Creative Thinking For Dummies

David Cox opens the chapter by showing that creativity is «everywhere»: creativity is not only about «art», it shows in every man-made object, in political views, in religious beliefs, in personal passions. Behind every film, song or software program the reader likes there is a seed of an idea; the book itself is the product of several centuries of creative development. In the example of Gutenberg's printing press, the agricultural press, movable type and oil-based ink — the joining of three separate concepts — is shown as a classic example of creative thinking. Hollywood presents «high concept» ideas (for example «Jurassic Park») in five steps: original, appealing to a mass audience, story-specific, with obvious potential, short.

The author also recommends looking at «the less obvious signs of creativity»: even an ordinary ballpoint pen is «a small masterpiece of creative thinking»; designers like Jonathan Ive and James Dyson spend most of their time studying materials. An exercise is proposed to the reader: look at an object you use every day as if «from another planet» — touch it, smell it, listen to its sound. As sources of creative thinking he shows paradox (for example the White Queen's «believing six impossible things before breakfast»), juxtaposition (for example «A horse walks into a bar…») and the combination of the known and the unknown; the words of the founder of Synectics: «to make the familiar strange and the strange familiar».

The middle of the chapter examines attitudes towards creativity: some find it irresistibly attractive, some frightening («I don't know much about art but I know what I like»). The author advises readers to «look beneath the surface» and to see through the artist's eyes. Creativity is «a necessity, not a luxury»: in business life sustainable innovation is the main determinant of long-term survival; in the collapse of East Germany too the lack of creative freedom played a part. Children's adaptation to new games and technology is given as an example: adults insist on the old way («I keep putting the key in the lock but it won't work» — «have you tried turning it the other way?»).

At the end of the chapter comes the section «getting into a creative mindset»: feeling creative is a state like «feeling healthy» and much scientific evidence shows that creativity develops most productively in those who already believe they are creative. The section explains the convergent and divergent thinking styles: in the exercise «find as many uses for a brick as you can» some find a few uses, others generate an unlimited flow of ideas — divergent thinkers find it easy to produce ideas and do not worry too much about quality and consistency.

• Each chapter opens with a «In this chapter» list and is divided by short headings and boxes
• Abstract concepts are explained with everyday examples (the ballpoint pen, the printing press, Hollywood)
• Short exercises («look from another planet») are proposed to the reader in each section
• The tone is friendly and humorous, inviting the reader with «just one more bite»