CREATIVITY “Creativity requires the courage to let go of certainties.” - Erich Standard 1: Objective 2

WHAT IS CREATIVITY? Creativity - The ability to generate unique ideas, approaches and solutions

CREATIVE TRAITS Imagination Mental awareness Verbal ability Ability to reason logically and non-traditionally Mental flexibility Open to new possibilities Ability to think outside the box Independent thinking

Ways in which employees can demonstrate creativity on the job Sales presentations Customer difficulties (customer service) Human relation problems (team building) Product/service changes Operational changes Promotions & displays (advertising) Employee training

Techniques for developing or enhancing creativity Atmosphere Brainstorming Role playing Experimenting Mind Mapping Diagrams Let’s explore these each in more detail…

Atmosphere Create an attitude and atmosphere conducive to creativity Heightened awareness & acceptance Identify the problem Determine the facts Identify solutions to meet the needs Find solutions

Brainstorming Listing as many relative and different ideas as possible. Reserve analysis or judgment until later Just list possibilities

Role playing The process of acting through a situation without all the real characters being present.

Experimenting Putting the pieces together in different ways in order to see what happens.

Mind Mapping Diagrams Step #1 – Place your problem, subject or idea in the middle of a circle. Birthday Example - Birthday

Mind Mapping Diagrams– cont. Step #2– Break the problem down by listing sub ideas on spokes coming from the center circle. Birthday Party Memories Aging

Mind Mapping Diagrams– cont. Break the problem down even further by sub-dividing the sub ideas. Celebration Gifts Family Birthday Guests Party Grey hair Happy Memories Aging Wrinkles Declining health Photos A story, solution or idea could be developed by reading the entire mind mapping diagram.

APPLICATION EXERCISE Solution is on next slide How many parts can the circle be divided into by using only four lines Lines can be of any length Lines can appear & intersect at any point within the circle Lines must be straight Solution is on next slide

SOLUTION Through Creative Perception, Four Lines Can Yield Eleven Different Parts

APPLICATION EXERCISE Devise a way to change the formation from five squares to four, by moving only two of the lines. Squares must still be adjacent Solution is on next slide

SOLUTION

CONNECT THE DOTS Draw four connected straight lines, without retracing your path, that pass through all the points Can you do it with three? Solution is on next slide

SOLUTION Note: the restriction of the boundary was not part of the rules This puzzle is a perfect illustration of how rules and restrictions that we carry with us unconsciously can inhibit problem solving and why most people cannot exceed the imaginary square-shaped boundary.

SOLUTION Three lines

IN AND OUT LETTERS A man draws a box, then begins to place all the letters of the alphabet either inside or outside the box. Where do G, H and the rest of the alphabet belong? What is the system being used? Solution is on next slide

SOLUTION The key to the problem lies not in some complex interrelationship of numbers of vowels and consonants but in the shape of the letters themselves. Letters with straight lines belong inside the box; letter with curved lines, outside

Find own samples Find samples of creativity from various media (magazines, newspapers, billboards, etc.) that display creativity to help prepare you for this part of the ad campaign project.

Some Creative Ads McDonald’s Pole Skin Cancer Towel

Elm Grove Police Department: Life Is Too Short for the Wrong Job Some Creative Ads Elm Grove Police Department: Slower is Better Life Is Too Short for the Wrong Job

Some Creative Ads Imodium AD Toliet Tissue Swiss Skydive Elevator Imodium AD Toilet Tissue

Some Creative Ads Office Max: Get Organized