Since the day humans begun to apply a function to things they began to employ their creativity. Moved by need, our ancestors created tools with which dig, climb, hunt, fish and after breed animals and cultivate the land. Simultaneously creativity was detaching humans from tediousness. To act creatively and think creatively, in fact, pushes people to redeem from their sociological state of apathy, reinventing and innovating the everyday life, market, business, economy and society.
The shock implied by the current transience and rapid change of our world is the common enemy of creativity. The individual’s attention is being soaked up by the bombardment of information and happenings offered by the digital age. The lack of attention paralyses people’s brains and prevents us from undertaking risks and action. Such reality brings individuals to detach themselves from their current reality and encloses our minds in the state of apathy toward actual facts. Paralysis and future’s uncertainty give rise to procrastination. When a person detaches from his/her current reality and prevents self-redemption, creativity is absent;
Creativity is killed.
Paulo Cezar de Jesus demonstrates how creativity works outside the context of busyness. Living in a circumstance where he is forced to work in the street of Salvador in Brazil, to earn money for his sustain, he had to find a way to promote his practice. He “mixed together with an industrialised metal miniature truck, a wood container, where he can display thermoses of coffee and also diffuse the sound of Brazilian music through a CD player” (Design Indaba, 2016) to attract customers. Paolo Cezar’s colourful creation demonstrates how “the streets of Brazil are full of startling design solutions by ordinary people driven by pure human need” (Design Indaba, 2016).
To cope with the pace of our world and enter into a most collaborative way of living, we need to master creativity and overcome humans’ disengagement arisen by what Toffler calls “Future Shock” – “the roaring current of change, a current so powerful today that it overturns institutions, shifts our values and shrivels our roots” (Toffler A., 1970 pp. 11).
During a TED Talk held in 2012, David Kelley explores the nature of creativity in the human brain, asserting its existence within every single one of us. Humans are not about being either creative or practical, in fact, creativity is an innate feature of the human brain. However, our society has taught us the opposite – you are either creative of technical. If you are not able to draw, invent and create you are designated to complete the apathetic rhythms required by the industrial society. You are not able to redeem yourself. David’s purpose in life is to help individuals understand the nature of creativity and how to train it and achieve one’s real purpose with what he calls “Creative Confidence” (TED Talks, 2012). The latter has the robust capability of mastering one’s creativity as the knowledge of one’s phobia in psychology helps the individual overcome his/her fears. In fact, David believes that the lack of creativity in the world derives from the cultural situation one comes from and the believing that creativity is a gift for a few.
In conclusion, the “artistic creativity” (De Bono, 1992), which is often misguidedly considered as the exclusive creativity, is different from “the ability to change concepts and perceptions” (De Bono, 1992) and generate value through the creative/lateral thinking. The creativity that needs to be cultivated within the population resides in the cognitive ability to make interdisciplinary connections and risk taking. This is tremendously needed to redeem people from the doziness of their current reality throughout “insight and new perceptions” (De Bono, 1992). The embracement of risk and the willingness of failure are the prerequisites for the creative, entrepreneurial mindset to overcome the society’s pre-designed destiny of wealth for a few.
De Bono, E. (1992). Serious creativity. New York, N.Y.: HarperBusiness.
Design Indaba. (2016). Design by the other 90% | Design Indaba. [online] Available at: http://www.designindaba.com/articles/creative-work/design-other-90 [Accessed 24 Oct. 2016].
TED Talks, (2012). How to build your creative confidence | David Kelley. Available at: https://www.youtube.com/watch?v=16p9YRF0l-g&list=PLoUmAUQ32nalXKPwkpwBDIT1NLudPt8DB&index=2 [Accessed 26 Oct. 2016].
Toffler, A. (1970). Future shock. New York: Random House. pp. 11