Creativity Adapted from J. Scott Armstrong Updated June 2014 Creativity-R16

Learning Diary The lectures follow an experiential learning experience. To make this work properly: 1.Obtain a learning diary (paper). A 10 x 13 bound diary is suggested. 2.Keep it up to date. 3.Take the learning diary with you to all class sessions. 4.For self-learners, use the diary to track your learning progress for all of your learning activities. 2 Adprin.com

Objectives of this session To understand and apply these principles and techniques (not to convince you). Ask for clarification as needed. Set a goal for yourself on how many principles and techniques you plan to use by the end of this session. Even a goal of one will help you. Put this in your learning diary now. Note: We will discuss only some of the slides. When you go through the lecture on your own, view it in “Slide Show” and follow the experiential procedures. Adprin.com

Procedure Focus on understanding. Record questions in your learning diary that will help you to apply the techniques or principles, then, after you decide which ones you want to apply, try to answer these from the readings. If not clear, ask others for help. 4 Adprin.com

Discussion topics Selecting creative people Nurturing their creativity 5 Adprin.com

Selecting creative people via a personality test Describe the personalities of creative people in your learning diary. (Time out for brainwriting).brainwriting In brainwriting, each person writes as many ideas as they can on a topic. It helps to set an ambitious goal for the number of ideas. Once you have your list, click for a list of characteristics. 6 Adprin.com

Which list describes creative people? (Persuasive Advertising p 279) A fun-loving sociable meek supportive extroverted aesthetically sensitive gentle patient concerned with others B compulsive aggressive argumentative ambitious independent hostile anxious enthusiastic Less-creativeMore-creative Click again to see the answer. Source: Ng (2001) 7 Adprin.com

Hiring creative people Assume that you want to hire creative people for advertising. How would you do this? Write your answers in your learning diary then click for answers. 1.Use pre-specified evidence-based criteria (e.g., on personality or cognitive skills). 2.Ask for evidence of creativity in their prior work. 3. Give a test that is a sample of the job they would do. 4. Do not meet the person until after deciding that you want to hire that person (For a summary of the research, see Grove, et al. 2000; for an example of an application, see this review of Moneyball).Grove, et al Moneyball How many of these does your organization use? 8

How can you harness the creativity of a group of people? “ If you had to identify, in one word, the reason why the human race has not achieved, and never will achieve its full potential, that word would be ‘meetings.’ ” (Dave Barry) “Search the parks in all the cities, you won’t find statues of any committees.” (David Ogilvy) If you must meet in groups, keep the groups small and have a facilitator who structures the meetings. (See PA, p. 285) 9 Adprin.com

Describe how to get people to contribute creative ideas 10 Write at least 2 ideas in your learning diary, then go to the next slide. Adprin.com

Methods to improve creativity 1. Virtual groups: Avoid face-to-face meeting 2. Brainstorming with analogies 3. Brainwriting – Gallery writing – Electronic brain writing Adprin.com

Virtual groups: Speculation Benefits Saves time (scheduling, traveling, no show, idle banter) Enhances creativity (fewer distractions) Allows for analysis (self-paced) Provides good records (and individual contributions apparent) Costs Less fun for some people If someone does not contribute, it is obvious Requires more thinking; pressure to perform Some are unable/unwilling to do things independently 12 Adprin.com

Stages in developing creative ideas Do each stage separately: – Generate ideas – Evaluate ideas 13 Adprin.com

Structure aids creativity Contrary to popular belief, structure aids creativity. Such things as brainstorming have been shown to produce far more creativity than unstructured meetings. How many of you have used brainstorming? 14 Adprin.com

Brainstorming Brainstorming uses a highly structured set of rules in a face-to-face setting. The rules are designed to reduce evaluation,* aim only at quantity, and ensure that no ideas are lost. The process requires a trained facilitator (who does not contribute ideas), and a person who records ideas. In practice, brainstorming is expensive and rarely used. * The original design was to discourage negative evaluation. Later research found that positive evaluation was even more damaging. 15 Adprin.com

Brainwriting is more efficient and creative than brainstorming Brainwriting is superior to brainstorming: – Less expensive (no need for a trained leader or recorder) – No need to meet (people can work when convenient) – An effective way to remove group pressure – Easier to keep ideas anonymous – Shown to foster creativity Use brainwriting, not brainstorming as shown by experimental studies (Gallupe, Bastianutti & Cooper 1993)Gallupe, Bastianutti & Cooper 1993 Brainwriting is particularly useful when done electronically. 16 Adprin.com

Enhancing brainwriting Checklists used to solve problems allow brainwriting to be directed at each item (e.g., relevant persuasion principles). Analogies (e.g., looking at how similar products were advertised). Problem-storming: Write alternative ways of stating the problem (problems often imply solutions). Gallery writing: Participants prepare unsigned lists of their ideas for groups. This approach is effective and participants like it (See Aiken & Vanjani 2003).Aiken & Vanjani Adprin.com

Elevators: A design problem People in a 30 story apartment building are complaining about the long wait for elevators. There are two elevators and there is no room to add a third elevator in the building. Your group has been asked to suggest solutions. You have three minutes to write your solutions in your learning diary. Then exchange with another person. 18 Adprin.com

Problem storming What problem are you solving? The way you state the problem implies a solution – and can restrict creativity. Brainwrite at least 5 ways to state the problems in your learning diary. When you finish, click here Example 1: How can we make people happy? Example 2: Are there other ways to get people to other floors?Are there other ways to get people to other floors? 19

Keeping unusual ideas alive Problem: Unusual ideas tend to die quickly List two or three ways of reacting to someone’s creative idea in a group meeting in your learning diary. A solution: Nurture ideas using the “Build” technique. 1. Listen 2. Suspend evaluation 3. Find ways to improve ideas 20 Adprin.com

Develop action steps for applications Write a plan for applying at least one technique from this session. Be explicit about what you will do. Set a time deadline for completing the application. Start your applications report for this course. Describe your plan and, later, how it turned out. 21 Adprin.com

Advice on learning techniques One study found that fewer than 10% of students were successful in applying new knowledge. This went to 20% if they actively applied what they were taught during a class session. It went to 90% when they worked with a learning partner and coached each other. Select techniques to applytechniques 22 Adprin.com

Follow-up: Complete prior to next session 1. ___ Go through this lecture on your own (It is on the Educational Materials page)Educational Materials 2.___Study Persuasive Advertising pages and record your reading time in your learning diary. Highlight techniques and principles that you want to apply in yellow.Persuasive Advertising 3.___ Complete the End of Chapter Questions for “Creativity” and check your answers against PA.End of Chapter Questions Adprin.com