As we evolved into Homo sapiens, humans learned to make fire, create hunting equipment, and construct shelters. They also understood communication and imagery. This way of thinking could have arisen from a survival mentality and the urge to keep humanity alive at all costs, but being creative is a form of thinking that precedes action. It’s a calculated risk that flows from thought to execution, regardless of the outcome. This is a story that has been seen throughout the ages; many inventors believed in their hypotheses and, after numerous attempts, succeeded through their relentless pursuit of what they believed to be true.
Throughout history, we have seen powerful artistic, architectural, and philosophical movements. Each era presented a new, creative perspective on the world. Aristotle's philosophy, Shakespeare’s Romeo and Juliet, Michelangelo’s Sistine Chapel, or the statue of David—each reflects the enduring power of creative expression.
While creativity is ancient, the word itself originates from the Latin creare, meaning "to create". The noun "creativity" gained prominence after World War II, especially in the early 1950s when J.P. Guilford introduced it during his presidential address to the American Psychological Association.
J.P. Guilford's research distinguished between convergent thinking, which finds the single best solution, and divergent thinking, which generates multiple, varied solutions. His work unlocked the understanding of the psychological creative mind and contributed to humanistic psychology.
Interestingly, his study suggested that a humanistic need to elevate oneself while thinking creatively is essential for achieving goals, regardless of the outcome. It effectively linked psychology, education, and business amid economic uncertainties.
Guilford’s 1950s ideology, “Creativity equals divergent thinking,” simplified brainstorming but revealed a flaw: its execution.
In 1958, a Yale study found that group brainstorming yielded fewer innovative ideas than individuals working alone. Social loafing and the fear of judgment hindered participation, negatively impacting overall creativity.
What did this mean for producing and executing creativity afterward?
After much debate and criticism, the integration of creativity into education and management became more essential than ever. Recognizing creativity as equally important alongside traditional skills created a lasting demand for more in the industrial era.
Workers were encouraged to develop critical thinking and collaboration aimed at results. Creativity was no longer separate; it became integral to the process.
Post-World War II, the rapid growth of industry and technology marked the Golden Age of Capitalism. While many countries rebuilt, the United States experienced accelerated growth fueled by consumer demand. They not only entered a revolutionized economy focused on supply and demand, but also expanded their educational systems to outpace the Soviets scientifically. Due to structural limitations and a rigid curriculum, the creative concept became misaligned with formal education, evoking a need for change.
Meanwhile, the arts continued to serve as the primary channel for creative expression. Advertising, which gained popularity after its decline in the 1930s, became a leading promoter of innovation, shaping visions of “living in America.” Artistic campaigns boosted sales, introducing a new visual language of consumerism in a market driven by mass production. They weren’t just selling products; they were selling dreams and aspirations, a core principle still found in marketing today.
We continue to explore, teach, and measure creativity, but one thing remains clear: it influences how we survive, grow, and evolve.
"How has creativity shaped your thinking?"
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