Welcome to another insightful episode of Oh for Foods Sake. Today, we're tackling the multifaceted nature of creativity in the food industry, inspired by Arne Dietrich’s quadrant model. Lucy introduces the model featuring four types: deliberate-cognitive, deliberate-emotional, spontaneous-cognitive, and spontaneous-emotional creativity.

Amy explains that creativity is not limited to artists and musicians but can also be expressed through methodical problem-solving, like using a VLOOKUP in Excel.

We illustrate deliberate-cognitive creativity through the example of developing a health-focused food product called "Supernatural’s." This type of creativity builds on existing knowledge and carefully iterates towards innovative solutions.

Moving on to deliberate-emotional creativity, we discuss how major events like COVID-19 shifted consumer behaviour and drove the creation of nostalgic products.

We emphasise the importance of emotional engagement and empathy in developing products that resonate with consumers.

Spontaneous-cognitive creativity, known for its "Eureka" moments, is exemplified through stories like the invention of the microwave. Despite appearing serendipitous, these discoveries often rest on a solid foundation of existing knowledge that allows for sudden, innovative connections.

Finally, we cover spontaneous-emotional creativity, the type most associated with artists and chefs. We share techniques to unlock this creativity, such as engaging in art or dance classes, and highlight the importance of allowing mental space for ideas to emerge organically.

Throughout the episode, we emphasise that everyone has the potential to be creative in their unique way and we encourage listeners to tap into their inherent creativity by exploring different approaches and giving themselves the space and permission to innovate.

Timestamps:

0:00 – Introduction to the Episode

1:19 – Explanation of Arne Dietrich’s Quadrant Model

2:08 – Deliberate and Cognitive Creativity

3:30 – Example: Developing "Supernatural’s"

5:01 – The Importance of Iteration in Creativity

6:37 – Using Data and Gap Analysis in Creativity

7:23 – Deliberate and Emotional Creativity

8:01 – Consumer Behaviour Changes During COVID-19

9:00 – Spontaneous and Cognitive Creativity

10:11 – Example: The Invention of the Microwave

12:12 – Spontaneous and Emotional Creativity

13:17 – Unlocking Creativity Through Extracurricular Activities

14:10 – The Neuroscience of Creativity

15:30 – Methods to Foster Creativity in Teams

16:20 – The Value of Diverse Thinking in Problem-Solving

17:30 – Conclusion: Embracing Different Types of Creativity

Links and Resources:

Website Link: https://ohforfoodssake.co.uk/

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LinkedIn: https://www.linkedin.com/company/oh-for-food-s-sake/

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For industry consulting from Lucy, connect with her on Instagram or LinkedIn.

Find her on Instagram or LinkedIn for further support with industry coaching and facilitation from Amy.

See you next time!