"The Creative Thinking
Formula for Success"

Coming up with new ideas seems to come easy to some people, while it's a struggle for others. I think everyone has the capacity to turbo-charge their brains and crank out truly fresh and creative concepts. Folks who make the process look easy are simply following a formula.

I encourage you to make this your new road map toward the most effective method of idea generation. It may look like a scientific equation... but, believe me, this ain't rocket science. Here's how the formula breaks down.

Creativity doesn't happen in a vacuum. Sure, you can sit with a pen in front of a blank sheet of paper and use your imagination and brain power to come up with new ideas. But this kind of mental work becomes challenging, and often the ideas sputter to a stand still.

Don't panic, though. There's nothing wrong with your creative abilities. You just need to learn to tweak your brain in more productive ways. Here's why: While nature has equipped you with a powerful and marvelous brain, you are still a human being. And as a human, you are a creature of habit. Your mind recognizes and creates patterns in your life to help you get through your day more effectively. How else would you be able to brush your teeth, tie your shoes or drive a car without a lot of conscious thought?

This fabulous aspect of your brain, though, has some drawbacks. When it comes to creativity, your mind has a tendency to fall back on routines. You'll generally come up with ideas the same way you've always come up with them - often with the same lackluster results.

Take heed, my creative friend. That's where the SOB part of the equation comes into play (no, that doesn't mean you curse when you can't think of anything new). You have to jar your brain out of its comfortable patterns by purposely bringing in fresh stimuli. Books, magazines, toys, games, catalogs, phone directories - anything that can trigger associations and get the mental juices flowing.

I know, it may seem silly to pull out your old Trivial Pursuit game cards while trying to come up with a better way to market your newest widget. But you may be surprised to find, that's exactly what your mind needs in order to stumble upon the perfect - yet unexpected - solution.

It's also good to involve all the senses with stimulating sights, sounds (such as the music you play in the background), zesty flavors, smells and textures. Some of this stimuli should be related to the challenge you're working on, while much of it should be unrelated. And holding your brain storming session in an unusual and relaxed environment will make a dramatic difference. Getting out of the sterile setting of your normal conference room will contribute to the thinking skills of all involved.

Doug Hall, a former Proctor & Gamble marketing guy and author of the book Jump Start Your Brain, regularly brings groups of corporate types to his Eureka! Mansion for brainstorming retreats. Much of the first day is purposely spent playing with Nerf Blaster toy guns, racing on Hall's go-cart track, cranking up a CD of TV show theme songs (article continues on the next page) and other zaniness. Hall is also known for bringing back the grandfather of all novelty items, the whoopee cushion. He is convinced that having a loose, fun attitude, is essential to generating blockbuster concepts. I wholeheartedly agree!

These are the ideas that really make a difference. Some are so different, they can be mind-boggling. Others are so simple that it takes the idea- generation process to reveal them. Truly Creative Ideas are the ones that get your blood pumping, or at least make you think, "A-ha!" When you get them, you know you've discovered something special. If you're not getting them now, you're most likely skipping one or more of the steps in the creative thinking formula.

Here's an important thing to keep mind when you generate these Truly Creative Ideas: Often they will be so fresh and new, you'll begin to doubt them. You'll think to yourself, "They've never done it this way around here before. What if my idea gets shot down? What if I try it and it fails miserably? Maybe I shouldn't rock the boat."

The solution is this: During the idea generation process, don't censor anything. Set up a fun and open environment where every idea, no matter how outrageous, is welcome. These crazy concepts quite often get twisted and refined into the real winners. Only after a long list of ideas has been written down, do you analyze and critique the possibilities. If a new and different idea has merit, run it up the flagpole or start trying it out.

Don't be squeamish. Dare to be different. Progress isn't made by doing things the way they've always been done. Take reasonable risks with your ideas and watch what benefits come your way.

Bob Baker is the author of "Creating Wealth for Creative People." If you'd like to get free monthly success tips by e-mail, send the message "Subscribe CWI" to: BobMSRG@aol.com. Get a sample issue of Bob's "Creative Wealth Ideas" newsletter by sending just $1 or a SASE to Spotlight Publications, P.O. Box 43058-FA, St. Louis, MO 63143.

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