SOME PEOPLE LIKE FORMAL process models, with their neat 1-2-3 approach to a task. There are, in fact, lots of these models in the field of creativity and problem solving. I hate almost all of them. Why? Because they are, every one of them, linear process models. You follow their steps in strict order, one after the other, until you reach the end. At which point you are supposed to have produced a solution, as if creative ideas were machines fabricated on a mental conveyor belt.

Forget it! Creative thought does not work that way— not in the least. All these models do is hide, in a neatly numbered step, their failure ...

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