从大处着眼的创造力

司马如花 · 发表于 2015-12-31 10:08:47

本帖最后由司马如花于 2015-12-31 10:10 编辑

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2015-12-31 10:07 上传

Imagining the future impact of your idea tends to improve its quality.
想象未来事件会给你的创意带来影响，这样有助于提高创意的质量

Posted Dec 27, 2015

People can improve the quality, originality, and elegance of ideas by extensively forecasting the implication of those ideas during the generation phase. Researchers from The University of Oklahoma studied1 the effect of forecasting on idea evaluation and implementation planning. In the experiment, 141 undergraduate students were asked to formulate advertising campaigns for a new product. These campaigns were evaluated by a panel of judges. Prior to formulating the campaigns, participants were asked to forecast the implication of their ideas and the forecast the effects of a plan for implementing their best idea.
在创意生成阶段，通过广泛地预测这些创意可能带来的影响，可以提高创意的质量、原创性和优雅度。来自俄克拉荷马州大学的研究人员研究了预测创意评估和预测执行计划（对创意带来的）影响。在这项实验中，研究人员要求141名大学生为一款新产品制定广告宣传。由专家组评估这些宣传活动。在制定宣传活动之前，要求参与者预测他们的创意带来的影响以及执行最棒创意的计划带来的反响。

As part of the experiment, students received a hypothetical email from the "vice president of sales" for this new product. They received this during the idea generation phase of the project. In the email, he directed the students as follows:
作为实验的一部分，学生们会接到一封假设邮件，邮件来自于负责这个新产品的“销售副经理”。他们是在这个项目的创意产生阶段收到的这封邮件。在邮件中，他这样指导学生：

"I hope all is going well on the IMPACT project.  The deadline is nearing for the release of the 'IBC IMPACT', and I am curious to see what you have come up with for the new advertising campaign.  Please send me a preview of your ideas and strategies."
“在 IMPACT项目中我希望所有事情都在顺利进行中。距离IBC IMPACT 发布的截止时间已经很近了，我现在很好奇你们对新的广告宣传会提出什么想法。请把你们的创意和策略的概述发给我。”

"To be more specific, I want to know why your chosen campaign strategies will resolve the issues that I outlined in my first email (e.g. target desired demographic, lasting impact with demographic, retain vintage look, etc.).  I am mostly interested in your predicted results if these plans are actually set into motion.  I am fully aware that there may be downsides and potential problems with any strategy used, so include these (if any) in your descriptions.  Tell me how you think your current plan will play out down the road.  Visualize this advertising campaign unfolding into action and describe that scene to me.  I would like to know the consequences of any action that we might take, and other factors that could potentially influence the campaign."
“具体而言，我想知道为什么你选择的这个活动策略将会解决我在第一封邮件中列出的问题大纲（比如，目标欲望人群、人群的持续影响、保留复古外表等等）我最感兴趣的是你们的预测结果，如果这些计划真的付诸于实践的话。我很清楚的知道使用任何策略都可能存在弊端和潜在问题，所以在你的描述中也要包括这些内容（如果有的话）。告诉我你是如何认为你现在的计划将会起作用。想象一下这个广告宣传活动在行动的时候打折并且将这种场景给我描述一下。我很想知道任何有可能采取的行动将会带来什么样的结果，以及其他因素会给活动带来的潜在影响。”

Students who mentally imagined the "down the road" effect of their ideas most extensively produced the best ideas.
那些学生——沿着想象自己的创意所带来的影响的“这条路”——中的大部分都提出了最好的想法。

For innovation practitioners, educators, and consultants, the implications are clear. The use of mental simulation can improve innovation effectiveness. Mental simulation should be used to cognitively "walk through" the steps of the idea generation process.  It should also be used to cognitively predict the implications of those ideas.
对于创新实习者、教育者和咨询人员来说，影响是清晰的。运用心理模拟的方法可以提高创新效果。心理模拟的方法应该应用于在认知中“预演”创意生产过程中的每一步。它也应该被应用于在认知中预测这些创意带来的影响。

Given that some people are better than others at extensive forecasting, innovation facilitators need to have scripted directions for the work group on how to extend their thought processes about future events as a way to boost originality in ideating.
假设有些人在大量的预测中强于其他人，那么创新的促进者需要对小组成员予以脚本指导——如何扩展他们对未来事件的思考过程，并将其作为激发独创力的一种方法。

醉清风258297293 · 发表于 2016-1-4 15:18:48

引导在想象中同样起到重要作用！

Emma · 发表于 2016-1-10 20:43:11

学习了，谢谢分享！！

边缘 · 发表于 2016-1-24 21:10:33

赶脚好高大尚~这类引导想像的活动实际操作起来对引导者素质的要求应该蛮高的。多谢分享~~