Creative Problem Solving for Managers Fourth edition How can managers tackle complex problems? How do you encourage innovation? How do you implement new solutions? Is creativity the key to management success? In answering these questions, this accessible text provides a lively introduction to the essential skills of creative problem solving. Using extensive case studies and examples from a variety of business situations, Creative Problem Solving for Managers explores a wide range of problem-solving theories and techniques, illustrating how these can be used to solve a multitude of management problems. Thoroughly revised, this new edition retains the accessible and imaginative approach to problem-solving skills of previous editions. Coverage includes: (cid:129) advice on overcoming blocks to creativity (cid:129) key techniques, including lateral thinking, morphological analysis, synectics and group problem solving (cid:129) new PowerPoint slides to aid course leaders (cid:129) a revised and updated chapter on using computers to stimulate creative thought. As creativity is increasingly being recognized as a key skill for successful managers, this book will be welcomed as a readable and comprehensive introduction for students and practising managers alike. Tony Proctor is Emeritus Professor of Marketing at the University of Chester, UK. Given the uncertainties of the organisational environment, the ability to creatively approach, manage and resolve problems that are difficult to describe and structure will be an increasingly valued business skill. This new edition of Creative Problem Solving for Managers offers up-to-date guidance on how to approach and resolve such problems. Jon Curwin, Senior Learning and Teaching Fellow, Birmingham City Business School, UK You will never again approach creativity and problem solving in quite the same light. Taking into account both the ‘what’ and the ‘how’, this valuable book provides readers with the knowledge needed to solve a range of management problems. A masterpiece! Dr Kim Hua Tan, Reader, The University of Nottingham, UK Creativity is a fundamental skill for business managers. Tony Proctor’s book provides an excellent practical guide to this topic. The case studies, creativity techniques and the pragmatic knowledge and insights within this book make it essential reading for managers, facilitators and students alike. Dr Elspeth McFadzean, Visiting Academic Fellow, Henley Business School, the University of Reading, UK Essential reading for anyone aspiring to enhance organisational creativity and innovation. Supported by comprehensive and in-depth discussion of theory, this book provides an approach to creativity that really does work in practice. I have used previous editions as a core text at undergraduate and postgraduate levels and am inspired by the updates in this fourth edition. Lots of useful cases and examples to stimulate debate, including the use of technologies in creativity, brings this edition right up to date. Dr Pauline Loewenberger, Lecturer, the University of Bedfordshire Business School, UK This is an excellent book for understanding how best to approach complex situations and come out with creative solutions to the strategic problems that managers face. Grounded in practice and providing detailed case studies of real business situations, this book gives readers a solid foundation for developing their own creative solutions to problems. Paul Hughes, Senior Lecturer, Durham University, UK Creative Problem Solving for Managers Developing skills for decision making and innovation Fourth Edition Tony Proctor R Routledge Taylor &. Francis Group LONDON AND NEW YORK First published 1999 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN and by Routledge 711 Third Avenue, New York, NY 10017 Reprinted 2002 (twice), 2003 Second Edition 2005 Third Edition 2010 Fourth Edition 2014 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2014 Tony Proctor The right of Tony Proctor to be identified as author of this work has been asserted by him in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data Proctor, Tony. Creative problem solving for managers: developing skills for decision making and innovation/Tony Proctor. – 4. pages cm Includes bibliographical references and index. 1. Problem solving. 2. Decision making. 3. Management. I. Title. HD30.29.P763 2013 (cid:2) 658.4 03 – dc23 2013020152 ISBN: 978-0-415-71402-0 (hbk) ISBN: 978-0-415-71403-7 (pbk) ISBN: 978-1-315-88299-4 (ebk) Typeset in Perpetua and Bell Gothic by Florence Production Ltd, Stoodleigh, Devon, UK Contents List of illustrations x Preface to the fourth edition xv 1 CREATIVITY AND ITS IMPORTANCE IN BUSINESS 1 Introduction 1 Changing times 2 Some definitions of creativity 3 Invention and creativity 4 The importance given to creativity in business 6 How creative thinking may be used in management 9 Conditions in which creative thinking is needed most 11 Paradigm shift 14 Questions 15 Cases 16 2 BLOCKS TO CREATIVITY 20 Introduction 20 The need to be ready for change 21 Mindset 21 When mindset blocks us 22 Other barriers to an individual’s creativity 23 Dealing with an individual’s blocks to creativity 23 Diagnosing whether someone is blocked in their thinking 25 How techniques help to overcome blocks 27 Blocks to organizational creative thinking and ways of dealing with them 29 Elements and conditions of creative organizations 30 Questions 31 Cases 32 v CONTENTS 3 THEORIES OF CREATIVITY AND THE CREATIVE PROBLEM-SOLVING PROCESS 37 Introduction 37 Creative thinking 39 The investment theory of creativity 39 The brain as an information processor 41 Convergent and divergent thinking 45 The conditions of creative thinking 45 Origin of creativity 47 The cognitive theory of creativity 49 How we get ideas: the index metaphor 52 Problem-solving mechanisms 54 Analogical reasoning 55 Questions 59 Cases 59 4 PROBLEM SOLVING AND IMPROVISATION 61 Problem solving 61 Models 63 The problem-solving process 66 The problem-solving process and the creative process 69 Compositional and improvisational creativity 74 Some limitations on formal problem-solving approaches 76 Questions 78 Cases 78 5 FACTORS INFLUENCING PEOPLE’S ABILITY TO UNDERTAKE IDEATION 82 What helps people get ideas 82 The techniques 85 Qualities of a creative person 85 Thinking style 87 Personality 87 Learning style 89 Mood or emotions 89 Problems in groups 90 The range of techniques and their suitability for solving different types of problem 91 Conclusion 92 Questions 93 Cases 94 vi CONTENTS 6 OBJECTIVE FINDING, FACT FINDING AND PROBLEM FINDING/DEFINITION 97 Objective finding 99 Fact finding and problem definition/redefinition 101 Dimensional analysis 102 Redefinition approaches 106 Redefinition approaches: laddering 108 Redefinition approaches: goal orientation 109 Redefinition approaches: boundary examination 111 Redefinition approaches: progressive abstractions 113 Redefinition approaches: the ‘why’ method 114 Analytical techniques: decomposable matrices 114 Analytical techniques: cause-and-effect diagrams 117 Questions 119 Cases 119 7 MORPHOLOGICAL ANALYSIS AND RELATED TECHNIQUES 124 Introduction 124 Checklists 125 Attribute listing 128 Morphological analysis 131 Force-fitting triggers 135 Heuristic ideation technique 138 Component detailing 139 Sequence-attribute modification matrix 141 Questions 143 Cases 144 8 BRAINSTORMING AND ITS VARIANTS 148 Introduction 148 Classical brainstorming 149 The process of brainstorming 152 Wildest-idea variant 156 Stop-and-go brainstorming 156 Round-robin brainstorming 156 Gordon–Little variation 156 Trigger method 157 Problems with brainstorming 158 Brainwriting 159 Brainlining 159 Questions 161 Cases 161 vii CONTENTS 9 LATERAL THINKING AND ASSOCIATED METHODS 167 Introduction 167 Overview 168 Awareness 170 Assumptions 173 Alternatives 174 Provocative methods 178 Metaphorical thinking 184 Analogy 185 The discontinuity principle 187 Six Thinking Hats 187 Questions 188 Cases 189 10 SYNECTICS 193 Introduction 193 Synectics 194 Conducting synectics sessions 199 Synectics in action 205 Questions 208 Cases 209 11 PARADIGM BREAKING TECHNIQUES 215 Introduction 215 Weights for thought 215 Paradigm breaking techniques 218 Disruptive technology 226 Questions 227 Cases 227 12 MISCELLANEOUS IDEATION TECHNIQUES 231 Suggestion box, exhibits and competitions 231 Clichés, proverbs and maxims 232 Storyboarding 234 Scenario writing 235 Scenario day-dreaming 236 Bionics 240 Free association 240 Two words 242 Story writing 243 Mind map 246 TRIZ 251 Vision building 252 viii CONTENTS Questions 253 Cases 253 13 EVALUATION 256 Introduction 257 Sorting 258 Evaluation methods 260 The process of choosing 267 Qualitative evaluation: reverse brainstorming 269 Financial evaluation 271 Mathematical evaluation 272 Pay-off tables 273 Decision trees 273 Exercising choice 274 Questions 276 Cases 278 14 IMPLEMENTING IDEAS 286 Introduction 286 Ideas are not readily implemented 288 Sources of resistance to change 289 Role of communication in overcoming resistance to change 290 Putting ideas into practice 291 Reducing resistance to change 293 Climate for change 299 Questions 300 Cases 301 15 COMPUTER-ASSISTED CREATIVE PROBLEM SOLVING 303 Introduction 303 History of development 303 Structured approach to creative problem solving in computer programs 306 Types of computer-assisted stimuli 306 Conventional software 309 Questions 319 Cases 319 Appendix 1: Case example of the creative problem-solving process 322 Appendix 2: Notes on problems 331 References 335 Author index 352 Subject index 355 ix