奥美Creative Problem Solving009.ppt
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1、,Creative Problem Solving,Creative,Creative is the thought process which goes beyond existing structures,patterns,ideas and realities and results in the production of ideas that are new and challenging and inevitably disruptive to the pre-eminence of existing ideas.Professor Judith Robinson ValdezTh
2、e Study and Development of Creative Thinking 1987,Key Mechanisms,Opening up Divergent thinkingClosing downConvergent thinking,Defer judgmentThink of as many ideas as you canBe receptive to all ideasLook for ways to modify or otherwise combine ideasAll ideas to incubate Be systematicClarify and make
3、known your evaluation criteriaAvoid premature closure on dataBe realistic about your problemAvoid killer instruct in evaluating dataDont lose sight of where you are going,FocusChallengeSearchHarvestEvaluate SolutionforFrontAlternativesRunners,?,Patterning,The system pushes uswe must break the patter
4、nsThe right answer-The second and the third right answerThats not logical-it doesnt have to beFollow the rules-Challenge the rulesBe practical-be a magicianAvoid ambiguity-use ambiguity as a development toolTo err is wrong-failure creates opportunitiesPlay is frivolous-play is essentialThats not my
5、area-what can I learn by analogyDont be foolish-challenge group thinkIm not creative-Im creative if I think I am,Where do People Find Most of Their Ideas,Sitting on toiletShowering or shavingTraveling to workDuring a boring meetingDuring leisure readingWhile exercisingOn waking in middle of nightWhi
6、le in churchWhile performing manual labor,Type of Solution,“Previous Problems”,What We NeedToKnow,What We CanOnlyGuess,What We Know Now,What We Could Know Now,“NewProblem”,More ofthe same,More andBetter,More andBetter,SomethingDifferent,Moving The Window of Our Experience,“Previous Problems”,What We
7、 NeedToKnow,What We CanOnlyGuess,What We Know Now,What We Could Know Now,“NewProblem”,Types of Problems,Opportunity:A chance to do think better or differently.You Know where you want to be.it is now a question of working out how to get there.An opportunity is also called a clear brief.Difficulty:You
8、 know what needs to be done but the execution is demanding,exacting or intricate.Usually involves the chance of upsetting people,including yourself.,Dilemma:You seem to have to choose either one way or another,neither of which is likely to get you to where you really want to beMess:A series of inter
9、connected problems that you dont fully understand.There are probably many right answers but you need to unravel complexities and uncertaintiesMystery:Unexplained and often ambiguous deviations from what you expected.you dont know why,What Is TheProblem?,Have we comeacross the sameproblem before?,Wha
10、t are thesuccess criteriafor the solution,Have we comeacross a similarproblem before?,What are theconstraints?,What data dowe have andwhere are thegaps?,How Are WeGoing toApproach TheSolution?,What sort ofblockbustinghelp do we need?,How many alternativesolutions are we goingto look for?,Who blocks
11、arewe likely to hit?,How long will we allow for incubation?,Can weredefine theproblem?,Is This APotentialSolution?,How can weimprove it?,does it meet thesuccess criteria?,What parts ofthe problem doesit solve and notyet solve?,Does it meet theconstraints?,Does it holdtogether?,Which IsThe RightSolut
12、ion?,Can it beimplementedeasily?,Can it bemeasured easily?,Is iteffective?,Is itefficient?,Does it give usan edge?,Better Questions,The greater the degree of turbulence and change,the more we need to rely on a process of better questions and less on experience available for the answers.If we did not
13、 do this already,would we go into it now knowing what we now know?If no then what do we do now?Is there anything you might expect me to know already and which therefore you havent told me,Reframing,Stating a problem in a different way by using terms that are more convenient for your own understandin
14、gReframe 1Rephrasing the problem in your own words so you can get it organized in your mindReframe 2putting the problem in words you can work withReframe 3Making the problem come to youReframe 4Making the strange familiar,Reframing,I want to persuade my client to accept our proposalsHow to persuade
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