Creativity is at least half due to an inherited trait. Given that fact, you want to hire creative folks, since that gives you better odds to having creative new ideas within your organization. But, being creative does not mean the creative one can convert those ideas into a useful product or service. So, is there really an advantage in hiring those creative types? After all, it’s not like you can call me up tomorrow and say “Can you have that creative new invention for me by 12 noon? I need it for my press conference.”
As I have written before, the issue of creativity, applying that creativity, and just compensation for same has been a bone of contention for me for decades. I remember a discussion with the Chairman of the Board of a fairly large entity. Who wanted me to sign away all my ideas to his company. My argument against this concept was simple- how many ideas did he expect his best engineers to yield over a year- or even over five years. (We agreed on this point: if he could get one great idea every five years and one good one every year, he would be thrilled. He didn’t agree that if I doubled or tripled that expectation, I should be rewarded handsomely.)
As you know, there are thousands of good ideas out there. But, few of them are actually ‘actionable’ great ideas. Brainstorming has turned out to be in and of itself, not a very useful process leading to creative processes or products. But, when you can get a bunch of world-class creative types in one session- well, then, that’s a different story. The members would probably be creative without the session- but certainly will be able to feed on each other and amplify the results of a brainstorming session to yield actionable results. (Note: Science has proven that this doesn’t really work with the average types.)
I admit this fact kind of blew me away. We’ve been using brainstorming for some 30+ years. But, thinking more realistically, I realized that our best sessions involved just the scenarios I described above. We had some very, very creative types in our best sessions- and our group size was less than eight. I was amazed when I looked over the results of our sessions (yes, I actually still have our notes). (I determined that the individuals were very, very creative types because any one of these group members were involved in the development of more than 20 pretty significant new products over the years.)
I don’t have notes for what we did before the sessions. But, I know generally what I had done in the past- and still do. And, it matches these new recommendations. Which are as follows:
First, we have to define the problem. This should not be surprising, since this is a critical step in any issue that needs addressing. However, one must be careful to define the issues clearly.
Then, working alone, we detail our questions and thoughts. We need at least an hour or so to coalesce sufficient concepts for discussion. (Don’t be afraid to try for two hours in two separate sessions.)
Then, within a day or so, the leader needs to gather the team together to share their ideas. And, contrary to the current concepts of political correctness, we don’t eliminate criticism or evaluation. We need these actions to refine our ideas and hone the concepts. And, this group meeting should last no more than two hours.
Using these techniques, assuming the best and the brightest have truly been chosen for the task, you can expect twice the ideas that the typical brainstorming session develops. And, the solostormers working together manage to yield better overall choices.
You had me right from the beginning. I read an article a long time ago that there was one gene that if mutated in one direction there was a high chance of paranoid schizophrenic tendencies, if not the full blown illness. That same gene mutated slightly different, and you had the potential of being a master painter. (I’m paraphrasing, the article was 10 years ago and the memory is fuzzy). I was lucky and won that genetic lottery, since my paternal grandmother was one way, and obviously…I’m working the other way. Here is a quick article along the same line http://science.slashdot.org/story/09/07/17/1824250/creativity-potentially-linked-to-schizophrenia
That said, I had to laugh out loud about the compensation for creativity section. Everyone wants ideas, but no one thinks they should pay for them. It’s common practice in a R&D company that I know to give the people whose ideas they patent a silver dollar on a plaque, and write their name on the company wall. Recognition is a strong motivator, but money, real money would have probably netted them more from their people. I don’t understand why it’s an undervalued skill. I never have and never will.
I’ve been recently reading comparisons about Edison and Tesla. It started when I ran across a cartoon of all things. I’d love to hear your thoughts, because from everything I’ve read and seeing it in the light of this post Edison was the business end and Tesla the creative and under paid genius.
Anywhooo…rambled on enough. Love the post, great thought provoking post!
Lisa Brandel recently posted..Look To The Light by Lisa Brandel
Yes, I’ve read that article and studied many creative folks- and had many of them as heroes growing up, Lisa. Starting with Leonardo da Vinci….It’s what intrigues me about studying the brain- to learn more about how/what/why we do what we do. Between the idiosyncrasies of the mind of a creative person and that of an autistic or one with Aspergers- their similarities and differences.
Roy
You know…it does me too, always has. I just gave a couple books I to charity (actually a couple thousand books) but two I wish I had now kept and sent to you. You’ve probably read them…”The man who mistook his wife for a hat” and “the complete works and life of Da Vinci”
Lisa Brandel recently posted..Look To The Light by Lisa Brandel
Fascinating as always, Roy. I also was chuckling over your proposal that doubling or tripling ideas should reap greater rewards. Put a word like products in place of ideas, and suddenly the logic doesn’t seem so far-fetched, does it?
What had me chuckling more, however, is I have said for years, Just give me one good idea and I could retire a multi-millionaire. After all, if a guy who “invents” a pet rock can do it, why can’t I? 😀
Cathy Miller recently posted..Posts in a Memorial Friday Lite Review
Ah, Cathy, take it from someone who has been there. And one good idea requires one to have total control of the process- and not have children or undergo divorce that depletes the coffers!
And, while I strongly recommend against the latter, I can tell you that I would not change my children for the world!
Roy
Reading Lisa’s comment clears up my thoughts on this post. I know myself to be an idea person, and I know myself not to be one who can readily implement that idea. As an instructional designer ideas would come to me all the time on what to offer as a solution to a training problem; yet I needed a graphic artist’s help to bring those ideas to visibility. I’m sure there are many cases such as Edison and Tesla in the world, but hope that notoriety would somehow befall all involved. Let’s hear it for the creatives!
PeggyLee- that’s exactly my point. You are a critical component of any team- but we need to balance that team with those who know how to bring things to fruition, what works and what doesn’t, to insure that our ideas are not only creative- but can be employed in reality.
Thanks for adding that point.
Roy
Coming from the perspective of a teacher this is all very interesting. While I see your point around brainstorming I have to say it is a very useful tool to allow people to begin to think freely. Mind mapping being another tool, that once the initial barriers of understanding and familiarity are overcome is a terrific way to begin to build on previous thinking.
That being said it won’t create ideas now will it? Working in a group that allows for freedom of thought without judgments, in my experience as a teacher, mentor, student, coach etc…almost always results in better thinking as we learn and embellish what others are throwing out there.
My partner works with a variety of people and it always ticks me off to see bossess and businesses refusing to acknowledge the real minds behind the products let alone compensate them for it. I wonder if more people were rewarded for actionable ideas that are creative and forward thinking, if we would also have more people thinking creatively? True problem solvers are hard to come by these days.
Bonnie recently posted..No matter who knows; I am who I am
Oh, Bonnie, I wish I could agree with you on your first two paragraphs. Because that would be politically correct. But, I know from practice it’s wrong.
There is a difference between criticizing an idea, ostracizing an individual, and employing invective in discussions. In the politically correct world, we have decided that all criticism isi invective (wrong) and that giving folks approbation for no accord is desired (my opinion of grades and teaching as it currently obtains). It leaves the world short of actionable good ideas, it renders folks with impressions of their knowledge and abilities that will only do them a disservice in the future.
I do agree with the third paragraph. A lot of that is not because folks don’t acknowledge the ideas of others; it’s that they know that they lack the great ideas and wish to either associate themselves with the idea or take it over and run with it.
Roy
And now we break into this fascinating discussion from “an average type”. I quit wearing genes years ago. I got tired of zippers. I took a left brain/right brain test once and learned I was right brained. I know this is true because I look at my left arm more than my right one. I’m not sure I want to be involved in brainstorming because of the possibility of a stroke of lightening. Finally, I am very mad at Edison because he not only electrocuted an elephant, but he has a video out on it. Tesla might have been quite insane, but he didn’t have the makings of a serial killer.
Thanks for that humorous discussion of creativity, Ann- proving that not all creativity is bound with the technical!
Roy
Great formula for successful brainstorming into action! Going back to past experiences to observe what created powerful outcomes where ideas were not only generated but implemented is a great way create a successful process that can be used repeatedly. Being conscious of the process is, I feel, very important…otherwise it seems we end up with more of a gunshot approach, hoping we hit on something.
Tambre Leighn/coaching by tambre recently posted..Part 2 ~ Fertility & Parenthood for Cancer Survivors
Thanks for your points, Tambre! You are absolutely right that we need to insure that we IMPLEMENT and not just conceive.
Roy
Thanks for this system to creative problem solving. It speaks to the power of masterminding.
I heard it said once before–though not sure who said it–“I would rather have 1% of 100 people’s brain power than 100% of one.”
Bringing people together is crucial. Thanks
Matthew Scott K recently posted..Success in Network Marketing? Is it really possible?
Your quote is great, Matthew. It’s akin to what my mentor (and friend and board member), Arthur Lipper, said many times- it’s better to own 51% of a $ 100million company than 100% of a $ 20 million one (or worse yet, a $ 1 million one). Because, as he also said, the only difference between XYX (removed to protect the guilty) and our company was that they has 3 more zeroes after their name. So, they could afford a mistake or two for which we couldn’t.
Thanks for visiting and commenting.
The key for me it the points – the problem the thinking and the storming and then…well that is the key to true creativity, the what comes out of the whole process and will it solve the problem, is it feasible.
And I somehow believe that we all have the potential to be creative in the same way as we are all genius. It’s just that some of us are less spoiled than others to paraphrase Buckminster Fuller.
Roberta Budvietas, recently posted..15 GOYAs for Your Business
I have two great quotes for you, Roberta…
Everyone is a genius at least once a year; a real genius has his original ideas closer together.
Everyone is born with genius; the trick is to keep it more than a few minutes!
Them’s my thoughts- and they seem to parallel yours!
Thanks for the comments.
I can’t imagine not having the opportunity to work with and brainstorm with creative thinking people. It seems there are so many creative thinkers now that we have access to a social media that opens our doors to see these people in action and to actually be able to follow, connect and even engage with them.
I’ve been away from the corporate world for many years now, so I’m sure there are factors as you point out Roy that are politically correct. But I have to tell you, I am not a fan of that ‘label’. But I always enjoy learning from you on topics that make you think and look within. So thanks for that!
Lynn Brown recently posted..How to Write Successful Product Reviews for Your Blog
Thanks so much for the visit and comment, Lynn.
While we have not tried social media per se to do this, we have used web conferencing to get a group of talented folks together to hone some product offerings. We learned that its best to have a preliminary meeting (or two) among the potential participants to determine if- and develop- the chemistry of the group to make the process work better. (IF everyone knows most of the others already- either personally or professionally, that is less of a requirement.)
Roy