A number of things jump out about the Dyson story [...] The first is that the creative process started with a problem, what you might even call a failure, in the existing technology. The vacuum cleaner kept blocking. It let out a screaming noise. Dyson had to keep bending down to pick up bits of trash by hand.
Had everything been going smoothly Dyson would have had no motivation to change things. Moreover, he would have had no intellectual challenge to sink his teeth into. It was the very nature of the engineering problem that sparked a possible solution (a bagless vacuum cleaner).
And this turns out to be an almost perfect metaphor for the creative process, whether it involves vacuum cleaners, a quest for a new brand name, or a new scientific theory. Creativity is, in many respects, a response.
Relativity was a response to the failure of Newtonian mechanics to make accurate predictions when objects were moving at fast speeds.
Masking tape was a response to the failure of existing adhesive tape, which would rip the paint off when it was removed from cars and walls.
The collapsible stroller was a response to the impracticality of unwieldy baby carriages (Owen Maclaren, the designer, came up with the idea after watching his daughter struggling with a baby carriage while out with his granddaughter).
The wind-up radio was a response to the lack of batteries in Africa, something that was hampering the spread of educational information (Trevor Baylis came up with the idea after watching a television program on AIDS).
The ATM was a response to the problem of getting hold of cash outside of business hours. It was invented by John Shepherd-Barron while lying in the bath one night, worrying because he had forgotten to go to the bank.
Dropbox, as we have seen, was a response to the problem of forgetting your flash drive and thus not having access to important files.
This aspect of the creative process, the fact that it emerges in response to a particular difficulty, has spawned its own terminology. It is called the “problem phase” of innovation. “The damn thing had been bugging me for years,” Dyson says of the conventional vacuum cleaner. “I couldn’t bear the inefficiency of the technology. It wasn’t so much a ‘problem phase’ as a ‘hatred phase.’
We often leave this aspect of the creative process out of the picture. We focus on the moment of epiphany, the detonation of insight that happened when Newton was hit by the apple or Archimedes was taking a bath. That is perhaps why creativity seems so ethereal. The idea is that such insights could happen anytime, anywhere. It is just a matter of sitting back and letting them flow.
But this leaves out an indispensable feature of creativity. Without a problem, without a failure, without a flaw, without a frustration, innovation has nothing to latch on to. It loses its pivot. As Dyson puts it: “Creativity should be thought of as a dialogue. You have to have a problem before you can have the game-changing riposte.
This is an extract from Matthew Syed's Black Box Thinking published by John Murray
