Tips for Creative Thinking

• Feed your curiosity. Read. Read books, newspapers, magazines, blogs—anything at any time. When surfing the Web, follow links just to see where they will take you. Go to the theatre or movies. Attend lectures. Creative people make a habit of gathering information, because they never know when they might put it to good use. Creativity is often as much about rearranging known ideas as it is about creating a completely new concept. The more “known ideas” you have been exposed to, the more options you’ll have for combining them into new concepts.
• Develop your flexibility by looking for a second right answer. Throughout school we have been conditioned to come up with the right answer; the reality is that there is often more than one “right” answer. Examine all the possibilities. Look at the items in Figure 3.4. Which is different from all the others?

If you chose C, you’re right; you can’t eat a board. Maybe you chose D; that’s right, too—clams are the only animal on the chart. B is right, as it’s the only item you can make oil from, and A can also be right; it’s the only red item.

Each option can be right depending on your point of view. Life is full of multiple answers, and if we go along with only the first most obvious answer, we are in danger of losing the context for our ideas. The value of an idea can only be determined by comparing it with another. Multiple ideas will also help you generate new approaches by combining elements from a variety of “right” answers. In fact, the greatest danger to creative thinking is to have only one idea. Always ask yourself, “What’s the other right answer?”

• Combine old ideas in new ways. When King C. Gillette registered his patent for the safety razor, he built on the idea of disposable bottle caps, but his venture didn’t become profitable until he toyed with a watch spring and came up with the idea of how to manufacture inexpensive (therefore disposable) blades. Bottle caps and watch springs are far from men’s grooming materials, but Gillette’s genius was in combining those existing but unlikely ideas. Train yourself to think “out of the box.” Ask yourself questions like, “What is the most ridiculous solution I can come up with for this problem?” or “If I were transported by a time machine back to the 1930s, how would I solve this problem?” You may enjoy watching competitive design, cooking, or fashion shows (Top Chef, Chopped, Project Runway, etc.); they are great examples of combining old ideas to make new, functional ones.
• Think metaphorically. Metaphors are useful to describe complex ideas; they are also useful in making problems more familiar and in stimulating possible solutions. For example, if you were a partner in a company about to take on outside investors, you might use the pie metaphor to clarify your options (a smaller slice of a bigger pie versus a larger slice of a smaller pie). If an organization you are a part of is lacking direction, you may search for a “steady hand at the tiller,” communicating quickly that you want a consistent, nonreactionary, calm leader. Based on that ship-steering metaphor, it will be easier to see which of your potential leaders you might want to support. Your ability to work comfortably with metaphors takes practice. When faced with a problem, take time to think about metaphors to describe it, and the desired solution. Observe how metaphors are used throughout communication and think about why those metaphors are effective. Have you ever noticed that the financial business uses water-based metaphors (cash flow, frozen assets, liquidity) and that meteorologists use war terms (fronts, wind force, storm surge)? What kinds of metaphors are used in your area of study?
• Ask. A creative thinker always questions the way things are: Why are we doing things this way? What were the objectives of this process and the assumptions made when we developed the process? Are they still valid? What if we changed certain aspects? What if our circumstances changed? Would we need to change the process? How? Get in the habit of asking questions—lots of questions.

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