Creative Thinking

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One might assume there is little to be gained from a book about business written in the 1950s.  But Charles S. Whiting’s Creative Thinking has nuggets that have been as fresh and relevant in recent years as they were when this book was originally published in 1958.

This volume was part of an expansive series from Reinhold Publishing related to a broad spectrum of business topics in the 1950s and 1960s.

The book presents techniques—based on academic studies of the day—for guiding groups through challenges such as product development, problem solving, and other common business initiatives and conundrums. 

While many of these methods were better suited for their time, at least one concept—described as brainstorming—has endured. At first glance, modern readers may view the potential effectiveness of brainstorming with skepticism.  But the method, with minor modifications, has been used in some business environments with surprisingly positive results.

One disturbing shadow over this book, though, is expressed through a quote in the final chapter.  Whiting states:

“Creative thinking is a unique ability of mankind.”

That assertion invites scrutiny in today’s era that is increasingly shaped by artificial intelligence.  AI now plays a role in everything from education and product design to marketing and entertainment.  It raises an uncomfortable question:  is the study of human creative thinking becoming obsolete?

It’s possible that most issues discussed in this book might be solved by asking your favorite AI system.  As such, it may be that a book like Creative Thinking is fast becoming a relic in the worlds of business and education. 

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Quotes

“Creative thinking is a unique ability of mankind.”

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