History & Context of the Creative Industries: Human-centered Design & Ways of Thinking


This session, though difficult to follow at times, was interesting on so many levels. A lot of notions were thrown our way, notions which I’ll be talking about and explaining further down. The afternoon was less mentally draining and required less concentration and attention which was a relief and a nice balance to the information-packed morning that we just had.

Every week a group of three persons, more or less, is expected to talk about a subject and then propose either an activity, a film, etc … related to it. This group talked about creative confidence, ways of thinking, design and human-centered thinking, things that we had previously approached in the morning. They then handed out papers with blank circles on them and gave us 15 minutes to fill them in with our table. Anything with a circular shape could do, from a bomb to something as random as a door handle. It was a fun 15 minutes during which we poured our ideas out without restraint and censorship in order to be the fastest team to fill in the paper.

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Creativity requires work and effort. There is no such thing as lightbulb moments. It’s work, failure, picking yourself up and learning from it. That’s how you start but never how you finish.

Our impression of what the world is is twisted, distorted. If we want to be creative we have to forget about it all, not bring our biased views into it.

We must go in there as if we are newborns: know nothing, ask, search, learn.


IDEO & Creative Confidence

→ Cancer & recovery

→ Lead to rethink of purpose

→ Full potential

→ Creativity as denied

Every time someone receives bad news, it makes them rethink their view of the world, it puts things into perspective.


So what is creativity?


Having value



Flexibility – do not close doors.

Aha or WTF moments


In creative problem-solving, a mistake is an experiment to learn from, valuable information about what to try next. People often pack in their efforts because they are afraid of making mistakes, which can be embarrassing, even humiliating. But if you take no chances and make no mistakes, you fail to learn, let alone do anything unusual or innovative.


Amabile’s research has identified the main creativity killers:

  1. Surveillance
  2. Evaluation
  3. Competition
  4. Overcontrol
  5. Pressure

There are four fears:

Messy and Unknown

Being Judged

First Step

Losing Control


Early failure can be crucial to success in innovation.

Because the faster you find weaknesses during an innovation cycle,

the faster you can improve what needs fixing.

4 Concepts

  • Creative Confidence
  • Human-Centered Design
  • Design thinking
  • Ways of thinking

Creative confidence is the ability to come up with new ideas and the courage to try them out.

It’s like a muscle – it can be strengthened and nurtured through effort and experience.

The more you produce creative work, the more confident about it you become.

Creativity is a mindset.

Human-centered design is a creative approach to problem-solving. It’s a process that revolves around the understanding of what the people you’re designing for need. Human-centered design consists of three phases: Inspiration, Ideation and Implementation.
In the Inspiration phase, you learn from the people you’re designing for as you immerse yourself in their lives and come to understand their needs. In the Ideation phase, you make sense of what you learned, identify opportunities for design, and prototype possible solutions. In the Implementation phase, you act on these ideas and bring your solution to life.

Human-centered design is used to fix a problem → example of MRI for children, or Nepal’s infant mortality rate.


Design thinking is an innovative problem-solving process rooted in a set of skills.

  1. Fully understand the problem
  2. Explore a wide range of possible solutions
  3. Prototyping and testing
  4. Implementing

“Design thinking is a human-centered approach to innovation

that draws from the designer’s toolkit to integrate the need of people,

the possibilities, of technology, and the requirements for business success.”

– Tim Brown, CEO of IDEO

Design thinking can transform the way organizations develop products, services, processes, and strategy. This approach brings together what is desirable from a human point of view with what is technologically feasible and economically viable.

Design thinking is not a linear path, it’s a big mass of looping back to different places in the process.


Ways of thinking:

  • Deductive
  • Inductive
  • Abductive.

Deductive reasoning means using a given set of facts or data to deduce other facts by reasoning logically. It provides no new information, it only rearranges information that is already known into new statements or truths. For instance,

Major premise: All humans are mortal

Minor premise: Socrates is human

Conclusion: Socrates is mortal

Inductive reasoning is looking for a pattern or a trend and then generalizing it. When you generalize and extrapolate the information, you don’t know for sure if this trend will continue, but you assume it will. A famous hypothesis is:

“All swans are white.”

This conclusion was taken from a large number of observations in which a black swan wasn’t spotted and consequently logically assumed that black swans don’t exist. But should a black swan be spotted, the conclusion would be incorrect. It is a risky form of logical reasoning.

Abductive reasoning is somewhat similar to inductive reasoning. It was first introduced by the term “guessing” since conclusions are drawn based on probabilities. In abductive reasoning it is presumed that the most plausible conclusion is also the correct one. Example:

Major premise: The jar is filled with yellow marbles

Minor premise: Bob has a yellow marble in his hand

Conclusion: The yellow marble in Bob’s hand was taken out of the jar

The possibility that Bob took the yellow marble from the jar is reasonable, however, it is purely based on speculation, therefore it can lead to a false conclusion.










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