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U of M ME 4054W - Creativity And Ideation

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prof. barry kudrowitz, ideationcreativityandphdalternative uses testJ.P. Guilford 1967a measure of divergent thinkingquantity vs. creativityThe best way to have a good idea is to have a lot of ideas.-Linus Pauling R2 =.82total number of ideas“creative idea score”quantity of ideas vs. creativity of ideas per subjectkudrowitz and wallace, 2010the game of propsage 3-5 age 7-10 age 14-15 land and jarman, 19980%25%50%75%100%2%10%32%98%1600 childrenadults(200,000)percentage of age group having “genius” scores in divergent thinking divergent thinking and ageage 3-5 age 7-10 age 14-15 adults0%25%50%75%100%2%10%32%98%1600 children(200,000)we are all capable of being creative.“we are educating people out of their creativity” -sir ken robinson 2006land and jarman, 1998divergent thinking and agepercentage of age group having “genius” scores in divergent thinkingcreativity declineSince 1990, creativity scores in America have consistently and significantly inched downward. The decline is “most serious” for younger children. All around us are matters of national and international importance that are crying out for creative solutions, from saving the Gulf of Mexico, to bringing peace to Afghanistan to delivering health care." Bronson and Merryman, Newsweek, 2010What was once central to corporations— the left-brain, digitized analytical work associated with knowledge— is fast being shipped off to lower-paid, highly trained chinese and indians, increasingly, the new core competence is creativity—the right-brain stuff that smart companies are now harnessing to generate top-line growth. the game is changing... It’s about creativity, imagination and above all, innovation. Bruce Nussbaum, BusinessWeek 2005consensus that the new core competency in us is creativity ... important for engineers to be analytically proficienbut the competitive advantage is creativityconsensus is also that creativity is decreasing the next step is to see how we can teach creativity and in my research I found that...associative theory of creativity (mednick 1962)cyrus mccormickmechanical reaperaha!Right, Posterior Superior Temporal Sulcus (PSTS)processing novel metaphors in poetry (Gorana et al 2008) novel connections between unrelated words (Mashal et al 2007) RH equivalent of Wernicke’s area - linguistic creativity (Flaherty, 2005) PSTSASTSRight, Anterior Superior Temporal Sulcus (ASTS)“Aha!” Experience (Jung-Beeman 2004)associative theory Doh!Humor can be dissected, as a frog can, but the thing dies in the process and the innards are discouraging to any but the pure scientific mind . –E.B. White oh haiRelease TheorySuperiority TheoryIncongruity Theoryhumor and creativityWhere does the general keep his armies?tents? army base? In his sleevies.In an army base.“armies” has two meaningswhat are sleevies?a two stage mode of joke appreciation by Jerry Sulshumor and creativityassociation mapsLudden, Geke; Kudrowitz, Barry; Schifferstein, Hendrick; and Hekkert, Paul. "Surprise and Humor in Product Design." Humor: The International Journal of Humor, 2009.associative toolsFormRoundFlat1-10 cm diaassociation mapsassociative toolsassociation mapsassociative toolsBiopsy Needle Finger Traplong thin tubeForm: association mapsassociative tools figueredo, fienup, kudrowitz, wronski, slocum, brugge 2006sometimes the most powerful ideas come from simply combining two existing ideas nobody else ever thought to unite. most inventions and breakthroughs come from reassembling existing ideas in new ways. - pinkcrossing productsassociative tools “Reese’s Peanut Butter Cup Theory of Innovation”+=gutenberg’sp!nting presscrossing productsassociative toolscrossing productsassociative toolsDesign Squad on PBS, 2006crossing productsassociative toolscrossing productsassociative toolsWrite down the name of three productsExchangecrossing productsassociative toolsdoesn’t play just lead to silly ideas?quality of playfulness correlated significantly with measures of divergent thinking (Lieberman 1965) strong correlation between social make-believe play and divergent thinking measures (Johnson 1976) expression of affect in play was significantly, positively related to divergent thinking (Russ and Grossman 1990)divergent problem solving skills facilitates the development of play skills and vice versa (Wyver and Spence 1990)quality of fantasy and imagination in early play predicted divergent thinking over time (Russ et al 1999)1. playfulness and creative abilities are correlateddoesn’t play just lead to silly ideas?2. uninhibited thinking can lead to discovery80% Less Spillage-1997, Schiphol Corporation45s to 2 min Creeth et. al, 2009doesn’t play just lead to silly ideas?3. playful products can be more effective products Products and systems that make you feel good are easier to deal with and produce more harmonious results - Normandoesn’t play just lead to silly ideas? Products and systems that make you feel good are easier to deal with and produce more harmonious results - Norman3. playful products can be more effective productsdoesn’t play just lead to silly ideas?4. silly ideas today may be innovative ideas tomorrow“If at first, the idea is not absurd, then there is no hope for it.” ~Albert Einsteindoesn’t play just lead to silly ideas?4. silly ideas today may be innovative ideas tomorrow19951996judge judy1998judge mills lane1999judge mathisjudge alex20052007judge david youngjudge karen20082006judge maria lopez1997judgejoe brownbrainstorming1. Defer Judgement. NO EVALUATION Switch Left Brain to Silent Modeevaluation = left braincreativity = right brainpeople become self consciousFree Form or Intuitive MethodsStructuredor Logical Methodstypes of ideationGROUP WRITING: Brain WritingBrain SketchiNgCOLLECTIVE NOTEBOOKPIN CARDSKJ METHODTRIGGER SESSIONSFreeWritingBRAIN-STORMINGTRIZARIZASITSCAMMPERMORPHOLOGICAL ANALYSIS ATTRIBUTE LISTINGPOTENTIAL PROBLEM ANALYSIS FRDPARRCPerspectivestechniquesNew LATERAL THINKINGCHALLENGING ASSUMPTIONSBOUNDARY RELAXNEGATIVE BRAINSTORMREVERSALEXAGGERATIONPROGRESSIVE REVELATIONLADDERINGROLESTORMING6 THINKING HATSSUPER HEROSDISNEY METHODAssociationstechniquesBruteThinkANalogiesFOrce FItFOcal ObjectsProvocationBUnches of BananasExcursionsMind MappingFree AssociationAssociation Mappingand the


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