Why We Do What We Do

chapter eightOur Brain and Creativity

‘Every child is an artist. The problem is staying an artist when you grow up.’

PABLO PICASSOPainter, sculptor, poet and playwright (1881–1973)

ABOUT THIS CHAPTER

Our ability to think creatively has ensured our survival as a species. We have a natural curiosity that has led to new discoveries, and we have continued to forge new ways of living, communicating, eating, travelling and learning.

In recent years, as certain organisations have failed to keep up with or ahead of competitors, creativity and innovation have become popular concepts that are now generally viewed as the panacea for business success. The World Economic Forum has even listed creativity as one of the top three skills that professionals will need for the future.

This emphasis on instilling or accessing a creative mind-set has prompted researchers, educators and business leaders to look more deeply at what creativity actually means and whether, in fact, everyone is capable of being creative.

This chapter discusses what creativity is and how it works in our brain. The underpinning premise is that we all have a creative spark, which, in many of us, just needs to be reignited.

Part 1: The science explained

How does creativity work in our brain?

Creativity comprises the conception, testing and verifying of an idea. Creativity often happens when we are daydreaming, allowing our mind to wander or even trying to imagine what other people are thinking. And an idea can come ...