SHR603-6

Creativity for Managers

WEEK 5
The Creativity Process and Structured Techniques
Dr Pauline Loewenberger

Topics
How do we overcome individual
blocks to creative thinking?
Examples of structured techniques
for creative thinking

Reproductive versus
Productive Thinking
Routine responses of everyday thought
processes are, of course, appropriate most of
the time.
Patterns and mindsets of reproductive thinking
block creative thinking
False assumptions
Patterning
Mindsets

To think more creatively we need to break down

the cognitive blocks
How?

Blocks to creative
thinking

Identifying the wrong problem

Judging ideas too quickly
Stopping with the first good idea
Failing to get the support of others
Failing to challenge assumptions

Proctor (2014:29)

Creative Thinking
Process (Wallas, 1926)

Interest
Preparation
Incubation
Illumination
Verification
Exploitation

Whole Brain Model (Hermann/Wallas)

Preparati
on and
Verificatio
n

Incubati
on and
Illuminat
ion

Creative Problem Solving

Process
Identify problems and opportunities
Define goals
Explore possible strategies
Anticipate outcomes and act
Look back and learn
Brandford and Stein (1993) drawing on Wertheimer (1959) Polya (1957) Newell and
Simon (1972)

Creative Problem Solving Process

Mind Gym:
Using structured techniques within the Osborne-Parnes framework

1. Mess/Objective Finding: define challenges and opportunities

2. Data finding: Gather information about the problem
3. Problem Finding: Redefine the problem
4. Idea Finding: Generate as many ideas as possible
5. Solution finding: Evaluate, combine, develop, choose
6. Acceptance finding: Social validation, implementation
(Parnes 1992)

Stages in problemsolving (Simon 1977)

Nine-Stage Creative Problem

Solving Process
1.Constant analysis of environment
2.Objective finding
3.Fact finding
4.Problem finding
5.Specifying assumptions
6.Idea finding
7.Solution finding
8.Acceptance finding
9.Post implementation review and control
(Proctor 2014)

Example of nine-stage process

(Proctor 2014:73)
1. Salesmen feed back information on competitors activities
2. New competitor is reported to be operating in some areas.
Action necessary
3. Further reports reveal competitor is a large MNC wanting to
muscle in on demand for main line of business
4. New entrant likely to offer at prices lower than it costs us to
make them
5. Assume undercut by 5%
6. Price war could be disastrous. Alternatives?
a. Do nothing
b. Offer large discounts for big orders/early payment
c. Differentiate product

7. Combination of a and b
8. Inform salesmen and distributors
9. Monitor success

Creative Problem
Solving
(Osborne-Parnes)
1. Objective finding: Sensitive to challenges, opportunities
2. Fact finding: Gather information
3.Problem Finding: Redefine the problem
4.Idea Finding: Generate as many ideas as possible
5. Solution finding: Evaluate and improve shortlisted ideas.
6. Acceptance finding: Implementation

Stage 3: Redefining the Problem

Technique 1: Boundary examination
(De Bono)
Providing more provocative problem definitions

Initial statement of the problem

Underline key words
Examine each key word for hidden assumptions
Can the problem definition be improved?

Stage 4: Redefining the Problem

Technique 2: Five Ws and H
I keep six honest serving men
(They taught me all I knew);
Their names are What and Why and
When
And How and Where and Who
(Kipling 1902)

Stage 4: Idea
Finding
Lots of techniques! Some examples:
Brainstorming/Brain writing/Brain
writing Game
Synectics
Greetings cards
Super heroes
Six thinking Hats (Be Bono)
Productive thinking (Hurson)
Lotus Blossom

Stage 4: Idea Finding

Technique 1: Classical Brainstorming
Based on 2 principles and 4 basic rules
Principles:
1. Deferred judgement
2. Quantity breeds quality
Rules:
3. No criticism
4. Freewheeling is welcomed
5. Quantity is wanted
6. Combination and improvement are sought

REFLECT
How might techniques of structured
problem solving help overcome
cognitive (and other) blocks to creative
thinking?

Essential Reading
Chapters 4 and 5
Proctor T (2014) Creative Problem
Solving for Managers: Developing
skills for decision making and
innovation 4e. Abingdon:
Routledge (4e ebook)
Chapters 6-12 Structured
techniques for use at each stage
of the CPS process