EDWARD DE BONO'S MESSAGE
22nd December 1996

The democracy 'problem' is running till the end of December 1996 so if you wish to apply your creative thinking to that matter you can still access this current.

Some of my weekly messages will be concerned with focuses needing creative attention, some with the operation of the Edward de Bono Creative Team (TM), and some with creativity in general. I may well repeat myself from time to time.

VALUE SENSITIVITY:

A photographic film labelled 100 ISO is not particularly sensitive to light. But a film labelled 400 ISO is highly sensitive. This is my use of the term 'value sensitivity'.

The brain has a powerful natural mechnaism for detecting when something is not 'what it should be' or 'what it is expected to be'. This natural tendency is also reflected in the basic software of Western thinking - as described by the infamous Greek Gang of Three (Socrates, Plato and Aristotle). The thrust of the thinking is to assess whether something fits or does not fit into some box or category derived from experience.

There is no equivalent mechanism for sensing 'value'.

I have sat in on many creative sessions where very good ideas were generated but even those generating the ideas were unable to see the value in their own ideas!!

It is not much use making a creative effort if you are then unable to appreciate your own effort.

So it is important to develop a habit of mind which sets out to find value in anything. With time you will become more and more able to detect real and potential values. The purpose of the 'Yellow Hat' in the powerful Six Hats method (now in use with many major corporations world wide) is specifically to focus attention on discovering value.

When we set out to discover value there can be some big suprises. Very often there is a sudden 'insight switch'. A value which was never even glimpsed suddenly becomes obvious.

As a simple excercise in value sensitivity apply your creative thinking to the following subjects:

1. How could the Creative Team be of most value to society?

2. In what way would membership of the Creative Team be of value to you?

This is an exercise you should do entirely for your own benefit. If, however, you feel that you have some powerful ideas then you can submit these. There is no time limit.

Why do some cultures write from left to right and other from right to left? How did this arise and what are the values involved? This is for your own consideration and not for submission. The answer is rather interesting.

Edward de Bono