TU106 CREATIVITY AND COMMUNICATION
WEEK 2:
CREATIVE CONTEXTS
AND TOOLS
Asst.Prof. Yardnapar Parcharoen Ph.D.
Content
FOUR P’S OF CREATIVITY
PERSON
PRESS
PROCESS
PRODUCT
CREATIVE PROCESS
-FOURSIGHT MODEL
-DIVERGENT CONVERGENT
-CREATIVE ACTIVITY
Four P’s of Creativity
James Rhodes first introduced the concept of the four p’s of creativity in 1961.
Rhodes identified that the four separate parts that influence creativity are person,
process, press, and product.
Person refers to who is creative and looks at what makes each person creative
at an individual level.
Process refers to what is going on in a person’s mind while they are being
creative. The process aspect is broken down into four stages; the first stage is
problem recognition, the second stage is idea generation, the third is choosing
an idea and the fourth is carrying out the selected idea and seeing if it works.
Press refers to the environment in which creativity occurs. This could be within
the classroom, the workplace, culture, friendships, etc.
Product refers to the actual creative artifact.
Source:https://d396qusza40orc.cloudfront.net/creative/What%20is%20Creativity%3F/Four%20Ps.pdf
Four P’s of Creativity
CREATIVE CONTEXTS
Creative Person Creative Press Creative Process Creative Product
Four P’s of Creativity
CREATIVE CONTEXTS
Creative people are
able to visualize, imagine, and make
mental transformations.
Creative Person A creative person looks at one thing
and sees modifications, new
combinations, or new applications.
Four P’s of Creativity
CREATIVE CONTEXTS
Creative Person
Four P’s of Creativity
CREATIVE CONTEXTS
Analogical thinking is central to
creativity.
Creative Person Ability to think logically while
evaluating facts and implementing
decisions.
Four P’s of Creativity
CREATIVE CONTEXTS
Take time to observe your easy
product or solution "everyday
creativity" that you solve your
problem in daily life
Creative Person
Think & Share with your
friends and Moodle
Four P’s of Creativity
CREATIVE CONTEXTS
Creative Personality Traits
"Creativity" is not just a
collection of intellectual abilities.
Creative Person It is also a personality type, a
way of thinking and living.
??????
Four P’s of Creativity
CREATIVE CONTEXTS
Creative Personality Traits
Creative Person
Four P’s of Creativity
CREATIVE CONTEXTS
Creative personality looks pretty good.
However........
There are some negative traits of
creative people ????
Creative Person
Four P’s of Creativity
CREATIVE CONTEXTS
Creative person: Which traits do you recognize in yourself?
Creative Person
Four P’s of Creativity
CREATIVE CONTEXTS
Creative Person Creative Press Creative Process Creative Product
Four P’s of Creativity
CREATIVE CONTEXTS
Creative Press
"Physical and Psychological
Creative Press
environment sparks your
creativity"
Four P’s of Creativity
CREATIVE CONTEXTS
Creative Press
Four P’s of Creativity
CREATIVE CONTEXTS
Creative Press
Four P’s of Creativity
CREATIVE CONTEXTS
Creative Press
Four P’s of Creativity
CREATIVE CONTEXTS
Creative Press
Creative Press
Think about an environment of which
you are a part (University).
Then, score your environment.
Share with your friends and Moodle
Creative Press
Score >= 75 Your press is support creative
activity
Score 50-75 You need to take more effort
Score <50 Find the way to overcoming
barriers
Creative Press
Think about all of the ways that you
can improve your creative
environment from the previous
assignment.
What do you need to do in order to
take action?
(Share your idea in the class)
Four P’s of Creativity
CREATIVE CONTEXTS
Creative Person Creative Press Creative Process Creative Product
Creative Process
Some institute use 4, 5, 6 or 7 stages
Creative Process
The stages in creative problem solving mirror
the way people naturally solve problems
Most recent iteration of the Creative Problem Solving
(CPS) Model. Within each stage, each step alway uses
divergent and convergent thinking.
If these nine dots were printed on paper, how could
you link all nine by drawing just four straight lines –
and without taking your pen off the page?
A horse is tied to a 10-foot rope, so how does it reach the bale
of hay 15 feet away? (This question tempts you to make
assumptions – which are so often the enemies of creative
problem-solving.)
If a plane crashes exactly on the border between France and
Germany, in which country should the survivors be buried?
(Many people get this one wrong by overlooking the obvious.)
Where in the world does Friday come before Thursday?
You’ve put a coin inside an empty wine bottle and sealed it
with a cork. How can you remove the coin without pulling
the cork out of the bottle, and without damaging the bottle
or the cork?
FourSight not just a process
but it is a human preferences
For more information
DIVERGENT
THINKIING
CONVERGENT
Expands outward by THINKIING
generating multiple ideas,
often thinking like a hacker and Narrows down multiple ideas
using materials in original into a single solution
ways.
Defer judgment Affirmative
Go for quantity judgment
Strive for wild Be deliberate
and creazy ideas Check objectives
Seek Improve upon
combination ideas
Consider novelty
Group activity 30 minutes
Group invent a
new product to
make daily
commuting
more enjoyable
(10 minutes)
Four P’s of Creativity
CREATIVE CONTEXTS
Creativity is the intersection of novelty
and usefulness.
Creativity is the production of original Creative Product
ideas that serve some purpose.
The group chooses
the top 3 shower
ideas that you
think have the
most potential.
(10 minutes)
Spend time evaluating
these ideas' feasibility,
potential impact, and
uniqueness.
Narrow down to the
single best idea and
work on refining it.
(10 minutes)
Present your group ideas (30 minutes)
Four P’s of Creativity
CREATIVE CONTEXTS
What is the creative product from
your point of view?
Creative Product
Four P’s of Creativity
CREATIVE CONTEXTS
Here are some tips:
Find an unmet need!
Establish your criteria for the
solution.
Get Creating! After you determine Creative Product
what you need to fill the unmet need
Stay persistent and patient!
Thank you
See you soon
