A general theory of creativity

The What if equation

Years ago, when I began teaching artists and others about creativity and how to harness it, I looked for a way to simplify and explain this complicated mix of concepts. 

One of my first ideas was a left-brained presentation of this right-brained process. With tongue planted firmly in cheek, I landed on a spin-off of Einstein’s greatest achievement, The general theory of relativity. After some thought I dropped the whole Einstein thing. But what stuck with me was this: The general theory of creativity.

What if there was an equation that offered an easy window into the creative process or - at the very least - acted as a reminder to look for different ways to approach any problem?

The thought kept gnawing at me and, if an idea won’t go away, I pay attention. My muse is persistent if nothing else.

The creative act is very simple and exceedingly complex. So let’s focus on the simple part. Typically, we think of creativity as using our imaginations, coming up with original ideas, especially in artistic works. Perhaps that helps define what creativity is. But how does it happen?

Here’s a simple way to look at how – it’s when we combine two or more ideas to produce a new solution to a problem. If we just combine things without a purpose, we’re playing, which ain’t a bad thing. It’s a powerful tool. But, to be truly creative, we need to solve problems in an original way, a new way.

So here’s my equation. And it can be applied to almost anything.

For the equation to work, it first needs to present a problem, then show how to adapt it. And finally it should show a result that can be multiplied, used in as many different variations as possible to get the optimal outcome.

It’s not as elegant as e = mc². But stay with me. It does work.

Here’s your What if equation: Problem + Adaptation x Variation = Creative solution

The Problem is your current dilemma. It could be the subject you want to tackle as an artist in a new way, or perhaps a blank canvas that is taunting you for having nothing new in your head. To alter the way we view the problem, we add adaptation.

Adaptation is the wildcard we add to see what associations emerge. For an artist, it could look like “portrait + limited palette” or “portrait + limited palette + geometric” or “portrait + collage + geometric pattern + robot”.

This brings us to Variation… where we take the results of the initial solutions with adaptations to create multiple versions. Keep in mind that no idea is off-limits. Even a bad idea can lead to a good one. The more variations, the greater the chance of finding a unique and viable solution. To get there, we refine things, little things or big things, with each iteration of our problem.

Nature is really good at this. New variations of species are still being discovered today. The better ideas move forward, and the ones that don’t work don’t continue on. Adapt or die.

Look at the vast variety of birds in the world. There are approximately 11,500 different species, not to mention the ones that historically did not make the cut.

Nature has a rather drastic way of culling new ideas, but we have to use a kinder way, creativity’s counterpart, critical thinking, to evaluate the solutions.

Evaluation is the tricky part. Creative thinking requires critical thinking, which means assessing which ideas work and which don’t by using the parameters of the initial problem. Any new or different idea that is untested will feel risky. But, in my experience in the communication arts, different is always better -- as long as the problem is satisfied.

This is the phase where any idea goes through editing and refining. Entire lines of thought can get tossed out, based on how the problem is assessed. This is why we come up with a lot of ideas and make countless thumbnail sketches for a single element of a painting, logo, or costume design. The best ideas rarely show up first and, to paraphrase Linus Pauling, you need to have a lot to choose from to get a good one.

It may feel awkward to apply an equation to the creative act until you see it in action.

Here’s an example of that thought process.

Problem: Animal-based personal transportation was the thing, but it was difficult, messy, and the engines eventually all died. A more mechanical solution was needed.

Solution: The initial bicycle design was a revelation, but it was an awkward, difficult-to-handle revelation. Creative engineering adaptations added the chain and cog drive and wheels of equal size. But.. there was still a problem.

Problem: Bicycling is hard work. How to make it easier?

Adaptation: Add a motor. Many intrepid inventors took note, and variations on motorized transport began.

Variations: Motors added to skateboards and scooters. Added gyro-stabilization (Segway, mono-wheel).

Thanks to creative and critical thinking, you can now open an inner-city bike, scooter, skateboard, and Segway rental business and retire wealthy.

We also now have the party cycle, a mobile bar on wheels powered by pedaling drinkers. And why would anyone bother to do that? Because without it, day drinkers would have no exercise at all.

If I’d had this equation years ago, dealing with the corporate think tanks would have been easier. Trying to spit-ball with corporate types is like training a turtle to fetch, it takes forever.

Jot down this simple equation on a post-it note and stick it on your work wall as a reminder to push your ideas further.