Creativity Tools

CREATIVITY TOOLS

Fantasy

Definition

Image

Definition

Creativity

Definition

Innovation

Definition

Creativity leads to Liquidity

Creative performance as the basis for business success

Innovation Management

Function and intention

Random innovations Innovation management assures
are rare. long-term success!

Innovation Management

Function and intention

Innovation Management
Time
Success

Innovation
Innovation
Innovation

Innovation Management Increase efficiency
Ensure long term success
Function and intention
Initiate the process of innovation Increase market success

Shorten processing time

Minimize costs

Innovation Management

Quote

Innovation Management Innovation
process
Tools of the Innovation Manager
Innovation
Innovation tools
structure

Innovation
Management

Innovation
culture

Innovation
strategy

Innovation Management

The process of multiple ideas to one product

1 Search ideas

2 Concretization
3 Product

"It takes countless innovations to
have one innovative product at the end."

Innovation Management

From brainstorming to the generation of ideas through information convergence

Problem

rough rough idea
structure preliminary generation
assessment

search ideas /
idea pool

The Creative Problem Solving Cycle

The general problem-solving process

Divergent thinking Convergent thinking

Ideas, approaches: Selection, focus:

 Many ideas  Few suggestions
 Open  Feasible
 Everything is permitted  Feasible
 Topic will be explored  Efficient / economic

Task 1 2 3 4 Result
Problem Idea generation Idea selection Decision, Solution
Problem implementation
clarification

Innovation Management Radical or breakthrough innovation /
base innovation
Organizational innovation and innovation height (Type A)

Innovations in market performance

(E.g. iPod)

Organizational innovations Innovation Sequence innovation
height (Type B)
(E.g. process optimization)

Innovation of the business model Incremental innovation /
peripheral innovation
(E.g. DELL) (Type C)

Innovation Management Innovation Mix  This is a placeholder text.

Innovation Mix and Marketing Mix Type A  This text can be replaced with
Type B Type C your own text.
Marketing Mix
Product  The text demonstrates
how your own text will look
Price when you replace
Place the placeholder with your own
Promotion text.

 This text can be replaced with
your own text.

Perfect strategic direction for the sustainable
market success of innovative companies

Innovation Management

Quote

The general Problem Solving Process

Structural quality of the problems

Well-structured Knowledge of the Usually only one solution, Problem is
problems individual elements which can be seen as the causally related

of the problem optimum (mandatory, logical,
systematic)

Poorly structured
problems

Creativity Tools

Creativity Tools

Overview

Quality ABC-Analysis
Management Action list
Balanced Scorecard
Measures Benchmarking
FMEA
Creativity Gantt-Diagram
Techniques Ishikawa-Diagram
Correlation Graph
Brainstorming Net Work Map
Brain Writing Efficiency Analysis
Mind Mapping Preference Matrix
Clustering Process Management
Synectics Quality Gates
Stimulus Words SWOT Analysis
Morphology Matrix
6-Hats Method XXXXXXXXXXXXXX
Osborn Checklist XXXXXXX X XXXX

XXX
XXX
X XX
X XX
X XX
X XX
X XX

Creativity Tools The following slides will introduce
different techniques for new and
Explanation of the icons further development of ideas and
solutions for processes and
Objective / desired results of creativity techniques products.

Number of participants Next to the introduction of the
technique you will also find
Assembling of the group templates for editing, printing as
(professionally, socially) well as sheets for group work.

Creativity Tools

The 4 rules according to Alex F. Osborn

1. NO CRITICISM 2. LISTEN TO IDEAS
OR REVIEW
+ COMBINE & IMPROVE

The 4 BASIC RULES

3. FREEWHEELING WELCOME 4. QUANTITY DESIRED

Many of them unrealistic

Classic Brainstorming Elocution

According to Alex F. Osborn

Basics for brainstorming 5-7 participants Similar social-, but different
in groups with moderation/ protocol professional backgrounds

Brainstorming is an adequate technique to create a pool of ideas as an introduction to the problem-solving process, which then continues with other
creative techniques. First, the problem is presented by the moderator. Then the brainstorming can start: The participants spontaneously mention their ideas
and also include ideas from others. Optimally the participants pick up on ideas of each other and carry on creating new ones. Bullet points of all ideas are
taken during the process.

Note: it is important that the participants follow the rules. No idea should be criticized or evaluated right away. Even seemingly impossible ideas should be
openly expressed and the participants should not be afraid to embarrass themselves.

PRO Very efficient, virtual execution, CON Limited creativity, only bullet points,
ideas are separated from people moderator necessary

Classic Brainstorming Elocution

Worksheet for printing Structure (Selection of ideas and additional notes)

Pool of ideas Placeholder text Placeholder text Placeholder text

• Placeholder for your first idea
• Placeholder for the second idea

Placeholder text Placeholder text Placeholder text

Placeholder text Placeholder text

Placeholder text

Brainwriting Elocution

Visual confrontation with words or picture elements

Explore problem environment, Teams of 5-8 people Preferably different social-
gather ideas & professional backgrounds

First, a clear task is formulated. All participants sit around a table on which lies a stack of empty index cards. Each participant takes a card, jots down one
idea and passes the card on to the next person. This process repeats itself: the cards are passed on and the next person reads and adds a new idea. Cards
can also be passed on without any addition, if the participant does not have any ideas.

If a participant does not want to add any more ideas to a card which he started, he can place it on the table. If a participant does not have any more ideas he
may also add something to the already finished cards in the middle of the table and thus bring the idea back into circulation. If no new ideas arise the
Brainwriting is finished.

PRO A lot of ideas are collected in very little CON Confusion and bustle may be caused
time; the technique also works for poorly through the amount of cards passed on
structured problems and received

Brainwriting Elocution

Worksheet for printing / cutting out Idea

Idea Addition 1
Addition 2
Addition 1 Addition 3
Addition 2 Addition 4
Addition 3 Addition 5
Addition 4
Addition 5 Idea

Idea Addition 1
Addition 2
Addition 1 Addition 3
Addition 2 Addition 4
Addition 3 Addition 5
Addition 4
Addition 5

6-3-5 Method Elocution

Brainwriting technique according to Bernd Rohrbach

Fast, deep and extensive 6 participants or 6 teams Preferably different
development of ideas of the same size professional backgrounds

For the 6-3-5 method 6 participants each write down 3 ideas or solutions to a problem next to each other on a blank piece of paper.
Following, the teams / participants pass their idea clockwise to the next person / group. These write down specifications of the original
idea in the second line (development, reduction, adaptation).

The papers get passed on clockwise until they return to their starting point – hence 6 times 3 ideas were specified each 5 times (6-3-5).
In one round a maximum of 108 ideas can arise or, ideally, 18 in-depth developed ideas. The requirement for this method is a specific
question or problem which is not too complex. It is useful to set a time (1-5 minutes) until the papers get passed on to the next
person/group.

PRO Fast immersion in the problem solving CON External proposals are evaluated too
process, a solutions feasibility can quickly positive. Group responsibility dwindles.
be identified. A driving force is missing.

Problem / Task: 6-3-5 Method

Idea / Solution: 3.1 According to Bernd Rohrbach, worksheet for printing

1.1 2.1

1.2 2.2 3.2

1.3 2.3 3.3

1.4 2.4 3.4

1.5 2.5 3.5

1.6 2.6 3.6

Elocution

Osborn-Checklist Elocution

According to Alex Osborn

Further development of existing Individually or in teams Preferably different backgrounds
products / solutions with a moderator

The Osborn-Checklist is a powerful technique for generating ideas. It serves as a systematic guide for the generation of ideas. The focus
is on product and process innovations and provides a comprehensive approach to the problem and solution analysis.

This technique is especially useful for the further development of existing solutions, processes and products.
It also works very well for the further development of brainstorming or mind mapping ideas.

The questions should be worked on individually or in a team either in a predetermined or in a random order.
The processing of the questions may involve the use of other creative techniques.

PRO Comprehensive analysis and CON Not suitable for the development of
modification/adaptation of already entirely new products, processes and
existing solutions. solutions.

Osborn-Checklist Elocution

According to Alex Osborn, worksheet for printing

Use differently! • Put to other uses? As it is? … If modified?...
Adapt! • Is there anything else like this? What does this tell you?
Modify! • Is the past comparable?
Magnify! • Give it a new angle? Alter the color, sound, odor, meaning, motion and shape?
Reduce! • Can anything be added, time, frequency, height, length, strength? Can it be duplicated, multiplied or exaggerated?
• Can anything be taken away? Made smaller? Lowered? Shortened? Lightened? Omitted? Broken up?
Substitute! • Different ingredients used? Other material? Other processes? Other place? Other approach? Other tone of voice? Someone else?
Rearrange! • Swap components? Alter the pattern, sequence, layout? Change the pace or schedule? Transpose cause and effect?
Reverse! • Opposites? Backwards? Reverse roles? Change shoes? Turn tables? Turn other cheek? Transpose +/-?
Combine! • Combine units, purposes, appeals or ideas? A blend, alloy, or an ensemble?
Transform! • Stretch it out, compress or scrunch together? Make it harder or softer? …

Buzzword Analysis Elocution

Analogy

Promotes creative Teams with any number of Different social-,
and visionary thinking participants (+ Moderator) and professional backgrounds

With the Buzzword Analysis, initially a problem, product or term is defined.

Then words, pictures and images are chosen at random – for example from a dictionary or magazine. Alternatively a box with words and
pictures can be prepared in advance. The words and images should be chosen from various different topics so that many themes are
included.

A random word or picture is now chosen and can be pinned to the wall. In most cases the word or image has seemingly nothing to do
with the actual word. Now the participants are asked to use their imagination and freely associate new ideas, words and terms that
could be linked to the original word (analogy).

PRO Normal thought patterns are abandoned, CON Requires experienced moderator,
very effective when searching for a participants are generally sceptical
completely new solution, method is fun

Buzzword Analysis Elocution

Examples of buzzwords which can be used to freely associate Continuity
Tissues
Olympic Stadium Garden Reserve Acquittal Warranty
Hazard Madness Recipe Construction worker Backdrop
Adam Autobahn Jeans
Spain Theater Flag Handle Jam
Zero Stranger Cheers Song
Sports Match Lunch Parking
Settlement Wait Consultation Stars
Cultivation Gesture Actor Failure
West Indian Letter Virus
Ball Joint-stock company Stairs Ally Diary
Pot Compartment Spirit Cycle
Food Comment River
Cardinal Carry Lock Outsider Tenor
Terrain Box Relaxation World Rankin
Head of department Peninsula Disease Grandmother
Crisis Delay Face Kick-off Door
Tires Flower Dealer Screenplay
Diamond Iceland Twelve Medal
Appeal Year Agreement Supervision
Drug Dublin
Church

Morphological Analysis Elocution

According to Fritz Zwicky, new solution by combining partial solutions

Objective & complete coverage Groups with up to seven Different social-
of complex problems participants & moderator & professional backgrounds

A multidimensional matrix is the core of the Morphological Analysis.

First the defining components of a problem are determined and written down (in the lines on slide 34). It is important to make sure that
the components can stand for themselves and are not dependent on another factor. On the right side of every component a fixed
number of possible characteristics of the component should be noted (in the columns on slide 34). The resulting matrix provides a
variety of solutions to the problem by using combinations of all characteristics in different degrees. The recombination can be done
systematically (for example with the multi-factor method) or intuitively. This process is applied repeatedly. From the resulting
recombination's, new ideas are developed.

PRO Objective and systematic approach CON Evaluation of solutions may be difficult,
by use of random combinations; because so many ideas are found
high number of found solutions

Morphological Analysis Elocution

According to Fritz Zwicky, Worksheet (Morphological matrix, Zwicky-Box)

Components / Factors Possible characteristics

Clustering Elocution

According to Gabriele L. Rico, Cluster Analysis

Fast creation of a Big groups + moderator Preferably different backgrounds
pool of ideas (no censoring)

With the Cluster Analysis (Clustering), the group starts with one central word or term and starts freely associating.

Similar to mind mapping, this brainstorming-technique encourages creative impulses through the interaction of figurative and
conceptual thinking. By visually linking words to each other by creating a cluster, the thought patterns of the left brain (conceptual
thinking) are connected to the thought patterns of the right brain (figurative thinking). The result are unusual and creative chains of
association linked to the central word. One single word or phrase should be written down in the middle of a blank piece of paper and a
circle drawn around it (cluster core). Starting from the core, associations are listed and connected with each other with lines. A new
chain of associations can be started with a new line starting from the cluster core.

PRO Fast collection of various associations, CON Extensive, unfocused, imprecise
“map“ of ideas

Clustering Elocution

According to Gabriele L. Rico, worksheet for printing

Synectics Elocution

According to William Gordon

Changing familiar Teamwork & moderator Preferably similar
thought patterns professional backgrounds

Synectics is a problem-solving methodology which stimulates unconscious thought patterns. The basic principle is „Make the strange
familiar and alienate yourself from the familiar“.

The starting point is a thorough analysis of the problem. Then the group starts changing their prior thought patterns by forming new
analogies (springboard – slide 38); these can be from nature, personal analogies
(to reach the participants on a personal level) or symbolic analogies (contradictions).

PRO New and surprising solutions through CON Complicated procedure, long duration
a detailed problem-solving process (up to 4 hours)

Synectics – 10 Steps Elocution

According to William Gordon, worksheet for printing

1. Task Headline Define the problem in the form „How to..“
2. Task Analysis Set out why the problem exists, and ist background, the opportunity before you and what you have already tried or thought of.
3. Springboards - 1 Invite provocative statements and random ideas to set off creative thinking.
4. Selection Select the most appealing ideas to emerge from the Springboard. Write these down and start a new round.
5. Springboards - 2 Invite new provocative statements and random ideas to set off creative thinking. Write down the selected new ideas as well.
6. Ways and Means Look for practical steps to develop selected ideas and ways you may be able to implement them.
7. Emerging Idea Allow one idea to emerge as the strongest potential solution.
8. Itemised Response Evaluate the Emerging Idea, looking for ideas how to make it work until you identify the best way to go.
9. Force Fit Ask the question: Is this the best solution?
10. Possible Solution „Force-Fit“: Die letzten Analogien werden mit dem Originalproblem in Verbindung gebracht.
State and document the possible solution and the associated implementation processes

The 6 Thinking Hats 6 participants or Elocution
6 teams in the same size
According to Edward de Bono Preferably many
different character types
Holistic approach to the
solution-finding process

White (Neutral) Red (Fire) Black (Judge) Yellow (Sun) Green (Nature) Blue (Sky)

objective, emotional, intuitive, gut caution, criticism, risks, Positive thinking, growth, creativity, ideas, holistic view, not
data, facts feelings, fears, concerns, hazards, objections confidence, opportunities, alternatives considering the matter but
rather how to deal with it
PRO joy synergies

Possibility to „think in parallels“: CON Isolated viewpoints are considered
clear picture of all aspects of a problem, equivalent and may neutralize each
including intuition; holistic approach other.

The 6 Thinking Hats Elocution

According to Edward de Bono, worksheet for printing

White (Neutral) Red (Fire) Black (Judge)

Yellow (Sun) Green (Nature) Blue (Sky)

Evaluation

Condensation of thoughts (Convergence)

Examination of the ideas found e.g. on cost-effectiveness and affordability

1 Ideas Technical feasibility
2
3 60 Market information
4 30
15 Cost-effectiveness
Information
8 Information Affordability
1-4 Economy

Idea Selection Process / Evaluation

Various evaluation methods according to Horst Geschka

Complex Rating Dialectical Evaluation

 Holistic, no information on features  Pro-Contra-method
 Award points  Advocate method
 Pair comparison
(similar to Pro/Contra but with an additional plea for each side)
(create a matrix and always have two ideas in comparison)

Analytical Evaluation Other

 Polarity profiles Must-/Can criteria, portfolio analysis, single-stage selection,
 Benefit analysis multilevel selection (increase in expenses after reduction),
calculation of profitability, minimum requirements / Knock-out
(Table/Evaluation, recognizable ranking) criteria, scale of values, point value system, break-even analysis,
 Award points (for ex. 1-5) etc.

The Multi-Stage Evaluation Process

Multi-stage selection

Level 1 Level 2 Level 3

 Technical feasibility  Evaluation of method / field (e.g.  Economic analysis
 Economically sensible development, procurement,  At the end of the evaluation you should
 Realizable manufacturing, distribution)
be able to make a meaningful decision.
 Scale with points
 Point method
 Matrix

Complex Rating 1 2 3 4 5 6 7 8 9 10 11

Worksheet for pair comparison

1
2
3
4
5
6
7
8
9
10
11

Idea
Amount of nominations

Analytical Evaluation

Template for the creation of polarity profiles according to Peter Hofstaetter

Idea / Solution Applicable
Alternative Idea
very
some
little
little
some
very

Feature 1 Opposite 1
Feature 2 Opposite 2
Feature 3 Opposite 3
Feature 4 Opposite 4
Feature 5 Opposite 5
Feature 6 Opposite 6
Feature 7 Opposite 7
Feature 8 Opposite 8
Feature 9 Opposite 9
Feature 10 Opposite 10

Dialectical Evaluation CON

Worksheet Pro-Contra-method

Idea:

PRO

PRO essential CONTRA essential

Make time for Innovations

Calendar for the planning and execution of creativity techniques

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