Creativity Techniques

Applying creativity to your career

Creativity in the workplace is the next step up from problem solving. It is a real asset to job hunters, if they can show how they bring additional value to the employer, and prove a dollar value to that creativity. Having creativity skills can help you devise creative and imaginative solutions to problems, and help you to spot opportunities that you might otherwise miss.

Before you continue, it is important to understand what we mean by creativity, as there are two completely different types. The first is artistic creativity, which is more born of skill, technique and self-expression. The second is technical creativity, where people create new theories, technologies or ideas. This is the type of creativity we are going to discuss here.

Approaches to creativity

There are two main strands to technical creativity: programmed thinking and lateral thinking. Programmed thinking relies on logical or structured ways of creating a new product or service. Examples of this approach are Morphological Analysis and the Reframing Matrix.

The other main strand uses 'Lateral Thinking'. Examples of this are Brainstorming, Random Input and Provocation. Lateral Thinking has been developed and popularised by Edward de Bono.

Programmed Thinking and Lateral Thinking

Lateral thinking recognises that our brains are pattern recognition systems, and that they do not function like computers. It takes years of training before we learn to do simple arithmetic – something that computers do very easily.

On the other hand, we can instantly recognise patterns such as faces, language, and handwriting. The benefit of good pattern recognition is that we can recognise objects and situations very quickly. Imagine how much time would be wasted if you had to do a full analysis every time you came across a cylindrical canister of effervescent fluid. Most people would just open their can of fizzy drink. Without pattern recognition we would starve or be eaten.

Unfortunately, we get stuck in our patterns. We tend to think within them. Solutions we develop are based on previous solutions to similar problems. Normally it does not occur to us to use solutions belonging to other patterns.

We use lateral thinking techniques to break out of this patterned way of thinking. Lateral thinking techniques help us to come up with brilliant and original solutions to problems and opportunities.

It is important to point out that each type of approach has its strength. Logical, disciplined thinking is very effective in making products and services better. It can, however, only go so far before all practical improvements have been carried out. Lateral thinking can generate completely new concepts and ideas, and brilliant improvements to existing systems. In the wrong place, however, it can be sterile or unnecessarily disruptive.

Being creative may just be a matter of setting aside the time needed to take a step back and allow yourself to ask yourself if there is a better way of doing something. Edward de Bono calls this a 'Creative Pause'. He suggests that this should be a short break of maybe only 30 seconds, but that this should be a habitual part of thinking. This needs self-discipline, as it is easy to forget. Creativity is sterile if action does not follow from it. Ideas must be evaluated, improved, polished and marketed before they have any value.

In modern workplaces, work is not as scripted as it used to be. Initiative and good ideas are now much more appreciated than before. Ideas are invaluable, and so are employees who can get more value out of the endless possibilities of new systems.

At interviews, you may be asked if you were ever introduced a new method, idea or added value to your work. You most likely have, although you may not have realised that you were contributing an added value to your work. Most value adding is about dealing with volumes of work, and that is how efficiency is achieved. It is a natural use of creative skills to make work easier and more productive.

So if you have come up a better way of doing things, or a more efficient or obviously faster way of doing your work, this is a good example of displaying creativity at work.