Ideation: The Art of Problem Framing - K. Hammer, M. Lovell, P. Brackin

© 2016 Kiln Ideas Ltd. All rights reserved.
IDEATION
The Art of Problem Framing
A session led by

A chance to
THINK WITH
YOUR HANDS

Ideation and the Fine Art of Problem Framing
This interactive breakout session provides participants with a ﬁrst-
hand experience using IdeaKeg, a pioneering ideation tool created
for industry and now being adopted by universities.
IdeaKeg promotes whole-brain thinking and fuels divergent
thought. It brings the Osborn-Parnes-Basadur Creative Problem
Solving Process to life and activates an Entrepreneurial Mindset in
students.
Supported by IdeaKeg co-inventor Kate Hammer PhD,
Rose-Hulman Institute of Technology faculty will demonstrate how
they're bringing IdeaKeg into classroom and campus interactions to
promote KEEN's 3Cs: curiosity, fresh connections and creativity.

The
Creative
Problem &
Solving
Process

CPS Process +
•  Invented for Industry
•  Relevant for teaching
•  Uses tangible stimulus
•  Multi-sensory
•  Framework for
conversation that’s easy
to learn & fun to do
•  Everyone will speak, one
at a time
•  “Yes, AND…” divergent
mode
•  Please defer analysis &
judgment

3-D meaningful objects
trigger fresh connections

Think With Your Hands

IdeaKeg has been used:
… Inside Pixar HQ
… By the CEO of IDEO Design
… Within Notre Dame’s ground-breaking iVia Innovation Mentors
certiﬁcate program
… By Whirlpool Corporation, to shorten the “explore” phase by 50%
… By the world’s two leading household & personal care product
manufacturers
… To reinvigorate the new product conception function of a billion-
$ private medical company
… By Bupa, an international health services & insurance provider
to name but a few…

IdeaKeg also in use within
Florida Institute of Technology Dec 2015Rose-Hulman Institute of Technology June 2015
Rose-Hulman Institute of Technology Aug 2015

CPS, IdeaKeg and the 3Cs
•  Provokes curiosity using unexpected or
unfamiliar objects & trend insights
•  Elicits new connections between unrelated or
adjacent fields as fuel for better, more
creative thinking
•  Amplifies a team’s ability to create value by
strengthening the appetite to find new
problems & treat them as opportunities

From engineers in industry,
we’ve heard:
“The ‘Think with Your Hands’ session
was inspiring to say the least. The
experience took us out of our comfort
zone and forced the teams to look at
products and information with an
unconventional approach. I could see
this program catalyzing the idea
process and promoting creative
forward thinking conversations within
our organization. ”
— Ryan Biggs, Innovation Design
Engineer, Vans
(graduated Ball State U, 2011)
“The Think with Your Hands method
has the potential to awaken hidden
creativity in teams that need a new
approach. Give that method a try to
speed up your problem-solving
creativity within projects that are
stuck.”
-- Kay-Uwe Clemens, intrapreneur at
Bosch Appliances (postgraduate
diploma in Engineering from
Hochschule Magdeburg-Stendal in
Germany, 1997

© 2016 Kiln Ideas Ltd. All rights reserved. © 2015 The Creative Education Foundation
Entrepreneurial
thinking starts
with a wish…

Facilitated conversation process
•  Led by engineering
faculty trained in
IdeaKeg™
•  To stimulate your
thinking about the
Entrepreneurial
Mindset in your
own classrooms

IdeaKeg users develop
an ability to separate
divergent from convergent
thinking processes –
a key CPS capability

YES, AND
The process elicits builds and deferral of judgment. The
result is more ideas from more directions contributed
by more people participating actively.

“In what ways
might we…?”
They learn to frame up many questions, before
selecting which to use as the basis for ideation

The industrial basis for the
Creative Problem Solving Process

Development of CPS
by Basasdur & others

How might
we….?

One of the ﬁrms to systematically apply
the Creative Problem Solving Process
was Frito Lay, in the 1980s. It was a man
named Jim O’Neal who brought in CPS. It
was a huge success, and at the time of
his retirement, Jim had attained the role
of President and CEO of Frito-Lay
International.
Jim explains:
“Have a tough problem to solve? Ask the
people, HMW? Unsure about the
practicality of an innovative idea? Ask
HMW get this evaluated and/or
implemented?
We were always paranoid and mindful of
the old maxim that “If the rate of change
on the outside, exceeds that of the
inside, the end is in sight.” CPS gave us
the capacity to adapt and innovate,
continually.”
– JIM O’NEAL, former President and CEO
of Frito-Lay International

CPS is a framework that creates a culture of problem-ﬁnding,
problem-framing and problem-solving.
Not just a collection of tools & techniques.

Basadur’s 8-step

find
problems
worth
solving.

©2005DesignCouncil,UK
When the Discovery phase of the the Design Thinking Double
Diamond begins with a narrowly stated client need, it can often
omit problem finding & skirt over problem re-framing.
This limits its effectiveness at supporting teams to find problems
worth solving, and thereby, their entrepreneurial effectiveness.

Be assured:
•  A time-tested method underpins KILN’s approach to
igniting creativity in workplace teams
•  The method taps the imagination,
–  by making the familiar strange….
–  and the strange new fruits of creativity familiar and
acceptable
•  In a way that is proven, relevant to business

KILN’s contribution to CPS
•  Activates whole-brained
thinking
•  Brings trends as multi-sensory
stimulus
•  Looks beyond the consumer
•  Supports proactive thinking in
“fuzzy situations” with a
deﬁned process
•  Places greater emphasis on
QUESTIONS
•  Uses story in the
solution design process

Why IdeaKeg works
•  3-D objects, not wordy reports or photo-drenched trend decks
•  Stimulus for questions, because bolder questions inspire better
ideas
•  Embeds a clear process for exploring, framing questions and
generating ideas based on 50 years peer-reviewed research
•  Salon format conversation in rounds, so everyone is heard
•  Fun, and easy to learn, so supports co-creation
•  Repeatable, scalable process to unite different locations,
functions, divisions

Meet Dr Jody Culham, Professor of Neuroscience. For 15 years, Jody has studied how
the brain processes stimuli. She and her team ﬁnally cracked the problem: how to
get objects into the FMRI scanner so research subjects could handle them. Her
ﬁndings suggest that “thinking with your hands” really is more active.
Backed by credible science

COMBATS
FATIGUE:
“the IdeaKeg seems to promote fun and high energy interactions
that counterbalance fatigue effects”
PRODUCTIVE:
“IdeaKeg always produced far more ideas than conventional
brainstorming, sometimes more than double.”
IMPROVES
PERFORMANCE:
“Even when the control group had higher performance at baseline,
the IdeaKeg always enabled users to match or beat the control
group’s score on the second challenge (where IdeaKeg was used).”
NOVELTY:
“14 of 18 solutions ranked most novel by at least one of the three
judges came from the IdeaKeg users”
“In a recent study comparing the IdeaKeg to conventional
brainstorming, IdeaKeg users produced ideas that were rated
more valuable, useful/practical, elegant, and overall better
than the ideas from a group of brainstormers working on the
same problem.”
Dr. Orin Davis,
Principal Investigator,
Quality of Life Laboratory
Independent effectiveness study
(Nov 2013)
Use IdeaKeg for
better, more novel ideas

Conceived and curated by an
engineer trained in aerospace

…plus colleagues of CPS founders
Gregg Fraley, former Creative Education
Foundation Board Director, CPSI master
teacher, and author of Jack’s Notebook
featured on MBA syllabuses from
Berkeley to Vietnam – seen here
interviewing Sid Parnes, CPS co-founder
Kate Hammer PhD, Professor of Practice
in Entrepreneurship, Fellow of the RSA &
Senior Fellow of the Centre for Research
in Applied Creativity founded by Min
Basadur – seen here with Min

Endorsements & Award Finalists

7 ways people use IdeaKeg™
in the workplace
1.  As a regular part of a Front-End-of-Innovation program
2.  To help teams learn the Creative Problem Solving Process
3.  To build internal capabilities for innovation & problem solving
4.  To “work across the aisles” more effectively, bust silos
5.  To boost commitment to or output from a creative or
innovation process
6.  In a crisis, to counteract anxiety and pressure
7.  As “bait” for better, different conversations – amongst senior
leaders or stakeholders

•  “Open source”
•  50+ year peer-reviewed
literature base makes the
process accessible
•  Experiential training available
for students at the Creative
Problem Solving Institute (CPSI)
annual conference held in
Buffalo, NY each June
•  Online training from Min
Basadur, Professor Emeritus of
McMaster University in Canada,
available soon
•  KILN also provides CPS training

IdeaKeg is available
•  As a subscription, direct to your
door.
•  As a facilitated process in 1- and
2-day workshops.
•  As a one-off edition, for a
trained creative facilitator
to use with you.
•  3-, 4- and 5-Day courses in
“Human Processes in Deliberate
Creativity” provide the
psychological & pedagogical
basis for multi-sensory
approaches to effective group
creativity.
www.kilnco.com
ignite@kilnco.com

Ideation: The Art of Problem Framing - K. Hammer, M. Lovell, P. Brackin

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Ideation: The Art of Problem Framing - K. Hammer, M. Lovell, P. Brackin