGZRNCKPETGCVKXGVJKPMKPI 6CMGVJGEQOOQPOQFGNVJCVVGNNUWUVQ FGHKPGVJG RTQDNGO ICVJGTKPHQTOCVKQPCPF IGPGTCVGC UQNWVKQP5QWPFUNQIKECNTKIJV!$WVJQYFQYGIGPGTCVG VJGUQNWVKQP!'XGT[QPGIGVUUVWEMCVVJCVRQKPVDGECWUG VJGOQFGNJCUUKORN[RWVETGCVKXGVJKPMKPIKPCDNCEM DQZCPFNCDGNGFKVő5VGRŒ$WVKVŏUVJGMG[UVGR9JCV YGTGCNN[PGGFKUCRTQEGUUVJCVGPCDNGUWUVQCEEQORNKUJ VJKUUVGRDGVVGT 45
❂
The Manager’s Pocket Guide to Creativity
#PFUQO[OQFGN UGG'ZJKDKV KUSWKVGFKHHGTGPV+V KPXQNXGUHKXGDCUKEUVGRUDWVCUGZRNCKPGFKPVJGPGZV UGEVKQPVJGRTQEGUUHQTEQORNGVKPIVJGOKUPQVUVTKEVN[ NKPGCTLWUVCUETGCVKXGVJKPMKPIKUPQVUVTKEVN[NKPGCT#PF KVFQGUPQVőHTCOGŒETGCVKXGVJKPMKPIKPVJGUVKHHTCVKQPCN UVTWEVWTGQHRTQDNGOFGHKPKVKQPKPHQTOCVKQPICVJGTKPI QTEQORCTCVKXGCPCN[UKUQHQRVKQPU6JKUCTGCNYQTNF OQFGNōQPGVJCVYQTMUDGECWUGKVFGUETKDGUJQYGHHGEV KXGETGCVKXGVJKPMGTUTGCNN[FQVJGKTVJKPMKPI0QYNGVŏU VCMGCENQUGTNQQM
THE CREATIVE THINKING PROCESS MODEL 5VGR4GEQIPK\KPI2TGEKRKVCVKPI+PUKIJVU %TGCVKXGVJKPMKPIKURTGEKRKVCVGFD[VJGUGPUGQH RQUUKDKNKV[YGHGGNYJGPUQOGVJKPIKPQWTGZRGTKGPEG UVTKMGUWUCUKPUWHHKEKGPVN[EQORNGVGFSWGUVKQPGFQT GZRTGUUGF+VOC[DGCVJKPIYGŏTGSWKVGHCOKNKCTYKVJ GXGPCVCUMYGFQGXGT[FC[ VJCVFQGUPŏVOCVVGT 9JCVYGRGTEGKXGUWFFGPN[VCMGUQPCDTKIJVGTNKIJVC RGPGVTCVKPIQPG9GINKORUGWPFGTN[KPIRCVVGTPUCPF EQORNGZKVKGUIGVCPKPMNKPIQHVJGWPVCRRGFRQVGPVKCN VJGTG+VŏUCUKHVJGTGŏUDGGPCRQYGTUWTIGKPVJGGNGE VTKENKPGUCPFKPCUGPUGVJCVŏUVTWG VJGTGJCUDGGPC RQYGTUWTIGōKPWU5QOGECNNKVKPURKTCVKQP+RTGHGT VQECNNKVKPUKIJVFGHKPGFKPO[/GTTKCO9GDUVGTŏUCU őVJGRQYGTQTCEVQHUGGKPIKPVQCUKVWCVKQPŒ 46
3. Understanding the Creative Process
❂
EXHIBIT 3.
Creative Thinking Process Model .'#40+0)Ŗ.'#40+0)Ŗ.'#40+0)Ŗ.'#40+0)
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64#05.#6+10 .'#40+0)Ŗ.'#40+0)Ŗ.'#40+0)Ŗ.'#40+0) 47
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The Manager’s Pocket Guide to Creativity
2TGEKRKVCVKPIKPUKIJVUCTGJKIJN[KORQTVCPVDGECWUGVJG[ URCTMVJGETGCVKXGRTQEGUUUKIPCNKPIVJCVETGCVKXKV[KU RQUUKDNGCPFCRRTQRTKCVGKPCUKVWCVKQP6JG[IKXGWU FKTGEVKQPCPFXKUKQPōVJGJQRG CPFUQOGVKOGUGXGP VJGEQPXKEVKQP VJCVVJGTGŏUCDGVVGTYC[ōYJKEJKUYJCV YGPGGFHQTVJGLQWTPG[QHETGCVKXKV[VQDGIKP'XGPVJG UKORNGUVQHKPUKIJVUUWEJCUURQVVKPICUKOKNCTKV[ DGVYGGPVYQFKURCTCVGNQQMKPIVJKPIUECPNGCFVQ KPPQXCVKQPUCPFUQNWVKQPUVJGDGVVGTYC[VJCVYGJCF JQRGFHQT*QYGXGTCNNRTGEKRKVCVKPIKPUKIJVUOWUVDG IKXGPTGEQIPKVKQPCPFHWTVJGTVJQWIJVKHVJG[CTGVQNGCF CP[YJGTGCVCNN 7PHQTVWPCVGN[OQUVQHWUFQPŏVTGEQIPK\GUWEJKPUKIJVU 9GŏNNIGVCNKVVNGURCTMCDQWVUQOGVJKPI ő)GG+PGXGT PQVKEGFVJCVDGHQTGŒ CPFVJGPFKUTGICTFKVPGINGEVKPIVQ HCPVJCVURCTMKPVQHNCOGU ő1JYGNNKVRTQDCDN[FQGUPŏV OGCPCP[VJKPIŒ #PFYGFQNKVVNGVQGPEQWTCIGKPUKIJVU YJGPCNNKVVCMGUKUMGGRKPIQWTG[GUQRGPCPFQWTOKPFU CVVWPGFVQRQUUKDKNKVKGU+HYGVTWN[NQQMCVYJCVŏUKP HTQPVQHWUCPFUWURGPFQWTGXGT[FC[CUUWORVKQPU CDQWVKVVJGURCTMUECPTGCNN[HN[ +ŏOEQPXKPEGFVJCVOQUVRGQRNGECPITGCVN[KPETGCUG VJGKTETGCVKXKV[XKTVWCNN[QXGTPKIJVUKORN[D[TGEQI PK\KPIVJGKORQTVCPEGQHRTGEKRKVCVKPIKPUKIJVU9JGP [QWMPQYYJCV[QWCTGNQQMKPIHQT[QWHKPFCNQVOQTG QHKV 48
3. Understanding the Creative Process
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5VGR)GPGTCVKPI#NVGTPCVKXGU 6JGUGEQPFUVGRKPVJGETGCVKXGRTQEGUUKUVQUVCTVIGPGT CVKPICNVGTPCVKXGU#NVGTPCVKXGUCTGUKORN[FKHHGTGPV YC[UQHVJKPMKPICDQWVVJGVQRKECVJCPFōYJCVGXGT VQRKE[QWTRTGEKRKVCVKPIKPUKIJVNGF[QWVQ;QWOC[KO OGFKCVGN[IGVKPVQCRTQDNGOUQNWVKQPOQFGKPYJKEJ ECUG[QWTCNVGTPCVKXGUYKNNVCMGVJGHQTOQHUQNWVKQPU$WV VJCVKUPŏVCNYC[URQUUKDNGQTFGUKTCDNG+PUVGCF[QWOC[ JCXGVQEQPUKFGTVJGPCVWTGQHVJGVQRKEQTRTQDNGOKVUGNH +PYJKEJECUG[QWTHKTUVCNVGTPCVKXGUCTGUKORN[FKHHGTGPV XKGYUQHYJCV[QWCTGVJKPMKPICDQWVYJCV[QWYCPVVQ CEEQORNKUJVJTQWIJVJGETGCVKXGRTQEGUU (QTGZCORNGUWRRQUG[QWTVQRKEKUCPGXGT[FC[VCUM VJCV[QWPQYTGCNK\GVCMGUCNQVQH[QWTVKOG;QWECP UKORN[UC[ő6JKUVCUMKUVQQVKOGEQPUWOKPIŒCPFEQOG WRYKVJCNVGTPCVKXGUQNWVKQPUFKHHGTGPVYC[UVQFQVJG VCUM1T[QWECPNQQMCVVJGPCVWTGQHVJGVCUMCPFVJG RTQDNGO ő9JCVKUKVCDQWVVJKUVCUMVJCVTGSWKTGUUQ OWEJQHO[VKOG!+UVJGTGCNRTQDNGOVJGVCUMQTVJG EQPFKVKQPUWPFGTYJKEJ+RGTHQTOVJGVCUM!#PFYJ[ CO+UQEQPEGTPGFCDQWVVKOGVQDGIKPYKVJ!Œ$[CUMKPI UWEJSWGUVKQPU[QWUVCTVIGPGTCVKPICNVGTPCVKXGXKGYUQH VJGUKVWCVKQPCPFYJCV[QWŏTGVT[KPIVQCEEQORNKUJ VJTQWIJVJGETGCVKXGRTQEGUU 9JCVGXGTHQTO[QWTCNVGTPCVKXGUVCMGVJGKORQTVCPV VJKPIKUVQIGPGTCVGNQVUQHVJGO6JGPCVWTCNITQYVJ 49
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The Manager’s Pocket Guide to Creativity
RCVJHQT[QWTRTGEKRKVCVKPIKPUKIJVKUCDTCPEJKPIQPG 6JKPMQHVJKUUVGRCUVJGWPHQNFKPIQHCEQORNGZPGY RNCPVKP[QWTOGPVCNICTFGPCPFGPEQWTCIGCP[CPF CNNDTCPEJGUVQGOGTIGCPFITQY
5VGR/CMKPI5GNGEVKQPU #NVJQWIJYGYCPVVQIGPGTCVGOCP[CNVGTPCVKXGKFGCU CPFXKGYRQKPVUTKQVQWUITQYVJYKNNUQQPQXGTYJGNO WUKHYGFQPŏVFQUQOGLWFKEKQWURTWPKPI9GVJGTGHQTG PGGFVQUGNGEVVJGCNVGTPCVKXGUYGYCPVVQFGXGNQRCPF EWVDCEMVJGTGUV #U[QWTKFGCUOCVWTGVJKUUGNGEVKQPRTQEGUUYKNNIGPGT CNN[KPXQNXGEJQQUKPIDGVYGGPCNVGTPCVKXGUQNWVKQPUVQC ENGCTN[FGHKPGFRTQDNGO$WVKPKVKCNN[VJGRTQEGUUOC[ HQEWUQPUQOGVJKPIHCTOQTGHWPFCOGPVCN YJCVNKPGUQH VJQWIJVVQRWTUWGKPVJGSWGUVHQTCNVGTPCVKXGUQNWVKQPU 1PN[VJTQWIJTGRGCVGFE[ENGUQHITQYVJCPFRTWPKPI YKNN[QWCEJKGXGUWHHKEKGPVOCVWTKV[QHVJQWIJVVQ RTQRQUGCPFUGNGEVYGNNFGXGNQRGFQRVKQPU
5VGR4GRGCVKPI5VGRUCPF#ICKPCPF#ICKP *GTGKUYJGTGVJGTGCNYQTNFOQFGNQHETGCVKXGVJKPMKPI IGVUUQOGYJCVOGUU[1PGTQWPFQHIGPGTCVKPICNVGT PCVKXGUCPFOCMKPIUGNGEVKQPUKUTCTGN[GPQWIJ'ZRGEV VQTGVWTPVQUVGRUCPFRGTJCRUOCP[VKOGUGCEJ VKOGUGGKPIVJGRTQDNGOKPCUNKIJVN[FKHHGTGPVNKIJV 50
3. Understanding the Creative Process
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ŏXGCVVGPFGFOCP[ETGCVKXGVJKPMKPIUGUUKQPUUQOGQH VJGOFC[UNQPIKPYJKEJRCTVKEKRCPVUYGTGPGXGTRGT OKVVGFVQXQKEGCETKVKECNQRKPKQPCDQWVUQOGQPGGNUGŏU KFGCU6JCVKUVCMKPIVJGPGGFHQTUWRRQTVKXGDGJCXKQT KPITQWRUYC[VQQHCT+VWPFGTOKPGUVJGGUUGPVKCN F[PCOKEDGVYGGPETGCVKQPCPFGXCNWCVKQPVJGE[ENKECN RTQITGUUKQPVQYCTFXCNKFUQNWVKQPU+P[QWTKPFGRGPFGPV VJKPMKPICPFKPCP[ITQWRETGCVKXKV[YQTM[QWFQ[QW PGGFVQOCMGVKOGHQTDQVJIGPGTCVKXGCPFUGNGEVKXG VJKPMKPI QVJGTYKUG[QWECPPQVEQORNGVGVJGETGCVKXG E[ENGU[QWPGGFVQőITQYŒ[QWTETGCVKXGVJQWIJVUKPVQ 51
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The Manager’s Pocket Guide to Creativity
CP[VJKPIOCVWTGCPFTGUKNKGPVGPQWIJVQWUGKPVJGTGCN YQTNFQHDWUKPGUU ,WUVOCMGUWTG[QWFQPŏVETKVKEK\G RGQRNGHQTVJGKTKFGCUōQPN[VJGKFGCUVJGOUGNXGU 6JGTGKUPQőUQNWVKQPŒUVGRKPVJKURTQEGUUDGECWUGVJGTG KUPQFKUETGVGVKOGYJGPETGCVKXGVJKPMGTUUVQRVJKPMKPI CPFFGHKPGVJGUQNWVKQP VJCVŏUCFGEGRVKXGUVGRVQRWVKP CRTQEGUUOQFGN9JCVTGCNN[JCRRGPUKUVJCVYGMGGR E[ENKPIVJTQWIJCNVGTPCVKXGUCPFUGNGEVKQPUWPVKNKVLWUV őHGGNUŒTKIJVQTOCMGUUGPUGVQUVQR5QOGVKOGUKVHGGNU TKIJVDGECWUGQWTVJQWIJVRTQEGUUGUUWFFGPN[DWTUVKPVQ DNQQOIKXKPIWUQPGQHVJQUGYQPFGTHWNő#JCŒGZRGTK GPEGUQHUGGKPIJQYGXGT[VJKPIHCNNUKPVQRNCEG1VJGT VKOGUYGUNQYN[EQOGVQVJGTGCNK\CVKQPVJCVYGŏTG TGEGKXKPIFKOKPKUJKPITGVWTPUQPVJGVKOGCPFGHHQTV YGŏTGKPXGUVKPIōVJCVKVOCMGUUGPUGVQUVQRCPFUGNGEV VJGDGUVHTQOYJCVYGŏXGIQVCPFVQYQTMYKVJVJCV 'KVJGTYC[VJGETGCVKXGRTQEGUUPGXGTTGCNN[GPFU;QW LWUVFGEKFGVQUVGRQWVQHKVCPFJCTXGUVYJCVGXGTHTWKVKV JCUDQTPG+PVJGNQPITWPKVKUCNYC[URQUUKDNGVQFG XGNQRPGYGTCPFDGVVGTKFGCU%TGCVKXKV[CPFKPPQXCVKQP CTGD[XKTVWGQHJWOCPPCVWTGQPIQKPIRTQEGUUGU CPFVJGTGKUCNYC[UHWTVJGTRQVGPVKCNVQFKUEQXGT5Q CP[GPFKPIVQVJGRTQEGUUKUTGCNN[CRTCIOCVKEQPGC TCVKQPCNQTKPVWKVKXGFGEKUKQPVQUYKVEJHTQOVJGYQTNF QHVJKPMKPIVQVJGYQTNFQHFQKPI(QTCYJKNG 52
3. Understanding the Creative Process
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5VGR6TCPUNCVKPI%TGCVKXG+FGCU 1PEG[QWJCXGFGEKFGFVQUYKVEJIGCTUHTQOVJKPMKPIVQ FQKPI[QWOWUVVTCPUNCVG[QWTETGCVKXGKFGCUKPVQWUGHWN RTQFWEVU6JGGZRGEVCVKQPCVNGCUVKPDWUKPGUUKUHQT[QW VQTGEGKXGRTQHKVCDNGTGVWTPUQP[QWTKPXGUVOGPVKPETG CVKXGVJKPMKPI6JGRTQFWEVUECPDGOCP[CPFXCTKGF FGRGPFKPIWRQP[QWTKPKVKCNKPUKIJVCPFVJGEQORCP[ŏU IQCNUCPFPGGFU*GTGCTGUQOGQHVJGOQUVEQOOQP HQTOUKPVQYJKEJETGCVKXGKFGCUCTGVTCPUNCVGF PRODUCT
DEFINITION
Solutions
Answers to tough decisions or problems
Innovations
New methods or processes
Inspirations
Powerful ideas that move or motivate people
Strategies
Ways of accomplishing challenging goals
Creations
Artistic products or performances
Inventions
New devices or objects
Problems Additional Insights
Re-definitions of what you are working on Understandings; new views into the hidden nature of things
5QOGVKOGUCUVJGNCUVKVGOUWIIGUVUVJGETGCVKXGRTQEGUU [KGNFUPQVJKPIOQTGVJCPVJGDGIKPPKPIQHCPQVJGT ETGCVKXGRTQEGUU6JCVŏUYJCVKVOGCPUYJGP[QWUC[ 53
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The Manager’s Pocket Guide to Creativity
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3. Understanding the Creative Process
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KVUYGCMRQKPVU!&QGUKVGXGTHCKNQTTWPKPVQWPGZRGEVGF RTQDNGOU!*QYFQGUKVOGCUWTGCICKPUVQWTRTQLGEVKQPU HQTKVURGTHQTOCPEG!5WEJSWGUVKQPUCTGVJGUVWHHQH HWVWTGRTGEKRKVCVKPIKPUKIJVU #NUQVT[VQNGCTPUQOGNGUUQPUCDQWVVJGETGCVKXGRTQEGUU KVUGNH&KF[QWVT[CPGYDTCKPUVQTOKPIVGEJPKSWG!&KFKV JGNRVQKPENWFGRGQRNGHTQOCPQVJGTVGCOQTFGRCTV OGPV!9JKEJVJKPMKPIOGVJQFUYGTGVJGOQUVWUGHWN CPFRTQFWEVKXG!5WEJSWGUVKQPUJGNR[QWDGEQOGCP GXGPOQTGGHHGEVKXGETGCVKXGVJKPMGTVJGPGZVVKOG CTQWPF
'ZCORNGQHVJG%TGCVKXG2TQEGUU +PECUGVJKUOQFGNUGGOUCDUVTCEVVQ[QW CHVGTCNNOQF GNUCTGLWUVVJCVōCDUVTCEVKQPU JGTGŏUUQOGVJKPICDKV OQTGEQPETGVG+PVJKUGZCORNG+ŏXGUETKRVGFVJGETGCVKXG RTQEGUUHQTKPXGPVKPICPKOCIKPCT[PGYRTQFWEVECNNGF )NCFG$NCFGUōCPCOGO[YKHG*GCVJGTUWIIGUVGFVJCV UQWPFUUQIQQFVJGTGUJQWNFDGCPCEVWCNRTQFWEVHQTKV )NCFG$NCFGUCTGCUUJGKOCIKPGFVJGOKPNKPGTQNNGT UMCVGUFGUKIPGFHQTWUGQPITCUUCPFFKTVTCVJGTVJCP RCXGOGPV6JGKFGCKUVJCVRGQRNGEQWNFWUGVJGOőQHH TQCFŒNKMGVJG[FQFKTVDKMGU)TGCVKFGCōDWVTGCNN[LWUV CRTGEKRKVCVKPIKPUKIJVCUKVFQGUPŏVVGNNWUJQYVQOCMGC RTQFWEVVJCVHKVUVJKUFKUEQXGTGFPGGF 55
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The Manager’s Pocket Guide to Creativity
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3. Understanding the Creative Process
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The Manager’s Pocket Guide to Creativity
JKIJŒ6JKUXKGYQHVJGRTQDNGOYCUJGNRHWNDGECWUGKV HQEWUGFO[VJKPMKPIQPYJCVJCFGOGTIGFCUVJGMG[ FGUKIPEQPUVTCKPVōHKVVKPINCTIGQHHTQCFYJGGNUKPVQC UMCVGYKVJQWVOQXKPIVJGUMCVGTŏUEGPVGTQHDCNCPEGVQQ JKIJ9JGP+UVCTVGFVJGETGCVKXGRTQEGUU+JCFPQKFGC VJCVYCUVJGMG[KUUWGō+QPN[UCYVJGRTQDNGOKPVJCV ENGCTGTNKIJVCHVGTRTQRQUKPICPFTGLGEVKPICPWODGTQH CNVGTPCVKXGU VJGE[ENKECNRTQEGUUCVYQTM 5WEJKUVJGPCVWTGQHETGCVKXGVJQWIJVōCPFVJGTGCUQP YJ[VJGETGCVKXGRTQEGUUOQFGN+WUGCPFVJCV+CFXKUG QVJGTUVQWUGKUPQVCUVTKEVN[NKPGCTQPG
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TO RECAP:
The Creative Thinking Process Model
These are the creative thinking steps we have discussed in this chapter. Remember: this is not a “regimental” process.
❂ ❂ ❂ ❂ ❂ ❂
1. Recognizing Precipitating Insights 2. Generating Alternatives 3. Making Selections 4. Repeating Steps 2 and 3, Again and Again 5. Translating Creative Ideas 6. Learning from the Process 58
4 UNCREATIVE PROCESSES More Classic Ways We Close Off Creativity
CREATIVE PROCESSES—UGSWGPEGUQHCEVKXKVKGUVJCV CTGFGUKIPGFVQIGPGTCVGETGCVKXGVJKPMKPIōECPITGCVN[ GPJCPEGETGCVKXGDGJCXKQTKPVJGYQTMRNCEG6JG[ECP JGNRWUQXGTEQOGCNNDWVVJGOQUVUVWDDQTPTGUKUVCPEGVQ PGYYC[UQHVJKPMKPICPFFQKPI/QUVQHWUCTGCVNGCUV QRGPGPQWIJVQETGCVKXKV[VJCVYGECPIGPGTCVGUQOG IQQFKFGCUKHYGWUGYGNNFGUKIPGFRTQEGUUGUNKMGVJG QPGURTQXKFGFKPVJKUIWKFGDQQM %QPXGTUGN[WPETGCVKXGRTQEGUUGUōUGSWGPEGUQHCEVKXKVKGU VJCVNKOKVETGCVKXGVJKPMKPIōECPITGCVN[TGFWEGETGCVKXG DGJCXKQT6JG[QHVGPWPFGTOKPGGPCDNGTUCPFECPVJTQY WRUWEJHQTOKFCDNGDCTTKGTUVJCVGXGPRGQRNGYKVJUVTQPI ETGCVKXGVGPFGPEKGUCTGEQPUVTCKPGFD[VJGO /C[DG[QWŏTGUC[KPIVQ[QWTUGNHő#JDWVKPO[QTICPK \CVKQPYGFQPŏVWUGŎWPETGCVKXGŏRTQEGUUGUŒ+HUQKVŏU VKOGVQVCMGCPQVJGTNQQMCV[QWTQTICPK\CVKQP 59
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The Manager’s Pocket Guide to Creativity
UNCREATIVE PROCESSES—EVERYWHERE 5GGKPIVJG1DXKQWUCPF/QTG 6Q\GTQKPQPCPWPETGCVKXGRTQEGUUVJKPMCDQWVVJQUG UVCHHQTVGCOOGGVKPIUYJQUGVKIJVCIGPFCTGUVTKEVU FKUEWUUKQPVQRKEUNKOKVUVJGVKOGIKXGPVQCVQRKECPF URGEKHKGUCPQTFGTKPYJKEJVQRKEUYKNNDGCFFTGUUGF 6JCVCIGPFCOCRUQWVCRQYGTHWNN[WPETGCVKXGRTQEGUU +VMGGRURGQRNGHTQOUVTC[KPIQHHVJGVQRKEYJKEJOGCPU VJG[CTGRTGXGPVGFHTQOFQKPICP[URGEWNCVKXGVJKPMKPI QTOCMKPIWPGZRGEVGFEQPPGEVKQPU+VDNQEMUWPCPVKEK RCVGFVJQWIJVUōCPFETGCVKXGVJQWIJVUCTGCNYC[U WPCPVKEKRCVGF+VEWVUQHHFKUEWUUKQPUQGPVKTGN[VJCVPQ QPGECPTGVWTPVQCVQRKECHVGTKVJCUőKPEWDCVGFŒNQPI GPQWIJHQTCPGYCPINGVQEQOGVQOKPF+PUJQTVKV CEVKXGN[GPHQTEGUCPWPETGCVKXGCRRTQCEJ %QPUKFGTCRTQEGUUYGCNNMPQYōDTCKPUVQTOKPI+VJCU CURGEKHKEUGSWGPEGQHCEVKXKVKGUCPFURGEKHKETWNGUQHDG JCXKQT(KTUV[QWFGXGNQRCRTQDNGOUVCVGOGPVYJCV [QWCTGVQVJKPMCDQWV5GEQPF[QWCITGGVJCVGXGT[QPG YKNNHTGGCUUQEKCVGVQIGPGTCVGKFGCUCP[VJKPICVCNN CPF[QWTGEQTFVJGOQPCHNKREJCTV6JKTF[QWCITGG VQGZCOKPGVJGUGKFGCUYKVJCETKVKECNG[GNCVGTCHVGT [QWŏXGIGPGTCVGFNQVUQHVJGOKPCPWPETKVKECNCVOQU RJGTG6JCVŏUQDXKQWUN[CITQWRRTQEGUUCPFDGECWUG KVŏUFGUKIPGFVQIGPGTCVGKFGCUKVŏUCETGCVKXGRTQEGUU 60
4. Uncreative Processes
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The Manager’s Pocket Guide to Creativity
WORKSHEET: GROUP MEETING PLANNER Fill in this worksheet to make your next meeting more creative.
1. Of all the possible agenda items, which single topic is in greatest need of fresh, creative thinking? ___________________________________________________________________________________ ___________________________________________________________________________________
2. What is the most time the group can devote to this topic? ___________________________________________________________________________________ (Now you have the information you need to redefine your agenda so you can focus the group where it will do the most good.)
3. Who is most likely to voice creative or controversial views on this topic? (Include anyone who fits the description.) ___________________________________________________________________________________ ___________________________________________________________________________________
4. Who is most likely to discourage or criticize creative views on this topic? (You’re a contender for these questions too.) ___________________________________________________________________________________ ___________________________________________________________________________________ (Now you have determined who should speak first on the topic [see 3] and who should speak last, if at all [see 4]. Be sure to structure the discussion so as to proceed in this order.)
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4. Uncreative Processes
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The Manager’s Pocket Guide to Creativity
✂ CP
UTTING THE UNCREATIVE OUT OF
ROCESSES: Asking for Creative Ideas
One classic way we close off creativity in meetings is by failing to ask members for creative ideas. Correcting this problem largely involves paving the way for enquiry—the focus of these guidelines and suggestions.
GUIDELINES AND SUGGESTIONS Asking for creative ideas will be far easier and much more productive if you have taken these initial steps: • Making the meeting safe for creativity • Making time for enquiry To make the meeting safe for creativity, signal clearly that you’re switching gears to a relaxed, supportive, nonjudgmental period of enquiry. If you normally sit at the head of the meeting table, do something to break up that authoritarian dynamic. Move to a vacant seat halfway down the table; or sit on the floor; or invite someone to lead a 10-minute brainstorming session. Try breaking the group into pairs for a quick ideation session, and join the most junior member yourself; then have each pair report their ideas to the group, and encourage an unguided discussion based on the ideas. Yes, such things add time to your meeting. That’s the reason why you must also make time for enquiry. To make time for enquiry, cut the other stuff on the agenda by half. Limit progress reports to one minute each—details can always be conveyed in writing or E-mail. Cut your opening comments, and impose a tough oneor two-minute limit on yourself. Axe all but the most important agenda items. This might seem a ruthless approach, but if you try it, you may see how much deadwood actually ends up in meetings—stuff that chokes the growth of creativity because no light can get into the process and foster that growth.
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5 THE BUILDING BLOCKS OF CREATIVITY IT IS OFTEN DESIRABLE VQYGCTCHCEKNKVCVQTŏUJCVō PQVQPN[YJGP[QWCTGGPEQWTCIKPICITQWRVQDGOQTG ETGCVKXGDWVCNUQYJGP[QWCTGDQQUVKPI[QWTETGCVKXKV[ QTVJCVQHCPQVJGTKPFKXKFWCN6JKUEJCRVGTRTGRCTGU[QW HQTVJCVTQNGD[RTGUGPVKPIOCP[WUGHWNCEVKQPUCPF UVTCVGIKGUHQTHCEKNKVCVKPIETGCVKXGVJKPMKPI7UGVJGUG CUDWKNFKPIDNQEMUQHETGCVKXKV[EQODKPKPIVJGOVQHQTO [QWTQYPETGCVKXGRTQEGUUGUQTVQOCMGGZKUVKPIITQWR CPFKPFKXKFWCNYQTMRTQEGUUGUOQTGETGCVKXG 6JGDNQEMUEQOGKPCXCTKGV[QHUJCRGUCPFUK\GU6JGTG CTGJCPF[NKVVNGRKGEGUNKMGTGNGXCPVSWQVGUVJCVHQEWUQP ETGCVKXKV[;QWECPOCMGCPQXGTJGCFHTQOQPGQHVJGUG VQWUGKPCRTGUGPVCVKQPQTVTCKPKPIUGUUKQPQT[QWECP JCXGQPGOCFGKPVQCDCPPGTCVCEQR[UJQRCPFRQUV KVKPVJGEQPHGTGPEGTQQOHQT[QWTPGZVVGCOOGGVKPI 1VJGTOQTGUWDUVCPVKCNDNQEMUKPENWFGVJGENCUUKERTQ EGUUDTCKPUVQTOKPI;QWECPWUGVJCVDNQEMVQKPKVKCVGC VGPQTVYGPV[OKPWVGRGTKQFQHPQPETKVKECNHTGGCUUQEKC VKQPCURCTVQHCITQWRGXGPVQTOGGVKPI6JCVŏULWUVVJG UVCTV9KVJCUGVQHDNQEMUUWEJCUVJGUG[QWŏTGNKOKVGF QPN[D[[QWTKOCIKPCVKQP 65
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The Manager’s Pocket Guide to Creativity
CREATIVITY QUOTES
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5. The Building Blocks of Creativity
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The Manager’s Pocket Guide to Creativity
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FREE ASSOCIATION AND “CREATIVE ASSOCIATION”
(TGGCUUQEKCVKQPKUCXCNWCDNGCKFVQETGCVKXGVJKPMKPI HQTKVJGNRUWUOCMGEQPPGEVKQPUYGQVJGTYKUGOKIJV 68
5. The Building Blocks of Creativity
❂
PQVUGG*QYGXGTKVURTCEVKEGCUTGNCVGFVQRU[EJQ CPCN[UKUKUYGNNDG[QPFQWTRWTRQUGJGTG9GFQPŏVPGGF VJGYJQNGUCNGGZRNQTCVKQPQHEQPUEKQWUPGUUVJCVUWEJ KFGCCUUQEKCVKQPECPNGCFWUVQ(QTETGCVKXKV[KPVJG DWUKPGUUURJGTGYGTGSWKTGCOQTGHQEWUGFCPFIQCN QTKGPVGFCRRTQCEJ YGYCPVCP[KFGCUVJCVCTGTGNCVGFVQ VJGVQRKECVJCPFKPENWFKPIOCP[VJCVCTGTGNCVGFVQKVKP PQPQDXKQWUYC[U9GCNUQPGGFCNQVQHVJGUGKFGCUHQT CUOCNNTCPFQOUCORNGYQPŏVJGNRWUQPVJGRTQDNGO UQNXKPIHTQPV6JWUYGYCPVVQFGXGNQRVJGCTVQHHTGG CUUQEKCVKPIOCP[NGUUQDXKQWUDWVTGNCVGFKFGCU+ECNN VJKUCRRTQCEJETGCVKXGCUUQEKCVKQP +PETGCVKXGCUUQEKCVKQP[QWHTGGCUUQEKCVGUQCUVQUWTHCEG VJGOCP[RCVVGTPUCPFTGNCVKQPUJKRUVJCVUWTTQWPF[QWT VQRKECPFNGCFQWVHTQOKVDTKPIKPIVQNKIJVTGNCVGFKFGCU CNQPIVJGYC[6JKUCRRTQCEJKUHCEKNKVCVGFD[VJGOKPFŏU VGPFGPE[VQRTQFWEGKFGCUCPFTGVTKGXGOGOQTKGUKP ITQWRUDCUGFQPRCVVGTPUVJCVNKPMVJGO6JGRCVVGTPU ECPDGHQTOCNCPFEQPUEKQWUōCUYJGPYGTGECNNVJCV TGFDNWGCPF[GNNQYCNNDGNQPIVQCITQWRECNNGF őEQNQTUŒ6JG[ECPCNUQDGNGUUEQPUEKQWUGXGPCEEKFGP VCNōCUYJGPYGVJKPMQHőUJGNNŒCPFőDGNNŒKPTGURQPUG VQVJGYQTFőUGNNŒLWUVDGECWUGCNNVJGUGYQTFUTJ[OG #PCEEKFGPVCNQTUGEQPFCT[CUUQEKCVKQPUWEJCUVJKUQPG EWVUCRCVJCETQUUVJGOQTGQDXKQWU CPFIGPGTCNN[OQTG WUGHWN OCKPECVGIQTKGUEQPPGEVKPIUGGOKPIN[WPTGNCVGF KFGCUCPFITQWRKPIVJGOKPPGYECVGIQTKGU 69
❂
The Manager’s Pocket Guide to Creativity
(QTCUKORNGRTCEVKEGCEVKXKV[KPETGCVKXGCUUQEKCVKQPVCMG CYQTFōUQOGVJKPICUUQEKCVGFYKVJCRTQDNGOQTKUUWG CVYQTMKUIQQFōCPFVT[VQHKPFHKXGQTOQTGCUUQEKCVKQP RCVJYC[UHTQOKV(QTGZCORNGNGVŏUVCMGVJGYQTFőNCVGŒ CPFUGGJQYOCP[FKHHGTGPVRCVJYC[U+ECPHKPFVJCV NGCFWUHTQOVJKUYQTFVQTGNCVGFKFGCU 1RRQUKVGURTQXKFGCPQDXKQWURCVJYC[HQTIGPGTCVKPI őGCTN[ŒCPFYQTFUCUUQEKCVGFYKVJKVUWEJCUőCJGCFŒ CPFőDGJKPFŒ2TQDNGOUDCUGFQPDGKPINCVGCTGCP QVJGTQDXKQWURCVJYC[NGCFKPIWUVQőUGTXKEGŒőVCTFK PGUUŒőRC[OGPVUŒCPFőECUJHNQYŒ4J[OGUCTGCIQQF UVCPFD[YJGPGXGT[QWIGVUVWEM HQTGZCORNGőFCVGŒ őICVGŒCPFőTCVGŒōVJGNCVVGTQHYJKEJDTKPIUWUCETQUU VJGUGEQPFRCVJYC[EQPEGTPKPINCVGRC[OGPVUCPF ECUJHNQYKUUWGUUKPEGNCVGHGGUCTGGUUGPVKCNN[VJGTCVG EJCTIGFEWUVQOGTUHQTRC[KPINCVG5QYGKOOGFKCVGN[ JCXGGUVCDNKUJGFVJTGGCUUQEKCVKQPRCVJYC[U 9GECPDWKNFCHQWTVJRCVJYC[D[CUUQEKCVKPIHTQO QPGQHVJGTJ[OKPIYQTFUUWEJCUőICVGŒYJKEJ NGCFUWUVQőFQQTYC[ŒőHGPEGŒőICTFGPŒCPF UVTCPIGN[GPQWIJőJQTUGUŒ UKPEGJQTUGUUVCTVTCEGU HTQOICVGU (QTGXGPOQTGRCVJYC[UYGECPVT[ EQODKPKPIYQTFUYGJCXGCNTGCF[IGPGTCVGFUWEJ CUőICVGŒCPFőNCVGŒ6JG[UWIIGUVőOKUUKPICRNCPGŒ CPFőIGVVKPIUVWEMŒCVVJGICVGHQTGZCORNG CPFHTQO VJGTGYGOQXGVQYQTFUUWEJCUőVKEMGVŒőVTCHHKELCOŒ CPFőOKUUGFOGGVKPIUŒ 70
5. The Building Blocks of Creativity
❂
6QTGECRVJGUGCTGVJGHKXGRCVJYC[UYGFKUEQXGTGF
1RRQUKVGU 2TQDNGOUDCUGFQPVJGMG[YQTF 4J[OGU #UUQEKCVKQPUHTQOCYQTFCNTGCF[IGPGTCVGF #UUQEKCVKQPUHTQOCEQODKPCVKQPQHYQTFU CNTGCF[IGPGTCVGF
6JGTGCTGOCP[QVJGTRCVJYC[UNGCFKPIHTQOőNCVGŒ+H [QWYCPVVQRTCEVKEGETGCVKXGCUUQEKCVKQPVT[VQFQWDNG QTVTKRNGO[PWODGT VJGPNKUVCNNVJGYQTFUQTKFGCU VJGUGRCVJUNGCF[QWVQ*GTGŏUO[NKUV GCTN[ CJGCF DGJKPF UGTXKEG VCTFKPGUU
RC[OGPVU ECUJHNQY FCVG ICVG TCVG
NCVGHGGU FQQTYC[ HGPEG ICTFGP JQTUGU
OKUUKPICRNCPG IGVVKPIUVWEM VKEMGV VTCHHKELCO OKUUGFOGGVKPIU
#U[QWECPUGG[QWIGVCNQPINKUVKPIQHYQTFUVJCVCTG TGNCVGFVQ[QWTMG[YQTFKHQPN[HQTCEEKFGPVCNTGCUQPU
+H[QWFQETGCVKXGCUUQEKCVKQPQPCUGTKGUQHYQTFUUWEJ CUCQPGUGPVGPEGRTQDNGOUVCVGOGPV[QWYKNNIGVCNKUV QHNQPIGTKFGCUCPFRJTCUGUVJQWIJVJGRTQEGUUTGOCKPU VJGUCOG 5WEJNKUVUCTGYJCVETGCVKXKV[OGVJQFUNKMG DTCKPUVQTOKPICKOVQIGPGTCVG1PEG[QWIGVIQQFCV ETGCVKXGCUUQEKCVKQP[QWYKNNHKPFVJCVDTCKPUVQTOKPI CPFVJGOCP[QVJGTOGVJQFU+EQXGTKPVJGDQQMCTG JGNRHWNKPETGCVKPICPFWUKPINKUVUQHCUUQEKCVGFKFGCU 71
❂
The Manager’s Pocket Guide to Creativity
&GXGNQRGFD[#NGZ1UDQTPKP VJGUVJKUVGEJPKSWGKU BRAINSTORMING VTCFKVKQPCNN[WUGFVQJGNR ITQWRUQHUKZVQVYGNXGRGQRNG HTGGCUUQEKCVGKFGCUUWIIGUVGFD[CRTQDNGOUVCVGOGPV #HCEKNKVCVQTQTTGEQTFGTEQOOQPN[UVCPFUCVCDQCTFQT HNKREJCTVCPFTGEQTFUKFGCUCUITQWROGODGTUXGTDCNK\G KFGCUKPVJGKTTCYHQTOCUSWKEMN[CUVJG[QEEWT
TRADITIONAL
1UDQTPFTGYWRCUGVQHHQWTTWNGUVJCVKPETGCUGRGQRNGŏU YKNNKPIPGUUVQUJCTGVJGKTKFGCUYKVJVJGITQWR7UWCNN[ VJGHCEKNKVCVQTUVCVGUQTRQUVUVJGUGTWNGUCVVJGUVCTV QHCDTCKPUVQTOKPIUGUUKQPōCPFKHPGEGUUCT[RQNKVGN[ EQTTGEVUCP[QPGYJQXKQNCVGUVJGO*GTGCTGVJGTWNGU CU+HTGSWGPVN[UVCVGVJGOHQTITQWRU *KCO
0QETKVKEKUOQHCP[KFGCU5CXGETKVKEKUOUHQTVJG GXCNWCVKQPUVCIG
9KNFKFGCUCTGGPEQWTCIGF5C[YJCVGXGTEQOGU VQOKPF
3WCPVKV[PQVSWCNKV[)GPGTCVGCUNQPICNKUVCU RQUUKDNG
0QRTQRTKGVCT[KFGCU%QODKPKPIKFGCUQT DWKNFKPIQPUQOGQPGGNUGŏUKFGCKUGPEQWTCIGF
6JGHCEKNKVCVQTWUWCNN[YTKVGUVJGRTQDNGOUVCVGOGPV HQTVJGITQWROCMKPIVJKUCHCKTN[FKTGEVKXGOGVJQF+ UQOGVKOGUDTGCMVJCVTWNGCPFCUMVJGITQWRVQUVCTVD[ 72
5. The Building Blocks of Creativity
❂
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őQWVQHVJGDQZŒRTQDNGOFGHKPKVKQPVJCV UGVUWUQHHKPCPGYCPFOQTGRTQFWEVKXGFKTGEVKQP UGG %JCRVGTHQTFGVCKNUQPVJG+PUKIJVUVCIG 1PEGVJGITQWRJCUFGXGNQRGFCRTQDNGOUVCVGOGPV+ NGCFOGODGTUKPVQQPGQTOQTGDTCKPUVQTOKPIUGUUKQPU KPYJKEJYGIGPGTCVGKFGCUTGNCVGFVQVJGRTQDNGOōCUKP VTCFKVKQPCNDTCKPUVQTOKPI6JGUGUGUUKQPUOC[NCUVHTQO HKXGVQHKHV[OKPWVGUFGRGPFKPIWRQPJQYRTQFWEVKXG VJGITQWRUGGOUVQDG6JGHCEKNKVCVQTŏUIQCNKUVQMGGR RTQFFKPIVJGITQWRHQTKFGCUWPVKNKVTGCEJGUVJGRQKPV QHFKOKPKUJKPITGVWTPU'ZRGTKGPEGFITQWRUQHETGCVKXG RGQRNGOC[DGCDNGVQHTGGCUUQEKCVGHQTJQWTUQPGPF CPFUQVJGETGCVKXGFGRCTVOGPVUQHCFCIGPEKGUWUGNQPI 73
❂
The Manager’s Pocket Guide to Creativity
UGUUKQPU$WVOQUVGORNQ[GGITQWRUTWPFT[CHVGTHKHVGGP QTVYGPV[OKPWVGUUQDGECTGHWNPQVVQQXGTFQKV 6JKUKUVJGVGTO+WUGHQTVJG KPHQTOCNHTGGYJGGNKPIUV[NG QHTGUGCTEJ+NKMGVQFQKPVJG GCTN[UVCIGUQHCP[RTQLGEV QTRTQEGUU7PNKMGVTCFKVKQPCNDGPEJOCTMKPI KPYJKEJ [QWECTGHWNN[KFGPVKH[CőDGUVQHENCUUŒGZCORNGQHC RTQFWEVQTRTQEGUUUVWF[KVCPFOQFGN[QWTUGNHCHVGTKV GZRNQTCVQT[DGPEJOCTMKPIKUCVVWPGFVQUGGMKPIPQXGN CRRTQCEJGUVQCUWDLGEV;QWICVJGTCJQFIGRQFIGQH TGCNYQTNFGZCORNGUPQVCNNQHYJKEJPGEGUUCTKN[TGNCVG VQ[QWTUWDLGEVOCVVGTCPFVJGPHKPFQWVLWUVGPQWIJ KPHQTOCVKQPCDQWVVJGOVQIGVVJGIKUVQHYJCVVJG[CTG CDQWVQTJQYVJG[YQTM+VŏUCSWKEMUYGGRKPIRTQEGUU
EXPLORATORY BENCHMARKING
(QTGZCORNGNGVŏUUC[[QWJCXGVQFGUKIPVJGYGCVJGT UVTKRRKPIHQTVJGFQQTUQHCPGYCWVQOQDKNG+PCHQTOCN DGPEJOCTMKPIRTQEGUU[QWOKIJVHKTUVUGCTEJQWVVJG EQORGVKVQTŏUOQFGNYKVJVJGőDGUVŒYGCVJGTUVTKRRKPI CEEQTFKPIVQEWUVQOGTRTGHGTGPEGVJGPTGXGTUGGPIKPGGT KVVQHKPFQWVYJCVOCMGUKVVJGDGUV$WVKPGZRNQTCVQT[ DGPEJOCTMKPI[QWYQWNFICVJGTCYKFGXCTKGV[QHCN VGTPCVKXGFGUKIPUCUSWKEMN[CURQUUKDNGNQQMKPICUHCT HTQO[QWTKPFWUVT[CPFCRRNKECVKQPCURQUUKDNGKPQTFGT VQGPUWTGCFKXGTUKV[QHKFGCU;QWOKIJVUMGVEJVJGFG UKIPUQHYGCVJGTUVTKRRKPIUWUGFQPCKTRNCPGFQQTUDQCV 74
5. The Building Blocks of Creativity
❂
JCVEJGUCPFUM[NKIJVUKPQTFGTVQEQNNGEVUQOGőQWVQH VJGDQZŒCNVGTPCVKXGU;QWOKIJVGXGPNQQMCVQVJGTUQTVU QHUGCNUUWEJCUVJGNKFQHCPQNFHCUJKQPGF/CUQPLCT VJGőUMKTVŒWUGFVQMGGRYCVGTQWVQHCMC[CMVJGUGCOU QHURCEGUWKVUCPFVJGőHGGVŒQHUPCKNU 6JGRTQFWEVQHGZRNQTCVQT[DGPEJOCTMKPIKUCPGEEGPVTKE EQNNGEVKQPQHFGUKIPUQTQVJGTKFGCUVJCVOC[QTOC[PQV DGFKTGEVN[TGNGXCPVVQ[QWTUWDLGEVDWVCTGEGTVCKPN[KP URKTCVKQPCNCU[QWUGGMPGYCRRTQCEJGUVQVJGUWDLGEV +FGXGNQRGFVJKUOGVJQFVQ JGNRITQWRUGZRNQTGEQORNGZ BRAINSTORMING RTQDNGOUQTRTQLGEVU+VWUGU VJGHTGGCUUQEKCVKQPTWNGUQH DTCKPUVQTOKPIVQIGPGTCVGCUOCP[UWDRTQDNGOUCURQU UKDNG5VCTVD[FKURNC[KPICPFTGCFKPICHQTOCNUVCVGOGPV QHVJGRTQDNGOVQVJGITQWR6JGPRQKPVQWVVJCVRTQD NGOUVCVGOGPVUVGPFVQDGHCKTN[CDUVTCEVCPFECPQHVGPDG DTQMGPFQYPKPVQőUWDRTQDNGOUŒQTEQORQPGPVRCTVU #UMVJGITQWRVQURGPFHKXGOKPWVGUDTCKPUVQTOKPICU OCP[UWDRTQDNGOUCURQUUKDNGWUKPIVJGő0QETKVKEKUOŒ TWNGHTQOVTCFKVKQPCNDTCKPUVQTOKPI9TKVGGXGT[VJKPI VJGITQWRQHHGTUFQYPQPCDQCTFQTCHNKREJCTVCU CEEWTCVGN[CURQUUKDNGYKVJQWVGFKVKPI
BREAK-DOWN
6JGRTQFWEVQHDTGCMFQYPDTCKPUVQTOKPIKUCNGPIVJ[ NKUVQHUWDRTQDNGOU5QOGQHVJGUGYKNNDGXGT[JGNRHWN 75
❂
The Manager’s Pocket Guide to Creativity
KPHQTOWNCVKPIETGCVKXGUQNWVKQPUVQVJGOCKPRTQDNGO DGECWUGVJG[YKNNUWTHCEGCURGEVUQHVJGRTQDNGOQT UWIIGUVEQORQPGPVUQHVJGUQNWVKQPVJCVYGTGPQVXKUKDNG VQVJGITQWRYJGPKVVCEMNGFVJGRTQDNGOQPCJKIJGT NGXGN6JGOGVJQFECPCNUQDGWUGFD[KPFKXKFWCNU +QPEGYQTMGFQPCPKPVTCRTG PGWTUJKRVGCOYJQUGVCUM YCUVQFGXGNQRJKIJITQYVJ GPVTGRTGPGWTKCNDWUKPGUUWPKVU HQTCNCTIGEQPUGTXCVKXGHTGKIJVVTCPURQTVCVKQPEQORCP[ 6JGKFGCOCFGIQQFUGPUGDGECWUGVJGEQORCP[YCU SWKVGFGRGPFGPVWRQPCRQTVHQNKQQHOCVWTGJKIJ EQORGVKVKQPDWUKPGUUGUCPFKVUDQCTFTGEQIPK\GFVJCVKV OWUVGPVGTUQOGPGYGTOCTMGVUVQCEJKGXGJKIJITQYVJ $WVVJGDQCTFCNUQJCFVJGYKUFQOVQMPQYKVEQWNFPŏV OCPCIGCPGYUQHVYCTGHKTOQTCP[VJKPIGNUGVJCVYCU VQQHCTCHKGNFHTQOHTGKIJVVTCPURQTVCVKQP9JCVGXGTVJG PGYDWUKPGUUGUYGTGVQDGVJG[JCFVQVCMGCFXCPVCIG QHUQOGUVTGPIVJUVJGEQORCP[CNTGCF[RQUUGUUGF
COMBINATION BRAINSTORMING
6JKUECUGYCURGTHGEVHQTEQODKPCVKQPDTCKPUVQTOKPI COGVJQF+FGXGNQRGFKPYJKEJ[QWFGHKPGVJGRTQDNGO CUő(KPFKFGCUVJCVKPENWFGZŒ(QTGZCORNGVJGHTGKIJV VTCPURQTVCVKQPEQORCP[YCUGURGEKCNN[IQQFCVTWPPKPI HNGGVUQHVTWEMUUQCYQTVJYJKNGSWGUVKQPVQRWTUWGYCU ő#TGVJGTGKFGCUHQTPGYDWUKPGUUGUVJCVKPENWFGVJGWUG QHCHNGGVQHVTWEMU!Œ 76
5. The Building Blocks of Creativity
❂
6QDTCKPUVQTOHQTGPVTGRTGPGWTKCNEQPEGRVUVJCVEQODKPG UQOGVJKPIETGCVKXGYKVJVTWEMU[QWECPWUGCRTQDNGO UVCVGOGPVNKMGVJGHQNNQYKPI 6TWEMHNGGVCPF ______________________________! 6JKURTQDNGOUVCVGOGPVHQTEGUETGCVKXGVJKPMKPIVQHQEWU QPYC[UQHEQODKPKPIVJGGZKUVKPICUUGVQTUVTGPIVJ KP VJKUECUGHNGGVUQHVTWEMU YKVJQVJGTKFGCUVQHQTOCNKUV QHPQXGNRQUUKDKNKVKGU7UGKVCU[QWOKIJVCVTCFKVKQPCN DTCKPUVQTOKPIRTQDNGOUVCVGOGPV(QNNQYVJGDCUKE DTCKPUVQTOKPITWNGUKHKPCITQWRQTKHCNQPGFQYJCV GXGT[QWPGGFVQKPQTFGTVQHTGGCUUQEKCVGYKFGN[ 6QFGOQPUVTCVGVJKUOGVJQF+ŏNNFQCNKVVNGEQODKPCVKQP DTCKPUVQTOKPIQPVJGCDQXGRTQDNGOUVCVGOGPV*QY CDQWVCUPQYRNQYKPIDWUKPGUU RQTVCDNGEQORWVGTNCDU KPVTWEMUVJCVTGPVGSWKROGPVCPFUGTXKEGUD[IQKPIVQ VJGEWUVQOGT QTCUCOGFC[FKUVTKDWVKQPU[UVGOHQTCP +PVGTPGVECVCNQIUCNGUEQORCP[!9JCVCDQWVőICOG VTWEMUŒNQCFGFYKVJVJGNCVGUVGNGEVTQPKECTECFGICOGU VJCVIQVQRCTVKGUQTUGVWRKPOCNNRCTMKPINQVUQTCTG ETGCVKQPQHQNFHCUJKQPGFHKTUVENCUUTCKNVTCPURQTVYKVJ UNGGRGTDWPMUCPFHKPGFKPKPITQQOUōCNNKPUKFGJWIG VTWEMU#PFUQHQTVJ;QWVCMGKVHTQOJGTG 6JGCFXCPVCIGQHVJKUőCPF __________ !ŒEQPUVTWEVKQP KUVJCVKVHQEWUGUVJGDTCKPUVQTOKPIQPKFGCUVJCVOGGV VJGEQODKPCVKQPETKVGTKQPōVJCVFQUQOGVJKPIPGYCPF 77
❂
The Manager’s Pocket Guide to Creativity
ETGCVKXGYKVJCPGZKUVKPIUVTGPIVJQTCUUGV6JGTGUWNV KUCOQTGRTCEVKECNCPFőFQCDNGŒNKUVQHKFGCUVJCP[QW YQWNFIGVHTQOVTCFKVKQPCNDTCKPUVQTOKPI 9GVQWEJGFWRQPVJKUUWDLGEV GCTNKGTKP%JCRVGT+H[QW TGECNNKPEWDCVKQPKUVJGKFGC FGXGNQROGPVVJCVQEEWTUYJGP[QWőUKVQPCRTQDNGOŒ HQTCYJKNG6JGGZVTCQTFKPCT[XCNWGQHVJKUDWKNFKPI DNQEMKUYGNNGZRTGUUGFD[$GTVTCPF4WUUGNN
INCUBATION
+H+JCXGVQYTKVGWRQPUQOGTCVJGTFKHHKEWNVVQRKE VJGDGUVRNCPKUVJKPMCDQWVKVYKVJXGT[ITGCV KPVGPUKV[ōVJGITGCVGUVKPVGPUKV[YKVJYJKEJ+CO ECRCDNGōHQTCHGYJQWTUQTFC[UCPFCVVJGGPF QHVJCVVKOGIKXGQTFGTUUQVQURGCMVJCVVJGYQTM KUVQRTQEGGFWPFGTITQWPF#HVGTUQOGOQPVJU+ TGVWTPEQPUEKQWUN[VQVJGVQRKECPFHKPFVJGYQTM JCUDGGPFQPG 6JKUKUCNUQCHKPGFGUETKRVKQPQHJQYVQWUGKPEWDCVKQP QHVJGKPVGPUGHQEWUCPFGHHQTVKVTGSWKTGUKPQTFGTVQ VJQTQWIJN[FTGPEJVJGOGPVCNUQKNUQH[QWTETGCVKXG ITGGPJQWUGKPVJGRTQDNGO 1HEQWTUGYQTMRNCEGRTGUUWTGUEQPURKTGCICKPUVUWEJKP VGPUKV[0QUQQPGTFQYGIGVUVCTVGFQPCVQWIJRTQDNGO VJCPCPGYOGUUCIGTGRQTVQTQTFGTFKUVTCEVUWU6JWU CP[QPGYJQYCPVUVQKPEWDCVGCPKORQTVCPVRTQDNGO GHHGEVKXGN[OWUVVCMGURGEKCNECTGVQőVJKPMCDQWVKVYKVJ 78
5. The Building Blocks of Creativity
❂
XGT[ITGCVKPVGPUKV[ŒKIPQTKPIVJGRTGUUWTGUVQőOWNVK VCUMŒKPUVGCFQHHQEWUQPN[QPVJGRTQDNGO 1PGRTCEVKECNKORNKECVKQPQHVJKUKPUKIJVKUVJCVYG UJQWNFUEJGFWNGQWTQYPGHHQTVUQPKORQTVCPVVQRKEU KPFC[UKPUVGCFQHJQWTUQTOKPWVGU(QTGZCORNGKH [QWFGXQVGQPGHWNNFC[VJKUYGGMVQUVWF[KPICEWUVQ OGTUGTXKEGRTQDNGOCPFUEJGFWNGCPQVJGTFC[VYQ YGGMUNCVGTHQTFTCHVKPICUQNWVKQPVJGP[QWYKNNVCMG HWNNCFXCPVCIGQHKPEWDCVKQPCPF[QWTKFGCUYKNNDGYGNN FGXGNQRGFCPFETGCVKXG;GVOQUVQHWUYQWNFRWVOWEJ OQTGVJCPVYQFC[UKPVQUWEJCRTQDNGOYKVJQWVCEEQO RNKUJKPICP[VJKPIETGCVKXGDGECWUGYGŏFDTGCMWRVJCV VKOGKPVQFQ\GPUQHUJQTVGHHQTVUKPUVGCF %[ENKECNETGCVKXKV[KUCVQQN+WUG VQJGNRVGCOUKPEWDCVGKFGCU+V KPXQNXGUHGYGTDWVNQPIGTYQTM UGUUKQPUWUWCNN[QHHUKVGQTWPFGT őNQEMFQYPŒQTFGTUVQRTGXGPVKPVGTTWRVKQPU6JGUGKP VGPUKXGUGUUKQPUCTGRWPEVWCVGFD[UGXGTCNFC[DTGCMU FWTKPIYJKEJVGCOOGODGTUKPEWDCVGKFGCUCUUQEKCVGF YKVJCIKXGPRTQDNGO+PVJGHKTUVKPVGPUKXGUGUUKQP+ TGEQOOGPFőQXGTNQCFKPIŒVJGVGCOQTITQWRQPCU OWEJKPHQTOCVKQPCDQWVVJGRTQDNGOCURQUUKDNG+P UWDUGSWGPVUGUUKQPU+TGEQOOGPFWUKPICXCTKGV[QH ETGCVKXKV[VQQNUCPFRTQEGUUGUUWEJCUVJGQPGUKPVJG WREQOKPIEJCRVGTUQHVJKUIWKFGDQQM
CYCLICAL CREATIVITY
79
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The Manager’s Pocket Guide to Creativity
6JGGUUGPVKCNHGCVWTGQHE[ENKECNETGCVKXKV[KUVJGWUGQH HQEWUWPHQEWUHQEWUE[ENGU#NVJQWIJTGVTGCVV[RGYQTM UGUUKQPUQHHGTOCP[CFXCPVCIGUHQTHCEKNKVCVKPIVJGUG E[ENGU[QWECPGHHGEVKXGN[KPVGITCVGVJGOKPVQCUKPING OGGVKPIQTYQTMUGUUKQP*GTGŏUJQYVQFQKV
CYCLICAL CREATIVITY FOR SINGLE MEETINGS & SESSIONS ➸ BASIC METHOD Alternate intensive blocks of work and meditative break periods. Devote at least 45 minutes to each work block and 30 minutes to each break period. Take the group through at least one full focus/unfocus/focus cycle. Two or three cycles work best. Remember, each cycle entails focusing intensely on the problem and related information, relaxing focus so that ideas can incubate, and returning to focus with the ideas that developed.
➸ FOCUS PERIODS—SUGGESTED ACTIVITIES • • • •
Use focused brainstorming techniques Diagram or flow-chart the problem Gather data on the problem or analyze data on the problem Write a full description or report of the work to date on the problem
The Rules: Stay on the problem. No breaks. Intensity is the key.
➸ BREAK PERIODS—STRUCTURE It is important to structure break periods so that the problem and related ideas can “percolate.” No phone calls; no chats at the coffee urn. Suggest that members take a solitary walk inside or outside the company building. The Rules: Stay “off problem.” Don’t get distracted by other problems either. Disconnect is the key. 80
5. The Building Blocks of Creativity
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INFORMAL
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The Manager’s Pocket Guide to Creativity
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5. The Building Blocks of Creativity
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The Manager’s Pocket Guide to Creativity
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ABSTRACTION
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5. The Building Blocks of Creativity
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SEQUENCING
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PARALLELING
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The Manager’s Pocket Guide to Creativity
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5. The Building Blocks of Creativity
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TO RECAP:
The Building Blocks of Creativity
These are the creativity building blocks we have seen in this chapter. Don’t forget: they have many uses—your imagination is the limit!
❂ ❂ ❂ ❂ ❂ ❂ ❂ ❂ ❂ ❂ ❂ ❂
1. Creativity Quotes 2. Free Association and Creative Association 3. Traditional Brainstorming 4. Exploratory Benchmarking 5. Break-Down Brainstorming 6. Combination Brainstorming 7. Incubation 8. Cyclical Creativity 9. Informal Brainstorming 10. Abstraction 11. Sequencing 12. Paralleling
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The Manager’s Pocket Guide to Creativity
REFERENCES (QUVGT,CEM *QYVQ)GV+FGCU$GTTGVV-QGJNGTR *KCO#NGZCPFGT 6JG8GUV2QEMGV%'1 &GEKUKQP/CMKPI 6QQNUHQT'ZGEWVKXGU2TGPVKEG*CNNR 4KMCTFU6 +P%TGCVKXKV[CPF+PPQXCVKQP;GCTDQQM 8QN /CPEJGUVGT$WUKPGUU5EJQQNRRŌ 4WUUGNN$GTVTCPF 6JG%QPSWGUVQH*CRRKPGUU.KXGTKIJV 9GTVJGKOGT/ 2TQFWEVKXG6JKPMKPI*CTRGT4QY
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Part Two
Process Tools and Transferal
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The Manager’s Pocket Guide to Creativity
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HOW TO USE CREATERCIZE 6JG#EVKXKV[5VGRU %TGCVGTEK\GJCUHQWTGCU[VQHQNNQYUVGRU
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6. The Creatercize Activity
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The Manager’s Pocket Guide to Creativity
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94
6. The Creatercize Activity
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Ŗ *CXKPICPGORNQ[GGOGOQTK\GVJGFQEWOGPVCPFVJGP IQHTQOQHHKEGVQQHHKEGTGEKVKPIKV
#PFVJCVŏ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
❸
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The Manager’s Pocket Guide to Creativity
(QTGZCORNG[QWOKIJVUC[VJCVCDKNNDQCTFKUC TGOCTMCDN[UKNN[CNVGTPCVKXGVQCRJQVQEQRKGT9JCVC NQVQHVTQWDNGCPFGZRGPUGVQIGVVJGFQEWOGPVRTKPVGF QTRCKPVGFQPCVJKTV[HQQVNQPIDQCTF*CTFN[CPGHHKEK GPVCNVGTPCVKXG$WVECPYGOCMGKVYQTMUQOGJQY!+U VJGTGCP[TGCNYQTNFUEGPCTKQKPYJKEJVJKUKFGCOKIJV DGCIQQFCNVGTPCVKXGVQRJQVQEQR[KPICFQEWOGPV! 9GNNKH[QWTGCNN[VJKPMCDQWVKVUQOGMKPFUQHOGU UCIGUCTGYGNNUWKVGFVQVJKUOGFKWO+HCEQORCP[JCF CDKNNDQCTFKPVJGGORNQ[GGRCTMKPINQVVJG[YQWNF UWTGN[HKPFUQOGWUGUHQTKV)GPGTCNCPPQWPEGOGPVUCPF TGOKPFGTUOKIJVDGRWVQPKV#PFYJCVCITGCVYC[HQT OCPCIGOGPVVQUC[ő6JCPMUŒYJGPGORNQ[GGUCEJKGXG CRTQFWEVKQPQTSWCNKV[IQCN2GTJCRUVJGRTGUKFGPV YQWNFYCPVVQEQPXG[CYGGMN[OGUUCIGQPVJGDQCTF 6JGTGCTGRTQDCDN[NQVUQHYC[UVQWUGVJKUOGFKWOCUC EQORNGOGPVVQQVJGTEQOOWPKECVKQPOGVJQFU#PF+ PGXGTYQWNFJCXGVJQWIJVCDQWVKVKH+JCFPŏVWUGFVJG %TGCVGTEK\GCEVKXKV[VQUQNXGCVTKXKCNRTQDNGO
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6. The Creatercize Activity
❂
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The Manager’s Pocket Guide to Creativity
NQQMKPIHQTPGYYC[UVQIGVOGUUCIGUVQGORNQ[GGU VJGPVJGOGOQYKNNGPFWRKPVJGRTQXGTDKCNEKTEWNCTHKNG HCUVGTVJCP[QWECPUC[ő9CKVCOKPWVGŒ
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98
7 THE MAGIC TOOLBOX MANY CREATIVITY CONSULTANTS WUGCPCNQIKGUVQ őHQTEGŒETGCVKXGVJKPMKPI'ZGTEKUGUUWEJCUő%QORCTG [QWTRTQDNGOVQCVQCUVGTŒCTGEQOOQP+JCXGOKZGF HGGNKPIUCDQWVVJGODGECWUGVQDGJQPGUV+QHVGPECPPQV HKPFOGCPKPIHWNUKOKNCTKVKGUDGVYGGPTGCNYQTNFRTQD NGOUCPFVQCUVGTU0QTECPOCP[ITQWRU;GVUQOGVKOGU CPCDUWTFCPCNQI[YKNNKPURKTGETGCVKXGVJKPMKPICPF RTQXGJKIJN[YQTVJYJKNG5QVJCVNGCXGUWUYKVJCFK NGOOC JQYVQVCMGCFXCPVCIGQHVJGDGPGHKVUQHCPCN QIKGUDWVCXQKFCTVKHKEKCNFKHHKEWNVőHQTEGHKVUŒ 6JKUOGVJQFKUQPGUQNWVKQP+UVWODNGFCETQUUKPO[ QYPETGCVKXKV[YQTM+VWUGUCVQQNDQZHWNNQHVQQNUCUC OGVCRJQT+NKMGKVDGECWUGHQTUQOGTGCUQP+JCXGPŏV TGCNN[HKIWTGFQWVVQQNUCTGTKEJTGNGXCPVOGVCRJQTUHQT VJGMKPFUQHVJKPIUYGYQTMQPKPDWUKPGUU/C[DGKVŏU DGECWUGVQQNUJCXGCDCUKETGNCVKQPUJKRVQDWUKPGUUCV NGCUVHQTECTRGPVGTU$WVYJCVGXGTVJGTGCUQP+VJKPM [QWYKNNHKPFKVGCU[VQFTCYOGCPKPIHWNEQORCTKUQPU DGVYGGP[QWTVQRKEQHEQPEGTPCPFEQOOQPRNCEGJCPF VQQNU)KXGKVCVT[ 99
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The Manager’s Pocket Guide to Creativity
HOW TO USE THE MAGIC TOOLBOX 6JG#EVKXKV[5VGRU 6JG/CIKE6QQNDQZJCUVJTGGDCUKEUVGRU
❶
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7. The Magic Toolbox
❂
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The Manager’s Pocket Guide to Creativity
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102
7. The Magic Toolbox
❸
❂
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The Manager’s Pocket Guide to Creativity
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104
8 THREE-STEP WORD ASSOCIATION WHEN PRESSED TO DEFINE CREATIVITY,+WUWCNN[ UC[VJCVKVŏUPGYCPFWUGHWNEQODKPCVKQPUQHVJQWIJVU
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HOW TO USE THREE-STEP WORD ASSOCIATION 6JG#EVKXKV[5VGRU 6JGTGCTGHQWTUVGRUKPCNN6JGHKTUVVJTGGHQEWUQPYQTF CUUQEKCVKQP VJGHQWTVJKPXQNXGUIGPGTCVKPIPGYKFGCU
❶
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❷
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The Manager’s Pocket Guide to Creativity
❸
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❹
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8. Three-Step Word Association
❂
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The Manager’s Pocket Guide to Creativity
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.GUUQP +VKUCNYC[UGCUKGTVQHTGGCUUQEKCVGHTQOIQCNQT RTQDNGOUVCVGOGPVUVJCVGXQMGXKUWCNKOCIGUVJCPHTQO QPGUYKVJQWVOWEJKOCIGT[
➥(TGG#UUQEKCVKPI 1PEG[QWJCXGCUVCTVKPIRQKPVDGIKPNKUVKPIQDXKQWU CUUQEKCVKQPUYQTFD[YQTFKPVJGHKTUVEQNWOP0Q PGGFHQTCP[URGEKCNETGCVKXKV[JGTG5C[[QWYCPVVQ FGXGNQRKFGCUHQTJQYVQUQNXGCWPKQPOCPCIGOGPV FKURWVG [QWYQWNFLWUVNKUVYQTFUNKMGőUVTKMGŒőCPIGTŒ őVGPWTGŒőVGORUŒőTCKUGUŒōYJCVGXGTYQTFUCTGKP [QWTOKPFCVVJGOQOGPV0QVJCTFCVCNN )GPGTCVGCVNGCUVCFQ\GPYQTFUōOWEJOQTGKHVJGUWD LGEVRGTOKVU+PGKVJGTECUGUVQRCHVGTVGPOKPWVGUQTUQ CU[QWYCPVVQUCXGGPGTI[HQTVJGTGUVQHVJGCEVKXKV[ 108
8. Three-Step Word Association
❷
❂
(QTGCEJTGNGXCPVYQTFDTCKPUVQTO CNKUVQHKTTGNGXCPVYQTFU
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The Manager’s Pocket Guide to Creativity
VJQUGQPVJGNQUKPIUKFG QTVJGKTEQPSWGTQTU VCMGFQYP VJGKTHNCI6JGP[QWTKTTGNGXCPVYQTFUYQWNFKPENWFG őHNCIŒőEQNQTUŒőDCVVNGŒőUJKRŒCPFVJGNKMG .GUUQP #UUQEKCVGD[VJKPMKPIQHCYQTFŏUCNVGTPCVKXGWUGU #PQVJGTYC[VQEQOGWRYKVJKTTGNGXCPVYQTFUKUVQ XCT[VJGYQTFUNKIJVN[UQCUVQEJCPIGKVKPVQCPQVJGT YQTF(QTKPUVCPEGKH[QWJCRRGPVQMPQYUQOGVJKPI CDQWVDKTFU[QWOKIJVVWTPőUVTKMGŒKPVQőUJTKMGŒCPF VJKPMQHYQTFUNKMGőDKTFŒCPFőHGCVJGTŒ1T[QWOKIJV VWTPKVKPVQőURKMGŒQTőOKMGŒ CUKPőOKETQRJQPGŒ CU VJCVTJ[OGUYKVJőUVTKMGŒ#UVJGUGGZCORNGUUJQYKVŏU PQVJCTFVQCUUQEKCVGKTTGNGXCPVYQTFU;QWOC[HKPF [QWTWPQWVQHTQQOHQTVJGOKP[QWTEQNWOPQPEG[QW DGEQOGHCOKNKCTYKVJVJGVCUMōKPYJKEJECUGIQQXGT VJGNKPGKPVQVJGVJKTFEQNWOPCPFFTCYCPGYNKPGNCVGT QPōPQRQKPVKPNQUKPIKFGCULWUVVQMGGRVJKPIUPGCV 1PGVJKPI+FQYCPV[QWVQFQKPVJGPGCVPGUUFGRCTV OGPVJQYGXGTKUMGGRVTCEMQHVJGTGNCVKQPUJKRDGVYGGP KTTGNGXCPVCPFTGNGXCPVYQTFU+H[QWTRCIGIGVUVQQHWNN YQTFUYKNNDGIKPVQTWPVQIGVJGTUQEQPUKFGTFTCYKPIC DQZCTQWPFGCEJUGVQHKTTGNGXCPVYQTFUVJGPFTCYKPIC NKPGVQVJGTGNGXCPVYQTFHTQOYJKEJGCEJUGVCTQUG 9J[MGGRVTCEM!$GECWUG[QWOC[YKUJVQTGETGCVGC EJCKPQHVJQWIJVRGTJCRUDGECWUG[QWYCPFGTGFHTQOKV CPFIQVNQUVQTOC[DGLWUVQWVQHEWTKQUKV[CDQWVJQY [QWIGPGTCVGFIQQFKFGCU 110
8. Three-Step Word Association
❸
❂
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The Manager’s Pocket Guide to Creativity
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112
8. Three-Step Word Association
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EXHIBIT 4. Sample Table
THREE-STEP WORD ASSOCIATION GOAL: Find a new name for a warehouse store specializing in bedding, bedroom furnishings, and other sleep-related products RELEVANT
IRRELEVANT
TRANSFORMATIONS
sleep bed pillow
willow, tree, free, fluff, feather,
PJs
Eider down
Down Home
rest slumber
slumber party, lumber, lumber The Slumber Yard
feathers
yard
sheet
sleet, sheet of paper, sheet
pillow case
music
dream
sleep, scream, “to sleep,
nightmare
perchance to dream”
Sheet Music
Perchance to Dream
alarm Alarms & Diversions
clock curtain night stand dresser
storage, clothes, lingerie
113
Bedroom Personals
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The Manager’s Pocket Guide to Creativity
7UGVJGCTGCQWVUKFGVJGEKTENGUVQLQVFQYPVTCPUHQT OCVKQPU PGYTGNGXCPVYQTFU CUVJG[QEEWTVQ[QW
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9 CATEGORY EXPANSION WE OFTEN HEAR PEOPLE SAY, ő.GVŏUIGVQWVQHVJG DQZŒDWVVJKUKUFKHHKEWNVCFXKEGVQHQNNQYYJGP[QW FQPŏVMPQYYJCVVJGRCTCOGVGTUQHVJGDQZOKIJVDG 5WTGQWTVJKPMKPIOWUVDGEQPUVTCKPGFKPUQOGOCPPGT DWVJQY!%CVGIQT['ZRCPUKQPQHHGTU[QWCU[UVGOCVKE YC[VQKFGPVKH[VJGRCTCOGVGTUQH[QWTEWTTGPVOGPVCN DQZCPFVJGPUGGMPGYCPFFKHHGTGPVDQZGUQTCVNGCUV FKHHGTGPVRGTURGEVKXGUQPVJGEWTTGPVDQZ+VKUGURGEKCNN[ WUGHWNKP5VGRQHVJGETGCVKXGRTQEGUU UGG%JCRVGTHQT FGVCKNU
HOW TO USE CATEGORY EXPANSION 6JG#EVKXKV[5VGRU *GTGCTGVJGHKXGUVGRUQHVJKUCEVKXKV[
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The Manager’s Pocket Guide to Creativity
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9. Category Expansion
❷
❂
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117
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The Manager’s Pocket Guide to Creativity
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9. Category Expansion
❂
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❸
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The Manager’s Pocket Guide to Creativity
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❹
.QQMHQTPGY ECVGIQT[OGODGTU
9JGPYGFGHKPGCP[PGYECVGIQT[KVŏUPCVWTCNHQTWUVQ YCPVVQCFFPGYOGODGTU6JCVŏUDGECWUGQWTOGOQT KGUVGPFVQQTICPK\GVJKPIUD[ECVGIQT[UQECVGIQTKGU IKXGWUCEEGUUVQOGOQTKGU5WRRQUG+CUM[QWVQPCOG VJKPIUVJCVDGNQPIKPVJGő$KTVJFC[UŒECVGIQT[ [QWECP GCUKN[UC[ő2TGUGPVUECMGKEGETGCOECTFUTKDDQPU FGEQTCVKQPURCTVKGUŒCPFVJGNKMG+VKUPŏVJCTFVQIGP GTCVGCHCKTN[GZJCWUVKXGNKUVQHGXGT[VJKPIVJCVDGNQPIUKP VJGECVGIQT[#P[VJKPIOKUUKPIVGPFUVQRQRKPVQOKPF YJGP[QWTGXKGYVJGNKUVQTUQOGQPGGNUGFQGU [QWOC[ JCXGPQVKEGFVJCVO[ő$KTVJFC[UŒNKUVFQGUPŏVFKTGEVN[ OGPVKQPDKTVJFC[ECPFNGUQTVJGő*CRR[$KTVJFC[Œ UQPI 6CMGCFXCPVCIGQH[QWTPCVWTCNCDKNKV[VQGZRCPFWRQP ECVGIQT[NKUVUD[PQYCFFKPIOQTGKVGOUVQVJGECVGIQT[ 120
9. Category Expansion
❂
ITQWRKPIU[QWOCFGKPGCTNKGTUVGRU5QOGQHVJGUGKVGOU YKNNDGECVGIQTKGUKPVJGOUGNXGUUKPEG5VGRRTQFWEGF PGUVGFECVGIQTKGU UQ[QWŏTGCFFKPIPQVQPN[VQYKVJKP ECVGIQT[NKUVUDWVCNUQVQVJGPWODGTQHECVGIQTKGU
➥(QT'ZCORNG .GVŏUTGVWTPVQNQIIKPIUCHGV[+PYQTMKPIQP5VGR [QWOC[TGCNK\GVJGTGUJQWNFDGCő5WRRQTV1RGTCVKQPUŒ ECVGIQT[CVVJGUCOGNGXGNQHJKGTCTEJ[CUVJGő(QTGUV 1RGTCVKQPUŒECVGIQT[ CTGUWNVQH5VGR 2TGUWOCDN[ VJGTGCTGUWRRQTVUVCHHCPFHCEKNKVKGUPGCTCP[NQIIKPI UKVG;GVKH[QWJCFPQVIQPGVJTQWIJVJGGZGTEKUGQHGZ RCPFKPI[QWTNKUV[QWOC[PQVJCXGVJQWIJVVQKPENWFG VJGOKPRQVGPVKCNUQNWVKQPUVQVJGUCHGV[RTQDNGO6JKU PGYECVGIQT[OKIJVPQVPGEGUUCTKN[KPURKTGőVJGUQNW VKQPŒDWVCVNGCUV[QWŏTGQWVQH[QWTOGPVCNDQZCPF VJKPMKPICDQWVVJGRTQDNGOHTQOCHTGUJRGTURGEVKXG
❺
'ZRNQTGUQNWVKQPUHTQOPGYECVGIQTKGU CPFKVGOU
1WTOGPVCNDQZGUIGPGTCNN[NKOKVWUVQUQNWVKQPUDCUGF QPHCOKNKCTECVGIQTKGU0QYVJCV[QWŏXGGZRCPFGFVJG PWODGTQHECVGIQTKGUCPFCFFGFPGYKVGOUVQECVGIQTKGU [QWJCXGCUKORNGYC[VQIGVQWVQHVJGQNFDQZ,WUVWUG VJGPGYKVGOUCPFECVGIQTKGUVQőHTGGWRŒ[QWTVJKPMKPI 6QUVCTVGZRNQTKPICUM[QWTUGNH QT[QWTITQWR SWGU VKQPUNKMGő#TGVJGTGCP[CNVGTPCVKXGCRRTQCEJGUDCUGF 121
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The Manager’s Pocket Guide to Creativity
QPWPHCOKNKCTECVGIQTKGU!Œ;QWECPCNUQTGXKGYVJG őKPVJGDQZŒCRRTQCEJGUVQVJGRTQDNGOEJGEMKPIVQUGG YJKEJECVGIQTKGUVJG[DGNQPIKP;QWOC[HKPFVJG[ŏTG GXGPOQTGPCTTQYVJCP[QWTKPKVKCNNKUVUWIIGUVU
➥(QT'ZCORNG .GVŏUTGVWTPCHKPCNVKOGVQVJGNQIIKPIUCHGV[RTQDNGO 5WRRQUGKVVWTPUQWVVJCVOQUVUCHGV[GHHQTVUHCNNKPVQ VJGő(QTGUV1RGTCVKQPUŒECVGIQT[KPENWFKPIIGCTYQTM TWNGU(KTUV#KFCPFGOGTIGPE[RJQPGU DWVFGURKVGUWEJ UVTCVGIKGU[QWTYQTMGTUUVKNNIGVKPLWTGF5Q[QWPQY VWTPVQQVJGTECVGIQTKGUő+PFWUVT[1RGTCVKQPUŒOKIJV NGCF[QWVQEQPUKFGTVJGJKIJRTGUUWTGVQRTQFWEGKPVJG NQIIKPIKPFWUVT[YJKEJHQTEGUEQORGVKVQTUVQRWUJVJGKT YQTMGTUJCTF+UVJGTGUQOGYC[VQETGCVGCPKPFWUVT[ YKFGUCHGV[EGTVKHKECVKQPVJCVŏUCYCTFGFVQEQORCPKGU YJQCEJKGXGNQYKPLWT[TCVGU!+HVJGJKIJFGCVJCPF FKUOGODGTOGPVTCVGUQHNQIIKPIYGTGRWDNKEK\GFVJKU EGTVKHKECVKQPEQWNFDGEQOGOGCPKPIHWNVQKPFWUVT[EQP UWOGTUEQWPVGTKPIVJGEWTTGPVGORJCUKUQPRTQFWEV KXKV[CVCP[EQUV6JCVŏUCPKFGCYQTVJHQNNQYKPIWR
HOW TO “DRAW” CATEGORY EXPANSION +VJGNRUVQYQTMXKUWCNN[YKVJ[QWTECVGIQTKGUVQ OCRQWV[QWTRTQITGUUQPVJGO+WUGCUKORNGXKUWCN OGVJQFEKTENGUCPFNKUVU UGG'ZJKDKV #NNKVVCMGUKUC 122
9. Category Expansion
EXHIBIT 5. Category Map
EVENTS PARTY?
DAY OFF?
--On-site --Remote
Rent a country club?
EMPLOYEE APPRECIATION DAY --Dinner --Award Ceremony --Speech --Trophies/Plaques FOOD Dinner Baskets? Lunch w/Pres.? Candies? Ice Cream Party?
AWARDS Cash? Best Parking Space? Presents?
RECOGNITION Trophies? Certificates? Applause?
123
ENTERTAINMENT Speech Comedian? DJ, Dancing? Skits? Movies? Trips?
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The Manager’s Pocket Guide to Creativity
DKIYTKVKPICTGC#PF+RTGHGTCPGTCUCDNGOGFKWOUQ+ ECPTGQTICPK\GCU+IQCNQPI#DKIGTCUCDNGYCNNDQCTFKU ITGCVDWVCRGPEKNCPFRCRGT QTRCRGTCPFUVKEM[PQVGU YQTMHKPGHQTKPFKXKFWCNGHHQTVU 'ZJKDKVKNNWUVTCVGUJQY+FTCYO[OGPVCNOCRQHECV GIQTKGUCU+WUG%CVGIQT['ZRCPUKQP+VUJQYUCYGNN FGXGNQRGFECVGIQT[OCRHQTVJGRTQDNGOQHJQYVQHKPF ETGCVKXGYC[UVQTGYCTFGORNQ[GGUHQTGZEGRVKQPCN YQTM(QTCPWODGTQH[GCTUVJGEQORCP[KPSWGUVKQP JCFTWPCPCPPWCN'ORNQ[GG#RRTGEKCVKQP&C[CPFUQ VJGKPKVKCNőEQTGFWORŒQHKVGOUCUUQEKCVGFYKVJGO RNQ[GGTGYCTFUHGNNKPVQVJKUECVGIQT[+PNCVGTUVGRUPGY ECVGIQTKGUCPFKVGOUYGTGCFFGF
124
10 SURFACING ASSUMPTIONS WHEN ARCHAEOLOGISTS VTCPUNCVGF[GCTQNF ECTXKPIUQPCP'I[RVKCPR[TCOKFVJG[YGTGUWTRTKUGF VQFKUEQXGTOGFKECNCFXKEGVJCVKPENWFGFVJGHQNNQYKPI KVGO ő+HCRCVKGPVYKVJCPGEMKPLWT[JCUNQUUQHHGGNKPI KPVJGCTOUCPFNGIUKVKUDGECWUGQHCDTGCMKPVJGURKPCN EQTF6JKUEQPFKVKQPECPPQVDGVTGCVGFŒ 0GY;QTM6KOGU 5GRVR% 6QFC[YGUVKNNXKGYURKPCNEQTF KPLWTKGUCUGUUGPVKCNN[WPVTGCVCDNGHQTVJGUKORNGTGCUQP VJCVUGXGTGFPGTXGVKUUWGUKPVJGURKPCNEQTFFQPQV TGITQY+VŏUCUKH[QWJCFEWVQHHVJGNKODQHCVTGGō YJKNGVJGVTGGUWTXKXGUVJGNKODFKGUCYC[CPFKUNQUV $WVVTGGUECPITQYPGYNKODU9J[PQVRGQRNGCPFQVJGT OCOOCNU! $[CUMKPIVJKUő9J[PQV!ŒSWGUVKQP+ŏOUWTHCEKPICP CUUWORVKQPōC[GCTQNFCUUWORVKQP+ŏOPQUEKGP VKUVDWVUQOGRGQRNGYJQCTGJCXGDGIWPGZRNQTKPIVJKU UCOGETGCVKXGRCVJ4GUGCTEJJCUUJQYPVJCVQNHCEVQT[ PGTXGEGNNUōVJGQPGUTGURQPUKDNGHQTUOGNNōFQTGITQY CHVGTKPLWTKGU0QYTGUGCTEJGTUCTGGZRGTKOGPVKPIYKVJ KPLGEVKPIVJGUGEGNNUKPVQVJGKPLWTGFURKPCNEQTFUQHNCD OKEGVQUGGYJCVJCRRGPU6QFCVGVJG[JCXGFGOQP 125
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The Manager’s Pocket Guide to Creativity
UVTCVGFCVNGCUVRCTVKCNTGITQYVJQHURKPCNPGTXGVKUUWG 5QKVOC[UQQPDGVKOGVQTGVKTGCXGT[QNFCUUWORVKQP /QUVYQTMRNCEGCUUWORVKQPUFQPQVIQDCEMVQCPEKGPV 'I[RVDWVVJG[OKIJVCUYGNNDGECTXGFKPUKFGCR[TC OKFHQTVJG[ECPDGLWUVCUJCTFVQHKPFCPFVQEJCPIG 6JGTGCTGOCP[JKFFGPCUUWORVKQPUKPGXGT[FGEKUKQP YGOCMGYJGVJGTYGFGEKFGVQCEVQTPQVVQCEV#PF QPGQHVJGOQUVRQYGTHWNYC[UVQUGGPGYQRRQTVWPKVKGU KUVQGZRNQTGVJGUGCUUWORVKQPU6JKURTQEGUUVQQNQHHGTU VJTGGCEVKXKVKGUVJCVYKNNJGNR[QW QTCITQWR FQUQ
5WTHCEKPI#UUWORVKQPU 5WTHCEKPI1DXKQWU6TKXKCN#UUWORVKQPU 4GXGTUKPIC-G[#UUWORVKQP
9GŏNNNQQMCVGCEJQPGKPVWTP
SURFACING ASSUMPTIONS +VECPVCMGEQPUKFGTCDNGETGCVKXGKPUKIJVVQGXGPTGEQI PK\GCPCUUWORVKQPYJKEJKUYJ[CPCEVKXKV[NKMGVJKU QPGKUUQWUGHWN+VUVYQSWGUVKQPHQTOCVU UGGPGZVRCIG CTGFGUKIPGFVQUVTWEVWTGCUUWORVKQPDTCKPUVQTOKPICPF VQőVTKIIGTŒKFGCIGPGTCVKQP(QTVJGDGUVTGUWNVUTGRGCV VJGOUGXGTCNVKOGUYKVJOKPQTXCTKCVKQPU$GUWTGVQ KPENWFGGXGT[CUUWORVKQPVJCVQEEWTUVQ[QWGXGPKHVJG NKUVTGCEJGUKPVQVJGFQ\GPU +WUGGKIJVKVGOUKPVJGHQT OCVUDGECWUG+HKPFVJCVITQWRUIGVUVWEMCVHQWTQTHKXG 126
10. Surfacing Assumptions
❂
SURFACING ASSUMPTIONS: QUESTION FORMATS ➸ SET 1: Positive Assumptions We plan to _________________________________________ in order to accomplish __________________________________
__________________________________________________ What are our assumptions? That: 1.
5.
2.
6.
3.
7.
4.
8.
➸ SET 2: Negative Assumptions We can’t ____________________________________________ because ____________________________________________
__________________________________________________ What are our assumptions? That: 1.
5.
2.
6.
3.
7.
4.
8.
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The Manager’s Pocket Guide to Creativity
+H[QWRWUJITQWRUVQEQOGWRYKVJGKIJVVJGPVJG IQKPIKUGCU[HTQOVJGTGQPQWV
➥(QT'ZCORNG #UWEEGUUHWNTGIKQPCNTGVCKNGTHKNNUKPVJG5GVHQTOCU HQNNQYU ő9GRNCPVQQRGPUVQTGUKPCFFKVKQPCNEKVKGUCPF UVCVGUKPQTFGTVQOCKPVCKPQWTHCUVITQYVJTCVGŒ)TGCV KFGC1TKUKV!#NOQUVGXGT[TGVCKNGTJCUEQPUKFGTGFVJKU UKORNGGZRCPUKQPUVTCVGI[DWVKVQPN[OCMGUUGPUGKHVJG CUUWORVKQPUVJGTGVCKNGTNKUVGFCTGXCNKF*GTGŏUVJGNKUV Ŗ 1WTUVQTGEQPEGRVKUDTQCF KUPŏVTGIKQPCNKPCRRGCN Ŗ &GOCPFHQTQWTUVQTGEQPEGRVYKNNEQPVKPWGVQDGJKIJ Ŗ 6JGDGUVYC[VQITQYHCUVKUVQQRGPPGYUVQTGU Ŗ (CUVITQYVJKUPGEGUUCT[CPFJGCNVJ[HQTWU Ŗ 9GECPJCPFNGOQTGUVQTGUKHYGQRGPVJGO Ŗ 9GECPQRGPOQTGYKVJQWVVCMKPIWPCEEGRVCDNGTKUMU Ŗ 9GECPHKPFIQQFUVQTGNQECVKQPUHQTTGPV Ŗ +HYGITQYQWTUCNGUD[QRGPKPIUVQTGUQWTRTQHKVUYKNN ITQYRTQRQTVKQPCVGN[ Ŗ %QORGVKVQTUYQPŏVQRGPWRUKOKNCTUVQTGUGNUGYJGTGHKTUV RTGGORVKPIQWTUVTCVGI[ Ŗ 9GECPHKPFEQORGVGPVGORNQ[GGUHQTQWTPGYNQECVKQPU CVTGCUQPCDNGEQUV Ŗ +VKUPŏVHGCUKDNGVQITQYHCUVD[GZRCPFKPIKPQWTEWTTGPV NQECVKQPUOCTMGVU
128
10. Surfacing Assumptions
❂
$[GZRNQTKPIVJGUGCUUWORVKQPUVJGOCPCIGTUQHVJKU DWUKPGUUCTGNKMGN[VQIGPGTCVGCXCTKGV[QHETGCVKXGKP UKIJVUCPFVQCTTKXGCVUQOGKPVGTGUVKPICNVGTPCVKXGUVQ VJGKTEWTTGPVRNCP(QTKPUVCPEGVJG[OKIJVTGEQPUKFGT VJGCUUWORVKQPVJCVKVKUPŏVHGCUKDNGVQGZRCPFVJGKT GZKUVKPIUVQTGUCPFVJKPMCDQWVEQPXGTVKPICHGYKPVQ UWRGTUVQTGU6JG[EQWNFFGEKFGVQGZRGTKOGPVYKVJVJGKT UVQTGNC[QWVUCPFRTQFWEVUGNGEVKQP QTVJG[OKIJVYQTM QPEWVVKPIEQUVUCPFCFFKPIJKIJGTXCNWGJKIJGTRTKEGF KVGOUUQCUVQITQYRTQHKVUTCVJGTVJCPTGXGPWGU 5QOGQHVJGUGCNVGTPCVKXGUEQWNFJCXGGUECRGFUGTKQWU EQPUKFGTCVKQPDGECWUGQHNKOKVKPICUUWORVKQPU.GVŏU UC[VJGOCPCIGTUSWGUVKQPGFVJGNCUVCUUWORVKQPQP VJGKTNKUVHKNNGFKP5GVYKVJő9GECPŏVFQWDNGQTVTKRNG TGXGPWGUKPCPGZKUVKPIUVQTGDGECWUGYGCNTGCF[ITQUU CTQWPFRGT[GCTŒCPFNKUVGFő6JGKPFWUVT[ OCZKOWOKUŒCUQPGCUUWORVKQP$[GZRNQTKPI VJKUPGICVKXGCUUWORVKQPCPFQVJGTUVJG[OC[HKPFVJGKT EJQKEGUCTGPQVCUNKOKVGFCUVJG[HKTUVDGNKGXGF 6JGKT5GVNKUVOC[KPENWFGFCPIGTQWUCUUWORVKQPU VQQQPGUKPPGGFQHUGTKQWUVJQWIJVDGHQTGCP[RNCP KUKORNGOGPVGF+HVJGOCPCIGTUJCXGPŏVVJQWIJVJCTF CDQWVVJGHWVWTGCRRGCNQHVJGKTUVQTGEQPEGRVVJG[ UJQWNFFQVJCVPQY+HKVŏUCHCFQTKHKVEQWNFDGMPQEMGF QHHD[FKUEQWPVGTUVJGPVJG[PGGFVQHQEWUQPEQPEGRV KPPQXCVKQPDGHQTGVJG[YQTT[CDQWVGZRCPFKPIVQ PGYUKVGU 129
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The Manager’s Pocket Guide to Creativity
SURFACING OBVIOUS/TRIVIAL ASSUMPTIONS 5QOGCUUWORVKQPUUGGOQDXKQWUCPFVTKXKCN;QWOC[ HGGNVJG[CTGPŏVYQTVJSWGUVKQPKPIDGECWUGVJG[FQPŏV UKIPKHKECPVN[CHHGEV[QWTFGEKUKQPOCMKPIōQTGXGPKH VJG[FQ[QWOC[HGGN[QWECPŏVFQCP[VJKPICDQWVVJGO 2NGCUGRNGCUGKPENWFGVJGOCP[YC[6JG[OC[NGCF [QWVQQVJGTKORQTVCPVCUUWORVKQPU;QWOC[GXGPUGG VJGUGUQECNNGFVTKXKCNCUUWORVKQPUKPCPGYNKIJVNCVGT QPHKPFKPIETGCVKXGYC[UVQOCMGVJGOUKIPKHKECPV5Q FQPŏVJQNFDCEM KPENWFGCP[VJKPIQHRQUUKDNGTGNGXCPEG
➥(QT'ZCORNG +H[QWCUUWOGVJCVVJGUWPYKNNMGGREQOKPIWRUVCVG VJCV+MPQY[QWECPŏVEJCPIGKVDWVKVUVKNNOKIJVRTQXG TGNGXCPV5WRRQUG[QWYGTGKPVJGDWUKPGUUQHUGNNKPI UWPINCUUGU;QWTPGZV[GCTŏUOCTMGVKPIRNCPYQWNFEGT VCKPN[FGRGPFWRQPVJKUCUUWORVKQPōRGTJCRUKPOQTG UWDVNGTGNGXCPVYC[UVJCPGZRGEVGF;QWOKIJVNQQMCV VJGCUUWORVKQPő6JGUWPYKNNEQOGWRŒCPFVJKPMQHTG NCVGFCUUWORVKQPUNKMGő6JGUWPYKNNDGDTKIJVŒő+V YQPŏVDGENQWF[ŒCPFő2GQRNGYKNNIQQWVKPVJGUWPŒ 'CEJQHVJGUGKUOQTGNKMGN[VQDGXCTKCDNGCPFVJWUVQ CHHGEVUJQTVVGTOFGOCPFHQTUWPINCUUGU9JCVKHOCP[ RGQRNGUVCTVVQURGPFOQTGVKOGKPFQQTUQTIQQWVUKFGKP VJGOQTPKPICPFGXGPKPIKPUVGCFQHCVJKIJPQQP!9JCV CDQWVRGQRNGYJQUGUWPGZRQUWTGKUNKOKVGFVQVJGFCKN[ 130
10. Surfacing Assumptions
❂
EQOOWVGCPFVJGQEECUKQPCNOQTPKPIQTGXGPKPILQI!#V VJGUGVKOGUUWPINCUUGUOC[DGKPCFGSWCVGHQTVJGEQO DKPCVKQPQHUJCFQYUCPFDNKPFKPINQYCPINGUWPNKIJV +H[QWRQPFGTVJGCDQXG[QWOC[EQOGVQVJGUCOGEQP ENWUKQP+FKF VJCVOQUVNGPUFGUKIPUHQTUWPINCUUGUCTG DCUGFQPUQOGHCNUGCUUWORVKQPUCDQWVWUCIGCPFVJCV CVVJGXGT[NGCUVVJG[EQWNFDGOQFKHKGFVQUWKVGCTN[ CPFNCVGFC[NKIJVKPIEQPFKVKQPU2GTJCRUNGPUGUYKVJ FCTMRGTKRJGTKGUCPFNKIJVGTEGPVGTUYQWNFFQKV1T DGVVGTXGTUKQPUQHNKIJVUGPUKVKXGNGPUGU1TNGPUGUVJCV YKVJCSWKEMVQWEJECPDGTQVCVGFQPGYC[HQTNKIJV RTQVGEVKQPCPFVJGQVJGTYC[HQTUGGKPIKPVQUJCFQYU
OQFGNGFQPRQNCTK\KPINKIJVHKNVGTUHQTECOGTCU #U VJKUUKORNGGZCORNGUJQYUUWTHCEKPICPFGZRNQTKPIVJG QDXKQWUCPFVTKXKCNECPNGCFVQOCP[ETGCVKXGKPUKIJVU
REVERSING A KEY ASSUMPTION +QPEGTGXKGYGFCOCTMGVKPIRNCPHQTC6UJKTVEQORCP[ YJQUGUWEEGUUYCUHQEWUGFKPQPGOCLQTEKV[%QORCP[ RNCPPGTUJCFICVJGTGFUVCVKUVKEUQPVJGCXGTCIGPWODGT QHHCUJKQP UKNMUETGGPGF 6UJKTVUQYPGFD[VJGV[RKECN TGUKFGPVQHXCTKQWUQVJGTEKVKGUCPFJCFHQWPFVJGKTEKV[ TGUKFGPVUQYPGFOQTGVJCPVJGCXGTCIG6JKUEQODKPGF YKVJCUNQYKPIUCNGUITQYVJTCVGEQPXKPEGFVJGRNCP PGTUVJCVVJGNQECNOCTMGVYCUUCVWTCVGFCPFVJCVVJG[ 131
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The Manager’s Pocket Guide to Creativity
PGGFGFVQQRGPUJQRKPHQWTPGYEKVKGUKPQTFGTVQ OCKPVCKPVJGKTFGUKTGFTCVGQHITQYVJ 6JGKTRNCPKPENWFGFFGVCKNUQHJQYVQRTQFWEGCPFOCT MGVRTQFWEVUKPHQWTPGYEKVKGUYKVJNQYGTRGTECRKVC QYPGTUJKRQH6UJKTVU9QWNFKVYQTM!9CUKVVJGDGUV CRRTQCEJ!6QHKPFQWV+UWTHCEGFNQVUQHCUUWORVKQPU VJGPCUMGFO[UGNHYJKEJYGTGVJGOQUVKORQTVCPV+HGNV VJGCUUWORVKQPQHOCTMGVUCVWTCVKQPYCUVJGMG[UKPEG KVYCUYJCVNGFVJGOVQNQQMDG[QPFVJGKTEWTTGPV OCTMGVKPVJGHKTUVRNCEG#PFUQ+VTKGFTGXGTUKPIVJKU CUUWORVKQPKPQTFGTVQNGCTPOQTGCDQWVKV 9JGP[QWTGXGTUGCPCUUWORVKQP[QWVT[VQHKPFCP QRRQUKVGXGTUKQPQHKVVJCVOKIJVDGVTWG6JKUKUCNKVVNG VTKEM[UKPEGVJGTGOC[DGOWNVKRNGQRRQUKVGUCPFRCTVKCN QRRQUKVGUVQEQPUKFGT+HUQLWUVYTKVGVJGOCNNQWV6JGTG CTGPQYTQPIQTTKIJVCPUYGTUCUNQPICU[QWYGCT[QWT ETGCVKXGJCVYJGPTGXGTUKPICPCUUWORVKQP*GTGCTG UQOGQHVJGTGXGTUCNU+EQPUKFGTGF #UUWORVKQP 6JGOCTMGVHQT6UJKTVUKUUCVWTCVGFYJGPRGT ECRKVCQYPGTUJKRTKUGUCDQXGVJGPCVKQPCNCXGTCIG6JGTGHQTG EQPUWOGTUYKNNDW[HGYGTUJKTVUYJGPVJG[QYPOQTG 4GXGTUCNU! Ŗ 6JGOCTMGVKUPQVUCVWTCVGFKPURKVGQHVJGUVCVKUVKEU Ŗ 6JGUCVWTCVKQPCUUWORVKQPFQGUPQVCRRN[VQ6UJKTVU Ŗ 2GQRNGYJQQYPOQTG6UJKTVUYKNNDW[OQTGPQVNGUU
132
10. Surfacing Assumptions
❂
;QWOC[XGT[YGNNDGVJKPMKPIő6JQUGTGXGTUGCUUWOR VKQPUNQQMNKMGVQVCNPQPUGPUGŒ#PFKPHCEVVJG[UJQWNF 4GXGTUCNUQHEQOOQPCUUWORVKQPUVWTPEQPXGPVKQPCN YKUFQOQPKVUJGCF6JG[XKQNCVGEQOOQPUGPUG#PF QHVGPCNN[QWNGCTPKUVJCVEQPXGPVKQPCNYKUFQOYCU TKIJV$WVUQOGVKOGU OQTGQHVGPVJCP[QWOKIJV GZRGEV [QWFKUEQXGTVJCVEQPXGPVKQPCNYKUFQOFQGUPŏV CRRN[;QWFKUEQXGTUQOGPGYYC[QHNQQMKPICVVJG UKVWCVKQP#PFVJGPKVŏUGCU[VQEQOGWRYKVJCETGCVKXG CRRTQCEJVJCVYKPUQWVQXGTCP[VJKPIDCUGFQPVJGQNF CUUWORVKQP #UKPVJKUECUG$GECWUGKH[QWVJKPMJCTFCDQWVVJG6 UJKTVOCTMGV[QWOC[YGNNFGEKFGVJCVVJGTGXGTUGCU UWORVKQPUCTGOQTGXCNKFVJCPVJGEQPXGPVKQPCNUVCTVKPI CUUWORVKQP4GCNN[6JGKFGCQHCUCVWTCVKQPRQKPVKU DCUGFQPVJGCUUWORVKQPVJCVVJGEQPUWOGTQPN[PGGFU UQOWEJQHCRCTVKEWNCTRTQFWEV#PFVJCVKUIGPGTCNN[ VTWG*QYOCP[TGHTKIGTCVQTUFQGUCJQWUGJQNFPGGF! 0QVOCP[1PEG[QWŏXGUQNFOQUVJQWUGJQNFUVJGKTHKTUV TGHTKIGTCVQTVJGOCTMGVKUUCVWTCVGF(WVWTGUCNGUYKNNDG UNQYGTNKOKVGFD[VJGTGRNCEGOGPVTCVGHQTVJGRTQFWEV 6JCVKUEGTVCKPN[VTWGVQQQHVJGYJKVG6UJKTVUVJCVOGP WUGFVQYGCTWPFGTVJGKTFTGUUUJKTVU1PEG[QWJCFC HGY[QWFKFPŏVPGGFOQTGWPVKNVJG[YQTGQWV $WVKUKVVTWGQHUKNMUETGGPGF6UJKTVU!2GTJCRUPQV6JKU KUPQVCWVKNKVCTKCPRTQFWEV+VŏUCHWPRTQFWEVQPGVJCV RGQRNGDW[QPKORWNUGDGECWUGVJG[HGGNNKMGKV#PF 133
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The Manager’s Pocket Guide to Creativity
RGQRNGYJQNKMG6UJKTVUUGGOVQDW[CNQVQHVJGO 9JKNGRGTECRKVCQYPGTUJKRQH6UJKTVUKPVJKUEQWPVT[ KUTGNCVKXGN[NQY NGUUVJCPHKXGRGTRGTUQP UQOGRGQRNG QYPHKHV[QTOQTGUJKTVUōCPFKPVGPFVQMGGRQPDW[KPI +H[QWUWTXG[EQNNGIGUVWFGPVUHQTGZCORNG[QWHKPF VJCVVJG[QYPQPCXGTCIGCDQWVVYGPV[6UJKTVUCPF VJCVVJG[UC[VJG[YKNNRTQDCDN[DW[HKXGOQTGKPVJG PGZV[GCT5QKVVWTPUQWVVJCVTGXGTUKPIVJGCUUWORVKQP CDQWVUCVWTCVKQPKUXGT[JGNRHWN+VECPNGCF[QWVQWUGHWN KPUKIJVUKPVQVJGOCTMGV#PFVQVJGEQPENWUKQPVJCVUCNGU UJQWNFPŏVDGUNQYKPILWUVDGECWUGRGQRNGKP[QWTNQECN OCTMGVCNTGCF[JCXGNQVUQH6UJKTVU5QOGVJKPIGNUG OWUVDGVJGEWNRTKV (QTKPUVCPEGRGTJCRU[QWCTGPŏVQHHGTKPIGPQWIJPGY FGUKIPU#PQVJGTVJKPIVJCVŏUFKHHGTGPVCDQWV6UJKTVU EQORCTGFVQOCP[QVJGTRTQFWEVUKUVJCVPQDQF[QYPU VYQQHVJGUCOGFGUKIPLWUVCUPQDQF[QYPUOQTGVJCP QPGEQR[QHCDQQMQT%&VJG[NKMG6JKUECPDGVWTPGF KPVQCITGCVCFXCPVCIGHQTVQUGNNOQTG6UJKTVUCNN[QW JCXGVQFQKUQHHGTNQVUQHCRRGCNKPIPGYFGUKIPU #U[QWOKIJVJCXGIWGUUGFO[TGEQOOGPFCVKQPYCU VQUETCRVJCVHQWTEKV[GZRCPUKQPRNCPCPFVQTGRNCEGKV YKVJCRTQFWEVNKPGGZRCPUKQPUVTCVGI[KPUVGCF$WV+ YQWNFPŏVJCXGJCFVJGETGCVKXGKPUKIJVVQőUGGŒVJKU CNVGTPCVKXGKH+JCFPŏVUWTHCEGFCPFVJGPTGXGTUGFCMG[ CUUWORVKQP 134
11 THE FAULT PAIR TREE PEAR TREE, PAIR TREE. GET IT? 6JCV RNC[QPYQTFU OC[PQVDGVJGDGUVDWVKVŏUWUGHWNHQTTGOGODGTKPICPF XKUWCNK\KPIVJKUOGVJQF(CWNVRCKTVTGGUCTGIQQFHQT FQKPI9J[!DTCKPUVQTOKPIHQTRTQDNGOU6JG[PQVQPN[ IKXG[QWCYC[VQQTICPK\GVJGRQUUKDNGECWUGUQHC RTQDNGOKPCNQIKECNCPFXKUWCNRCVVGTPDWVCNUQJGNR [QWVJKPMETGCVKXGN[CDQWVVJQUGECWUGUUQVJCV[QWECP ICKPKPUKIJVKPVQVJGRTQDNGOCPFKVUUQNWVKQP
HOW TO USE THE FAULT PAIR TREE 6JG$CUKE/GVJQF (CWNVVTGGUCTGPQVFGXGNQRGFKPCUKORNGNKPGCTOGVJ QFōVJG[FQPŏVITQYPGCVN[CPFVJG[TGSWKTGTGYQTMKPI QXGTVKOG+VŏUCETGCVKXGRTQEGUU6JGTGHQTGVJGHQNNQYKPI UVGRUCTGFGUKIPGFVQIGV[QWUVCTVGFQPVJGRTQEGUU TCVJGTVJCPVQECTT[[QWCNNVJGYC[VJTQWIJKV9KVJ VJGUGUVGRUCPFVJGKTGZRNCPCVKQPUCUIWKFGU[QWECPIGV HCOKNKCTGPQWIJYKVJHCWNVRCKTVTGGUVQWUGVJGOVQ[QWT DGUVCFXCPVCIGKPETGCVKXGRTQDNGOUQNXKPI 135
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The Manager’s Pocket Guide to Creativity
6JGHQWTDCUKEUVGRUCTGCUHQNNQYU
❶ ❷
9TKVGCENGCTCPFFKTGEVRTQDNGOUVCVGOGPV
❸
'PUWTGCNNRCKTUOGGVVJGTGSWKTGOGPVQH EQORNGVGPGUU
❹
4GYQTM[QWTHCWNVRCKTVTGGKPOWNVKRNGRCUUGU
+FGPVKH[RCKTGFUGVUQHHCWNVUQTECWUGU WUG VJGOVQEQPUVTWEVCHCWNVRCKTVTGG
0QYHQTCENQUGTNQQMCVGCEJQHVJGUGUVGRU
❶
9TKVGCENGCTCPFFKTGEV RTQDNGOUVCVGOGPV
*QY[QWFGHKPGVJGRTQDNGOYKNNCHHGEVVJGSWCNKV[QH [QWTHCWNVVTGG6JGOQTGUKORNGCPFFKTGEVVJGDGVVGT 6T[CENGCTCEVKQPQTKGPVGFFGUETKRVKQPQHVJGRTQDNGO CPFCXQKFRTQDNGOFGHKPKVKQPUYKVJJKFFGPECWUCN CUUWORVKQPUKPVJGO4GOGODGT[QWYKNNDGHQEWUKPI QPECWUGUKPVJKUOGVJQFDTCKPUVQTOKPIYJ[VJGRTQD NGOJCUQEEWTTGFCPFUQ[QWFQPŏVYCPVCP[VJKPI őNGCFKPIŒ QTOKUNGCFKPICUVJGECUGOKIJVDG KP[QWT UVCVGOGPV
➥(QT'ZCORNG .GVŏUUC[[QWVWTPQP[QWTEQORWVGTCPFKVFQGUPŏVUVCTV WR(QT[QWTFGHKPKVKQPQHVJGRTQDNGO[QWFQPŏVYCPV VQUC[ő6JGEQORWVGTKUDTQMGPŒUKPEGVJCVOC[PQVDG YJ[KVYQPŏVIQQP+PUVGCFUVCTVYKVJCFGUETKRVKQPQH 136
11. The Fault Pair Tree
❂
VJGCEVWCNRTQDNGOCU[QWGZRGTKGPEGFKVUWEJCUő6JG EQORWVGTFKFPŏVUVCTVWRYJGP+HNKRRGFKVUUYKVEJHTQO VJGŎQHHŏVQVJGŎQPŏRQUKVKQPŒ6JCVŏUCNN[QWTGCNN[MPQY CDQWVVJGRTQDNGOUVTKRRGFQHCUUWORVKQPU+H[QW EQPFGPUGVJCVFQYPDGECTGHWNPQVVQNQUGQTCFFCP[ VJKPIUKIPKHKECPVVQKVUOGCPKPI+VŏUHKPGVQEQPFGPUGVJG UVCVGOGPVVQő6JGEQORWVGTŏUUYKVEJFQGUPŏVVWTPVJG EQORWVGTQPŒDWVPQVVQő6JGEQORWVGTŏUUYKVEJ FQGUPŏVYQTMŒUKPEG[QWTGZRGTKGPEGFQGUPQVCEVWCNN[ RTQXGVJCVUVCVGOGPVVQDGVTWG2GTJCRUVJGUKORNGUV CPFOQUVFKTGEVFGUETKRVKQPQHVJGRTQDNGOYQWNFDG VJKUQPG /[EQORWVGTYQPŏVVWTPQP +VIGVUVJGRTQDNGOFQYPVQKVUDCTGGUUGPVKCNUFQGUPQV UWIIGUVCP[CUUWORVKQPUVJCVEQWNFOKUNGCFWUCPFUQ UGTXGUYGNNCUQWTRTQDNGOUVCVGOGPV
❷
+FGPVKH[RCKTGFUGVUQHHCWNVUQTECWUGU WUGVJGOVQEQPUVTWEVCHCWNVRCKTVTGG
1PEG[QWJCXG[QWTUVCVGOGPV[QWŏTGTGCF[VQEQPUVTWEV CHCWNVVTGG#UHCWNVVTGGUCTGTGRTGUGPVGFXKUWCNN[[QWŏNN PGGFCNCTIGUJGGVQHRCRGTCRGPEKNCPFCPGTCUGTōC DKIQPGDGECWUGQXGTVJGEQWTUGQHYQTMKPIYKVJ[QWT HCWNVRCKTVTGG[QWŏNNRTQDCDN[DGFQKPICNQVQHGTCUKPI &QPŏVHQTIGV VJKUKUCRTQEGUUVJCVKPXQNXGUCIQQFFGCN QHTGXKUKQP 137
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The Manager’s Pocket Guide to Creativity
6QDGIKP[QWTHCWNVRCKTVTGGYTKVG[QWTRTQDNGOUVCVG OGPVJCNHYC[FQYPVJGTKIJVJCPFUKFGQHVJGRCRGT CPFFTCYCDQZCTQWPFKV6JGPKFGPVKH[CRCKTGFUGVQH HCWNVU QTECWUGU VJCVOKIJVGZRNCKPYJ[VJGRTQDNGO JCUQEEWTTGF9TKVGVJGOPGZVVQVJGRTQDNGOUVCVGOGPV CPFDQZGCEJQPGUGRCTCVGN[.KPMVJGOYKVJCJCNHEKTENG QTDTCPEJKPINKPGUVQUJQYVJG[CTGRCKTGF VJGPEQPPGEV VJGOVQVJGRTQDNGOUVCVGOGPV0QYDTCKPUVQTOC RCKTGFUGVQHHCWNVU QTECWUGU HQTGCEJDQZGFHCWNV 9TKVGVJGRCKTUFQYPDQZVJGOUGRCTCVGN[NKPMGCEJUGV CPFEQPPGEVGCEJUGVVQKVUHCWNV%QPVKPWGVJGRTQEGUUKP VJKUYC[ETGCVKPIOQTGőDTCPEJGUŒHQT[QWTVTGG
➥(QT'ZCORNG ;QWOKIJVUVCTVD[VJKPMKPIő/[EQORWVGTYQPŏVVWTP QPDGECWUGKVKUPŏVIGVVKPIRQYGTQTDGECWUGQHUQOG KPVGTPCNRTQDNGOŒ6JGHKTUVRCKTQHHCWNVUCTGVJWUőPQ RQYGTVQKVŒCPFőKPVGTPCNRTQDNGOŒ;QWYQWNFFTCY DQZGUCTQWPFVJGONKPMVJGDQZGUVQUJQYVJG[CTG RCKTGFCPFEQPPGEVVJGUGVVQYJCVKVGZRNCKPU KPVJKU ECUGVQő/[EQORWVGTYQPŏVVWTPQPŒ VJGőVTWPMŒQH VJGVTGG 0GZV[QWOKIJVFGEKFGVJCVőEQTFHCKNGFŒCPFőEQTF WPRNWIIGFŒCTGVYQNQIKECNECWUGUQHVJGőPQRQYGT VQKVŒGZRNCPCVKQP;QWYQWNFCFFVJGUGNKPMKPIVJGO VQKPFKECVGVJGKTTGNCVKQPUJKRCPFEQPPGEVKPIVJGOVQ YJCVVJG[GZRNCKP#PF[QWOKIJVGZRNCKPőKPVGTPCN RTQDNGOŒYKVJCPQVJGTRCKTQHCNVGTPCVKXGU+H[QWMGGR 138
11. The Fault Pair Tree
❂
EXHIBIT 6. Sample A, Fault Pair Tree cord failed No power to it Unplugged Computer won’t turn on
Bad switch Internal problem Fuse blown
VJKUCPCN[UKUWRNQPIGPQWIJ CPF[QWTVGEJPKECNMPQYN GFIGJQNFUQWV [QWUJQWNFGXGPVWCNN[EQXGTCNNVJG RQUUKDNGECWUGUQH[QWTEQORWVGTŏUHCKNWTGVQVWTPQP 'ZJKDKVUJQYUCUKORNGVTGGDCUGFQPVJKUCPCN[UKU 9J[GZRQUGCNNVJGRQUUKDNGECWUGU!$GECWUGKPRTQDNGO UQNXKPIKVŏUGCU[VQQXGTNQQMRQUUKDNGECWUGU/QTGQXGT WPNGUU[QWUWHHKEKGPVN[WPFGTUVCPFCRTQDNGOŏUECWUGU [QWECPPQVJQRGVQHKPFCUQNWVKQP6JGTGHQTGETGCVKXG VJKPMKPICDQWVRTQDNGOUPGGFUVQHQEWUUJCTRN[QP ECWUCNKV[#PFECWUGDTCKPUVQTOKPIōYJCV[QWCTG TGCNN[FQKPIYJGP[QWFTCYCHCWNVRCKTVTGGōKUC ITGCVYC[VQICKPETGCVKXGKPUKIJVKPVQCP[RTQDNGO
139
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The Manager’s Pocket Guide to Creativity
❸
'PUWTGCNNRCKTUOGGVVJGTGSWKTGOGPV QHEQORNGVGPGUU
2CTVQHYJCVOCMGUVJGHCWNVRCKTURTQEGUUEQORNGZKUVJG TGSWKTGOGPVVJCV[QWYQTMKPRCKTU*GTGŏUCHQTOCNTWNG HQTJQYVQFQVJKU 'CEJHCWNVRCKTOWUVDGEQORNGVGCVKVUNGXGN +PQVJGTYQTFUVJGRCKTOWUVGPEQORCUUCNNRQUUKDNG GZRNCPCVKQPUQTECWUGU6JKUKUQDXKQWUN[CPCTVKHKEKCN EQPUVTCKPV9J[UJQWNFVJGTGDGQPN[VYQECWUGU!6JKU MKPFQHGKVJGTQTVJKPMKPIKUSWKVGNKOKVKPI CPFGNUG YJGTGKPVJGIWKFGDQQM+CFXKUG[QWVQDGYCTGQHKV $WVVJGKPVGTGUVKPIVJKPIKU[QWECPCNYC[UHKPFCYC[ VQGPEQORCUUCNNRQUUKDKNKVKGUWUKPIQPN[VYQQRVKQPU #PFVJGUGCTEJHQTVJGTKIJVRCKTKUKPURKTKPIHQTEKPI EQPUKFGTCDNGETGCVKXGCPFCPCN[VKECNVJKPMKPI6JCVŏU YJ[+NKMGVQYQTMYKVJKPVJGEQPUVTCKPVQHCRCKTUQPN[ HCWNVVTGG (CWNVVTGGUCTGQHVGPWUGFKPGPIKPGGTKPICPF SWCNKV[KORTQXGOGPVEQPVGZVUDWVNCEMVJKUEQPUVTCKPV CPFCTGOQTGVGEJPKECNCPFNGUUETGCVKXGCUCTGUWNV
➥(QT'ZCORNG .GVŏUNQQMCICKPCV'ZJKDKV&QVJGRCKTUKPKVOGGVVJG TGSWKTGOGPVQHEQORNGVGPGUU!(QTKPUVCPEGKHVJGTGKU PQRQYGTVQVJGEQORWVGTEQWNFVJKUQPN[DGDGECWUG QH CDCFEQTFQT CPWPRNWIIGFEQTF!9JCVKHVJG EQORWVGTKURNWIIGFKPVQCUWTIGRTQVGEVQTCPFVJCV 140
11. The Fault Pair Tree
❂
KUPŏVRNWIIGFKP!1TOC[DGVJGUWTIGRTQVGEVQTCPFEQO RWVGTCTGRNWIIGFKPDWVVJGUWTIGRTQVGEVQTŏUUYKVEJKU QHHQTKVUHWUGJCUDNQYP/C[DGVJGEQORWVGTEQTFCPF UWTIGRTQVGEVQTCTGHKPGDWVVJGYCNNUQEMGVKUPŏVTGEGKX KPIGNGEVTKEKV[#PFYJ[PQV!+UVJGTGCRQYGTQWVCIGC EKTEWKVDTGCMGTRTQDNGOQTCPGNGEVTKEKCPYQTMKPIQPVJG YKTKPIKPVJGQHHKEG!6JGOQTGYGVJKPMCDQWVVJKURCKT QHHCWNVUVJGOQTGYGECPőUGGŒPGYRQUUKDKNKVKGU 6QGPEQORCUUCNNVJGUGRQUUKDNGTGCUQPUHQTVJGEQORW VGTPQVTGEGKXKPIRQYGT+ŏFJCXGVQOQFKH[CPFGZRCPF O[HCWNVRCKT+PHCEV+ŏFRTQDCDN[TGRNCEGKVYKVJVJGHCT DTQCFGTRCKT GNGEVTKEKV[PQVOQXKPIHTQOYCNNUYKVEJ VQEQORWVGTCPF GNGEVTKEKV[PQVTGCEJKPIYCNNUYKVEJ 6JGP+ŏFPGGFVQGZRNQTGVJGPWOGTQWURQUUKDNGECWUGU QHGCEJQHVJGUGHCWNVUōCICKPD[DWKNFKPIRCKTUVJCVCTG EQORNGVGCVVJGKTNGXGNCPFGPEQORCUUGXGT[VJKPI DG[QPFVJGO #PQVJGTDGPGHKVQHVJGRCKTGFECWUGTGSWKTGOGPVKUVJCV KVUQOGVKOGUOCMGU[QWVJKPMQHCECWUG[QWYQWNFPŏV JCXGEQPUKFGTGFQVJGTYKUGUKORN[DGECWUG[QWJCXGVQ EQOGWRYKVJUQOGVJKPIVQTQWPFQWVCRCKT6JGQVJGT FC[+JCFVQFKCIPQUGYJCVYCUYTQPIYKVJCNKIJVKP O[QHHKEG KVFKFPŏVYQTMCPF+FKFPŏVMPQYYJ[0QY VJKUKUCUKORNGRTQDNGOEQORCTGFVQCHCWNV[EQORWVGT DWV+YCUUVWORGF5Q+VTKGFCSWKEMHCWNVVTGGVQUVKOW NCVGO[KOCIKPCVKQP#PFKVYQTMGFō+GPFGFWRUVTWI 141
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The Manager’s Pocket Guide to Creativity
INKPIVQHKPFCUGEQPFECWUGVQIQCNQPIYKVJőDCFNKIJV DWNDŒ'KVJGTCDWNDKUDCFQTIQQF+VJQWIJV9JCV QVJGTHCWNVEQWNFVJGTGDG!(QTUQOGTGCUQP+YCURNCKP őUVWEMŒCPFEQWNFPŏVUGGVJCVCIQQFDWNDOKIJVUKORN[ JCXGEQOGNQQUGKPVJGUQEMGV1PN[D[UVCTKPICVCDNCPM URQVKPO[HCWNVVTGGYCU+CDNGVQEQOGWRYKVJVJCV ECWUG#PFKPHCEVVJCVYCUVJGECWUGQHVJGRTQDNGO 'ZJKDKVUJQYUVJGHCWNVVTGG+ETGCVGF
❹
4GYQTM[QWTHCWNVRCKTVTGGKP OWNVKRNGRCUUGU
(CWNVRCKTVTGGUCTGDGUVFGUKIPGFVJTQWIJCUGTKGU QHőRCUUGUŒKPYJKEJ[QWLQVFQYP[QWTEWTTGPVDGUV IWGUUGUVJGPTGXKUKVVJGONCVGTRTQDCDN[TGRNCEKPIVJGO YKVJCPGYXGTUKQP+VWUWCNN[VCMGUVJTGGQTHQWTRCUUGU VQIGVGXGPCUKORNGHCWNVRCKTVTGGőTKIJVŒ+VKUVJGTGHQTG JGNRHWNVQYQTMQPCNCTIGDQCTFQTNCTIGUJGGVUQHRCRGT TGFTCYKPIHQTGCEJRCUUDWVMGGRKPICEQR[QHVJGQNF XGTUKQPKPECUG[QWPGGFKVVQLQI[QWTOGOQT[ (QTGZCORNGKPO[HKTUVRCUUCVVJGRTQDNGOKNNWUVTCVGF KP'ZJKDKVO[HKTUVRCKTQHECWUGUYCUőYCNNUYKVEJ DCFŒCPFőNKIJVDTQMGPŒ$WVWRQPHWTVJGTVJQWIJV+ UCYVJKUCUCPKPEQORNGVGRCKTCPFTGRNCEGFKVYKVJ őNKIJVKUDTQMGPŒCPFőPQRQYGTTGCEJKPINKIJVŒ/[ OGPVCNUETKRVYGPVUQOGVJKPINKMGVJKU ő9JCVKHVJG NKIJVKUWPRNWIIGFQTQVJGTYKUGPQVIGVVKPIRQYGT! 6JGPVJGUGCTGPŏVCŎEQORNGVGŏRCKTQHGZRNCPCVKQPUŒ 142
11. The Fault Pair Tree
EXHIBIT 7. Sample B, Fault Pair Tree
143
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The Manager’s Pocket Guide to Creativity
+FKFPŏVVJTQYőYCNNUYKVEJDCFŒCYC[+LWUVMGRVRWUJ KPIKVHCVJGTFQYPVJGDTCPEJGUQHO[ITQYKPIHCWNVVTGG WPVKN+HQWPFYJGTGKVDGNQPIGF#HVGTUGXGTCNRCUUGUKV GPFGFWRHQWTNGXGNUQWVōKPFKECVKPIVJCVKVYCUDCFN[ OKURNCEGFQPO[HKTUVRCUUCPFYQWNFJCXGDNKPFGFOG VQOCP[RQUUKDNGECWUGUJCF+PQVTGXKUKVGFO[VJKPMKPI 1PO[UGEQPFRCUUO[OGPVCNUETKRVYGPVNKMGVJKU ő+VOWUVDGGKVJGTPQRQYGTVQNKIJVQTNKIJVPQVYQTMKPI
QTDQVJ 1-VJCVUGGOUEQORNGVGCPF+ECPVT[HKVVKPI OQTGRCKTUKPVQKVŒ6JGP+YGPVVJTQWIJUGXGTCNUKOKNCT E[ENGUQHRWVVKPIFQYPRCKTUCPFGXCNWCVKPICPFTGLGEV KPIVJGODGHQTGEQORNGVKPIVJGVTGGKPVJG'ZJKDKV
0QVGVJGCNVGTPCVKXGHQTOCVWUGFVQFTCYVJGVTGG YJKEJKUDWKNVWRHTQOVJGDQVVQOQHVJGRCIGōC RQUUKDKNKV[VQMGGRKPOKPF
144
12 WHAT/HOW THINKING THIS METHOD COMBINES UGXGTCNFKHHGTGPVVJKPMKPI VQQNUKPVQCETGCVKXGCRRTQCEJVJCVKUGURGEKCNN[UWKVCDNG HQTFGUKIPKPIőQWVQHVJGDQZŒUQNWVKQPUVQRTQDNGOU +VJGNRU[QWKFGPVKH[VJGEQORQPGPVUQHVJGRTQDNGO CPFIGVU[QWUVCTVGFCVOQXKPIVJGOCTQWPFKPVQPQXGN EQPHKIWTCVKQPUUQ[QWJCXGOQTGOCVGTKCNVQYQTMYKVJ CPFECPHKPFPGYCPINGUHQTCVVCEM6JGOGVJQFFQGU VJKUKPCRGEWNKCTN[WUGTHTKGPFN[YC[D[JCXKPI[QW DGIKPYKVJVJGDGPGHKVUVQVJGUVCMGJQNFGTU EWUVQOGTU WUGTUQTYJQGXGTKUCHHGEVGFFKTGEVN[D[VJGQDLGEVQT RTQEGUUKPSWGUVKQP +PVJKUTGURGEVVJGOGVJQFQYGUOWEJVQVJGHKGNFQH VQVCNSWCNKV[OCPCIGOGPVCPFCU[QWYKNNUGGKVECP GXGPDGWUGFVQDWKNFVJCVOQUVRQYGTHWNDWVGUQVGTKE QH63/VQQNUVJGSWCNKV[HWPEVKQPFGRNQ[OGPV 3(& OCVTKZ$WV[QWPGGFPQVVCMGKVVQVJCVNGXGNVQDGPGHKV HTQOKV6JGTGCTGOCP[NGXGNUQH9JCV*QY6JKPMKPI CPFVJGOCLQTKV[QHCRRNKECVKQPUFQPQVTGSWKTGJKIJ NGXGNCRRNKECVKQP6JGő-+55ŒTWNG -GGR+V5KORNG 5VWRKF CRRNKGUVQVJKUCUVQCNNETGCVKXKV[OGVJQFU 145
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The Manager’s Pocket Guide to Creativity
$GECWUGVJGOGVJQFCPCN[\GUURGEKHKEQDLGEVUQTRTQ EGUUGUOCP[RGQRNGCUUWOGVJCVKVUCRRNKECDKNKV[KU NKOKVGF0QVUQ,WUVCDQWVGXGT[UWDLGEVQHETGCVKXKV[ ECPDGFGHKPGFCUCPQDLGEVQTRTQEGUUGXGPKH[QWFQPŏV WUWCNN[VJKPMQHKVVJCVYC[(QTKPUVCPEGNGVŏUUC[[QW CTGYTGUVNKPIYKVJCPKPVGTRGTUQPCNRTQDNGOōRGTJCRU CVGCOJCUKPVGTPCNEQPHNKEVUCPFVJGNGCFGTKUPŏVIQQF CVTGUQNXKPIVJGO;QWEQWNFGKVJGTVCMGVJGQDLGEVKP XQNXGFōVJGNGCFGTōCUCUWDLGEVHQTVJGOGVJQFQTVCMG VJGEQPHNKEVTGUQNWVKQPRTQEGUUKVUGNH+PHCEVKVEQWNFDG JGNRHWNVQFQVYQCPCN[UGUQPGHQTGCEJ;QWUGGVJGTG KUCNYC[UUQOGYC[VQHKPFCPQDLGEVQTCRTQEGUUCPF OCMGKVVJGHQEWUQH[QWTETGCVKXGVJKPMKPI+H[QWECPŏV UGGCVNGCUVQPGYC[VQFQUQUVQRCPFFQUQOG DTCKPUVQTOKPIQPVJCVRTQDNGOHKTUV
HOW TO USE WHAT/HOW THINKING 6JG#EVKXKV[5VGRU 6JGTGCTGVJTGGOCLQTUVGRUVQVJKUCEVKXKV[
❶
+FGPVKH[CPFGZRNQTGVJGYJCVUQHVJGQDLGEV QTRTQEGUU
❷
+FGPVKH[CPFGZRNQTGVJGJQYUTGNCVGFVQVJG QDLGEVQTRTQEGUU
❸
$WKNFC9JCV*QY4GNCVKQPUJKR/CVTKZ 146
12. What/How Thinking
❶
❂
+FGPVKH[CPFGZRNQTGVJGYJCVUQHVJG QDLGEVQTRTQEGUU
9JCVUCTGVJGVJKPIUVJGQDLGEVQTRTQEGUUFQGUKU UWRRQUGFVQFQQTEQWNFFQ6JG[CTGKVUHWPEVKQPUō YJCVDGPGHKVUCPQDLGEVQTRTQEGUUFGNKXGTUQHXCNWGVQKVU WUGTU(QTGZCORNGCECTFQQTŏUHWPEVKQPUKPENWFGVJKPIU NKMGőRTQVGEVQEEWRCPVŒőRTGXGPVVJGHVŒőMGGRGZVGTPCN GPXKTQPOGPVQWVŒCPFőKORTQXGVJGNQQMQHVJGECTŒ 6JGIQCNQHVJKUUVGRKUCNGPIVJ[CPFXCTKGFNKUVQH EWTTGPVCPFRQUUKDNGHWPEVKQPU.QVUQHYJCVU;QWECP VCEMNGVJKUD[UKORN[DTCKPUVQTOKPICNKUVQHHWPEVKQPU $WVKVOC[PQVTGXGCNCUOCP[RQUUKDKNKVKGUCU[QWPGGF VQHQTOCETGCVKXGUQNWVKQP5QJGTGCTGCFFKVKQPCNVGEJ PKSWGU[QWECPWUGFWTKPIVJKUUVGRKHPGEGUUCT[
➥$TCKPUVQTO7UKPI(WPEVKQP3WGUVKQPU *CXKPIVTQWDNGVJKPMKPIQHHWPEVKQPUHQT[QWTNKUV!6JGP VT[RQUKPICPFCPUYGTKPISWGUVKQPUKPVJGUGHQTOCVU Ŗ ő9JCVCTGAAAAAAAAAAAŏUHWPEVKQPU!Œ Ŗ ő9JCVCTGCNNQHAAAAAAAAAAAAŏURQUUKDNGWUGUQT DGPGHKVU!Œ Ŗ ő9JCVECPUQOGQPGFQYKVJAAAAAAAAAAAA!Œ 5GNGEVCSWGUVKQPCPFUGGJQYOWEJGCUKGTKVKUVQEQOG WRYKVJCNQPICPFXCTKGFNKUVQHRQUUKDNGHWPEVKQPU 147
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The Manager’s Pocket Guide to Creativity
➥/CMGC(WPEVKQP6TGG +PUVGCFQHUKORN[NKUVKPIHWPEVKQPUOCRVJGOD[WUKPI NKPGUVQUJQYYJKEJHWPEVKQPUőPGUVŒWPFGTYJKEJVJWU ETGCVKPICDTCPEJKPIHWPEVKQPVTGG(QTGZCORNGKP GZRNQTKPICECTFQQTŏUHWPEVKQPU[QWYQWNFFTCYUGR CTCVGNKPGUHTQOőECTFQQTŒVQHWPEVKQPUNKMGőRTQVGEV QEEWRCPVŒCPFőMGGRGZVGTPCNGPXKTQPOGPVQWVŒ6JGP [QWYQWNFUJQYHWPEVKQPUNKMGőMGGRYCVGTQWVŒCPF őMGGRUQWPFQWVŒCUDTCPEJKPIHTQOőMGGRGZVGTPCN GPXKTQPOGPVQWVŒ1TKH[QWJCFNKUVGFUQOGQHVJGUG UWDHWPEVKQPUHKTUV HWPEVKQPUFQPŏVCNYC[UQEEWTVQ[QW KPPGUVGFQTFGT [QWYQWNFKFGPVKH[VJGKTTGNCVKQPUJKR ETGCVGVJGDKIIGTECVGIQT[HQTVJGOCPFNCVGTIQDCEM CPFVJKPMQHQVJGTUWDHWPEVKQPUVJCVHKVKPVJGECVGIQT[ ;QWTOGPVCNUETKRVOKIJVTWPNKMGVJKUCU[QWYQTMQP VJGHWPEVKQPVTGG 6JGHWPEVKQPUőMGGRYCVGTQWVŒCPFőMGGRUQWPFQWVŒDGNQPI VQIGVJGTQPCőMGGRGZVGTPCNGPXKTQPOGPVQWVŒDTCPEJ#PF NGVŏUUGG1VJGTHWPEVKQPUQPVJCVDTCPEJKPENWFGőMGGRYKPF QWVŒCPFőMGGRETKOKPCNUQWVŒ*OOKUCTQDDGTRCTVQH VJGGPXKTQPOGPV!0QVVJGRJ[UKECNGPXKTQPOGPVCP[YC[ /C[DGVJGTGŏUCDKIIGTECVGIQT[ő'ZENWFGŒCPFQPGDTCPEJ KUőGPXKTQPOGPVŒCPFCPQVJGTKUőRGQRNGŒ6JCVYQWNFUWIIGUV CUKOKNCTDTCPEJőKPENWFGŒYKVJHWPEVKQPUNKMGőMGGREJKNFTGP KPCPFRGQRNGHTQOHCNNKPIQWVŒőMGGRRGVUHTQOLWORKPIQWVŒ CPFőMGGRJQVEQQNCKTKPŒ&QYGQHHGTCP[URGEKCNTGUVTCKPVUVQ MGGRRGVUUCHGCPFUVKNNCNNQYVJGOVQIGVHTGUJCKT!
148
12. What/How Thinking
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#PFVJGTGCTGUQOGVJKPIUVJCVVJGFQQTPGKVJGTGZENWFGUEQO RNGVGN[PQTKPENWFGUEQORNGVGN[ōCVNGCUVVJCVŏUVTWGQHHTGUJ CKTYJKEJVJGYKPFQYNGVUKP#PFVJGXKGY5QCPQVJGTOCKP ECVGIQT[OKIJVDGő%QPVTQNNGF#EEGUUVQ'PXKTQPOGPVŒ#PF VJCVKPENWFGUőCEEGUUVQHTGUJCKTŒőCEEGUUVQXKGYUŒCPF JOOCP[VJKPIGNUG!ő#EEGUUVQVQNNDQQVJUŒ9QPFGTKH FQQTURTQXKFGCNNVJGEQPVTQNYGYCPVHQTVJGUGHWPEVKQPU!+ VJKPMYGV[RKECNN[QXGTNQQMVJKUDTCPEJQHVJGHWPEVKQPVTGG
#U[QWYQTMYKVJCHWPEVKQPVTGGVJGOGPVCNUVTWIING VQITQWRCPFPGUVHWPEVKQPUHQTEGUOCP[PGYHWPEVKQP KFGCUVQVJGUWTHCEG6JWUKVŏUHCTGCUKGTVQFGXGNQRC NGPIVJ[NKUVQHHWPEVKQPUWUKPICVTGGVJCPCNKUV#PF OCP[RGQRNGHKPFVJGKTOGPVCNUETKRVUKPENWFGCYKFG XCTKGV[QHKPVGTGUVKPIPGYFGUKIPEQPEGRVUYJGPVJG[ YQTMYKVJHWPEVKQPVTGGUōCUFQGUVJGUETKRVCDQXG
➥'ZRNQTG1DXKQWUCPF0QP1DXKQWU(WPEVKQPU 9JGP[QWNQQMCVVJGHWPEVKQPUQHCPQDLGEVQTRTQEGUU KVŏUGCU[VQUVKEMYKVJEWTTGPVHWPEVKQPUōVJKPIUVJCVCTG CNTGCF[RCTVQHVJGCEEGRVGFFGNKXGTCDNGU%CTFQQTUCTG EWTTGPVN[FGUKIPGFVQFQEGTVCKPDGPGHKEKCNVJKPIUHQTWU CPFGXGPVWCNN[[QWTHWPEVKQPVTGGUJQWNFTGXGCNCNNQH VJGUGQDXKQWUCPFCEEGRVGFHWPEVKQPU$WVEQWNFECT FQQTUFQQVJGTVJKPIU!+UKVRQUUKDNGVQRWVVJGOVQWUG KPVJGPCOGQHQVJGTPQPQDXKQWUQTEWTTGPVN[WPCEEGRV CDNGHWPEVKQPU!5WTG+PIGPGTCNVJGTGCTGCNVGTPCVKXG HWPEVKQPUCPFKVQHVGPJGNRUVQGZRNQTGVJGOVQQ
149
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The Manager’s Pocket Guide to Creativity
6JGUKORNGUVYC[KUVQDTCKPUVQTOVYQNKUVUQHHWPEVKQPU D[FKXKFKPICUJGGVQHRCRGTQTDQCTFKPVQVYQEQNWOPU VJGHKTUVNCDGNGFő1DXKQWU#EEGRVGF(WPEVKQPUŒVJG UGEQPFNCDGNGFő0QP1DXKQWU7PCEEGRVGF(WPEVKQPUŒ 6JGUGEQPFECVGIQT[GPEQWTCIGUHTGGYJGGNKPIVJQWIJVU CDQWVQFFCPFFKHHGTGPVWUGUHQTVJGQDLGEVQTRTQEGUU (QTKPUVCPEGEQWNFCECTFQQTDGWUGFNKMGCYKPIVQ OCMGVJGECTHN[! 0QDWVYTKVGKVFQYPCP[YC[CUKV OKIJVNGCFVQUQOGVJKPIWUGHWNNCVGT 1TEQWNFVJGFQQT RGTHQTOCPGPVGTVCKPOGPVHWPEVKQPKPUVGCFQHLWUVUKVVKPI VJGTGENQUGFCPFKOOQDKNGYJKNG[QWFTKXG!#EVWCNN[ KVCNTGCF[FQGUUKPEGURGCMGTUCTGQHVGPOQWPVGFQP VJGFQQT DWV+YQWNFPŏVJCXGVJQWIJVQHVJCVYKVJQWV GZRNQTKPIVJGPQPQDXKQWU %QWNFQVJGTHQTOUQHGPVGT VCKPOGPVDGCFFGF!'NGEVTQPKEICOGRCPGNUHQTDCEMUGCV FQQTU!#RQEMGVYKVJRTQVGEVKXGHNCRUVWHHGFYKVJHWP TQCFICOGU!#PFUQHQTVJ
➥ %QODKPGVJG(WPEVKQP6TGGCPFVJG1DXKQWU 0QP1DXKQWU%QNWOPU ;QWECPEQODKPGVJGCDQXGVGEJPKSWGUD[FTCYKPI[QWT HWPEVKQPVTGGQPRCRGTQTDQCTFVJCVŏUFKXKFGFKPVQVYQ EQNWOPU6JKUIKXGU[QWVJGOQUVUWRRQTVHQTETGCVKXG VJKPMKPICPFKUYJCV+RTGHGTYJGP+WUGVJKUOGVJQF +ŏXGKNNWUVTCVGFVJGVGEJPKSWGKP'ZJKDKVKPYJKEJ+ UJQYCHWPEVKQPVTGGHQTJQYVQTGFWEGEQORNCKPVU CDQWVNGPIVJ[GNGXCVQTYCKVUKPCPQHHKEGDWKNFKPI 150
12. What/How Thinking
EXHIBIT 8. Elevator Function Tree
151
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The Manager’s Pocket Guide to Creativity
5QOGVKOGU[QWIGVYJCV[QWYCPVD[YQTMKPIYKVJVJG HWPEVKQPNKUVUCPFVTGGU+HUQVJGPUVQRJGTG$WVKVŏU QHVGPRTQFWEVKXGVQIQQPVQ5VGRKPYJKEJ[QWOQXG HTQOVJKPMKPICDQWVYJCVUVQVJKPMKPICDQWVJQYU
❷
+FGPVKH[CPFGZRNQTGVJGJQYUTGNCVGFVQ VJGQDLGEVQTRTQEGUU
#VVTKDWVGUCTGVJGEJCTCEVGTKUVKEUQHVJGQDLGEVQTRTQEGUU KPSWGUVKQPVJGVJKPIU[QWCTGCDNGVQOCPKRWNCVGKP FGUKIPKPIKV6JG[CTGQHVGPVGTOGFőJQYUŒDGECWUG VJG[FGVGTOKPGJQY[QWUWRRN[VJGYJCVUQTHWPEVKQPCN DGPGHKVUQH5VGR6JGJQYUQHECTFQQTFGUKIPCTG VJKPIUNKMGVJGOCVGTKCNUWUGFVJGPCVWTGQHVJGFQQT JKPIGUVJGJCPFNGUVJGYGCVJGTUVTKRRKPICPFUQQP #PGPIKPGGTYJQFGUKIPUECTFQQTUECPGCUKN[IGPGTCVG CNGPIVJ[FGVCKNGFNKUVQHJQYUCPFGXGPKFGPVKH[VJGKT HQTOCNOGCUWTGU NKMGYGKIJVVJKEMPGUUCPFENQUKPI RTGUUWTG 6JGVTQWDNGYKVJVJKUGPIKPGGTKPIXKGYRQKPV KUVJCVKVFKHHGTUHTQOVJGWUGTŏUXKGYRQKPV+VKUPŏVC HWPEVKQPCNRGTURGEVKXG*QYUCTGVJGVJKPIUYGECP OCPKRWNCVGVQFGNKXGTFGUKTCDNGYJCVUDWVVJG[CTGPŏV VJGYJCVUQTHWPEVKQPCNDGPGHKVUKPCPFQHVJGOUGNXGU 6JCVŏUYJ[9JCV*QY6JKPMKPIUVCTVUYKVJCHWPEVKQPCN CPCN[UKUTCVJGTVJCPCPCVVTKDWVGCPCN[UKU $WVQPEG[QWJCXGUQOGETGCVKXGKFGCUCDQWVVJG YJCVUVJGHWPEVKQPU[QWYKUJVQFGNKXGTVJGPKVKUQHVGP JGNRHWNVQGZRNQTGVJGJQYUVJGCVVTKDWVGU[QWYKNNWUG 152
12. What/How Thinking
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VQFGNKXGTVJQUGHWPEVKQPU(WTVJGTOQTGUQOGVKOGU[QWT CPCN[UKUQHJQYUNGCFUVQCFFKVKQPCNETGCVKXGKPUKIJVU CDQWVYJCVU TGOGODGTVJGETGCVKXGRTQEGUUKUPQV NKPGCT #PFUQ+TGEQOOGPFIQKPIVJTQWIJVJGUCOG UQTVQHCPCN[UKU[QWWUGFKP5VGRDWVHQEWUKPIQP CVVTKDWVGU 6JCVOGCPU[QWPGGFVQDTCKPUVQTOCNKUVQHJQYU;QW OC[CNUQHKPFKVWUGHWNVQETGCVGCVYQEQNWOPNKUVQH QDXKQWUCPFPQPQDXKQWUJQYUCPFCPCVVTKDWVGVTGG VQGZRNQTGVJGTGNCVKQPUJKRUCOQPIJQYU VJGDCUKEKP UVTWEVKQPUCTGVJGUCOGCUVJQUGIKXGPKP5VGR LWUVVJG HQEWUKUFKHHGTGPV 6CMGVJGCVVTKDWVGCPCN[UKUCUHCTCU [QWPGGFKPQTFGTVQICKPETGCVKXGKPUKIJVUCPFIGPGTCVG RQUUKDNGUQNWVKQPUVQ[QWTRTQDNGO 'ZJKDKVKNNWUVTCVGUCVYQUVGRCPCN[UKUQHVJGGNGXCVQT RTQDNGOKPYJKEJDQVJHWPEVKQPUCPFCVVTKDWVGUQHGNG XCVQTUCTGNKUVGF UGGHQNNQYKPIRCIG 6JGFKURNC[QHYJCVUCPFJQYUVQIGVJGTUJQWNFJGNR [QWVJKPMQHPGYCPFDGVVGTYC[UVQFGNKXGTVJGYJCVU D[WUKPIVJGCXCKNCDNGJQYU$WVUQOGVKOGUVJGFGUKIP UQNWVKQPUUVKNNFQPŏVLWORQHHVJGRCIGōGURGEKCNN[KH [QWŏTGFGCNKPIYKVJCJKIJN[EQORNGZQDLGEVQTRTQEGUU YKVJNQVUQHEQORQPGPVYJCVU5Q[QWOC[YCPVVQIQVQ VJGVJKTFUVGRQH9JCV*QY6JKPMKPIKPYJKEJ[QWWUG CUKORNKHKGFXGTUKQPQHVJGHQTOCN3(&ITKFQTő*QWUGQH 3WCNKV[ŒOCVTKZ 153
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The Manager’s Pocket Guide to Creativity
EXHIBIT 9. Analysis of Elevator Problem
ELEVATOR’S FUNCTIONS (WHATS) Obvious/Accepted Avoiding stairs Getting to another floor quickly Avoiding unwanted social contact Saving time Avoiding exercise Avoiding getting lost on the wrong floor
Non-Obvious/Unaccepted Meeting people Hiding Joy riding Giving you an opportunity for a short break Wasting time Boring you Entertaining you?
ELEVATOR’S ATTRIBUTES (HOWS) Obvious/Accepted Door(s) Moving “room” Motor and mechanical stuff Light Decorations (rugs, panels, mirrors) Controls Music
Non-Obvious/Unaccepted Additional decorations? Ads? Waiting area: Bells Lighted buttons/indicators Seating? Magazines? TV? TV/movies? View from window/clear walls?
154
12. What/How Thinking
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$WKNFC9JCV*QY 4GNCVKQPUJKR/CVTKZ
0QYEQOGUVJGHWPRCTV;QWIGVVQFTCYCTKFKEWNQWUN[ NCTIGITKFCPFUVCTVHKNNKPIKVWRYKVJUVTCPIGU[ODQNU CPFPQVCVKQPU6JGKFGCKUVQNQQMHQTETGCVKXGYC[UQH FGNKXGTKPIVJGFGUKTGFHWPEVKQPCNDGPGHKVU YJCVU HTQO VJGJQYU(QTKPUVCPEGUC[VJCV[QWJCXG[QWTFGUKIP GNGOGPVUHQTVJGGNGXCVQTYCKVRTQDNGO NKMGCYCKVKPI URCEGYKVJGNGXCVQTDWVVQPUCPFNKIJVURNWUHWTPKVWTG CPFKPVGTGUVKPIKVGOUNKMGYCNNJCPIKPIU JQYFQ[QW FGNKXGTVJGUGYJCVUUQVJCV[QWIGVVJGOQUVHWPEVKQPCN DGPGHKVHTQOVJGO!#PFKUVJGNKUVEQORNGVG!/KIJV CFFKPIUQOGVJKPIVQFQYJKNGRGQRNGYCKVJGNRTGFWEG VJGKTDQTGFQO!#PFKH[QWCTGIQKPIVQRTQXKFGVJKPIU VQFQYJCVCTGVJQUGVJKPIUCPFJQYECP[QWFGNKXGT VJGOWUKPICXCKNCDNGJQYU!1TFQ[QWPGGFVQCFFUQOG JQYU!5WEJCTGVJGSWGUVKQPUVJCVVJKUUVGRJGNRUWUEQRG YKVJ $WVHKTUVVCMGUQOGVKOGVQETGCVGCPGCVITKFYKVJTQQO QPDQVJVJGNGHVJCPFUKFGCPFCVVJGVQRHQTTQYCPF EQNWOPJGCFKPIU0QYGPVGT[QWTYJCVUCPFJQYUKP VJGUGURCEGUCUJGCFKPIU9JCVUIQFQYPVJGNGHVJCPF UKFGCUTQYJGCFU6JCVMGGRUVJGOENGCTN[KPHQEWUCU [QWTGPFIQCNU*QYUIQCETQUUVJGVQRCUEQNWOP JGCFU+H[QWJCXGPGUVGFYJCVUKPCHWPEVKQPVTGGCPF JQYUKPCPCVVTKDWVGVTGGVJGP[QWECPVT[VQOCKPVCKP DTCPEJTGNCVKQPUJKRUD[NKUVKPIVJGOKPCUUQEKCVGF 155
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The Manager’s Pocket Guide to Creativity
ITQWRUCPFD[DTCEMGVKPICPFNCDGNKPIITQWRKPIU5GG 'ZJKDKVHQTCPGZCORNG 6JGGZJKDKVKUHTQOCVTCKPKPIEQWTUG+YTQVGQP3WCNKV[ (WPEVKQP&GRNQ[OGPVCHQTOCN63/OGVJQFVJCVWUGU UWEJOCVTKEGUHQTJKIJN[GNCDQTCVGKPXQNXGFFGUKIP YQTM(QTEQORNGZQDLGEVUQTRTQEGUUGUKPYJKEJOCP[ HCEVQTUKPVGTCEVCPFTGUQWTEGEQPUVTCKPVUHTWUVTCVGVJG FGUKIPGTU+JKIJN[TGEQOOGPFVJG3(&RTQEGUU KVŏU CDUQNWVGN[ITGCVHQTTGGPIKPGGTKPIEQORNGZRTQEGUUGU 6JGUVGRU+ŏXGFGUETKDGFCDQXGHQT9JCV*QY6JKPM KPICTGCITGCVYCTOWRHQT3(&VQQ*QYGXGT3(&KU CNGPIVJ[CPFKPXQNXGFCEVKXKV[TGSWKTKPICEQOOKVOGPV QHOCP[FQ\GPUQHJQWTUQHYQTMHTQOCFGUKIPVGCO #PFKVVCMGUUQOGUVWF[VQOCUVGTōCU[QWOKIJV KOCIKPGUKPEG+YTQVGCPGPVKTGVTCKPKPIRTQITCOQP JQYVQFQKV5QHQTOQUVETGCVKXKV[GHHQTVUO[CFXKEG KUFQPŏVDQVJGTōCUKORNGTRTQEGUUYKNNRTQDCDN[UGTXG [QWTPGGFULWUVCUYGNN +PUVGCFQHWUKPIVJGOCVTKZHQTCHQTOCNCPCN[UKUQH EQTTGNCVKQPUDGVYGGPYJCVUCPFJQYUōCU3(&FQGUō LWUVWUGKVHQTDTCKPUVQTOKPI+H[QWOCMGVJGEGNNUQH [QWTOCVTKZDKIGPQWIJ[QWECPYTKVGKFGCUKPVJGOQT DKISWGUVKQPOCTMUYKVJECNNQWVEQFGPWODGTUVQKFGCU CPFSWGUVKQPU[QWNKUVDGNQYVJGOCVTKZ6JWU[QWŏTG UKORN[WUKPIVJGOCVTKZCUCXKUWCNCKFHQTVJKPMKPI CDQWVYC[UQHFGNKXGTKPIYJCVUYKVJJQYU 156
12. What/How Thinking
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EXHIBIT 10. What/How Relationship Matrix Door System Measurables
Lock System Measurables
IMPORTANCE (Scale 12–9) Door Closing Effort O/S Door Opening Effort O/S Door Opening Effort I/S Reach Dist. to Opening Mech. Pull Force I/S Dynamic Hold Open Force Static Hold Open Force Lock/Unlock Effort Lock/Unlock Time Key Insert Effort Key Operating Effort Freeze Resistance
HOWs
1 2 3 4 5 6 7 8 9 10 11 12
WHATs
Column Number Easy Close from Outside
8
2
Easy Open from Outside
2
Easy Open Inside
4
Easy Close from Inside
5
Doesn’t Kick Back
2
Stays Open in Check Position
5
Crank Is Easy to Reach
6
Crank Is Easy to Grasp/Hold
5
Easy to Operate (Man.)
6
Wipes Dry
4
11
Operates Rapidly (Elec.)
2
12
Inside Lock Knobs Oper. Easily
6
Key Operates Easily
6
Doesn’t Freeze
8
6 7 8 9 10
13 14
Good Operation and Use
5
Window Operates Easily
4
Lock and Latch Easily
3
Easy to Open and Close
1
5QWTEG #NGZCPFGT*KCOCPF'FYCTF(GKV3WCNKV[(WPEVKQP &GRNQ[OGPV #FFKPI8CNWGVQ2TQFWEVUCPF2TQEGUUGU#OGTKECP /CPCIGOGPV#UUQEKCVKQP9CVGTVQYP/#R
157
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The Manager’s Pocket Guide to Creativity
&QPŏVDGUWTRTKUGFKH[QWTCPCN[UKUDTKPIU[QWDCEMVQ GCTNKGTUVGRUQHVJGOGVJQF;QWOC[JCXGCUWFFGPKFGC VJCVKPXQNXGUGZRCPFKPIQPQTTGQTICPK\KPI[QWTNKUVUQH YJCVUQTJQYU)TGCV6JGIQCNKUETGCVKXKV[PQVPGCV PGUUUQIQCJGCFCPFTGYQTM[QWTOCVTKZVQTGHNGEVCP[ CPFCNNKFGCUKVIGPGTCVGU+HPGGFDGTGFTCYKVCPFUVCTV CICKP2GPEKNUCPFEJCNMCTGEJGCR
➥4CVKPIVJG+ORQTVCPEGQH9JCVU 6QTGHKPG[QWTYQTMFWTKPI5VGR[QWECPKPEQTRQTCVG UQOGUWTXG[FCVCQTDGUVIWGUUGUCDQWVVJGTGNCVKXGKO RQTVCPEGQHFKHHGTGPVYJCVU'ZJKDKVUJQYUYJCVU TCPMGFD[KORQTVCPEGQPCUECNGQHVQHQTGZCORNG 6JGCFXCPVCIGQHKORQTVCPEGTCVKPIUKUVJCVVJG[JGNR [QWHQEWU[QWTFGUKIPYQTMQPVJGYJCVUQTJQYUVJCV VJGEWUVQOGTUQTUVCMGJQNFGTUCTGOQUVEQPEGTPGFYKVJ #PFYJGPVJGTGUGGOUVQDGCVTCFGQHHFGEKUKQP[QW ECPHCXQTOQTGKORQTVCPVYJCVUCVVJGGZRGPUGQHNGUU KORQTVCPVQPGU,WUVTGOGODGT[QWOWUVTCVGVJGKO RQTVCPEGHTQOVJGWUGTŏUXKGYRQKPVPQVVJGFGUKIPGTŏU .GVŏUUC[HQTGZCORNGVJCV[QWYCPVVQICVJGTFCVCQP VJGTGNCVKXGKORQTVCPEGQHXCTKQWUHWPEVKQPUCPGNGXCVQT ECPRTQXKFGVQCPQHHKEGDWKNFKPIŏUVGPCPVU;QWOKIJV FQVJKUD[OCMKPICNKUVQHVJGYJCVU[QWŏXGDTCKP UVQTOGFVJGPCUMKPIVGPCPVUVQTCVGGCEJQPGQPCVQ UECNGHTQOWPKORQTVCPVVQKORQTVCPV#NUQ[QWYQWNF JCXGVQDGEGTVCKPVQNGCXGCHGYNKPGUNCDGNGFő1VJGTŒKP 158
12. What/How Thinking
❂
ECUGTGURQPFGPVUECPVJKPMQHDGPGHKVUVJCVJCXGGUECRGF [QWTPQVKEG;QWOKIJVIGVUQOGUWTRTKUKPICPUYGTUVJCV UVGGT[QWTYQTMKPVQOQTGRTQFWEVKXGCTGCU
THE IMPORTANCE OF CUSTOMER VOICE 9JCV*QY6JKPMKPIFGXGNQRGFHTQOO[YQTMKP63/ CPFRTQEGUUTGGPIKPGGTKPIDQVJQHYJKEJKPENWFGCRTKP EKRNG+HKPFRCTVKEWNCTN[CRRNKECDNGVQETGCVKXKV[YQTM 6JGRTKPEKRNGKUVJCV[QWOWUVECRVWTGVJGEWUVQOGTŏU XQKEGHCKVJHWNN[+H[QWCTGPŏVHCOKNKCTYKVJ63/VJKU VCMGUCDKVQHGZRNCKPKPI(KTUVPQVGVJCVVJGEWUVQOGTKU CP[QPGYJQEQPUWOGUQTWUGUVJGQDLGEVQTRTQEGUU KP QVJGTYQTFUEWUVQOGTUCTGVJGUVCMGJQNFGTU[QWŏTGFG UKIPKPIHQTōVJGRGQRNGYJQECTGCDQWVVJGYJCVUCPF YKNNTGEGKXGVJGDGPGHKVUQH[QWTYQTM6JCVOGCPUEWU VQOGTUCTGPQVCNYC[URC[KPIEWUVQOGTUōKPHCEVOWEJ QHVJGVKOGVJG[CTGPŏV 5GEQPFPQVGVJCVVJGEWUVQOGTŏUXQKEGKUYJCVVJQUG EWUVQOGTUUC[CDQWVYJCVVJG[YCPVKPVJGKTURGEKHKE NCPIWCIG6JKUKUKORQTVCPVGXGPKHVJG[UC[UVWHHVJCV UQWPFUUVWRKFQTNCEMUVGEJPKECNMPQYNGFIGQHVJGQDLGEV QTRTQEGUU;QWOC[MPQYHQTKPUVCPEGVJCVVJGVKOGQH CPGNGXCVQTVTKRKUDTQMGPWRKPVQőECNNVKOGŒőGITGUU VKOGŒőVTKRVKOGŒQTUQOGQVJGTUGVQHVGEJPKECNVGTOU RGQRNGWUGKPVJGGNGXCVQTKPFWUVT[$WVFQPŏVHQTEG[QWT VGEJPKECNMPQYNGFIGQPVJGEWUVQOGT+PUVGCFNKUVGPVQ 159
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The Manager’s Pocket Guide to Creativity
VJGKTXQKEGUCPFECRVWTGVJGKTYC[QHVJKPMKPICPFVCNM KPICDQWVVJGYCKV/C[DGVJG[FKXKFGYCKVVKOGKPVQ őDQTGFQOŒőGODCTTCUUOGPVŒőHTWUVTCVKQPŒCPF őCPZKGV[Œ+HUQVJGP[QWPGGFVQTGFGUKIPVJGGNGXCVQTU VQJGNRWUGTUCXQKFVJQUGWPRNGCUCPVGOQVKQPCNUVCVGU YJGVJGTVJCVKPXQNXGUEWVVKPIőGITGUUVKOGŒQTPQV 6JGRQKPVKUVJGEWUVQOGTŏUGZRGTKGPEGQHVJGQDLGEVQT RTQEGUUKUECRVWTGFKPVJGKTXQKEG#PFVJGKTGZRGTKGPEG KUVJGQPN[TGCNKV[VJCVOCVVGTUKH[QWYCPVVJGOVQDG UCVKUHKGF6JCVŏUYJ[KVŏUUQKORQTVCPVKPSWCNKV[YQTM VQNKUVGPECTGHWNN[VQYJCVEWUVQOGTUUC[CPFVJGPVQ WUGVJGKTCEVWCNYQTFUHCKVJHWNN[VJTQWIJQWVVJGETGCVKXG FGUKIPRTQEGUU
➥%WUVQOGT8QKEGCUC%TGCVKXG5VKOWNWU 9JCV*QY6JKPMKPIKUCVKVUOQUVRQYGTHWNCUCETGC VKXGVQQNYJGP[QWECTGHWNN[KPVGITCVGEWUVQOGTXQKEG KPVQKV,WUVNKUVGPVQRGQRNGVCNMCDQWV[QWTUWDLGEVQT IQCPFEQPFWEVUQOGKPHQTOCNKPVGTXKGYUYKVJWUGTUQT EQPUWOGTU+POCP[ECUGU[QWYKNNDGUWTRTKUGFD[VJGKT XKGYUōCPFYKNNNGCTPPGYYC[UQHőUGGKPIŒ[QWT UWDLGEVHTQOVJKUGZGTEKUG#PFVJGUGXKGYUYKNNJGNR[QW YTKVGCHTGUJPGYNKUVQHYJCVUYJKEJYKNNUVKOWNCVG OCP[PGYETGCVKXGVTCKPUQHVJQWIJV%WUVQOGTXQKEG ECPDGCRQYGTHWNUVKOWNWUQHETGCVKXGVJKPMKPIDWVQPN[ KH[QWIKXGKVCEJCPEG 160
13 TRANSFERAL: CREATING A CLIMATE FOR CREATIVITY WHETHER YOU ARE USING VJKUIWKFGDQQMHQTUGNH VTCKPKPIQTCTGDCUKPICVTCKPKPIEWTTKEWNWOQPKV[QW HCEGVJGUCOGFKHHKEWNVKUUWGGXGT[QPGKPVTCKPKPICPF FGXGNQROGPVFQGU JQYVQVTCPUHGTYJCVKUNGCTPGFVQ CEVWCNRTCEVKECNWUGQPVJGLQD6JKUKUUWGKUGURGEKCNN[ KORQTVCPVKPNKIJVQHVJGIGPGTCNN[CEEGRVGFGUVKOCVG VJCVQHVJGYJQRRKPIDKNNKQPKP75CPPWCNEQT RQTCVGVTCKPKPIGZRGPFKVWTGUQPN[RGTEGPVVTCPUHGTU VQRTQHKVCDNGQPVJGLQDEJCPIGUKPGORNQ[GGDGJCXKQT #RRCTGPVN[KVŏUHCTGCUKGTVQNGCTPPGYUMKNNUCPFDG JCXKQTUVJCPVQWUGVJGO +PVJKUDQQM+ŏXGRTGUGPVGFCPGYVCMGQPETGCVKXKV[VJCV KUFGUKIPGFVQJGNRDTGCMFQYPVJGUGDCTTKGTUDGVYGGP NGCTPKPICPFWUKPIMPQYNGFIG/[OCKPUVTCVGI[JCU DGGPVQIKXG[QWOQTGRTCEVKECNCPFRQYGTHWNVQQNUCPF VGEJPKSWGUVJCPCTGV[RKECNN[VCWIJVVQVTCKPGGU6JKU UVTCVGI[JGNRUENQUGVJGNGCTPKPIVQWUCIGICRD[ FGNKXGTKPIMPQYNGFIGVJCVKUGCUKGTVQWUGCPFOQTG DGPGHKEKCNVQWUG 161
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The Manager’s Pocket Guide to Creativity
$WVVJGICRYKNNUVKNNGZKUVKP[QWTYQTMRNCEGCPFKP GXGT[QVJGTWUGTŏUYQTMRNCEGDGECWUGVJGTGCTGOCP[ EQORQPGPVUVQKV UQOGQHYJKEJ+ VJGCWVJQTECP PQVGNKOKPCVG+P VJGHKTUVEJCRVGT QHVJKUDQQM+ UJCTGFVJGRGT UQPCNETGCVKXKV[ CUUGUUOGPVYKVJ [QWYJKEJYKNN JGNR[QWKFGPVKH[ “Welcome to your first staff meeting, Johnson. Since you’re new, we thought HCEVQTUVJCV[QW you could suggest creative ideas for ECPYQTMQPVQ raising profits. And the rest of us will tell OCZKOK\G[QWT you what’s wrong with them.” ETGCVKXKV[#PF PQYKPVJKUHKPCNEJCRVGT+ŏNNUJCTGCPQVJGTRGTURGEVKXG VJCVOC[CNUQDGJGNRHWNVQ[QW
TRANSFER CLIMATE AND ITS ASSESSMENT %WTTGPVTGUGCTEJKPVQVJGMPQVV[RTQDNGOQHMPQYNGFIG VTCPUHGTKPEQTRQTCVGVTCKPKPIRQKPVUVQQPGRCTVKEWNCTN[ KORQTVCPVDWVQHVGPQXGTNQQMGFUGVQHHCEVQTU VJG[EQP EGTPVJGVTCPUHGTENKOCVGōYJKEJ+FGHKPGCUVJGEQPVGZV KPYJKEJ[QWVT[VQWUG[QWTMPQYNGFIG6JKUEQPVGZVKP ENWFGUKUUWGUUWEJCUUWRGTXKUQTUWRRQTV QTNCEMQH RGGTUWRRQTVQRRQTVWPKVKGUVQWUGVJGMPQYNGFIGCPF 162
13. Transferal
❂
RGTUQPCNDGPGHKVUCTKUKPIHTQOWUGQHVJGMPQYNGFIG+H CNNVJGUGHQTEGUCTGCNKIPGFVQGPEQWTCIGWUVQWUGQWT PGYMPQYNGFIGQPVJGLQDVJGPYGYKNNWUGKV+HPQV YGYQPŏ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The Manager’s Pocket Guide to Creativity
THE TRANSFER CLIMATE ASSESSMENT Instructions: To evaluate the transferability of creativity skills in the workplace, check off all the items below that clearly apply to the workplace in question; then read the section on interpretation that follows. POSITIVE FACTORS
❏ Supervisors support and encourage use of learning about creativity on the job.
❏ Supervisors have a clear understanding of the learning and how it should be applied.
❏ People who use their creative skills in this workplace are
likely to receive positive feedback concerning their efforts.
❏ If people know you are working on a creative effort, they are likely to offer their help and support.
❏ People who use their creativity skills in this workplace are likely to receive career benefits, such as raises or career advancement.
❏ People who use their creativity skills in this workplace are likely to receive recognition and rewards.
❏ People who make creative suggestions are kept well informed about the development of their ideas.
❏ Work provides frequent opportunities to use one’s learning about creativity.
(Continued) 164
13. Transferal
❂
THE TRANSFER CLIMATE ASSESSMENT (Continued) MORE POSITIVE FACTORS
❏ Some of the most successful people in this workplace
provide good role models of creativity and its value in work.
❏ Peers (including team members) agree that it is important to devote more time to creativity in the future.
❏ Supervisors will probably set goals concerning the use of creativity techniques.
NEGATIVE FACTORS
❏ Most people in this workplace do not view creativity skills and behaviors as important.
❏ Supervisors discourage individual contemplation and
creative thinking because they are not “physical” activities (people who do them look like they are goofing off).
❏ Peers sometimes discourage creative behaviors. ❏ The organization fails to provide resources needed to use
creativity methods, such as appropriately equipped meeting rooms for group creativity and private places for individual creativity.
❏ Employees are sometimes penalized for making creative suggestions.
(Continued)
165
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The Manager’s Pocket Guide to Creativity
THE TRANSFER CLIMATE ASSESSMENT (Concluded) MORE NEGATIVE FACTORS
❏ It is often embarrassing to share one’s most creative ideas in this workplace.
❏ People who use creativity skills in this workplace usually receive no feedback on their efforts.
❏ People who use creativity skills in this workplace are more likely to receive negative feedback than positive from their supervisor(s) and/or peers.
❏ People in this workplace cannot be trusted with one’s potentially embarrassing ideas and information.
➥+PVGTRTGVCVKQPQHVJG#UUGUUOGPV 6JGIQQFPGYUKUVJKU+H[QWEJGEMGFQHHGXGPCHGY QHVJGRQUKVKXGHCEVQTU[QWTVTCPUHGTENKOCVGJCUUQOG UVTQPIN[DGPGHKEKCNGNGOGPVU6JGUGCTGHCEVQTUVJCVYKNN GPEQWTCIG[QW QTVJQUG[QWVTCKP VQCEVKXGN[CRRN[ ETGCVKXKV[UMKNNUCVYQTM'XGPQPGRQUKVKXGHCEVQTECP OCMGCDKIFKHHGTGPEG#PFKVKUPŏVVQQJCTFVQDWKNF VJGPWODGTQHIQQFKPHNWGPEGU 7UGVJGGNGXGPKVGOUKPVJGő2QUKVKXGŒECVGIQT[CUCDCUKU HQT[QWTRNCPPKPID[NQQMKPIHQTHCEVQTU[QWECPCFFVQ VJGOKZ+H[QWVCEMNGVJGHCEVQTUQPGCVCVKOG[QWECP 166
13. Transferal
❂
QHVGPCFFHQWTQTHKXGYKVJQWVVQQOWEJTGUKUVCPEG +DTKPIWRTGUKUVCPEGDGECWUG[QWYKNNEGTVCKPN[PGGF VQGPNKUVVJGJGNRQHQVJGTUōUWRGTXKUQTURGGTUVGCO NGCFGTUCPFUQHQTVJōUQDGRTGRCTGFVQGFWECVGVJGO CDQWVVJGKORQTVCPEGQHVJGUGRQUKVKXGHCEVQTU6JKPMQH ETGCVKXGYC[UVQEQPXKPEGCPFTGOKPFVJGOVJCVVJG[ PGGFVQGPEQWTCIGVJGWUGQHETGCVKXKV[KPQTFGTVQRTQHKV HTQOKV 6JGDCFPGYUKUVJKU+H[QWEJGEMGFQHHCP[QHVJGPKPG PGICVKXGHCEVQTU[QWECPGZRGEVUQOGUGTKQWUQDUVCENGU VQRTQHKVCDNGWUGQHETGCVKXKV[UMKNNU#P[QPGQHVJGUG HCEVQTUKUECRCDNGQHUCDQVCIKPIVJGVTCPUHGTQHETGCVKXKV[ UMKNNU7PNKMGVJGRQUKVKXGHCEVQTUVJG[CTGPŏVGCU[VQFGCN YKVJ;QWECPŏVHQTGZCORNGLWUVGNKOKPCVGQPGQTVYQ CPFGZRGEVVQUGGCDKIKORTQXGOGPV6JCVŏUDGECWUGYG CTGCNNRTGVV[UGPUKVKXGCDQWVETGCVKXGDGJCXKQTUōCPF SWKEMVQőRWNNKPQWTETGCVKXGJGCFUŒKHVJGENKOCVGKU WPHCXQTCDNGQTVJTGCVGPKPIKPCP[YC[ 5QVQTGCNN[RTQHKVHTQOETGCVKXKV[[QWPGGFVQYQTM U[UVGOCVKECNN[QPVJGPGICVKXGHCEVQTUYKVJVJGIQCN QHGNKOKPCVKPIVJGOCNNCUUQQPCURQUUKDNG5GTKQWUN[ #PF[QWYKNNHKPFEQPUKFGTCDNGFKHHKEWNV[KPFQKPIUQ &KHHKEWNV[CTKUGUHTQOVJTGGUQWTEGU
;QWTQYPDCFJCDKVU#TG[QWUWHHKEKGPVN[CYCTG QHVJGOVQEJCPIGVJGO! 167
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The Manager’s Pocket Guide to Creativity
1VJGTUŏDCFJCDKVU/CMGUWTG[QWDWKNFCYCTG PGUUQHPGICVKXGDGJCXKQTUUQRGQRNGYKNNDGCDNG VQőECVEJVJGOUGNXGUŒDGHQTGGPICIKPIKPVJQUG DGJCXKQTU 1VJGTUŏTGUKUVCPEG5QOGRGQRNGLWUVYQPŏVDW[ VJGKFGCVJCVETGCVKXKV[KUXKVCNN[KORQTVCPV;QW DGVVGTDGRTGRCTGFVQUGNNVJGKFGCVQVJGOQT VJG[YKNNUGETGVN[UCDQVCIGVJGVTCPUHGTENKOCVG D[DGJCXKPIPGICVKXGN[VQYCTFVJQUGYJQVT[ VQDGETGCVKXG6JGDGUVYC[VQUGNNRGQRNGQPVJG XCNWGQHETGCVKXKV[KUVQIGVVJGOVQUVWF[KVVQQ
(QTGYCTPGFKUHQTGCTOGF2NCPVQYQTMQPDTGCMKPI [QWTQYPCPFQVJGTUŏDCFJCDKVUCPFCNUQGZRGEVUQOG CEVKXGTGUKUVCPEGHTQOVJQUGYJQFQPŏV[GVWPFGTUVCPF VJGXCNWGQHETGCVKXKV[ $WVGXGPYKVJVJKUMPQYNGFIGCPFRTGRCTCVKQP[QW OC[DGWPCDNGVQGNKOKPCVGCNNPKPGPGICVKXGHCEVQTU &QPŏVFGURCKT6JGCNVGTPCVKXGKUVQDCNCPEGVJGOYKVJC NCTIGTPWODGTQHRQUKVKXGHCEVQTU9GCNNTGEQIPK\GVJCV VJGYQTMRNCEGKUPGXGTKFGCNCPFCUNQPICUVJGTGCTG GPQWIJRQUKVKXGHCEVQTUVQOCMGWUHGGNVJCVETGCVKXKV[ KUCEEGRVGFCPFDGPGHKEKCNYGECPNGCTPVQNKXGYKVJVJG QEECUKQPCNPGICVKXGTGURQPUG 9JGP[QWCEVETGCVKXG[QWCTGETGCVKXG$WVYJGP[QW CEVETGCVKXGUQOGRGQRNGVJKPM[QWŏTGPWVU*G[[QW 168
13. Transferal
❂
ECPNKXGYKVJVJCV+VEQOGUYKVJVJGVGTTKVQT[6TWUVOG VJGRC[QHHKPITGCVPGYKFGCUKUYQTVJHCTOQTGVJCPVJG QEECUKQPCNGODCTTCUUOGPV
➠
TO RECAP:
Process Tools and Transferal
These are the creative process tools and transferal material we have covered in Part 2. They will get you started on nurturing your creative greenhouse and helping others do the same. Good luck, and again . . . May the force of creativity be with you!
❂ ❂ ❂ ❂ ❂ ❂ ❂ ❂
The Creatercize Activity The Magic Toolbox Three-Step Word Association Category Expansion Surfacing Assumptions The Fault Pair Tree What/How Thinking Transferal: Creating a Climate for Creativity
169
INDEX #DUVTCEVKQP #EEGRVCPEGQHUVCVWUSWQTCVKPIQYP #NN[%CTN #NVGTPCVKXGUŌ IGPGTCVKPIŌ #UUGUUOGPVSWGUVKQPU #UUQEKCVKQPRCVJYC[UŌ #UUWORVKQPU SWGUVKQPKPI TGXGTUKPIMG[Ō UWTHCEKPIŌ UWTHCEKPIQDXKQWUVTKXKCNŌ #VVCEJOGPVVQKFGCUTCVKPIQYP #VVTKDWVGUŌ $CTTKGTU VQETGCVKXKV[ KPETGCVKXKV[CUUGUUOGPVŌ RNQVVKPI KNNWU $GJCXKQTETGCVKXGŌ $GJCXKQTCNEWGUKPKPHQTOCNDTCKPUVQTOKPIŌ $GPEJOCTMKPIGZRNQTCVQT[Ō $KRQNCTVJKPMKPITCVKPIQYP $QWPFCT[DTGCMKPITCVKPIQYPCDKNKV[HQT $QYGT%JCTNGU 171
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The Manager’s Pocket Guide to Creativity
$TCKPUVQTOKPIZŌ5GGCNUQ5WTHCEKPICUUWORVKQPU DTGCMFQYPŌ EQODKPCVKQPŌ KPETGCVGTEK\GŌ CUETGCVKXGRTQEGUU KPHCWNVRCKTVTGG KPHQTOCNŌ KPVJTGGUVGRYQTFCUUQEKCVKQPŌ KPYJCVJQYVJKPMKPI $TGCMFQYPDTCKPUVQTOKPIŌ $TGCMQWVITQWRUKPRCTCNNGNKPI $WUKPGUUTQNGQHETGCVKXKV[KPXK %CTNKUNG'NNKQVVŌ %CVGIQT[GZRCPUKQP FTCYKPI KNNWU Ō JQYVQWUGŌ %NQUGFOKPFGFNGCFGTUTCVKPI %QODKPCVKQPDTCKPUVQTOKPIŌ %QPHKFGPEGTCVKPIRGTUQPCN %QPHQTOCPEGRTGUUWTGUTCVKPI %QPVTQNQXGTYQTMTCVKPIQYP %QTRQTCVGETGCVKXKV[XK %TGCVGTEK\GCEVKXKV[Ō JQYVQWUGŌ %TGCVKQPU %TGCVKXGCUUQEKCVKQPŌ %TGCVKXGDGJCXKQTŌ 172
Index
❂
%TGCVKXGDWKNFKPIDNQEMU CDUVTCEVKQP DTGCMFQYPDTCKPUVQTOKPIŌ EQODKPCVKQPDTCKPUVQTOKPIŌ E[ENKECNETGCVKXKV[Ō GZRNQTCVQT[DGPEJOCTMKPIŌ HTGGCPFETGCVKXGCUUQEKCVKQPŌ KPEWDCVKQPŌ KPHQTOCNDTCKPUVQTOKPIŌ RCTCNNGNKPIŌ UGSWGPEKPI VTCFKVKQPCNDTCKPUVQTOKPIŌ %TGCVKXGE[ENGŌ %TGCVKXGRTQEGUUWPFGTUVCPFKPIŌ5GGCNUQ 7PETGCVKXGRTQEGUUGU %TGCVKXGUVKOWNWUQHEWUVQOGTXQKEG %TGCVKXGVJKPMKPIOGVJQFU5GG%CVGIQT[GZRCPUKQP %TGCVGTEK\GCEVKXKV[ (CWNVRCKTVTGG /CIKEVQQNDQZ 5WTHCEKPICUUWORVKQPU 6JTGGUVGRYQTFCUUQEKCVKQP 9JCVJQYVJKPMKPI %TGCVKXGVJKPMKPIRTQEGUUOQFGN KNNWU GZCORNGQHŌ IGPGTCVKPICNVGTPCVKXGUŌ NGCTPKPIHTQOVJGRTQEGUUŌ OCMKPIUGNGEVKQPUŌ RTGEKRKVCVKPIKPUKIJVU VTCPUNCVKPIETGCVKXGKFGCUŌ
173
❂
The Manager’s Pocket Guide to Creativity
%TGCVKXKV[5GGCNUQ%TGCVKXGDWKNFKPIDNQEMU %TGCVKXG E[ENG 7PETGCVKXGJCDKVU CRRNKGFZŌZK CUUGUUKPIQYPŌ DNQEMUVQXKKKŌKZ E[ENKECNŌ HCEKNKVCVKPI KPFKXKFWCNXUITQWR RTQVGEVKPIKPYQTMRNCEG SWQVGUQPŌ UGETGVVQXK XCNWGQHRGTUKUVGPEGHQTŌ XKUWCNK\KPIŌ %TGCVKXKV[CUUKIPOGPVU %TGCVKXKV[FGHKEKV %TGCVKXKV[SWQVGUŌ %TGCVKXKV[VGUV5GG2GTUQPCNETGCVKXKV[CUUGUUOGPV %TKVKECNVJKPMKPIKPETGCVKXGRTQEGUU %WUVQOGTXQKEGKORQTVCPEGQHŌ %[ENKECNETGCVKXKV[Ō &CPIGTQWUCUUWORVKQPU &KXGTUGKPRWVUTCVKPIQYP &[CFUKPRCTCNNGNKPI 'OCKNTGEQTFQHKFGCUWUKPI 'OQVKQPCNTGUKNKGPE[TCVKPIQYP 'ORCVJ[TCVKPIQYP 'ORNQ[GTUCUUGUUKPIUWRRQTVHQTETGCVKXKV[Ō Ō 174
Index
'PCDNGTU VQETGCVKXKV[ KPETGCVKXKV[CUUGUUOGPVŌ RNQVVKPI KNNWU 'PVTGRTGPGWTKCNEQPEGRVUDTCKPUVQTOKPIHQT 'ZRGTKGPEGTCVKPIRGTUQPCNETGCVKXG 'ZRNQTCVQT[DGPEJOCTMKPIŌ (CEKNKVCVQTTQNGKPDTCKPUVQTOKPIŌ (CWNVRCKTVTGG KNNWU EQPUVTWEVKPIŌ JQYVQWUGŌ (QEWUUVCVGOGPVWUGKPOCIKEVQQNDQZŌ (QTF*GPT[ (QUVGT,CEM (TGGCUUQEKCVKPI (TGGCUUQEKCVKQPŌ KPVJTGGUVGRYQTFCUUQEKCVKQPŌ (TGGCUUQEKCVKQPYJGGN (TGWF#PPC (WPEVKQPKFGCU (WPEVKQPSWGUVKQPU (WPEVKQPVTGGŌ KNNWU Ō (WPEVKQPUGZRNQTKPIŌ )TQWRETGCVKXKV[XUKPFKXKFWCNŌ )TQWROGGVKPIRNCPPGT )TQWRRTQEGUUGUETGCVKXKV[CPFŌŌ )TQWRQTKGPVGFYQTMRTQEGUUGURCTCNNGNKPICPF )TQWRRTQEGUUEQPUVTCKPVUTCVKPI 175
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❂
The Manager’s Pocket Guide to Creativity
*CNN,Q[EG%N[FG *WOQTCDQWVETGCVKXKV[Ō +FGCFCVCDCUGŌ +FGCIGPGTCVKQPUGUUKQP +FGCU CUMKPIHQT ECVGIQTK\KPIŌ GZRTGUUKPIŌ IGPGTCVKPICPFECRVWTKPI5GGCNUQ%TGCVKXG DWKNFKPIDNQEMU %TGCVKXGE[ENG %TGCVKXGVJKPMKPI OGVJQFU %TGCVKXGVJKPMKPIRTQEGUUOQFGN KPEWDCVKPIŌŌ TGEQTFKPIŌ TGXKUKVKPIŌ VTCPUNCVKPIŌ +PEWDCVKQPŌŌ +PFGRGPFGPEGTCVKPIQYP +PFKXKFWCNTGEQTFQHKFGCUCPFŌ +PFKXKFWCNETGCVKXKV[XUITQWRŌ +PHQTOCNDTCKPUVQTOKPIŌ +PPQXCVKQPU +PUKIJVU KPETGCVGTEK\GŌ TGEQIPK\KPI +PURKTCVKQPU +PXGPVKQPU +PXGPVKXGPGUUTCVKPIQYP ,QWTPCNTGEQTFQHKFGCUWUKPI 176
Index
-G[CUUWORVKQPTGXGTUKPIŌ -PQYNGFIGQHETGCVKXKV[VGEJPKSWGUTCVKPIQYP .GCFGTUJKRTCVKPIŌ .GCTPKPINQQRŌ .KOKVKPICUUWORVKQPU .KPGCTRTQEGUUOQFGNU /CEŌ /CIKEVQQNDQZ JQYVQWUGŌ VQQNGZCORNGUŌ XCTKCPVUQH /GGVKPIU E[ENKECNETGCVKXKV[HQT CUGZCORNGQHWPETGCVKXGRTQEGUUŌ 0CTTQYOKPFGFPGUUTCVKPIQYP 1RGPOKPFGFPGUUTCVKPIQYP 1TICPK\CVKQPU CUUWORVKQPUCPFŌ TGEQTFQHKFGCUCPFŌ VQNGTCPEGGTTQTCPFŌ 1UDQTP#NGZ 1XGTEQPHKFGPEGTCVKPIQYP 2CTCNNGNKPIŌ 2GGTCEEGRVCPEGTCVKPI 2GGTUCUUGUUKPIUWRRQTVHQTETGCVKXKV[Ō 2GTUKUVGPEGTCVKPIQYP 2GTUQPCNETGCVKXKV[CUUGUUOGPVXKKKŌ KPVGTRTGVCVKQPQHŌ 177
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❂
The Manager’s Pocket Guide to Creativity
2GTUQPCNETGCVKXKV[OCVTKZ KNNWU Ō 2GTUQPCNTGURQPUKDKNKV[TCVKPI 2KECUUQ2CDNQ 2NC[HWNPGUUTCVKPIQYP 2QEMGVOGUUCIGTGEQTFGTUTGEQTFQHKFGCUWUKPI 2TGEKRKVCVKPIKPUKIJVU 2TQEQPCPCN[UKU 2TQDNGOUVCVGOGPV KPCDUVTCEVKQP KPECVGIQT[GZRCPUKQP KPHCWNVRCKTVTGGŌ 2TQDNGOU 2TQEGFWTGEQPUVTCKPVUTCVKPIQYP 3(&5GG3WCNKV[HWPEVKQPFGRNQ[OGPVOCVTKZ 3WCNKV[HWPEVKQPFGRNQ[OGPVOCVTKZ 3WGUVKQPUWUGQHKPETGCVKXKV[Ō 3WQVGUQPETGCVKXKV[Ō 4GFVCRGTCVKPICOQWPVQH 4GKPXGPVKPIVJGYJGGNXŌXK 4GXKUKVKPIKFGCUŌ 4GYCTFUTCVKPIHQTETGCVKXKV[KPYQTMRNCEG 4KMCTFU6 4QNGOQFGNUTCVKPIPWODGTKPQYPYQTMRNCEG 4WUUGNN$GTVTCPF 5EJWOCPP4QDGTV 5GNGEVKQPRTQEGUUŌŌ 5GNHGXCNWCVKQPQHYQTMTCVKPI 178
Index
❂
5GNHRGTEGRVKQPTCVKPI 5GSWGPEKPI 5GUUKQPUE[ENKECNETGCVKXKV[HQT 5MKNNFGXGNQROGPVTCVKPIQYP 5MKNNFKXGTUKV[TCVKPIQYP 5QNWVKQPUGVUTCVKPI 5QNWVKQPU ECVGIQTK\KPIŌŌ 5QNXGFRTQDNGOUWUGKPETGCVGTEK\GŌ 5VCHHOGGVKPI E[ENKECNETGCVKXKV[HQT CUGZCORNGQHWPETGCVKXGRTQEGUUŌ 5VTCVGIKGU 5WRGTXKUQTUCUUGUUKPIUWRRQTVHQTETGCVKXKV[ŌŌ 5WTHCEKPICUUWORVKQPUŌ SWGUVKQPHQTOCVU 5WTHCEKPIQDXKQWUVTKXKCNCUUWORVKQPUŌ 6JQWIJVOCRKZ 6JTGGUVGRYQTFCUUQEKCVKQP JQYVQWUGŌ UCORNGVCDNG KNNWU 6KOGRTGUUWTGUTCVKPI 6QNGTCPEGGTTQTŌ 6TCKPKPITCVKPIQYP 6TCKPKPIVTCPUHGTCUUGUUOGPVZK 6TCPUHGTENKOCVGŌ 179
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The Manager’s Pocket Guide to Creativity
6TCPUHGTENKOCVGCUUGUUOGPVŌ KPVGTRTGVCVKQPQHŌ 6TCPUHGTCNZKŌ 6YCKP/CTM 7PETGCVKXGJCDKVUŌ HCKNWTGVQCUMSWGUVKQPUŌ HCKNWTGVQGZRTGUUKFGCUŌ HCKNWTGVQMGGRVT[KPIŌ HCKNWTGVQTGEQTFKFGCUŌ HCKNWTGVQTGXKUKVKFGCUŌ HCKNWTGVQVJKPMKPPGYYC[UŌ HCKNWTGVQVQNGTCVGETGCVKXGDGJCXKQTŌ HCKNWTGVQVT[DGKPIETGCVKXGŌ HCKNWTGVQYKUJHQTOQTGŌ 7PETGCVKXGRTQEGUUGUŌ EQODCVKPI 8KUWCNVJKPMKPIŌ 8QKEGOCKNTGEQTFQHKFGCUWUKPI 9GNNU*) 9GTVJGKOGT/ 9JCVJQYTGNCVKQPUJKROCVTKZ KNNWU Ō 9JCVJQYVJKPMKPIŌ JQYVQWUGŌ 9QTMRNCEGRTQVGEVKPIRGTUQPCNETGCVKXKV[KP 9QTMRNCEGETGCVKXKV[5GG2GTUQPCNETGCVKXKV[OCVTKZ ;QWPI,COGU9GDD
180
