What Does an Imaginary Brick Have to do with Creativity?

Try this exercise with a group of people: take out a piece of paper, take three minutes to list uses for a brick. Be creative. List as many as you can.

After the three minutes are up, share your results.

What’s this about? It turns out that most experts agree that creativity is about quantity of ideas, not quality of ideas. Long lists of odd uses for a brick (the more odd, the more bizarre, the better) are better than short lists with very good uses. Quantity, not quality.

What does this mean for running a company? Think about it.

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