Sep 15, 2020

Design Thinking: Using collective creativity

Design Thinking: Using collective creativity
“We cannot solve our problems with the same thinking we used when we created them” Albert Einstein

We are in a period of innovation when major disruption is happening in FMCG categories and across most other industries. In answer to this change approaching problems with the same thinking that creates them does not yield results that will delight the user. Using Design Thinking mindsets and methodologies business teams can be enabled to leverage their creativity to see possibilities. Users of the brands are placed at the very heart of the session, to bring a high degree of empathy, prototyping and human centred learning approaches to all solutions. This works for brand and business problems.

"A mind is like a parachute. It doesn't work unless its open" Frank Zappa

David Kelley (IDEO) teaches us all about his decades of experience in nurturing ‘Creative Confidence’ in business managers and leaders. He argues that through-out our childhood years our inner child of creativity is continually judged leading us to not exercise this innate ability as adults. We need to un-tap the potential of all employee’s creativity in ideation, sketching and creating prototypes; then applying it in courageous means. Safe environments are created in work sessions without judgement of ideas enabling participant freedom to tell stories and inspire new solutions.  

"Leading innovation is not about getting people to follow you into the future, it is about getting people to co-create it with you" Linda Hill

Linda Hill, Harvard Professor, through her research on innovative cultures within Organisation’s concludes that businesses succeed when the ability to create ‘Collective Genius’ across the diverse team (roles, levels, experience) can be applied to problems. These approaches are adopted within Design Thinking when space is created for individuals in teams to be equal; all focused on a single common goal, sharing their wild ideas and co-creating solutions. So, not only do we need more creative individuals it needs more creative teams focused on tough problems. The genius of the collective participants is always far superior to the single individual.

"The greatest danger for most of us is not that we aim too high and miss it, but that we aim too low and reach it" Michelangelo

Design Thinking places USER empathy, prototyping and testing at the heart of the session. The problem is seen through their lens and participants are encouraged to find the very best solution for the user. We have experienced many strong results from this creative approach: in categories helping them become profitable again; finding profitable systemic solutions, helping organisations re-design to win in the market and enabling brands to find digital transformation platform ideas to answer unmet consumer needs.

How can HelloCreativity! help you with your latest challenge?