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Roberta B. Ness, MD, MPH
James W. Rockwell Professor in Public Health
University of Texas School of Public Health
Vice President for Innovation
UTHealth
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Presented by the Education, Career Development, and Ethics Program (ECDE) of the
Southern California Clinical and Translational Science Institute (SC CTSI) in collaboration
With KSOM Office of Research Seminar Series & NIH T32HD060549 Training Program
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mms://www.video.sph.uth.tmc.edu/media/ness/innova3ve_thinking_final.wmv
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Improvisation: The Expert Game
• Write a nonsense word on the board
• Ask volunteers to be an expert on the
word
• The word can be “defined” as an
object, action, field of study, etc.
5. What is Innovation?
• Applying a creative
process to produce
something useful
• Surprise in the service of
health or prosperity
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Threats to Mankind Require
Innovation
• Cancer
• Alzheimer’s
disease
• Global warming
• Scarcity of
potable water
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The Route to Normal Science
• Normal science: shared assumptions, goals, rules,
standards
• Shared Paradigms of “normal science”
1) Create avenues of inquiry
2) Formulate questions
3) Select methods within which to examine questions
4) Define areas of relevance
Kuhn
1962
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Anomalies
• Failures of “normal science”
• Discovered by observation that nature has violated
paradigm
• Conceptually assimilated into existing paradigm, if
at all possible
• Sometimes ignored, especially be professional
scientists who have careers allied with dominant
paradigm
Kuhn
1962
9. The Resolution of Revolutions
• New, younger scientific generation
adopts new paradigm
• After period of paradigm testing, new one
is adopted as most explanatory
• Old paradigm disappears from textbooks
so normal science forgets its revolutionary
roots.
• Science as natural selection
• New paradigms are neater, simpler, more
elegant
• Have greater explanatory and predictive
power – better fit with nature. Kuhn
1962
10. Discussion
• Do you have classes
in thinking?
• Do you have a class
in a method for
innovative thinking?
11. Can Innovation be Taught?
• Many believe that innovation is
temperamental and immutable
• De Bono: “thinking is a skill… no
different from any other skill and
we can get better at the skill of
thinking if we have the will to do
so.”
• Schools teach content
information
• Innovative thinking is the method,
not the content
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Does It Work?
Clapham et al: Meta-analysis of 40 studies
Scott et al: Meta-analysis of 70 studies
• 2 – 3X increases in fluency, novelty, and originality
• Improvements in problem-solving, attitude and work
performance
13. Does It Work?
• Structured programs demonstrated
effects independent of:
• Age
• Gender
• Intellectual capacity
• Professional/academic setting
14. Scott, Leritz & Mumford (2004)
Elements of a Successful Curriculum
1. Training should be lengthy and relatively
challenging .
2. Articulation of these principles should be
followed by illustrations of their
application using material based on
“real-world” cases.
3. Presentation of this material should be
followed by a series of exercises,
appropriate to the domain at hand.
16. 20 Questions!
1. One person picks an object to describe
(that person answers the questions)
2. Players ask only “yes” or “no” questions
3. After hearing the answer to the question,
the asker has a chance to guess the
object.
4. The group as a total can only ask up to 20
questions.
5. The player who guesses correctly gets to
think of the next object.
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What is a Cognitive Frame?
• Your normal, habitual way of thinking
• Based on
• Past experiences
• Patterns of assumptions
• Expectations that influence how you interpret information.
• Frames guide human thinking and communication.
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Characteristics of Frames
• Frames are ubiquitous and powerful
• Most of the social context for interactions are frames
• Standing in lines, taking turns to talk, traffic laws
• Frames are not permanent
• They can change over time and with context
• Frames arouse strong emotions
• Out-of-frame ideas can elicit a negative or positive
reaction (ie. Jokes)
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Frames are Ubiquitous
At a restaurant, you expect… What if instead…
1. You order a salad from the server
2. S/he brings your salad
3. You ask for more salad dressing
4. S/he politely brings more
5. You pay the bill and leave a tip
1. You order your meal from the
server
2. S/he brings your salad
3. You ask for more salad dressing
4. Your server scowls and tells you to
get it yourself!
Is this what you expect at any restaurant? Would that action confuse you?
20. Frames are not Permanent
• When would you not expect your server to bring
your salad?
• At a restaurant with an open salad bar.
• When would you not expect the restaurant to
serve food?
• If it were a bar
• When would you expect to get paid for eating at
a restaurant?
• If you were a Secret Shopper for the franchise.
• When would you not expect to leave your
server a tip?
• At a banquet or reception
21. Frame Arouse Strong
Emotions
• How do you feel about the idea of removing
all traffic signs and signals from corners and
intersections?
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Emotions
• Several European cities are trying this as a
strategy to force drivers to focus on their
immediate surroundings rather than on external
cues.
• Do you think this will make streets safer?
23. Break the Norm
• How would you react if someone started
singing opera in the library?
• How would you react if someone showed up
to a holiday party dressed as the Grim
Reaper?
• Would you feel safe if your bus driver were a
16 year old?
• What about these scenarios would appear
odd to you?
24. Paradigm Shift
• Frame shifting can be a useful tool
for reorganizing and rearranging
ideas to:
• Help increase the number of ideas
• Maximize generation of innovative
concepts
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Frame Shifting
1: Frame- Viewed as the emergence from a source, like the birth
of a child from it’s mother
2: Consequences- Ideas are nurtured and defended like children.
Scientists defend their reasoning even when it does not fully
explain all observations.
3: Alternate frame- Ideas should be spawned, then left to fend for
themselves.
4: Consequences of alternative frame- Generate novel concepts,
but let others try to defend or refute them. However, if we
don’t defend them, perhaps no one else will.
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Think Outside the Parameters
• During a visit to a mental asylum, a visitor asked the
Director what the criteria is that defines if a patient should
be institutionalized.
• "Well," said the Director, "we fill up a bathtub. Then we offer
a teaspoon, a teacup, and a bucket to the patient and ask
the patient to empty the bathtub."
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Answer:
Pull the plug…
Think
outside
of
the
parameters
given
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Think Outside of the Parameters
What is 3/7 chicken, 2/3 cat and 1/2 goat?
3/7 CHICKEN + 2/3 CAT + ½ GOAT =
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ANSWER?
CHICAGO
3/7 chicken= CHI
2/3 cat = CA
1/2 goat= GO
Chicken,
goat
and
cat
are
not
just
animals
but
also
words
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What’s a metaphor?
“The
essence
of
metaphor
is
understanding
and
experiencing
one
kind
of
thing
in
terms
of
another.”
–George
Lakoff
and
Mark
Johnson
34. Argument Is War
• Your claims are indefensible
• He attacked every weak point in my
argument
• His criticisms were right on target
• I destroyed his argument
• I’ve never won an argument with him
• You disagree? Okay shoot!
• If you use this strategy, he’ll wipe you out
• He shot down all of my argument
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Alternative Metaphor
• Imagine a culture where:
• Argument Is Dance
• Balanced, aesthetically pleasing
• Participants are performers
• Collaborative, mutually
beneficial
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Frame-Shifting Strategy Review
Step 1: Develop
an awareness
of the current
frame by noting
metaphors
Step 2:
Consider
consequences
of the current
frame
Step 3: Devise
an alternate
frame using
metaphors
Step 4:
Consider
consequences
of the
alternative
frame
38. Metaphors for Death
• Death is…
• A deep sleep
• An awakening
• The void
• A journey
• Forgetting
• What are consequences?
39. Reframing Exercise
• Given the metaphor Life Is
Sacred
• Death is viewed as a medical
failure
• Death is failure
• How can you reframe Death to
encourage advance directives
care consultations?
• What metaphor could you use?
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Reframing Exercise
• “In this world, nothing can be said to
be certain, except death and taxes.” –
Ben Franklin
• Analogy intended to highlight inevitability of
taxation
• Taxation is like death
• By inverting it, we can emphasize the
bureaucratic aspects of dying.
• Death is like taxation
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Thinking Outside the Box
• Death
and
taxes
• Tax
form
for
advance
direc3ves
42.
43. Exercise in Observation
• Put away your cell phone, out of
sight and take out a piece of
paper and pen
• Draw the face of your cell phone,
again without looking
• How close are the two – your
memory of how your phone looks
versus actuality
44. Observation in Innovation
• Observation à See anomaly
• Anomalies accumulate à New
discovery
• New discovery à New theory
• New theory à New experiments
• New experiments à New observations
• New observations à New anomalies
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Selective Attention
• Attention is limited
• Can be selected by choice
• Predisposed by habit
• Generally geared towards utility – one
sees what is needed to be seen to
perform some task
• Allows order in midst of countless
variables/inputs
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Attention – Demo 1
• In performing an experiment like this one on
man attention car it house is boy critically hat
important shoe that candy the old material
horse that tree is pen being phone read cow by
book the hot subject tape for pin the stand
relevant view task sky be read cohesive man
and car grammatically house complete boy but
hat without shoe either candy being horse so
tree easy pen that phone full cow attention book
is hot not tape required pin in stand order view
to sky read red it nor too difficult.
47. Biased Attention
• Illustrates
the
mind’s
habit
of
ordering
what
is
seen
into
par3cular
interpre3ve
frame.
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Optical Illusion
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Biased Attention
• Diallo
is
the
vic3m
of
a
tragic
police
shoo3ng
• Police
“saw”
Diallo
reach
for
a
gun
when
he
was
really
reaching
for
his
wallet
• Police
did
not
see
his
terror
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Exercises to Improve Observation
• Devise a new way to observe the room
where you now sit
• Stand on a chair; lie down so your eyes
are at the floor level; turn off some of the
lights; find interesting angles
• What do you see?
51.
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Exercise on R&R
• Take two objects
• Combine and rearrange them to form
something new
53. R&R Purpose
• To expand your idea space and
generation
• To help you think outside of the box
• To increase the number of
alternatives
• To manipulate and massage ideas in
new ways
54.
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Adopt a New Perspective, Examples
• Rumor has it that Thomas Edison’s front gate
doubled as a water pump
• From the perspective of needing to draw up water, the
gate could gain another use
• USB data cables transfer not only data but also
energy
• From the perspective of needing an electrical supply for
whatever is attached to the USB, the USB could gain
another use
56. NeoNurture
Problem: 1.8 million babies die each year from
low birth weight that could be treated by
working incubator
Non-feasible/non-viable solution: Conventional
incubators cost $30k, require specialized
labor to repair – neither of which exist in
great quantities in Low, Middle Income
Countries
Feasible/Viable solution: cheaper incubator,
built from scrapped car parts
57. NeoNurture
• Dashboard fans for
circulation
• Signal lights and door
chimes for alarms
• Car Battery-powered
• Headlight for heat
source
• Repairable by
automobile mechanics
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Adopt a New Perspective, Exercise
• Consider your problem from the perspective
of:
• A person with your disease of interest
• A medical doctor
• A marketing executive
• A preschool teacher
• A homeless person
• A pop icon
• A contemplative monk or nun
59.
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Expand Your Perspective
Rube Goldberg Machine
• Uses the most complicated way to complete a simple task
• Highlights alternative pathways
• OK Go’s “This Too Shall Pass” Rube Goldberg Machine Video
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Tools: Expansion
— Shipping: How to make more economical
at sea?
VERSUS
: How to reduce costs?
62.
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Shrink Your Perspective
• One small aspect can have a huge
impact on the whole
• Change the small aspect, change the whole
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Shrink Your Perspective, Examples
What are some other examples of a larger
thing affected significantly by a smaller
feature?
• Bridges held up by a few pillars
• Lipid levels and CVD
• Vaccine and infection diseases
• Others???
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66.
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Reversal
• Flip-it!
• Thinking Backwards
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Reversal
• Spencer Silver, 3M employee,
developed a high-quality but low tack
glue to cover a board
• Glue on board would allow papers to stick to
board
• Glue on papers would allow them to stick to
anything
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Tools: Reversal
• Medicine: Presence of Disease
• Public Health: Absence of Disease
• Implications for obliviousness to
absence
• Hard to get people excited
• Hard to get compliance
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Reversal Exercise
• Take a statement you consider to be true
(aging implies loss)
• State its converse (aging implies gain)
• Make a strong argument for the
converse
71.
72. Analogies
• A comparison between things,
concepts, or relationships
• Examples
• Cool is to cold as ______ is to hot
• Cool:cold::______:hot
• How is a sock like a sweater?
73. Analogies in Science
• Often used to understand, explain, or explore
unknowns
• Example:
• Niels Bohr’s analogy between the solar system and
an atom
74. Analogy Exercise
• Divergent thinking exercise
• Think of as many answers as possible
• Get in small groups
• How is marriage like a matchbox?
• How is history like a mango?
• How is photosynthesis like a
symphony?
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Novelty and Flexibility
76. Purpose of Novelty Techniques
To
provide
a
deliberate
method
for
genera3ng
innova3ve
ideas
• To look at things in different ways.
• Concerned with changing perceptions and
concepts.
• Deliberate and formal process
• Tools to bypass frames
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How do we typically jump frames?
• Humor
• The escape from one cognitive frame into another
• Involves surprise—like innovation
• Serendipity
• Alexander Fleming’s discovery of penicillin in 1928
• Mistakenly left open a petri dish
• Contaminated by mold
• Noticed halo of inhibited bacterial growth around mold
• Serendipitous opportunities often missed
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Add a caption
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"Would it kill you to ask for directions?” Joel
Allen, N.Y.
"Not tonight, Harry, I'm carsick.” Suzy
Stayman.Mass.
"This is moving too fast for me.” Augusta Meill.
Mass.
80. PO: Provocative Operation
• A provocative idea put forward
• To see
• What it leads to
• What effect it has on our thinking
• Not an end in itself
• Can be illogical
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Edward de Bono
Originator of the
concept—and formal
tools—of Lateral
Thinking, which is now
a part of language
enjoying an entry in
the Oxford Dictionary.
born
19
May
1933
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PO Exercises
• Screening should be expensive
• Pets should be taxed
• People should have a “shelf life” based on
objective functional criteria
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Benefits of Working in a Group
• Provides different perspectives
• Provides the opportunity to collaborate with
individuals with different experiences and
backgrounds
• Provides a balance of psychological strengths and
weaknesses
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Possible Team Members
• Doers:
• Always questions feasibility and implementation
• Obsessively focused on step-by-step logistics
• Dreamers:
• Many new ideas, but never complete them
• Not good at meeting deadlines
• Rule-bound, rigidly organized, and highly task-oriented
• Incrementalists:
• Can both conceive and execute ideas
• May have too many irons in the fire
Making
Good
Ideas
Happen,
Belsky
85. Individual Brainstorming
Class Activity
1. Construct the question/problem
2. Cover the wall with butcher Paper or Post-its
3. Don’t inhibit your ideas with judgment
4. HAVE FUN!
86. PIG In MuD
• Problem based on observation and
knowledge
• Identify frames
• Generate all possible solutions
• Meld best idea back into normal
science
• Disseminate
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Step 1: Identify the Problem
• Plausible
• Actionable
• What, when, where, who and why?
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Step 2: Know the Facts
• Review literature
• Observe!!!
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Step 3: Identify the Frame and Find
Alternatives
• Appreciate the expectations and
assumptions in your normal approach
to the problem
• Rephrase the problem to allow for
more solutions
90. Step 4: Generate All Possible
Solutions
Tools:
• Observe
• Reorganize
• Expand
• Shrink
• Reverse
• New Perspective
• PO
• Groups
91. Step 5: Meld Best Idea Back
into Normal Sciences
• Evaluate the ideas with the
greatest potential based on
evidence, scientific and
practical understanding and
cost-effectiveness
92. Step 6: Disseminate
• Consensus on the action
plan for validation
• Disseminate
93. Summary
• Innovative thinking can be taught
• Key is thinking outside frames
• Tools include:
• Alternative framing and metaphors
• Kenner observation
• Awareness of cognitive biases
• Analogy
• Expansion
• Reversal
• PO
• Etc
