De Bono's Thought : Crazitivity
'Crazitivity' is a new word that needed inventing. Crazitivity is that sort of creativity that is solely driven by desire to be different. Creativity is always new and different so the belief is that something new and different is necessarily creative. So anything different, bizarre and off-the-wall claims to be creative. I have no objection whatever to this belief and this style of 'creativity'. My only concern is that people should equate crazitivity with creativity. This would be a pity and would be a great disservice to serious creativity. Creativity can be low key, simple, unostentatious and very logical - in hindsight. Creativity does not have to announce: "Look at me. Aren't I creative!!". In the advertising world something that is crazy may catch attention and may therefore have a direct value. This is seldom the case elsewhere. Since much of the impetus for deliberate creative effort came from the advertising industry (brainstorming) there is this