That creativity requires novelty is common knowledge, but neuroscientists are beginning to understand why:

Perception and imagination are linked because the brain uses the same neural circuits for both functions. Imagination is like running perception in reverse. The reason it’s so difficult to imagine truly novel ideas has to do with how the brain interprets signals from your eyes. The images that strike your retina do not, by themselves, tell you with certainty what you are seeing. Visual perception is largely a result of statistical expectations, the brain’s way of explaining ambiguous visual signals in the most likely way. And the likelihood of these explanations is a direct result of past experience.

Entire books have been written about learning, but the important elements for creative thinkers can be boiled down to this: Experience modifies the connections between neurons so that they become more efficient at processing information. Neuroscientists have observed that while an entire network of neurons might process a stimulus initially, by about the sixth presentation, the heavy lifting is performed by only a subset of neurons. Because fewer neurons are being used, the network becomes more efficient in carrying out its function.

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Fortunately, the networks that govern both perception and imagination can be reprogrammed. By deploying your attention differently, the frontal cortex, which contains rules for decision making, can reconfigure neural networks so that you can see things that you didn’t see before. You need a novel stimulus — either a new piece of information or an unfamiliar environment — to jolt attentional systems awake. The more radical the change, the greater the likelihood of fresh insights.

The Fast Company article has more–and explains why corporate retreat/brainstorming sessions don’t work.

This entry was posted on Friday, December 12th, 2008 at 2:31 pm and is filed under Marketing, Miscellaneous.