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PERSON, PROCESS,
PRODUCT AND
ENVIRONMENT
• Creativity "is the skill of bringing about something new and valuable."
(Young, 1985 p.85)
• “Creativity is the process of bringing something new into birth.” (May,
1959)
• “The ability to relate and to connect, sometimes in odd and striking
fashion, lies at the heart of any creative use of the mind, no matter
what field or discipline.” (Siedel,1962)
• “C=fa(K,I,E) - Creativity equals the Function of open attitude,
Knowledge, Imagination and Evaluation Skills” (Ruth Noller)
DEFINITION
• A helpful lens was provided by Mel Rhodes in 1961, the Four P’s of
creativity: Person, Process, Product, and Press (the “press” of the
environment).
• We can view (assess, study, measure, understand, etc.) creativity by
looking at each of these variables individually. We can consider the
characteristics of the person; we can analyze the process used; we
can assess the creativity of the end product; and we can examine the
support (or lack of support) in the environment in which the
creativity occurred.
4 P’S OF CREATIVITY FRAMEWORK
• Person – Characteristics
• Process – Through which people are creative
• Product – Produces a creative outcome
• Press – Place / Climate / Environment
(Rhodes, 1961)
• Additional P’s– Persuasion (Simonton, 1990) and Potential (Runco,
2003)
PERSON
• Defer judgment
• Combine and build on ideas
• Seek wild ideas
• Go for quantity
DIVERGENT TOOLS
• Brainstorming
• Stick-’Em Up
• Brainwriting
• Forced connections
• Visual Connections
• Ladder of Abstraction
• SCAMPER
CONVERGENT THINKING GUIDELINES
• Be deliberate
• Check your objectives
• Improve your ideas
• Be affirmative
• Consider novelty
CONVERGENT TOOLS
• Card Sort
• Evaluation Matrix
• Highlighting
• I3 (Influence, Importance, Imagination)
• PPCo (Pluses, Potentials, Concerns)
PRESS/PLACE/ENVIRONMENT