Creativity

Principles and techniques

François Guély
[email protected]
 What is
Creativity ?
 Defining creativity
• Small or big « C »
• All domains
Original and – Science, technique
worthwhile – Business, commerce
(according to peers) – Art, Literature
idea or solution – Personal
• Individual or group
– Companies
– Improvisation (Jazz, theater)
And its • Without application,
application! experimentation
– How to know if an idea is
worthwhile ?
– What would be an artist who
does not practice art ?
 Why study creativity ?
• Leverage our creative talent
• Better solve problems
• Improve teaching and training
• Be a better salesman, engineer, artist…
• Become a more innovative company

Improve your or
your organisation’s
creativity
History of
creativity
 Creativity in western culture
Spiritual stream of thought
Antiquity Romantism Expressionism, New age
1760 - 1850 Surrealism 1940 - 2012
Comes from 1910 - 1950
gods & Comes from Comes from emotion, Discovery
muses unconscious, instinct, du daydream, of essential
(Plato) madness, excentricity, inspiration is self
childhood. spontaneous. Therapy
The true work of art is born Inspiration may be a form of
from the 'artist': a mysterious, superconsciousness, or
Classicism is perhaps of subconsciousness
health, enigmatic, and mystical
creation. - I wouldn't know. But I am
romanticism is sure it is the antithesis of self-
sickness… Vassily Kandinsky,
Concerning the spiritual in art consciousness.
Goethe Aaron Copland

Renaissance Lumières Modernism, Post-modernism

1300 - 1600 1670-1820 impressionnism 1920 – 2012
1850 - 1940
Reason, learning, Reason, observation Relativism, pluralism,
Demands a scepticism, rejection of
conscious work, knowledge.
One morning, one of us lacking utopia
rational genious black, used blue : impressionnism
work was born.
Pierre-Auguste Renoir
(Aristotle)
Newton, Diderot, Form follows fonction. I want to be a machine
Leonardo da Vinci Voltaire Le Corbusier Andy Warhol

Rational stream of thought

Some books on creativity
 The « science » of creativity
2000
1950 - 70
Artists exaggerate their
Failed attempts to eccentricity in
measure creativity by a psychological testing
standard test Becker

1962 1999
Above IQ=120, creativity does 50% of innovations are made by
not increase 10% of domain specialists
Getzels & Jackson Simonton

1993
1968-73
Creativity cannot be inherited The breakdown in communication
genetically - research on between the brain hemispheres kills
monozygotic and heterozygous creativity (we need the left brain AND
twins right brain to be creative)
Barron, Vanderberg, Reznikoff et al. Restak

1988
Nobel laureates publish twice more
than other scientists
Simonton
 Motivation and creativity
Intrisic Genious is 1%
motivation is inspiration and 99%
perspiration
essential for Thomas Edison
creativity

External rewards (eg

financial) do not seem
to help and in some
cases may interfere
Torrance 65 / Amabile 80-96 /
Eisenberger & Cameron 96 /
Hennessey 03
 No universal creativity
Creative people are creative only in their
area of ​expertise
Feldman 74-80, John-steiner 85, Csikszenmihalyi 88

Creativity cannot be explained without action

We reached our optimum after 10,000 hours
of practice (5 years full time)
Malcolm Gladwell

Albert Einstein Steve Jobs J.S. Bach Pablo Picasso

Image : commons.wikimedia.org/wiki/File:Albert_Einstein_Head.jpg Image : en.wikipedia.org/wiki/User:Matt_Yohe Image : en.wikipedia.org/wiki/File:Johann_Sebastian_Bach.jpg Image : en.wikipedia.org/wiki/File:Pablo_picasso_1.jpg
 Eminence and formal education
The most famous designers in their field are
not necessarily those who have the most
education
Eminence

140

Creators
120

100

80

High Graduate Master Doctorate

school
Simonton, 1983 Formal education
Notes :
1/ Relevant for USA
2/ Average school level has increased since then
Creativity
myths
 Creativity comes from
the unconscious ?
… and is uncontrollable ?
– This idea dates from the
romantic era…
– ..and was reinforced by
Freudian psychoanalysis
But we are creative only in our John Keats
Freud Image : www.reusableart.com/v/people/portraits/arts/artists-03.jpg.html

Image : commons.wikimedia.org/wiki/File:Sigmund_Freud_Anciano.jpg domains of expertise!

… research shows that
creativity is mostly the result
of conscious work
– The more creative geniouses
are also the most productive
ones
– Nobel price laureates publish
twice more than other
researchers (Simonton 1988)²
Jacques Lacan Percy Bysshe Shelley
Image : commons.wikimedia.org/wiki/File:Percy_Bysshe_Shelley_by_Alfred_Clint.jp
Image : commons.wikimedia.org/wiki/File:Jacques_Lacan.jpg
 Are children more creative ?
Does education kill their creativity ?

This idea dates from

the romantic era
Children were
considered pure and
adults corrupted
But creativity
demands
competence to
flourish
Education makes
creativity possible
Is creativity the
expression of the
essential self ?
(« new age » belief)
Is inspiration
spontaneous ?
 Are the most creative people
misunderstood geniuses ?
The myth of the
misunderstood genius dates
from the nineteenth century.
Misunderstood geniuses are
actually very rare.

It is often believed that

Mendel and impressionists
Gregor Mendel were misunderstood in their
Pierre-Auguste Renoir
Image : commons.wikimedia.org/wiki/File:Gregor_Mendel.png
time but ... Image : en.wikipedia.org/wiki/File:PARenoir.jpg

Mendel and his work were The Impressionists had

renowned at his time (but their own galleries and
the true scope of his work
could not be understood at buyers in their lifetime
the time, even by himself)
How does
creativity
work?
The three steps of creative problem solving

Prospective phase Analytical

phase

Identify an
Divergent Convergent
interesting
thinking thinking
problem
 Prospective Analysis
Identify Divergent Convergent
A problem thinking thinking

If I had one hour to save the

world, I would spend 59 minutes
defining the problem and one
minute solving it…
Albert Einstein

Computers are useless. They can

only give answers…
Pablo Picasso

Identifying meaningful problems,

asking the right questions is a key
characteristic of creative people…
 Prospective Analysis
Identify Divergent Convergent
A problem thinking thinking

Examples of important questions :

Why is the speed of light the same
everywhere ?... led to the discovery
of relativity by Einstein
How to use colors differently?…
one of the essentiel questions that
led to impressionnism
How to make bus stop shelters
viable?... led to the worldwide
success of Decaux

Some related qualities :

- Listen to the unusual
- Identify consequences that make the
subject essential
 Prospective Analysis
Identify Divergent Convergent
A problem thinking thinking

Imagine many
possible answers to a
question.

Divergent thinking
tests have been
developed in the 60s.

1970/71 : these tests

do not correlate well
with real individual
creativity.
Image: commons.wikimedia.org/wiki/User:Zureks

Also called lateral thinking (Edward De Bono)

 Prospective Analysis
Identify Divergent Convergent
A problem thinking thinking

Example : the quota method

Always ask at least 3 ideas from your team (& yourself!):
- Different options, alternate solutions
>> Or refuse to decide

When at least three good ideas have been found, many more
are generally found!

Break the "linear thinking" propensity to :

- settle for the first idea
- logical reasoning, that locks you in the first solution
 Prospective Analysis
Identify Divergent Convergent
A problem thinking thinking

No standard
test

Ability to identify
benefits and risks.
Keep the best and
eliminate wrong IQ
answers. Tests
Evaluation / selection.
Deductive capacity:
Positive and critical deduce the
thinking consequences.
 Great advances are
usually the result
of a long process
Problem Divergent that is a sum of
identification thinking intuitions and
successive
progresses.

Convergent
thinking
 Why cannot we create a standardized test
measuring individual creativity?
Creativity
Creativity is
Creativity is implies
often a group
a process domain
phenomenon
knowledge

Prospective Analysis
Identify an
Divergent Convergent
interesting
thinking thinking
problem

Divergent IQ tests
No standard test for thinking tests
ability to formulate produce mixed Emotional
interesting problems results Intelligence
 Characteristics of creative people
McKinnon 78, Barron & Harrington 81, Feist 88, Tardif & Sternberg 88
Analysis
Prospective
Identify an Divergent Convergent
interesting thinking thinking
problem

Tolerance for
ambiguity, acceptance Metaphorical thinking Confidence, courage in
of internal conflicts one’s opinions
Open to new Ability to visualize
problems Flexible decision
experiences making
Alert Verbal fluency
High IQ
Independence, autonomy
Ready to take risks
Little self-censorship
Interest for complex problems
Energetic, willingness to overcome obstacles
 Group Creativity
• Collaboration boosts creativity
– Challenge, exchange of ideas…
• Factors group creativity
(Larey & Paulus 99, Taylor & al 58)
– Having worked together for a long time
– Sharing common knowledge
– Complementary expertise
• Group more creative than the individual if
– The sum of everybody’s knowledge is important to understand the
problem
• Depends on the phase of the creativity process
(Sawyer 03)
– Find a problem : diverse participants obtain better results
– Solve a problem : participants sharing expertise obtain better results
 Creativity of the organisation
• Related to the ability to create a culture of collaboration
• IQ explains only 10% of job performance
• The myth of talent
– Assumes that people make the organization intelligent
– Most often, the opposite is true (Gladwell 2002)
• Many of Edison’s inventors were originally young guys
recruited for basic tasks
– Self-taught, without electricity or chemistry degree / Chemistry / ...
 Creativity of the organisation
Thomas Edison William Hammer: flashlight,
1903 Patents and illuminated signs, power plants,
inventions treatment of cancer by radiation,
How is it possible ? photoluminescent dials
Edward Acheson: carbon lamps,
artificial diamond... 70 patents
1866: Telegraph Lewis Howard Latimer: carbon
1869: Telegraph multiplex filament manufacturing , carbon
1874 : TTY globe light bulbs, refrigeration
1876​​: Best phone microphone system...
1877: Gramophone George F. Morrison : lamp filament
1879: Improved incandescent manufacture...
bulb Francis Robbins Upton: Watt meter,
1882: Power Station Image : commons.wikimedia.org/wiki/File:Edison-
at_home_in_Ft._Myers_Florida_1914_detail_LC-LC-USZ62-
incandescent lamp, electrical
1888: Electric Chair 131044_.tiff_adjusted.jpg
distribution, dynamo, fire alarm ...
1888 Camera / cinema William Kennedy Dickson : 35mm
projector Majority of camera & film projector, celluloid
1893 Production Studio film camera.
1893: Cinema inventions made by Henry Ford: Cars ...
1895: X-ray light members of his Miller Reese Hutchison : horn,
1903: Improved Camera hearing aid, naval tachometer ...
1913 Camera for talkies laboratory often in Arthur Kennelly: Electric Chair ...
1915: Nickel-iron battery his name Nikola Tesla: AC motor, radio ..
 Can you become more creative?

Everyone
Individual
can learn to
creativity level is 1972 Torrance
not genetic be more identifies 142
creative scientific studies
demonstrating that
creativity can be
enhanced by
Creativity is a Companies specific techniques
can become (training or other)
group and a
social more
phenomenon creative
 Creativity techniques
Rational Gaming
« Serious TRIZ Frame games
Genrich Altshuller Thagi
creativity » Improvisation

Lateral Innovation
Mindmaps Constructions:
thinking, 6 hats Tony Buzan
games
Edward De Bono Luke Hohmann LEGOs, blocs…

Idea Brainstorming, Irrational

gathering brainwriting, Detour
method 635, CPS approaches

Idea box, idea Synectics

intranets, Random
participatory Crowdsourcing (analogical
approaches
innovation reasoning)
 Idea Gathering Techniques
Brainstorming, brainwriting, Participatory innovation
method 365, CPS Idea boxes, idea intranets
In order to answer a 1721: the best ideas
question, generate in a deposited in a “idea
meeting as many ideas box” (meyasu bako)
as possible in a short are rewarded.
time without exercising Shôgun Tokugawa Yoshimune
censorship on the Image : en.wikipedia.org/wiki/File:Tokugawa_Yoshimune.jpg

participants.
Alex Orborn Seventies : japanese companies
Analyze and prioritize develop quality circles and « Kaizen ».
President & ideas afterwards.
co-founder
of BBDO
2000s: idea management software,
participatory innovation: open
procedures for the collection, analysis
and application of ideas.

2010s: companies seeking new ideas

outside with idea crowdsourcing :
Crossing, YourEncore, CrowdSpirit,
InnoCentive
 Rational approaches
Lateral thinking, 6 hats…
“Lateral thinking" escapes from the linear
thinking for example by introducing a Mindmaps
random component in reasoning.
Means to visually
The "six hats" are a means to represent ideas, facts ...
materialize the most common Tony Buzan
Edward de Bono reasoning attitudes. Image : www.tonybuzan.com/gallery/photos/

Mindmaps are used to summarize

existing knowledge, gather ideas
(brainstorming), or organize tasks or
information (meeting
management…).
He discovers universal laws of
TRIZ technological invention. Each
solves a contradiction between
physical quantities.

To innovate, one identifies

contradictions, then
applies these laws, which
provide avenues to
Genrich Altshuller explore.
Image: commons.wikimedia.org/wiki/File:Genrikh_Saulovich_Altshuller_commemorative_plaque_in_Petrozavodsk.JPG
 Gaming techniques
Frame games
Innovation games
35, Take5, envelope…
« Cheaper, faster, better » Fun activities to collect,
Games or generic organize, prioritize ideas
interactive activities with clients to establish
suitable for all kinds of for instance a product
training situations or roadmap...
Thiagi Luke
Image : www.thiagi.com/pictures/
brainstorming. Hohmann
Image : innovationgames.com/about/

Constructions: Gamestorming
LEGOs, blocks… 83 Fun Activities to
Using "lego" cubes, magic slates, or brainstorm, including
other materials to "see & feel" real "innovations games"
situations and generate insights and Thiagi games, other
ideas more easily. games ...
 « Non rational » Techniques
Analog techniques shift the problem with analogies, and explores them.

"Making the familiar strange, making the strange familiar." 3 types of

analogies:
‒ Direct: natural (animal, plant), or graphic
‒ Symbolic parable, metaphor
‒ Fantasy: dream, daydream
William Personal approach: personal identification with the situation
Gordon

Detour techniques : one distances himself from the problem and then then returns to it
to converge. The distance stimulates imagination. Idea production follows.

Distanciation phase Ideation phase

Principle : distort and transform the 1/ Blanks fuzzy, ambiguous ideas,

problem into an evocation that 2/ Scanning / crossover: one follows
stimulates the imagination the track to push the idea as far as
Approaches : possible until it becomes useful.
Deformation, forced encounters, Principle : turn ideas into positive. To
dreamlike techniques, projective make it work, it would have to …
graphics …
 4 Methods useful for Marketing & Sales
Mindmaps Innovation games

Represent information (ideas or Fun activities rather than games

facts) in the form of a diagram rather, they aim to collect,
called "mental map" organize and prioritize ideas

Usage: synthesis of information Usage : product roadmap,

/ collaborative brainstorming ... identifying growth drivers ...
Tony Buzan Luke
Hohmann

Lateral thinking, 6 hats Brainstorming

Approach to overcome the

Collection of ideas to produce a
limitations of the "linear, logic
maximum of ideas which are then
thinking" while remaining
analyzed and sorted
rational
Usage : product ideas, solutions
Usage : problem solving,
to a problem, names, slogans ...
product ideas ...
Edward de Alex Osborne
Bono (BBDO)
 4 Methods useful for Marketing & Sales
Mindmaps Innovation games

Represent information (ideas or Fun activities rather than games

facts) in the form of a diagram rather, they aim to collect,
called "mental map" organize and prioritize ideas

Usage: synthesis of information Usage : product roadmap,

/ collaborative brainstorming ... identifying growth drivers ...
Tony Buzan Luke
Hohmann

Lateral thinking, 6 hats Brainstorming

Approach to overcome the

Collection of ideas to produce a
limitations of the "linear, logic
maximum of ideas which are then
thinking" while remaining
analyzed and sorted
rational
Usage : product ideas, solutions
Usage : problem solving,
to a problem, names, slogans ...
product ideas ...
Edward de Alex Osborne
Bono (BBDO)
 Principle of Mind Maps
• Representation of facts, ideas, knowledge ...
– Visual
– Compact
– Tree (hierarchical)
– Main concept at the center
– Sub-concepts radiating from the center
 How to Mind Map
Put key words, parts of Use mapping software
sentences – Many software exist, several free
– Compact: on one "sheet" ones
– Gives an overview of a problem – Flexible
– Helps to remember details – Distribution of map is easier
– Can be further modified
Use colors, images, symbols
– Facilitates memorisation Progressive construction
Add associations without pre-determined order
– With mind mapping software
– Link concepts from different
branches – Enables to complete a mind map
anytime
An element can appear
Multiple tree levels
multiple times
– More compact diagram
– It can be highlighted for example
– Ability to zoom / navigate
by emphasizing
 Mind Mapping Software
• Proprietary tools interfaced
with MS Office
– Mindjet MindManager
– MatchWare MindView
– MindGenius
– MindMapper

• Free tools
– CAM Editor
– Freeplane*
– FreeMind
– Xmind*
– yED
Avantages of Mind Mapping Software
• Word / PPT / Excel export
• Sharing is easier
• Content is reusable
 Mind Maps & Documents
DOCUMENT MIND MAP
Generally underlying tree Any document can be
structure summarized by a mind map
– Title – Very efficient to review
– Chapters important points
• Sub chapters
– Paragraphs
Mind Mapping tools enable to
– Bibliography – Export to WORD / PPT /…
– Index – Import from WORD
Mind maps are a way to
… & linear appearance create documents

Linear reading is not the most

efficient reading approach!
A Mind Map is a non linear document.
 Avantages of Mind Mapping Software
• No limitation in page size

Example : Edward de Bono, Penser vite et bien – méthode « BESCA »

 Avantages of Mind Mapping Software
• Mask / Develop portions of the tree

Example : Edward de Bono, Penser vite et bien – méthode « BESCA »

 Avantages of Mind Mapping Software
• Add / suppress anytime : living maps
• Reorganize easily to structure your ideas differently
 Avantages of Mind Mapping Software
• Map Style Management
 Some uses of Mind Maps
Brainstorming, creativity, Prepare a job interview
problem solving – Answers to common questions
– Present problems, causes, – Information on the company
possible solutions – Information on the contact
– Possibility to associate concepts Write an essay
Communication tool – Outline
– Expose information in a concise – Main points
& interactive way Learning languages
Checklists – Domain vocabulary
– List of points to check Project management
– Checkboxes – WBS / OBS are trees
Document summary – Project phases & progress
– Important notions & ideas – Participants
– Ressources
 4 Methods useful for Marketing & Sales
Mindmaps Innovation games

Represent information (ideas or Fun activities rather than games

facts) in the form of a diagram rather, they aim to collect,
called "mental map" organize and prioritize ideas

Usage: synthesis of information Usage : product roadmap,

/ collaborative brainstorming ... identifying growth drivers ...
Tony Buzan Luke
Hohmann

Lateral thinking, 6 hats Brainstorming

Approach to overcome the

Collection of ideas to produce a
limitations of the "linear, logic
maximum of ideas which are then
thinking" while remaining
analyzed and sorted
rational
Usage : product ideas, solutions
Usage : problem solving,
to a problem, names, slogans ...
product ideas ...
Edward de Alex Osborne
Bono (BBDO)
 Brainstorming
• 1938 : Technique invented by Alex Osborn,
co-founder of BBDO to:
– Find many ideas for commercials
– Withour censorship of participants
 3 Phases of Brainstorming

Generate
Define the ideas Look for
problem solutions
(ideation)

• Suspend judgment • Prioritize with

• Playful thought color dots
• As many ideas as • Analyze most
possible promising ideas
• Combine &
improve
 4 rules of ideation

Unconstrained
Do not criticize,
thought: impossible,
approve, judge,
absurd, crazy ideas
discourage, evaluate
are welcome…

Adapt, modify,
Quick generation of magnify, minify,
many ideas substitute, swap,
combine
Practical Aspects
With a facilitator
Note each idea
– With the author’s words
• Do not interpret or reformulate
– Telegraphic style
– Write in very large letters
– Large post-it notes
• To re-position / regroup similar
ideas
Large flipboard
 « Brainwriting »
• Often done in companies
– Easy to do
• Everybody Participative
– Notes his/her ideas beforehand but not very
– Sticks his/her ideas on the board creative
– Reads them to the others

Few
associations Pratical
 Scientific studies refute classic
brainstorming
Scientific research shows that brainstorming
groups produce fewer ideas than the sum of
individual participants
– Mullen, Johnson, Salas 1991
• Productivity loss in brainstorming groups: a meta-analysis
integration. Basic & applied social psychology, 12, 3-123
– Larey & Paulus, 1999
• Group preference and convergent tendencies in small
groups: a content analysis of group brainstorming
performance, Creativity research journal 12, 175-184
When to use Brainstorming
Good for
• Advertising, marketing, daily life
• Problems with many possible
solutions
• First step to other approaches to
creativity

Critics of Brainstorming
• Too many useless ideas
• Participants not necessarily involved
in the implementation
• Takes time
• Too many ideas already known
How to generate
more ideas, more
creative ?
 Brainstorming according to Tom Kelley
• "The idea engine” of IDEO's culture '
• Define the problem to be solved
• Prepare
– Documentation, visits, benchmarking
– Existing solutions
– Material to implement ideas
• Write rules of the game
– No critic
– One at a time
– Look for quantity
– Be visual
– Encourage crazy ideas
• Number ideas
• Look for
– Fluidity
– Improvement of ideas
– Totally different ideas
• Post-it + Paperboard
 Transgressive Methods
• We are more creative in situations of
transgression
• Create a fun / challenging situation
• What shocks us stimulates us
– Crazy ideas
– Stupid ideas
– Strange Ideas

… et facilitates associations of ideas

 Random Methods
• Escape linear thinking
• Random words
– Draw a word randomly
– See what idea it inspires you
• Random inages
– Visualise images dranw randomly
– See what they evoque, which solution to the
problem they suggest
 Random Methods
• Google storming
– Start with a word
– Search it on Google
– Click on a link in the top 5 (that seems interesting)
– Seeing what you can find inspires you in relation to
the problem to be solved
– Bounce on other research

– Do not start looking too much into the content of the

pages
– Stay focused on the original goal
 Analogical Methods
• Principle
– Shifts the problem by making analogies
– See what ideas each analogy brings
– Return to the initial problem
• Synectics (Gordon - 1961), analogies :
– Direct : natural (animal, plant), or graphic
– Symbolic : parable, metaphor
– Fantasy: dream, daydream
– Personal approach: identify with the situation
 Follow the rules of improvisation
YES, AND…
• Keep space for yes
– Say « YES »
– Do not criticize
– Say what you find good
– Create trust
• Bring your own stone Constructive
– Say « AND »
– Contribute, in a small or
brainstorm
large way
– Or ask a question
…To study an idea thouroughly
 6 Thinking Hats Edward de Bono

Facts driven
Process driven Feelings,
intuition

New ideas, Careful examination

creative attitude of negative aspects
Optimism : examine
benefits, feasibility
6 mental attitudes
Personal confusion
Facts

Positive
 Directed thought, mastered
• Focus on the most suitable hat
• Change hats when needed
 Direct your thought
Example : you want to progress in
tennis

Study facts to Express your

learn how to enthusiasm
improve (stay
motivated)
Intra-personal confusion
Facts

Positive
 Example

lack of
understanding

dissatisfied Sales person that

customer is process minded
Resonate – to establish communication
Facts

Positive
 Une on same
wavelength, I
As long as we are can change the
not on the same hat
wavelength won’t
change my point
of view

I listen to the mindset of the

other so he feels really
understood
 Example If I were you I
would have the
same reaction

Unhappy
customer

Sales person who recognizes his frustration

How to make it
not happen
again Let's see what
exactly
happened

Let’s get to the process

Let’s get to the facts
 Confused ineffective group
Everyone thinks he hold the truth

controversies
Process
endless Feelings
discussions

Imaginati Critical
on
Positive
 Parallel, cooperative thinking
• Focus everyone on a hat
• Change hat together
 Benefits
Accelerates meetings More diverse thinking
Prevents ego Better focus
One thing at a time avoids Avoid individual trends
confusion
 4 Methods useful for Marketing & Sales
Mindmaps Innovation games

Represent information (ideas or Fun activities rather than games

facts) in the form of a diagram rather, they aim to collect,
called "mental map" organize and prioritize ideas

Usage: synthesis of information Usage : product roadmap,

/ collaborative brainstorming ... identifying growth drivers ...
Tony Buzan Luke
Hohmann

Lateral thinking, 6 hats Brainstorming

Approach to overcome the

Collection of ideas to produce a
limitations of the "linear, logic
maximum of ideas which are then
thinking" while remaining
analyzed and sorted
rational
Usage : product ideas, solutions
Usage : problem solving,
to a problem, names, slogans ...
product ideas ...
Edward de Alex Osborne
Bono (BBDO)
 Innovation Games

Fun activities for product strategy &

marketing:
With clients / internal
One or more games at a time
Many companies use them

Characterized by:
Relaxation, Collaboration
Encourages teamwork
Increase information sharing
Fun

Verbal and visual communication

 What for ? game
activity

Vision of the future Brainstorming on features Prioritisation

Product Product Buy a

Box Tree feature

Remember Give them 20/20

the future a hot tube Vision

Knowledge of customer Identify problems

Start your Me and my Speed

day shadow boat

The
Spider web
apprentice