How does Problem Definition Impact Creativity?

The following content is based on an HBR article by Art Markman.

When trying to devise creative solutions to a problem, it can be helpful to consider memory’s role in the process. Our memories are organized in a way that allows us to quickly retrieve related pieces of information when we encounter a particular cue or prompt.

For example, the word ‘Clean’ can easily bring memories of gloves, vacuum cleaners, spray bottles, cleaning liquid, wipe cloth, sink, taps, and so on because these are related to the initial cue of ‘Clean’.

However, we need to change the cue to retrieve different information from memory. For instance, if we shift our focus to thinking about ‘Stage’, our brains will be more likely to retrieve information about concerts, theatre, lighting, seating, stage backgrounds, events, wedding, curtains, decorations, crowds, outdoor stages, music, flower, church, and so on, even if we were thinking about word ‘Clean’ a moment before.

The concept can be extended to creative problem solving by that the problem statement serves as the cue that prompts our brains to retrieve related information from memory. We can access new information and generate various possible solutions by changing how the problem is described.

For example, let’s consider the problem of designing a better brush. If we focus solely on using a brush to remove plaque from teeth, we may be limited in the potential solutions we consider. However, if we describe the problem more broadly, such as “finding a way to separate sticky residue from teeth,” we may be more likely to consider a variety of approaches, including mechanical, thermal, and chemical solutions, such as using plastic scrapers, holding soaked soft silicon rags against the teeth for a few seconds and rubbing the residue off, applying a gel and rinsing the mouth after a minute, or using disposable paper that can be peeled away after a couple of minutes and so on.

In summary, changing the problem statement can effectively access new information and generate creative solutions to problems. By staying open to different ways of describing the problem and avoiding getting too fixated on a particular solution, we can tap into the vast stores of information and ideas in our memories and develop innovative solutions.

Art Markman, in his HBR article, says, “Most of us have been looking in the wrong place for our creative insights. We ask people to “think outside the box,” but we should be asking people to find more descriptions of the box and see what that causes us to remember.”