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Posted by on Jan 13, 2014 in Business, Featured, Leadership, Strategy, Strengths, Switch & Shift TV, Talent, The Human Side TV | 1 comment

Think Creativity Is For Experts Only? Think Again!


Today’s guest on Switch and Shift TV is David Burkus, author of The Myths of Creativity, a must-read book that debunks the ten most common myths about how we create.

A professor of management and founder and “talent” of the popular LDRLB podcast, David’s whole career focuses on leadership, strategy, and innovation. Among the myths David blows up in his book (and in today’s show) are

  • The Eureka Myth: Flash of insight? Hardly!
  • The Lone Creator Myth: Is one mad scientist working alone in his garage the answer to the next big thing? Not even close.
  • The Brainstorming Myth: Actually, brainstorming is highly ineffective, and besides, we don’t even use the term right most of the time, which just confounds us further.
  • The Incentive Myth: You can’t bribe your employees to think more creatively. In this section we discuss Dan Pink’s awesome book, Drive, which David builds on in The Myths of Creativity.
  • The Expert Myth: Often, you get exactly the opposite of what you pay for when you bring in the big guns to solve big problems for you.
  • The Breed Myth (one of my favorites to tear down): No, “creatives” aren’t different from you and me. Everyone has the ability to innovate within them. David will tell us how.

These are just a few of the highlights of our rollicking interview. Will you love it? Well, from feedback I’ve already received from folks who jumped the gun and found my hidden channel on YouTube, I can tell you one thing: we’ll be having David back for a command performance sometime in the not too distant future. Yes, he’s that fascinating a guest!

Here’s our interview. Enjoy!

Read David’s very popular posts here on Switch and Shift.

Buy The Myths of Creativity

Follow him on Twitter

Visit his LDRLB site.

Did you miss last week’s episode with Ian Greenleigh? Be sure to check it out HERE!


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Image credit- alphaspirit / 123RF Stock Photo

Ted Coiné

Ted Coiné

Keynote speaker. Author of A World Gone Social: How Companies Must Adapt to Survive. Three-time CEO. Chairman and Founder of Switch and Shift. Ted Coiné is one of the most influential business experts on the Web, top-ranked by Forbes, Inc., SAP Business Innovation, and Huffington Post for his leadership, customer experience, and social media influence. Ted consults with owners, CEOs and boards of directors on making their companies more competitive by making them more human-focused. He and his family live in Naples, Florida.

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  • Bob Eckert

    I sooo agree with most of the thinking presented in this book and this video. I enjoyed both. I can directly validate from experience and research most of what is presented. However. No one is perfect. :-)
    I know the meme: “brainstorming is highly ineffective” is a provocative interest generator, but it is so…. inaccurate. Better might be: Most people who think they know how to brainstorm actually never have. Or: Brainstorming is overused and often poorly done. Or: So many untrained people try to use brainstorming as a technique that they have eroded its general efficacy.
    I’ve been at the work of facilitating innovation sessions for 20 years. It is no exaggeration to say that I have directly watched billions of dollars in new value creation appear as a direct result of true brainstorming. You are surrounded by artifacts of our (and others) well done brainstorming sessions.
    (And, actually, you can brainstorm alone at your laptop. Glad to teach you how) Part of your confusion here is “real myth” that brainstorming is all that is needed, when it is just a tool in the creative process. (Best described by Osborn & Parnes)
    AND: Brainstorming is not just for “ideas”. It also helps uncover key data that can be overlooked, or differing views of the problem such that a better diagnosis is made, or ways to strengthen an idea that already is in its early form. Just sayin’. There is a lot more to it. You like Sam Adams. Me too. Ask their marketing department what they think about the power of brainstorming. And how things that occurred in well-done, guided brainstorming sessions led to growing their brand and making a radical change in the entire beer market. Glad to talk more if you’re ready.

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