Want Better Solutions? Think Differently!

This article appeared in the November 2014 issue of Support World

In our roles in Service Management we come up with solutions and solve problems on a regular basis. It’s part of our job and we are quite good at it. There are times, however, when a new problem arises and the usual solutions simply don’t work. The problem could be technical, an inefficient work process, a staffing issue, or the need for a strategic approach because the standard methods are ineffective. In those situations we need to innovate. The challenge is that our normal thought patterns often don’t promote the use of our creative abilities. They tend to confine us. To get better solutions we need to think differently.

Our default thought patterns use linear or convergent thinking. This way of thinking converges, step by step, taking a linear path to a single answer. Convergent or linear thinking works great for math problems and any situation where there is only one correct answer. Linear thinking is essential in daily activities and very important, since we often experience repeat problems where new solutions are not necessary. For new or difficult problems, innovation is needed which requires thoughts on a different plane, using non-linear or divergent thinking.

The word divergent is derived from the Latin divergere, meaning ‘to go in different directions’. Divergent thinking provides the freedom to branch out and explore many possible answers or solutions. That might sound easy, but we are inhibited by what Roger Von Oech calls ‘Ten Mental Locks’ in his book on creativity, ‘A Whack on the Side of the Head’. Von Oech describes how these ‘locks’ keep us from tapping our creative potential. For example, he explains how the lock he calls ‘Follow the Rules’ confines us to conventional approaches, the lock ‘Don’t Be Foolish’ keeps us from using our imagination, and the lock ‘I’m Not Creative’ traps us into believing we can’t come up with better ideas.

Here is the full list:
1. The Right Answer
2. That’s Not Logical
3. Follow the Rules
4. Be Practical
5. Play is Frivolous
6. That’s Not My Area
7. Don’t Be Foolish
8. Avoid Ambiguity
9. To Err is Wrong
10. I’m Not Creative

Von Oech contends that we are limited by these ‘locks’ so frequently that we don’t even realize it.

As you read this list you may identify a time when they constrained your thinking. The first one screams ‘convergent thinking’, seeking that single answer. Number 9, ‘To Err is Wrong’ is rather ironic, as some notable inventions (x-rays, penicillin, Post It notes, ink jet printers, and plastic) were discovered as a result of mistakes. The most unfortunate lock on the list is ‘I’m Not Creative’ because it is universally wrong. Most scientific sources estimate that the average human brain contains approximately 100 billion neurons with the potential for 100 trillion connections. With that many connections, every one of us has incredible potential for generating ideas. So, we all have the ability to create innovative solutions if we just give ourselves permission to think differently.

When asked what single event was most helpful in developing the Theory of Relativity, Albert Einstein replied “Figuring out how to think about the problem.”

Many great solutions wouldn’t have been possible using linear thinking alone because the concepts required taking a creative ‘leap’, not using pure logic. For example, on a sunny day in 1944, Edwin Land was on vacation with his family in New Mexico. They were taking pictures of the scenic landscape, and his 3 year old daughter wanted to know when they could see the pictures. At that time, of course, cameras used film that needed to be developed in a lab. Land explained to his daughter that they needed to wait until they got home to have the pictures developed. His daughter, like any child, asked “Why?” He reiterated his explanation several times, but she was completely bewildered, asking “Why do we have to wait?” She insisted that she should be able to see the pictures right away.

Later that day, Land took a long walk and pondered the problem of having to wait to see the pictures. He then allowed himself the freedom to imagine a scenario where the pictures could be seen instantly. He took a creative leap and assumed it was possible. Back at work, he began exploring different approaches. He ultimately invented self-developing film, and the Polaroid Land camera was born. That camera made it possible to take pictures and see them ‘right away’ and was an incredibly successful product. Not knowing the ‘rules’ of photography, Edwin Land’s daughter caused him to alter his thinking, and he revolutionized picture taking habits around the world.

This example shows how thinking differently can lead to a great invention, but how can the average person create better solutions? First, you need a problem statement. It should be concise and clear so even people unfamiliar with the situation understand the problem. Second, you need to take a ‘creative leap’. Figure 1 illustrates the creative process as seen by Edward de Bono, considered the ‘father of creative thinking’. The key to getting better solutions is to avoid being constrained by conventional thinking and shifting to a higher plane, even if the idea initially seems impossible or strange. Years ago in Japan, grocery stores could not carry enough watermelons to keep up with demand. The large round fruit took up too much space in the size constrained stores. The problem was ‘watermelons take up too much space’.

Figure 1

Then, a farmer on the island of Shikoku had the crazy idea of growing watermelons in a different shape. Through experimentation he found a way to grow the plants in clear square containers. As the fruit grew, it conformed to the shape of the container. Square watermelons are now very popular in Japan because stores can carry more fruit and consumers can fit them more easily in their refrigerators. As with many inventions, taking that leap means imagining a solution that initially seems farfetched. The Wright brothers’ notion that a flying machine was possible is a good example. They were widely ridiculed for their idea because it seemed foolish. Projecting the end state by taking that creative leap must happen before you begin to figure out how to fill in the steps required to achieve it.

 

“The best way to have a good idea is to have a lot of ideas” – Linus Pauling

 

One way to cultivate the leap is to frame the problem and brainstorm. Brainstorming involves generating as many ideas as possible without any judgment, and encourages building on others’ ideas. The wilder the ideas the better because even if they are not feasible, they open up additional avenues of thought. Most people believe they have brainstormed before, but over many years of facilitating such sessions, I’ve found that true brainstorming is rare. Those ‘mental locks’ creep in and people need strong encouragement to let their imaginations loose. People seem especially inhibited if anyone higher on the management chain is in the room.

While delivering a session on this topic at the HDI 2014 conference in Orlando, I asked how many people had done true brainstorming while their boss was in the room. More than half the room raised their hands. With their hands still in the air, I asked how many of those people had suggested an idea that was illegal or against their company policy. Every hand dropped immediately, accompanied by gales of laughter. When I asked why, the response was that those types of ideas would be frowned upon. In other words, they would feel judged, and if there is any judgment it is not true brainstorming.