Innovation, Original Solutions and Creativity – How the Creative Process Affects Problem Solving

for Fashion Retail Magazine 7–8/2018

We often associate creativity only with art, but globally, this term is used across all fields.

There are well-researched brain processes that directly lead to creative results, and—if it is truly creativity—those results are original in both outcome and value.

Generally, people connect the word creativity with artistic creation. Yes, art and creativity are interconnected, but only in the sense of producing original solutions with a certain value. Art requires the creative process, just like any other field—be it healthcare, technology, etc.—in order to evolve.

Creativity is primarily about thinking in terms of innovation and functionality, not merely aesthetic value or some indefinable visual effect. It can be used to solve any issue, question, or problem. Often, the most obvious solutions are not real solutions but rather obstacles to success.

Most of us imagine creativity as an entirely unstructured, intuitive activity. However, brain research shows that the first stage of the creative process is intense focus on a specific question or problem.

Focusing on a Specific Question

The first neural network we need to activate for the creative process is the executive attention network, which involves focused concentration on a problem or idea and forming a central question that will lead us to a solution.

At the same time, it is necessary to verify whether the answer to that question actually solves the problem, which requires being as specific as possible. The right question is the essential foundation and key to the entire creative process. It’s much like taking a test at school—many errors are made simply because we don’t fully focus on the assignment.

The “Idle” Brain?

We all know moments when it feels like our brain is running on backup power—wandering quietly while we stare into nothingness or perform mindless tasks. It may seem like we’re thinking about nothing, but research shows that when the default mode network is active, there is actually high brain activity, despite this feeling of lethargy.

Initially, scientists thought this was a resting state, but a chance experiment revealed that in this mode, the brain works just as effectively—if not more—than when focusing on a specific task. The difference is that it is entirely directed at internal stimuli.

The default network is especially useful in the second phase of the creative process, as it scans for alternatives, creates simulations, searches memory, and pulls relevant past experiences. It projects possible solutions and alternatives. This network is crucial for setting up the creative process.

Both networks contribute equally to creativity, but they must be used separately and sequentially, as they cannot function simultaneously.

The “Aha” Moment

The third neural network is the salience network. It continuously scans and monitors everything happening in the brain, in our senses, and so on. The moment it detects a significant alternative, it sends it to our consciousness—this is what we call the “Aha!” moment.

That’s why it’s wise to always carry a small notebook and pen (as many inventors did) or use a smart device to jot down those thoughts. Cultivating a habit of recording them has never been easier than today.

Daydreaming also supports creative problem solving—particularly when focused on creative thinking or strong wishes. The same applies to sleep: during sleep, our brain revisits the day’s experiences and evaluates them. Having a notepad nearby is useful, as unusual and creative solutions often appear just after waking up.

Lastly, moderate ambient noise has been shown to enhance the brain’s creative thinking. Interestingly, a completely quiet environment can be less effective for creativity.

Final Thoughts

If we want to find new, original solutions to challenges in both our professional and personal lives, we should always try to use our own creativity and avoid defaulting to obvious or seemingly simple answers, which may actually hinder our personal growth.

Creativity is the process of generating new solutions, possibilities, or alternatives that produce results, are original, and carry intrinsic value.

Reference:Weinschenk, S. (2015). 100 MORE Things Every Designer Needs to Know About People (Voices That Matter). New Riders.