Creativity and Creative-Thinking Techniques

Today we’ll talk about creativity and creative-thinking techniques.

I am a mechanical engineer, and compared to others I approach problems differently: I notice aspects that many overlook and find unconventional solutions. When I worked on rocket design, I became curious about how art and design could help engineers. Studying this topic, I became convinced that creativity is not only an innate talent but also a skill set that can be developed using specific methods. That’s what we’ll discuss.

What Is Creativity?Creativity is the ability to come up with something new and original. One indicator of innovation is the number of patent applications filed. Over the last ten years, China has become the world leader in patent filings—nearly twice as many as any other country. This happens because the government covers the full cost of filing a domestic patent and provides assistance with international filings. In Europe and the U.S., patent costs can run into the tens of thousands of dollars, so many inventors decide not to submit applications. In Israel, although the tech sector is advanced, the number of filings remains relatively low—not for lack of ideas but simply because there are fewer people.

Finding the Real Problem: The “Jobs to Be Done” Method

Often someone says, “I want coffee.” But why do they want coffee? Maybe it’s not the drink itself but its function: to warm them up or give them energy. The “Jobs to Be Done” (JTBD) method suggests repeatedly asking “Why?” until you reach the true need:

• “I want coffee.”

• “Why do you want coffee?” — “To drink something hot.”

• “Why drink something hot?” — “I leave at 5 a.m., and it’s cold outside.”

• “Why do you leave at 5 a.m.?” — “To get to work early.”

• And so on.

In the end, it might turn out that the person doesn’t need coffee at all—they need to get warm or reduce their commute. A different solution might be to arrange remote work so they never have to go out into the cold. JTBD helps uncover more effective, alternative ways to satisfy a real need.

Analyzing the Evolution of Everyday Objects

Let’s trace how a simple chair evolved: originally people sat on stones, then invented wooden benches, then chairs, then bar stools, office chairs, convertible chairs, and so on. Today, many still place a cushion on a chair to sit higher—indicating a demand for greater elevation. From that observation, you could invent a chair with adjustable height or specialized footrests. The idea is straightforward: look at an existing object, note how people modify it, and use that insight to find new solutions.

Remarkable Examples of Unusual Inventions

People sometimes patent the strangest things:

• A rubber branch—sold as a toy for dogs.

• A helmet with a built-in MP3 player and Bluetooth that actually runs three players simultaneously.

• A childbirth-assistance device (1963)—a bag designed to “catch” the baby during delivery.

Why do these examples matter? They show how broad the boundaries of creativity can be. In China, you can easily take someone else’s invention, add even a tiny modification, and secure a patent almost for free. The key is that the change must be at least minimally distinguishable.

Design Thinking

Design thinking is a methodology consisting of five stages:

1. Empathize. Observe what people think and how they behave in a given situation.

2. Define. Clearly state which problem needs solving or which need remains unmet.

3. Ideate. Generate as many ideas as possible without criticizing them.

4. Prototype. Create rough models of solutions (mockups, sketches, demo versions).

5. Test. Evaluate those prototypes, gather feedback, and refine the solution.

This process is widely used in design schools and business programs because it helps structure creative exploration and apply results in real projects.

Brainstorming

When running a brainstorming session, follow these guidelines:

• Group Size. Aim for 5–10 people. If there are more participants, split into two smaller groups.

• Time Limit. Keep it to 1–1.5 hours—after that, people tire and productivity drops.

• No Criticism. Record every idea without judgment. Even seemingly “silly” notions can lead to brilliant insights.

• Warm-Up. Begin with 5–10 minutes of completely random, fun prompts to loosen everyone up. For example, invent absurd ways to use an ordinary fork. This helps participants relax and get into a creative mindset.

• Individual Brainwriting. Give each person 10 minutes to write down ideas on their own, then read them aloud in turn.

• Sticky Notes. Have everyone write ideas on small papers and stick them to a wall. Later, group and discuss these proposals together.

Morphological Analysis

Morphological analysis is an expanded form of brainstorming. First, take a broad problem or system and break it down into sub-systems or functions. For example, if you’re planning a festive meal, you identify: appetizers, soup, main course, dessert, and drinks. Then, under each category, list all possible options (e.g., fruits, pancakes, tea, etc.). Finally, combine one choice from each category to generate dozens of complete menus. This approach yields many fully formed solutions in a single session.

SCAMPER

SCAMPER is an acronym for techniques that help you modify an existing solution:

• Substitute. Find something you can replace.

• Combine. Merge elements.

• Adapt. Change it for a new environment.

• Modify / Magnify / Minify. Scale up, enhance, or reduce.

• Put to Another Use. Use it in a different context.

• Eliminate. Remove unnecessary parts.

• Reverse. Change the order of operation.

Aerospace Example: We had a rocket stage designed to detach after ascent. At first, the module was supposed to cut the engine and jettison fins, but it failed due to crossed wires. Applying SCAMPER, we modified the explosive charge, increased the amount of propellant, and rerouted the wiring—after that, the separation worked reliably.

TRIZ (Theory of Inventive Problem Solving)

TRIZ was developed by Genrich Altshuller and his colleague Shapiro after analyzing 40,000 patents. They discovered that inventions across different fields—mechanical, electronic, biological—often use the same underlying principles. TRIZ provides:

• 39–40 Fundamental Principles for resolving contradictions.

• A Contradictions Matrix, which shows which principles to apply to improve one parameter without worsening another.

• An Algorithm to abstract a specific problem into a “generic problem” and identify the optimal principle.

Example: Suppose you want to improve a refrigerator’s cooling capacity (increase the temperature difference) but cannot add weight. In the matrix, you look under “temporary separation of functions” or “segmentation” and realize that a modular system is possible: one module focuses solely on cooling, while another maintains the interior space. That resolves the contradiction.

Another Example: We needed a device that would withstand 2,000 volts for a set time, then “explode” (trigger a cutoff) to shut down an engine. At first, we tried tackling everything at once. Once we mapped out what happens before, during, and after the explosion, it became clear that each phase required its own solution. We split the system into two independent blocks, and in six months built a working prototype.

Four Types of TRIZ Contradictions

1. Temporal Contradiction. An object must have one property before a certain moment and a different (or opposite) property after.

2. Functional Contradiction. Improving one function causes another function to worsen.

3. Physical Contradiction. The same property must both exist and not exist simultaneously.

4. Technical Contradiction. Improving one technical parameter degrades another.

Using TRIZ shifts you from random idea generation to a systematic search for optimal solutions based on well-tested principles.

Conclusion and Recommendations

Developing creativity requires a holistic approach:

• Deep Understanding of the Need. Ask “Why?” until you uncover the real requirement.

• Evolutionary Analysis. Study how familiar objects or processes have evolved and look for improvement opportunities.

• Design Thinking. Follow the five-stage process: empathize, define, ideate, prototype, test.

• Brainstorming. Enforce no criticism, keep strict time limits, and begin with a creative warm-up.

• Morphological Analysis. Break problems into parts, explore each in isolation, then recombine to generate many complete solutions.

• SCAMPER. Use substitution, combination, adaptation, modification, repurposing, elimination, and reversal to innovate.

• TRIZ. Learn the contradictions matrix and core inventive principles to solve complex engineering challenges efficiently.

Recommended Resources:

• The Jobs to Be Done: Theory to Practice

• Inventive Thinking Through TRIZ

• Design thinking materials (e.g., Stanford d.school courses)

• Any TRIZ handbook or textbook (including Russian-language editions)

If you have questions or want to discuss specific examples, feel free to approach me after the lecture. I wish you inspiration and fresh ideas for your projects!

TLDR:Creativity isn’t just an innate gift—it’s a skill set you can develop. Start by understanding the true need (ask “Why?” repeatedly). Analyze how everyday objects have evolved for improvement ideas. Use structured processes like Design Thinking (empathize, define, ideate, prototype, test), Brainstorming (no criticism, time limits, warm-up), and Morphological Analysis (break problems into parts, recombine). Apply SCAMPER (Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reverse) to tweak existing solutions. For complex technical challenges, use TRIZ: identify contradictions and use its 40 principles to find optimal fixes. These methods collectively guide you from problem discovery to efficient, innovative solutions.