Creativity, Charged

More than a Dime a Dozen

In the current world creativity is currency because there is demand in the marketplace. Not only can it create value but a creative work has the power to transform. Think of the value of a blank canvas with some paint versus a finished artwork or a blank page versus a finished book.

Based on behavioral science there are five main personality traits: Openness, contentiousness, extroversion, agreeableness and neuroticism. And creativity is closely tied in to openness – curiosity to new ideas and experiences.

Many would argue that creativity is a personality trait that is tied with openness, but there are also metrics of judging how creative a person is: accolades, awards, compensation or public discovery.

However, it doesn’t mean that creativity is so lofty for a person not to try. Just because one cannot win the Wimbledon does not mean not picking up the game of tennis. Learning about creativity should be a reward in itself because it is an engaging process and it sets a person or a thing apart from the common.

Many believers agree that creativity can be acquired through practice, much like developing a technical skill in art or music. And some people will be more inclined to it like those child prodigies one sees online, while others will need to work on it through focus and practice. The learning creative may not reach honors and titles, but creativity is something that can make living more interesting, maybe enough to make it seem like magic if applied in everyday life.

After all, art doesn’t have to be a noun; it is something we do.

A Hungarian-American psychologist named Mihaly Csikszentmihalyi famous for his concept of ‘flow’ points out the relevance of creativity. He mentions in one of his books that creativity is a vital source of significance in our lives for two main reasons. First, that most things that are interesting, important and human are results of creativity. It is scientific evidence that we share more than 90% of our genetic make-up with chimpanzees and what makes us different is individualized ingenuity transmitted through learning; and transforming ideas into new technology, discoveries, language, the arts, etc. Secondly, the reason why creativity is so vital is that when we are immersed in it we live more fully than when we are not. Think of the excitement of a musician about to perform a new song or the scientist so close to a creative breakthrough, or even perhaps as simple as a movie or an artwork that grips us.

While many of the most recognized creative endeavors of humankind are rarely a product of one person, creativity is a rewarding skill that can be developed on one’s own. The process

of applying creativity gives highlight to one’s life. You remember the ‘aha’ moments during the creative spark or when one stumbles upon a solution to a complex problem through an unexpected connection of dots.

Creativity is said to be one of the elusive few things that the more you use, the more you have. Confusing as it is, here are a few structured hacks to tip the scales of creativity in your favor.

Setting the Stage

It is easier to enhance creativity by changing conditions in the environment rather than trying to think more creatively. The environment here refers to a framework or a safe space where one is not afraid to make mistakes. It can be a literal change in atmosphere such as a different perspective or a combination of different lenses or approaches.

Initially frameworks or conditions can be perceived as limitations. But if approached with a framework with creativity in mind, it can also be an advantage because it now becomes a focal point. Think of a painter whose artwork is within a frame and a canvas. Another example would be a business plan or product launch that has to be executed within a budget, or even an advertising campaign that always has a strategy. Without constraints things can be overwhelming.

In creativity, it is also important to set the condition where one can experiment and not afraid to commit mistakes. When trying out something new and in the testing stage expectations are low. Failure can be an option because this is an opportunity for continual improvement. Of course managed within certain timelines.

Think back of childhood. There was no care if the flowers were not drawn with red petals or if the leaves were blue; or if the sea had clouds instead of water and the fishes swam in the sky. In creativity that can be the frame of mind.

Ed Catmull, one of founders of Pixar says we are all afraid of failure because there’s a visceral reaction to it. But when approached positively, it can be an opportunity for growth. He says that mistakes are not necessary evil and in fact are not evil at all. They are the inevitable consequence of making something original and one just have to improve from the previous.

The first draft of “Monsters Inc.” was done by Pete Docter, his first time to be a director. The original draft was supposed to be a 30-something guy with a boring job like accounting. He hates his job and one day his mom shows him one of his drawings of monsters from his childhood. He goes to sleep and the monsters start to follow him but only he can see them. He thinks he’s going crazy and the monsters continue to trail him to work, his dates, etc. Turns out these monsters were fears he never dealt as a child.

Now this story might be a good one but we all know that that is not how the movie turned out. There was something more magical about the movie release. Pete still went with the basic truth that for kids monsters are real and scary. But to further push his creativity, he went to develop the story with the process of discovery with the help of Brain Trust, a group of current directors in the studio.

The word stage can also mean phases. Gerard Puccio, a renowned university professor in New York says that there are techniques to learn in creativity. No different from the different environments one has to go through. The first stage is ‘clarifying’ or curiosity. This is the stage of the 4 Ws - what, why, where, when. The second stage is ‘ideating’ or the how; the what-ifs and the possibilities. The third is the ‘development’ and enhancing of ideas. This is also the step where revisions can be made. And the final and fourth stage is ‘implementation’ which is releasing the idea out into the world. Each of those stages allows one to get insights for refinement of the creative output.

Speaking of perspectives, it is an advantage for a creative to be able to cross boundaries and incorporate “new found” ideas to current knowledge. A creative who has been exposed to different environments and disciplines can distinctly create something more innovative. This is why Elon Musk who has an engineering background plus his entrepreneurship acumen can make electric cars and make space flight commercial. Another example would be a plastic surgeon named Maxwell Maltz who discovered the importance of self-image in psychology and prolific geniuses like Leonardo da Vinci whose inventions and creations crossover to sometimes diverse fields as art and science.

Recent articles also note that kids who move around a lot become more creative because they are exposed to different traditions and cross cultures.

Although not everyone can be gifted with resources or opportunities, turning something simple and trivial can be an inspiration to create, say taking regular breaks from mundane office routines. With enough curiosity and observation, one notices seeing things with a fresh perspective. It is like being kids again staring at the clouds and imagining animal shapes in them.

Work at Play

Assuming that one has already established possible environments for the creative stage, think now of the next phase. Like a literal stage of a blues bar imagine a jazz musician performing. The music moves its customers as they take a sip from their bourbon. The musician plays the saxophone, teetering between his honed talent and playfulness that is bordering on chaotic but not quite. That is the sweet spot where magic happens - controlled chaos.

Satoshi Kon, one of the most famous Japanese directors of anime’ says that when he is stuck in a scene that he cannot get right he brings out two versions of himself - the disciplined Satoshi and the rogue or gangster Satoshi. Disciplined Satoshi has technical skills and meets deadlines. Within those limitations he lets gangster Satoshi play, where he can create surreal sequences of animation that has been inspiration for movies like “Inception” and “Requiem for a Dream.”

Similarly, it was revealed that Walt Disney himself had a method of role-playing and a colleague mentioned that he was never able to predict which role Mr. Disney would bring to a meeting. The roles were: The dreamer, the realist, the critic. Although it wasn’t fully developed and shared, this allowed Walt Disney to bridge the gap between imagination and reality. It allowed him to see the best possible perspectives through the different roles he played.

Coincidentally, in the book Creative Confidence there is a Venn diagram composed of 3 different overlapping circles. One circle was for Business, the other for People and the last one was for Technical. In Ideo (a global design and innovations firm) for every innovation program or project it is involved in they need to pass all 3 criteria. The part for People covered the question, ‘Is it desirable?’ Much like Disney’s ‘the dreamer’. The other portion for Business was asking the question ‘Is it viable’, which is similar to Disney’s ‘the realist’. And lastly the portion of Technical asks the question, ‘Is it feasible”, which is Disney’s ‘the critic.’ The goal is to hit the sweet spot.

Childhood memories was mostly playtime. During playtime, challenges were not avoided and instead imagination was used to overcome them. That jungle gym was a castle to conquer, those broken toys were hospital patients that needed help. Playtime whether in board games or playing pretend taught the value of teamwork, analysis and sharing of ideas. When a game was lost, it wasn’t a big deal – just change the game. Incidentally now used as a corporate jargon.

As we age we cast aside our innate creative self and forget to bring it into our current lives. But obviously there are merits in play even in adulthood. It teaches us how to think abstractly resulting to better brainstorms with others. It can bring joy and make work fun again.

Aside from Satoshi Kon and Walt Disney who have integrated playfulness in their work through role playing, there are thought leaders and successful creatives who have a similar approach of incorporating their childlike playfulness with adult restraint. Malcom Gladwell, an author says that he was obsessed with Lego as a kid. He likens writing to the building blocks of Lego. He delights in constructing articles and books which is similar to assembling pieces so they fit well entirely. Another creative type is Jessica Walsh, one of the youngest designers who founded her own award winning design agency. She reiterates the importance of play and to always be a “player” when tackling problems.

1 + 1 = 3, This is Alchemy

There is often an ongoing joke that artists or creative types are bad at math. Mainly because the creative people mostly use one side of the brain which is associated with the abstract, while mathematicians use the other side connected with logic.

In a book called “Alchemy” by Rory Sutherland, she shares something on “no sense non- sense.” In one of his meetings, the client said they sold more raffle tickets by a massive difference when the featured prize was a “cute penguin nightlight” versus “free energy for a year”. Turns out advertisements that feature cute animals tend to be more successful which is completely illogical. Of course, there are domains like hard science, politics, and public safety which should always be approached with logic. But not everything in the world is logical.

While 1+1 = 3 makes no mathematical sense, it does so in the world of experimentation. In an app incidentally called “Alchemy,” the main premise of the game is when one adds an element to another it creates something completely new. It starts out with the basic 4 elements. For example, if you add earth + water, it will become mud. If you add the existing mud + fire, it will become brick. When you play the game longer, unexpected things start to pop-up like when you add man + glasses it will become a nerd. Now when you add nerd + sugar, it will result to Nerds candy.

Alchemy aptly describes one of the most basic rules on creativity.

Think of the most notable alchemic creations. Combinations of two seemingly dissimilar concepts like art plus computer technology produced Pixar. Another more recent development would be Netflix – video rental combined with new content and e-commerce.

Similarly, combining is also connecting things. Steve Jobs quotes, “Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while. That's because they were able to connect experiences they've had and synthesize new things.”

In his book “Steal like an Artist,” the author Justin Kleon says that nothing is original. Another writer Jonathan Lethem said that when people call something original, they do not know the original sources involved. A good creative is humble enough and recognizes that nothing comes from nowhere.

David Ogilvy, the father of advertising also says, “Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.”

A skilled creative on the other hand knows that creativity is directly related through exposure on new and interesting stuff. A creative is also aware that it can only connect through what is known or through hindsight. He/she uses this ability to connect from insights, cultures, and experiences to form new ideas that fit well. Selection is also a key thought. Keep only what is essential because the input will only be as good as your output.

Think and Link with Emotion

Something may be glossy, beautiful or intelligent but won’t resonate or move.

Think of beauty ads in magazines. A casual browser will see a beautiful woman in a well thought layout. She partially pauses because the model is stunning. But after a few seconds flips to the next page and totally forgets what she just saw. The next page catches her attention more – she lingers much longer over a Dove beauty ad which redefines beauty. And though there is science in basic attractiveness like symmetry, what the Dove campaign does to her is more gracious and conveys a message that connects.

Foremost in creative work is that we create for people – for oneself or for others. For some people a personal passion project that transmutes whatever is desired, whether as emotions or thoughts that are more tangible. Or it can be something that is directed to other people to spread a message, “sell” something they can use, or engage them – no different from advertisements, software, product designs or pure entertainment like movies or music.

Especially with advertising, demographic samples can be target markets. But more important than any slice of a group are people with lives who can think and make decisions. One should not undermine their intelligence because they will know what is genuine or inspiring and what is not. If it doesn’t connect it will not stick. It will simple be glossed over, a deaf ear turned or a channel changed.

Thus any creative effort becomes waste.

Emotions can be a strong motivation. But something emotional does not always mean “waterworks”. It also means to delight, surprise, or create laughter; it also engages people to think. Emotion creates relevance because people genuinely relate with what is made from the heart. Emotion is still the best way to get attention because people at the core are sentient beings. We have our whys and hows which affect the way we approach life. And when people are interested they are attentive.

However, this does not mean manipulating with people’s emotions. It can simply mean to create with humanity incorporated in it.

As an example we have the story of Doug Dietz, an expressive veteran of General Electric. Doug helps lead design and develop the high-tech medical imaging systems for GE’s healthcare division. A couple years ago Doug wrapped up a project on a state of the art MRI machine that could peer inside the human body in ways that were so sophisticated. The veteran had a chance to see the machine installed in a hospital’s scanning division. Standing next to the machine, Doug talked to a technician proudly saying how state of the art this machine was and had been submitted to the International Design Excellence Award, the “Oscars of Design.” Suddenly, the technician politely asked him to step out for a moment because a patient needed a scan. The patient was a frail young girl holding her parent’s hands tightly. She was clearly crying and scared. To Doug’s alarm the technical started to call an anesthesiologist to calm the patient. He found out that hospitals routinely did this to their young patients because they were too afraid or else they had to postpone the scan and then go through the cycle again.

When Doug saw what his machine did, it triggered a personal crisis for him that changed his perspective. He saw his machine this time through the eyes of a child and not as some sleek technology worthy of praise. Doug sought help which eventually directed him to a workshop where he learned about human centered design and innovation. It made him better understand his consumers’ needs and experiment on prototypes with a new viewpoint.

The result of this was to redesign the MRI machines in such a way that it will take into account what the pediatric patients went through. The first prototype would be the “Adventure Series” scanner where Doug transformed the MRI machines and packaged it in such a way that they become pirate or rocket ships in amusement parks worthy as adventure stories for kids.

With the new design, not only did pediatric patients reduce their need to be sedated. The kids actually enjoyed the scans. The grateful families became Doug’s greatest joy and the human centered design method allowed Doug to become the thought leader at GE.

Technical skill is only half of the equation. Creative work won’t resonate without a human approach.

Work it Work it, Flip it and Reverse it

Although creativity often teeters on the chaotic domain, structured methods can grow creativity as if it were a muscle. Initially it will require effort. But with a beginner’s mindset, application, and consistency it will eventually become second nature. It becomes muscle memory.

But at times creativity can also be illogical. The methods do not have to follow linearly. Creativity can work forward, backwards, sideways; even reworked or picked up at a certain stage just to connect the dots. And that is the fun part in it.

To wrap it all up, remember to set the stage with different environments or conditions. Incorporate the power of play perhaps with different versions of oneself or with others. Be illogical because sometimes 1+1 is not 2. Be human and have a heart. As cheesy as it sounds, a little bit of cheese is always gouda.

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