In fact, there are probably even better ideas inside those better boxes than the one we originally thought of. The trick to these boxes is that they are generally invisible to us, until some challenging event or creativity makes us consider other possibilities. This week is about how to perceive those boxes and how to move outside them. There is an interesting distinction that is useful here, between process and content. Process refers to the ways that we think and work together to solve problems.
Content refers to our knowledge and assumptions about the problem.
Creativity is limited both by our beliefs about the content and also by our habits of process, often referred to as style. The many short readings this week refer to both. It deals with the frustrations of being creative and explains how you are the problem, not a popular perspective. But the fact is that when you are creative, you change. The different you sees things differently than others, like your colleagues, boss, or clients.