When asked his secret to success, the author Graham Green said that it was down to his always writing 500 words a day. There are real reasons why this philosophy rings true:

a) The single best creative product tends to appear at that point in the career when the creator is being most prolific quality of output is closely related to quantity.

b) In the early stages, relative lack of experience, knowledge and refined methodology limits performance to sub-optimal levels. With time these factors improve and productivity increases exponentially. The experience curve implies that creativity should get easier and faster the more it is engaged in.

c) The major part of learning takes place subliminally and unconsciously. When we are strongly motivated by an endeavour, we will become good at it by working on it at various cognitive levels.

d) Many skilled actions are initially learnt with much conscious effort then, with practice, they come easily and smoothly (subliminal perception and learning). After complete automisation, paying complete attention can actually be detrimental.

e) Incremental targets produce more output than a do your best approach. If a leader asks participants in an idea generating session to address a problem and think of at least 5 ideas every half an hour, then 80 ideas are produced by one individual and 1600 are produced by 20 individuals at the end of an average working day. This level of output is conscious and would not be produced normally.

This topic is covered in depth in the MBA dissertation on Managing Creativity & Innovation, which can be purchased (along with a Creativity and Innovation DIY Audit, Good Idea Generator Software and Power Point Presentation) from http://www.managing-creativity.com. You can also receive a regular, free newsletter by entering your email address at this site.

Kal Bishop, MBA

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