Can creativity be taught?

A recent article by Louis Menand in The New Yorker asks the question, “Should creative writing be taught?” The article poses interesting questions about how and if creative writing programs work — a debate I’ll leave to the academics. That said, a twist on this question is valid for advertising agencies that specialize in creative thinking whether it is applied to copywriting, art direction, public relations or web development.

Can creativity be taught? And how can agencies foster creative thinking?

Many of us are the products of post-secondary academia; where we learned to meet deadlines, read the entire question, show up on time, think critically and answer difficult, unexpected questions through the fog of a pounding hangover. Important lessons for the working world.

According to Menand, the world-renowned University of Iowa Writer’s Workshop takes the position that they had “nothing to do” with teaching writing to the 16 Pulitzer Prize-winning authors who graduated from the program. According to the program’s Web site, “We continue to look for the most promising talent in the country, in our conviction that writing cannot be taught but that writing can be encouraged.”

I think they have it right: You can be taught to do your research, to ask smart questions, to get your facts straight. It’s important to encounter diverse people and ideas along the way, too. But that breakthrough idea is a combination of all those things and something more. A new perspective. An inspiration.

You cannot be taught to be inspired. Creativity, in all its forms, springs from inspiration.

While we cannot teach inspiration, we can encourage it. We can seek and mentor the best talent, challenging their skills and guiding their great ideas. (Even the best novelists have editors.) We can create a space where fearless thinking is expected and supported. We can provide the time needed to develop those ideas, even in the face of shrinking budgets and increasing demands.

So while they don’t teach it, we can learn something important about creativity from the Iowa Writer’s Workshop. And I suppose we can ask all those Pulitzer Prize winners how it worked out for them.

Comments

[john blue]

Great points on creativity. Also, consider the Fast Company article "The 6 Myths Of Creativity" article link: http://bit.ly/Q9b0x

The 6 Myths Of Creativity
* Creativity Comes From Creative Types
* Money Is a Creativity Motivator
* Time Pressure Fuels Creativity
* Fear Forces Breakthroughs
* Competition Beats Collaboration
* A Streamlined Organization Is a Creative Organization

Enjoy,
John Blue

[Kate Martin]

Thanks for the link — an interesting article with some excellent points. I am intrigued by the thought of happiness spurring creativity; that’s an idea I haven’t seen explored before.

I found another article on Amabile's work on the Harvard Business School Web site and thought you might be interested in the continuation of her research.

Thanks again for reading and posting!

Kate