Transcript Creativity Adapted from J. Scott Armstrong Updated June 2014 Creativity-R16 Learning Diary The lectures follow an experiential learning experience. To make this work properly: 1.

Creativity
Adapted from J. Scott Armstrong
Updated June 2014
Creativity-R16
Learning Diary
The lectures follow an experiential learning experience.
To make this work properly:
1. Obtain a learning diary (paper). A 10 x 13 bound
diary is suggested.
2. Keep it up to date.
3. Take the learning diary with you to all class sessions.
4. For self-learners, use the diary to track your
learning progress for all of your learning activities.
Adprin.com
2
Objectives of this session
To understand and apply these principles and
techniques (not to convince you). Ask for clarification as
needed.
Set a goal for yourself on how many principles and
techniques you plan to use by the end of this session.
Even a goal of one will help you. Put this in your learning
diary now.
Note: We will discuss only some of the slides. When you go
through the lecture on your own, view it in “Slide Show” and
follow the experiential procedures.
Adprin.com
Procedure
Focus on understanding.
Record questions in your learning diary that will help
you to apply the techniques or principles, then,
after you decide which ones you want to apply, try
to answer these from the readings. If not clear, ask
others for help.
Adprin.com
4
Discussion topics
Selecting creative people
Nurturing their creativity
Adprin.com
5
Selecting creative people via a personality test
Describe the personalities of creative people in your learning
diary.
(Time out for brainwriting).
In brainwriting, each person writes as many ideas as they can on
a topic.
It helps to set an ambitious goal for the number of ideas.
Once you have your list, click for a list of characteristics.
Adprin.com
6
Which list describes creative people?
(Persuasive Advertising p 279)
Less-creative
A
fun-loving
sociable
meek
supportive
extroverted
aesthetically sensitive
gentle
patient
concerned with others
More-creative
B
compulsive
aggressive
argumentative
ambitious
independent
hostile
anxious
enthusiastic
Click again to see the answer.
Source: Ng (2001)
Adprin.com
7
Hiring creative people
Assume that you want to hire creative people for advertising.
How would you do this? Write your answers in your learning
diary then click for answers.
1. Use pre-specified evidence-based criteria (e.g., on
personality or cognitive skills).
2. Ask for evidence of creativity in their prior work.
3. Give a test that is a sample of the job they would do.
4. Do not meet the person until after deciding that you want to
hire that person (For a summary of the research, see Grove, et
al. 2000; for an example of an application, see this review of
Moneyball).
How many of these does your organization use?
8
How can you harness the creativity
of a group of people?
“If you had to identify, in one word, the reason why the
human race has not achieved, and never will achieve
its full potential, that word would be ‘meetings.’”
(Dave Barry)
“Search the parks in all the cities, you won’t find statues
of any committees.”(David Ogilvy)
If you must meet in groups, keep the groups small and
have a facilitator who structures the meetings. (See
PA, p. 285)
Adprin.com
9
Describe how to get people to contribute
creative ideas
Write at least 2 ideas in your learning diary, then
go to the next slide.
Adprin.com
10
Methods to improve creativity
1. Virtual groups: Avoid face-to-face meeting
2. Brainstorming
with analogies
3. Brainwriting
– Gallery writing
– Electronic brain writing
Adprin.com
Virtual groups: Speculation
Benefits
Saves time (scheduling, traveling, no show, idle banter)
Enhances creativity (fewer distractions)
Allows for analysis (self-paced)
Provides good records (and individual contributions
apparent)
Costs
Less fun for some people
If someone does not contribute, it is obvious
Requires more thinking; pressure to perform
Some are unable/unwilling to do things independently
Adprin.com
12
Stages in developing creative ideas
Do each stage separately:
– Generate ideas
– Evaluate ideas
Adprin.com
13
Structure aids creativity
Contrary to popular belief, structure aids creativity.
Such things as brainstorming have been shown to
produce far more creativity than unstructured
meetings.
How many of you have used brainstorming?
Adprin.com
14
Brainstorming
• Brainstorming uses a highly structured set of rules in a
face-to-face setting.
• The rules are designed to reduce evaluation,* aim only at
quantity, and ensure that no ideas are lost.
• The process requires a trained facilitator (who does not
contribute ideas), and a person who records ideas.
• In practice, brainstorming is expensive and rarely used.
* The original design was to discourage negative
evaluation. Later research found that positive evaluation
was even more damaging.
Adprin.com
15
Brainwriting is more efficient and creative
than brainstorming
Brainwriting is superior to brainstorming:
–
–
–
–
–
Less expensive (no need for a trained leader or recorder)
No need to meet (people can work when convenient)
An effective way to remove group pressure
Easier to keep ideas anonymous
Shown to foster creativity
Use brainwriting, not brainstorming as shown by
experimental studies (Gallupe, Bastianutti & Cooper 1993)
Brainwriting is particularly useful when done electronically.
Adprin.com
16
Enhancing brainwriting
• Checklists used to solve problems allow brainwriting
to be directed at each item (e.g., relevant persuasion
principles).
• Analogies (e.g., looking at how similar products were
advertised).
• Problem-storming: Write alternative ways of stating
the problem (problems often imply solutions).
• Gallery writing: Participants prepare unsigned lists of
their ideas for groups. This approach is effective and
participants like it (See Aiken & Vanjani 2003).
Adprin.com
17
Elevators: A design problem
People in a 30 story apartment building are
complaining about the long wait for elevators. There
are two elevators and there is no room to add a third
elevator in the building.
Your group has been asked to suggest solutions. You
have three minutes to write your solutions in your
learning diary. Then exchange with another person.
Adprin.com
18
Problem storming
• What problem are you solving? The way you state
the problem implies a solution – and can restrict
creativity. Brainwrite at least 5 ways to state the
problems in your learning diary. When you finish,
click here
• Example 1: How can we make people happy?
• Example 2: Are there other ways to get people to
other floors?
19
Keeping unusual ideas alive
Problem: Unusual ideas tend to die quickly
List two or three ways of reacting to someone’s creative
idea in a group meeting in your learning diary.
A solution: Nurture ideas using the “Build” technique.
1. Listen
2. Suspend evaluation
3. Find ways to improve ideas
Adprin.com
20
Develop action steps for applications
Write a plan for applying at least one technique from
this session.
Be explicit about what you will do.
Set a time deadline for completing the application.
Start your applications report for this course. Describe
your plan and, later, how it turned out.
Adprin.com
21
Advice on learning techniques
One study found that fewer than 10% of students were
successful in applying new knowledge.
• This went to 20% if they actively applied what they
were taught during a class session.
• It went to 90% when they worked with a learning
partner and coached each other.
Select techniques to apply
Adprin.com
22
Follow-up: Complete prior to next session
1. ___ Go through this lecture on your own (It is on
the Educational Materials page)
2. ___Study Persuasive Advertising pages 278-286
and record your reading time in your learning
diary. Highlight techniques and principles that you
want to apply in yellow.
3. ___ Complete the End of Chapter Questions for
“Creativity” and check your answers against PA.
Adprin.com