Creativity Presentation

Innovation and Enterprise
Week 3 (Tutorial week)

Creativity
School of Engineering and Design
Week 3
plan
The Double Diamond
Innowiz Yellow process
Many Creativity processes
Teamwork
Week 3
Teams (a reminder)
You should now all be in teams.
Week 3
The Double Diamond
Week 2
Forming
the
group
and
finding
the
research
area
Week 4
Week 5
The
assessing creative
widening and
search for
the
defining ideas to
search the
answer
area
search
the
question search
question
Week 3
Week 6
Week 7
Assessing
the ideas
and
determining
concepts
Development
of selected
concepts into
plans for
action
Week 8
Presentations
time
Week 3
Week 3: Widening the search area

What does that consist of?
The widening of the diamond
You start with your rather vague statement.
End up with as many different possible expressions of
it as possible.
Then in the next phase (Week 4) you decide between
them. The narrowing bit of the diamond.
You need to find a way of getting the as many as
possible sorted out This week.
Week 3
Innovation is based on creativity

(among other things)
One aspect of creativity is getting a LOT of different ideas
Another aspect is getting ideas that are different and
original
One way is to get a lot of ideas and remove the boring
ones later
Another way is to deliberately stretch the area you are
looking in
Week 3
Innowiz www.innowiz.be
Methods for innovation
Four sets of processes:
Problem definition
k2
e
e
W
Idea generation
k3
e
e
W
Idea selection
Idea communication
Week 3
Innowiz www.innowiz.be
Problem definition
k2
e
e
W
Idea generation
k3
e
e
W
E
S
O
H
T
E
!
!
S
D
Use the YELLOW methods to find ideas

and ways to stretch ideas
M
e
h
t
Week 3
Question: What is Creativity?

Process of creating something
Developing originality
Introducing novelty
Using brain power to do something new
Week 3
The Icedip process

I
INSPIRATION
CLARIFICATION
EVALUATION
DISTILLATION
INCUBATION
PERSPIRATION
Geoffrey Petty: How to be better at
creativity: Keegan Page, 1997
Week 3
The Icedip phases

INSPIRATION
you generate a large number of ideas
CLARIFICATION
you focus on your goals
EVALUATION
you look back over your work in progress
DISTILLATION
you look through your ideas and decide

which to work on
INCUBATION
you leave your work aside
PERSPIRATION
you work hard on your ideas
Week 3
Icedip phase 1
INSPIRATION
Getting lots of ideas
I dont believe in
inspiration, because
while one works ones
creativity is opened
Quantity breeds quality
,
u
z
an
M
o
An untidy speculative exploration
m
r
o
o
c
t
a
i
lp
G
u
c
Getting on and doing it, because if
s
IMPROVISATION
you dont, it wont happen
Week 3
Icedip phase 2
IMPROVISATION
Only a
mediocre
Dont let anyone see or hear what you produce
writer is
Never let anyone criticise your work
always at his
Accept every idea you produce
best
God invented the
Dont
be timid:
bold, confident
and positive
giraffe,
thebe
elephant,
the
cat
Work quickly, abandon detail and be quick & dirty
He has no real style. He
Avoid
displacement
activities
just
goes on trying
things.
Leave time before you look at it afterwards
o
S
W
M
t
e
rs
e
m
a
h
g
au
Tell yourself you are just warming up
o
s
s
a
c
i
P
o of improvisation!
No-one hasPever
abldied
Accept defeat in advance
Week 3
Icedip phase 3
Improvisation techniques
Quality bagging: make yourself sketch out two complete
ideas in half an hour each day for a week or two.
Dont worry about completing the idea because its
important to start and see where it leads.
Dont find time to do it: make time to do it.
What happens if your ideas are awful?
Of course they will be awful. What do you expect?
Week 3
Icedip phase 3
Improvisation techniques (continued)
If something works, then

Deliberately include humour (it doesnt have to be
continue to use it; if it
good humour)
doesnt, then stop using
and leads
use antoalternative
Word association games: one itword
another
and youve moved on as it happens. that does
Forced serendipity (or random word input)
Analogy: think of something else like it
d
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F
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Dav d Auto 009
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The
Week 3
Icedip phase 4
Analogy
Direct analogy: direct comparison
Personal analogy: how would I feel if I were physically
there doing that job
Poetic analogy: it isnt really like that at all, but you can
pretend
Fantastic analogy: invent fantastic beings to do the job
for you
Close and distant analogies:
Obvious and non-obvious analogies
Week 3
Icedip phase 5
Copying
In Japanese, there is just one word meaning both
to learn and to copy
Japanese learning is by imitation to create
mastery.
Exact and scrupulous imitation of the master will
result in complete understanding of the technique
of the particular master.
Week 3
Trawling
You learn the
general principles
of good practice
Learning
You apply these

general principles in
your work
Why is it
successful?
Example of good
practice
Your work
Copying
Week 3
Trawling Practice
Consider where you can trawl for ideas:
Journals or books Remember the library
Develop your own scrapbook

1?
Ask How does so-and-so do it?
Maximise trawling time by starting long before you

think you need to do it.
presentation in Week
Week 3
Brainstorming
A group process
Aim at producing as many ideas as possible in a given time
(say half an hour)
A warm-up period might help
Get all ideas down as quickly as possible
Welcome all ideas
Judging ideas is not allowed
Ideas are common property: combining and improving
other peoples ideas is encouraged
Week 3
If a brainstorm session flags

Have a one-minute incubation period
Stop and sort out the most wacky idea.
Start again using that as the basis for
(say) ten ideas
Brainstorm a number of the ideas,
asking How would you implement
them?
Week 3
Typical warm-up routines

How many uses can think of for:
A paper clip?
A bucket?
?
s
n
o
i
t
s
e
Sugg
A house brick?
Week 3
Random association
Original
Solution
Goal or challenge
P
Clich
solutions
Start with random word,

develop associations & see where they lead
Week 3
Change focus
Pretend you are someone

else and look at the problem
from their point of view
Week 3
Inspiration mind-set
Self-belief
Be receptive to new ideas
Courage
Be accepting of new ideas
Success-oriented
Be optimistic about success
Playful
Be uncritical develop a taste

for bad ideas!
Bold
Risk-taking
Week 3
Theres no use
trying - One cant
believe
impossible
things
I dare say you

havent had
much
practice!
Lewis Carroll,
Through the Looking
Glass
Week 3
CLARIFICATION
What exactly am I trying to do?
Clarification is
a process,
not an event
What do I want to achieve?

What is my key purpose?
What am I trying to say?
What should the finished work be like?
What exactly is the problem Im trying to solve?
What is my key idea here?
Clarification is about an onHow couldgoing

I exploit the
ideas I have?
search
for meaning or
Where could this idea take me?
purpose rather than working
What could I make of this idea?
out a pre-formulated idea.
Week 3
Open and closed clarification

Closed:
How can I package this product?
I need a new approach to painting
sky
Staff turnover is too fast to get
continuity on long contracts
Open:
I like this shape. What could I do with it?
What sort of personality has this
character got?
How could I improve the efficiency of
my business?
Week 3
Thought-action continuum
Values
Aims
Objectives
Proposals
Plans
Action
Thoug
ht
What you
are trying
to achieve
Philosophic
al
Reasons
Strategic
Tactical
Concrete
ideas
Doing it
Action
WHY?
Stepping
up
Stepping
down
HOW?
How you
are going
to achieve
it
Week 3
Stepping down
(as part of Thought-action Continuum)
I need to design a new toy

HOW?
I could start by looking at whats around at the moment
HOW?
I could find some manufacturers and ask them for
catalogues
HOW?
I could use the internet
Week 3
Stepping up
(as part of Thought-action Continuum)
WHY?
Because
Ive been
asked to
So I can
pass the
unit
So I can
prove I
can do
design
Because
I like
doing it
Because I
have a
friend who
wants one
WHY?
Week 3
So?
So take pride in
heritage
WHY?
So?
So train people to
like it
So?
Sell it for less
Because its an old

style
WHY?
Because the one we make now

isnt making a profit
WHY?

SIDESTEPPIN
Because it was designed a long

time ago
Week 3
Sidestepping words
UNLESS!
Asks for a circumstance where the

statement no longer holds.
OR!
Asks for an alternative to the statement

Challenges the statement
NO!
Week 3
Sidestepping (Unless)
UNLESS!
Each part is
cheap and easy
to make
UNLESS!
Because it has too many

parts
WHY?

Unless we sell more

WHY?

Week 3
Sidestepping (or)
OR..!
Because the parts are
too complicated

parts
WHY?
OR..!
Because we dont sell
enough of them

WHY?

Week 3
Sidestepping (No!)
NO!
Extra functions and gizmos
make a selling point

parts
WHY?
NO!
We are happy
selling it at a loss

WHY?

Week 3
Decision-making compass
Reasons
WHY?
Evaluation
Alternatives
IF THEN
OR!
BUT
THEREFORE
Need, objective or
proposed action
UNLESS!
NO!
Actions
HOW?
SO?
Week 3
Which are you?

Strategist
WHY?
Judge
Innovator
IF THEN
OR!
BUT
THEREFORE
Need, objective or
proposed action
UNLESS!
NO!
Activist
HOW?
SO?
Week 3
In your own time
Look at the supplied PDF on IDEO and Double Diamond

(Moodle / I&E / Class Presentations)
39
Week 3
Next week: Provided on Moodle (No Tutorial remember!)

Diamond 1 Narrowing
assessing and defining the search question In your own self managed
time following the Guest Lecture.
Week 3
Team work
Week 3

Creativity Presentation

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Innovation and Enterprise

Week 3 (Tutorial week)

School of Engineering and Design

Innovation and Enterprise

School of Engineering and Design

Innovation and Enterprise

You should now all be in teams.

School of Engineering and Design

Innovation and Enterprise

The Double Diamond

Innovation and Enterprise

Week 3: Widening the search area

School of Engineering and Design

Innovation and Enterprise

Innovation is based on creativity

School of Engineering and Design

Innovation and Enterprise

Innovation and Enterprise

Use the YELLOW methods to find ideas

School of Engineering and Design

Innovation and Enterprise

Question: What is Creativity?

School of Engineering and Design

Innovation and Enterprise

The Icedip process

Innovation and Enterprise

The Icedip phases

you generate a large number of ideas

you focus on your goals

you look back over your work in progress

you look through your ideas and decide

you leave your work aside

you work hard on your ideas

School of Engineering and Design

Innovation and Enterprise

Quantity breeds quality

you dont, it wont happen

School of Engineering and Design

Innovation and Enterprise

Leave time before you look at it afterwards

Tell yourself you are just warming up

School of Engineering and Design

Innovation and Enterprise

School of Engineering and Design

Innovation and Enterprise

If something works, then

Analogy: think of something else like it

Innovation and Enterprise

School of Engineering and Design

Innovation and Enterprise

School of Engineering and Design

Innovation and Enterprise

You apply these

School of Engineering and Design

Innovation and Enterprise

Journals or books Remember the library

Develop your own scrapbook

Ask How does so-and-so do it?

Maximise trawling time by starting long before you

School of Engineering and Design

Innovation and Enterprise

School of Engineering and Design

Innovation and Enterprise