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Think INSIDE The Box, like all ideas, resulted from many
influences and borrows conceptually from many people.
(I'm particularly influenced by James Webb Young and his
book "A Technique For Producing Ideas.") I make no claim
that the entire concept is uniquely my own. However, the
expression of this content, including headlines, descriptions,
the red/black/white/gold trade dress, related logos and other
graphic depictions is proprietary and may not be used
without permission. © 2006 by John Armato.
influences and borrows conceptually from many people.
(I'm particularly influenced by James Webb Young and his
book "A Technique For Producing Ideas.") I make no claim
that the entire concept is uniquely my own. However, the
expression of this content, including headlines, descriptions,
the red/black/white/gold trade dress, related logos and other
graphic depictions is proprietary and may not be used
without permission. © 2006 by John Armato.
This is my working definition of the creative process. I've
tried to choose my words very carefully without being
simplistic. There is no silver bullet. I can't guarantee a
breakthrough idea results from the process every time. I
can guarantee that you will improve your odds of producing
a greater volume of more satisfying ideas over time if you
acknowledge the process and are open to it. Note the
emphasis on having a large volume of elements to draw
from and the importance of determining relationships
between them.
tried to choose my words very carefully without being
simplistic. There is no silver bullet. I can't guarantee a
breakthrough idea results from the process every time. I
can guarantee that you will improve your odds of producing
a greater volume of more satisfying ideas over time if you
acknowledge the process and are open to it. Note the
emphasis on having a large volume of elements to draw
from and the importance of determining relationships
between them.
In fact, hundreds of years of literature about the creative
process points in the opposite direction, that we need to be
able to tap into EVERYTHING we've ever done or
encountered in order to have the building blocks of an idea
at our disposal. Even examples of creation mythology from
various religious traditions portray the creative process as a
transformation of one or more elements into something else.
process points in the opposite direction, that we need to be
able to tap into EVERYTHING we've ever done or
encountered in order to have the building blocks of an idea
at our disposal. Even examples of creation mythology from
various religious traditions portray the creative process as a
transformation of one or more elements into something else.
The "box," therefore, is a metaphor for all the existing
elements you have at your disposal and for the aspiration of
living a life that feeds your "box" with a variety of
experiences and existing ideas that you can draw from to
"connect the dots." On an applied, practical level, this is
literally about idea-creation with purpose, such as solving a
business problem, creating a marketing campaign, etc.
However on another level, it's about a lifestyle that fuels
new insights and a sense of connectedness that enhances
your intellectual and emotional appreciation of things.
elements you have at your disposal and for the aspiration of
living a life that feeds your "box" with a variety of
experiences and existing ideas that you can draw from to
"connect the dots." On an applied, practical level, this is
literally about idea-creation with purpose, such as solving a
business problem, creating a marketing campaign, etc.
However on another level, it's about a lifestyle that fuels
new insights and a sense of connectedness that enhances
your intellectual and emotional appreciation of things.
For this overview to make sense, you have to accept the
idea that creativity is a process and not an outcome. Not
everyone agrees. Many creative people rebel against the
notion of any sort of structure. However, the descriptions of
what countless creative and innovative people go through
on their way to an idea are amazingly similar. At the core
of these experiences is, I believe, an organic, step-wise
process that cuts across the major areas of creativity,
including art, science and business. Whether you're
AWARE of that process is another thing entirely.
idea that creativity is a process and not an outcome. Not
everyone agrees. Many creative people rebel against the
notion of any sort of structure. However, the descriptions of
what countless creative and innovative people go through
on their way to an idea are amazingly similar. At the core
of these experiences is, I believe, an organic, step-wise
process that cuts across the major areas of creativity,
including art, science and business. Whether you're
AWARE of that process is another thing entirely.
So, why not call it "Think OUTSIDE The Box"? I'm not
stupid. I know I risk mockery among the cliche-ridden
masses who value thinking "outside" the box more than
anything else. However, the creative process simply
doesn't work that way. "Think OUTSIDE The Box"
suggests we can grab something from thin air that has
never existed before. That's magic, not creativity. Clients,
bosses, colleagues and consultants implore us to "forget
everything you've ever done" or "forget what you know."
That's how you create a vacuum, not an idea. If you have
nothing INSIDE the box, nothing can come out of it.
stupid. I know I risk mockery among the cliche-ridden
masses who value thinking "outside" the box more than
anything else. However, the creative process simply
doesn't work that way. "Think OUTSIDE The Box"
suggests we can grab something from thin air that has
never existed before. That's magic, not creativity. Clients,
bosses, colleagues and consultants implore us to "forget
everything you've ever done" or "forget what you know."
That's how you create a vacuum, not an idea. If you have
nothing INSIDE the box, nothing can come out of it.
THINK INSIDE THE BOX: INTRODUCTION
Meet the father and mother of "Think INSIDE The Box." From James
Webb Young I adopted the concept of the five basic phases of the creative
process. From Twyla Tharp I drew inspiration from her assertion that
"before you can think outside the box, you must first have a box." Soon
the "box" became a powerful metaphor and Young's concepts had a new
place to stay. Since my initial "combinatorial play" with these two
tributaries, I've developed many other corollaries and elaborations that
have become the heart of my "Think INSIDE the Box" presentations and
trainings.
Webb Young I adopted the concept of the five basic phases of the creative
process. From Twyla Tharp I drew inspiration from her assertion that
"before you can think outside the box, you must first have a box." Soon
the "box" became a powerful metaphor and Young's concepts had a new
place to stay. Since my initial "combinatorial play" with these two
tributaries, I've developed many other corollaries and elaborations that
have become the heart of my "Think INSIDE the Box" presentations and
trainings.
| All content © Copyright 2006, 2007 by John Armato unless otherwise indicated. Content may be freely excerpted with attribution for nonprofit use. All other uses by permission only. Just ask me. I'll probably say yes. |
