Don't just settle on your first idea. Here's why it's important to think deeper, writes abmarkman
. This use of memory is valuable, because it is what enables people to use their experience to guide their actions. After all, people should generally do what they did in the past in order to navigate a situation effectively and efficiently.
They suggest that there are two factors that can come together to promote creativity. The first is that teams need to embrace contradictions when generating creative ideas rather than choosing a tradeoff between them. For example, when designing a product, there is often a tradeoff between expense of the materials and design and the performance of the product.
The researchers manipulated both people’s orientation to contradictions as well as their motivation to think about the problem. They influenced people’s orientation to contradictions through instructions. Some groups were encouraged to embrace the contradictions they saw rather than deny them. Other groups were just told to review different perspectives without suggesting that they embrace the contradictions.
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