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 residue of belief that bizarre is creative.





Bizarre does not attract attention in general. So those who want to make a statement or parade their disdain for normal conventions may seek the cazivity of bizarreness. Sadly, there is a huge convention of un-conventionality - just as all hippies had to wear hippy uniforms. There is nothing wrong with the motivation to seek to be different. It is a pity if it just stops at being different for the sake of being different. In lateral thinking there is an important role for provocation. "Po cars have square wheels" is a typical provocation. The point of provocation, however, is that you use 'movement' to move forward from the provocation. You do not just sit on the provocation and say: "Isn't that creative?" So you 'move' forward from the square wheel provocation to design 'intelligent suspension'. Provocation is a valuable step but not a useful result.

The main reason why crazitivity is so often equated with creativity is that crazitivity is so very easy. So those people who want to be noticed and want to flaunt creativity find this the easiest route to take. That is a choice and an option. In my view it is not a very constructive one. I regard highly those creative contributions which deliver more value than just being different. So the key question is: "What value does this creativity deliver?" It may be eye-catching but then a shout is 'ear-catching'. Do you really want to live in a world full of shouting?


Edward De Bono
16th February 1997

Comments

Post a Comment

Popular posts from this blog

SOLUSI PENGURUSAN HARTA PUSAKA ANDA

-
Image
  Kenali produk   AL-WASITAH   dari Wasiyyah Shoppe Berhad.   AL-WASITAH   adalah merupakan satu produk perancangan pengurusan harta pusaka oleh mana-mana individu/pemilik harta bertujuan untuk memudahkan urusan waris-waris mereka apabila berlaku kematian pemilik harta. Produk oleh Wasiyyah Shoppe Berhad ini menawarkan satu solusi, di mana waris tidak perlu menanggung kos pengurusan harta pusaka. Pemilik harta telah merancang dan melakukan pembayaran awal dengan mengambil produk   AL-WASITAH. KONSEP YANG SAMA TAPI TUJUAN BERBEZA Bayaran untuk produk  AL-WASITAH  mempunyai konsep sama dengan pembelian insurans. Manafaat yang diperolehi dari polisi insurans anda apabila meninggal dunia, pampasan akan terus kepada waris ataupun penama. Manakala untuk produk  AL-WASITAH , jika anda meninggal dunia, pihak Wasiyyah Shoppe Berhad selaku syarikat amanah yang dilantik akan menguruskan dan menyelesaikan urusan harta pusaka anda.  APAKAH PRODUK AL-WASITAH ? Satu produk yang membantu waris-waris s
Read more

The effect of Section 281 of Islamic Financial Services Act 2013.

-
Image
  One of the pertinent issue highlighted by the High Court in dismissing the application for summary judgement by Maybank Islamic Bank Berhad in the case of MAYBANK ISLAMIC BERHAD v. GOLDEN BASE CONSTRUCTION SDN BHD & ORS [2019] 1 LNS 1785 was that the mere use of the words “Shariah-compliant commodities determined by the Bank as per the e-certificate” in the financing documents was insufficient to identify the underlying asset. Thus, the legality of the Murabahah transaction was in question due to the uncertainty of the underlying Murabahah asset, In Islamic finance, the Murabahah Contract refers to Cost-plus financing. This is a contract sale between the bank and its customer for the sale of goods or commodities at a price that includes a profit margin agreed by both parties. The Murabahah transaction is to be completed in two stages. In the first stage, the customer requests the bank to undertake a Murabahah transaction and promises to buy the commodity specified by him. In
Read more

KENAPA HARTA UMAT ISLAM BOLEH MENJADI BEKU?

-
Image
  Apabila kita berbicara mengenai pewarisan harta dalam Islam, lazimnya ia merujuk kepada pembahagian harta pusaka simati kepada waris-waris yang berhak mengikut hukum faraid. Hukum faraid adalah hukum yang telah termaktub dalam Al-Quran sebagai panduan umat Islam dalam menguruskan pembahagian harta pusaka. Pensabitan dan keterpakaian hukum faraid jelas sebagaimana firman Allah SWT dalam  Surah Al-Nisa :7  yang menceritakan secara umum tentang bahagian waris lelaki dan waris perempuan. Perincian tentang bahagian setiap waris dinyatakan dalam  Surah Al-Nisa’ : 11 dan 12  dan ayat terakhir Surah berkenaan iaitu ayat ke  179.  Dalam ketiga-tiga ayat ini Allah telah menjelaskan bahagian-bahagian waris ahli fardu dan ahli ‘asabah serta keadaan pewarisan mereka. Perlaksanaan hukum faraid sebagai jalan penyelesaian kepada pembahagian harta pusaka adalah panduan yang telah digariskan didalam Islam namun pada masa yang sama hukum islam tidaklah menjadi rigid dalam soal membuat perancangan pewar
Read more