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Introduction to Creativity

100s of definitions of creativity

An imaginatively gifted recombination of knownelements into something new - Miller

A means of expressing inner conflict that otherwisewould issue in neurosis, a mental purgative thatkeeps men sane. - Freud

Something that has novelty or value; is unconventional(modifies/rejects previously accepted ideas); requireshigh motivation and persistence over a considerabletime span or at high intensity; initially vague and ill-

defined.The Process of Creative Thinking Newell, Simon, Shaw

Many studies show it can be taught/enhanced, likewiseinhibited/suppressed

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CPS evolved from the scientific method CPS stages have Divergence / Convergence

activities:

1. Opportunity delineation/problem definition

2. Compiling relevant information

3. Generating ideas

4. Evaluating, prioritizing ideas

5. Developing implementation plan

Cost-effective model to use

ROIs of 200% or more are common

The Creative Problem Solving (CPS) model

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Couger Variant of the CPS Model

OpportunityDelineation,

Problem

Definition

CompilingRelevant

Information

Generating

IdeasEvaluating,

Prioritizing

Ideas

Developing

Implementation

Plan

S

T

I

MU

L

U

S

A

C

T

I

O

N

BoundaryExamination

Manipulative

Verbs

Progressive

Abstraction

Wishful Thinking

5Ws/HManipulative

Verbs

Brainstorming/Brainwriting

Analogy/Metaphor

5Ws/H

Wishful Thinking

Wildest Idea

Problem Reversal

Force-FieldProgressive

Abstraction

5Ws/H

Divergence

Convergence

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Divergence Guidelines

At start of each phase we want to expand range of choices:

Defer Judgment- give peoples ideas a fair hearing

Quantity Breeds Quali ty- more possible a good idea will

appear

H itchhik ing is Encouraged- piggybacking on ideas of

others is encouraged

Combine and Modify I deas- synergy leads to

improvement

Think in Pictures- visualize your ideas

Stretch for I deas- when all appears dead, continue

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Convergence Guidelines

At the conclusion of each phase we want to narrow choices:

Be Systematic- identify all appropriate factors forevaluating alternatives

Develop Evaluative Measures- rating and ranking

Use I ntui tion- dont discount feelings and hunches

Avoid Quickly Ruling Out an Area for Consideration-

dont rely on pat answers, company policy, or status quo

Avoid I dea-Ki l ler Views- dont converge too quickly

Satisfice- quit when an acceptable solution identified

Use Optimizing Techniques if Possible- example: linear

programming

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Relevance of CPS model to IS

Creativity Techniques have been applied to:

Addressing shortage of qualified employees for a

fast-growing, internationally-based commercial

software development firm

Evaluating pilot tests for a new system in a leading

express mail company

Developing an enterprise model for a

microelectronics manufacturing firm

Improving receptivity to CASE tools for a firm inthe petroleum industry

Reducing programmer/analyst turnover in an

insurance company

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Generating Ideas

An incubation period during which your subconscious

often supports your conscious creative efforts Requires preparation including a knowledge of the area of

interest and the ideas of others as well as discipline

Can be planned: make conscious habits to aid

subconscious process - relaxing, recording, and,humor/exercise

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Brainstorming/Brainwriting

1. Pick a problem/opportunity where each person

has knowledge/motivation to contribute2. Define the problem in neutral terms.

3. Record the ideas on flip charts where all can see.

4. Suspend evaluation or judgment until all ideas given.

5. Stretch for ideas, do another round even considering

outrageous ideas and accept them all. Quantity over

quantity.

6. Encourage embellishment and idea building.

Brainwriting differs in that ideas are written mitigating

dominant participants, social disapproval, and authority

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Analogy/Metaphor

Analogy- similarity between things otherwise dissimilar,

"make the familiar strange and the strange familiar" Metaphor- term applied to another, unrelated

term to create a non-traditional relationship

1. Withholding evaluation, generate a list of objects,

persons, situations, or actions that are similar butunrelated to the problem.

2. Select one analogy and describe in detail w/o relating to

original problem.

3. Examine the items generated and translate to statementsthat apply to problem/opportunity in question.

4. Examine each statement and discuss its application to

problem/opportunity

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Interrogatories (5Ws/H)

Who?What?When?Where?Why?How?

Helps to expand view and ensure all problem aspectsconsidered

1. Develop a question for each W and the H. For example,

Who will be affected by the new application?

How might an application be used for other

purposes?

Why provide this service to our customers?

Whatcustomer category would best use this product?2. Develop responses to each of your questions.

3. Evaluate alternative approaches suggested by your

responses to your questions.

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Wishful Thinking

Expand your horizons in viewing a situation and not be

confined by your understanding of constraints

1. Develop a problem statement

2. Open solution space to all possibilities anything is

possible

3. State alternatives in terms of wish/fantasy

4. Convert wishes to practical statements

5. Repeat steps 3. and 4., if necessary

Wildest Idea Technique - generate bizarre wild ideas

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Problem Reversal

Premise: reversing your assumptions about a problem

provides new perspectives in thinking

1. Write the problem statement in question form.

2. Identify the "verb" or action content of the statement.

3. Reverse the meaning of the verb or action content and

restate the problem in question form.

4. List answers to the reversed problem statement.5. Reverse the answers stated in step 4.

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Suggested Readings

Creativity & Innovation in Information Systems

Organizations, J. Daniel Couger Creative Problem Solving and Opportunity Finding, J.

Daniel Couger

Creative Thinking in the Decision and Management

Sciences, James R. Evans

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The End