The shape of ideation | Stefan Mumaw | TEDxLawrence

Summary

In this insightful talk, the speaker addresses the surprisingly low number of people who identify as creative, as revealed by a 2012 Adobe study. Through extensive research, the speaker discovers two key misconceptions about creativity: its association with artistry and the belief that it's an innate talent. The speaker argues that creativity is fundamentally problem-solving, requiring both relevance and novelty. They challenge the audience to rethink creativity as a skill that can be honed through practice, using a fun, interactive exercise to demonstrate how even a short amount of time can yield a wealth of creative ideas.

Takeaways

• 🤔 Only 39% of adults in a global study by Adobe in 2012 identified themselves as creative, raising the question of why the number is so low.
• 🎨 The first misconception about creativity is that it is solely linked to Artistry, leading many to believe they lack creativity if they cannot draw, paint, or write.
• 💡 Creativity is more accurately defined as problem-solving with relevance and novelty, rather than just a talent or innate ability.
• 👶 Children excel at novelty but struggle with relevance, while adults are the opposite, being good at solving problems but often lacking in novel solutions.
• 🚀 Creativity can be improved as a skill with practice, contrary to the common belief that it is a fixed talent.
• 🤝 A creative exercise involving generating ideas for prizes in old west-themed breakfast cereal boxes demonstrated how groups can brainstorm effectively.
• ⏰ The exercise showed that time is not the limiting factor in creativity; motivation and the willingness to engage in the process are more critical.
• 📈 The ideation process can be graphed, with quantity and quality of ideas on the vertical axis and time on the horizontal, illustrating a typical pattern of idea generation.
• 🔄 The creative process involves moving from expected ideas to more novel ones, often sparked by an 'absurd' idea that opens the door to greater innovation.
• 🌟 Embracing 'stupid' ideas is part of the creative process, as they can lead to breakthroughs and should not be dismissed in professional settings.

Q & A

What percentage of adults in the 2012 Adobe study identified themselves as creative?

In the 2012 Adobe study, only 39% of the 5,000 adults surveyed identified themselves as creative.

What is the first misconception about creativity mentioned in the script?

The first misconception about creativity mentioned is that it is attached to Artistry, leading people to believe they are not creative if they cannot draw, paint, or write.

What does the speaker propose as the core definition of creativity?

The speaker proposes that at its core, creativity is problem solving.

What are the two characteristics that the speaker adds to the definition of creativity?

The two characteristics added to the definition of creativity are relevance and novelty.

Why does the speaker believe that creativity is not just a talent but also a skill?

The speaker believes that creativity is not just a talent but also a skill because if creativity is problem solving, it implies that it can be improved with practice, like any other skill.

What is the main goal of the creative exercise involving breakfast cereal and the Wild West?

The main goal of the creative exercise is to demonstrate that creativity is a process of generating ideas with relevance and novelty, and to show that everyone can engage in the creative process.

How long were the participants given to come up with ideas for the creative exercise?

The participants were given three minutes to come up with ideas for the creative exercise.

What does the speaker suggest is the usual excuse for not generating more ideas?

The speaker suggests that the usual excuse for not generating more ideas is a lack of time.

What does the speaker identify as the shape of the ideation process?

The speaker identifies the shape of the ideation process as a graph with a vertical axis representing the quantity or quality of ideas and a horizontal axis representing time.

Why does the speaker emphasize the importance of 'stupid' or absurd ideas in the creative process?

The speaker emphasizes the importance of 'stupid' or absurd ideas because they often spark more creativity and can lead to more novel and innovative solutions.

How does the speaker suggest we can improve our creativity?

The speaker suggests that we can improve our creativity by practicing problem-solving with relevance and novelty, and by understanding and utilizing the creative process.