Page 43 - Warwickers Fresh Thinking v2014

THE BOX We don’t promote thinking outside the box as a tool on its own. Most who think seriously about creativity agree that it entails not only novelty (that outside the box stuff) but also utility, and in order to be useful, it has to go above-and- beyond what is already known (that inside the box stuff). So understanding your challenge from inside the box lets you explore knowing the opportunities and constraints at play is essential. It is also about defining what is ‘In your Business Box’ to give your thinking some useful focus – who you are serving (your niche), your objectives, current goals and the plans already in place. We call this the Context. Knowing this and understanding how it plays out isn’t about limiting creativity such boundaries can increase your capacity to generate step change ideas. It's also worth embracing what's been done before, because it's practice that gives us the option to build on the old ideas to make the new and to get creative with whatever we already have. It also may be conversely about letting what has gone before go to change perspective – which is what getting outside the box is really about. It is about getting out of your comfort zone, challenging rules or assumptions and removing perceived constraints. It means being open so you can also see from a different vantage point whether that be outside, on top, under the box or even being the box! The box can also help identify if you are working "in" the business opposed to working "on" the business. Some people are more creative in the box, or working in the business. Some are more creative and more passionate while thinking outside the box, or on the business. 43