To a greater or lesser extent, we all have the potential to generate ideas that go beyond convention. Like any other skill, creative thinking develops with practice.
Five truths about Creativity
It is focused on results
That's right, creativity is not only the ability to give rise to novel, artistic or cool ideas. It also means coming up with new ways of doing things, getting results or achieving a goal through a different method. It's about solving a challenge.
Reason vs. Emotion
As we already said, when generating ideas we look for a particular objective. In every creation process, both the rational factor and the emotional factor of the human being must be considered. Suppose the objective is to position a new product or brand: How would you do it? Would you explain the benefits and operation of the product? Or, would you exploit the restlessness that awakens when learning new experiences? There is no right answer, it's about knowing your audience and highlighting the factor that is most convenient.
Interpretation is key
It's easy to develop a fun and original concept. However, our receivers will only be able to interpret it if it is related to what they know, their experiences or their habits. In this way we will be able to inspire in them the desired reaction. Don't forget: Know your audience.
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Convergent thinking and divergent thinking
Here's why we say that we all have creative capacity. These are two types of thinking, associated with each of the hemispheres of the brain. Convergent thinking is logical and linear, it is what you would use to solve a mathematical operation, for example. Meanwhile, divergent thinking goes towards different paths, looking for several alternatives to solve the same objective. The famous phrase “thinking outside the box” is a clear example of what is divergent.
No type of thinking is better or worse than the other, they complement each other and are applied in different situations, which is why it is advisable to develop both to the maximum.
And finally, the great truth
Creativity does not start from nothing. It is like matter: it is not created, it is only transformed. There is no great idea that did not come from previous ideas or similar concepts. So before dying trying to find the black thread, take some time to look for references and background information. Once this is done, it will be very little time before your big moment of enlightenment arrives and you discover your winning idea.
Tips to boost your creativity
Ok, we already know that we all have the ability to create. Now, where do you start?
Follow these tips to start working on your divergent thinking and unleash the Don Draper within you.
- Always carry a notebook with you, write down all your ideas and keep them organized as much as possible. You can even create your own brainstorm by writing random words.
- Stay away from the computer, phone or any other distraction. Give yourself small breaks to think calmly. Take advantage of times like the commute or the shower to disconnect and free your imagination.
- Never judge or dismiss your own ideas, no matter how absurd they seem. Give yourself the opportunity to make mistakes and learn. The more ideas you generate, the greater the chance of finding the one that will lead you to success.
- Share your ideas, be open to feedback, and surround yourself with creative people who can inspire you.
- Experience new things: Places, music, books, movies, everything. Get out of the routine and expand your horizons. Take a risk.
In summary…
Creative thinking is more than a quality, it is a tool that offers us new paths to reach our destination. But it is not spontaneous or automatically generated, so practice a lot, be patient and, above all, have fun!
