Creativity Supercharger 15 - The Hidden Lessons of Creativity Models

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In this lesson, let’s take a look at creativity from a wider model-based perspective.

In 1926, Gram Wallace’s book, The Art of Thought, was published. In this book Wallace theorized that there are four stages of creative thought: preparation, incubation, illumination and verification.

1   Preparation - Conscious.  A problem is discovered or created.  In this stage the aim is to clarify the problem and acquire more information about the problem.  This stage includes research, brainstorming, and organizing ideas.

2   Incubation - Subconscious.  The mind is given time to process all the material gathered in the preparation stage.  Attention is turned to other things.  The problem is set aside allowing the subconscious mind to process the problem.

3   Illumination - Eureka — the moment of insight.  This is where the idea, which has been incubating, assumes definite form. 

4   Verification - This is where you challenge the idea that came to you in the Illumination stage.  Challenge, develop and apply your ideas. 

In 1931, Joseph Rossman expanded the creative model of four steps to seven. In Rossman’s model, we have:

Rossman's Creativity Model

1 Observation of a need or difficulty
2 Analysis of the need
3 A survey of all available information
4 A formulation of all objective solutions
5 A critical analysis of these solutions for their advantages and disadvantages
6 The birth of the new idea -- the invention
7 Experimentation to test out the most promising solution, and the selection and perfection of the final embodiment

And here is the model developed by Alex Osborn two decades later.

Osborn's Seven-Step Model for Creative Thinking

1   Orientation: clarifying the problem
2   Preparation: gathering relevant information
3   Analysis: breaking down the relevant material
4   Ideation: piling up alternatives by way of ideas
5   Incubation: letting up, to invite illumination
6   Synthesis: putting the pieces together
7   Evaluation: judging the resulting ideas

What can we learn about the creative process from these models?

1. Creative thinking and critical thinking work in complementary but independent stages.
2. Creativity is an active process that includes the purposeful generation of ideas.
3. The creative process includes a drive to action and the implementation of ideas.
4. In the creative process, imagination and analysis work hand-in-hand.

As Doctor and Author Tapomoy Deb wrote:

"Creative thinkers study and analyze, but they have trained their perception mechanisms to notice things that others miss."

"Creative thinkers verify and judge, but they expect surprises and avoid judging prematurely.
We must do more than simply imagine new things, we must work to make them concrete realities.
An idea has little value unless released to the world and executed upon."

It’s generally agreed upon that these stages don’t need to occur in any particular order. Whether you apply these models or find this review sufficient to spark insight, it is apparent in them that the creative process is active and purposeful and has something made real come out of it. See you in the next lesson.

To Quote Ed Glassman, professor emeritus at UNC Chapel Hill: "Please remember that a new idea is like a seed; you don’t know how it will turn out until you allow it to mature a little."

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