1. Creativity Adapted from J. Scott Armstrong Updated Auugst 2015 Creativity-R17

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

3. Objectives of this session To understand and apply these principles and techniques (not to convince you). Ask for clarification as need. Set a goal for yourself on how many principles and techniques you plan to use by the end of this session. _____ Then click to proceed. 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

4. Discussion topics Selecting creative people Nurturing their creativity 4 Adprin.com

5. Selecting creative people via a personality test Describe the personalities of creative people in your learning diary. (Time out for 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. 5 Adprin.com

6. 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) 6 Adprin.com

7. 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. 2000 Moneyball How many of these does your organization use? 7

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) 8 Adprin.com

9. 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 9 Adprin.com

10. Stages in developing creative ideas Do each stage separately: – Generate ideas – Evaluate ideas 10 Adprin.com

11. 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? 11 Adprin.com

12. Structure the problem first Structuring cannot be done in groups. Individuals work separately to structure problems then meet to seek agreement. Seek structures that are based on evidence. One useful tool: Checklists.Checklists 12

13. Problem Storming The way that you state a problem can limit your creativity in finding possible solutions. Problem-storming: Write alternative ways of stating the problem (problems often imply solutions). Try to think of an application you could make. Write this. Questions? 13

14. 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. 14 Adprin.com

15. Brainwriting procedure Each individual writes as many ideas as they can on the topic If in a meeting, take a time-out for this. Software is available 15

16. 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

17. Enhancing brainwriting Checklists allow brainwriting to be directed at each aspect of a problem.Checklists Gallery writing: Participants prepare unsigned lists of their ideas for groups. These are posted on large sheets of paper, overhead projectors, or blackboards. This approach is effective and participants like it (See Aiken & Vanjani 2003). Aiken & Vanjani 2003 17

18. Use Synectics Problem: Currently in Africa, people must walk long distances to get water from the nearest well. They carry the water in jugs balanced on their heads along dirt trails. What could you do to make this job easier and more efficient? Synectics: Think of analogous problems. What solutions have been used when were heavy loads must be moved from one place to another. One solution: The water-wheel.

19. Problem storming The way you state the problem will drive the solution. How many different ways can you state the problem? Brainwrite problem statements for the elevator problem. When finished writing, click here. Examples: How can we make people happy while they wait? Brainwrite solutions. Are there other ways to get people to other floors? Brainwrite solutions. 19

20. 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. If working alone, generate at least 5 solutions. When finished, click here. 20

21. 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. 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? 21

22. Keeping unusual ideas alive Problem: Unusual ideas tend to die quickly A solution: Nurture ideas using the “Build” technique. 1. Listen 2. Suspend evaluation 3. Find ways to improve ideas 22 Adprin.com

23. 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. 23 Adprin.com

24. Advice on learning One study found that fewer than 10% of students were successful in applying new knowledge. This rose to 20% when students actively applied what they were taught during a class session. It then rose to 90% when students worked with a learning partner and coached each other. (changed animations to appear) 24 Adprin.com

25. Follow-up: Complete prior to next session ___Study Persuasive Advertising pages 278-286 and record your reading time in your diary. Highlight techniques that you want to apply in yellow.Persuasive Advertising ____ Answer the relevant end-of-chapter questions and record your score in your learning diary.end-of-chapter Adprin.com 25