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something more.
Remember
Managers should remember that creativity should challenge
the status quo to test continuously for improvements,
because:
• a thing is not right because we do it
• a method is not good because we use it
• equipment is not the best because we own it.

Decision-making and the creative thinker
Decision-making is an attribute which is mastered by all
successful creative thinkers. Many effective decisions have
to be made throughout the creative process.
The effective thinker and decision maker is skilled in
analysing, synthesising and valuing. He knows when and
how to use his depth mind and he’s tuned in to his intuitive
mind. His imagination can help to find new ways of
approaching situations and problems. He is always open to
new ideas, even if they come via unlikely analogies as his span of relevance is wide.
He has enough self awareness to
know that others may have a greater specialised knowledge
than he, and he is able to consult with them in the search
for solutions and the truth.
To make an effective decision these six processes should be
followed:
1 Define the objective
2 Gather sufficient information
3 Identify the options
4 Evaluate those options
5 Make the decision, choose the option to follow
6 Test its implementation.
The three essential skills of an effective decision-maker and
creative thinker are:
1 analysing
2 synthesising
3 valuing.
Effective decisions result from thinking things through using
the crucial elements of:
• establishing the facts
• considering all the options
• deciding on the course of action.
The truly effective creative thinker:
• has skills of analysis, synthesis and valuing
• is open to intuition
• has imagination
• is open to new ideas
• has a sense of humility – recognising that others may
have better powers or knowledge and combining
these with their own ideas.
Never make false assumptions or jump to conclusions. Don’t
be prone to faulty reasoning or to not listening to others.
Always operate in the context of facing reality and of seeking
and speaking the truth.
The logical or rational creative thinker will follow this
decision-making model:
Sense effects
Monitor consequences
Implement
Evaluate and decide
Develop
opinions
Collect information
Define objective
Decision makers don’t always choose the optimum solution
as they are affected by emotion, power, politics, the influences
of other people and by their own values. Often a
decision is a compromise between different courses of action,
being one that:
• agrees to some extent with one’s own personal interests,
needs or values
• meets the value standards of superiors
• is acceptable to those affected (by the decision and for
carrying it out)
• looks reasonable
• has an escape element of self-justification if it all goes
wrong.
Clearly such approaches to decision-making must be removed
from your approach!
Managers need to be prepared to make time to think
creatively about decisions – to devote quality time to this
crucial area of activity, because the thought behind the
solution is as important as the action itself.