Brand Quarterly Issue 15

Page 44

5 Steps To Empower Others To Think More Creatively Marcia Reynolds, PsyD, MCC

To help people think differently about situations, problems or products, you have to disturb the way their brains automatically process information. In order to define who we are and make sense of the world around us, our brains like to work quickly within the confines of what we know. The brain doesn’t like to have to stop and “think outside the box.” In fact, you have to get someone to actually see their box before you can get them to see outside of it. That is why it is hard to change people’s minds or to ask them to think more creatively. Our meaning-making, quick-to-interpret brains actually constrain creativity. Because of this, you need to disturb the automatic mental processing so people actually stop and think about their thinking, which opens the door to seeing new ways of being and acting.


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