100 Things: Every Designer Needs to Know About People

37. There are Four Ways to be Creative

Have you heard someone say, “Oh, John—he’s so creative! I wish I was creative like that.” It makes it sound as if creativity is a natural skill or talent, like the ability to sing or paint. Other times people say, “I’m going to a seminar to learn how to be more creative.” That makes it sound as if creativity is a skill that anyone can learn. So, which is it? Well, both and neither.

Arne Dietrich (2004) wrote a paper on creativity from a brain and neuroscience point of view. Dietrich identifies four types of creativity with corresponding brain activities:

• Deliberate and cognitive creativity

• Deliberate and emotional creativity

• Spontaneous and cognitive creativity

• Spontaneous and emotional creativity ...