A very interesting article on Psyblog called ‘Why Group Norms Kill Creativity’ got me thinking today.
Here is the first sentence:
‘Creativity is a much coveted asset for a very simple reason: an idea that transcends orthodoxy has the power to bring wealth, fame and status.’
Hmmm… And there, right there, is where I stopped reading.
Because is this elusive thing called creativity really only desired by so many because it ‘has the power to boring wealth, fame and status.’ Are wealth, fame and status the only outcomes or benefits of discovering and expressing and sharing one’s creativity?
If you are reading this blog, the chances are that you have more than an inkling that creativity is important to you for other reasons too. It’s not just about being published and revered by your peers (status). In fact, for most people, it is especially not about being published. And most poets I know (myself included) would have given up making poems long, long ago if they were doing it for the wealth and fame!
Creativity is more than this. It is about connectign with your feelings, working through them, perhaps finding a form that fits them or constrains them, perhaps sharing our ideas and developing dialogues and conversations with others… so many things that creativity is and is about for so many people.
I am not saying that creativity is not also sought out by organisations and corporations and entrepreneurs in order to make money or solve problems. But saying that creativity is only about that seems to miss the very essence of what creativity is and can be.
The Psyblog article goes on to cite some very interesting research about ways in which ‘group norms kill creativity.’ (Yes, I did go on to read the entire article in the end.)
Here is how the article cites one research example of how groups can ‘kill’ the creative process:
‘When groups are asked to think creatively the reason they frequently fail is because implicit norms constrain them in the most explicit ways. This is clearly demonstrated in a recent study carried out by Adarves-Yorno et al. (2006). They asked two groups of participants to create posters and subtly gave each group a norm about either using more words on the poster or more images.
Afterwards when they judged each others’ work, participants equated creativity with following the group norm; the ‘words’ group rated posters with more words as more creative and the ‘images’ group rated posters with more images as more creative. The unwritten rules of the group, therefore, determined what its members considered creative. In effect groups had redefined creativity as conformity.
In another part of the same experiment these results were reversed when people’s individuality rather than their group membership was emphasised. Creativity became all about being different from others and being inconsistent with group norms. When freed from the almost invisible shackles of the group, then, people suddenly remembered the dictionary definition of creativity: to transcend the orthodox.’
How hypnotic! The group is given a subtle suggestion of a ‘norm’ about what creative behavior might be and - bingo! - the group members act to fulfil that norm.
However, this article itself is an interesting enactment of the ‘norms’ that kill creativity.
We live in a society that tends to value or ‘normalise’ wealth, fame and status. That is a broad generalisation, perhaps, but most of us live our lives at work and at home, subtly influenced by the expectations of the various groups of which we are members and their norms about what is successful and good: earn more money, buy a bigger house, do the ‘right’ thing, wear this, don’t do this, etc.
In this society or group in which we live at the present time, it can be challenging to make a life for yourself as a creative person because perhaps the very nature of your creativity means that you are not living your life according to these ‘norms’. You are challenging the norms, questioning them. People around you may not validate you or support you in doing that. You may end up thinking: ‘Perhaps I have it ‘wrong.’
I have certainly worked with a lot of creative people who have allowed the creativity to be crushed out of them by a group norm of one kind or another:
‘Don’t do that or Mummy will be angry.’
‘I won’t play that with you. It’s stupid.’
‘Why do you want to do that? You must be crazy!’
I’m convinced that being free to express our own innate creativity - whatever that means to us - is essential to our happiness and well-being. Some organisations and corporations understand this. Creativity is about happiness, about flow, about being who we really are. It’s about so much more than wealth, fame and status.
The funny thing is that wealth, fame or status often come to those who encourage creativity in others and are free to express their own.