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PROVOCATIONPROVOCATION&&

MOVEMENTMOVEMENTA DIVERGENT TECHNIQUEA DIVERGENT TECHNIQUE

FOR THE CREATIVE PROCESSFOR THE CREATIVE PROCESS

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TOOLSTOOLS

3

IdeaGeneration

4

Evaluation

1

ExternalMapping

2

InternalMapping

Provocation &Movement

EDUCATION QUESTIONNAIRES GROUP SESSIONS

0

Predisposition

techniques

ph

ases

WE ARE HERE!WE ARE HERE!

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Provocation: you leave reasoning by using an apparently illogicthought

Example: restaurants do not let you to pay

Movement: you get a new useful idea after having accepted theprevious provocation

Esempio: you don't need to pay immediately(Diners Club)

PROVOCATION & MOVEMENT

Adapted from E. De Bono

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TECHNIQUES OF PROVOCATION & MOVEMENT

Provocation

Movement

1. Negation

1. Extracting a principle

2. Focusing on differences

2. Change of logic

3. Exaggeration

4. Dream

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TECHNIQUES OFPROVOCATION

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1. NEGATION

2)Negate reality

1)Detailed description ofsomething we take for granted

Particularly useful to examine methods, procedures or

stable systems It shakes existing procedures, forcing to consider them

deeply and in a new way

Steps:

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1. NEGATION

Examples:

Ex. 1 :

P: Scooter is a tailoring product

Scooter is a mass product

Ex. 2 :

P: Lets change our hull just for the fun of it

You change your hull when it is strictly necessary

Ex. 3 :

P: I create my own scooter by myself

You buy your scooter at the shop and it is ready

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It is obtained by modifying usual order of events, time

sequence, cause-effect relationships, semanticrelationships,

2. CHANGE OF LOGIC

Es.2 :

P: During the trip, I 'fill up' too

During the trip I fill the scooter up

Es. 1 :P: The keys look for meI look for the keys

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It requires measures and dimensions: number, frequency, volume,

temperature, duration

It means suggesting a measure which is outside fromusual range.

3. EXAGGERATION

Es. 1 :

P: Policemen have six eyes

Policemen have two eyes

Es. 2 :

P: Scooters are colourless

Scooters present few colour variations

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It is obtained by expressing a fanciful desire which

is impossible to realize.

4. DREAM

Ex. 1 :P: My scooter should always be brand-newThe hull of a scooter can be scratched very easily

Ex. 2 :

P: My scooter is as comfortable as my car

Travelling by scooter is not very comfortable

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TECHNIQUES OF

MOVEMENT

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They allow your mind to move freely after a provocatorystatement in order to reach a useful idea.

TECHNIQUES OF MOVEMENT

1. Extracting a principle

2. Focusing on differences

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List meaningful characteristics from the subject of provocation.

1. EXTRACTING A PRINCIPLE

Example: finding new means of communication for an advertising agency

P: Let's go back to the town crier

You use public telephones free of charge and theconversation is interrupted by advertising messages

Movement:principles

Creative Idea:

Provocation:

The town crier stays among people

The town crier can modify his message according to theaudience

The town crier cannot be turned off

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Movement:differences

Creative Idea:

Provocation: P: Scooters are as comfortable as cars

2. FOCUSING ON DIFFERENCES

Compare differences between new (provocation) and old(reality) way of doing things.

Example: Create a scooter for middle-aged people

Scooters may have heating

Living spaces are wider

Position is more correct thanks to a comfortable seat

Wide loading rooms focused on one use (laptop, bottlerack,). Mobile back that can also be used as a

backpack. Adjustable seat.

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CONTACTS:CONTACTS:

Alberto F. De Toni: detoni@uniud.it