Types of People Needed to Increase Creativity

It is claimed by Tom Kelley (2006) that devil's advocates are the biggest innovation killers as they encourage others to assume the most negative perspective.

To overcome this, time the situation so that 10 different types of people are required to counter negativity and spark innovation. They

- introduce fresh ideas (anthropologist, experimenter and cross-pollinator)

- ensure that ideas get enough attention at all levels in the organisation (hurdler, collaborator and director)

- make innovations happen (experienced architect, set designer, caregiver and storyteller)

It is important to have these different types of people in your innovative team to increase the chance of success

(source: Helena Cornelius et al, 2006)

Some Creative Thinking Techniques


"...change a person's perception and you will change their behaviour. Rarely can you change a person's behaviour by logic alone..."

Edward deBono as quoted by Piers Dudgeon, 2001

Furthermore, deBono states

"...paradigmatic shift which is inherent in all thinking programs - the shift from the system rules of logic (which hurry us towards making judgment of the situation) to the system rules of perception (which give us pause to consider that there are other points of view and maybe alternative ways of doing things)......there is a gap between the system we have and the one we need.......Our technology has changed, but our basic thinking tools have not..."

as quoted by Piers Dudgeon, 2001

He goes on to state

"...the concept of movement is an alternative idiom to judgment......the judgment idiom recognizes, identifies, locates and keeps us within the old patterns of thinking. The movement idiom allows us to skip across patterns to discover alternatives, other people's views, new possibilities......argument is the tool of judgment..."

as quoted by Piers Dudgeon, 2001

DeBono is very critical of the influence of the Gang of Three (Aristotle, Socrates and Plato) on thinking creatively, ie

"...they set in stone the judgmental attitude in Western culture. Socrates was heavily into argument (or dialect). In Plato's dialogues, someone put something up and he shot it down. He is a skillful wordsmith......his approach was," that's wrong, that's wrong, that's wrong." So what's right?" Not my business!.......Plato....believing that as there are ultimate truths in mathematics, so there are ultimate truths in life......with his Doctrine of Forms, Plato denied human knowledge the evidence of the senses and at the same time promoted the judgmental mode......Aristotle, Plato's pupil,....invented the syllogism, which was an attempt to bring the certainty of mathematics to argument and ensure that ethics, law, religion, aesthetics, and so on work with the certainty of 2 + 2 = 4.......Aristotle was very keen on classifying things according to their attributes ... the validity of the premises was clear and he could put his logic to work......analysing, defining, categorising helped formed the brain's tendency to fit what we perceive into familiar boxes, which closes the door on possibility and keeps firmly in the judgment mode.......90% of our behaviour is about recognizing situations as standard, and applying standard answers......we are going to have to move to another kind of thinking, to what can be......Aristotle's analytical judgmental mode is......excellent, but inadequate. Where the axioms impinge on perception they do not hold good because perception and logic operate in different systems. Perceptions cannot be judged true or false like mathematical propositions. Being relative to conditions and circumstances, they may be true or false at the same time..... in real life, definitions/perceptions differ and are relative to circumstances......relativity is the reality of perception. Absolutism is the reality of the system of logic. Perception is no less real..In fact, it is more real because logic is a closed system divorced from reality, a system in which everything has to be defined in order to work, and life is not like that......the paradox: perceptions are real even when they do not (necessarily) reflect reality. Whether they do or do not reflect reality is not the point of.....(Aristotle, Socrates and Plato's approach) is a fundamentally authoritarian approach to determining what is.......(deBono) sets a different purpose. Within the idiom of movement - creative, constructive, designed thinking - let's discover what can be......here is the nature of the paradigm shift he (deBono) proposes.......With the move away from deep-truth thinking, which has to be defended at all costs, arrogance and righteousness disappear.......There is a constant readiness to change, but also a willingness to use the contingent truth as absolute, provided the perception of a situation is the priority, and is tackled in a constructive, creative fashion......(to find) a new way forward...."

Edward deBono as quoted by Piers Dudgeon, 2001

"...new ideas are rare because we have been taught analysis and judgement but never creativity..."

Edward deBono, 2005


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