Book Reviews

A Kick In The Seat Of The Pants
A Whack On The Side Of The Head

By Roger von Oech

Reviewed by Steve Buchwald, CIRM

I was first exposed to Roger von Oech's "four roles of the creative process" at the 1994 international convention. It was there that he very creatively used the audience to demonstrate the creative roles of "explorer, artist, judge, and warrior." These roles are roles we all have and use at different times and to different degrees during our own creative process. When we are searching for new information we are explorers. When we are turning resources into new ideas we are artists. When we are evaluating the merits of an idea we are judges. Finally, when we are carrying an idea into action we are warriors.

However, there's no one correct way to be creative and the consequences of having a weak role in your team can be detrimental to your creative process. As Roger von Oech says, "If your artist's imagination is locked up, you'll end up with run-of-the-mill work that lacks a punch. If your judge's critical faculties are faulty, then you may be saying yes to garbage and no to potentially good ideas. And if you've got a wimp for a warrior, then you won't be getting many ideas into action."

If you want to be really creative you need to work at developing your individual creative roles. For instance, when it's time to seek out new information, get off the beaten path. Pay attention to small things, look in other fields, look for lots of ideas, and look beyond the first correct answer. When you need to create a new idea, break the rules. Change contexts, ask what-if questions, look at it backwards, and parody your idea. When it's time to pick an idea worth implementing ask what's wrong. Bring in the fool, ask if the timing is right, change your assumptions, and get out from under your cultural bias. And when you carry your idea into action put a fire in your belly. Put together a well thought out plan, get rid of excuses, understand what gets you excited, and get going.

If you would like to really understand the concepts and ideas I have referred to above get a copy of these books and read them for yourself. These books are filled with interesting stories, famous quotes, and creativity arousing exercises for each of your four roles. And even though there is a lot of similarity in the two books, in fact some passages are identical in both books, I have often heard that you need to hear something new three times before you have really learned it, and reading both books is an enjoyable way to accomplish that. In this case two books, like heads, are better than one. Furthermore, if you are really interested in the "three's a charm" route there is even a set of creative flash cards called "The Creative Whack Pack." In fact all three can be purchased from APICS as a set for a special price under order # 03600.

Good reading!