An understanding of creativity, how it works, how we work, and getting the most out of brainstorming

2. Hello, this is me
and what I do (-;

3. This is where I work,
it’s Redweb’s
innovation studio,
lab, & greenhouse

6. Let’s start with a
definition of
Creativity.

7. And a definition of
innovation too.
...it’s about making
ideas become real

9. One converges,
one diverges. It’s
important to keep
the first phase
diverging for as
long as possible

10. If we don’t get
wide enough, we
restrict our
innovation options.
But it needn’t be a
struggle...

11. Let’s have a look at 5
Creative Behaviours
(Gardner). Some
people describe these
as windows as they’re
also ways in which we
view the world

12. Some people thrive in
research,
comp analysis
collating data, testing
or finding trends

13. Some like structure,
sorting, filtering and
auditing, seeing
what they have and
rearranging

14. Or is your idea of fun
doing something
totally free form,with
no rules whatsoever?

15. Do you look for
meaning, significance &
purpose in your actions?
(Great for interface &
brand designers)

16. Some have skills in
reconstructing, being
detached and asking
difficult & challenging
questions.

17. These can help us
understand how
people operate
creatively. Where do
you naturally fall? Do
you recognise where
colleagues may fall?

18. It can also be seen
as a process
How do you move a
creative project
around this
diagram?

19. I start at different
points depending on
the nature of the
project. I often talk to
a ‘Maverick’ early on,
for a good sense of
perspective

20. Improvising is the
area that is often
overlooked, under
valued and rushed
through. Remember,
we don’t want to
converge too soon

21. Let’s look at 2 points
that are vital for
getting the most out
of improvisation

23. We recognise things by
association with past
experiences - we don’t
need to think about
getting dressed, we
recognise clothes
shaped items and we
instantly know what to
do with them
(thankfully)

24. It’s so natural & so
important day to day,
we just go with the
flow. But it’s difficult to
break when we want
to be creative. We
get stuck in a
particular river of
thought because of
our past experiences

25. We need to jump into
different rivers. From
there we can make
connections back to
the original scenario
Ideas come when you
take a break, go
outside, take a shower
etc, because you’re
letting you’re mind flow
down different rivers

26. As individuals, we
have unique
experiences. These
provide unique rivers
and unique
connection potential.
the creative point is
where you meet the
world

27. Expand your potential
by making more rivers.
Try new things,
different things, push
your comfort zone &
don’t be a slave to
habit.
Take a different route
to work, walk to work,
read a book you
wouldn’t normally
pick up, see a film you
don’t think you’ll like,
take up a new hobby,
go on holiday
somewhere new.
You can only do more
interesting work by
being a more
interesting person!

29. Freshness & jumping
rivers is down to
breaking habits. try
stand up meetings,
meetings with no
table, meetings in the
pub, in the coffee
shop, at the beach (it
is good being in
Bournemouth!)

30. There books full of
brainstorming tools &
techniques. They’re
keys to open doors,
tools to help break
habits and help
make unexpected
connections

33. Ideas are very fragile
in their early stages.
We need to nurture &
encourage them.
We need to let ideas
grow before we can
see what they could
grow into

34. Everyday business is
harsh, decisions are
made quickly based
on value judgements.
Brainstorming is
different, ideas need
protection. If we judge
too quickly, great
ideas can be lost for
ever

35. Fear holds us back
from voicing our ideas.
We don’t want to look
silly in front of our
peers. We’re afraid
our idea is wrong, or
not good enough, or
not fully formed, or too
similar to something
else.
At this stage there are
no wrong answers

36. We need to build
courage through
permission to speak up
& acceptance of any
point of view.
If we don’t hold back
our judgement and
banish fear, people
may never speak up

37. Try changing “no
but...” into “yes and...”
We need to build a
constructive culture,
we must accept &
build in creative
conversations

38. We need clear signalling to know
where we are and what’s expected of
us.
Am I about to have a business
conversation or am I talking about a
tender shoot of an idea I need
feedback on?
It’s easier in a brainstorm but outside,
how that conversation starts is vital:
“What do you think about...” or “I know
this is a bit weird, but stay with me for a
few seconds, what do you think
about...”

39. Once you have
momentum, enjoy it,
stay in the flow and
have fun. Don’t start
looking for meaning or
judging too early.
Listen to everything,
don’t get hung up on
those ideas that seem
better, park them and
keep moving

45. Engage people before hand by
asking them to bring along
research, examples, print outs,
experiences, etc. They’ll be more
engaged, contribute more value
and hit the ground running.

46. Aim for a good mix of creative
behaviours and a good mix from all
departments or disciplines.
All need to be willing to help, have
fun, be positive, and be creative

47. Just like physical exercise you’ll need to
warm up, & get yourself in gear. Try a
few mental & team building games to
get energised. Monday mornings and
sessions straight after lunch might need
more work to get going

48. Split long sessions into smaller tasks.
Creativity can be exhausting, 1 hour
is better as 3 x 20 mins. It’s easier to
keep things fresh, energised, more
fun & less stressful. Short sessions are
also easier to fit in more often!

49. Looking at the question from
different angles can lead to new
questions, unseen problems & more
creative solutions. There are a lot of
brainstorming techniques that work
on this premise.

50. Remember greenhousing? “no
but...” becomes “yes and...”
Permission & acceptance
encourages building ideas vertically
rather than just jumping horizontally
from one idea to another

51. Use them within a creative
framework to get a different angle,
jump into new rivers and make
connections

52. Break behaviours, habits and
mental barriers. Keep changing
things.
Environment is key to changing
behaviour and being creative

53. Withhold judgement & stay in the
moment. Make notes of everything.
Park ideas so you can keep moving
Don’t close down too soon, this
comes after the creative phase.

54. The more you practice this the better &
easier it will be.
Thomas Edison held 1,093 patents, He
set himself a weekly quota. Try having 3
new ideas a day, after 2 weeks you
wont be able to stop yourself