Category Archives: creativity tools

Breaking the Barriers of Creativity

Break_the_barriersWhat holds people back from being creative? Is it a lack of time? Do you not have a budget for doing creative work? Perhaps you work in an industry where there are lots of regulatory or legal barriers that seem to make it hard to generate novel ideas.

For many people, these types of constraints seem frustrating and overwhelming. They appear to be strict boundaries that seem to limit your ability to be creative.

But guess what? Surprisingly, constraints are not a barrier to creativity. In fact, constraints are a necessary condition for creativity to occur. Your brain works harder and smarter when given tight boundaries. The more constrained you are, the more creative you’ll be.

So what is it that seems to limit our creativity? The answer is a condition known as fixedness. Fixedness is a cognitive bias that limits our ability to see the world around us differently than what we’re used to. There are at least three types.

First is functional fixedness. Functional fixedness makes it hard for you to consider an object doing a job other than what it you know it to do. When you see a dry erase marker, for example, you instantly relegate it to the job of...well...marking. If you could force it in your mind to be available to do another job, you end up with a creative idea.

One of my pet peeves is when someone takes a permanent marker and writes on a white board. Okay, maybe I’ve done it once or twice.  When that happens, take a regular dry erase marker and write over it. Voila! Permanent marks are gone! Now that’s creative.

The second type is structural fixedness. This type makes it really hard to imagine objects having a different structure than what we’re used to. Let’s go back to our dry erase marker. Why are these markers always straight? That’s fixedness. What if we could imagine a curved marker or perhaps one with a grip. Instead of holding it like a pencil, we can bend it so it fits in our hand better. Again, that’s creative.

Finally is what we call relational fixedness. This type of fixedness makes it very hard to imagine two objects having a relationship that wasn’t there before. As one object changes, the other object changes. Our mind doesn’t form these connections naturally because of relational fixedness.

Look at our simple whiteboard marker. What if it could change colors automatically when writing on different areas of the white board? Are there certain applications where that would be more convenient. When we find that application, we’ve generated a creative idea. We’ve broken through our fixedness to create new value.

We all have all three types of fixedness, and they hold back our ability to generate new possibilities. The good news is that you can break all three types. But you need a set of cognitive tools to do it.

Marketing Innovation: Chicken and the Absurd Alternative Tool

Jacob Goldenberg, in his book, "Cracking the Ad Code," describes eight creative patterns that are embedded in most innovative, award- winning commercials. The tools are:

  1. Unification
  2. Activation
  3. Metaphor
  4. Subtraction
  5. Extreme Consequence
  6. Absurd Alternative
  7. Inversion
  8. Extreme Effort

One of my favorites is the Absurd Alternative Tool. It works by offering exaggerated alternatives to using the product or service to highlight the benefit. But the key is to make the alternative truly absurd. Otherwise viewers can get confused.

Here's a great example fromTyson Chicken that is so simple and effective:

To use the Absurd Alternative Tool, first identify the key benefit you want to promote in the advertisement. If your product or brand is already well-understood in the marketplace, you should select a secondary benefit to emphasize instead to get more value for your advertising budget.

With the benefit in mind, think of an exaggerated or ridiculous way the customer could obtain the benefit instead of using your product. Then communicate the message by juxtaposing the two alternatives (yours and the absurd one) in the advertisement. Here's an another example in a print ad: