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Creativity and Design Thinking 2012 SM MD
- 1. Creativity and Design Thinking for Change Management Steve McLachlan Mike Di Tizio February 2012
- 2. Need for Creativity in Change Management • What’s changed in business – Tech advances – New/opening markets – Increased competition – cloud, virtual, social platforms • What’s stayed the same – Business thinking
- 3. Brain Background • “Hemispherical thinking” defined in ‘50s • Left brain half – analytic, rational, sequential • Right brain half – nonlinear, intuitive, visual
- 4. Left Vs Right Directed Thinking • We use both halves everyday • L Directed Thinking (LDT) defines our current workplace • Technology, outsourcing replacing LDT functions • Promote right brain thinking to thrive
- 5. Need for Creativity • Creates products of worth and value • Builds collaboration, stronger teams, healthier workplace • Creativity helps companies adapt and thrive
- 6. What Creativity Does • Asks “what if…?” • Takes creative leaps • OK to FAIL • 3 strengths/threats: – fluctuation – Imbalance – disturbance;
- 7. Jump Starting Creativity • Exercises to engage Left Brain Thinking to trigger creativity – Basic design thinking theory – Creative exercises – Assignment – Change management creativity assignment “Every really new idea looks crazy at first”
- 8. Tips for Sparking Creativity • Research Inspirational Websites – www.abduzeedo.com (Art and Design) – www.denzomag.com (Art and Design) • Search Google Images for Common Words – Ex. Sustainability Campaign (Search words related, such as “Green” or “Tree”. – See what comes up – Anything Can Spark Creativity
- 9. CREATIVE PROCESSES “Creativity is inspiration coupled with initiative”
- 10. Two Major Processes • Design Thinking and Mind Mapping • Used in – Business – Engineering – Advertising and marketing – Product development – Consultancies • Holistic thinking • Left brain structure with right brain creativity
- 11. Design Thinking 7 distinct stages: 1) Define • Decide issue ,resolution, audience, deadline, end goal, terms 2) Research • Review issue’s history, obstacle, previous attempts to resolve, supporters and critics 3) Ideation • Generate as many ideas as possible 4) Prototype • Combine, refine ideas ; create and present working prototype 5) Objectives • Review and select the powerful ideas. 6) Implement • Determine resources, plan and assign tasks, execute and deliver 7) Learn • Measure success, discuss improvements , document
- 12. Mind Mapping • Based on Leonardo da Vinci’s method of storing notes • Mimics organic thinking process • Uses impressions, key words, images, connections, not data • Non-linear, branching, organic structure
- 13. Mind Mapping: How To • Draw symbol of topic at page center (e.g., hospital) • Write basic key words associated with the symbol (care, patient, medicine, technology, staff, transport)
- 14. Mind Mapping: How To • Draw branches from central image, place key words on each • Key branch will then generate other associations branching off further
- 15. Creativity Rules 1. Go for volume of ideas, not quality 2. Do not judge or debate ideas 3. During brainstorming, have one conversation at a time 4. Reserve judgment and maintain neutrality 5. Set aside emotion and ownership of ideas. 6. Be unafraid of disassembly 7. The most practical solution isn't always the best. 8. FAIL OFTEN, FAIL BETTER
- 16. “Play is our brain's favorite way of learning.” CREATIVE EXERCISES
- 17. NEWSPAPER • Exercise; Divide group in teams. Give a newspaper page to each team. • Based on an article on their page, each team must develop a one act play to present to the group • No clues!
- 18. DRAW-A-MATIC • Exercise: Divide into 2-person teams. Start with 10 blank index cards. Person A quickly draws a squiggle on the card, hands it Person B, who has 10 seconds to make something out of the squiggle. • Time: 10 seconds maximum, for 2 minute limit. • When 2 minutes are up, switch roles and repeat.
- 19. Change Management Process • Creative Brainstorming – Company Branding – Determine Goals of CM Project • Sustainability • Security • Savings – What are the Deliverables? • Communications • Posters • Brochures • Machine Labels • Incentive Program • Training Plan • Training Materials
- 20. Company Branding • Company Style – Shapes • Boxlike • Flowing – Logo • Colors • Imagery – The Look and Feel of the Brand Determines the style of the design and imagery used to keep consistency.
- 21. Determining Goals of Project • Depending on the Project and the Goals there are different images and Ideas that come into play • Sustainability – Green – Trees – Grass – Environmental Colors • Security – Locks – Safety – Guard Dog • Savings – Money – Scales (Weighing the Differences)
- 22. Importance of Creativity When Working With Others • Change Management Affects a lot of people • It is very important for everyone to think creatively • Everyone is different and have multiple life experiences which can help the creative process • No input is bad input • Even if an idea doesn’t work it can spark an even better solution through word association
- 23. Change Management Creative Example • University of Miami • Inspiration • Cut paper style • Layering • Paper creates the environment
- 24. Change Management Creative Example • University of Miami • Water/Beach Theme – Related to Miami • Sustainability Campaign – Environment made out of paper – “What you Don’t Use Can be the Difference”
- 25. CREATIVE ASSIGNMENT Design a Logo
- 26. Design a Logo • Create a Logo of a company from one of the following categories 1. Food and Drink 2. Finance 3. Health 4. Entertainment 5. Education • Pick any Topic from the 5 above • Use any Name you want • Use any imagery relating to your topic • Once you have picked your topic and name write down at least 20 words/images relating to the name of your company • Pick the Imagery you think would work best • Come up with a slogan • Start Sketching your logo
- 27. Examples of Creative Logo Design
- 28. Examples of Creative Logo Design
- 29. Selected reading • A Whole New Mind, Daniel H. Pink, Riverhead Books • Walking in This World; The Practical Art of Creativity, Julia Cameron, Tarcher Putnam Books • How to Think Like Leonardo da Vinci, Michael Gelb, Delacorte Press • The Creative License, Danny Gregory, Delacorte Press • Drawing on The Right Side Of The Brain, Betty Edwards
Notas del editor
- What’s changed in businessAdvances in technology – computing power, accessibility, portability, penetration into cultureNew or opening markets – Pacific Rim, Orient, Mideast, The Americas, plus 24/7 marketIncreased competition – small to midsize companies keeping pace with multinationals, New platforms – cloud, virtual, social platformsWhat’s stayed the same for most large corporations is Business thinking – logical, analytical, step-by-step, rules-based thinking. However, today’s business climate is changing….
- “Hemispherical thinking” coined by Prof. Roger Sperry in 1950, awarded a Nobel Prize in the 80’s for his work studying epilepsy patients. He discovered the brain ‘s left and right hemispheres are specialized in different tasks. Left brain half – governs logical, analytic, rational, sequential and process based functions Right brain half – governs nonlinear, intuitive, visual, musical and artistic abilitiesThis is defined and L directed thinking vs. R Directed thinking.
- You may ask, what’ your point? Every individual uses both halves of their brain in everyday life in varying degrees for different functions.Where left brain functions would include balancing your checkbook, public speaking, attention to details and critical thinking, right brain functions would involve composing music, inventing new products, and big picture thinking.L Directed Thinking has built the 20th century workplace and has given us tools to succeed as business people, technicians and knowledge workers. However, we’re now using software that is replacing our left brains by doing sequential, logical work that can be reduced to a spreadsheet, to a script, to a formula, to a series of steps that has the right answer.We need new skills here. We've entered a conceptual age, where meaning and harmony, design and purpose are going to be more significant to the world than formulaic thinking and activities.Business thinking (LDT) doesn’t yield creative thinking; it works against itWe need to talk to the other half of our brains, and promoter R-Directed Thinking.
- Why do we need creativity in a business?Creativity helps us designsomething that has significance as well as usefulness in the world. From voice recognition software to child proof caps to lighter and stronger airplanes to more fuel efficient engines in our cars, creative can solve almost all of the big problems facing us. Plus it can connect people, technology and systems together in ways they have done before.Creativity can brings about high levels of team effectiveness, collaboration, and positive shifts in organizational culture. By leveraging our creative capital, we can boost innovation in individuals and teams that can result in healthier, happier workplace where we do better, more meaningful work from new product ideas, development processes and business strategies;Creative based organizations can sense,respond to and adapt to change and thus bettermanage their future. Work environments that fostering creativity,innovative problem-solving and consistent breakthrough thinking can find innovative solutions to complex problems that affect company longevity.Creative approach and philosophy are applicable for the individual, small office or multinational business. The Demand for creative thinking in business is greater than ever.
- Engaging in creative thinking asks, “what if…?” It poses questions to solve pressing problems.Creativity bypass roadblocks and obstacles that upset the rational/logical mind. By not being bound to linear thought processes, creativity can indulge in scenario-building, roleplaying, and jumping backward and forwards in the creative development process.It grants license for the creative to be curious, to explore, experiment and most importantly….TOFAIL. Failure is nothing more than the creative process seeking a successful conclusion by trying out all possibilities; good, bad, better, and crazy.Creativity thrives on fluctuation, imbalance and disturbance; three major threats to any organization
- Used By IDEO, world renowned design firm that developed the Steelcase Node Chair, Palm V., Contour USB Blood meter, and Zyliss ergonomic kitchen tools, DefineDecide what issue you are trying to resolve.Agree on who the audience is.Prioritize this project in terms of urgency.Determine what will make this project successful.Establish a glossary of terms.ResearchReview the history of the issue; remember any existing obstacles.Collect examples of other attempts to solve the same issue.Note the project supporters, investors, and critics.Talk to your end-users, that brings you the most fruitful ideas for later design.Take into account thought leaders' opinions.IdeationIdentify the needs and motivations of your end-users.Generate as many ideas as possible to serve these identified needs.Log your brainstorming session.Do not judge or debate ideas.During brainstorming, have one conversation at a time.PrototypeCombine, expand, and refine ideas.Create multiple drafts.Seek feedback from a diverse group of people, include your end users.Present a selection of ideas to the client.Reserve judgment and maintain neutrality.Create and present actual working prototype(s)ObjectivesReview the objective.Set aside emotion and ownership of ideas.Avoid consensus thinking.Remember: the most practical solution isn't always the best.Select the powerful ideas.ImplementMake task descriptions.Plan tasks.Determine resources.Assign tasks.Execute.Deliver to client.LearnGather feedback from the consumer.Determine if the solution met its goals.Discuss what could be improved.Measure success; collect data.Document.
- Mind Mapping is A whole brained method for generating ideasBased on Leonardo Da Vinci’s method of storing notes and informationMimics the natural path of our thinking process on paper – impressions, key words, images Uses a non-linear, branching, organic style of