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Lisa Abbatiello

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99 Problems, but Creativity Ain’t One

Our Problem Solving for Humans lab explored creativity as an effective problem solving tool. Yesterday’s Chicago Ideas Week interactive session asked participants to examine problems using our HumanKind approach of solving “people” problems, instead of thinking in terms of brands and products. Leo Burnett Creative Directors Brian Shembeda, Avery Gross, Ryan Wagman, Nuno Ferreira and Guybrush Taylor lead the lab through examples of campaigns with brand purpose, our HumanKind scale and broke into smaller groups to tackle the real problem of incessantly biting one’s nails.

The lab dissected nail biting into four categories – the problem, the people, the behavior and the solution. Each group solved nail biting through the eyes of people were encouraged to think beyond the obvious, clear-cut answers. Solutions ranged from a reward system to a viral campaign about “A Day in the Life of a Hand,” which takes nail biters on a journey of all the germs our hands encounter throughout the day and would make nail biters think twice before putting their fingers anywhere near their mouths!

The lab challenges all of us to think more creatively about problem solving.