Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Carolyn Freeman
Relevant books
The importance of creativity in future-based mindsets
Creative and lateral thinking skills are essential for the development of products,
services and communication techniques that do not currently exist.
We learn logic
The educational focus of maths and the sciences has come from the
need to educate workers for the industrial revolution
There are right/wrong answers, mistakes are stigmatised and
creativity is frowned upon To watch in your own time
Nurture:
62% of those who pursued and engaged in creative based activities were
perceived by both themselves and others as being creative
Creative individuals have a firm sense of self as creative
Note: we all have a unique mix of the 5 personality types with one more dominant that
the others and is manifest through the traits that we display (both inwardly and
outwardly) and is what defines us as unique, individual human beings.
Well be exploring the links between creativity and personality in week 5 so were not
going in to detail in this weeks session.
It may be worth doing a Big 5 Personality Type questionnaire to understand a bit more
about your dominant Type.
https://www.psychometrictest.org.uk/big-five-personality/
Personality Types & Creativity
Mental disorder is more common in close relatives of creative Isaac Newton: Intensely
people where illness usually impedes success the exception is suspicious and distrustful of
colleagues and competitors
writers who have high disorder rates incl. schizophrenia, mood
disorders, anxiety, alcoholism, drug abuse and suicide (Kyaga et al,
2012).
The Wolf of Wall Street The Devil Wear Prada Amon Goeth in Shindlers List 50 Shades of Grey
Zhang (2001) has revealed a significant relationship between thinking styles and
personality, with the external thinking style being linked to social and
enterprising personalities and the conservative thinking style associated with
personality traits that prefer structure, guidelines and working on details.
Thinking Styles
A direct indication of how individuals prefer to use their cognitive abilities to process data
Creative The processes involved in coming up with ideas for products, processes
Thinking or press.
A creative idea is often the result of merging/combining of two existing
concepts or ideas in order to create a new idea
Lateral The process that searches for a simple solution outside of a logical
Thinking systematic framework and uses outside the box thinking where an
incorrect answer is sometimes needed to find a more correct answer.
Requires the deliberate search for and generation of irrelevant
information to repattern and restructure this information so as to
generate new ideas
Divergent The ability to have ideation fluency and flexibility and requires the
Thinking movement of thought in a variety of directions that leads to unusual,
novel or unique ideas and solutions.
Insights The discovery of something enlightening about needs or values that can
be used to gain a competitive advantage
Salience, logic
Creativity and
and planning
curiosity
sequence
Thinks in pictures
Stores memories as a whole
Social and
and experience
community
Instruments and
equipment are designed
for right hand use.
Logic (Green)
Executive Attention Network
Creativity (Red)
Imagination Network
Creativity is stimulated when turning off the logic switch
In neuroscientific research on free-style rappers:
Areas of the brain normally used for making decisions (blue
areas) were deactivated
When performing free-style creative tasks (orange areas)
Keep a notebook with you at all times and capture the idea
immediately mapping out or cataloguing creative ideas can help
you recall them easier later
Tips to foster daily creative moments cont
Plan daily distractions go for a walk, start the task put it down to
work on something else then pick the task up again, go shopping
Overwhelm your brain take on a task you think is too hard for
you & keep working on it, the shock will naturally engage your
creativity, then get back to the task you were working on before
it may seem a lot easier
Learn new skills, develop wider interests, read widely and meet
new people the more new connections you make, the more
opportunity your brain has to subconsciously find daily creative
solutions
Creativity and Audiences
Internal and External Communications
Empathy Gap:
Illusion of Control: The tendency to
The tendency to underestimate the
overestimate ones influence or strength
degree of influence of feelings, in either
over other external oneself or others
events
Post-purchase
rationalisation:
The tendency to
persuade oneself
Optimism Bias: through rational
The tendency to be argument that a
over-optimistic, purchase was good
overestimating value.
favourable and
pleasing outcomes
Biases (heuristics) simplify
our world and are useful
most of the time.
How do our biases affect how we read communication from others?
Other examples to
watch in your own time.
The Social brain
Our pets are included in Lynx comms appeal to the desire to be It must be good if that
social brain comms physically socially acceptable many people eat there?
Loss Aversion
People will work harder to avoid losing something than they will to gain it
Animated book
review to
watch in your
own time
In Summary
We were all born creative but we are taught logic through education relevant for the industrial revolution
Genetics has some influence on creative ability, but so does personality, socio-cultural environment, creative
self-perception and the flexibility to solve everyday challenges
Being creative in the workplace to solve unique future-based work is an increasingly important skill
A creative idea is often the result of merging/combining of two existing concepts or ideas in order to create a
unique or novel idea
The deeply held belief that the right hemisphere of the brain is creative and the left brain analytical is false.
The creative process uses all 4 quadrants of the brain simultaneously as does the logical process
Creative parts of the brain are switched off when using logic and visa versa
Understanding our own biases and how our audience thinks and behaves, will help us to develop more
creative communications that have more profound results
Its not about being creative, just for the sake of being creative
Its about creative ideas that hit home for the audience, reinforce or change behaviour and maximise
communication budget spend.
What else are we doing this week?
Tomorrows lecture:
Understanding and working with opinion leaders,
tribes and global networks
Fridays seminars:
Collecting evidence: knowing your audience