How much of a fluent creative thinker are you? What is standing in your way to becoming a more fluent creative thinker? How can you boost your creative fluency? Let’s seek answers to these questions in today’s column as well as the next.
Setting the scene:
At Thinkergy, we draw upon four psychological parameters (that E. Paul Torrence and other cognitive psychologists formulated to measure individual creativeness) to objectively assess the quality of the work and the outputs in an Ideation session: the qualitative criteria of flexibility, originality and elaboration of ideas, and the quantitative criterion of fluency of creative thinking. While all four parameters affect the performance of individuals and groups during Ideation, the latter is the most important one. In order to explain these four parameters, let’s do a little creative exercise as follows:
As I type these lines, I’m looking at an empty plastic water bottle. Let’s frame a simple creative challenge: “How to make good use of an empty plastic bottle?” Now, get a piece of paper and a pen and take two minutes to come up with ideas for this creative challenge.
Here are the ones I came up with in 120 seconds:
1. Recycle it. 2. Use to water flowers. 3. Use it to water the lawn. 4. Use to store tab water for a water shortage. 5. Refill it with water. 6. Refill it with lemonade. 7. Refill it with iced tea. 8. Refill it with wine. 9. Refill it with beer. 10. Use it to throw at someone who annoys you. 11. Use it to hit someone who attacks you. 12. Fill it with sand. 13. Fill it with stones. 14. Use as a dumbbell, filled with water, sand or stones). 15. Use it as a piggy bank to store coins. 16. Use it to capture rain water. 17. Use as a flower pot. 18. Use to fill a bath tab. 19. Use to flush the toilet. 20. Use it to splash water at other people celebrating Songkran (the Thai water festival). 21. Use it to cleanse Buddha statues in a temple at Songkran.
How flexible is your creative thinking?
Flexibility is the first parameter we use to check on the quality of idea outputs. It is based on the variety of different categories of suggested ideas. For example, the ideas 4-9 all belong to the same category (refilling with a liquid). Overall, the more categories you have, the more flexible a creative thinker you are. Depending on how strictly you categorize, we can distinguish 10-15 different categories in the example above. How flexible a creative thinker are you?
How original are your ideas?
The second parameter used to assess the quality of our idea generation efforts is originality. Here we measure the relative degree of “uncommonness” of raw ideas (how rare is an idea compared with all responses in the overall population). For example, if you have three groups brainstorming and an idea pops up in each group, it is not original.
While we have no comparison here, I guess “throw it at someone annoying you” or “use it as a dumbbell” are more original than, say, “recycle it”. Probably about five of the ideas above are more uncommon and thus more original.
How elaborated are your ideas?
The third and arguably most important assessment criteria of idea quality is elaboration. Here, we look at how developed or embellished an idea is — meaning how many words it has. For example, in the example above, ideas #14 and #20 are much more elaborated than idea #1. Here note as a rule of thumb that the more elaborated an idea is, the more interesting it becomes.
How fluent a creative thinker are you?
Fluency is the sole measure used to assess the quantitative performance of an ideation effort. Thereby, we simply count the number of ideas in absolute and (if the numbers of members differs between teams in an innovation project) relative terms. The more ideas you can come up with in a given time, the more of a fluent creative thinker you are. How many ideas did you create in two minutes on how to use of an empty water bottle? Did you beat my 21?
If you’re like most people, you probably have created about 10-12 ideas in the given time interval, which is a sound performance. In all likelihood, you could have easily had a higher score, but you secretly judged some ideas you thought instead of letting those ideas simply flow onto the paper. Am I right?
What stops you from being a more fluent creative thinker?
Why do so many people struggle to come up with a high number of ideas during an Ideation effort? What prevents fluency of creative thinking? It all comes back to judgment.
Most people don’t produce a lot of ideas because they secretly judge an unusual or even wild idea as soon as they think it. Their inner critic (or “inner voice of judgment”) instantly reacts to an unusual or even wild idea with silent comments such as, “This is impractical”, “This is crazy”, “People will laugh at you”, and so on. This violates the ground rules 1 to 3 of Ideation formulated by Alex Osborn, the inventor of Brainstorming: #1. No killing of ideas. Defer judgment. #2. Go for quantity, because quantity breeds quality. #3. The wilder the better. Shoot for wild, crazy, silly, zany, off-the-walls ideas.
Interim lesson: Judgment slows you down during Ideation, leading you to produce only a few ordinary ideas instead of a large pool of normal, interesting and wild ideas. What can we do to silence the inner critic who impairs creative fluency? What cognitive strategies and creative exercises can help us transform ourselves into more fluent creative thinkers?
Come back in two weeks from today, when we will discuss these questions with the help of another creative thinking exercise. And contact us if you want to learn more about how using creativity tools and a systematic innovation process such as Thinkergy’s X-IDEA method may help you to become a more fluent creative thinker.
© Dr. Detlef Reis 2016. This article was published in parallel in the Bangkok Post under the same title on 18 August 2016.