Innovation and CreativityCreativity in Business
Introduction
“Thinkertoys: A Handbook of Creative-Thinking Techniques” by Michael Michalko is a renowned guide for stimulating creativity in a business context. Written in 2006, the book offers a treasure trove of techniques and methods designed to help individuals and teams generate novel ideas, resolve problems, and foster innovation. Through a systematic approach, Michalko aims to demystify creativity and make it accessible to everyone. Here is a structured summary of the key points, techniques, and actionable steps from the book.
Chapter 1: Linear Thinkertoys
Michalko begins by introducing “Linear Thinkertoys,” which are step-by-step processes or algorithms designed to generate ideas in a structured manner. These methods align well with logical, analytical thinking often prevalent in business environments.
SCAMPER (Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse)
- Point: SCAMPER is a method that encourages users to transform existing products or ideas into something new by systematically tweaking them.
- Example: When applied to product development, SCAMPER could lead to combining features from different products to create a hybrid that serves multiple needs.
- Action: Take a current business process or product and apply each SCAMPER step. For instance, substitute a component with another material to see if it’s more cost-effective.
False Faces
- Point: This technique involves identifying and challenging entrenched assumptions to view problems from an entirely different perspective.
- Example: A tech company might challenge the assumption that “software must be user-friendly” to discover niche markets for highly specialized users.
- Action: List the assumptions related to a specific business challenge and systematically reverse them to generate fresh insights.
Chapter 2: Intuitive Thinkertoys
Intuitive Thinkertoys are less structured and rely more on subconscious and serendipitous thinking. They are designed to tap into the right brain’s creative power.
Idea Box
- Point: The Idea Box is a systematic way to combine different attributes of a problem to generate alternative solutions.
- Example: For a marketing campaign, attributes might include message, medium, target audience, etc. By mixing and matching different attributes, novel strategies can emerge.
- Action: Draw a grid with various attributes of your problem (e.g., colors, materials, sizes for a product). Experiment by combining different elements across these attributes.
The Hall of Fame
- Point: Drawing inspiration from historical figures or icons who have faced similar challenges or exhibited creativity can help stimulate new ideas.
- Example: A company facing a crisis might look at how Steve Jobs turned around Apple’s fortunes.
- Action: Identify a figure relevant to your challenge, study their approach and apply similar strategies or mindsets to your situation.
Chapter 3: Group and Business Thinkertoys
This section offers tools that can be implemented in group settings to foster collective creativity and innovation.
Brainwriting
- Point: Brainwriting is a silent and written version of brainstorming designed to circumvent the pitfalls of group dynamics and domination by vocal members.
- Example: In a team meeting, every member writes down their ideas on post-it notes which are then collected and discussed anonymously.
- Action: Implement a brainwriting session in your next team meeting. Ensure anonymity to encourage uninhibited idea generation.
The Phoenix Checklist
- Point: This method developed by the CIA involves an extensive set of questions designed to explore every aspect of a problem comprehensively.
- Example: For a new product launch, the checklist might include questions like “Why will consumers buy this product?” “What alternatives do they currently use?”, etc.
- Action: Use the Phoenix Checklist before starting any major project to thoroughly vet your approach and identify potential gaps or opportunities.
Chapter 4: Solo Thinkertoys
Michalko provides tools for those who are looking to stimulate creativity on their own. These are exercises that individuals can complete by themselves to break through creative blocks.
The Three B’s (Bedroom, Bath, Bus)
- Point: Recognizes that creative insights often occur during mundane activities when the mind is relaxed and not directly focused on the problem.
- Example: Many people report having ‘aha’ moments while driving or taking a shower.
- Action: Incorporate periods of downtime into your schedule where you engage in low-effort activities. Keep a notepad or digital recorder handy to capture any sudden insights.
Lotus Blossom
- Point: The Lotus Blossom technique involves placing your main idea or problem at the center of a page, then radiating outwards with associated ideas to expand the thinking around the main topic.
- Example: If the central idea is “improve customer satisfaction,” surrounding ideas might include improved support, faster delivery, product quality, etc.
- Action: Draw a lotus blossom diagram with your main challenge at the center. Add related ideas around it and then continue to expand each idea into further sub-ideas.
Chapter 5: The Creative Environment
Michalko emphasizes the importance of cultivating a conducive environment for creativity, both physically and culturally within organizations.
Creative Space
- Point: The physical workspace significantly impacts creative output. Spaces that are flexible, aesthetic, and stimulating can enhance creative thinking.
- Example: Google’s colorful and varied workspaces filled with recreational areas and relaxation pods.
- Action: Design your workspace to include elements that inspire creativity—add plants, vibrant colors, varied seating arrangements, and relaxation zones.
The 10 Tenets of Creative Thinking
- Point: Cultivating a creative culture involves embracing certain attitudes and practices, such as encouraging risk-taking, facilitating curiosity, and valuing diverse perspectives.
- Example: 3M’s initiative that allows employees to spend a portion of their time on personal projects is a manifestation of this principle.
- Action: Adopt and institutionalize one or more of the tenets, like setting aside “innovation time” for your team to experiment without the fear of failure.
Conclusion
Michael Michalko’s “Thinkertoys” is a fundamental resource for anyone looking to enhance creative thinking within a business environment. By covering a range of techniques from structured, linear methods to more spontaneous and intuitive approaches, and considering both individual and group settings, Michalko provides comprehensive guidance. Implementing these techniques can help break down mental barriers, generate innovative ideas, and foster a culture that values and cultivates creativity.
Actionable Summary:
1. SCAMPER: Regularly apply SCAMPER steps to existing products or processes to innovate.
2. False Faces: Challenge core assumptions about business problems to unlock new perspectives.
3. Idea Box: Use attribute combinations systematically to explore new possibilities.
4. Hall of Fame: Study and emulate iconic figures relevant to your challenges.
5. Brainwriting: Schedule brainwriting sessions to harness collective team creativity.
6. Phoenix Checklist: Employ an exhaustive set of questions to explore the problem fully.
7. Three B’s: Integrate relaxation periods into your routine to benefit from subconscious problem-solving.
8. Lotus Blossom: Use visual diagrams to expand and refine your ideas methodically.
9. Creative Space: Invest in designing a stimulating physical work environment.
10. Creative Tenets: Cultivate a supportive culture that encourages risk-taking and values diverse ideas.
By consistently applying these techniques, individuals and organizations can uncover hidden creativity and drive innovation in business.