創意思考 using SCAMPER

OOnagh CHAN24-Sept 2011

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大綱 & 流程• 創意思考的特質• 創意思考的重要性• 創意的殺手是什麼？• SCAMPER TECHNIQUE• YOUR SHOW TIME - 工作坊

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創意思考的特質：多• 流暢性：產生大量構想的能力

詞語流暢性•語言文字表達的流利程度

聯想流暢性• 結合不同事物或概念，產生有意義的組合

表現流暢性 化無關為有關，化無意義為有意義

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創意思考的特質：變• 變通性：改變思考方向的能力變更分類方式重新界定訊息或事物意義，以適應另一個目的放大、縮小、簡化、補充、變形。。。

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創意思考的特質：奇• 獨創性：產生與眾不同與新奇構想的能力

排除習慣與傳統的制約擺脫從眾心理的壓力

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創意思考的特質：全• 周全性：精心落實與完成構想的能力

心思細密、仔細推敲、精益求精、盡善盡美為原來的構想，補充其他元素，充實內容

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創意思考的重要性個人提升

「想像比知識還重要，因為知識定義了我們目前已知與了解的一切，而想像卻讓我們發現新事物與創造一切。」～愛因斯坦

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創意的殺手是什麼？• 認知障礙

– 角度狹隘，未見全貌– 先入為主，思考公式化– 要求單一標準答案

抹煞了潛在的、不錯的想法或解決之道例：‧大象幾隻腳？ ‧一筆畫完四條線。。。

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一筆畫完四條直線（不能中斷），這四條線正好穿連九個點，每點只能被穿越一次。

創意的殺手是什麼？

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創意的殺手是什麼？• 情緒障礙

– 不能包容失敗與挫折– 偏狹性、刻板性– 負面思考與情緒

內心築起高牆，無法面對真實的自我與多元的世界，妨礙開拓的機會例：‧思考方向的生理、心理結果 ‧情緒障礙與團體討論 ‧主管的通病與責任

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認知、情緒、文化障礙

思考、有意識的

反射、潛意識的

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認知、情緒、文化障礙 最近過得如何？累死！丟了半條命！

好忙！每分鐘都填滿！

問 : 長江後浪推前浪，﹍﹍﹍﹍﹍﹍﹍

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創意的殺手是什麼？• 文化障礙

– 過度重視群體的傳統、紀律、接納– 權威意識過於濃厚

害怕發生問題、與眾不同、受人譏笑；不太相信自己的知覺、能力與推論；容易模仿、隨俗、唱和、請示、求安例：‧美國現象 ‧上位者權威過度發酵

創意思考法則－奔馳法（ SCAMPER ）Alternative arrangements of the existing • S Substitute something 取代• C Combine it with something else. 結合• A Adapt something to it. 調整• M Modify it / Magnify or add to it. 修改 / 擴大• P Put it to some other uses. 改變用途• E Eliminate something. 縮小、減少• R Rearrange it / Reverse it. 重組 / 逆向

• SUBSTITUTE 取代– What can be substituted?– Who else?– Can Rules be changed?– Other processes or procedures?– Other place?– Other approach?– What else instead?

SCAMPER TECHNIQUE

• COMBINE 結合– What ideas can be combined?– Combine purposes?– An assortment?– Combine units or functions?– Offer a combination?– How to assemble and ensemble offering?– Merge other items or services?

SCAMPER TECHNIQUE

• ADAPT 調整– What else is like this?– What or Who could we copy?– Does the past offer a parallel?– What ideas from outside my business

could we adopt?– What processes could be adapted?– What other ideas are suggested?

SCAMPER TECHNIQUE

• MODIFY 修改– What aspects of the product/service could

be modified– How can this be altered for the better?– Can the service be combined with the

product?– Is there a new twist that could be offered?

SCAMPER TECHNIQUE

• MAGNIFY 擴大– What can be made larger or extended?– What can be added?– How about greater frequency? Extra

features?– What can add value?– What can be duplicated?– What can be exaggerated?

SCAMPER TECHNIQUE

• PUT TO OTHER USES 改變用途– What else can this approach be used for?– Are there new ways to use this approach?– Are there extensions to this process– Can these resources be reallocated to be

used more effectively? Efficiently?– Can other markets benefit from this?– How can it be used in other markets?

SCAMPER TECHNIQUE

SCAMPER TECHNIQUE

• ELIMINATE 縮小、減少– What should we omit?– What is not necessary?– Can this be streamlined?– Should I divide it up? – Separate into different parts?– What if it were smaller or less complex?

• REARRANGE 重組– What other organization or arrangement

might work better?– Other sequences or changes in the order?– Transpose cause and effect?– Interchange components?– Change pace?– Change schedule? Change Rules?

SCAMPER TECHNIQUE

• REVERSE 逆向– What are the opposites?– What are the negatives?– Do the unexpected?– Consider it backward?– Should I turn it around?– Down instead of up?

SCAMPER TECHNIQUE

THINKING CREATIVELY

THINKING CREATIVELY

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