Summary: "[B]ecause we finally understand what creativity is, we can begin to construct a taxonomy of it, outlining the conditions under which each particular mental strategy is ideal." Imagine, page XVIII How does creativity work? The very question is audacious. We see two types of problem-solving: inch by inch, gaining ground on a solution, or the flash of insight, unforeseen. All arts, all acts of human creation are prone to this division. Understanding that creativity is not centered in one portion of our brain, in a single specialized process, but a variety of sometimes unrelated processes,is vital to unlocking its keys. Golden Egg Every Creative Journey Begins with a Problem Hitting a Wall "When we tell one another stories about creativity, we tend to leave out this phase of the creative process. We neglect to mention those days when we wanted to quit, when we believed that our problems were impossible to solve." Imagine, page 6 As recently as 20 years ago, the right hemisphere of our brain was thought to be a pound and a half of wasted space. Researcher Mark Beeman, studying patients with damaged right hemispheres, saw widely varied cognitive problems which that view didn't explain. The immense variation in the kinds of challenges Beeman saw made it difficult to see a connection. Difficult to the extent that Beeman was at the point of giving up when he saw it: the right brain's purpose was exactly what he was trying to do―make connections; the subtle connections between seemingly unrelated things. When we hit a wall, our brain will shift from left to right hemisphere... if we allow it. When our structured logical brain gets out of the way, electric currents in the brain concentrate in the anterior superior temporal gyrus (aSTG) located just above the right ear. This shift leads to those "Aha!" moments we've all had. Our instinct as entrepreneurs is to push through the wall with logic; fact and reason. Persistence wins, after all. When that doesn't work, our other reaction is to give up. Knowing when to do which is powerful. Knowing there's a third option is invaluable. Which brings us to GEM #1. GEM # 1 The Compass to Choosing a Creative Method "What's impressive about such estimates is that people were able to assess their closeness to the solution without knowing what the solution was." Imagine, page 82 We've all done it: bumped into someone whose name we know, but can't remember. Think about that for a moment, though: we can know that the information is in our brain, even when we don't know what the information is right now. You know that you know, even though you don't know at the present moment. When it comes to problems which don't require that hemisphere-shifting-flash we call "insight", our brain is remarkably accurate at assessing whether or not a problem can be solved, and even how close we are to solving it. We can know whether this problem requires persistence, or insight. We don't always know how thick or hard a wall is. When you hit one, push. If persistence gains you some ground, if you feel yourself making progress, this is probably a wall you can break through with sheer determination. Bear in mind this doesn't have to be visible or measurable progress; "feelings of knowing" are hardly measurable with a yardstick or scale. If pushing harder brings feelings of frustration and hopelessness (okay, maybe we don't go that far) then a better method is to walk away for a while. Take a break. Work on another project, or a hobby, or nothing at all. If you can, just look out the window at the beautiful scenery or have a chat with a friend about something entirely different from the problem at hand. Sleep on it. Then try again. And watch for insight. GEM # 2 Embrace Critical Debate and Dissent Because Brainstorming Doesn't Work "[B]rainstorming didn't unleash the potential of the group. Instead, the technique suppressed it, making each individual less creative."
