What De Bono doesn't tell you!

info Loaded Brush - Sunday, May 01, 2011

So you have put on a red hat and a yellow one, invested in some postits and colourful markers, generated some ‘random words’ and brainstormed more than a dozen uses for an umbrella.
  You’ve tried to get ‘out-of-the-box’ and ‘off-the-wall’ but somehow you are just a bit stuck.  I mean you don’t even own an umbrella, what difference does it make how other people choose to use them?


De Bono has done a great deal to encourage an understanding of creativity as a skill and process.  One, which we all participate in, and can practice and improve.  However De Bono only gives us half the recipe.  Typical of a science trained doctor, his approach is one of follow the instructions step by step, voila, Creativity!


Any amateur chef will tell you following the recipe does not always result in the cookbook picture! And of course that is ok, if you are happy with the taste, but De Bono’s tools for too long have left a bad taste, or sadly no taste at all!


Mastering any skill, from climbing to kissing involves some technical aspects, the method or instructions.  However there are elements one can only learn from experience, the language unique to that skill.  Rock climbers learn to read the rock, as well as the weather and perhaps the body language of the climbers they rely upon.  Chefs learn the language of food, the smell of a ripe tomato, the texture of a certain sauce.  These sensibilities are developed over time and practice.  So what then is the language of Creativity?


The great news is that the language of Creativity is all languages, your language, the Hundreds of Languages.

Every experience you have builds your repertoire of what IDEO’s Jane Fulton Suri calls ‘Design Sensibilities.’  Elements of rhythm, gesture, texture, light, humour and perspective to name just a few.  These subtle intuitive components are drawn upon personally and professionally and building our awareness of them increases our ability to make thoughtful, powerful and creative decisions.

Suri writes “develop the design sensibilities of your employees as a business asset with two important benefits: more refined intuitions about the needs and desires of your customers and greater confidence in making intuitive judgments to resolve complex problems with well-rounded solutions.”


So how do I develop design sensibilities? Come and talk to us, it is what we do.


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