Creative Reaction

Supposedly it’s “common sense” that critical thinking suffocates creativity. Mark McGuinness has a great essay over at Lateral Action explaining how and when critical thinking plays a role in the creative process. Most importantly, he defines “creativity”, “creative thinking”, “critical thinking”, “criticism”, and “negative criticism”.

He also touches on a hugely important issue – that of corporate culture. Sadly, there are organizations that punish for mistakes, “wrong answers” and even attempts to innovate. (Click here for related articles.)

One company that successfully combines creativity and critical thinking is Pixar Animation Studios, in its extremely iterative process, where each animator’s work is screened in front of the entire department and all are encouraged to comment. (Now, you must first understand that a core value at Pixar is creating an atmosphere of trust, and people at all levels help one another.) According to Pixar President Ed Catmull these screenings offer many benefits:

1. Once people get over the awkwardness of showing their unfinished work, they become more creative
2. The director or creative leads can communicate important objectives to the group as a whole
3. creatives learn from and inspire one another to do their best

So Mark McGuinness is clearly on to something here; “the function of critical thinking is to make something better. Used wisely, your critical faculty is one of the most powerful creative tools at your disposal”

Some excellent advice from 37Signals, which compares workplace hiring to parties.

If you have a roomful of strangers, “the conversation is dull and stiff. You make small talk about the weather, sports, TV shows, etc. You shy away from serious conversations and controversial opinions.”

A company like this generates bland ideas and bland service. Read to find out how to avoid this.

The Heart of Innovation features this brainstorming primer. A post with two LONG lists; twenty-six brainstorming failures, then twenty-six antidotes/opposites.

Life is too short for negatives. Skip down to the positives. Creativity will flourish given constraints, focus, ground rules and conditions.

“When forced to work within a strict framework the imagination is taxed to its utmost – and will produce its richest ideas. Given total freedom the work is likely to sprawl.”
- T.S. Eliot

As tired as I am about “boxes” and “thinking” both in and outside of them, Think Inside a Self-Constructed Box an article on effective brainstorming by the folks at Behance is based on research and deserves mention. They offer the following “tips”, though I think they’re being modest; these are success ingredients:

1. Keep the brainstorming groups small (ideally four people or less).
2. Gather people from different backgrounds, experiences, and interests.
3. Ask questions to build context, a brief, and core values, all to ”frame” the discussion.
4. Have a singular goal. For multiple decisions, hold multiple specific sessions.
5. Leave the meeting with “Next Action” steps.

With the time pressures faced by creative businesses on a daily basis, we would all benefit from more effective brainstorming.

Pure schadenfreude. This tale of a well-meant, but poorly implemented idea is equally delightful and cringe-worthy. Paint Chips tells the story of the Esquire, “a building of high-end duplexes and spacious lofts”, where the “building’s board decreed that each floor would be allowed to choose the exterior colors of their doors, as well as each door’s jambs, lintel and sill.”

The building’s tenants are largely creative & intellectual types and no framework for the decision was mandated. At the time of writing, 16 months later, only one of the seven condo floors had reached consensus.

This well-written account has so many lessons, it’s simply too hard to pick one, though if I have to, it would be that constraints are a necessary and healthy component of creativity. Add your own in the comments.