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Summary Creativity in Business by Byttebier
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A summary of Creativity in Business by Igor Byttebier. All theory for the PGT is covered in this summary.
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Creativity in Business (chapters 3, 5, 6)
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Crativity in Business Igor Byttebier
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Creativity in businessChapter 2: A creative mind
2.1 Human thought
This chapter will provide an insight into our thought processes. We will have a look at the hardware
and software of our thought system. We know that thinking mainly takes place in the brain.
2.1.1 Definitions
During the course evolution, man developed a remarkable thought system with an incredibly fine
and diverse structure. Let’s take a look at the functionality, the software. To start with, we will look
at some definitions.
Thinking = Processing Information
We are constantly surrounded by all kinds of stimuli and our perception system makes it possible to
capture these stimuli. Our thought system enables us to process very simple but also very complex
information. An efficient thought system is able to process this complex information quickly and
correctly. We manage this by being champions in recognising, using and adapting our thought
patterns.
Thought patterns are clusters of data we recognise as clusters and that we will store if and when they
generate success. We can quickly retrieve these patterns and apply them again. This occurs
automatically, eventually, so that we can focus our attention on new or more important problems.
Thought patterns are the habits of our thinking.
Experience is the sum of all the patterns and habits we have acquired in the past that make us able to
act efficiently and effectively in a certain context.
Everyone is owner of this fantastic thinking system that enables us to learn fast due to the stability of
these rapidly acquired patterns. When something is not working, we try in another way. If after a
while it does work, you will remember and apply it again and again until it becomes a habit. This
gives you the opportunity to focus your attention on new things you are learning.
You build up experience with a number of successful patterns of thought and action that you have
made your own. You can do all this so quickly and efficiently because your thought system recognises
successful patterns, remembers them and offers them up ready to use at the right moment.
It is quite obvious that a thought system which derives its strength from a stability of patterns and
habits by definition must have difficulties in breaking with these patterns and habits. Pattern-
breaking thinking isn’t treated in a preferential way by nature. Coming up with something new is
often secondary to acquiring knowledge and training the student in logical pattern-based thinking.
Yet, creative thinking is a compendium of skills and techniques that we can learn just as we learned
other things. The emphasis in creative thinking is on thinking up new solutions, making original links
between things, discovering new opportunities.
2.1.2 Thinking is about Following Connection and Creating New Ones
Thinking takes place essentially through the transmission of signals between different brain cells and
parts of the brain. These signals choose a differentiated path through certain ‘circuits’. On one hand,
,they follow existing tracks, but on the other, they create new connections. Throughout our entire
lives new connections are realised between existing cells in the actively used parts of the brain.
2.1.3 Creative thinking
Thinking differently influences the physical structure of the brain. Creative thinking is made up of
different attitudes, thinking skills and techniques, and thought processes that increase the probability
of pattern breaking and the creation of new connections in our brain.
Anybody is able to think creatively: it can be learned and developed. Simply by doing it. You can
improve your thinking ability by practising your creative skills.
2.2 Basic creative skills
A number of elementary skills that constitute the foundation for creative thinking can be
distinguished. You already apply these skills consciously or unconsciously when you think, act or
solve problems. By improving these basic skills, you will increase your creative potential. You will also
notice that your confidence and motivation will increase as well.
Each basic skill contributes its own added value to creative thinking and thus to thinking in general.
The skills have elements in common and they are interrelated but they can also be distinguished
from one another.
2.2.1 Creative perception
We trust our perception in order to explore and interpret the world around us. Through the senses
we experience reality. It might even be said that our senses contribute to reality. This means that
reality can change when perception changes, an idea that is very important for the creative process.
Change of perception is not easy because during perception, patterns creep in. In our society, quite a
lot of effort is put into influencing our perception of things. Reality also plays tricks on our creativity
by only allowing us to see what there is. We can only see what we think is there. This means we get
used to our own vision of reality.
Perception has a direct impact on our thought.
Creative perception is recognising tendencies and biases in your own perception and setting yourself
free from these.
2.2.2 Postponing judgement
Judgement is very important. Sharp judgement helps you to safely negotiate busy traffic. Your
judgement helps you to make minor and major decisions daily. It is hard to do without judgement.
Judgement directs your thought and actions and you practise the skills almost constantly.
There are three levels of judgement, which are not always distinguishable from one another. When
you encounter something new, you will first judge if and how this information fits with what you
already know. This is the first level of judgement and it always takes place.
Judgement 1: Generally happens subconsciously
Have I noticed the conversation? Can I place it? Do I understand it?
You either didn’t really hear the conversation and you start thinking about something else.
End of story.
, Or you did hear what he said.
At the second level of judgement, you decide whether or not to pay attention to the information that
you have acquired and to explore it further.
Judgement 2: I explore the new idea
I reflect on it and gauge the consequences. Do I find this information relevant? Is it worth thinking
about?
‘Don’t you have anything better to do?’ End of story.
‘What do you mean? Let’s talk about this idea..’
The third level of judgement involves the decision-making after an exploration of the idea. This may
be enacted quickly or at length.
Judgement 3: I will use this information, or not
I choose this or I reject it.
‘Now that we have seriously examined this, I don’t think we should do it.’ End of story.
‘It’s actually not that bad an idea, now that we have examined all of the aspects.’
Innovative ideas always carry the risk that they will never reach the serious judgement level.
Sometimes they are simply not understood, sometimes they are rejected at once. This is because by
definition, new ideas don’t fit into existing schemes of thought. Our brain needs time to get used to a
new idea. The idea has to acquire a place for itself within the thought system and that requires time
and attention. This means that judgement very often occurs too fast when new ideas are launched.
In order to process original ideas in a sensible way, you will need to develop a more subtle use of
judgement, which is called postponing judgement. This means that you don’t have to fully
understand the new idea right away. The art is to be open and accept the idea, even thought it might
now fit into a certain box. This creates space in your mind in which the idea’s potential can develop.
2.2.3 Flexible association
The nature of our brains allow spontaneous associations to occur. Associations happens when one
thought generates another. An association with higher odds for realisation is called a ‘strong’
connection. An association with a lower chance is called a ‘weak’ connection. For a frequently
repeated thought, our brain will broaden existing connections so that after a while we can carry out
this thinking faster. At the same times, the odds of this association choosing another trail in the
future become smaller. This is what creative thinking is aiming at. How can we make sure that while
looking for alternative solutions less obvious tracks are explored and new connections are realised?
‘Disociation’ or pattern breaking: you avoid an obvious track. The direction of thought deliberately
leaves the familiar track.
‘Resociation’ or linking back: you link from another area of the brain back to a familiar track and
make a new connection. The direction of thought proceeds towards the familiar track.
Disociation – pattern breaking
Logic will not generate any surprising original thinking. A creative thinker will develop a feeling for
recognising fixed patterns as well as the means to escape from these patterns.
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