Innovative, creative types are usually right brain people. At least that is what we have been telling each other for years. The thinking is that if we are to get innovative, entrepreneurial approaches going in our agency, we need to bring in more right brain people, more “creative” types.
In a recent scientific article, “The Real Neuroscience of Creativity,” this long held idea is challenged.
Scott Kaufman states: “The latest findings from the real neuroscience of creativity suggest that right brain/left brain distinction is not the right one when it comes to understanding how creativity is implemented in the brain … the entire creative process – from the initial burst of inspiration to the final polished product – consists of many interacting cognitive processes and emotions.” This all sounds pretty dry up to this point.
However, Kaufman goes on to say: “Importantly, many of these brain regions work as a team to get the job done, and many recruit structures from both the left and right side of the brain.” It was at this point that I made the jump to us as an agency. Basically, Kaufman is stating one of our values, but in scientific language. We need one another. Creativity and innovation happen because all different kinds of people get involved in the process. It is not the domain of one kind of person or personality type. Innovation happens best in community.
Working on innovation through community is where things can get messy. Others may put ideas on the table that you or I consider outlandish. Others may challenge our ‘creative and innovative’ ideas, forcing us to re-think their realistic application. Yet, as I appreciate each person in the process, I gain a different perspective and participate in the creation of truly creative and innovative ideas.
Filed under: Community, Innovation, Partnership | 9 Comments »





