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Creativity techniques

ING Retail NL Venturing

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Functionality chokescreativity

Creativity skillsfunctionality

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In 90% of the cases It is about enthusiasm, and not about creativity.

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3 conditions for creativity

• You are stuck• There is a problem• You need Inspiration

or

• Motif• Means• Opportunity

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Rational RationalIncubation

Wall ldea

Creative process

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About incubation…

I am just a copier, an impostor. I wait, I read magazines.

After a while my brain sends me a product…

I am my brain’s publisher

Philippe Starck

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People use their brain economically - Blockade 1

• Our memory works with patterns

• Therefore we are able to respond quickly and adequately to our complex environment

• And we can function without paying attention all the time

Roads form because

we go them

Drivingon my

automatic pilot

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What does the sign say?

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Can you read this?

Ancdroicg to a raceersh on a Esgnlih uvsinertiy,

it deos not mttaer in waht oedrr ltteers are set in a

wrod. As lnog as the fsrit and lsat leettr are in

the rhgit pcale. The rest of the lrttees may be

pcaeld rlmndoay. You wlil see you are slitl albe

to raed it. Tihs cmeos due to the fcat taht you

don’t raed evrey ltteer, but the wrod as a wlhoe.

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Patterns and creativity - Blockade 2

• Patterns are dominant routes in our memory based on experiences.

• Creativity is developing new patterns.

• Creativity needs abandoning the old patterns first: unblock

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What do you see?

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Creativity – Blockade 3

Is about letting go,

free your mind

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Dare to let go

unblock

Re-connect

Re-imagine

Rational analyses OriginalSolution

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Order

Chaos

creativityForce to fit

Creativity Techniques From order to chaos and back to order - Blockade 4

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Creativity techniques

• 2 goals• To inspire, break away from daily business

• Incubation

• 2 techniques

Climbing Flying

• 2 varieties• Spoken

• Silent: writing, drawing

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6 skills for creative thinking

• Postpone your judgment • Ask questions

• Change your perspective

• Open up your horizon

• Associating/Combining

• Visualizing

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And number 7: Humor!

The brain chemistry The brain chemistry for humor is the same for humor is the same as that for creativityas that for creativity

A mind that sees humor and incongruities in situations is more likely to come up with unusual of creative solutions

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eldIdea killers are strictly forbidden!

It doesn't grab me. It's not in our image. It's not in our style. It sounds too simple. It sounds too complicated. We'll never find the time to do it. Sounds crazy to me! We've never done anything like

that before. Has anyone ever done anything

like that before?It'll turn everybody off.Yuck!That's not consistent with the way

we do things here. How in the world did you come up

with that?! Let's be realistic...

Come on...get serious.Great idea-but not for us.People will say we're silly.People will say we're reckless.What will people say?It'll never work.Do you really think that would work?I don't know...Why bother?Sorry...try again.That's a new one to me.That's very interesting, but...That's fantastic, but...Yes, but...Who's going to do it?(Silence)

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5 agreements/rules

• Everything stays within 4 walls, nobody talks about what happens

• Be free

• Do not judge

• Stepping stones: build on each other's ideas

• It’s a team effort, not an individual contest

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The objective observation trap – Blockade 5

Our observation is clouded by:

• Our attention• Intensity of stimuli• Physical fitness• Emotions• Expectations• Interests• Biases and prejudices

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Name the colors not the words – Blockade 6

Yellow Blue OrangeBlack Red Green

Purple Yellow RedOrange Green Black

Blue Red PurpleGreen Blue Orange

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Techniques are all about…

• Letting go• Associating:

• Flower association: associate around one word• Chain association: associate from one word to another

• Combining• Use external stimuli to stir it up • Don’t be satisfied to easy, ask for more and more

and more

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Flower association and Chain association

FreshYoung

NaiveNo fear

MSN

Broke Peer pressure

FreshYoung Fridge Kitchen House Street

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Creative process

1. Definition of the problem (DP)

2. Idea development (ID)

3. Idea selection (IS)

4. Idea enrichment (IE)

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1. Definition of the problem: challenging the definition

1. Briefing of the problem owner• Ask the W questions: What is the problem, Who,

Where, Why, When etc

2. Redefinition: everybody makes his own definition, starting with: “How can we..” or “Invent…”, make sure the definition is• Surprising• Provocative• Stimulating

Try not to find the best formulation but:•Challenge the problem•Change point of view •Break away from old patterns

“As soon as you have made a thought, laugh at it.”

Lao Tzu

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An example of redefinition

Waiting lines in the supermarket

Research showes that 80% of the customers is irritated because they have to wait for a long time.

How can you redefine this problem?

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2. Idea Development: always start with a Purge

Purge means cleaning or releasing and it is aboutreleasing one’s top of mind ideas:• High speed makes it less rational • Quantity: as much ideas as possible, the best

ones come at the end• Indicates the mental blockade• Important for group dynamics• Deliberately results in hilarious non-sense

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2. Idea Development: creative techniques to explore new and more remarkable options

• Climbing• Step-by-step• Partly rational, force to fit is easy• Needs discipline• Works if problem is not fully analyzed

• Flying• Via non-sense/chaos/wildest idea• Attitudes towards the technique differs

between two extremes: we-change-the-world/inspired versus ridiculous, waste of time

• Force to fit takes more effort

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eld2. Idea Development: force to fit

• Return to the problem: how can you put the creative products to use

• Back to ratio • Enrichment of the ideas • Combining different idea-fragments into a few

broader concepts

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Order

Chaos

creativityForce to fit

Creativity Techniques From order to chaos and back to order

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eldMore More Connect the dots with 4 straight lines

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If we had a thick pencil, we could join the dots with just three lines.

Why stop at three lines? Why not take a very thick pencil and do the job with just one line?

Even with a thinner pencil, we could still make do with three lines by folding the paper so that the dots were closer to each other.

If we laid the paper on the ground, we could draw one very long line which encircles the Earth three times, joining one row of dots each time.

And if that sounds a bit far-fetched, we could do the same thing by rolling the paper into a cylinder.

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Yet another solution is to fold the paper in three, so the rows of dots all line up, and fold it again and poke the pencil through!

In mathematical terms, parallel lines are sometimes considered to "join" at infinity, so here's a solution that uses just three lines! This solution uses five lines, but the rules said we were only allowed four! In this case, we're questioning the assumption that we have to follow the rules!We could tear the paper in pieces and line the individual strips of dots up.

Or let somebody else draw that fourth line.

Tie two pencils together and use them to draw the lines.

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Now you might say that some of these "solutions" are outlandish, unfair and not within the spirit of the problem. And you would be right. In many situations, it's just not

practical to do things like circling the Earth with a red pen, or it's not allowed to do things like breaking the rules. In these situations, you might be forced to live with certain

constraints and assumptions.

The point here is to encourage you to look for false assumptions and artificial constraints, and eliminate them.

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2. Climbing - Discover your Assumptions

• Exploring the problem1. Underline every important term in the problem

2. Associate around every term

3. Discover the assumptions

4. Play with every assumption, get rid of it or turn it around to find new solutions and ideas

• Similar features1. Make up 5 solutions for the problem

2. Discover the similar features of all the solutions

3. Get rid of one feature

4. Make up 5 solutions

5. Etcetera

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2. Climbing - Discover your Assumptions

1. Find Congruence1. Determine the essential term in a problem

2. Find the opposite of the essential term

3. A• Name as many features of the opposite as possible• Use these features as to make up new solutions

3. B • Draw the original term and the opposite• Find the similar features• Use these features to make up new solutions

analogonoriginal

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2. Climbing - SCAMPER

1. Underline every important term in the problem 2. Reformulate:

• Substitute

• Combine

• Adapt

• Modify

• Put to other uses

• Eliminate

• Reverse

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2. Flying - MATEC or random word

1. Take 3 essential terms from the problem

2. Horizontal: make a chain association of 5 words

3. Vertical: chain association of 4 words

4. Choose 2 random words out of 75 words

5. Use those words to inspire for new solutions

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2. An example of MATEC

Young Jumping School Study Driving licenseFree Horse Books Money AccidentCelebrate Grass Writer Rich InsuranceParty Green Word Hilton FeeCake Army PC Minibar Flat

You can also use a dictionary to choose random words

Problem: Keep our young customers happy

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2. Flying - metaphors

1. Find a metaphor for the situation

2. Paint a picture, make it expressive, explore the metaphor

3. Search for different solutions within the metaphor

4. Translate it to the original problem

5. Especially well suited for drawing

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2. Flying - Visualize

1. Needed: a stack of cards with images or photo's

2. Each participant picks a card that he/she likes

3. Another person explains what the association between the problem and the card is.

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2. Flying - destructive + reverse brainstorming

1. Start destructive: find ways to make the problem bigger and more worse

2. Reverse these ideas in positive solutions

Problem: How can we make a chainsaw more safe?Start destructive: how can we make it more risky,

how can we get more injuries

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2. Silent techniques

• Brainwriting/drawing

• Metaplans (post-it method)

• Brainbox

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3 Idea Selection

• Techniques for scoring, prioritizing and selecting

• Use heart and head

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3. Idea Selection: Stickering

1. Every person has x stickers to pass out:1. Red for attractive ideas2. Green for feasible ideas

2. The 3 ideas with the most green stickers: very feasible ideas, just do it

3. The red ideas: how can you make them more feasible

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3. Idea selection: Scoring

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On Wow

On Core Competence

On Consumer

On Market potential

Off Competitor

3. Scoring Diamond Proof

IdeasCriteria 1 2 3 4 5 6ConsumerCore competenceOff competenceMarket potentialWowTotal

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3. Idea Selection: visualizing in a Now/Wow/How-matrix

Low High

Easy

Difficult

Originality

Feasablity

NOW WOW

HOW

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3. Idea selection: visualizing in a Consultants matrix

Low High

Low

High

Criterium B

Criterium A Feasability Attractiveness Customer Satisfaction ProfitPotentialRiskEffortFeeling

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3. Idea selection: Score by heart

Everybody chooses their favorite idea

The most radical ideas can only be judged bij the heart because there is not enough information for the head

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4 Idea enrichment

• Ideas are only the starting point, a lot of thinking and talking has to be done to enrich the ideaTechniques are• Describe the idea• Visualize the idea• Analyse the idea on different criteria• Find the weak spots en turn these around• SCAMPER the idea• Make a slogan that communicaties the idea• Combine different ideas into broader concepts• Communicatie the idea to stakeholders

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Additionele slides, plaatjes en oefeningen voor achter de hand

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Why innovation ?

Explosive growth in Information Technology and its appliances

Increasing number of competitors and more aggressive

Financial markets are volatile

Critical customers with changing needs

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Why Venturing ?

Creativity is thinking up new things.

Innovation is doing new things.

Venturing is earning money with it all.

Free translation to Theodore Levitt

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• 3 Lamps in the room are connected with three switches in the cellar.

• You can’t see the lamps and its light from the cellar and all switches are off.

• You can switch whatever you want, but are only allowed to go upstairs once

How can you know which switch belongs to which lamp?

Lamps

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Prisoner

• A prisoner has left his cell and wait in the bushes near the gate to go out.

• The gatekeeper says a password “12” and the guard answers “5” through the intercom and the door opens for him

• Another guard arrives; Password “9”, and guard says “4” and the door opens

• The prisoner waits one more time• An new guard is going out; Password “6” and the guard says “3”

and the door opens• Now the prisoner jumps to the intercom and push the button.• The password is “3” and the prisoner says “2”, wants to jump

through the doors, but they stay closed.• How can that be?

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Barometer

How can you measure the hight

of a 10 storey high building

with the help of a barometer

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Inventions

Bron: Business Week

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Inventions

Bron: Inventables

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Trends from around….

Minipreneurs

Curated Consumption

Massclusivity

No Frill Chic

Online Oxygen

Infolust

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Trends from around….

Branded Brands

Customer MadeInnovative pop-up brand spaces

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De Thermometer

10.30

9.00

12.00

17.00

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Vragen achter de handDe vragen:1. Jantje was erg moe en ging naar bed om 7 uur ’s-Avonds. Hij had een ochtend pianoles en zette daarom

de wekker op kwart voor negen. Hoeveel uren en minuten slaap heeft hij gehad?2. Sommige maanden hebben 31 dagen (oktober). Alleen februari heeft precies 28 dagen (in een niet-

schrikkeljaar). Hoeveel maanden hebben 30 dagen.3. Een boer had 18 varkens. Alle varkens, behalve 7, gingen dood. Hoeveel leefden er nog?4. Deel 50 door 1/3 en tel er 7 bij op. Hoeveel heb je dan?5. Van de dokter krijg je 5 pillen. Elk half uur moet je er 1 nemen. Hoe lang doe je met de pillen?6. Als je slechts 1 lucifer hebt en je komt in een donkere, koude kamer waar een kerosine lamp, olie kachel

of hout brander staat. Wat steek je dan het eerste aan.7. Twee vrouwen zijn aan het dammen. Ze spelen vijf potjes zonder een gelijkspel. Ze hebben elk evenveel

potjes gewonnen. Hoe kan dat?De (foute) antwoorden:1. 13 uur en 45 minuten (als je ervan uit gaat dat de les de volgende ochtend is). => 1 uur en 45 minuten (de

ochtendles was de reden waarom hij zo moe was).2. 4 (april, juni, september, november) => 11 (allemaal behalve februari).3. 11 => 74. 23,67 => 1575. 2,5 uur => 2 uur6. iets anders dan de lucifer => de lucifer7. - => Ze spelen niet tegen elkaar

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Creatieve oefeningen achter de handBron: Creativiteit, Lee Towe 1996

• 1. Losmakertje: Creativiteit metenNoteer binnen 3 minuten zoveel mogelijke manieren om een bepaald voorwerp te gebruiken.Bijvoorbeeld: potlood, cent, spijkerMeetcriteria: aantal (minimaal 20), variatie, detailniveau, uniekheid• 2. Hernoemen levert nieuw perspectiefa. Noteer binnen een halve minuut zoveel mogelijk woorden die u kunt vormen met deze letters: B R A N D E Nb. Idem maar dan met E A R D N N BMoraal van het verhaal: hernomen levert toch weer nieuwe woorden op.• 3. Oplossingen voor het tegenovergesteldeGebruik maken van ‘ Newtons Wet op de beweging’: Voor iedere actie bestaat er een even grote reactie, werkend in

tegenovergestelde richting.Noteer de tegenovergestelde acties die je moet nemen om je echte doel te bereiken.Bijvoorbeeld: Zorgen dat we veel geld verliezen met innovatie• 4. Analogieën gebruiken1. Definieer je probleem2. Kies een bekende ervaring die geen enkel verband heeft met het probleem (bijv. inpakken voor de vakantie, kinderen

opvoeden, cadeautje kopen, eten koken, groepsfoto maken)3. Noteer een aantal principes of acties die met die ervaring te maken hebben.4. Pas de lessen toe op het oorspronkelijke probleem.Voorbeeld caseProbleem: hoe kunnen we ING innovatiever maken? Ervaring: kinderen opvoeden.

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Crea plaatjes

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Avoiding loss