The textbook definition of creativity involves making something new that has value. “Something” can be defined to include new ways of doing things or thinking, but it is the new that’s important. Depending on the situation, creativity can include things that are new to the person doing them (personal creativity) or to the world at large.
A New Way of Seeing
Human beings have to sort through a lot of information every second of the day. This leads to focusing on some things and ignoring other things altogether. You probably have already seen this video. If not, count the number of passes the team in white makes.
Did you see the gorilla? Selective attention is what helps us sort through the stimuli. It allows us to ignore both the very common place and the very out of place.
According to Kevin Ashton’s “How to Fly a Horse” (p. 97), one study showed that 75 percent of people walking and talking on their cell phones did not see a unicycling clown that had been put in their path. Their brains decided that the clown was someone else’s problem and not pertinent to the phone conversation. This is called inattentional blindness, and one reason you should never drive and use your cell phone. Your brain prioritizes the phone conversation over the information you are seeing, or not seeing as the case may be, on the road in front of you.
The problem for creativity is that it takes the combination of two or more pieces of information in a new way to be creative. If we’re ignoring information that doesn’t fit in with what we think should be there or our world view, or we’re adding information that isn’t there because we think it should be there, we can’t be creative.