When I think about
creativity, I tend to imagine new inventions or ideas coupled with
out-of-the-box approaches. In Exceptional Creativity in Science and
Technology, two of the book’s contributors attempt to narrow and
distinguish different types of creativity.
Chapter 7 by Susan
Hackwood, a former engineer of the famed creative Bell Labs, has a chapter on
“Technically Creative Environments”. To probe this idea, she first defines what
is meant by technical creativity. Her operational definition:
“Creativity is the ability to bring about the new and valuable [where] the
distinguishing characteristic… is that the ‘valuable’ part brought about by
technical creativity is not the true, good or beautiful, but rather the
‘useful’… Moral neutrality is a second characteristic specific to technical
creativity… The key driver… is to achieve power over nature, and [the reasons]
can be either Promethean or compassionate.”
Hackwood argues that
technical creativity also requires “basically high IQ with a high quantitative
and spatial component” as a necessary, but not a sufficient condition. She
doesn’t cover how one acquires those skills or whether they are innate, instead
she focuses on how a group of such individuals can “work together to achieve
higher creativity”. What makes creative achievement possible? Hackwood argues
for four elements: two abilities and two traits.
(1)
Ability
#1: Master the knowledge and skills to accomplish the (creative) task.
(2)
Ability
#2: Sustain an intense focused effort toward a specific goal.
(3)
Trait
#1: Be prolific in generating ideas beyond the scope of one ‘type’.
(4)
Trait
#2: Be guided by an internal (autonomous) vision, and not by external values.
While “blocking
any one of these four elements stunts creativity”, Hackwood focuses on the two
traits as key to creative thought. (The two abilities are necessary, but not
sufficient.) In a statement that will undoubtedly raise the hackles of
non-scientists, she argues that “broadly speaking, the presence of the
humanities and social sciences departments in the university is not necessarily
an asset to technical creativity… [Her] view is that they currently, rather
than broadening the mind, often produce individuals inhibited by political
correctness, who are discouraged from relying on their autonomous vision by
relativism… Paradoxically, the very disciplines meant to provide breath can
actually foster limits and inhibitions.” This allows Hackwood to focus on the
technical-research parts.
With the history
of Bell Labs in mind (I recommend Jon Gertner’s fantastic The Idea Factory), both in its intellectual heyday, and its eventual decay, Hackwood takes
aim at what she calls “technological leadership”. I take this to mean anyone
who is in a position of authority and holds the purse-strings over people and
programs in science-engineering research and technological advancement.
Hackwood defines a type: IBNC, Intelligent But Not Creative. Such individuals
have Abilities #1 and #2, and possibly bits of Trait #1 (being prolific, but
not necessarily wide in scope). The result is that “IBNCs are fundamentally
incapable of moving against the accepted vision/opinion of the group in
relation to which they define themselves.” (I’m cutting out details in her
argument here.)
Here’s the crux,
and Hackwood does not mince her words. “The successful creative research
environment is characterized by its power to prevent IBNCs from becoming
leaders or from dominating the group by intimidation and other social means.
This is not easy for the simple reason that the filters (notably schools) that
select for abilities [#1 and #2] tend to select many IBNCs, who therefore are
inevitably found within any potential creative research environment. The task
is to isolate, restrict, and if possible remove IBNCs from the [leadership]
group… Once power passes to the IBNCs, the process is irreversible, and the
creative group ceases to be such. The decay into mediocrity may be delayed but
it is almost inevitable.” I suspect Hackwood was personally there to observe
the decay of Bell Labs.
But it gets worse,
and she continues: “In practice, leadership by creative people is very
difficult to achieve because technically creative people generally are not
attracted to management, which is a social task… [thus leadership] is forever threatened
with takeover by IBNCs, especially in a time of scarce resources… They end up
controlling much of the research activity by inevitably fostering group
projects (always in culturally sanctioned areas) and megaprojects (always in
interdisciplinary and sanctioned areas). Such control kills the autonomy of the
creative person’s vision and inhibits ideational fluency [Trait #1].” And even
if you have technically creative leaders, it’s still very challenging to
‘organize’ a creative group of autonomous individuals.
Hackwood has five
principles to sustain a technically creative environment. (She makes an
argument for each in her chapter. This is just the summary list.)
·
Hire
the best and let them free.
·
Do not
let IBNCs become managers, leaders, or even dominant in the group.
·
Provide
the best research tools.
·
Do not
make access to basic research resources depend on constant, fierce competition
where noncreative agents pick winners.
·
Move
the group to a location where the quality of personal life is high.
Whether or not you
agree with Hackwood, I can see how each one of these can be problematic once
resources get scarce. It’s challenging to have an ‘ideal’ environment.
Patronage or independent wealth seem like the way to go. It’s difficult for
government or industry to provide the goods.
In contrast to
Hackwood, the next chapter on “Entrepreneurial Creativity” by Timothy
Bresnahan, an economics professor at Stanford, shifts the focus away from
technical creativity. The social sciences become much more important in this
domain. He writes that “no matter how brilliant and creative [a technical
invention]… entrepreneurial creativity is also needed [because it] creatively
locates and exploits overlaps between what is technically feasible and what
will create value for society. This is the key step in the founding of new
technology-based industries.” Bresnahan uses of the story of the Integrated
Circuit to bring home this point and highlight various aspects of
entrepreneurial creativity.
Setting the stage
is in order. Finding those overlaps (“between technical opportunity and value
creation”) turns out to be very difficult because “knowledge is dispersed
widely in the economy… [For example] understanding computer technology deeply
does not endow computer specialists with deep knowledge of markets,
entertainment, or the delicate arts of social communication. That knowledge is,
typically, held by others. More generally, when markets and industries do not
yet exist, there is no good reason for the same person to have knowledge of
both technical feasibility and value creation.”
Bresnahan
continues: “Entrepreneurial implementation lies in building the firms, markets,
or industries that exploit a technological opportunity to create value. In many
ways, this market focus distinguishes entrepreneurial creativity. The new
product or process innovation that serves an important need may appear quite
mundane, but if it was not foreseen, it is creative. Indeed, a good working
definition of practical creativity ought to emphasize the transition from a
state in which something was unforeseen to a state in which it is compelling.
Many innovations seem obvious with hindsight because they are compelling to
their users.”
Three definitions
that Bresnahan uses are helpful here.
·
Invention:
The conception of new scientific or engineering ideas.
·
Innovation:
The development of new marketable products or new usable processes.
·
Diffusion:
The adoption of new products or processes widely in the market.
While Invention
very much mirrors technical creativity, Innovation and Diffusion that are the
hallmarks of entrepreneurial creativity. Interestingly, from Innovation’s point
of view, Invention is counted as a cost rather than a benefit; a necessary one
perhaps, but a cost nevertheless.
Diffusion is what
I found hardest to grasp. It is clearly important for a new industry to be
successful and prove its value, but how it can transform millions of lives is
exceedingly difficult to foresee. Bresnahan traces the history of the
integrated circuit to the development and widespread use of the personal
computer, weaving in stories of high-tech firms rising and falling in Silicon
Valley.
Four points that I
gleaned from this story: First, there was a certain ‘generalness’ in the design
and diffusion of the integrated circuit, that led to the blooming of a wide
range of other high-tech industries. Second, the many brilliant scientists
learned how to be creative leaders on-the-fly by experience. Ironically, many
of those lessons came from learning how not to lead from William
Shockley’s example. Third, no one knows everything, and so having a knowledge
network is crucial. This allows different firms to work within their
constraints and resource limitations, in a sort of competitive-collaborative
partnership with their peers. Fourth, recombination shows up a lot. Take
inventions and ideas that already exist, but combine them in novel ways while
keeping an eye on what will overlap with market value.
Comparing Hackwood
and Bresnahan’s back-to-back chapters, it seems that both technical and
entrepreneurial creativity are important although they are increasingly rarely
found in the same individual. The heyday of the creative polymaths has passed.
It’s simply too time-consuming to be an expert in multiple areas, therefore
collaboration is crucial. Not just between individuals, but between
corporations, between institutions, between governments. Hackwood’s five
principles for fostering creativity are ideal, but increasingly difficult to
endow. Neither author delves into what makes someone creative, but I
increasingly suspect that being in the right place at the right time with the
right complementary knowledge is key. Chance favors the prepared mind, perhaps.
Predicting the future has never been easy.
For my review of Chapter 1 of this book, click here.