Jumpstarting
Creativity For Business Success
By Robert Evans Wilson, Jr.
© 1999, Robert Evans Wilson, Jr.
In today's highly competitive business climate, creativity can
no longer be limited to artists and inventors. The marketplace is
changing rapidly, and in the words of Intel CEO, Andrew Grove,
companies must "Adapt or Die!" Every organization needs people who can
bring new ideas to the table. People who can come up with new uses for
old products... new techniques to close sales... new methods for
increasing productivity... or, in this era of downsizing, new ways to
do more with less!
The good news is that ingenuity is not a gift, but a skill that can be
cultivated. The trick is getting those creative juices flowing. But,
how do you go about doing that?
Nobel Prize winner, Albert Giorgi, the man who discovered vitamin C,
offered this answer, "Discovery consists in looking at the same things
as everyone else, but thinking something different."
But, how do we go from looking at the same things to thinking something
different?
The key to creativity is looking at things in different ways
-- that is getting a another perspective. But that only answers part of
the question. The rest of the answer comes from understanding the
essence of creativity: Problem Solving or Satisfying A Need. It's as
simple as the old saying: "Necessity is the mother of invention."
And, that old saying also tells us when we are most likely to be
creative? When we're forced into it!
You are also likely to be creative when something is annoying you. Is
there something you hate to do, but simply can't avoid? That's an
indicator of a situation in need of improvement. At home or at work,
whether it's a squeaky door hinge or sluggish sales, you will be most
creative -- and most likely to come up with a solution -- when you are
truly irritated.
So... How can you become more creative? One way is to observe creative
people and emulate their characteristics. All creative thinkers have
three primary traits. Of those, first and foremost, is the belief they
are creative. Ninety percent of being creative is thinking you are and
with that comes the confidence that you'll come up with the right
answer when the need arises.
The second characterisitic of innovative people is that they are
flexible in their thinking even when they don't have to be. They
readily abandon traditional ways of viewing things and go off in new
directions. Try it yourself; select any item off of your desk and think
of another use for it. Can't decide which item choose -- start with an
easy one -- try a paperclip. You'll be surprised how many you can come
up with.
Next select two objects and try to come up with a new product. One
definition of creativity is the combination of two or more existing
ideas into a new one. In fact, some R&D departments employ
people to sit around and do just that. (Which might explain where those
bizarre inventions as the Salad Shooter and the Hot Topper came from.)
The third and most important trait of creative thinkers is they expose
themselves to new experiences and different viewpoints. By opening
their minds to new stimuli, they literally lay down new neural pathways
in their brains -- opening new channels of thought. Then, when they are
confronted by problems, they have all that extra brain-power ready to
assist them.
Sometimes, however we have to force ourselves to try something new. Why
is it that we'll exercise our muscles, but let our brains languish?
That's because most of us have worked hard to learn and establish the
comfortable patterns of life we follow. For example, can you imagine
reinventing your morning routine everyday? No way, we'd never get
anything done. Many of these patterns are shortcuts that reflect
previous efforts of creativity on our parts. But, there could still be
an even better way just waiting to be discovered.
Baseball great, Branch Rickey said, "To succeed, preparation has to
meet opportunity." Will you be ready when opportunity knocks? You can
be if you're expanding your brain power by experiencing as many new
things as possible.
Here are two easy ways you can expose yourself to new stimuli. First,
simply read more. Read a variety of magazines -- not just the ones you
like -- ones you wouldn't ordinarily read. Second is to listen a broad
mix of radio stations. Select a different one each week, and again,
don't choose what you already enjoy. Force yourself to acquire new
tastes.
Living a creative lifestyle is great, but occasionally you need answers
NOW, yet nothing is forthcoming from your brain. Here's a simple
technique that will help jumpstart your creativity: Put It In
Writing! Write down everything you know about the problem;
every aspect and everything it affects. Pretend you're writing a term
paper or a report for a third party who knows nothing about it, but
needs to know everything. The very process of writing in such detail
forces you to look at the issue from many angles or to get a different
perspective -- and this is the key that often stimulates a workable
idea.
When you have a number of people to work with, a fun way to generate
ideas is to use Brainstorming. This is when a group gets together and
everyone throws out ideas until a workable one is found. However, in
order for Brainstorming to work, a few rules must be followed:
1. All ideas are valid. This encourages people to take risks and offer
outrageous ideas.
2. All participants are equal, and no one is allowed to critique or
evaluate anyone's idea.
3. Go for as many ideas as possible -- quantity over quality -- then
sort for best one later.
4. Branch out and expand upon ideas as they are offered. Build on it or
morph it to take the
Brainstorming process to a new level.
Developing your ability to think creatively prepares you to handle
difficult situations as they arise, and think faster on your feet.
You'll also find that you're getting more out of life. Because your
mind is open to new stimuli, you'll be discovering exciting new things
to do. So, start taking the less obvious choices you're offered and see
what you new thoughts you begin to have. You may be pleasantly
surprised!
Robert Wilson is an advertising consultant and speaker, contact him at www.jumpstartyourmeeting.com.
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