Why Art Works In Business Processes

A very high percentage of human energy and attention is expended in vision. Visual stimuli, such as art, photos or objects certainly help to foster creativity in a group, but for some people visual stimuli is essential. In an innovation session art completes the package in creating stimuli for all types of learners – kinesthetic, auditory and visual. Most people learn and retain more when there is a combination of all three types of stimuli. Psychologists call the activities associated with idea generation “loose associative thinking” processes (Radical Innovation, HarvardBusinessSchool). So, providing more prompts for association only makes the innovation experience richer.

Why Include Art in Business?

Because… IT WORKS!

When art is part of the innovation party, participants are engaged and delighted, experiencing significantly enhanced understanding and value in their search for solutions. Art helps us to be more creative. Those who experience the power of art in creative problem-solving, research and post-portfolio processes cannot imagine attempting them without it thereafter. Art lingers in hallways, lunchrooms and offices years after projects end, inspiring deep understanding and meaningful innovation long after its original purpose has been fulfilled.
Within a brainstorming session stimulating group visual experience helps participants sort and differentiate among hundreds of ideas to select leading concepts or business ideas. A simple sketch of a literal or funny interpretation of a beginning concept brings the concept to life. Finding the concept among hundreds of ideas is much easier when there is a visual memory to draw from as well. A picture can also help others, not part of the brainstorming session, to visualize a concept, convince management and internal work teams of the project’s value and show a pathway to success.

Art and Business Solutions

Art, imagery and imagination are significant differentiators in the work of Innovation Focus in many ways, including:

  1. Posters – hunting grounds, market trends, technologies, task themes and lead ideas that excite the work group
  2. Segment personality art and story writing to define target markets
  3. Rapid imaging – 45-second sketches to illustrate rough concepts in ideation sessions
  4. Constant imaging – posters or murals drawn during meetings in response to ideas as they emerge
  5. Visual recording – scribing and drawing as dynamic note-taking during group sessions
  6. Group participation murals during breaks and lunch hours
  7. Concept art boards and writing to define selected projects

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