奥美培训Creative Problem Solving

,CreativeProblemSolving,Creative,Creativeisthethoughtprocesswhichgoesbeyondexistingstructures,patterns,ideasandrealitiesandresultsintheproductionofideasthatarenewandchallengingandinevitablydisruptivetothepre-eminenceofexistingideas.ProfessorJudithRobinsonValdezTheStudyandDevelopmentofCreativeThinking1987,KeyMechanisms,OpeningupDivergentthinkingClosingdownConvergentthinking,DeferjudgmentThinkofasmanyideasasyoucanBereceptivetoallideasLookforwaystomodifyorotherwisecombineideasAllideastoincubateBesystematicClarifyandmakeknownyourevaluationcriteriaAvoidprematureclosureondataBerealisticaboutyourproblemAvoidkillerinstructinevaluatingdataDontlosesightofwhereyouaregoing,FocusChallengeSearchHarvestEvaluateSolutionforFrontAlternativesRunners,?,Patterning,ThesystempushesuswemustbreakthepatternsTherightanswer-ThesecondandthethirdrightanswerThatsnotlogical-itdoesnthavetobeFollowtherules-ChallengetherulesBepractical-beamagicianAvoidambiguity-useambiguityasadevelopmenttoolToerriswrong-failurecreatesopportunitiesPlayisfrivolous-playisessentialThatsnotmyarea-whatcanIlearnbyanalogyDontbefoolish-challengegroupthinkImnotcreative-ImcreativeifIthinkIam,WheredoPeopleFindMostofTheirIdeas,SittingontoiletShoweringorshavingTravelingtoworkDuringaboringmeetingDuringleisurereadingWhileexercisingOnwakinginmiddleofnightWhileinchurchWhileperformingmanuallabor,TypeofSolution,“PreviousProblems”,WhatWeNeedToKnow,WhatWeCanOnlyGuess,WhatWeKnowNow,WhatWeCouldKnowNow,“NewProblem”,Moreofthesame,MoreandBetter,MoreandBetter,SomethingDifferent,MovingTheWindowofOurExperience,“PreviousProblems”,WhatWeNeedToKnow,WhatWeCanOnlyGuess,WhatWeKnowNow,WhatWeCouldKnowNow,“NewProblem”,TypesofProblems,Opportunity:Achancetodothinkbetterordifferently.YouKnowwhereyouwanttobe.itisnowaquestionofworkingouthowtogetthere.Anopportunityisalsocalledaclearbrief.Difficulty:Youknowwhatneedstobedonebuttheexecutionisdemanding,exactingorintricate.Usuallyinvolvesthechanceofupsettingpeople,includingyourself.,Dilemma:Youseemtohavetochooseeitheronewayoranother,neitherofwhichislikelytogetyoutowhereyoureallywanttobeMess:Aseriesofinterconnectedproblemsthatyoudontfullyunderstand.ThereareprobablymanyrightanswersbutyouneedtounravelcomplexitiesanduncertaintiesMystery:Unexplainedandoftenambiguousdeviationsfromwhatyouexpected.youdontknowwhy,WhatIsTheProblem?,Havewecomeacrossthesameproblembefore?,Whatarethesuccesscriteriaforthesolution,Havewecomeacrossasimilarproblembefore?,Whataretheconstraints?,Whatdatadowehaveandwherearethegaps?,HowAreWeGoingtoApproachTheSolution?,Whatsortofblockbustinghelpdoweneed?,Howmanyalternativesolutionsarewegoingtolookfor?,Whoblocksarewelikelytohit?,Howlongwillweallowforincubation?,Canweredefinetheproblem?,IsThisAPotentialSolution?,Howcanweimproveit?,doesitmeetthesuccesscriteria?,Whatpartsoftheproblemdoesitsolveandnotyetsolve?,Doesitmeettheconstraints?,Doesitholdtogether?,WhichIsTheRightSolution?,Canitbeimplementedeasily?,Canitbemeasuredeasily?,Isiteffective?,Isitefficient?,Doesitgiveusanedge?,BetterQuestions,Thegreaterthedegreeofturbulenceandchange,themoreweneedtorelyonaprocessofbetterquestionsandlessonexperienceavailablefortheanswers.Ifwedidnotdothisalready,wouldwegointoitnowknowingwhatwenowknow?Ifnothenwhatdowedonow?Isthereanythingyoumightexpectmetoknowalreadyandwhichthereforeyouhaventtoldme,Reframing,StatingaprobleminadifferentwaybyusingtermsthataremoreconvenientforyourownunderstandingReframe1RephrasingtheprobleminyourownwordssoyoucangetitorganizedinyourmindReframe2puttingtheprobleminwordsyoucanworkwithReframe3MakingtheproblemcometoyouReframe4Makingthestrangefamiliar,Reframing,IwanttopersuademyclienttoacceptourproposalsHowtopersuademyclienttoacceptourproposalHowtowinherconfidenceHowtoshowherwhatisbetteraboutthenewapproachHowtoarouseherenthusiasmHowtofindtherightbaittohookherinterestHowtoreduceherfearsofchangehowtobreakdownherresistanceETC.ETCSomefeelthat“Howto(H2)”asanapproachpointstoomuchatonerightanswerandprefertoreframewith“Inwhatwaysmightwe”(IWWMW),Wishing,IsimportantasthefirststepAllowsforexpansivethinkingAvoidstheneedstodefend,bypassingtheselfcensorAllowsbits&piecesofideastobevoicedHelpguardagainstevaluationIncreaseslevelofspeculationInvitesfurtherthinking,WhyChainingatToyota,Brokendownmachine,1.Whyhasthemachinestopped/Afuseblewbecauseofanoverload.2.Whywasthereanoverload?Therewasntenoughlubricationforthebearings3.Whywasntthereenoughlubrication?Thepumpwasntpumpingenough4.Whywasntenoughlubricationbeingpumped?Thepumpshaftwasvibratingasaresultofabrasion5.Whywasthereabrasion?Therewasnofilter,whichallowedchipsofmaterialtogetintothepump,Installafilter,WhyChainingatOgilvy&Mather,1.Why?Therearetoomany“gotaminute”sinmyday2.Why?Ihaveanopendoorpolicy3.Why?Iwantmypeopletohavemyinputwhenthereisacrisis4.Why?WeworkasateamandImthemostexperienced5.Why?TeamworkandsharingmakeO&Mproductive,Neverenoughtimetocompletetodolist,Planforinterruptionsinyourtodolistandtimemanagementandfeelgoodwhenyourpeopleaskforyouropinion,ThinkofWaystoImproveAportableRadio,ThinkofwaysThinkofwaystotoimproveimprovesomethingsomethingportable,MakeitlargerPutwheelsonitPolishitMakeiteasytopickupAddmorefeaturesRemovefeaturesofpartsUsemoreexpensivepartsHavelotsofpocketsforaccessoriesMakeitsmallerSimplifyitsoperationMakeitmoreflexibleMakeiteasytostore,StainlessSteel,Addspotlight,Arubberradiothatbends,Addstoragecompartmentsforextrabatteries,AttributeAssocationChains,ListallmajorproblemcomponentsandtheirsubcomponentsReadoneofthesubcomponentsandwritedownthefirstwordthatpopsintoyourmindUsethisworkassociationasastimulus-4chainassociationsUsewordassociationsasstimuliandgenerateideas,TwoWordMethod,Listalternativewordmeaningsfor2keywordsinproblemstatementExaminecombinationsoftwowords,onewordfromeachlistusecombinationstosuggestideas,FishBones,BuildingTheBrand,IdeasConceptsDirectionsFocus*Meterthewater*Increasedefficiencyofuse*Chargeforwaterus*Lesswastage*Raisechargeforuse*Discourageuse*Wateronlyatcertaintimes*Education*Putaharmlessbadsmallinit*Restrictuseforgardens*Publishnamesofheavyusers*Threatentorationetc.etc.*Newsources*Recycling*Lesswastagefromsources*Stopwaterusingprocess*Substituteothersubstances*Avoidneedtousewater,Reduceconsumption,Increasesupply,Dowithout,Copingwithawatershortage,BuildingTheBrand,IdeasConceptsDirectionsFocus,Morefrequentpurchase,Buymoreperpurchaseoccasion,Takefromcompetitivebrands,Recruitnewusertomarket,Increaseusage,Increaseusers,IncreaseBrandsales,IWWMWimprovearefrigeratorWriteDownAllMajorReverseEachProblemAssumptionsAssumptionKeepsfoodcold*HeatsfoodBuildinasmallmicrowaveovenOpeningdoorletsout*OpeningdoorhelpsOpenin