CREATIVITY

A left-brain manual for event managers

Jeroen Mourik – www.jmef.com

www.creativefellowship.org
Understanding the creative brain
 Left & Right Brain Hemisphere
 Reanimation of the Brain
 Brain Cycles
 Our Operating System
 Handicaps
Brain Hemispheres
Left Brain - Right Brain

Analytical Visionary
Linear Spatial
Logical Analogical
Rational Free Association
Sequential Simultaneous
Vertical Lateral
Convergent Divergent
Deductive Inductive
Black/ White Grey
Trying Reflex
Execution Visualization
Understanding the creative brain
 Left & Right Brain Hemisphere
 Reanimation of the Brain
Understanding the creative brain
 Left & Right Brain Hemisphere
 Reanimation of the Brain
 Brain Cycles
Understanding the creative brain
 Left & Right Brain Hemisphere
 Reanimation of the Brain
 Brain Cycles
 Our Operating System
Understanding the creative brain
 Left & Right Brain Hemisphere
 Reanimation of the Brain
 Brain Cycles
 Our Operating System
 Handicaps
Handicap one
The order in which we receive information determines the
arrangement of information in our memory and the way
sequences are established in our operating system. In other
words, if you receive the same information in a different order,
you end up with a different arrangement.

Because the order in which information arrives is rarely optimal, to get

optimal results, restructuring of the pattern (operating system) is
necessary. In other words, after building something over time there
comes a moment when one cannot go forward unless you destroy and
rebuild at least part of the system for a better result.
the way the mind works - memory

+ =
the way the mind works - memory

+ =
the way the mind works - memory

+ =
the way the mind works - memory

+ =

?
the way the mind works - memory

+ =
 the way the mind works - memory

There comes a time when one cannot proceed

further without restructuring the pattern. Without
breaking up the old pattern and arranging old
information in a new way.

+ = ?
Handicap two
 We think reproductively
Handicap two
 We think reproductively
 Assumptions
Assumptions

It is historical continuity that maintains

most assumptions,
not a repeated assessment of
their validity.
¿Why?
¿Why? ¿why? ¿why? ¿why? ¿why?
Handicap Three
 Memory
SCAMPER
S = Substitute?
C = Combine?
A = Adapt?
M = Magnify? Modify?
P = Put to other uses?
E = Eliminate?
R = Rearrange? Reverse?
What we have done so far…
We looked at:
 deliberate generation of alternatives
 challenging assumptions

Looking over what is there and working it over.

innovation = building something new

Innovation
 Making novel combinations
 Connecting the unconnected
 Looking in other worlds or use
metaphors.
 Finding what you are not looking for
Da Vinci’s Technique for finding combinations

Venue Product Equipment

Theatre Performance Stage

Cinema Film Screen
Library Literature Books
Schools Education Black-board
Shops Merchandise Shelves
Streets Street Arts Performing Area
Park Picnic Benches
Museum Exhibition Frames
Stadium Competition Play-field
THANK YOU!
A left-brain manual for event managers

Jeroen Mourik – www.jmef.com

www.creativefellowship.org