Creativity with Intention
- Umang Srivastava
- May 6, 2024
- 2 min read
Updated: May 7, 2024
I recently stumbled upon two great articles on creativity - "Age of Average" by Alex Murrell and "Is human creativity fading away" by Joel Stein. I have already written my take on the article by Murrell and I would like to add a few more pointers 'on creativity' after reading Stein.
In the article, Stein mentions that while the average IQ has been increasing across the globe in schools. While, the creative quotient measured using the Torrance Test on Creative Thinking has consistently been decreasing since the 90s. In the current world, while social media & internet offers opportunities for expression, they also foster a culture of trend-jacking, imitation & comparison.
Creativity is often stifled within institutionalized structures, even the current education system governed by conformity and standardized testing, leads to a homogenization of ideas. The culture of sameness in aesthetics and expression is something that the world is suffering from, as described by Murrell in "Age of Average".
So how do you foster creative thinking?
Creativity is like a muscle that requires regular exercise, and the only way to strengthen it is through what I call "disciplined wandering." I understand the paradox inherent in this phrase, but it aligns with the nature of creativity and how divergent thinking develops. Creativity can be counter-intuitive and organic, often resisting a structured approach. Extended periods of uninterrupted free time away from electronic devices, as mentioned in the article, offer an opportunity to cultivate divergent thinking at a younger age. This, to me, represents creativity on a personal level.
At Momo Media, however, we have championed "creativity within constraints." We thrive on clear problem statements, budgets, and fixed deadlines. Having well-defined constraints sharpens our focus on the problem and encourages innovative, creative solutions that work. Here, creativity is convergent and focused on problem-solving. A lack of constraints actually leads to inferior results for clients.
Yet again, the paradoxical nature of creativity shines through, divergent/convergent.
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