Business Creativity &

Innovation
BM017-3-M
FALL 2019

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Theories on Thinking
Based on Neuro physiological Function : Key Creative thinking models
1. The Whole Brain/Four-Quadrant Model Herrmann (1990)
2. Walla’s Model
3. Divergent thinking
4. Convergent thinking

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 1. The Whole Brain/Four-Quadrant
Model ; Herrmann (1990)
◦ 4 quadrant model - right/left & Cerebral System
upper/lower A D
◦ Left Hand Side: logical, ordered Analytical,
◦ Right Hand Side: intuitive, mathematical, Imaginative,
feelings, visual, dreams, non-
technical synthesising, artistic,
linear
problem solving holistic, conceptual

B C
Controlled, Interpersonal,
conservative, emotional,
planned, organised, musical,
administrative spiritual
2019/11/17 Limbic System
1. The Whole Brain/Four-Quadrant
Model ; Herrmann (1990)
◦ A quadrant thinkers prefer organizing information logically in a framework,
listening to lectures and reading textbooks, studying example problems
and solutions, thinking through ideas, doing scientific/academic research,
judging ideas based on facts, criteria and logical reasoning, dealing with
reality and current problems.
◦ B quadrant thinkers like finding practical uses for knowledge learned,
planning projects, practicing new skills, writing practical guides about how
to do something
◦ C quadrant thinkers like to be very organized and precise in their work.
◦ D quadrant like to take an overall view of new topics (not the detail), to
take the initiative, ponder on possible outcomes of actions, use visual aids,
solve open ended problems, enjoy wild ideas, experiment, rely on intuition
rather than on logic, synthesize ideas, approach a problem from different
angles.
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 2. Walla’s Model
Graham Wallas (1926)
1. Preparation (A) 3. Illumination (C)
 Define-> prob, need, desire  Idea arise
 Gather info, soln or response need to consider  On creative response
 Setup criteria for soln acceptance.  Idea can be piece or whole
 Less time
2. Incubation (D)
 Step back 4. Verification (B)
 Let mind work it through  Final Stage
 Like preparation ( it could take min/
days/weeks/ years)

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 Left Brain Right Brain
Activities Activities

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3. Divergent Thinking
Creative, broad search, fluency, originality
Vertical: dig hole deeper in same place
Lateral: dig hole in different place

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4. Convergent Thinking
Criterion based, unique, focused solution sought

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 Are you a right or left side thinker?

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