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Application of Creativity Techniques in Groups

Contrary to popular belief, creativity is not something that some have and some don't. Each individual has the ability to be creative in some way or another. It is the managers responsibility to encourage and hone the individuals he manages to be creative thinkers. In 1995, Purser and Montuori, researchers in the field of creativity spoke about 'knowledge work' - the acquisition, sharing and subsequent application of knowledge in organizations. However, the absence of creativity in this 'knowledge work' will lead to the replication of the same conversation across companies. This is why the use of creativity techniques, both for individuals and groups is of utmost importance.

Brainstorming is a well known form of encouraging individuals to suggest anything that comes to their mind when they think of an object or idea. This will ensure that all possibilities come to light and can be later culled down to the most creative or innovative of the lot. Before one begins a brainstorming session, one must ensure that everyone agrees to hear each other out. There is no place for contradictions during the initial part of the brainstorming session and even later, ideas should be discussed and not vetoed directly.

In groups, people often tend to talk about the know-how that they have in common rather than their unique expertise. Hence managers need to steer discussions to ensure everyone is contributing something unique instead of building on each others ideas.

As early as 1974, researchers Van de Ven and Delbecq proposed the Nominal Group Technique. Here, instead of people voicing their ideas, they write them down. These ideas are collected and summarized on a board. The group then clarifies these ideas and decides on the top three or four that they would like to continue to discuss and work on.

Brainwriting is another technique that can enhance the creativity of the group. The element of social loafing can be eliminated by using this technique. Individuals start writing their ideas on a piece of paper and then pass them on to the next person while they are still only halfway through. The next person can use the previous persons idea to trigger his or her own ideas.

Regardless of the specific technique you chose to enhance your groups creativity, make sure you play to the strengths of your group. Some individuals may be able to express their ideas better orally and some by writing them down. Hence, you may need to modify these techniques to match your particular group. However, most researchers agree that both an oral and a written component will ensure a session that generates a higher level of unique ideas.

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