I listened to a course on creativity at Future University last week and learned a lot. I wanted to write an article to briefly talk about my understanding of "creativity".

From the literal meaning of creativity, I think it can be divided into "creation" and "meaning". Together they are simply "meaningful creation". "Creation" is not something that comes out of nothing, but something that can be combined with daily needs to solve pain points and provide convenience. And "meaning" makes creation unique, but uniqueness does not have to be deviant. The organic combination of the characteristics of each brand can also have an eye-catching effect.

For example, the recent collaboration between "White Rabbit Milk Candy" and "Smell Library" perfume, the collaboration between "NetEase Cloud Music" and "Three Gun Garment Factory" has created a nostalgic trend, and "Hero Ink" and "Ruiao Cocktail" jointly launched a wine glass in the shape of an ink bottle. Creativity is everywhere, and you need to observe and imagine to create creativity.

Creativity is not just a moment of inspiration, but also a divergent and summative innovative thinking mode. Creativity can be traced and creative thinking can also be practiced.

In this creative course, the speaker Song Chao (founder of Beichen Youth) mentioned a "creative tree" method:

Many people have a misunderstanding about creativity. It’s all a moment of inspiration. In fact, creativity also has a methodology. Through continuous practice, you can design creative activities more systematically, focus on goals, create through clues, and judge through observation.