1. Beyond the Obvious, beyond Logic
Han van der Meer
Enschede, August 29, 2018

2. Our Working Definition
Creativity
is the Process
that leads to
Novel and Usefull Solutions
to given open problems
(based on Amabile, 1996)

3. Agenda
Introduction
Concepts
Experience
Wrapping it up

4. Professional 1976 Chemical Engineering UTwente
1979 Business Engineering UTwente
2017
Yuvenal
2006-now TU Delft Management of Innovation
2007-now Professor and chair Saxion University

6. Our Working Definition
Creativity
is the Process
that leads to
Novel and Usefull Solutions
to given open problems
(based on Amabile, 1996)

7. Open and closed problems

8. The Way we solve Problems
Natural behavior, enforced by education, enforced by a lifetime experience Use it deliberate, break it when needed

9. Basic rules solving open problems in groups
Clear roles
Rules for each stage
Clear Problem Statement

10. Clear roles
Problem Owner
Facilitator
Resource Group

11. Clear Roles
Resource Group
Facilitator
Problem Owner

12. 60 sec. Challenge
short introduction
hobby → passion

13. Basic rules solving open problems in groups
Clear roles
Rules for each stage
Clear Problem Statement

14. Natural process
idea
solutions

15. Generating - Selecting Diverging - Converging

16. iCPS basic module Task appraisal Divergence Clustering Convergence
Reflection

17. Basic module Divergent - Convergent

18. The Work of Guilford 1959
Fluency
Flexibility
Originality

19. Write down as much uses you can think of for a brick.
Exercise
Write down as much uses you can think of for a brick.
5 minutes

21. Write down as much uses you can think of for a brick.
Exercise
Write down as much uses you can think of for a brick.
5 minutes

22. The Work of Guilford 1959
Fluency
Flexibility
Originality

23. Defer judgement Strive for quantity Seek combinations Freewheel
Golden Rules of Diverging/Generating
Defer judgement
Strive for quantity
Seek combinations
Freewheel

24. Generate in 1 minute as much
FRUITS

25. Extended effort Energy Time 1st wave 2nd wave 3rd wave Everyday Common
Expected
Unusual
Silly
Little apparent usefulness
Novel combined with useful
1st wave
2nd wave
3rd wave
Time
Energy
Bron: Parnes, 1968

26. Basic rules solving open problems in groups
Clear roles
Rules for each stage Rules embedded in Techniques
Clear Problem Statement

27. Defer judgement Strive for quantity Seek combinations Freewheel
Golden Rules of Diverging/Generating
Defer judgement
Strive for quantity
Seek combinations
Freewheel

28. Methods based on stimulating Fluency
Classical Brainstorming
Brainstorming with Post Its
Brainwriting 6.3.5
Fluency Enhancers

29. Classical Brainstorming (Osborn, 1953)

30. Brainstorming with Post Its
SeriousCreativity – Katrina Heijne

31. Brainwriting 6.3.5. In what ways might we use recycled plastics 1 2 34 5 6

32. Fluency enhancers What else?
Ask for more “at least 3 options more each”
What if…………?
Wildest Idea
SCAMPER

33. SCAMPER Simplify Combine Adjust Maximize or minimize
Perspective change
Eliminate
Reuse or Reverse
Osborne, 1953

34. The Work of Guilford 1959
Fluency
Flexibility
Originality

35. solutions for other field
Methods based on creative confrontation (flexibility, Guilford)
Basic principle
Force an ‘AHA-experience’ through conscious alienation from the problem (excursion) and relating the strange elements to the problem (force fit)
problem as given
problem in other field
solutions for other field
new solutions
forced fit
excursion

36. Some Creative Confrontation Methods
Hidden presumptions
Criminal Round
Ask Nature (and other metaphors)
Heroes
Random Stimulus (de Bono, 1978)
Synectics
TRIZ
Guided Fantasy

37. Let’s play ball Since 1798 ownership city council (tower only)
700 or more
€ (maintenance etc.) is rather high
Religious use low
So……………..

38. Basic rules solving open problems in groups
Clear roles
Rules for each stage
Clear Problem Statement

39. SeriousCreativity - Katrina Heijne – 11 November 2016
SPARKling statement
Specific (the essence in one question)
Positive (no denials, no criteria)
Ambitious (energizing, active)
Relevant (feasible, dedicated problem owner)
Keep it simple (to the point, easy to understand, no jargon)
SeriousCreativity - Katrina Heijne – 11 November 2016

40. ..find other uses of Curchtowers
or How might you use Churchtowers?

41. ..find other uses of Curchtowersor
How might you use Churchtowers?
Flower association
Brainstorming with Post Its

42. Flower association

43. Guidelines for using Post-its
Make Your Responses...
Readable - Write them clearly, legibly and large enough to be seen
Concise - Keep them brief, use “telegraphic” form
Specific - Share the essence, one option per Post-it

44. OK, we have 531 ideas… Now what?
SeriousCreativity – Katrina Heijne

45. Generating - Selecting Diverging - Converging

46. Choose now intuitively the best idea in the pile in front of you

47. Our Working Definition
Creativity
is the Process
that leads to
Novel and Usefull Solutions
to given open problems
(based on Amabile, 1996)

48. Creadox The paradox in CPS in diverging we look for Novel
in converging we choose the feasible, the Usefull
free after Byttebier (2007)

49. Golden rules Convergent stage
1. Use Affirmative Judgement
2. Have Action in mind
3. Protect Novelty

50. Mortality curve 3000 15 10 5 1e screening Number of ideas evaluation
time
1 successful product
3000 15 5 10
introduction
development
evaluation
1e screening

51. Most used Convergent Techniques
Hits or Dots
UALo
MCA
Financial Methods

52. Characteristics of a “Hit”
An Option “Hits” You When It Is ...
On target
Relevant
Interesting
Clear
Intriguing
Fascinating
Workable
“Right on the money”
Conservatism
Red dots (original) + Green dots (feasible)

53. Characteristics of a “Hit”
An Option “Hits” You When It Is ...
On target
Relevant
Interesting
Clear
Intriguing
Fascinating
Workable
“Right on the money”
Conservatism
Red dots (original) + Green dots (feasible)
√ number of ideas

54. Now choose the idea you would like to suggest to the NVG and pitch it
Converging
Now choose the idea you would like to suggest to the NVG and pitch it

55. Our Working Definition
Creativity
is the Process
that leads to
Novel and Usefull Solutions
to given open problems
(based on Amabile, 1996)

56. Creadox The paradox in CPS in diverging we look for Novel
in converging we choose the feasible, the Usefull
free after Byttebier (2007)

57. Golden rules Convergent stage
1. Use Affirmative Judgement
2. Have Action in mind
3. Protect Novelty

58. Characteristics of a “Hit”
An Option “Hits” You When It Is ...
On target
Relevant
Interesting
Clear
Intriguing
Fascinating
Workable
“Right on the money”
Conservatism
Red dots (original) + Green dots (feasible)

59. Characteristics of a “Hit”
An Option “Hits” You When It Is ...
On target
Relevant
Interesting
Clear
Intriguing
Fascinating
Workable
“Right on the money”
Conservatism
Red dots (original) + Green dots (feasible)
√ number of ideas

60. Final selection
Choice the idea you want to present today “on stage” (It can be a combination of several ideas)
Make a TV commercial of 3 minutes to sell your idea to the audience
3. Have action in mind

61. Agenda
Introduction
Concepts
Experience
Wrapping it up

62. Basic rules solving open problems in groups
Clear roles
Rules for each stage
Clear Problem Statement

63. CPS (Creative Problem Solving) model
fact finding
divergent option generation
problem finding
idea finding
convergent option selection
solution finding
Osborn (1953)
Buffalo, New York
acceptance finding
Osborne Parnes model

64. Adjusted model Fact finding Acceptance finding Content finding
divergent
convergent

65. iCPS Project Management Acceptance Finding Information Content Finding

66. iCPS basic module in Content Finding
Task appraisal
Diverging
Reverging
Converging
iCPS basic module in Content Finding
Reflecting

67. Creative Diamond (“ Wybertje”)
Diverging
Clustering
Converging

68. Basic rules for clustering
Grouping ideas type by type by looking at
Simple outside characteristics
(shape, colour, taste, smell, ..)
Relations with the problem
(organisational, technical, market, ..)
Other formal characteristics
(material, costs, ownership,…..)
Spontaneous by the participants
(most used technique)

69. Spontaneous Clustering
Look for “similar” ideas (resemblance)
Put them in categories (clusters) approx. 7
Spontaneous (no lists/theories from books)
Rest category = Other
Rename the cluster with an attractive title
Let the resource group do it

70. Facilitator’s view on 3 diamonds iCPS-model

72. The ideas mountain 3000 plain ideas (unwritten) 300 introduced ideas
125 small projects
15 significant developments
8 largest developments
4 launches
1 success
Source: Stevens & Burley, Industrial Research Institute, 2000

73. Financial Performance
Ideas pay
Ideas nurtured per day
115
Number of ideas
Top 18
Moderate 1
Poor
Low
High
Financial Performance
Source: PriceWaterhouseCoopers 2008

74. Counter intuïtive
1. Role rigidity (problem owner, facilitator, resource group)
2. Separate 4 stages - task - divergent - convergent - result / action
3. Divergent stage: more options
4. Convergent stage: affirmative judgement

75. Basic rules solving open problems in groups
Clear roles
Rules for each stage Rules embedded in Techniques
Clear Problem Statement

76. Techniques are personal
My personal favorite
Guided Fantasy