Research confirms creativity is key for both arts and science

International expert in creativity and innovation, UniSA's Professor David Cropley, is calling
for Australian schools and universities to increase their emphasis on teaching creativity, as
new research shows it is a core competency across all disciplines and critical for ensuring
future job success.

Conducted in partnership with visiting Ph.D. researcher Kim van Broekhoven from
Maastricht University in the Netherlands, the research explores the nature of creativity in
determining if specific differences exist between creativity in the sciences and creativity in
the arts.

The researchers found that creativity in science, technology, engineering and mathematics
(STEM) is very similar to creativity in the arts, indicating that a holistic approach to teaching
creativity in schools and universities, would benefit all.

UniSA's Professor David Cropley says the study provides a valuable insight into how
education systems might assess and foster students' creative capabilities.

"The big change for education systems would be moving away from a rather fragmented
and haphazard approach to teaching creativity, to a much more holistic and integrated
approach," Prof. Cropley says.

"To prepare the next generation for the future, we need to understand the gaps in the
market—the human skills that computers, artificial intelligence and automation cannot
achieve—and this is where creativity fits. Until this research, we didn't know whether
creativity in STEM was the same as creativity in anything, or if there was something unique
about creativity in STEM. If creativity was different in STEM—that is, it involved special
attitudes or abilities—then we'd need to teach STEM students differently to develop their
creativity. As it turns out, creativity is general in nature—it is essentially a multi-faceted
competency that involves similar attitudes, disposition, skills and knowledge, all
transferrable from one situation to another. So, whether you're in art, maths or engineering,
you'll share an openness to new ideas, divergent thinking, and a sense of flexibility. This is
great news for teachers, who can now confidently embrace and integrate heightened levels
of creativity across their curriculum for the benefit of all students—whether STEM or arts
based."

The study surveyed 2277 German undergraduate students aged 17 to 37 (2147 enrolled in
science, technology, engineering and mathematics (STEM) courses; and 130 enrolled in art
courses), to explore how creativity differed in terms of self-expression thoughts and
perceptions.

In 2020, the World Economic Forum identified creativity to be as important as artificial

intelligence in the jobs of the future.

Professor Cropley is currently working with Geelong Grammar School (VIC), Trinity College
(SA), and Glenunga International High School (SA) to further embed creativity into their
schools.

Coordinator of Creativity and Innovation, Center for Creative Education at Geelong

Grammar School, Dr. Tim Patston, says we cannot underestimate the importance of
creativity in a digital world

"Students in the 21st century must be open to the amazing diversity of possibilities available
to them in further education and careers when they leave school. And, while every student
will create their own unique path, a solid and common grounding that embraces creativity is
essential," Dr. Patston says.

"Working with the University of South Australia, we've been able to truly embrace creativity
as a core competency to ensure that our students not only succeed, but flourish."

Citation: Research confirms creativity is key for both arts and science (2020, July 22)
retrieved 22 July 2020 from https://phys.org/news/2020-07-creativity-key-arts-science.html

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02
Improving Creativity At Work: Could Laughter Be The Key?

Alfred E. Neuman was the mascot of MAD Magazine having appeared on the cover of every
single issue. ... [+] The culture of humor and laughter at MAD sparked creativity. (Photo by
Kevin Sullivan/Digital First Media/Orange County Register via Getty Images)

MediaNews Group via Getty Images

In college, I spent time interning at MAD, the satirical humor magazine. The magazine held
nothing back, poking fun at politics, entertainment, popular culture, and figures. No one was
immune from the jokes. My workspace happened to be directly across from that of John
Ficarra, MAD’s senior vice president and executive editor. I vividly recall the rolling laughter
punctuated by rimshots from an actual snare drum and cymbal which accompanied every
weekly editorial meeting. The laughter was a conduit to their creativity. It was a means to an
end.

The pandemic has caused our new workspaces to be void of meaningful human interaction.
This is juxtaposed with the need to improve productivity and creativity with new constraints.
I reconnected with Ficarra, as well as Charlie Kadau and Joe Raiola, the MAD senior
editors to tap into their wisdom and reimagine how we can enhance creativity during this
challenging time. In between tear-jerking guffaws and banter, they offered some tips on how
to build a culture of creativity in the workplace.

Respect the talent

Understand that you are working with extremely talented people. Having respect and
appreciation for the raw and refined talent is paramount to building creativity. Allow the free-
flowing of ideas and build on those, don’t negate them, to spark creativity.

Keep groups small

Keeping groups small allows for a safe environment where people get to know each other,
their strengths and idiosyncrasies. They can try out new ideas with this small group before
presenting it to a larger forum. As ideas build on themselves, it is critical to have a safe
space where people can be inspired to throw out and test new concepts anywhere, at any
time.

Be aware of the world around you

MAD held a funhouse mirror to society. In order to do that effectively, you need to be aware
of the issues and pressure points impacting people, organizations, regions, nations and the
world. You can’t live or work in a bubble.

Give credit where credit is due

During our conversation, the MAD editors kept giving credit to the person who came up with
funny ideas for an issue, even if they were from decades earlier. They were adamant about
giving credit to the people who came up with the ideas, built on the concept, and saw it to
the finish line.

Keep humor in the workplace

William M. Gaines was the publisher of MAD Magazine.

Corbis via Getty Images

Humor can spark creativity. Injecting it into the creative process allows people to come up
with usable ideas. The MAD editors warn that for humor to work, everyone needs to agree
that it is permissible and they have a tolerance for it. This means interns, colleagues, and
senior management. They recognize that what they had at MAD was a special environment,
backed by the publisher, William M. Gaines, who in his eccentric corner office filled with a
life sized stuffed gorilla, created the culture, fearless support and backing of creative humor
in the workplace.

The editors and art directors at MAD were like a family. They knew each other’s hobbies
and families in addition to their professional work. They worked and traveled together for
nearly four decades due to the creative environment which percolated from jokes, humor,
roaring laughter, and a profound respect for each other’s talent.

03
3 ways employers can inspire motivation and creativity in employees
while working from home

 Alisa Cohn is an executive coach who mentors startup founders, CEOs, and other
business executives.
 If you're struggling with employees who have grown complacent while working remotely
during the pandemic, Cohn recommends developing new systems to keep them motivated
and accountable.
 Challenge your workers with more creative goals or projects, encourage them to stay
connected with their teammates, and invite them to bring their unique ideas or life
experiences into the workplace.
 Visit Business Insider's homepage for more stories.
When the COVID-19 crisis initially shook the business world, everyone scrambled merely to
make sure they could survive. In an economy that seemed to be in a free fall, being 25% off
their forecast was a win.

Some businesses have had an easier time than others. In certain sectors, businesses have
been able to draft off of trends such as people's increased internet use and shopping as
well as the desire for products to support a dramatically increased work-from-home
lifestyle.

The danger of too much success, however, is that your team gets complacent. They don't
have the intensity that is needed in startups. How do you help your team regain that sense
of urgency?

A few weeks ago, I was meeting with one of my coaching clients, Erica, the CEO/founder of
a direct-to-consumer food company based in Austin. We reviewed the business and
marveled that the company was beating its pre-COVID forecast. We did a virtual high five.

But I told her that in my meetings with her executive team I had detected surprising over-
confidence. She and her team had built a such a strong business over the past five years by
having a fierce sense of purpose. "Acting as the underdog" is one of their core values. This
new mindset was alarming. I was concerned that her team wouldn't be able to rapidly
respond if the business got some sudden bad breaks. And, I asked her, what if you could
actually be doing even better right now?

A sense of urgency is essential to continued business success. Here are some ways to
provoke more purposefulness in your team.
1. Challenge the team Erica realized that their weekly executive team meetings had
become a breeding ground for complacency. Their department updates were like a victory
lap. Celebrating success is important, of course, but not at the expense of finding ways to
improve the business.
One of the best ways to push the team is to ask provocative questions. In her next
executive team meeting, Erica borrowed a question I had asked her: We are beating our
plan, but what if we could do even better? She also asked them: What should we
completely stop doing so that we can double down in a few areas and use extra energy to
explore new revenue channels? Are there areas of R&D we should now invest in to ensure
our future?

These questions energized the team to think more aggressively about the business itself
and also freed them up to ask their own more challenging questions.

2. Reconnect to your greater vision

Many people join startups to be part of something bigger than themselves. It's not only
about the paycheck. They want to work together with an engaged team and tackle
significant problems.

Executing on a current business plan that is working is satisfying. Developing something

new in light of unique market conditions is a once-in-a-lifetime possibility. Remind your team
of that opportunity and what the stakes are.

Guide your team to explore new markets. Ideas for new pursuits may come out of analyzing
your existing business or studying similar companies. One of the startups I coach decided
to look at related companies that they could buy. In the end, they chose not to make an
acquisition, but in the exploration, they learned some new ways to approach their own
business and got introduced to a senior executive they ended up hiring.

3. Help your team members use their unique skills

Urgency and energy come out of your executives' ability to seize unexpected opportunities
and throw their distinctive talents into them, so that both the work and the outcomes are
highly meaningful. Help your team see how their unique gifts and life experiences help them
distinguish themselves.
For example, the husband of one of my clients got a new job in the early days of the
pandemic. After witnessing his disastrous onboarding, she worked with her team to
engineer a superior way to bring new people on while the whole company was working
remotely.

She wanted to make sure newly hired employees weren't sitting isolated at home wondering
how they would get to work on their first day. Therefore, she ensured that current team
members and key leaders communicated with new employees and that IT walked them
through their office set up and technology needs.

The employee's schedule in the first week was crafted to create efficient information
sharing, strong relationships, and delight. Heather was also a gifted baker, so the week
ended with a home-made cupcake delivery. The employee could share something "sweet"
from the new company with family and friends.

The impact was, in the words of the new employees, magical. Heather felt re-inspired to
approach old processes with new energy.

No matter how your business is doing right now, intensity and drive on your team are
essential. Use these ideas to inspire your team to be their best.