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Personal Creativity for Personal Productivity Copyright © 2014 by McGraw-Hill Education. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. ISBN: 978-0-07-182723-2 MHID: 0-07-182723-4 e-Book conversion by Cenveo® Publisher Services Version 1.0 The material in this chapter eBook also appears in the print version of Global Innovation Science Handbook: ISBN: 978-0-07-179270-7, MHID: 0-07-179270-8. McGraw-Hill Education eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. To contact a representative, please visit the Contact Us page at www.mhprofessional.com. All trademarks are trademarks of their respective owners. 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THE WORK IS PROVIDED “AS IS.” McGRAW-HILL EDUCATION AND ITS LICENSORS MAKE NO GUARANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. McGraw-Hill Education and its licensors do not warrant or guarantee that the functions contained in the work will meet your requirements or that its operation will be uninterrupted or error free. Neither McGraw-Hill Education nor its licensors shall be liable to you or anyone else for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting therefrom. McGraw-Hill Education has no responsibility for the content of any information accessed through the work. Under no circumstances shall McGraw-Hill Education and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the use of or inability to use the work, even if any of them has been advised of the possibility of such damages. This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise. CHAPTER 5 Creating Creativity: Personal Creativity for Personal Productivity Arin N. Reeves Introduction Although creativity and innovation are often used as interchangeable terms or meshed together as one concept, the difference between the two is an important one that actually helps us to understand each more fully. One way to differentiate between the two is to understand creativity as the mental precursor to innovation; creativity is about imagination and ideas where innovation is about action and process. The authors of the new book Smart- Storming: The Game-Changing Process for Generating Bigger, Better Ideas, Mitchell Rigie and Keith Harmeyer describe the difference between creativity and innovation as “Creativity is most often defined as the mental ability to conceptualize (imagine) new, unusual or unique ideas, to see the new connection between seemingly random or unrelated things. Innovation on the other hand, is defined as the process that transforms those forward-looking new ideas into real-world (commercial) products, services, or processes of enhanced value. The result of such a transformation can be incremental, evolutionary, or radical in its impact on the status quo.”1 Innovation requires creativity, but creativity does not always lead to innovation. Organi- zations that seek innovative thinking need workplaces and talent development systems that foster creativity, and they also need process systems that can translate the creativity into innovation. Understanding these distinctions between creativity and innovation allows us to understand, learn, and maximize each more comprehensively. Since creativity is separate from, albeit necessary to, innovation, individuals can develop and utilize their personal creativity capabilities regardless of whether their jobs and work- places explicitly require or seek innovation. Furthermore, an IBM survey of more than 1500 Chief Executives from over 60 countries and 30 industries found that “chief executives believe that—more than rigor, management discipline, integrity, or even vision—successfully navi- gating an increasing complex world will require creativity.”2 Developing and using personal creativity in the workplace is no longer relegated to the “creative arts” or deemed as a “nice to have,” developing and using personal creativity at work—regardless of the work, work- place, or industry—is quickly becoming a competitive differentiator in talent and a core competency for leadership whether or not it is fostered in the workplace where it is valued. What Is Personal Creativity? Thought leaders from many industries have defined creativity in a myriad of ways, and there is no universal way to define creativity that makes sense for all who are trying to understand it in the context of their own lives. The definition used in this exploration of creativity is based on the standard definition of creativity explored in the Creativity Research 73 05_Gupta_ch05_p071-082.indd 73 16/12/13 9:17 AM 74 Section 2: General Concepts Chapter 5: Creating Creativity 75 Journal by researchers from The Torrance Creativity Center3 as well as the definition set forth by Robert E. Franken in Human Motivation.4 “Creativity is the ability to create original ideas, connections, alternatives, or possibilities that are effective in solving problems, communicating with others, and inspiring new and useful ideas in others.” Creativity requires both the unrestrained openness of originality and the “does it work” constraints of effectiveness. It is the ability to think of things that no one has thought of before or see connections between existing ideas that no one has seen before in a way that is inspira- tional, useful, and/or enjoyable. As the following quote suggests, creativity needs some con- straint in order to be creative; otherwise, it could just be random, muddled, or even bizarre. “Creativity is not simply originality and unlimited freedom. There is much more to it than that. Creativity also imposes restrictions. While it uses methods other than those of ordinary thinking, it must not be in disagreement with ordinary thinking—or rather, it must be something that, sooner or later, ordinary think- ing will understand, accept, and appreciate. Otherwise, the result would be bizarre, not creative.” —Sylvano Arieti, Creativity: The Magic Synthesis How Does Personal Creativity Work? In order to explore the process of personal creativity, it is important to explicitly recognize that creativity is indeed a process, and it can be honed through practice. The process may feel intuitive and organic to some, and it may feel unnatural and uncomfortable for others, but the output from the process is creative regardless of how the process is internalized. Based on the research we have conducted with dozens of individuals in a multitude of industries and professions, the process of generating original and effective ideas (see Fig. 5-1) requires 1. Diverse inputs/inclusive thinking 2. Context articulation 3. Divergent thinking 4. Convergent thinking Diverse Inputs/Inclusive Thinking While researchers have posited everything from neurobehavioral differences to cultural dif- ferences to differences in education levels and intelligence to explain the variations in indi- vidual creativity, recent research indicates that seeking and integrating diverse inputs into everyday thinking can simply and effectively increase overall personal creativity regardless of other factors.5 Diverse inputs from a multitude of cultures, ages, professions, languages, nationalities, geographic origins, educational backgrounds, interests, and so on, have the potential to enhance an individual’s ability to generate new ideas and new connections between existing ideas as long as the individual thinks inclusively about integrating the diverse inputs into his every- day thinking. These diverse
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