January 7, 2020
One the first day of class, a pottery teacher split her class into two halves.
To the first half she said, “You will spend the semester studying pottery, planning, designing, and creating your perfect pot. At the end of the semester, we’ll have a competition to see whose pot is the best.”
To the other half she said, “You will spend your semester making lots of pots. Your grade will be based on the number of completed pots you finish. At the end of the semester, you’ll also have the opportunity to enter your best pot into a competition.”
The first half of the class threw themselves into researching, planning, and design. Then they set about creating their one perfect pot for the competition.
The second half of the class immediately grabbed fistfuls of clay and started churning out pots. They made big ones, small ones, simple ones, and intricately detailed ones. Their muscles ached for weeks because of the strength they built by having to throw so many pots.
At the end of class, both groups entered their best work into the competition. Once the votes were tallied, all of the best pots came from the team that was tasked with producing as many pots as they could. What they learned from making so many different samples helped them become significantly better potters than the other students who set out to make the single most perfect pot.
Quantity or quality?
While doing some background reading for my 30-Day Creativity Challenge, I came across an interesting report from WeTransfer.
They conducted research into creativity and how people develop ideas. They asked 20,000 creatives from almost every country on the planet seven questions on how they develop their ideas.
How did their research compare to what the students learned in the pottery class?
Seems the teacher knew exactly what she was doing.
People tend to think of themselves as either ‘idea people’ or not. But really, it’s a numbers game.
WeTransfer found that…
– 72% of people end up using less than half of their ideas
– In France, 1 in 4 people use less than 10% of them
– In the U.S., Mexico and South Africa about 10% of people use less than 10% of those sparks of inspiration
While the numbers might be startling, it underscores an important aspect of the creative process: If you want to have better ideas, you have to start with more ideas.
Download all three reports:
2020 Ideas Report (find out how the pandemic has affected creativity)
2019 Ideas Report (read why you need to trust your gut)
2018 Ideas Report (learn where to get true inspiration)
About Carla Johnson
Carla is a world-renowned storyteller, an entertaining speaker, and a prolific author. Having lived, worked, and studied on five continents, she's partnered with top brands and conferences to train thousands of people how to rethink the work that they do andth impact they can have. her visionary expertise has inspired and equipped leaders at all levels to embrace change, welcome new ideas, and transform their business.
Her work with Fortune 500 brands served as the foundation for many of her books. Her tenth, RE:Think Innovation (due out early 2021) busts the myth that innovation is something that requires a specific degree or special training. in fact, Carla explains why, to be a successful company in today's hyper-competitive, customer-driven world, innovation must be everyone's business. Her goal is to teach one million people how to become innovators by 2025.
Consistently named one of the top influencers in B2B, digital and content marketing, Carla regularly challenges conventional thinking. Today, she travels the world teaching anyone (and everyone) how to cultivate idea-driven teams that breed unstoppable creativity and game-changing innovation.