A lot is written and said about creative thinking these days. Depending on where you’re standing, creative thinking is either:
- the only skill that can make you a living after Artificial Intelligence has taken over everything else
- A commodity you can get for cheap through pitches and crowdsourcing
- Absolutely vital if we want to solve the world’s many problems
- No longer needed now that we have programmatic ads and neuromarketing research
- Something anyone in an organization can do if they follow a few simple steps
And then of course there are people like me, who have the word ‘creative’ on their business cards. My experience is that many people can indeed have ideas. But usually they’re the same ideas. And therefore, not very creative.
Compare it to a cartoonist. Everyone is funny occasionally. Many people can draw. But only a handful of people in the world can draw a funny cartoon six times a week. What makes them different?
Dorte Nielsen and Sarah Thurber have a refreshingly smart yet simple explanation of this in their delightful book The Secret of the Highly Creative Thinker: How To Make Connections Others Don’t.
They use the metaphor of the shower and the funnel. First, a creative thinker will generate lots of ideas without to much focus or critical thinking. Nielsen and Thurber liken this to turning on the shower. Then, once the funnel has filled, the ideas are filtered until the best remain.
Sounds familiar? Here’s where it gets really smart. The funnel has to be full before you turn off the shower. Which is exactly my experience. Most people will ‘turn off the shower’ as soon as they have one or two viable ideas.
And they will definitely run for the taps as soon as someone says something silly. “Let’s not get too crazy now, we already have some good ideas!”.
But they don’t. They have some safe, boring, obvious ideas that they’ve lazily fallen in love at first sight with.
I’ve seen countless people go from ‘let’s come up with some great ideas’ to ‘if it ain’t broke don’t fix it’ within the hour. Only to be disappointed when they found at least five other companies or colleagues had the same idea, claimed the URL, copyrighted the logo and trademarked the pay-off.
Well at least they’ve learned something. You can’t get from obvious ideas to great ones without travelling through the valley of silly ideas.
But Nielsen and Thurber offer hope for everyone. Based on insights from neuroscience, they explain how new ideas are found by making new connections in the brain.
Sounds theoretical? It isn’t. In fact, this book is filled with fun, practical exercises so approachable I did some with my seven year old daughter, and we had a great time.
And as a creative pro with 20 years experience in creative concepting, I have to say the exercises really work. As management and strategy take up more and more time, there’s a real danger of becoming a bit predictable as a creative director. This book really inspired me to turn on that shower again and let the crazy connections flow.
A die-hard Kindle convert, I’m sometimes a bit bummed by BIS Publishers‘ policy of putting out their excellent books on paper only (I want it NOW dammit, even it’s 2 am!). But I have to say they’ve really gone the extra mile to make the book’s design and inspiring as creative as the content.
In other words: highly recommended reading for both creative professionals and professionals who’d like to be more creative.
Just promise me that from now on, you’ll never again turn off that shower tap too soon.