CHAPTER 1
Introduction to Creative
Thinking
What is Creativity?
Creativity is the process of developing good
ideas that can be put into action to bring abo
ut innovative products or services
(DuBrin, 2005, p.88)
Creativity is the generation of a new idea an
d innovation as the translation of such an id
ea into a new product, service or method of
production (Stoner, James, 1982, p.423)
4 Dimensions of Creativity
We need to have imaginations to be able to make up
something new and valuable
Whatever is imagined is done to serve a purpose. It is direc
ted to achieve an objective.
The ideas generated are new or original in nature. The
outcome or results of the creative ideas like the works of
science, history, mathematics and painting that are new, never
being done before.
The outcome of creative imagination must be of value in
relation to its purpose. It must be useful to the situation or the
people.
Why Creativity ?
All achievement, all earned riches, have their
beginning in an idea
Napoleon Hill
Two main reasons why need to creative?
Survival and Progress
Wealth Creation
Survival and Progress
Creativity is about making connections where none existed before.
MacGyver: always managed to escape in dangerous and almost impossibl
e situations by using what ever instrument he had with him at that mome
nt and manipulated them into his escape tools.
CNN became the most popular global TV network by introducing the ne
w concept of 24 hours news
Christopher Sholes made a connection between piano keys and a writing
machine to invent the typewriter
Sylvan N. Goldman, a supermarket operator, made a connection between
his customers struggling to carry all their purchases and two small foldin
g chairs to develop the shopping trolley.
Wealth Creation
The material cost for a blank CD is probably about $1.00 , yet the
CD with software (genuine) may cost $50,000 or more. We paying
more for the imagination contained within the software. That’s
why, Bill Gates, the richest man in the world got rich by selling to
us the imagination of his people.
General Motors became the world's largest corporation at one
time by introducing the concept of installment payment for car
purchases.
Federal Express made is fortune by introducing the innovative
concept of overnight delivery.
YOU DON’T NEED TO BE AN EXPERT TO
CREATE BREAKTHROUGHS
The cash register was invented by Jake Ritty, a
restaurant bar owner.
The Kodak Camera was invented by George Ea
stman, a bank clerk.
The Famous Pareto 80:20 Principle was develo
ped by Pareto, a newspaper delivery boy based
on his observations of late deliveries.
MIND EXERCISE 1
Guess the professions of the people making the breakthrough by
matching the column on the left with the correct answer on the right
Creations Professions
1. The modern vacuum cleaner Portrait painter
was invented by Hubert Boot
h
2. The first flying airplane was i
Bridge builder
nvented by the Wright Broth
ers
3. The telegraph and Morse Co
de was invented by Samuel Bicycle repairmen
Morse
4. The telephone automatic swi
tching system was invented Funeral director
by Almond [Link].
Answer for Mind Exercise 1
Creations Professions
1. The modern vacuum cleaner was Portrait painter
invented by Hubert Booth
2. The first flying airplane was inven
ted by the Wright Brothers Bridge builder
3. The telegraph and Morse Code
was invented by Samuel Morse
4. The telephone automatic switchi
ng system was invented by Almo Bicycle repairmen
nd [Link].
Funeral director
Source : [Link] Kam Keong, PhD
Steps in the Creative Process
Step 5 : Verification, Development
& Application
Step 4 : Eureka
Step 3 : Incubation
Step 2 : Thinking Process
Step 1 : Opportunity or problem
recognition
Step 1
Opportunity or problem
recognition (Applying Existing
Knowledge)
The person discovers a new opportunity exi
sts or a problem needs resolution through k
nowledge from 5 sense (ear, hand, mouth, n
ose and eye).
Step 2
Thinking (Preparation)
The person concentrates on the problem or
the opportunity and becomes immersed in it,
recalling and collecting information that
seems relevant and dreaming up
alternatives without refining or evaluating
them.
Mind-mapping process involved
Step 3 Incubation (Relaxation to
Gather Idea)
The person keeps the assembled
information in mind for a while.
The person may not appear to be working
on the problem actively, yet the
subconscious mind takes over.
Step 4 Eureka (Moment of
Inspiration)
The idea hatched after the incubation
period. Eureka is a Greek word that means I
found it. Any idea which exist from
brainstorming, new connection and idea
from breaking common rules were known as
Eureka
Step 5
Verifying , Development,
Application
Verification procedures include gathering
supporting evidence, logical persuasion and
experimenting with new ideas. Development
will ensures that an idea is successfully
carried through. Application is required to
feel the idea and to solve the problem
MIND EXERCISE 2
Bette Nesmith struggled with the new electrical typewriter when she m
ade plenty of mistake until her waste-paper basket was full of incorrectl
y typed letter. He was unable to finish a single letter at the end of the d
ay. She was trying hard to overcome by carefully typing the the machin
e pad but mistakes always occur. She gave up and switched her thoug
hts into favorite hobby painting. During painting she made a mistake an
d now an idea suddenly flashed into her mind that in her art training cla
ss she had learned to paint over mistakes with special paint called Ges
sco. Eureka!!!. She immediately find the Gessco which was actually wh
ite pain uses small paintbrush to paint over her mistakes. Thus the corr
ector fluid, Liquid paper was born. In 1972, she sold to sold the compa
ny (Gillete Corporation for US$50 million).
Explain the story above with 5 steps of creativity.
Characteristics of Creative People
Individuals differ in their ability to be creative.
Highly creative people tend to be more original than
less creative people.
Creative people tend to be more flexible than
noncreative people – they are able and willing to shift
from one approach to another when tackling a problem.
They prefer from complexity to simplicity and tend to
be more independent than less creative people,.
They are motivated more by an interesting problem
than by material reward.
They will work long and hard on something that
intrigues them
(Source : James A. F. Stoner)
Characteristics of Creative People
From Keuning, D.
has unusual ideas;
spends a lot of time on analysis and explanation;
often deviates from established ideas;
sees himself or herself as being different;
has a rich and fanciful fantasy and a clear insight into re
ality.
can quickly produce a large number of ideas
End of Chapter 1
By now student should understand:
Definition and dimension of creativity
Reason to be creative
Breakthroughs can be achieved also by
ordinary people
Steps in the Creative Process
Characteristics of Creative People
REFERENCES
Keong, K. (2000) You are creative. Malaysia
: Mindbloom [Link]
John, A. (2009) The art of creative thinking:
how to be innovative and develop great idea
s. London: Kogan Page
Lucas, B. (2001) Power Up Your Mind
London: Nicholas Brealey Publishing.