As organizations recognize the need to be more innovative in the creative economy of the 21st century, an ideological debate over methodology continues to rage.
Most creativity and innovation training falls into two camps – the systematic “thinker” approach, and the right-brain-first approach of the “intuitives”.
Despite the growing adoption of whole-brain thinking, the two camps are still strong. As a result, many creative campaigns founder amidst warring over approaches.
But there’s another approach that might resolve this issue. Studies into learning have shown that people process information in several ways. Almost 20 years ago, Howard Gardner of Harvard, postulated that people can have one or a combination of seven types of intelligence.
- Visual-Spatial people think in terms of physical space and are very aware of their environment. They visualize and daydream. Think architects.
- Bodily-Kinesthetic people have a keen awareness of movement and use their bodies to interact with their environment. Think dancers.
- Musical people are sensitive to sound and rhythm and put everything into rhythmic patterns. Think musicians and rhetoriticians.
- Interpersonal people process information by interacting with others. They’re empathetic and agile. Think sales people.
- Intrapersonal people have strong understanding of themselves. They are in tune with their own emotions so are often introspective. Think those who say “I feel in my gut.”
- Linguistic people use words and understand the nuances that words can convey. Think poets or storytellers.
- Logical-Mathematical people are reasoners. They conceptualize, recognize patterns and can quickly understand relationships. Think mathematicians and engineers.
Clearly, these different intelligences can also provide a good framework for creativity, which is really a form of information processing. In that way, multiple intelligences frameworks would be similar to deBono’s Six Thinking Hats approach.
A strong innovation team would probably have several dominant intelligences represented. When they work together, these different types of intelligences can be immensely productive for idea production and evaluation.
But they have to understand that everyone might have a different way of viewing the world, and thus a different way of forming ideas.
Tony Wanless, Knowpreneur