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1、Ogilvy & Ogilvy & MatherMather Ogilvy & Ogilvy & MatherMather Creative Problem Solving Ogilvy & Ogilvy & MatherMather Creative nCreative is the thought process which goes beyond existing structures, patterns, ideas and realities and results in the production of ideas that are new and challenging and
2、 inevitably disruptive to the pre-eminence of existing ideas. Professor Judith Professor Judith Robinson ValdezRobinson Valdez The Study and The Study and Development of Creative Development of Creative Thinking Thinking 19871987 Ogilvy & Ogilvy & MatherMather Key Mechanisms Opening up Divergent thi
3、nking Closing downConvergent thinking n n Defer judgmentDefer judgment n n Think of as many ideas as you canThink of as many ideas as you can n n Be receptive to all ideasBe receptive to all ideas n n Look for ways to modify or otherwise Look for ways to modify or otherwise combine ideascombine idea
4、s n n All ideas to incubate All ideas to incubate n n Be systematicBe systematic n n Clarify and make known your evaluation Clarify and make known your evaluation criteriacriteria n n Avoid premature closure on dataAvoid premature closure on data n n Be realistic about your problemBe realistic about
5、 your problem n n Avoid killer instruct in evaluating dataAvoid killer instruct in evaluating data n n Dont lose sight of where you are goingDont lose sight of where you are going Ogilvy & Ogilvy & MatherMather FocusChallengeSearchHarvestEvaluate Solution forFront Alternatives Runners ? ? Ogilvy & O
6、gilvy & MatherMather Patterning nThe system pushes uswe must break the patterns lThe right answer-The second and the third right answer lThats not logical-it doesnt have to be lFollow the rules-Challenge the rules lBe practical-be a magician lAvoid ambiguity-use ambiguity as a development tool lTo e
7、rr is wrong-failure creates opportunities lPlay is frivolous-play is essential lThats not my area -what can I learn by analogy lDont be foolish-challenge group think lIm not creative-Im creative if I think I am Ogilvy & Ogilvy & MatherMather Where do People Find Most of Their Ideas nSitting on toile
8、t nShowering or shaving nTraveling to work nDuring a boring meeting nDuring leisure reading nWhile exercising nOn waking in middle of night nWhile in church nWhile performing manual labor Ogilvy & Ogilvy & MatherMather Type of Solution “Previous Problems” What We Need To Know What We Can Only Guess
9、What We Know NowWhat We Could Know Now “New Problem” More of the same More and Better More and Better Something Different Ogilvy & Ogilvy & MatherMather Moving The Window of Our Experience “Previous Problems” What We Need To Know What We Can Only Guess What We Know NowWhat We Could Know Now “New Pro
10、blem” Ogilvy & Ogilvy & MatherMather Types of Problems Opportunity: A chance to do think better or differently. You Know where you want to be. it is now a question of working out how to get there. An opportunity is also called a clear brief. Difficulty: You know what needs to be done but the executi
11、on is demanding, exacting or intricate. Usually involves the chance of upsetting people, including yourself. Ogilvy & Ogilvy & MatherMather nDilemma: You seem to have to choose either one way or another, neither of which is likely to get you to where you really want to be nMess: A series of intercon
12、nected problems that you dont fully understand. There are probably many right answers but you need to unravel complexities and uncertainties nMystery: Unexplained and often ambiguous deviations from what you expected. you dont know why Ogilvy & Ogilvy & MatherMather What Is The Problem? Have we come
13、 across the same problem before? What are the success criteria for the solution Have we come across a similar problem before? What are the constraints? What data do we have and where are the gaps? Ogilvy & Ogilvy & MatherMather How Are We Going to Approach The Solution? What sort of blockbusting hel
14、p do we need? How many alternative solutions are we going to look for? Who blocks are we likely to hit? How long will we allow for incubation? Can we redefine the problem? Ogilvy & Ogilvy & MatherMather Is This A Potential Solution? How can we improve it? does it meet the success criteria? What part
15、s of the problem does it solve and not yet solve? Does it meet the constraints? Does it hold together? Ogilvy & Ogilvy & MatherMather Which Is The Right Solution? Can it be implemented easily? Can it be measured easily? Is it effective? Is it efficient? Does it give us an edge? Ogilvy & Ogilvy & Mat
16、herMather Better Questions nThe greater the degree of turbulence and change, the more we need to rely on a process of better questions and less on experience available for the answers. nIf we did not do this already, would we go into it now knowing what we now know? If no then what do we do now? nIs there anything you might expect me to know already and which therefore you havent told me Ogilvy & Ogilvy & MatherMather Reframing Stating a prob
