When Sparks Fly: Harnessing the Power of Group Creativity [Paperback]

What Is Group Creativity?

Creative Abrasion

Generating Creative Options

Converging on the Best Options

Designing the Physical Environment

Designing the Psychological Environment

These chapters are followed by several pages of Notes and a superb Bibliography. Their concluding thoughts reiterate that "creativity is a process -- and can be encouraged and influenced....Thinking of creativity as a process removes, we hope, some of the mystery -- and the temptation to step back from the challenge....Creativity, like learning, is not only a process but an attitude. An attitude that promotes creativity is a kind of alertness to innovation opportunities -- a constant mental challenge to routine and openness to change.... Some individuals thrive on the challenge of constant change and improvement; others recoil from the implicit chaos....But it takes only a small spark to ignite a large fire. Let the sparks!"

I provide this brief excerpt for two reasons. First, it gives you at least some idea of how the authors think. Also and more importantly, their remarks imply some of the barriers to "group creativity" which must be overcome, if not eliminated: fears of being "wrong", of embarrassment, of rejection, of seeming "dumb", etc. As Leonard and Swap correctly suggest, it is as important to be alert to human sensitivities and vulnerabilities it is to "innovation opportunities." Without mutual respect, there can be no mutual trust. Without mutual trust, there can be no creative collaboration.

If you share my high regard for this book, you may wish to check out the works of other authors such as Guy Claxton, Edward de Bono, Doug Hall, Michael Michalko, Joey Reiman, and Roger von Oech.

According to the authors, group creativity requires thoughtful preparation, cultivation of different options, time to reflect and careful culling of the "right" ideas. Each step in the process will either energize the team to work harder or become part of a demoralizing and fractious process. As Leonard and Swap write, "Two (or more) heads are better than one, however, only if (1) there is useful knowledge inside the heads; (2) all that useful knowledge can be accessed; and (3) all that accesssed, useful knowledge can be shared, processed, and synthesized by the group."

While reading the first section, I "borrowed" a legal pad from my spouse to pilfer the numerous creative ideas suggested. By the time I was done, I had filled the entire pad and was writing on the cardboard back, with designs for programs to reward creativity and groundrules for initiating appropriate creative sessions. Just about everything is covered -- from why preppy Tommy Hilfiger can design for urban youth to how Weyerhaeuser created new, cost effective particleboard. While the reader may not want to use every single idea, there are many new ideas to choose from, representing the best-of-breed these authors have found from around the world's corporations in their considerable body of research.

When Sparks Fly: Igniting Creativity in Groups marks the publishing debut for a team of seasoned professors: Dorothy Leonard, of Harvard Business School, and Walter Swap, dean of the colleges at Tufts University. It is a rare business book: accessible, fresh and realistic. Perhaps it is no accident that the book was written shortly after the marriage of these two well-respected academics. Sparks do fly.

I found it a bit self-serving to have testimonials from other Harvard Business School faculty on the back cover of the book. Could these persons really offer an impartial assessment of a book written by a colleague they see almost every day?