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IntroductiontoCreativeThinking

.:VirtualSalt
IntroductiontoCreativeThinking
RobertHarris
VersionDate:April2,2012
July1,1998

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Muchofthethinkingdoneinformaleducationemphasizestheskillsofanalysisteachingstudentshowto
understandclaims,followorcreatealogicalargument,figureouttheanswer,eliminatetheincorrectpathsand
focusonthecorrectone.However,thereisanotherkindofthinking,onethatfocusesonexploringideas,
generatingpossibilities,lookingformanyrightanswersratherthanjustone.Bothofthesekindsofthinkingare
vitaltoasuccessfulworkinglife,yetthelatteronetendstobeignoreduntilaftercollege.Wemightdifferentiate
thesetwokindsofthinkinglikethis:

CriticalThinking

CreativeThinking

analytic

generative

convergent

divergent

vertical

lateral

probability

possibility

judgment

suspendedjudgment

focused

diffuse

objective

subjective

answer

ananswer

leftbrain

rightbrain

verbal

visual

linear

associative

reasoning

richness,novelty

yesbut

yesand

Inanactivitylikeproblemsolving,bothkindsofthinkingareimportanttous.First,wemustanalyzethe
problemthenwemustgeneratepossiblesolutionsnextwemustchooseandimplementthebestsolutionand
finally,wemustevaluatetheeffectivenessofthesolution.Asyoucansee,thisprocessrevealsanalternation
betweenthetwokindsofthinking,criticalandcreative.Inpractice,bothkindsofthinkingoperatetogether
muchofthetimeandarenotreallyindependentofeachother.
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WhatisCreativity?
AnAbility.Asimpledefinitionisthatcreativityistheabilitytoimagineorinventsomethingnew.Aswewill
seebelow,creativityisnottheabilitytocreateoutofnothing(onlyGodcandothat),buttheabilitytogenerate
newideasbycombining,changing,orreapplyingexistingideas.Somecreativeideasareastonishingand
brilliant,whileothersarejustsimple,good,practicalideasthatnooneseemstohavethoughtofyet.
Believeitornot,everyonehassubstantialcreativeability.Justlookathowcreativechildrenare.Inadults,
creativityhastoooftenbeensuppressedthrougheducation,butitisstillthereandcanbereawakened.Oftenall
that'sneededtobecreativeistomakeacommitmenttocreativityandtotakethetimeforit.
AnAttitude.Creativityisalsoanattitude:theabilitytoacceptchangeandnewness,awillingnesstoplaywith
ideasandpossibilities,aflexibilityofoutlook,thehabitofenjoyingthegood,whilelookingforwaysto
improveit.Wearesocializedintoacceptingonlyasmallnumberofpermittedornormalthings,likechocolate
coveredstrawberries,forexample.Thecreativepersonrealizesthatthereareotherpossibilities,likepeanut
butterandbananasandwiches,orchocolatecoveredprunes.
AProcess.Creativepeopleworkhardandcontinuallytoimproveideasandsolutions,bymakinggradual
alterationsandrefinementstotheirworks.Contrarytothemythologysurroundingcreativity,very,veryfew
worksofcreativeexcellenceareproducedwithasinglestrokeofbrillianceorinafrenzyofrapidactivity.
Muchclosertotherealtrutharethestoriesofcompanieswhohadtotaketheinventionawayfromtheinventor
inordertomarketitbecausetheinventorwouldhavekeptontweakingitandfiddlingwithit,alwaystryingto
makeitalittlebetter.
Thecreativepersonknowsthatthereisalwaysroomforimprovement.

CreativeMethods
Severalmethodshavebeenidentifiedforproducingcreativeresults.Herearethefiveclassicones:
Evolution.Thisisthemethodofincrementalimprovement.Newideasstemfromotherideas,newsolutions
frompreviousones,thenewonesslightlyimprovedovertheoldones.Manyoftheverysophisticatedthingswe
enjoytodaydevelopedthroughalongperiodofconstantincrementation.Makingsomethingalittlebetterhere,
alittlebettertheregraduallymakesitsomethingalotbetterevenentirelydifferentfromtheoriginal.
Forexample,lookatthehistoryoftheautomobileoranyproductoftechnologicalprogress.Witheachnew
model,improvementsaremade.Eachnewmodelbuildsuponthecollectivecreativityofpreviousmodels,so
thatovertime,improvementsineconomy,comfort,anddurabilitytakeplace.Herethecreativityliesinthe
refinement,thestepbystepimprovement,ratherthaninsomethingcompletelynew.Anotherexamplewouldbe
theimprovementofthecommonwoodscrewbywhatarenowcommonlycalleddrywallscrews.Theyhave
sharperthreadswhichareangledmoresteeplyforfasterpenetrationandbetterholding.Thepointsareself
tapping.Theshanksarenowthreadedallthewayuponlengthsuptotwoinches.Thescrewsaresomuchbetter
thattheycanoftenbedriveninwithoutpilotholes,usingapowerdrill.
Theevolutionarymethodofcreativityalsoremindsusofthatcriticalprinciple:Everyproblemthathasbeen
solvedcanbesolvedagaininabetterway.Creativethinkersdonotsubscribetotheideathatonceaproblem
hasbeensolved,itcanbeforgotten,ortothenotionthat"ifitain'tbroke,don'tfixit."Acreativethinker's
philosophyisthat"thereisnosuchthingasaninsignificantimprovement."
Synthesis.Withthismethod,twoormoreexistingideasarecombinedintoathird,newidea.Combiningthe
ideasofamagazineandanaudiotapegivestheideaofamagazineyoucanlistento,oneusefulforblindpeople
orfreewaycommuters.
Forexample,someonenoticedthatalotofpeopleondateswentfirsttodinnerandthentothetheater.Whynot
combinethesetwoeventsintoone?Thus,thedinnertheater,wherepeoplegofirsttoeatandthentoseeaplay
orotherentertainment.
Revolution.Sometimesthebestnewideaisacompletelydifferentone,anmarkedchangefromtheprevious
ones.Whileanevolutionaryimprovementphilosophymightcauseaprofessortoask,"HowcanImakemy
lecturesbetterandbetter?"arevolutionaryideamightbe,"Whynotstoplecturingandhavethestudentsteach
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eachother,workingasteamsorpresentingreports?"
Forexample,theevolutionarytechnologyinfightingtermiteseatingawayathouseshasbeentodevelopsafer
andfasterpesticidesandgassestokillthem.Asomewhatrevolutionarychangehasbeentoabandongasses
altogetherinfavorofliquidnitrogen,whichfreezesthemtodeathormicrowaves,whichbakethem.Atruly
revolutionarycreativeideawouldbetoask,"Howcanwepreventthemfromeatinghousesinthefirstplace?"A
newtermitebaitthatisplacedinthegroundinaperimeteraroundahouseprovidesoneanswertothis
question.
Reapplication.Lookatsomethingoldinanewway.Gobeyondlabels.Unfixate,removeprejudices,
expectationsandassumptionsanddiscoverhowsomethingcanbereapplied.Onecreativepersonmightgoto
thejunkyardandseeartinanoldmodelTtransmission.Hepaintsitupandputsitinhislivingroom.Another
creativepersonmightseeinthesametransmissionthenecessarygearsforamultispeedhotwalkerforhis
horse.Hehooksittosomepolesandamotorandputsitinhiscorral.Thekeyistoseebeyondthepreviousor
statedapplicationsforsomeidea,solution,orthingandtoseewhatotherapplicationispossible.
Forexample,apaperclipcanbeusedasatinyscrewdriveriffileddownpaintcanbeusedasakindofglueto
preventscrewsfromlooseninginmachinerydishwashingdetergentscanbeusedtoremovetheDNAfrom
bacteriainalabgeneralpurposespraycleanerscanbeusedtokillants.
ChangingDirection.Manycreativebreakthroughsoccurwhenattentionisshiftedfromoneangleofaproblem
toanother.Thisissometimescalledcreativeinsight.
Aclassicexampleisthatofthehighwaydepartmenttryingtokeepkidsfromskateboardinginaconcretelined
drainageditch.Thehighwaydepartmentputupafencetokeepthekidsoutthekidswentaroundit.The
departmentthenputupalongerfencethekidscutaholeinit.Thedepartmentthenputupastrongerfenceit,
too,wascut.Thedepartmentthenputathreateningsignonthefenceitwasignored.Finally,someonedecided
tochangedirection,andasked,"Whatreallyistheproblemhere?It'snotthatthekidskeepgettingthroughthe
barrier,butthattheywanttoskateboardintheditch.Sohowcanwekeepthemfromskateboardinginthe
ditch?"Thesolutionwastoremovetheirdesirebypouringsomeconcreteinthebottomoftheditchtoremove
thesmoothcurve.Thesharpanglecreatedbytheconcretemadeskateboardingimpossibleandtheactivity
stopped.Nomoreskateboardingproblems,nomorefenceproblems.
Thisexamplerevealsacriticaltruthinproblemsolving:thegoalistosolvetheproblem,nottoimplementa
particularsolution.Whenonesolutionpathisnotworking,shifttoanother.Thereisnocommitmenttoa
particularpath,onlytoaparticulargoal.Pathfixationcansometimesbeaproblemforthosewhodonot
understandthistheybecomeovercommittedtoapaththatdoesnotworkandonlyfrustrationresults.

NegativeAttitudesThatBlockCreativity
1.Ohno,aproblem!Thereactiontoaproblemisoftenabiggerproblemthantheproblemitself.Manypeople
avoidordenyproblemsuntilit'stoolate,largelybecausethesepeoplehaveneverlearnedtheappropriate
emotional,psychological,andpracticalresponses.Aproblemisanopportunity.Thehappiestpeoplewelcome
andevenseekoutproblems,meetingthemaschallengesandopportunitiestoimprovethings.Definition:a
problemis(1)seeingthedifferencebetweenwhatyouhaveandwhatyouwantor(2)recognizingorbelieving
thatthereissomethingbetterthanthecurrentsituationor(3)anopportunityforapositiveact.Seeking
problemsaggressivelywillbuildconfidence,increasehappiness,andgiveyouabettersenseofcontrolover
yourlife.
2.Itcan'tbedone.Thisattitudeis,ineffect,surrenderingbeforethebattle.Byassumingthatsomethingcannot
bedoneoraproblemcannotbesolved,apersongivestheproblemapowerorstrengthitdidn'thavebefore.
Andgivingupbeforestartingis,ofcourse,selffulfilling.Butlookatthehistoryofsolutionsandthe
accompanyingskeptics:manwillneverfly,diseaseswillneverbeconquered,rocketswillneverleavethe
atmosphere.Again,theappropriateattitudeissummedupbythestatement,"Thedifficultwedoimmediately
theimpossibletakesalittlelonger."
3.Ican'tdoit.OrThere'snothingIcando.Somepeoplethink,wellmaybetheproblemcanbesolvedby
someexpert,butnotbymebecauseI'mnot(a)smartenough,(b)anengineer,or(c)ablank(whethereducated,
expert,etc.)Again,though,lookatthehistoryofproblemsolving.
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WhoweretheWrightbrothersthattheycouldinventanairplane?Aviationengineers?No,theywerebicycle
mechanics.Theballpointpenwasinventedbyaprinter'sproofreader,LadislaoBiro,notamechanicalengineer.
MajoradvancesinsubmarinedesignweremadebyEnglishclergymanG.W.GarrettandbyIrishschoolmaster
JohnP.Holland.Thecottonginwasinventedbythatwellknownattorneyandtutor,EliWhitney.Thefire
extinguisherwasinventedbyacaptainofmilitia,GeorgeManby.
Andsoon.Infact,amajorpointmadebyrecentwritersaboutcorporateexcellenceisthatinnovationsin
industryalmostalwayscomefromindividuals(notresearchgroups)outsideoftheareaoftheinvention.
GeneralMotorsinventedFreon,therefrigerationchemical,andtetraethyllead,thegasolineadditive.
Kodachromewasinventedbytwomusicians.Thecontinuoussteelcastingprocesswasinventedbya
watchmaker(foolingaroundwithbrasscasting).Soapmakingchemiststurneddowntheproblemofinventing
syntheticdetergents:thosedetergentswereinventedbydyemakingchemists.
Inanutshell,agoodmindwithapositiveattitudeandsomegoodproblemsolvingskillswillgofarinsolving
anyproblem.Interestinandcommitmenttotheproblemarethekeys.Motivationawillingnesstoexpendthe
effortismoreimportantthanlaboratoryapparatus.Andrememberthatyoucanalwaysdosomething.Evenif
youcannottotallyeradicatetheproblemfromthefaceoftheearth,youcanalwaysdosomethingtomakethe
situationbetter.
4.ButI'mnotcreative.Everyoneiscreativetosomeextent.Mostpeoplearecapableofveryhighlevelsof
creativityjustlookatyoungchildrenwhentheyplayandimagine.Theproblemisthatthiscreativityhasbeen
suppressedbyeducation.Allyouneedtodoisletitcomebacktothesurface.Youwillsoondiscoverthatyou
aresurprisinglycreative.
5.That'schildish.Inourefforttoappearalwaysmatureandsophisticated,weoftenridiculethecreative,
playfulattitudesthatmarkedouryoungeryears.Butifyousolveaproblemthatsavesyourmarriageorgetsyou
promotedorkeepsyourfriendfromsuicide,doyoucarewhetherotherpeopledescribeyourroutetothe
solutionas"childish?"Besides,isn'tplayalotoffun?Rememberthatsometimespeoplelaughwhensomething
isactuallyfunny,butoftentheylaughwhentheylacktheimaginationtounderstandthesituation.
6.Whatwillpeoplethink?Thereisstrongsocialpressuretoconformandtobeordinaryandnotcreative.
Herearesomeoverheardexamples:
CreativePerson:"Iliketoputwaterinmyorangejuicesoit'slesssweet."
OrdinaryPerson:"You'reweird,youknow?"
OrdinaryPerson:"Whatareyoudoing?"
CreativePerson:"We'repaintingourmailbox."
OrdinaryPerson:"You'recrazy."
CreativePerson:"Whydon'tweaddalittlegarlic?"
OrdinaryPerson:"Becausetherecipedoesn'tcallforgarlic."
OrdinaryPerson:"Whyareyougoingthisway?It'slonger."
CreativePerson:"BecauseIlikethedrive."
OrdinaryPerson:"Didanyoneevertellyouyou'restrange?"
Theconstantemphasisweseeinsocietyistowardtheruthlesslypracticalandconformist.Eventhewild
fashions,fromthoseinVoguetopunkrock,arenarrowlydefined,andtodeviatefromthemisconsideredwrong
orridiculous.Somepeoples'herdinstinctissostrongthattheymakesheeplooklikeradicalindividualists.
So,whatwillpeoplethink?Well,they'realreadytalkingaboutyou,sayingthatyournoseistoobigoryour
shoesarefunnyoryoudateweirdpeople.So,sinceothersaregoingtotalkaboutyouinunflatteringways
anyway,youmightaswellrelaxandletyourcreativityandindividualismflow.
Almosteveryfamouscontributortothebettermentofcivilizationwasridiculedandsometimesevenjailed.
ThinkaboutGalileo.AndlookwhathappenedtoJesus.Quotation:"Progressismadeonlybythosewhoare
strongenoughtoendurebeinglaughedat."Solutionsareoftennewideas,andnewideas,beingstrange,are
usuallygreetedwithlaughter,contempt,orboth.That'sjustafactoflife,somakeupyourmindnottoletit
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botheryou.Ridiculeshouldbeviewedasabadgeofrealinnovativethinking.
7.Imightfail.ThomasEdison,inhissearchfortheperfectfilamentfortheincandescentlamp,triedanything
hecouldthinkof,includingwhiskersfromafriend'sbeard.Inall,hetriedabout1800things.Afterabout1000
attempts,someoneaskedhimifhewasfrustratedathislackofsuccess.Hesaidsomethinglike,"I'vegaineda
lotofknowledgeInowknowathousandthingsthatwon'twork."
Fearoffailureisoneofthemajorobstaclestocreativityandproblemsolving.Thecureistochangeyour
attitudeaboutfailure.Failuresalongthewayshouldbeexpectedandacceptedtheyaresimplylearningtools
thathelpfocusthewaytowardsuccess.Notonlyistherenothingwrongwithfailing,butfailingisasignof
actionandstruggleandattemptmuchbetterthaninaction.Thegowiththeflowtypesmayneverfail,butthey
areessentiallyuselesstohumanity,norcantheyeverenjoythefeelingofaccomplishmentthatcomesaftera
longstruggle.
Supposeyouletyourfearoffailureguideyourrisktakingandyourattempts.Youtryonlythreethingsinayear
becauseyouaresureofsucceeding.Attheendoftheyearthescoreis:Successes3,Failures0.Nowsuppose
thenextyearyoudon'tworryaboutfailing,soyoutryahundredthings.Youfailat70ofthem.Attheendofthe
yearthescoreisSuccesses30,Failures70.Whichwouldyouratherhavethreesuccessesor30tentimesas
many?Andimaginewhat70failureswillhavetaughtyou.Proverb:Mistakesaren'tfun,buttheysureare
educational.

MythsaboutCreativeThinkingandProblemSolving
1.Everyproblemhasonlyonesolution(oronerightanswer).Thegoalofproblemsolvingistosolvethe
problem,andmostproblemscanbesolvedinanynumberofways.Ifyoudiscoverasolutionthatworks,itisa
goodsolution.Theremaybeothersolutionsthoughtofbyotherpeople,butthatdoesn'tmakeyoursolution
wrong.WhatisTHEsolutiontoputtingwordsonpaper?Fountainpen,ballpoint,pencil,marker,typewriter,
printer,Xeroxmachine,printingpress?
2.Thebestanswer/solution/methodhasalreadybeenfound.Lookatthehistoryofanysolutionsetand
you'llseethatimprovements,newsolutions,newrightanswers,arealwaysbeingfound.Whatisthesolutionto
humantransportation?Theoxorhorse,thecart,thewagon,thetrain,thecar,theairplane,thejet,theSST?Is
thatthebestandlast?Whataboutpneumatictubes,hovercraft,evenStarTrektypebeams?
Whatisthebestwaytoputwordsonpaper?Thewordprocessor?Isthatthelastinvention?Howaboutvoice
recognition,orthoughtwaveinput?
Onamoreeverydaylevel,manysolutionsnowseenasbestoratleastentrenchedwereputinplacehastilyand
withoutmuchthoughtsuchastheuseofdrivers'licensesforIDcardsorsocialsecuritynumbersfortaxpayer
IDnumbers.Othersolutionsareentrenchedsimplyforhistoricalreasons:they'vealwaysbeendonethatway.
Whydoshoelacesstillexist,whentechnologyhasproducedseveralother,betterwaystoattachshoestofeet
(likevelcro,elastic,snapbuttons,andsoon)?
3.Creativeanswersarecomplextechnologically.Onlyafewproblemsrequirecomplextechnological
solutions.Mostproblemsyou'llmeetwithrequireonlyathoughtfulsolutionrequiringpersonalactionand
perhapsafewsimpletools.Evenmanyproblemsthatseemtorequireatechnologicalsolutioncanbeaddressed
inotherways.
Forexample,whatisthesolutiontothelargepercentageofpackagesruinedbythePostOffice?Lookatthe
PostOfficepackagehandlingmethod.Packagesaretossedinbinswhenyousendthem.Forthesolution,look
atUnitedParcel.Whenyousendapackage,itisputonashelf.Thechangefrombintoshelfisnotacomplex
ortechnologicalsolutionit'sjustagoodidea,usingcommonlyavailablematerials.
Asanotherexample,whenhotdogswerefirstinvented,theywereservedtocustomerswithglovestoholdthem.
Unfortunately,thecustomerskeptwalkingoffwiththegloves.Thesolutionwasnotatallcomplex:servethehot
dogonarollsothatthecustomer'sfingerswerestillinsulatedfromtheheat.Therollcouldbeeatenalongwith
thedog.Nomoreworriesaboutdisappearinggloves.(Notebythewaywhatagoodexampleofchanging
directionthisis.Insteadofasking,"HowcanIkeeptheglovesfrombeingtaken?"thehotdogserverstopped
thinkingaboutglovesaltogether.)
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4.Ideaseithercomeortheydon't.Nothingwillhelp.Therearemanysuccessfultechniquesforstimulating
ideageneration.Wewillbediscussingandapplyingthem.

MentalBlockstoCreativeThinkingandProblemSolving
1.Prejudice.Theolderweget,themorepreconceivedideaswehaveaboutthings.Thesepreconceptionsoften
preventusfromseeingbeyondwhatwealreadyknoworbelievetobepossible.Theyinhibitusfromaccepting
changeandprogress.
Exampleproblem:Howtoconnectsectionsofairplaneswithmoreeaseandstrengththanusingrivets.A
modernsolutionistousegluegluethesectionstogether.Weprobablywouldn'tthinkofthissolutionbecauseof
ourprejudiceaboutthewordandideaofglue.Buttherearemanykindsofglue,andthekindusedtostickplane
partstogethermakesabondstrongerthanthemetalofthepartsthemselves.
Anotherproblem:Howcanwemakelighterweightbulletproofwindows?Thickerglassistooheavy.Answer:
Useplastic.Again,weareprejudicedagainstplastic.Butsomeplasticsarenotflimsyatallandareusedin
placeofsteelandinbulletproofwindows.
Anotherproblem:Makeaship'shullthatwon'trustorrotlikesteelorwood.Solution:Useconcrete.Our
prejudiceisthatconcreteistooheavy.Whynotmakelightweightconcrete?That'swhat'sdone.
Finalexample:Howtodivideapieceofcakeequallybetweentwokidssotheywon'tcomplainthatonekidis
preferredovertheother:"Yougavehimthebiggerpieceyoulikehimbetter!Waaaah!"Solution:Putthekids
inchargeofdividingthecake.Ourprejudiceisthatimmature,selfishkidscan'tdothejob.Butthesolution,one
cutsthecake,theotherhasfirstchoiceofpieces,worksverywell.
2.Functionalfixation.Sometimeswebegintoseeanobjectonlyintermsofitsnameratherintermsofwhatit
cando.Thus,weseeamoponlyasadeviceforcleaningafloor,anddonotthinkthatitmightbeusefulfor
clearingcobwebsfromtheceiling,washingthecar,doingaerobicexercise,proppingadooropenorclosed,and
soon.(Lateroninthesemester,wewillbedoing"usesfor"tobreakoutofthisfixation.)
Thereisalsoafunctionalfixationofbusinesses.Inthelatenineteenthandearlytwentiethcenturiestherailroads
sawthemselvesasrailroads.Whenautomobilesandlaterairplanesbegantocomein,therailroadsdidn'tadapt.
"That'snotourbusiness,"theysaid.Butiftheyhadseenthemselvesasinthepeopletransportationbusiness
ratherthanintherailroadbusiness,theycouldhavecapitalizedonagreatopportunity.
Similarly,whenthetelephonebeganitsrise,someofthetelegraphcompaniessaid,"That'snotourbusiness
we'retelegraphcompanies."Butiftheyhadsaid,"Hey,we'reinthecommunicationbusiness,andhere'sanew
waytocommunicate,"theywouldhavegrownratherthandied.CompareWesternUniontoAT&T.Andhave
youheardofthosebigcalculatorcompaniesDietzgenorPickett?No?Well,theywereamongthebiggest
makersofsliderules.Butwhenelectroniccalculatorsbegantorise,theydidn'tknowwhatbusinesstheywere
in.Theythoughttheywereinthesliderulebusiness,whentheywerereallyinthecalculatorbusiness.They
didn'tadapt,theydidn'tacceptthechallengeofchangeandopportunity,andtheyfell.
Andthere'safunctionalfixationofpeople,too.Thinkaminutehowyoureactwhenyouseeyourpastor
mowinghislawn,oryourautomechaniconatelevisionshowpromotingabook.Stereotypingcanevenbea
formoffunctionalfixationhowmanypeoplewouldlaughatablondequotingAristotle?Toooftenwepermit
onlyanarrowrangeofattitudesandbehaviorsinotherpeople,basedonbias,prejudice,hastygeneralization,or
limitedpastexperience.Thinkofthosestatementslike,"Ican'tbelievehesaidthat,"or"Imagineherdoing
that,"andsoon.Butrecalltheproverb,"Thegoalofmylifeisnottolivedowntoyourexpectations."
3.Learnedhelplessness.Thisisthefeelingthatyoudon'thavethetools,knowledge,materials,ability,todo
anything,soyoumightaswellnottry.Wearetrainedtorelyonotherpeopleforalmosteverything.Wethink
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smallandlimitourselves.Buttheworldcanbeinteractedwith.
Ifyouareinneedofinformation,therearelibraries,bookstores,friends,professors,and,ofcourse,theInternet.
Andtherearealsocity,county,andstategovernmentagencieswithaddressesandphonenumbersandwebsites.
Therearethousandsofgovernmentagenciesthatreallyexistandthatwilltalktoyou.ContacttheEPAifyou're
workingonairpollutionorpesticides.Getsomegovernmentpublications.Callyourstatesenatororfederal
congressmanforhelponbills,information,problems.Contactthemanufacturerofaproducttofindoutwhat
youwanttoknowaboutit.
Ifyouaretechnologicallypoor,youcanlearn.Learnhowtocook,usetools,makeclothes,useacomputer.You
canlearntodoanythingyoureallywanttodo.Allyouneedisthemotivationandcommitment.Youcanlearn
toflyanairplane,driveatruck,scubadive,fixacarnameit.
4.Psychologicalblocks.Somesolutionsarenotconsideredorarerejectedsimplybecauseourreactiontothem
is"Yuck."Butickysolutionsthemselvesmaybeusefulorgoodiftheysolveaproblemwellorsaveyourlife.
Eatinglizardsandgrasshoppersdoesn'tsoundgreat,butifitkeepsyoualiveinthewilderness,it'sagood
solution.
Perhapsmoreimportantly,whatatfirstseemtobeickyideasmayleadtobettersolutionsdeickifiedanalogues
oftheoriginal.Whendoctorsnotedthatsomeunsophisticatednativeswereusinggiantantheadstosuture
wounds,theyimitatedthispincerclosingtechniquebyinventingthesurgicalstaple.
Psychologicalblockspreventyoufromdoingsomethingjustbecauseitdoesn'tsoundgoodorright,whichisa
prettyridiculousthing.Overcomingsuchblockscanbereallybeneficial.NavycommandosinVietnam
overcametheirblocksandputonwomen'spantyhosewhentheymarchedthroughtheswampsandjungle.The
pantyhosecutdownonthefrictionandrubbingfromtheplantsandaidedinremovingthedozensofleeches
afteramission.Overcomingtheblocktousingyourownbloodtowriteahelpnotecouldsaveyourlife
somedayifyougotkidnapped.

PositiveAttitudesforCreativity
1.Curiosity.Creativepeoplewanttoknowthingsallkindsofthingsjusttoknowthem.Knowledgedoesnot
requireareason.Thequestion,"Whydoyouwanttoknowthat?"seemsstrangetothecreativeperson,whois
likelytorespond,"BecauseIdon'tknowtheanswer."Knowledgeisenjoyableandoftenusefulinstrangeand
unexpectedways.
Forexample,Iwasonceattemptingtorepairsomething,withoutapparentsuccess,whenanonlookerasked
testily,"Doyouknowwhatyou'redoing?"Irepliedcalmly,"No,that'swhyI'mdoingit."
Next,knowledge,andespeciallywiderangingknowledge,isnecessaryforcreativitytoflourishtoitsfullest.
Muchcreativityarisesfromvariationsofaknownorcombinationsoftwoknowns.Thebestideasflowfroma
wellequippedmind.Nothingcancomefromnothing.
Inadditiontoknowing,creativepeoplewanttoknowwhy.Whatarethereasonsbehinddecisions,problems,
solutions,events,facts,andsoforth?Whythiswayandnotanother?Andwhynottrythisorthat?
Thecuriousperson'squestioningattitudetowardlifeisapositiveone,notadestructiveonereflecting
skepticismornegativism.Itoftenseemsthreateningbecausetoooftenthereisnogoodreasonbehindmanyof
thethingsthataretakenforgrantedthereisno"why"behindthestatusquo.
Soaskquestionsofeveryone.Askthesamequestionofdifferentpeoplejusttobeabletocomparetheanswers.
Lookintoareasofknowledgeyou'veneverbeforeexplored,whetherclothdying,weatherforecasting,food
additives,shipbuilding,theU.S.budget,orthetoxicityoflaundrydetergents.
2.Challenge.Curiouspeopleliketoidentifyandchallengetheassumptionsbehindideas,proposals,problems,
beliefs,andstatements.Manyassumptions,ofcourse,turnouttobequitenecessaryandsolid,butmanyothers
havebeenassumedunnecessarily,andinbreakingoutofthoseassumptionsoftencomesanewidea,anewpath,
anewsolution.
Forexample,whenwethinkofacollege,wetraditionallythinkofaphysicalcampuswithclassrooms,alibrary,
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andsomenicetrees.Butwhymustcollegebeaplace(withcongregatedstudentsandfaculty)atall?Thus,the
electroniccollegenowexists,wherestudents"go"tocollegerightathome,online.Correspondencecourses
haveexistedforyears,too,beginningwiththechallengingoftheschoolascentralizedplaceidea.
Whenwethinkofanelectricmotor,weautomaticallythinkofarotatingshaftmachine.Butwhyassumethat?
Whycan'tanelectricmotorhavealinearoutput,movinginastraightlineratherthanacircle?Withsucha
challengedassumptioncamethelinearmotor,abletopowertrains,elevators,slidelocks,andsoon.
Problem:Wemakebrandy,andforthisspecialeditionofourfinestkind,wewantafullygrownpearinone
pieceinsideeachbottle.Thebottleisnarrownecked.Howcanwedoit?Asyouthink,watchforthe
assumptionsyouaremaking.Possiblesolutions(assumingfullygrownpear):closetheneckorbottomafter
insertion,useaplasticbottlelikeheatshrinktubing,changetoawidemouthbottle.Ifwedonotassumeafully
grownpear:growthepearfromabudinsidethebottle.
3.Constructivediscontent.Thisisnotawhining,gripingkindofdiscontent,buttheabilitytoseeaneedfor
improvementandtoproposeamethodofmakingthatimprovement.Constructivediscontentisapositive,
enthusiasticdiscontent,reflectingthethought,"Hey,Iknowawaytomakethatbetter."
Constructivediscontentisnecessaryforacreativeproblemsolver,forifyouarehappywitheverythingtheway
itis,youwon'twanttochangeanything.Onlywhenyoubecomediscontentwithsomething,whenyouseea
problem,willyouwanttosolvetheproblemandimprovethesituation.
Oneofthehallmarksoftheconstructivelydiscontentedpersonisthatofaproblemseekingoutlook.Themore
problemsyoufind,themoresolutionsandthereforeimprovementsyoucanmake.Evenpreviouslysolved
problemscanoftenbesolvedagain,inabetterway.Aconstructivelydiscontentpersonmightthink,"Thisisan
excellentsolution,butIwonderifthereisn'tanothersolutionthatworksevenbetter(orcostsless,etc)."
Anothermarkofconstructivediscontentistheenjoymentofchallenge.Creativepeopleareeagertotesttheir
ownlimitsandthelimitsofproblems,willingtoworkhard,topersevereandnotgiveupeasily.Sometimesthe
discontentisalmostartificialtheyaren'treallyunhappywiththestatusquoofsomearea,buttheywanttofind
somethingbetterjustforthechallengeofitandtheopportunitytoimprovetheirownlivesandthoseofothers.
4.Abeliefthatmostproblemscanbesolved.Byfaithatfirstandbyexperiencelateron,thecreativethinker
believesthatsomethingcanalwaysbedonetoeliminateorhelpalleviatealmosteveryproblem.Problemsare
solvedbyacommitmentoftimeandenergy,andwherethiscommitmentispresent,fewthingsareimpossible.
Thebeliefinthesolvabilityofproblemsisespeciallyusefulearlyoninattackinganyproblem,becausemany
problemsatfirstseemutterlyimpossibleandscareoffthefainterhearted.Thosewhotakeontheproblemwith
confidencewillbetheonesmostlikelytothinkthroughoraroundtheimpossibilityoftheproblem.
5.Theabilitytosuspendjudgmentandcriticism.Manynewideas,becausetheyarenewandunfamiliar,
seemstrange,odd,bizarre,evenrepulsive.Onlylaterdotheybecome"obviously"great.Otherideas,intheir
originalincarnations,areindeedweird,buttheyleadtopractical,beautiful,elegantthings.Thus,itisimportant
forthecreativethinkertobeabletosuspendjudgmentwhennewideasarearriving,tohaveanoptimistic
attitudetowardideasingeneral,andtoavoidcondemningthemwiththetypicalkindsofnegativeresponses
like,"Thatwillneverworkthat'snogoodwhatanidioticideathat'simpossible,"andsoforth.Hospital
sterilizationandantisepticprocedures,television,radio,theXeroxmachine,andstainlesssteelallmetwithho
humsandevenhostilerejectionbeforetheirperseveringinventorsfinallysoldsomeoneontheideas.
Someofoureverydaytoolsthatwenowloveandusedaily,wereopposedwhentheywereoriginallypresented:
Aluminumcookware?Noonewantsthat.Teflonpans?They'llneversell.Erasersonpencils?Thatwouldonly
encouragecarelessness.Computers?There'snomarketformorethanafew,sowhybuildthem?
Rememberthenthat(1)anideamaybegintolookgoodonlyafteritbecomesabitmorefamiliarorisseenina
slightlydifferentcontextorclothingorcircumstanceand(2)evenaverywildideacanserveasasteppingstone
toapractical,efficientidea.Bytooquicklybringingyourjudgmentintoplay,thesefragileearlyideasandtheir
sourcecanbedestroyed.Thefirstruleofbrainstormingistosuspendjudgmentsothatyourideagenerating
powerswillbefreetocreatewithouttherestraintoffearorcriticism.Youcanalwaysgobacklaterand
examineascriticallyasyouwantwhatyouhavethoughtof.
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Proverb:"Acrankisageniuswhoseideahasn'tyetcaughton."
6.Seeingthegoodinthebad.Creativethinkers,whenfacedwithpoorsolutions,don'tcastthemaway.
Instead,theyask,"What'sgoodaboutit?"becausetheremaybesomethingusefulevenintheworstideas.And
howeverlittlethatgoodmaybe,itmightbeturnedtogoodeffectormadegreater.
Exampleproblem:Howcanwegetcollegestudentstolearngrammarbetter?Solution:Spanktheirbottoms
withahickorystick.Thisisn'tagoodsolution,partlybecauseit'sprobablyillegal.Butshouldwejusttossit
out?Whynotaskwhat'sgoodaboutit?(1)itgivesindividual,attentiontothepoorperformers,(2)itgivesthem
publicattention,(3)itmotivatesotherstudentsaswellasthestudentbeingspanked,(4)it'seasyandcosts
nothing.Thenextquestionis,Canweadaptorincorporatesomeofthesegoodthingsintoamoreacceptable
solution,whetherderivativeoftheoriginalornot?
Weeasilyfallintoeither/orthinkingandbelievethatabadsolutionisbadthroughandthrough,ineveryaspect,
wheninfact,itmayhavesomegoodpartswecanborrowanduseonagoodsolution,oritmaydo
inappropriatelysomethingthat'sworthdoingappropriately.Andoften,thebadsolutionhasjustonereally
glaringbadpart,thatwhenremedied,leavesquiteagoodsolution.Intheaboveexample,changingthephysical
spankingtoaverbalspankingchangestheentireaspectofthesolutionwhilekeepingallthegoodpointswe
identified.
7.Problemsleadtoimprovements.Theattitudeofconstructivediscontentsearchesforproblemsandpossible
areasofimprovement,butmanytimesproblemsarriveontheirown.Butsuchunexpectedandperhaps
unwantedproblemsarenotnecessarilybad,becausetheyoftenpermitsolutionsthatleavetheworldbetterthan
beforetheproblemarose.
Forexample,thefirstmargarinewasmadefrombeeffat,milk,water,andchoppedcowudder.Itwasn't
extremelytastyorhealthy.Thenabouttheturnofthecenturyashortageofbeeffatcreatedaproblem.Whatto
use?Themargarinemakersturnedtovegetablefatsfromvariousplantsandthesoybean,corn,andsunflower
oilstheyusedarestillusedtoday.Themargarineishealthierandtastesbetter.
Orthinkaboutexamsorpapers.Whenyoudon'tdoaswellasyouwant,youthink,"Ohno!"Butactually,you
haveagoodinsightintowhatyoudon'tknowandstillneedtolearn.Youareawareofthegeographyofyour
knowledgeinamuchmoredetailedformthanbeforetheerrorsshowedup.
8.Aproblemcanalsobeasolution.Afactthatonepersondescribesasaproblemcansometimesbea
solutionforsomeoneelse.Abovewenotedthatcreativethinkerscanfindgoodideasinbadsolutions.Creative
thinkersalsolookatproblemsandask,"Istheresomethinggoodaboutthisproblem?"
Forexample,soonaftertheadventofcyanoacrylateadhesives(superglue),itwasnotedthatifyouweren't
careful,youcouldglueyourfingerstogetherwithit.Thisproblemapermanentskinbondwassoonseenasa
solution,also.SurgeonsinVietNambegantousesupergluetogluewoundstogether.
Anotherexample,alsoinvolvingglue:3Mchemistswereexperimentingwithadhesivesandaccidentallycame
upwithonethatwassoweakyoucouldpeelitrightbackoff.Holdstrength,shearstrength,allwerewaybelow
theminimumstandardsforanyselfrespectingadhesive.Agluethatwon'thold?Quiteaproblem.Butthis
problemwasalsoasolution,asyounowseeinPostItNotes.
9.Problemsareinterestingandemotionallyacceptable.Manypeopleconfronteveryproblemwithashudder
andaturnofthehead.Theydon'tevenwanttoadmitthataproblemexistswiththeircar,theirspouse,their
child,theirjob,theirhouse,whatever.Asaresult,oftentheproblempersistsanddrivesthemcrazyorrisestoa
crisisanddrivesthemcrazy.
Creativepeopleseeproblemsasinterestingchallengesworthtackling.Problemsarenotfearfulbeaststobe
fearedorloathedtheyareworthyopponentstobejoustedwithandunhorsed.Problemsolvingisfun,
educational,rewarding,egobuilding,helpfultosociety.

MiscellaneousGoodAttitudes
1.Perseverance.Mostpeoplefailbecausetheyspendonlynineminutesonaproblemthatrequirestenminutes
tosolve.Creativityandproblemsolvingarehardworkandrequirefierceapplicationoftimeandenergy.There
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isnoquickandeasysecret.Youneedknowledgegainedbystudyandresearchandyoumustputyour
knowledgetoworkbyhardthinkingandprotractedexperimentation.Youvesurelyreadofthedifficultiesand
setbacksfacedbymostofthefamousinventorshowmanyfilamentsEdisontriedbeforehefoundaworking
one,howmanyaircraftdesignsfailedintheattempttobreakthesoundbarrier.Butplanningtopersevereis
planningtosucceed.
2.Aflexibleimagination.Creativepeoplearecomfortablewithimaginationandwiththinkingsocalledweird,
wild,orunthinkablethoughts,justforthesakeofstimulation.Duringbrainstormingorjustmentalplayfulness,
allkindsofstrangethoughtsandideascanbeentertained.Andthemind,pragmatistthatitis,willprobablyfind
somethingusefulinitall.Wewilllookatseveralexamplesofthislateron.
3.Abeliefthatmistakesarewelcome.Modernsocietyhasforsomereasonconceivedtheideathattheonly
unforgivablethingistofailormakeamistake.Actuallyfailureisanopportunitymistakesshowthatsomething
isbeingdone.Socreativepeoplehavecometorealizeandacceptemotionallythatmakingmistakesisno
negativebiggie.OnechiefexecutiveofabigAmericancorporationwarnsallhisnewlyhiredmanagers,"Make
sureyoumakeareasonablenumberofmistakes."Mistakesareeducationalandcanleadtosuccessbecause
theymeanyouaredoingsomething.
SirFrancisPettitSmith,oneoftheearlydevelopersofthescrewpropeller,triedonedesignin1836.Duringthe
test,halfofitbrokeoffwhatafailurebutthentheboatincreasedinspeedsubstantially,revealingthe
efficiencyofanewdesign,formedfromamistake.
Insum,asVergiloncesaid,"Theycanwhothinktheycan."Havingtheproperpositiveattitudeabout
generatingnewandusefulideasandsolvingproblemsisreallyalargepartofthewholeprocess.
Afewyearsago,thepipesinmymom'shousehadfinallyrustedthroughandIwasfacedwiththetaskoffinding
aplumbertogetabid.Knowinghowmuchtheychargeforsmallrepairs,Iknewthatdoingawholehouse
wouldcostafortune.Ithought,"Youknow,I'dreallyliketodothisjobmyself,butIwonderifIcan."My
neighborhappenedtobearoundoncewhenIsaidthis,andhesaid,"Oh,youcandoit."Justthatsimple
expressiongavemethepositiveattitudeIneededtodoit.SoIdid.

CharacteristicsoftheCreativePerson
curious
seeksproblems
enjoyschallenge
optimistic
abletosuspendjudgment
comfortablewithimagination
seesproblemsasopportunities
seesproblemsasinteresting
problemsareemotionallyacceptable
challengesassumptions
doesn'tgiveupeasily:perseveres,workshard

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