Edward De Bono - Serious Creativity (EN) - video Dailymotion

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00:00Have you ever wondered why some teams just get stuck in a rut, while other teams seem to come

00:04up with brilliant ideas all the time? Well, it often has very little to do with raw intelligence.

00:10Today, we're going to dive into Edward De Bono's Serious Creativity, a really powerful framework

00:14that shows us that generating new ideas isn't some kind of magic, but actually a skill that

00:19you can learn. Hello and welcome. I'm Dr. Marimou Thouquet. Here at Unified Consulting Solutions,

00:25our entire mission is to simplify complexity so that we can amplify performance.

00:30And I have to say, De Bono's approach to creativity is one of the best tools I've ever found for doing

00:34exactly that. So let's explore how it all works. So here's our plan for this explainer. First,

00:41we're going to look at why our usual way of thinking eventually hits a wall. Then we'll bust

00:46some of the most common myths about creativity. After that, we'll unpack the actual logic of how

00:52creativity works. And finally, we'll wrap up with some powerful practical tools you can start using

00:57right away. Our goal here is pretty simple, really. By the end of our time together, you

01:02won't just understand the limits of old school thinking, but you'll see creativity for what it

01:07is, a practical skill that anyone can learn. And you'll walk away with real techniques to spark

01:12those new ideas. All right, let's jump right into the core problem. You know, we're all taught to

01:18make things better, faster, cheaper, more efficient. But what happens when better just isn't enough?

01:23De Bono argues that simply improving something and truly innovating are two completely different

01:29things. Just think about this quote for a second. We can spend all our energy polishing a process,

01:34making it absolutely perfect, but we are still on the exact same road. This is the logic of

01:40improvement. But real creativity, as De Bono puts it, isn't about paving that old road better.

01:45It's about finding the courage to build a totally new one. And that brings up a really critical

01:50question. We're all trained to be logical, right? To analyze data, build careful arguments.

01:55So if logic is so great, why do we get stuck? Why do our organizations and our teams hit these

02:01creative walls where they just can't seem to solve a problem or find a new opportunity?

02:05Well, the answer is all about how our brains are wired. See, we tend to think of the brain like a

02:11library, a passive place where we just file away information and retrieve it logically.

02:15But De Bono says it's an active, self-organizing system. Information doesn't just sit there waiting.

02:21It actively forms its own connections and creates patterns. These patterns become our mental shortcuts,

02:27our default ways of thinking, and they can be incredibly hard to escape from.

02:31And understanding this whole patterning system is the real key. It allows us to move beyond all

02:36those romantic ideas about creativity and start treating it like what it is, a serious,

02:41deliberate skill that we can all get good at. So De Bono just systematically takes apart all our

02:48favorite excuses. First, this myth that creativity is some rare inborn talent. He says, nope, it's a

02:55skill you can learn and practice just like driving a car. Second, that it's only for artsy types.

03:01Wrong again. It is essential for solving problems in any field. And third, this idea that creativity is

03:07just about being chaotic or crazy. De Bono is very clear. This is a formal, deliberate process,

03:12not just waiting for a random flash of inspiration. And he uses this brilliant analogy. Think of your

03:18intelligence as the horsepower of a car. It's just raw potential. But having a powerful engine doesn't

03:23automatically make you a great driver, does it? Creative thinking is the skill of driving. It's how

03:28you use your mind's engine. A skilled driver in a regular car can easily outperform a beginner in a

03:33supercar. Okay. So if creativity is a skill, what is the technique? How does it actually work under

03:40the hood? This brings us to the very heart of De Bono's thinking, the logic of what he calls

03:45lateral thinking. Now let's look at the formal definition here because every single word is

03:50important. Lateral thinking isn't just some vague advice to think outside the box. No, it's a formal

03:56set of processes with specific tools, all designed for one single purpose to help us deliberately cut

04:02across the mental patterns our brain has already built so we can discover new ones.

04:06Here's a great way to picture this. Imagine rain falling on a soft, muddy landscape. The first time,

04:12it creates these little channels. Well, the next time it rains, where does the water go? It flows right

04:18back into those same channels, carving them even deeper. Our brain is exactly like that landscape.

04:24Every experience we have carves a pathway. New information doesn't go exploring. It just flows down the

04:30deepest, most familiar channels, which makes it so hard to think in a new way.

04:34So let's try to visualize this. You've got a starting point, let's call it A, and a conclusion,

04:40B. Over time, your brain has built a very strong, logical, and direct path from A to B.

04:46This is your default thinking, your mental highway. Whenever you face problem A, your mind just

04:50automatically zooms down this path to solution B. But here is the interesting twist. There might be

04:56another starting point, C, that also leads to B. The problem is, when we are standing at A,

05:02that path from C is completely invisible to us. But the moment someone points out C,

05:07the connection to B suddenly seems so obvious. This is that classic, oh, why didn't I think of

05:13that moment? The idea was always logical, but only after the fact. And this is the entire point of

05:20lateral thinking, beautifully illustrated. It's not about finding a better, faster way to get from A

05:25to B. It's about having the right tools to make a deliberate and sometimes what feels like an

05:30illogical jump from that main track A all the way over to the side track C. Because once you're at C,

05:36the new perspective, the new path to B suddenly becomes clear. That jump, that is the creative act.

05:42Now, this is all great in theory, but how do we actually make that jump? How do we get from A

05:48to C? This is where we shift from the why to the how. De Bono didn't just give us a theory. He gave us

05:54very specific, formal tools to make this leap on purpose. Probably his most famous tool is what he

06:01calls the provocation. We use the signal PO, which stands for provocative operation, to introduce a

06:08statement that is deliberately illogical or maybe even impossible. The whole point of a PO isn't to

06:13be correct. It's to be a stepping stone, to shock our brain out of its usual patterns and force it to

06:18see from a new angle. So here's a classic example. Pole. A factory's water intake must be located

06:25downstream of its own outlet. Now, logically, that is absurd. The factory would just be poisoning its own

06:30water supply. Our first instinct is to just dismiss it as ridiculous. But with lateral thinking, we don't

06:36judge the idea. We move with it. We see where it takes us. This next step is called movement. We ask

06:43ourselves, okay, what is the principle behind this crazy provocation? And a really powerful principle

06:49emerges. A factory should be forced to deal with its own mess. From that thought, you can get to a

06:55brilliant practical idea. Let's pass a law that requires a factory's intake pipe to be downstream.

07:01Suddenly, that factory has a very strong motivation to keep its own water clean.

07:06An absurd idea leads to a very elegant practical solution.

07:09Another fantastic tool, and this one is wonderfully simple, is the random word technique. It works by

07:16introducing something completely random to break your patterns. So you define your problem. Let's

07:21say, how to improve office communication. Then you pick a random word. Say, nose. Now you list its

07:27associations. Smell, breathing, filter, the bridge of the nose. Then you force connections. Could we smell

07:34problems earlier? Do we need a better filter for our emails? Do we need to bridge the gap between two

07:39departments? You see, the random word creates totally new lines of thought.

07:42So let's just quickly recap the big ideas here. First, creativity is not magic. It is a deliberate

07:49skill you can learn. Second, our brain's natural tendency to create patterns is useful, but it's

07:55also a trap. And to escape that trap, we need formal tools like provocation to cut across those

08:01patterns on purpose. And most importantly, you can start using these tools for serious creativity

08:06literally today. Now, all of the concepts we've talked about in this explainer come from Edward

08:13de Bono's fantastic book, Serious Creativity. If you want to go deeper, I really do recommend it. It is the

08:19definitive guide. So the big question is, how will you apply serious creativity? To share your own ideas and

08:27explore more ways to amplify your team's performance, I'd like to invite you to join our community at

08:32Unified Consulting Solutions on LinkedIn. The link for that is right there in the description.

08:37Thank you so much for watching. I'm Dr. Mary Mathieu-K, and I wish you a very, very creative day ahead.

Edward De Bono - Serious Creativity (EN)

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