10奥美策划提案英文61creative problem solving009

1、Creative Problem SolvingCreative Creative is the thought process which goes beyond existing structures, patterns, ideas and realities and results in the production of ideas that are new and challenging and inevitably disruptive to the pre-eminence of existing ideas.Professor Judith Robinson ValdezTh

2、e Study and Development of Creative Thinking 1987Key MechanismsOpening up Divergent thinkingClosing downConvergent thinkingFocusChallenge SearchHarvestEvaluate SolutionforFrontAlternativesRunnersPatterning The system pushes us we must break the patterns The right answer -The second and the third rig

3、ht answer Thats not logical -it doesnt have to be Follow the rules-Challenge the rules Be practical-be a magician Avoid ambiguity-use ambiguity as a development tool To err is wrong-failure creates opportunities Play is frivolous-play is essential Thats not my area-what can I learn by analogy Dont b

4、e foolish-challenge group think Im not creative-Im creative if I think I amWhere do People Find Most of Their Ideas Sitting on toilet Showering or shaving Traveling to work During a boring meeting During leisure reading While exercising On waking in middle of night While in church While performing m

5、anual laborType of Solution“Previous Problems”What We NeedToKnowWhat We CanOnlyGuessWhat We Know NowWhat We Could Know Now“NewProblem”More ofthe sameMore andBetterMore andBetterSomethingDifferentMoving The Window of Our Experience“Previous Problems”What We NeedToKnowWhat We CanOnlyGuessWhat We Know

6、NowWhat We Could Know Now“NewProblem”Types of ProblemsOpportunity: A chance to do think better or differently. You Know where you want to be. it is now a question of working out how to get there. An opportunity is also called a clear brief.Difficulty: You know what needs to be done but the execution

7、 is demanding, exacting or intricate. Usually involves the chance of upsetting people, including yourself. Dilemma: You seem to have to choose either one way or another, neither of which is likely to get you to where you really want to be Mess: A series of interconnected problems that you dont fully

8、 understand. There are probably many right answers but you need to unravel complexities and uncertainties Mystery: Unexplained and often ambiguous deviations from what you expected. you dont know whyWhat Is TheProblem?Have we comeacross the sameproblem before?What are thesuccess criteriafor the solu

9、tionHave we comeacross a similarproblem before? What are theconstraints?What data dowe have andwhere are thegaps? How Are WeGoing toApproach TheSolution?What sort ofblockbustinghelp do we need?How many alternativesolutions are we goingto look for?Who blocks arewe likely to hit? How long will we allo

10、w for incubation?Can weredefine theproblem? Is This APotentialSolution?How can weimprove it?does it meet thesuccess criteria?What parts ofthe problem doesit solve and notyet solve? Does it meet theconstraints?Does it holdtogether? Which IsThe RightSolution?Can it beimplementedeasily?Can it bemeasure

11、d easily?Is iteffective? Is itefficient?Does it give usan edge? Better Questions The greater the degree of turbulence and change, the more we need to rely on a process of better questions and less on experience available for the answers. If we did not do this already, would we go into it now knowing

12、 what we now know? If no then what do we do now? Is there anything you might expect me to know already and which therefore you havent told meReframingStating a problem in a different way by using terms that are more convenient for your own understandingReframe 1Rephrasing the problem in your own wor

13、ds so you can get it organized in your mindReframe 2putting the problem in words you can work withReframe 3Making the problem come to youReframe 4Making the strange familiarReframingI want to persuade my client to accept our proposalsHow to persuade my client to accept our proposalHow to win her con

14、fidenceHow to show her what is better about the new approachHow to arouse her enthusiasmHow to find the right bait to hook her interestHow to reduce her fears of changehow to break down her resistanceETC. ETCSome feel that “How to (H2)”as an approach points too much at one right answer and prefer to

15、 reframe with “In what ways might we”(IWWMW)Wishing Is important as the first step Allows for expansive thinking Avoids the needs to defend, by passing the self censor Allows bits & pieces of ideas to be voiced Help guard against evaluation Increases level of speculation Invites further thinking

16、Why Chaining at ToyotaBroken down machine1. Why has the machine stopped/A fuse blew because of an overload.2. Why was there an overload?There wasnt enough lubrication for the bearings3. Why wasnt there enough lubrication?The pump wasnt pumping enough4. Why wasnt enough lubrication being pumped?The p

17、ump shaft was vibrating as a result of abrasion5. Why was there abrasion?There was no filter, which allowed chips of material to get into the pumpInstall a filterWhy Chaining at Ogilvy & Mather1. Why?There are too many “got a minute”s in my day2. Why?I have an open door policy3. Why?I want my pe

18、ople to have my input when there is a crisis4. Why?We work as a team and Im the most experienced5. Why?Teamwork and sharing make O&M productiveNever enough time to complete to do listPlan for interruptions in your to do list and time management and feel good when your people ask for your opinion

19、 Think of Ways to Improve A portable RadioThink of waysThink of ways toto improveimprove somethingsomethingportableMake it larger Put wheels on itPolish it Make it easy to pick upAdd more features Remove features of partsUse more expensive parts Have lots of pockets for accessoriesMake it smaller Si

20、mplify its operationMake it more flexible Make it easy to storeStainlessSteelAddspotlightA rubber radiothat bendsAdd storagecompartmentsfor extrabatteriesAttribute Assocation Chains List all major problem components and their ponents Read one of the ponents and write down the first word that pops in

21、to your mind Use this work association as a stimulus - 4 chain associations Use word associations as stimuli and generate ideasTwo Word Method List alternative word meanings for 2 key words in problem statement Examine combinations of two words, one word from each list use combinations to suggest id

22、easFish BonesBuilding The BrandIdeasConcepts DirectionsFocus* Meter the water* Increased efficiency of use* Charge for water us* Less wastage * Raise charge for use* Discourage use* Water only at certain times * Education* Put a harmless bad small in it* Restrict use for gardens* Publish names of he

23、avy users* Threaten to ration etc.etc.* New sources* Recycling* Less wastage from sources* Stop water using process* Substitute other substances* Avoid need to use waterReduceconsumptionIncreasesupplyDo withoutCoping witha watershortageBuilding The BrandIdeasConcepts DirectionsFocusMore frequentpurc

24、haseBuy more perpurchase occasionTake fromcompetitive brandsRecruit new userto marketIncreaseusageIncreaseusersIncrease BrandsalesIWWMW improve a refrigeratorWrite Down All MajorReverse Each Problem AssumptionsAssumptionKeeps food cold* Heats food Build in a small microwave ovenOpening door lets out* Opening door helps Opening door triggers acold air retain cold air inside boost cold air unt