Stereotyping Creativity

You’ve probably heard the myth about left and right brain thinkers. How lefties are logical, scientific and organised, whilst right-brainers are creative, artistic and impulsive? Well, the first step to becoming more creative is to stop assuming that only ‘artistic’ right-brainers have the ability to ‘think outside the box’.

According to Sir Ken Robinson, creativity is: ‘A process of having original ideas that have value.’ And we’re all capable of that, right?


Convergent and Divergent Thinking

Try moving away from right and left thinking to consider ‘in’ and ‘out’ thinking instead.

Inward, or ‘convergent’ thinking, refers to the hunt for the correct answers. You need to research facts and collate data to reach a conclusion.

Outward, or ‘divergent thinking, on the other hand, is the process of generating numerous answers from one input. This is a creative way of thinking, involving imagination, curiosity and, perhaps most importantly, playfulness.

In regards to marketing, the two run hand-in-hand. To generate strong, unique ideas, you need to know the facts first, as this gives your ideas purpose. For example, if a marketing team wants to improve the engagement of a landing page, metrics, such as visits and time on page, are your starting facts. Ideas will then come from here.

When you start to get excited about an idea and have a ‘that would be cool!’ moment, you know you’re on the right track.

Four Steps to Being Creative

Creativity shines through each of us in different ways. To utilise the inward and outward process of creativity in future planning, remember these four simple steps:

  1. Get your facts right
  2. Go divergent
  3. Measure the results
  4. Repeat