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LU6 ORGANISATIONAL LEARNING

CREATIVITY IN THE WORKPLACE
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 LECTURE CONTRACT
• What is creativity?
• What is needed to be creative?
• The creativity process?
• Creativity and Thinking in the Workplace
• Mental Barriers to Creative Thinking
• What can individual and society do to foster
creativity?
• Group creativity - Creative teams

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 CREATIVITY
IS
EVERYWHERE

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 Some questions we asked that lead
to creative products
• How can we ever know the inflation
pressure of our car tires on our
dashboard? [NST Computimes, Jan 6, 2003]

• What if we can store information such

as upcoming appointments, phone
numbers and weather forecasts on our
watches? [NST Computimes, Jan 6, 2003]

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EVERYONE
IS
CREATIVE
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 Creativity is everywhere

The first patent for the flushing toilet was issued to

Alexander Cummings in 1775.

During the 1800s, people realized that poor sanitary

conditions caused diseases. Having toilets and sewer
systems that could control human waste became a
priority to lawmakers, medical experts, inventors, and
the general public.

Beginning in 1910, toilet designs started changing away

from the elevated water tank into the modern toilet
with a close tank and bowl.

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IN FRANCE, in 1908, huge crowds
flocked to see Wilbur Wright fly
the new 2-seater.
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Walt Disney
Dec 5 1901 - Dec 15 1966
•Linked with the concept of imagination.
•His work inspired millions.
•Disney’s invention of the multiplane camera
brought better looking, richer animation and in
1937, Snow White and the Seven Dwarfs was the
first full-length animated film to use the camera.

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 Read
http://inventors.about.com/od/lstartinventions/a/liq
uid_paper.htm
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 VIDEO

IDEO Shopping Cart Project.mp4

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WHAT IS CREATIVITY?
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 Definitions

• Definition depends on the context.

• Creativity is the ability to think in novel and unusual

ways and to come up with unique solutions to
problems. (Santrock, 2002).

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 What is creativity?

Howard Gardner defines the creative individual as a:

“person who regularly solves problems,

fashions products, or defines new
questions in a domain in a way that is
initially considered novel but that
ultimately becomes accepted in a particular
cultural setting.”
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 What is creativity?
• Creative thought goes outside the usual route.
• Example of results:
– A poem
– An opera
– A medical diagnosis
– A pastry
– A better mousetrap
– A faster way to clean a kitchen

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 Is it only related to the arts?
• Not only in the art, aesthetics, artistic, spiritual but
also it also involves developing materials such as
winning / making a profit..

• Any subject can be approached in a creative manner.

– Movie making
– New discovery in the sciences and mathematics

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 THREE KEY ASPECTS OF CREATIVITY
1. Novelty (a creative product, a course of
action or idea necessarily departs from the
familiar – original and surprising);
2. Relevance and Effectiveness (it works, it
achieves some end eg solves the problem);
3. Ethicality (the term “creative” is not usually
used to describe selfish or destructive
behavior, crimes, war mongering etc)
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 What is a creative solution?

… must be both original and useful in some way.
Cropley, A.J. (2001)
1. Is it novel? [previously unknown in specified
setting]
2. Is it relevant? [to a specific problem]
3. Is it effective? [solve a particular problem. It
should work.]
Internal and external effectiveness.
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WHAT IS NEEDED TO BE CREATIVE?
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To be creative, invention must be intended.
Motivation (intrinsic motivation and
extrinsic motivation)
Persistence
Rich store of knowledge in an area
Ability to restructure the problem – to see
things in a new way, which leads to sudden
insight
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THE CREATIVE PROCESS
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 The creative process

Phases of creativity
1. Preparation and immersion
2. Incubation
3. Illumination
4. Refinement and evaluation

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 1. PREPARATION
AND IMMERSION

• Doing your “homework” stage.

• Gather research, background information, specific data,

and various opinions.

• Immerse oneself in the domain / subject matter.

• “Chance favors the prepared mind.”

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• Example: “Accidental” discovery of Alexander Fleming’s
discovery of penicillin (first antibiotic).

• One day in 1929, Alexander was examining some bacteria

when he noticed that something was odd.

• He then realized that some Penicillium Notatum had

fallen into the container he was observing.

• Alexander realized that the Penicillium must have killed

off the bacteria in the container. Further tests and
experiments were done, but Flemming realized quickly
that he had discovered the first antibiotic in the world.

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 2. Incubation

2. INCUBATION
• A time to rest ourselves from conscious thinking about
the task at hand.

• Time to leave the problem alone.

• We may enter incubation deliberately, knowing that

after “sleeping on the problem” we may well see
things differently or come up with fresh ideas.
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 3. SUDDEN
ILLUMINATION

• Also known as insight.

• Individuals suddenly see a first glimmer

of a solution they have been seeking for
months.

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 James Watson and
Francis Crick
• Scientists who discovered the structure of the DNA
molecule.

• Describe the experience; suddenly, they saw that

it must be something like a double helix, with one
strand intertwined with the other.

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 4. REFINEMENT

 Idea will be translated into testable form, and

then actually tested.

 Example: Darwin spent 20 years gathered data

that supported his theory of evolution before
publishing it.

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 WHAT KIND OF THINKING DOES
CREATIVITY INVOLVE?

1. Convergent thinking
2. Divergent thinking

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 CONVERGENT THINKING

• Mednick (1962)

• Thinking that applies existing knowledge and rules of

logic so as to zero in on a single correct solution to a
problem.

• Finding the right answer.

• This kind of thinking is particularly appropriate in

science, maths and technology.
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 DIVERGENT THINKING

 By J.P.Guilford (1956, 1986).

 Starts with one piece of information and works outward in

several directions.

 Thinking that moves outside conventional solutions or

knowledge in an effort to develop novel solutions to a
problem.

 E.g.: Solution to increase sale of Dell computers: no middle

man. Buy online or call them up. Tele-technical helpdesk.

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DIVERGENT THINKING
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 CONVERGENT
AND
DIVERGENT THINKING
IN THE WORKPLACE

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 CONVERGENT
THINKING

• Act purposefully – be systematic and

structured
• Act with integrity – ensure that hidden
agendas are revealed
• Look for the best solution rather than
knocking down other options.
»All options have some merit.

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 DIVERGENT THINKING

• No judgment – remain open to all ideas even if

the first suggestion is a real winner

• Quantity breeds quality – aim to obtain many

ideas without regard for their practicality at this stage.

• Build on ideas rather than criticizing them – say

“yes” rather than “yes, but” which usually means “no”

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 DIVERGENT THINKING

• Incubate ideas – leave space to reflect and develop

them

• Explore initially “far out” ideas

• Open all the senses – if what you are doing isn’t

working, do something different

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 IDEA GENERATION

 Creative thinking begins with idea generation.

 For example, if a chemical company were to develop a

new pesticide to increase crop yields, it would be to their
advantage to consider the following points of view:
 The farmer
 The company
 The consumer
 The environmentalist
 Others

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MENTAL BARRIERS TO CREATIVE THINKING
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What are the mental barriers
to creative thinking?

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Mental barriers/blocks to creative thinking

Mental Block #1
– Negative Attitude
• Pessimists by nature will turn their attention to the
negative aspects of a problem and expend creative energy
worrying about possible detrimental outcome.

• Optimists will liberate creativity by focusing on the

inherent opportunities.

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 Mental barriers/blocks to creative thinking

Mental Block #2
– Fear of failure
• One of the greatest inhibitors of natural creativity.
• Yet every successful innovator has failed often
• Those who embrace failure as a product of creativity
definitely have the advantage!

Thomas Edison failed 10,000 times (experiments) before he invented the incandescent light
bulb.
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Mental barriers/blocks to creative thinking

Mental Block #3
– Excessive stress
• Psychologically, an over-stressed person finds it
increasingly difficult to maintain objectivity and has
trouble perceiving alternatives.

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Mental barriers/blocks to creative thinking

Mental Block #4
– Following the rules
• Case study 1 : fire department’s rulebook
• Case study 2 : turkey for Christmas

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Mental barriers/blocks to creative thinking

Mental Block #4
– Following the rules
• While some rules are obviously necessary (e.g.: stopping
at red lights), others may thwart innovation.
• Why?
– Encourage a mentally lazy acceptance of the status quo.

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Mental barriers/blocks to creative thinking

Mental Block #5
– Making assumptions

– Nine-dot puzzle
• Solve the puzzle with three straight lines.

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Mental barriers/blocks to creative thinking
Mental Block #6
– Over-reliance on logic
• Highly creative thinkers see the advantage of going
beyond logical problem solving techniques to include
imagination, intuition, emotion, and/or humour.

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 Mental barriers/blocks to creative thinking

Mental Block #7
– Believing you are not creative
• UCLA’s Brain Research Institute indicates that the creative
capacity of the human brain is potentially limitless.

• The only restriction is self-imposed through our belief

system.

If you believe you can or if you believe you can’t….You’re Right!

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 WHAT CAN
INDIVIDUALS AND
SOCIETIES DO TO
FOSTER CREATIVITY?
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1. Develop a broad and rich knowledge base.
• No substitute for hard work of the preparation stage.

2. Foster independence.
• Willing to take risk. Creativity may suffer when
pressure to go along with the crowd.

3. Encourage use of analogies.

• For example the analogy between bats and submarine
was used.

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4. Encourage curiosity. Read widely and expand the
knowledge base.

5. Enhance positive effect. Research shows that positive

mood in people foster problem solving. Therefore,
good mood can enhance creativity.

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 WHAT SHOULD
LEADERS
IN THE ORGANIZATION
DO?
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• Leaders in the organization should
– Set aside some resources for innovative projects
• E.G.: 15% rule at 3M where scientists are expected to
devote 15% of their time to invention

– Open communication
• Take a step back and understand how your behavior
and that of senior managers are seen by the
employees / support staff.

• Encourage employees to take more risks.

– Nonthreatening and supportive environment
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LIST ENCOURAGING
PHRASES.

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• Leaders in the organization should
– Introduce a system of anonymity for those who
introduce ideas.
• Brainwriting - Group members to write down their
ideas on paper and then deposits the paper at the
centre of the table (maintains anonymity)
– Visioning
• Encourage “visioning” – where would they like the
company to be in five years

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GROUP CREATIVITY
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 Creative teams

• Belbin (1981) found 8 different roles that individuals can

play in teams:

– The plants, or the original thinkers

– The resource investigators
– The chairman
– The shapers
– The monitor-evaluators
– The organizers
– The team workers
– The completer-finishers

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 Creative teams

• The plants, or the original thinkers

– Score high on most creativity tests
– The idea generators
– Although withdrawn and quiet, they are usually
thinking and will suddenly come out with very
original ideas.

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 Creative teams

• The resource investigators

– Bring new ideas into the group
– These ideas come from their interaction with
others
– More sociable than the “original thinkers”
– Like talking to people, see what others have done
– Read, pick up new ideas from others and
developing them.

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 Creative teams

• The chairman
– Coordinates the efforts of the team to meet external
goals and targets.
– See others’ strengths and weaknesses
– Makes sure all voices are heard
– Keeps the process of the team in balance
– Welcomes contributions
– Listens well
– Sums up
– Makes decision firmly on behalf of the group

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 Creative teams

• The monitor-evaluators
– Another leadership role
– Complement that of the chairman
– Keen to get into action
– Want to pull others along with them
– Self-confident
– Results oriented
– Give “shape” to the way the team’s effort is
applied

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 Creative teams

• The organizers
– Are disciplined and turn concepts and plans into
practical working procedure.
– Give them a decision and they will work out the
schedule.
– Give them the objective and they will produce an
organization chart.
– Work for the good of the company rater than the
pursuit of self-interest.

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 Creative teams

• The team workers

– Sensitive to other people
– Aware of individuals’ needs and concerns
– Perceive the emotional undercurrents of the
group
– Good listeners
– Facilitators of the team process

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 Creative teams

• The completer-finishers
– Guarantee the delivery of an objective
– They like to make sure that all the details have
been checked and that everyone knows his or her
responsibilities
– Make sure that deadlines are met
– Thorough and conscientious

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 Are the team roles all completely good?

• http://www.slideshare.net/gavindjharper/belbin-
team-roles-inventory

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WHY IS IT THAT TEAMS
DON’T PERFORM
WELL?

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 Bibliography

• Cook, P. (1998). Best practice creativity. Gower Publishing

Limited.
• Cropley, A.J. (2001). Creativity in education and learning: a
guide for teachers and educators.
• Goman, C.K. (2000). Creativity in business: A practical guide
for creative thinking. Crisp Publications.
• Lumsdaine & Lumsdaine. (1995). Creative problem solving:
thinking skills for a changing world. McGrawHill
• Reader’s digest. ABCS of the human mind: A family answer
book.
• Santrock, J.W. (2002). Life-span
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development. McGrawHill
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 Bibliography

• Alexander Flemming:
http://www.pbs.org/wgbh/aso/databank/entries/bmfl
em.htmlGraphics on “hatching” from http://www.upc-
online.org/hatching/activities.html
• Harvard Business Review. (1997). Harvard Business
Review on Breakthrough Thinking. Harvard Business
School Press.
• Leahey, T.H. & Harris, R.J. (2001). Learning and
Cognition. Upper Saddle River, New Jersey:Prentice Hall

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Do we need creativity
in the workplace?
Why?
Advocating Creativity at the Workplace.mp4

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Character: Black Widow
May 1973

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 IMAGINE YOU ARE A
SUPERHERO HRD TRAINER
• What is your character?
• What is your real name/alter
ego?
• When did you join Superhero
team?
• What are your
specialities/abilities?
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