Judgment is like the stern father forbidding the playfulness of a child. Judgment is the powerful tool we have for keeping on these routine tracks. The brain is not designed to think creatively but to set up routine patterns of perception and behavior and to make sure we do not deviate from these.
That is certainly true because judgment will force us back to our present position. Creative techniques can be used in a powerful way by individuals working entirely on their own.Įveryone knows that instant judgment is the enemy of creativity.
I would also like to point out that creativity does not have to be a group activity. It is as if during a brainstorming session each participant is trying to make the other participant laugh at the craziness of an idea. This is because they are always looking for the way out, exotic idea and often miss the simple, practical idea which is at hand. In my courses, I find that people who have a brainstorming background tend to perform rather poorly. But in almost every other field, novelty by itself is insufficient: the creative idea must make sense and must work. Novelty and gimmicky does attract attention and does have and advertising value. Such an advertisement would attract attention and might sell more wool. You could indeed run an advertisement showing purple sheep. Someone suggests that sheep ought to be purple because purple is an expensive color and that would give a prestige value to wool. Suppose there were a discussion of ways of getting people to buy more wool. In the advertising world, novelty, as such, can be a value.
It was designed for use in the advertising industry, which is a key point. I intend to show that this is inadequate.īrainstorming was originated by Alex Osborne. There are far too many practitioners out there who believe that creativity is just brainstorming and being free to suggest crazy ideas. It is precisely this misconception about creativity that has done so much damage and has held back the development of creativity for at least two decades. Everyone knows that creativity has to be fun, lively, and crazy - so how can we have serious creativity? Serious Creativity will seem a contradiction in terms for many people. ©The Association for Quality and Participation This article was reprinted with the permission from The Journal for Quality and Participation, Vol.
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