A Word on Creative Thought

A Word on Creative Thought

In the Malcolm Gladwell book titled -Outliers', he describes a scenario which tests levels of creative thought. The setting is a classroom with a group of primary-age students. The challenge before each student is to write down as many uses they could think of for a brick and a blanket – not together, but as two separate items. There were no further instructions except the eager participants were encouraged to write down every possible use regardless of its perceived likelihood.

Straight away students would seize on the most obvious uses – to hold things down, to build walls, to cover yourself when cold and to wrap up and carry items. These are the natural and immediate uses which spring to mind. Most of us would easily stubble on these uses before having to engage another way of thinking. This type of divergent thinking challenges us all in varying degrees. We are prone to travel the established mind paths by connecting everyday items with our own real world experience. Beyond this level we feel like we are taking a step into the unknown.

This same feeling of the unknown descended on that classroom as the students tried to exercise their divergent thinking and list as many uses for these two items as they could. Gladwell notes on this occasion there were two students in particular that typify the different aptitudes for creative thought. Their lists are shown below:

'Florence:
(Brick). Building things, Throwing.
(Blanket.) Keeping warm, smothering fire, tying to trees and sleeping in (as a hammock), improvised stretcher.

Poole:
(Brick). To use in smash and grab raids. To help hold a house together. To use in a game of Russian roulette if you want to keep fit at the same time (bricks at ten paces, turn and throw- no evasive action allowed.) To hold the eiderdown on a bed tie a brick at each corner. As a breaker of empty Coca-Cola bottles.
(Blanket). To use on a bed. As a cover for illicit sex in the woods. As a tent. To make smoke signals with. As a sail for a boat, cart or sled. As a substitute for a towel. As a target for shooting practice for short sighted people. As a thing to catch people jumping out of burning skyscrapers."

By all accounts, Florence was a star student according to our traditional measures of scholastic achievement. Her IQ was off the charts, well beyond a typical student of her age. On the other hand, Poole was what would be classified as scholastically challenged. His abilities never really fitted the rigid structures of the educational system. However it is evident through these answers alone that his ability to think creatively, free from the constraints of conventional decision-making, were far superior to Florence and other children his age. If you asked a sample of regular people off the street which one of these two child would most likely go on to greatness, the natural inclination would suggest Florence. For good reason as we have supported and participated in a social structure that values convergent thought over anything divergent.

This is at the heart of one of our modern social issues: how we better use the valuable contribution of these divergent thinkers. These are people who have the ability to solve wicked problems – problems so wicked they have no logical or immediate solution. These are people to thrive in complex situations, where nothing is certain. They are fiercely questioning and will not rest until they have perfected a solution. Considering the nature of the modern world I'd suggest that these sound like the sort of people we need, and need in numbers. Many of the business, environmental and social issues we face in our increasingly complex world have no easy solution. These divergent thinkers are our best opportunity to engage both sides of the brain and harness our full potential. As a society, the potential of people like Poole has gone unrecognised for too long and increasingly we have no other choice but to start using our brain – both halves of it.

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David Grant

David will be speaking at the inaugural Brain Art Exhibition and Unconference from March 3rd – 12th 2011 @ Global Gallery, Paddington, Sydney– an event which will explore how we can apply neuroscience to better understand aspects of every day life. For more information and tickets please visit www.brainartexhibition.com.

David Grant is a brand strategist and weekend designer based in Sydney. During the past decade, he has gained experience working at international brand consultancies in Sydney, London and New York. Over the past year, he has been instrumental in the foundation of Roller, a creative collective and design hub in Surry Hills and Place Associates, a specialist destination branding consultancy. In his -spare time' he facilitates -Strategy by Design', sessions for corporates looking to apply design thinking into their professional lives and teaches -Brand Management' at Billy Blue College of Design to the next generation of design thinkers. He holds a Masters in Design and is currently undertaking post-graduate studies in Business at UTS.

It's All About My Brain
Australia's first Brain Art Exhibition and Unconference will take place in March 2011

From March 3 to 12, 2011, the intricacies of the mind will be unveiled to the public at Australia's first Brain Art Exhibition and Unconference in Sydney. Bringing together the communities of neuroscience, business and the arts, the inaugural event will be open to the public with the aim of increasing awareness about the brain and its applied learning in Australia.

The Unconference is a mixture of talks, group discussions and workshops focusing on the following topics: The Creative Brain; The Emotional Brain; The Working Brain; The Brain in Relationships.

World leaders in the fields of Neuroleadership and Emotional Intelligence will explore the relationship between the brain, creativity and business performance in sessions such as -Work, Sex and Relationships, to Mind Games and Strategic Thinking and Entrepreneurial Brain Power'.

Silvia Damiano, Unconference Director and Founder of About My Brain, explains her motivation behind the event:
'There are at least 30,000 neuroscientists around the world making new discoveries every day. Knowing how our brain works can help us understand how we solve problems, make decisions, think creatively, deal with change and manage our relationships."

Applying these findings in every day life and the workplace can help us increase our creativity, enhance our performance, think more laterally and generally be more effective in everything we do. In addition to increasing understanding of applying these leanings, the event is also a fabulous way of showcasing young and emerging creative talent in Sydney," she finished.

Highlights of the week-long event series include the Exhibition Launch Night, when attendees will get to know the finalists of the competitions and vote for the People's Choice Award; and the Fundraising Awards Night, when the judges will announce prizes for each category and a live auction of the featured artists work will take place.

Emerging artist and prolific painter, illustrator, installation and performance artist Julie Doyle's work has been featured in the promotional material for the event. During the exhibition, Julie will be painting live a set of canvasses that cover a four metre wall. Her work will be featured at the Fundraising Awards Night.

For more information about the Brain Art Exhibition, Unconference and Competition please visit www.brainartexhibition.com. Competition entries close January 22nd 2011.

Brain Art Exhibition and Unconference
March 3rd-12th, 2011
Global Gallery, Paddington, Sydney