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Oct 2, 2019

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  • Problem Andrew found was that people in certain industries would come into creativity seminars with the impression that they did not require creativity
  • There are more psychopaths in corporate positions than there are in British prisons
  • Micromanaging and control in workplaces puts a damper on creativity

The cookie Story

  • Andrew was trying to force a creative opening for a speech he was giving
  • He notices that every time his son took a bite from a cookie, he would say it looks like different things
  • Andrew realised that whereas a kid is naturally creative, he was trying to force it as an adult

Creativity vs correctness 

  • Went into a school to survey creativity
  • When asked, kindergarten children keenly all put their hands up
  • By year 12, just one child put their hand up
  • The key difference was that as we age, we are rewarded for being correct and not creative

Nature of creative workshops

  • Andrew says that creativity workshops do not require artistic ability
  • This makes people more open to participating
  • the specific type of creativity Andrew works on is the making of connections between things to help businesses
  • eg: premium grease company needed customers to change grease more often. With Andrews help they made a connection to a toothbrush that changes colour when it is ready to be replaced and adapted the idea to their product

The creative class

  • the creative class is a group of people whose way of thinking can greatly benefit a company
  • this class is naturally attracted certain cities and countries
  • to attract creatives a business needs existing talent, technology, a high level of tolerance to diversity

What does it cost to revive creativity?

  • Andrew found that workshops and seminars were often boring during the day and drinking/partying at night
  • He also asks businesses to consider that all the attendees have an hourly rate and will cost employers productivity
  • The more important question he says is, what will it cost to not be creative?

The creativity killer

  • Andrew gave talks where a boss assumed they did not require the training his employees were receiving
  • When he returned, the first group presented enthusiastically, but the boss was far from open to the team’s ideas
  • Every group successively presented with less enthusiasm and felt less confident in their ideas

Critical vs creative

  • As important as creativity is, critical thinking is also required to test creative ideas and actually make sure it works

7 creativity killers

  • Control
  • Fear
  • Pressure
  • Narrow Mindedness
  • Apathy
  • Insulation
  • Pessimism

Top tip from Andrew

  • Give up on forcing innovation until culture and mindset have changed to cater for creativity

Links and recommendations


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