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Business Creativity & Innovation

Creativity – Why It Pays To Be Inefficient

This seems an odd thing to be calling for, especially when trying to sell the idea of creativity to businesses. Generating ideas for a purpose consists of divergent and convergent phases but our brains cannot handle divergence and convergence simultaneously without exploding!! Have you ever tried sitting in a group brainstorming to solve just one problem. It probably failed, partly because you selected the wrong technique but also because you were trying to do 2 things at once. Separating these phases will help but will introduce inefficiency. You will generate many more ideas (good) but you may have to spend more time sorting them out (not so good).

We also tend to build a framework around our idea generation sessions, partly because we wish them to be focused. But these restrictions on the problem/process will also have an effect on ideas and solutions generated. If you lead people down a particular path, do not be surprised if their ideas only reflect the scenery observed from the path! People must be allowed to wander off piste a little.

There is also pressure to jump from the normal state of creating relatively practical ideas to creating wacky ideas. If this is what you need to do then you will need to build up to it. People need a little practice in the techniques that they use and also some time to realise that they have permission to leave normality behind. For this reason I find that a 2 day session is better than 1, the most useful being day 2 and day 1 almost being a warm up.

To obtain maximum inefficiency:

  • Allow time for distinct divergent and convergent phases
  • Ensure suitably provocative stimuli
  • Create an appropriate idea management system
  • Use an experienced facilitator

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