New Models in the Creative Process to achieve New and Innovative Ideas, Entities, Products and Services; In Art, Publishing, Businesses and any related field:
1st: Resolving the problem: A problem is given to the creative person and they immediately start working on the solution.
2nd: Having and applying thinking tools: the idea-person learns to use the thinking tools as a way of being mentally more productive.
3rd: Graphing, drawing, drafting ideas and concepts: a creative person take notes, draw and draft, while thinking.
4th: All the above led me to the final Idea: Achieve a new final product whichis current, modern, creative and innovative.
5th: Testing that idea, putting it into practice, launching the final Product orConcept. Materializing the Idea and looking for concrete results.
Advanced creative persons have learned many ways and tools for thinking and they have experience in using them extensively. They understand which tools are most useful to them in each situation.
They take many notes while thinking, draw, and graph ideas without prior judgment, without prejudging feasibility.
For example, in Advertising Creativity is more concerned with a quality idea in order to transform it into a quality advertisement.
The idea is considered the most important product in the thinking process instead of the advertisement.
Development Model:
1.-Be sure that the presented problem is the most important one to solve.
2.-Creative persons test the tools to use and decide which one is the most productive for each case.
3.-They learn not to prejudge ideas in the thinking process and improve their notes throughout the process. They understand that an idea may be feasible and must always be active.
4.-They consider the discovery of a great idea as the ultimate goal, thentransform the idea into a final product.
“There is nothing that fools us as much as our own opinion in judging our work; and in this case enemies’ criticisms are more useful than friends’ praises; because since they are the same as us, they can beguile us as much as our own opinion”,Leonardo Da Vinci.
Creativity may be magical, but it is not magic. It is a method for findingsolutions to problems; solutions that reveal our ability to adapt and move forward as human beings.
One of the first insights is that creativity is a personal process. Each personexperiences it differently from everyone else, even when parts of the processcan be identified as similar or possibly shared with another.
It is necessary to be creative in five (5) aspects when speaking about launchinga new product or service into the market: First: Creation of the New Product is Necessary (that the product is unique, reaching the needs and desires of people that were not there before, generating monetary and non-monetary value, that the packaging is creative in package and design, intangible); Second: The Strategic Communication of the New Product or Service is Necessary; Above The Line (ATL) and Below The Line (BTL) Creativity, Creativity in Design and Advertisement; Third: Creativity in the Distribution Channel is Necessary; Fourth: Creativity in Organization or Who makes the New Product or Service is Necessary (Creative Teams, Individual and Collective Creativity, Creative Environments); Fifth: Creativity in Advanced Research and Consumer Behavior is Necessary (needs, desires and fondness), such as knowing the Target, taking into account the unconscious part of the people rather than the conscious part, having to learn the intrinsic, implicit, unseen needs, attachments, desires and what the consumers do not currently have. If Steve Jobs had only listened to the consumer, he would have improved the Mac computer and would have never invented the Ipad, beware of this lesson.
Below there are creative tools, many of which shall be developed along with their respective processes.
Some interesting tools in the Process:
– Mixing research with testing; use of experience and experimentation.
– Obsessing with the problem, resting and creative pause in order for the idea to come out.
– Use of imagination, fantasy, daydreaming, anything that does not attack the idea.
– Use of prêt a porter (making something ready to wear), depending on the problem.
– Lists of features (use of attention directing tools).
– Asking people about their own experience and later reflecting their insightthrough proper values (algorithm and expertise tools).
– You must think of the target audience; people sell art with a combination of words and photography or visual things.
– Perform research with the salespersons, do shopper marketing, do visual research.
– Research tool through visual images (Publicists do this).
– Psychological research: when the participants of a study are induced to visual images as communication tools they have more freedom to answer compared to what a normal research question may accomplish.
Research via visualization can incorporate an important dimension of experiences as emotions, which are not easily or clearly expressed with words.
Visualization can provide facts and subjects that can be verbally discussed and analyzed.
Research performed via visualization develops the quality of the data.
The visual challenge, originally considered as an interview supplement, captures imagination in several forms that had not been previously seen or anticipated.
– Use of random Photos – used as Provocation – (tools used to Provoke, how to provoke a physical or chemical reaction, for example: introducing a Random Word, a randomly chosen photograph, creates a different reaction).
– Making a wish list or a list of attachments, a list of needs (needs and desires).
A final list must be compiled, close to 300 names; this compilation represents agood number and an incredible cerebral power. Conceptualization comes from this.
– Use of drawings, designs, mental maps, visualizations, illustrations, graphs (as an example, those used by Leonardo Da Vinci, and from three perspectives).
An introspective and self-analysis level represented in drawings is really remarkable.
Drawings and visualizations represent a remarkable level of introspection and self-analysis of whomever does them.
– Use of deduction and induction
– (explicit tool in the Philosophy of Andrés Bello).
It seems that intuitive people are regularly involved in thinking tasks and build experiences developing these tasks. They can become more metacognitively alert than those who are not focused on these activities on a day-to-day basis.
If you have previously experienced a task and fail to fulfill it for any reason,you may use this experience to justify these resources in different paths with the hope of having a better result.
Metacognitive strategies are those employed to ensure that a goal is reached or accomplished.
Typical cognitive strategies, for example, may be involved in the making oflists of benefits of a product for the consumer. Another could be making a listof the features of these products.
To use enough time in order to create the personality of a brand.
Visual images may be used to explore human experiences better than other forms of communication.
For example, Research through the visualization of a product is used as a visual task developed by the participants during a research project.
People that practice or work in Art, Advertising, Fashion, Politics, Business, Marketing, Management, Technology, Sports, among others, are prepared to bring their tasks to the table and others love them, hate them, change them, buy them, steal them or dismiss them. They have learned to constantly handle critique, they have learned to revise themselves, to recover, to win and to lose, even clients and businesses.
These types of personalities are the great thinkers.
Ramon Marcel Arellano Baez 