Creativity in Business: Why We Do not Need Creativity Courses


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Text comes from: Flügel am Kopf - Das Kreativitätstraining für Nicht-Kreative (2013) by Wolfgang Traub, published by BusinessVillage Verlag, Reprints by friendly permission of the publisher.
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Creativity is demanded vehemently in everyday working life and at every opportunity, but - as usual for believers of any color - rather reluctantly actually practiced. Creativity in Business: Why We Do not Need Creativity Courses Shaman


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Wolfgang Traub 100Wolfgang Traub is a creative communicator, academy lecturer, cartoonist and illustrator.

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Shamans of creativity

In order to be able to share in the creativity and the expected blessing of economic success through innovative superiority, the believer strives for professional support in order to overcome the supposed personal “uncreativity”.

The Adept finds this support from professional shamans of creativity, a kind of “priestly caste”, if you will, that this cult has produced.

The intensity of the rituals is important

As we know from other religions, these shamans exert a great authority and are less measured by the success of their actions than by the intensity of their rituals.

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It was thus observed that deserved decision-makers with serious faces and an unwavering firm commitment to the highest performance go into the hands of high priests of creativity.

Creativity Techniques - Faith Moves Mountains?

They willingly undergo rituals with terrifying names such as "brainstorming" and "lineups" and can be systematically robbed of their minds with "headstand" and "negative methods" - for a considerable fee, of course. As is well known, faith moves mountains ...

Rituals create team spirit, are impressive, sometimes effective, and above all reassuring - from toddlers to the supervisory board. But does this way lead to more creativity? Or even creativity?

Efficient creativity according to plan

Efficient creativity according to plan within a given time window - with results, of course - is as ridiculous as an operational analysis during a carnival evening.

You can not learn creativity like yoga, golf or business English - creativity is innate and is used by everyone daily. It is an integral part of our thinking and serves to come up with new solutions - solutions that we can neither draw from our habit nor from our wealth of experience.

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Everyone is creative!

This takes place daily, on a large and a small scale. Whether it's making plans, lending a nickname, or inventing a credible excuse. Even when maneuvering in a crowd, where you avoid collisions step by step without any right of way.

Creativity is part of the standard equipment of the human genus - anyone can develop it and implant it into their professional lives. Like everything else, you can train and optimize your creativity. You can learn to pay attention to your perceptions.

The creativity of selling things to people they do not need, such as creativity

You can practice associating, that is, on the premise of "what if ..." to reconnect information. And you can train your inner images and develop your pictorial thinking. Maybe not without help, but certainly without hocus-pocus.

Once you have perfected your creativity, the world is open to you. It is well known that people are selling things that they do not need. But it is a remarkable genius empire, and it is the greatest creativity to sell people things that they themselves have in abundance. For example creativity.

The Mystery Chefetage

After courageous expedition teams have pushed themselves into the last corners of Africa, one might think that the cultures and religions of this planet are now being explored nationwide. Far from it - our executive floors still offer all kinds of undiscovered. Practically on our own doorstep, in the heart of our big cities, amazing new cults have evolved.

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A particularly fertile breeding ground for all kinds of cults was found in the isolated, sparsely populated and generally inaccessible urban heights, popularly called Chefetagen.

The new Trinity - Logic, Return and Shareholder Value

There, researchers have recently encountered some rituals in connection with a cult that has been practiced in secret, apparently coexisting with the prevalent and widespread belief in the trinity of logic, yield, and shareholder value.

It is striking that the prescribed are only practiced behind closed doors, but the residents of the executive floors, if they are successful, have made a public commitment to it. We are talking about a so-called “creativity”.

The mantra of the ingenious ideas

The followers of this cult believe in the creation of a - not specified - "new" and live in the conviction that this creativity rains ingenious ideas and innovative products like manna from the sky.

As is customary in beliefs, the disciples of this cult love to boast about their creative actions without further defining the subject of their worship. Instead of definitions, there are only a number of myths that reflect the cornerstones of their beliefs and are considered fundamental dogmas.

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Enlightened by the Holy Spirit of Creativity?

One of these myths - presumably a particularly fundamental myth - says that the Holy Spirit of Creativity can be found in the believer's right brain and can be activated and invoked there.

To his incantation, certain rituals, which are intended to effect a transient, complete elimination of the understanding under the symbolic sacrifice of rationality.

The sacred inspiration

Once the heretical mind has been shut down, the adepts suddenly direct bloodstreams instead of financial flows, right into the defenseless right half of their cerebrum.

In this state, patient inspiration is expected, which is the highest goal of the cult. This inspiration is regarded as the source and the most important infusion of ideas.

The god of rationalization

A ceremonial baptism, on the other hand, is completely unknown. For reasons of rationalization - a deity that plays an important role in all the known beliefs of the executive floors - one is, instead of being baptized, inspired directly and directly.

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In this way, the highly revered creativity is ritually evoked. On this subject, our researchers also found a widespread and meaningful myth, which has a natural or specific “uncreativity” of each individual believer.


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  1. Katharina Daniels

    Dear Mr. Traub, first of all, what an invigorating and original contribution, with his intellectual volts, between what man brings with him, what he would like to be, and whether and how he can accomplish this. They are perfectly right, that dictated creativity, aggravating on the basis of efficiency considerations, is a contradiction in itself. Creativity comes from freedom, freedom from thought and associations.

    Nonetheless, I would like to contradict you on one point, or let's say not contradict you, but instead of presenting an “either-or” a “both-and” way of thinking. You write: "... undergo terrifying methods such as headstand technique ... .." and question whether these instruments generate creativity, but further down in your contribution you say: "..you can continue to train your pictorial thinking".

    This is exactly what m. E. the function of such methods as headstand, Walt Disney, the hats after de Bono etc ... .to serve as a tool to train creativity, of course, they can not evoke creativity. The gifts we bring as human beings can, however, be very well trained, we can also be said to be cultivated;

    a human being has, for example, a writing desk, stylistic nuances such as the writing of essays and commentaries, features and reports with their respective individual structural features are learning processes. The instruments already mentioned above are no longer, and no less, the creativity process,
    very cordially Katharina Daniels

    • Wolfgang Traub

      Dear Ms. Daniels, a gloss doesn't want to be fair and your contradiction is justified. I often experience a confusion between path and goal when it comes to “creativity”. Effective and well-accepted methods such as headstand technology inevitably lead to short-term success, but they distract from the actual goal. The - if I may put your words in a different context - “both” and “a” way of thinking that gives creative thinking a firm and appropriate space alongside daily rationality.

      Man is naturally creative for me. And to use this creativity to make use of it requires a number of learning processes, and you are completely right. With these learning processes, that is to say a deliberate handling of perceptions, with symbols and with complex systems, people often have difficulties - especially when they define themselves as rationalists. They shrink from the step of even turning their thinking upside down for a short time.

      The terrifying headstand is better avoided. And with that, unfortunately, every involvement in real creativity, the everyday, healthy addition to the analytical mind. Creativity methods are certainly more than just a first aid in a coma of ideas, but also useful pioneers, but please should not be confused with "creativity" as such. This requires a little more "cultivation", a term for which I would like to thank you for its pictorial clarity in connection with human gifts.
      Sincerely, Wolfgang Traub

      Thank you very much for

  2. Katharina Daniels

    The provocation is cleverly prepared; Nevertheless: Creativity can not be generated by techniques but trained

  3. Competencepartner

    Creativity in Business - Part 2: Why We Do not Need Creativity Courses: Creativity ... # Profession # Education

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