A Whack on the Side of the Head: How You Can Be More Creative (Summary)
What if the biggest killer of new ideas is the phrase 'That's not logical'? We're taught from a young age that the 'right' answer is the logical one, but true creativity often begins at the exact moment you embrace the absurd, the foolish, and the illogical. For example, when Gutenberg combined the mechanics of a wine press with the concept of a coin punch, it was an illogical pairing that led to one of the most powerful inventions in history: the printing press.
Your Mind is Locked. Here are the Keys.
Von Oech identifies ten specific 'mental locks'—ingrained assumptions that stifle creativity, such as 'That's not my area,' 'Avoid ambiguity,' and 'To err is wrong.' Recognizing them is the first step to breaking free.
The lock 'The Right Answer' is drilled into us by school. When asked, 'What is half of thirteen?' the 'right' answer is 6.5. A creative mind might see THIR-TEEN and answer 'THIR,' or the Roman numeral XIII and answer 'XI and II.' Breaking this lock means looking for the second, third, or tenth right answer, not just the first obvious one.
Be an Artist First, a Judge Second.
The creative process has two distinct phases: a generative phase (like an Artist) where you produce ideas without criticism, and a practical phase (like a Judge) where you evaluate and implement them. Prematurely judging your ideas is the fastest way to kill them.
When brainstorming, many teams have a 'Judge' in the room who immediately shoots down ideas with 'That will never work' or 'We don't have the budget.' This kills the 'Artist's' fragile new ideas. The rule should be: in the idea-generation phase, the Judge is forbidden. All ideas are welcome, no matter how wild.
Use Foolish Ideas as Stepping Stones.
Don't dismiss impractical or 'stupid' ideas. Instead, use them as 'stepping stones.' Ask 'What if?' to explore the absurd, and then find the practical, innovative element hidden within the foolishness.
A computer company was struggling with loose internal connections. Someone jokingly said, 'Let's just fill the whole computer with glue!' Instead of dismissing it, they used it as a stepping stone. This led them to develop a non-conductive, gel-like substance that held components firmly in place, solving the problem. The foolish idea contained the seed of the real solution.
Hunt for Ideas Outside Your Field.
Breakthroughs often happen when you apply a concept from one field to another. Actively seek out information and experiences unrelated to your immediate problem to create unexpected connections.
The invention of Velcro is a classic example. Swiss engineer George de Mestral went for a hike and noticed burrs sticking to his pants and his dog's fur. He examined them under a microscope and saw a simple hook-and-loop system. He then spent years replicating this design from the natural world to create an entirely new type of fastener.
