Creativity Revisited

Three business approaches for

breaking the creativity code

Based on the book

Creativity in Product Innovation

Written by Prof. Jacob Goldenberg
Co-founder of SIT Systematic Inventive Thinking

Creativity is considered
the ultimate of human
qualities.

Creativity is considered
the ultimate of human
qualities.
But what is creativity

Approach #1
A Divine Providence

Creativity is a divine spark that

may not be dismantled and
examined by use of scientific tools
(Carl Popper)

Its missioners will tell you

creativity is impossible to
formulate; its either you got it, or
you dont.

Approach #2
Free your mind and the rest will
follow

A hypothesis was made

Creative thinking is a process
one may conduct by using an
analytical tool

Many methods for fostering

creativity appeared and spread

g
n
i

Br

rm
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ats
ain
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Six Thi

Mind Mapp
ing

R an d
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e ra
timu
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n
ink
ing

Many methods for fostering

creativity appeared and spread

And they all have one common

formula
[X] + [Y] + [Z] = The Creative
[Break away from
Spark
existing thinking
frameworks]

[Suspend judgment
and criticism]
[Search for the
non-conventional]

And they all have one common

formula
[X] + [Y] + [Z] = The Creative
[Break away from
Spark
existing thinking
frameworks]

[Suspend judgment
and criticism]
[Search for the
non-conventional]

The result was four key assumptions:

#1. Unpredictability is the essence of creativity
#2. Ideation scope should be unrestricted

#3. Randomness should be stimulated and enhanc

#4. A group interaction generates more ideas

which became an academic

taboo.

Approach #3
The Creative Thinking
Patterns

ng
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s
in Thinking Hats
a
Br Six
Mind Mapp
ing
R
Lat
er

an d o

m St
imul
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ation
hin
ki n
g

The pioneers in breaking these methods

assumptions were cognitive psychologists*
* later joined by Neuropsychology, Artificial
Intelligence, Engineering,
Education, and Marketing
and Management Science

They suggested that creativity is the

outcome of ordinary thinking, which
doesnt necessarily require a creative spark!

They suggested that creativity is the

outcome of ordinary thinking, which
doesnt necessarily require a creative spark!
And they built a scientific knowledge
base, which challenged these four key
assumptions

#1
Unpredictability
is the essence of creativity

#1
Unpredictability
is the essence of creativity

Constraints are needed, as the original

thinking combines familiarity and surprise

2#
Ideation scope
should be unrestricted

2#
Ideation scope
should be unrestricted

Restricted scope proven to be

3#
Randomness
should be stimulated and enhanced

3#
Randomness
should be stimulated and enhanced

Thought consciously guided by a

wide set of restricted options
yields more targeted and effective
results

4#
A group interaction
generates more ideas

4#
A group interaction
generates more ideas

More is not better. It was shown that

less ideas suggested by individuals are
evaluated as more superior than more
ideas suggested in brainstorming
sessions

The Major Breakthrough

A life-long research by a Russian engineer of

hundreds of thousands a patents, seeking to
identify all creative thinking patterns.
The result was an inventive thinking
methodology called TRIZ, which is very
engineered-oriented and applied in technical
problem solving.

In 1996, SIT Systematic Inventive

Thinking, an innovation & creative thinking
methodology was founded.
Derived from TRIZ, and adjusted to business
application Product Development, Problem
Solving, Management Innovation, etc. SIT
became a simple, proven innovation
methodology for organizations.

Thank You
SIT
T +972 3 5456000
F +972 3 5456001
info@sitsite.com

16 Tozeret Haaretz St.

Tel Aviv
67891 Israel