19/04/2022

Creativity
Definitions :
• Wikipedia :
Creativity is a phenomenon whereby something new and valuable is formed. The created item may be intangible
(such as an idea, a scientific theory, a musical composition, or a joke) or a physical object (such as an invention, a
printed literary work, or a painting).
• Cambridge dictionary :
the ability to produce original and unusual ideas, or to make something new or imaginative

!! Creativity is not Innovation

What is creativity ?
3 axes of consideration :
Studies of "creative geniuses" or realization of tests (by psychologists) :
• By exploring the brains of Albert Einstein and some of the great contemporary creators who took part in the
game, it appears that creative genius could be located in the frontal cortex (which favors the multiplication of
ideas through divergent thinking). Unless the creative genius is located in the inferior parietal cortex (which
allows to change the angle of attack in front of a problem).
• Other experts favour a hyperconnection of the corpus callosum, which links the two hemispheres.For others,
the creative brain would be in the right hemisphere, seat of the eureka.
• Another way of research has been developed in psychology:
• Alfred BINET (early 20th century), creator of the first tests, had understood that there was a form of thought
turned towards the creative imagination and different from rational intelligence.
• In the 1950s, the work of Paul GUILFORD showed that there exists, alongside the general intelligence
measured by the IQ, another form of mind that he called "divergent thinking". It is the capacity to find a
large number of answers to a question such as: "find different uses for a brick (construction, projectile, paper
press...).
• Thinking is called "divergent" because it leads to a variety of answers, as opposed to "convergent" thinking
which aims at the best answer to a problem.
• P. Guilford will refine the concept of "divergent thinking" by dividing it into subcategories:
• Fluidity: the number of ideas
• Flexibility: the ability to change one's point of view and to see things from a new angle
• Test of divergent thinking :
• The test consists of asking the person taking the test to count all the possible uses of a paper clip. It
turns out that the younger the individuals who take this test are, the more uses they find for the
object they are given. Between the ages of 3 and 5, the subjects find up to 200 different uses;
between the ages of 6 and 12, they find about 30, and after the age of 13, the subjects struggle to
reach 20.
Observation of artists or scientists at work :
• What happened in Rimbaud's head or in Mozart's head during the writing of some major works?
• It is at the end of the 80's that a new field of study of the creative process is constituted: genetic criticism,
philosophy of sciences, artificial intelligence...
• Studies of manuscripts, drafts, notebooks of writers / scientists to reconstruct the mental process of the
author.
• Authors:
Tormented who controls his writing to the extreme (Flaubert)
Spontaneous writing (ideas flow from the pen... (Proust)
• Scientists:
Roles of diagrams and sketches in the creative act

Creativity _ ECL 2022-05 _ Olivier CONSTANT 1/6

Short video :
https://www.youtube.com/watch?v=zNHDTvqbUm4
To sum up :
• Creativity is for everyone
We are born with creative license
• Left / Right brain
Interaction / crosstalk
• 3 networks for Creativity :
• Executive attention network → Mindful
• Default imagination network → Imaginative
• Salience network → Motivated
• Tolerating the risk
Intelligence + imagination

Cognitive bias / creative blocks

• Anchoring bias: using a single piece of information or the first impression received as a reference
• Confirmation bias: taking into consideration only what one already believes
• Conformity bias: tendency to think and act like the majority

Promotion of creativity methods : rather than understanding how new ideas are born, try to make them spring forth.
Creative process :
1) Preparation
We understand that we are facing a problem
We think about a solution
We can't solve the problem
2) Incubation
We stop thinking about the problem
No conscious work (we will come back to this)
3) Illumination
The idea comes out of nowhere
4) Elaboration
Transforms the idea into a solution
Some creative concepts

1. Crushing according to Gordon

It is about going beyond a conformist world and bringing out a new world: improving an existing method or product;
finding a new method or product for the same function; finding substitute methods or products.
The process is simple:
- Clearly perceive the objective;
- Give a precise description of the object (characteristics, functions, context);
- Screen each of these aspects with the grid;
- Classify the new ideas generated;
- Choose those that deserve to be tested.
Each operation can be carried out individually (with pooling afterwards) or in groups, which is more reassuring. The
grid should be a guide, not a constraint. It can be used flexibly and adapted to one's needs.

CRUSHER SCREEN
INCREASE REDUCE MODIFY COMBINE
Weight The content The form With the same object
Volume The container Destination With a neighboring object
Number of colors The length Appearance With an opposite object
Number of uses The width The characteristics With a raw material
Surface area The height Materials With a modern machine
Price Number of pieces Energy source
Beauty The space requirement Stability
Convenience Visibility Places of use
Number of accessories Users
Lightness The use
Time
Frequency of resistance
Speed

INVERSER SUBSTITUTE ASSOCIATE DISCOVER

The use / The user Other materials To a piece of furniture Split what we see into
Container / Content Other locations To a tool different simpler parts
Flat / Round Other uses To a machine Split what we hear into
Own / Rent Other methods To a fruit different simpler parts
Heavy / Light Other manufacturing To a vegetable To split what we feel into
Destructible / methods To an animal different simpler parts
Indestructible Other look To an honorary position Split what you touch into
Front / Back Other order To a city different simpler parts
Top / Bottom Other effect To a plant Split what you taste into
Logical order / The effect to the cause To the weather different simpler parts
Psychological order Other models
Realize the anti-object

2. Brainstorming according to Alex Osborn

It is a method of collective research of new ideas. Its field of use is limited to the search for simple ideas. It is important
to distinguish between two phases: the search for ideas, which appeals to the unconscious, and the processing of ideas,
which appeals to the mind.
How it works:
- Clarify the objective to be reached;
- Unpacking while respecting the four basic rules:
- All criticism, all value judgments must be eliminated: never censor yourself, say everything that comes to mind
without eliminating crazy ideas, express your spontaneity without being afraid of being criticized, know that each idea
can spark off a spark, never pass value judgments on others, all ideas are worthy of interest, consider each idea with
the same sympathy, let each person feel free to examine what comes to mind;
- The imagination must be allowed to function without constraint: remove all inner selection, express one's dreams
and wanderings aloud;
- Unpack as many ideas as possible (this can be done using post-it notes, individually and then collectively): produce a
large quantity of spontaneous ideas, let oneself be carried away by one's thoughts or those of others, do not worry
about form or content;
- Combining and improving ideas: there is no ownership of ideas, knowing how to listen to others to work on their
input, knowing how to accept that others transform your initial idea.
- Processing the results:
- Seriously study every idea put forth;
- Select the richest or most innovative ones;
- Decide which ones will be retained permanently;
- Treat them with more rational methods.

3. The discovery matrices

A matrix is a double entry table allowing to put in relation two lists of various elements which generally come from
different fields and are not logically called to meet. From these meetings, associations will emerge, giving rise to new
ideas, unusual techniques, or unusual fields.
Stages of construction :
- Have a concrete objective to reach;
- Choose the lists to be combined: square or variable matrix, arbitrary lists or starting from a guiding idea.
- Combinatorial analysis: systematic exploitation of the associations, i.e. filling in the boxes of the table, then analysis
of each box;
- Choice and selection of ideas to work on;
- Mentality: to be effective, users must be convinced that this technique can be used by everyone, and one must be
sufficiently open to change to be able to decide on the most effective innovations.
Possible associations (examples):
- The strengths of a company / the needs of the customers
- Existing services / dissatisfactions
- Properties / needs
- Existing techniques / concerns
- Future motivations / probable evolutions
- Supplier / buyers
- Needs / means
- Revenues / products
Advantages of matrices :
- They facilitate the analysis of complex situations;
- They provide a complete view at a glance;
- They help to put knowledge in order;
- They form a grid for reflection;
- They suggest a host of questions;
- By the empty boxes, they make discover the problems to be dug;
- They serve as an intellectual stimulus;
- They force to penetrate a problem and to approach it from unusual angles.

4. Analogy
Developed by Gordon, the principle of analogy is to make the unusual familiar. It is the principle of knowledge. When
we discover something unknown, we connect it to known ideas by analogy. It is also the process of poetic creation
where, by metaphor, the artist signifies the depth of his sensitivity.
It is a technique which allows us to bring back to the problem which concerns us all the direct or indirect relations, to
discover the resemblances hidden under the appearances and to operate the transitions which clarify. The richest
analogical relations are of biological origin: electronic eye, beaver architecture, dolphin radar.
There are several possible methods of analogy: direct analogy ("it reminds me of") and indirect analogy ("it makes me
think of"). In the first case, one calls upon one's powers of observation, one draws upon one's culture, one's acquired
knowledge, one's experience, one's way of being. In the second case, we let our mind wander with less security. One
can start from the direct analogy and extend by ricochet on the indirect analogy by letting one's imagination wander.
Method:
- Irrational research phase: having integrated the objective, let your imagination wander ;
- Phase of rational criticism: eliminate the associations of ideas that take us away from the objective, select the inspiring
analogies, group the analogies by categories, identify the main lines concerning the new object, alternate intellectual
work and pooling.
- Exploitation phase: study each of the characteristics of the analogy (new analogies may appear: integrate them),
classify the solutions retained, identify the operating methods of application.

5. Inducing words
To excite the imagination, it is a matter of putting together objects, techniques, ideas, products, facts, concepts, which
belong to different universes to bring out new objects, new ideas or research leads.
The process:
It is a question of having in mind the problem to be solved and on the other hand a series of words or objects chosen
at random or selected for their symbolic wealth. The problem is then related to each of the inducing words or objects.
Through these unusual relationships, new solutions to the problem will emerge. Then choose the most innovative
solution.

LIST OF INDUCTIVE WORDS ACCORDING TO KENT-ROSANOFF

1. Table 26. Wish 51. Stem 76. Amer

2. Dark 27. River 52. Lamp 77. Hammer
3. Music 28. White 53. dream 78. Thirsty
4. Sick 29. Beautiful 54. Yellow 79. City
5. Man 30. Window 55. Bread 80. Square
6. Deep 31. Rough 56. Fair 81. Butter
7. Gentle 32. Citizen 57. Boy 82. Doctor
8. Food 33. Foot 58. Light 83. Noisy
9. Mountain 34. Spider 59. Health 84. Value
10. House 35. Needle 60. Bible 85. Lion
11. Black 36. Red 61. Memory 86. Joy
12. Sheep 37. Sleep 62. Sheep 87. Bed
13. Comfort 38. Anger 63. Bath 88. Heavy
14. Hand 39. Carpet 64. Cottage 89. Tobacco
15. Court 40. Girl 65. Fast 90. Baby
16. Fruit 41. Water 66. Blue 91. Moon
17. Butterfly 42. Laborious 67. Hungry 92. Scissors
18. Smooth 43. Safe 68. Priest 93. Quiet
19. Command 44. Land 69. Ocean 94. Green
20. Flesh 45. Trouble 70. Head 95. Salt
21. Tender 46. Soldier 71. Stove 96. Street
22. Whistle 47. Cabbage 72. Long 97. King
23. Woman 48. Hard 73. Religion 98. Cheese
24. Cold 49. Eagle 74. Whiskey 99. Button
25. Slow 50. Stomach 75. Child 100. Scared

For proper functioning, follow Osborn's four rules for brainstorming:

- No criticism or self-criticism;
- The wildest imagination is unleashed;
- Play with your ideas and those of others to transform them;
- Look for the maximum number of ideas.

6. Overlays
The discovery is the fruit of a "bissociation", i.e. the act by which two objects, two different techniques are brought
together. Their combination allows to give birth to an object, a function, a new technique.
Discovery is not a linear process. It needs three elements:
- Abundance: many ideas of all kinds;
- Disorder: ideas turn around as they please in the mind;
- Chance: an original combination emerges.
Thus, by deliberately exposing oneself to a multitude of diverse, varied and numerous, incongruous stimuli, new
ideas may appear.
Process:
- Enumeration: either by brainstorming, or by randomly enumerating a series of unrelated objects, a list of words is
established (preferably by throwing about ten objects) ;
- Matching: once the list is established, successively bring each of these objects closer to the object to be improved,
and see what characteristics it would be interesting to borrow from them;
- Organization: all these disparate elements, all these new ideas retained, will be organized in a coherent way in a
synthesis table allowing to have an overall vision of the possible solution.

7. Fault analysis
Faced with social life and its problems, education develops: value judgments, resignation, idealism.
An awareness of what is defective can lead to two types of solutions:
- To improve: one starts from the existing object to improve it;
- Innovate: one keeps only the functions to be fulfilled from the object, and one finds an object of different nature to
satisfy them.

8. TRIZ / ASIT
https://www.triz.co.uk/
http://www.triz40.com/aff_TRIZ_to_ASIT.php