Cracking the Creativity Code

How to Discover AND Deliver Ideas

Part One. Discovering Ideas
Arie Ruttenberg & Shlomo Maital

Prof. Shlomo Maital Cracking the Creativity Code 1

Creativity is an acquired skill, one that improves
with practice. The more you practice discovering
ideasand implementing them, the better you
become at it.
Creativity changes the world and enriches
people’s lives. To do so takes two different skills.
The first is “discovery” -- discovering new
ideas, new products, new services, new and better
ways to do everything.
The second is “delivery” – implementing new
ideas, using the proven tools and methods of
business and management.

Prof. Shlomo Maital Cracking the Creativity Code 2

Why We Are Passionate About
Strengthening Your Creativity

In a world where everyone wants to live better now

and tomorrow, than they did yesterday…

the effort to do so is damaging our environment

and changing our climate…

…the only solution? Do more with less.

Enhanced creativity, everywhere, everyone,

everything, all the time, is our only
solution
 Overview of the 2 Courses
PART ONE: Students will learn a proven structured
method for generating and implementing world-changing
ideas known as ‘Zoom in, Zoom out, Zoom in’ that makes
creativity more accessible to everyone. They will practice
the method with fellow students and use it to tackle
challenging real-world needs.
PART TWO: Students will learn how to test their ideas;
how to gain self-awareness about their strengths and
passions; how to scale up an idea from zero to a global
business; how to create a learning organization; how to
shape a unique value proposition; how to identify, and build
on, true demand-driven market-driven needs; how to start a
business with very little money; how to engage in social
entrepreneurship; how to be an intrapreneur (entrepreneur,
within a large organization); and how to write a business
plan.
Prof. Shlomo Maital Page 4 Creative Ideas
 This course, Part One, on “discovery”, will provide
you with proven tools and frameworks that will help
you discover an endless stream of creative ideas. In
four weeks, you will become measurably better at the
creative process. The aim is to empower individuals
who believe they have lost their innate creativity --
because their employers or teachers prefer
replication and rote to innovation -- and to re-ignite
their creative powers.

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 Students will learn a proven structured method for
generating and implementing world-changing ideas
known as ‘Zoom in, Zoom out, Zoom in’ that
makes creativity more accessible to everyone. They
will practice the method with fellow students and
use it to tackle challenging real-world needs.

You will be given a choice of one of seven difficult

challenges, each comprising an unmet need, and
asked to find creative ways to satisfy that need.
Your idea will be presented in the final project as a
two-minute video, shared with other students and
evaluated by your peers.

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 The second four-week course, Cracking the
Creativity Code, Part Two: Delivery, will guide you
through a series of tools and methods that help take
an idea and make it happen, in a way that can
sustain the business or organization that delivers it to
humanity.
Should you choose to enroll in it, you may use this
course to build a solid business or organization
around the idea or ideas you developed in Part One:
Discovery. You can take either Part One or Part Two,
or both, depending on your interests and needs.

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 How Creative Are You ?

discovery delivery

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 How to Discover AND Deliver
Ideas
Discovery - generating novel and
useful ideas that satisfy unmet
needs

Delivery - implementing creative

ideas in a sustained manner for the
benefit of the largest number of
people possible
Prof. Shlomo Maital Page 9 Creative Ideas
 COURSE OBJECTIVES
1. Understand the ‘Zoom in/Zoom out/Zoom in’
(ZiZoZi) method
2. Learn ten exercises that strengthen creativity and
practice some of them
3. Study cases of people and ideas that used creativity
to change the world
4. Learn about the key findings of 50 years of research
on creativity
5. Practice applying ZiZoZi to meet a variety of
pressing social needs
6. Learn to apply the energy of creativity to every
facet of your life and work
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 Reading
● Arie Ruttenberg & Shlomo Maital. Cracking the
Creativity Code: Zoom Out/Zoom In/Zoom Out
Framework for More Creativity, Fun and Success.
SAGE (India), 2014. 152 pages. Available as an e-
book. Below; Referred to as CCC. Optional.
● Shlomo Maital & D.V.R. Seshadri. Innovation
Management: Strategies, Concepts and Tools for
Profit and Growth. SAGE (India), 2nd edition, 2012.
524 pages. Available as e-book. Optional.
● Additional readings as required

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About Our Book
 About the Instructors

Arie Shlomo
 The Seven Unmet Needs Challenges
Each participant is asked to choose one of the following
six unmet needs. At the onset of the course, participants will
record and submit ideas for solving or meeting one or more
of these unmet needs:

● Create a new kind of restaurant.

● Find a way to bring the Internet to 4.5 billion people who

currently lack it. At present, 2.4 billion people are
connected to the Internet; 44.8 percent of them are in Asia.
That means that 4.6 billion people have NO Internet
connection. How can this pressing need best be met?
● Find a way to save millions of lives, lost through
inhalation of smoke from indoor cooking fires. At present,
2.8 billion people in the world cook over open
fires; 4.3 million people die each year due to indoor air
pollution, caused by open fires used for cooking. Most of
the deaths are women and children.

● Find a way to bring electricity to the 1.3 billion people in

the world who have no access to it. Half the world’s
children go to schools without electricity.

● Find a way to prevent babies and small children from

being forgotten in locked cars. Between 1998 and 2010,
463 children have died of overheating or hyperthermia in
cars in the United States, the majority of whom were
accidently left behind by caregivers.
● Find a new, healthy, tasty and popular beverage, in an
eco-friendly package.
60 million plastic water bottles are used annually in the
United States alone
● Find a way to foster creativity in elementary and
secondary schools, while improving basic skills and
knowledge in math, reading, and science.
According to a study by Land & Jarman, 98 percent of
5-year-olds score “genius” on a creativity test; at age 10,
32 per cent score “genius”, and at age 15, 10 per cent. By
adulthood, only 2 per cent score “genius”. The precious
resource, “creative thinking”, is being massively
destroyed, in part by the schooling process. How can this
be halted?
Creativity is an acquired skill, that improves with practice.
This course aims to empower individuals who believe they
have lost their innate creativity - because their employers or
teachers prefer replication and rote to innovation – to
re-ignite their creative powers.
Students will learn a proven structured method for
generating and implementing world-changing ideas known
as ‘Zoom in, Zoom out, Zoom in’ that makes creativity more
accessible to everyone. They will practice the method with
fellow students and use it to tackle challenging real-world
needs.
 The Last Session (is the first):
What you have learned in
this course
1. Understand the ‘Zoom in/Zoom out/Zoom in’ (ZiZoZi)
method (week 2 & 3)
2. Learn ten exercises that strengthen creativity and
practice some of them (week 4 & 5)
3. Study cases of people and ideas that used creativity
to change the world (week 1, 2, 3 &7)
4. Learn about the key findings of 50 years of research
on creativity (week 6)
5. Practice applying ZiZoZi to meet a variety of pressing
social needs (week 8)
6. Learn to apply the energy of creativity to every facet
of your life and work (life long…)
 Week One Your Creative Brain is a Muscle:
Use It! (But…You Never Lost It)

1.1 Definition of creativity: “widening the range of

choices”. Why creativity falls rapidly from age 5 to age
15; are schools to blame? Why creativity is not just
about inventing gadgets. 1.2 A first encounter with the
ZiZoZi method. Is creativity hereditary or learned?
What is your deepest passion? (Start with ‘why’, not
with what). 1.3 Self-test your creativity. 1.4 Self-test
your ‘discovery’ and ‘delivery’ skills. 1.5 The
imagination elevator. 1.6 The Zizozi Zoom in/Out/In
framework. 1.7. Zizozi in action. 1.8 More Zizozi
stories. 1.9 How to build your creativity ‘muscles’.
1.10 Summary, preview of next week’s sessions..
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 Week One

Session #1

1.1 Definition of creativity: “widening the range of

choices”. Why creativity falls rapidly from age 5 to
age 15; are schools to blame? Why creativity is not
just about inventing gadgets.

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 A Key Definition

Creativity is widening the range of

choice.

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 What is Creativity?

Creativity is “widening the range of choices”

You can do the same thing…or you can try

something new. It can only get better.
Head in the Clouds

Feet on the Ground

 Sir
SirKenneth
KennethRobinson
Robinson

Do schools kill creativity?

http://youtu.be/iG9CE55wbtY

Out of Our Minds: Learning to be Creative. Capstone: 2011

I expect you all to be
independent, innovative, critical
thinkers…..

….who will do exactly as I say!

 Do we teach children in ways that foster creativity?

● Public school systems were shaped by the needs of the

Industrial Revolution for factory workers (Henry Ford:
“When I hire a pair of hands, why do they always come
attached to a brain?”).
They tend to teach one right answer, which contradicts
the
very definition of creativity.
“Creativity gets killed much more often [by organizations]
than it gets supported”. (Amabile, 1998).

Prof. Shlomo Maital Cracking the Creativity Code 26

 AGE: Five Ten Fifteen

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 CAN we teach children to think creatively?

● E. Paul Torrance: “I know it can be done. I have done it. I have seen
my wife do it. I have seen excellent teachers do it. I have seen
children “non-thinkers” learn to think creatively ..for years
thereafter.”
● 142 studies show how. Many use the Osborn
(1952) Creative Problem Solving Approach.
The most effective programs used “realistic
practice exercises”
(Scott, Leritz & Mumford, ‘04)
Dr. Norman Doidge: The Brain That Changes Itself: Stories of
Personal Triumph from the Frontiers of Brain Science. 2007.

Prof. Shlomo Maital Cracking the Creativity Code 28

 Creativity is NOT just about inventing
“gadgets”

In a world of increasing resource

scarcity, growing economic inequality
of wealth and income, and pressing
human needs – our main hope is to
widen the range of choices, to prolong
and enrich our lives, through enhanced
creativity – everywhere, all the time

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 Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

End of Session #1

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 Week One

Session #2

A first encounter with the ZiZoZi method. Is

creativity hereditary or learned? What is
your deepest passion? (Start with ‘why’,
not with what).

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 An Initial Quick Encounter with
ZiZoZi: Our Creativity Method

Zoom In … Zoom Out …

Source: National Institutes of Health

 Creativity is NOT fixed by
your genes

Source: NIH Image Bank

 Creativity is N O T IQ !

● Torrance’s (1957) TTCT creativity index predicts creative

accomplishments as adults highly accurately. The
correlation between lifetime creative accomplishment and
childhood creativity is more than three times higher than the
correlation between childhood IQ and lifetime
accomplishment.

Prof. Shlomo Maital Cracking the Creativity Code 34

 Creativity: Made? Or Born?

● Shenk (2010): “the problem isn’t our

inadequate genetic assets, but our inability
so far to tap into what we already have.”
Shenk: Genetics x Environment.

● William James: “human individuals live

far within their limits”.

Prof. Shlomo Maital Cracking the Creativity Code 35

 Motivation Holds the Key

John Hayes (1990): “the surprising fact is

that all of the variables which discriminate
between creative and non-creative people
are motivational”.

36
 What is your deepest passion?

da Vinci’s 8 Power Questions

When am I most ‘myself’?
What is the ONE THING I could do, or stop doing,
that would most improve the quality of my life?

What is my greatest talent?

How can I get paid for doing what I love best?
Who are my most inspiring role models?
How can I change the world?
What is my deepest passion?
What will be my life’s legacy?
37
 Simon Sinek
Start with Why!

http://youtu.be/IPYeCltXpxw

5 minutes
 Week One

Session #3

Test your creativity: Torrance Creativity Test

(demonstration version)

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Test Your Creativity
 Torrance Test of Creative Thinking
Torrance Tests of Creative Thinking—Figural and
Verbal Demonstrator

Directions: Do not begin until you are told to do so.

* Try to think of things that no one else will think of.
* Try to think of as many ideas as possible.
* Add details to your ideas to make them complete.
* If you finish before time is up, you may continue to
add details or sit quietly. Please do not go to the next
activity until told to do so.

Prof. Shlomo Maital Cracking the Creativity Code 41

 Activity 1: Try to improve this stuffed toy rabbit
so that it will be more fun to play with. You have
3 minutes.
________________________________________
_________________________________________
_________________________________________

of. Shlomo Maital Cracking the Creativity Code 42

 Activity 2: Just suppose that people could transport
themselves from place to place with just a wink of the eye
or a twitch of the nose. What might be some things that
would happen as a result? You have 3 minutes.
_________________________________________________
_____________________________
_________________________________________________
_____________________________

of. Shlomo Maital Cracking the Creativity Code 43

 Activity 3: Add lines to the incomplete figures below to
make pictures out of them. Try to tell complete stories
with your pictures. Give your pictures titles. You have 3
minutes.

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 Activity 4: Add details to the shapes below to
make pictures out of them. Make the diamond a
part of any picture you make. Try to think of
pictures no one else will think of. Add details to
tell complete stories with your pictures. Give your
pictures titles. You have 3 minutes.

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 Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

End of Session #3

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Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

Session #4

Self-test your ‘discovery’ and

‘delivery’ skills

Prof. Shlomo Maital Cracking the Creativity Code

47
 How Creative Are You ?

discovery delivery

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 Discovery vs. Delivery
Score each item: 1 strongly disagree; 2 somewhat
disagree; 3 neither agree nor disagree 4 somewhat
agree; 5 strongly agree

1. Frequently my ideas or perspectives diverge radically

from the perspectives of others.
2. I am very careful to avoid making mistakes in my work.
3. I regularly ask questions that challenge the status quo.
4. I am extremely well organized at work.
5. New ideas often come to me when I am directly
observing how people interact with products and services.
(source: Dyer, Gregersen, Christensen, The Innovator’s Dilemma

Prof. Shlomo Maital Cracking the Creativity Code 49

6. I must have everything finished “just right” when completing a
work assignment.
7. I often find solutions to problems by drawing on solutions or ideas
developed in other industries, fields or disciplines.
8. I never jump into new projects and ventures and never act quickly
without carefully thinking through all the issues.
9. I frequently experiment to create new ways of doing things.
10. I always follow through to complete a task, no matter what the
obstacles.
11. I regularly talk with a diverse set of people (e.g. from different
business functions, organizations, industries, geographies, etc. ) to
find and refine new ideas.
12. I excel at breaking down a goal or plan into the micro tasks
required to achieve it.
Prof. Shlomo Maital Cracking the Creativity Code 50
13. I attend conferences on my areas of expertise, as well as
unrelated areas, to meet new people and understand what issues
they face.
14. I pay careful attention to details at work to ensure that nothing
is overlooked.
15. I actively seek to identify emerging trends by reading books,
articles, magazines, blogs…
16. I hold myself and others strictly accountable for getting results.
17. I frequently ask “what if” questions that provoke exploration of
new possibilities.
18. I consistently follow through on all commitments and finish
what I start.
19. I regularly observe the actions of customers, suppliers, or other
oranizations, to get ideas.
20. I consistently create
Prof. Shlomo Maital detailed
Cracking plans
the Creativity Codeto51
get work done.
 DISCOVERY SCORE: ________
DELIVERY SCORE: _______

Score on odd questions [1,3, etc.]

is your “Discovery” score ░
Score on even questions [2,4,
etc.] is your “Delivery” score ░

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 The Story of Fermat’s Last
Theorem
“no three positive integers a, b, and c can
satisfy the equation an + bn = cn for any integer
value of n greater than two” Pierre Fermat,
1637

After 358 years of effort by mathematicians, a

successful proof was published by Prof.
Andrew Wiles in 1994/95. He worked on it for 6
years in secrecy….

Prof. Shlomo Maital Page 53 Creative Ideas

 Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

End of Session #4

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 Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

Session #5

The Imagination Elevator – a story

you won’t believe

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What did ZiZoZi
find

on the 989th floor

of the Imagination
Elevator?
 The Essence of Discovery

Two Possible Approaches:

Ideas for solving challenges do
not exist – we have to invent them
OR
Ideas for solving challenges ALL
do exist – we have to discover and
harvest them, with the Imagination
Elevator
Prof. Shlomo Maital Page 58 Creative Ideas
The Garden of Eden
 Your Brain as a PC ?

Prof. Shlomo Maital Page 60 Creative Ideas

 Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

End of Session #5

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Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

Session #6

Widening the range of choices –

the Zoom in/Zoom out/Zoom in
framework

Prof. Shlomo Maital Cracking the Creativity Code 62

 Trans-disciplinarity Design mindset

New media
Sense-making literacy

Virtual
collaboration
Cross-culture
competency
Novel Social Cognitive
thinking intelligence Load mgemnt
Computational
thinking

10 Skills You Need Now

Source: Future Work Skills 2020, Institute for the Future, for Univ. of Phoenix Research Institute,2011
 The ZiZoZi method, in depth

Zoom in: Grasping every possible detail and fact related to the challenge at
hand. Case study: Edison’s light bulb.
Zoom out: Taking the Imagination Elevator to the 989th floor to collect wild ideas.
Benchmarking as a key tool. Is it innovative to ‘borrow’ and ‘adapt’? How to
challenge basic assumptions (Peter Drucker).
Zoom in: Returning to ground floor with the basket of ideas and converging –
selecting the best one. Managing the tradeoff between ‘discovery’ and ‘delivery’.
Creativity everywhere, all the time, everyone, everything. Case studies
Meet the client
Understand the challenge

Go to Floor 989
Harvest Creative Ideas

Production:
Choose &
Implement
 Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

End of Session #6

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 Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

Session #7
ZiZoZi in action:
Stories to inspire & aspire

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Creativity Can Be Risky!
Human creativity has no limits –

except those we ourselves place upon it.

-- adapted from Carl Jung

 Creativity in Action: 8
Zoom in/Zoom Out Stories
“Who Needs another Search Engine???”
 Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

End of Session #7

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 Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

Session #8

More ZiZoZi stories

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 Stories: ZiZoZi In Action
* Blackout Restaurant
* The Curious Case of Benjamin Button
* Airlander: Airships Rise from the Dead
* Daybreak Party
* Rjukan, Norway: Here Comes the Sun
* Panera Cares

Prof. Shlomo Maital Page 77 Creative Ideas

Case Study: Blackout
Restaurant
 The Curious Case of
Benjamin Button (1922)
Airlander: Airships Rise from the Dead
Source: NASA

Rjukan, Norway: Here Comes the Sun

The Day

Boring Ties

Disappeared…

Forever
 Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

End of Session #8

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 Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

Session #9

How to build your creativity

‘muscles’

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 Your Creative Brain is a
Muscle – Exercise it!

Source: National Institutes of Health Image Bank

 Creativity Exercises: 1 to 5

1. Act don’t just gripe.

2. Break the rules (intelligently).
3. Change Your Habits.
4. Develop Resilience: Embrace Failure.
5. Explore Dark Corners, Experiment
Everywhere.
Prof. Shlomo Maital Page 89 Creative Ideas
 Creativity Exercises: 6 to 10

6. Learn to focus.
7. Grow your persistence.
8. Hear, Listen, Teach.
9. Individualize: It’s always Personal.
10.Become Who You Are (Join Yourself).
10 + 1 Microscope Joined to Telescope: Zoom
in, Zoom out, become expert at
Prof. Shlomo Maital Page 90 Creative Ideas
microscopic/telescopic vision.
 Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

End of Session #9

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 Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

Session #10

Summary of Week One; Preview of

Week Two

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 By Salvador Dali

Source: http://www.123rf.com/stock-photo/dali.html
Jamaican Bobsled Team - to Sochi Olympics
 Louis Mobley - IBM
Mobley’s 6 principles for greater creativity (IBM)
(1956)

• Traditional teaching methods are worse than

useless.
• Becoming creative requires Unlearning
• You do not learn to be creative; you become
creative by action, by transforming yourself
• Fastest way to become creative: Hang out
with creative people
• Creativity is highly-correlated with self-
knowledge, and self-awareness
• Creative people give themselves, and others,
permission to be WRONG!
Human creativity has no limits –
except those we ourselves place upon it.
-- adapted from Carl Jung

You cannot solve a problem with the

same level of thinking that created it.
-- Albert Einstein
Head in the Clouds

Feet on the Ground

 Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

A Preview of Week Two

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 2.1 The ZiZoZi method, in depth. Zoom in: Grasping every
possible detail and fact related to the challenge at hand. 2.2 Case
study: Edison’s light bulb. 2.3 Zoom out: Taking the
Imagination Elevator to the 989th floor to collect wild ideas. 2.4
Benchmarking as a key tool. 2.5 Is it innovative to ‘borrow’ and
‘adapt’? 2.6 How to challenge basic assumptions (Peter Drucker).
2.7 Zoom in: Returning to ground floor with the basket of ideas
and converging – selecting the best one. 2.8 Managing the tradeoff
between ‘discovery’ and ‘delivery’. 2.9 Creativity everywhere, all
the time, everyone, everything. 2.10 Case studies

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What is YOUR story?

Write your personal narrative,

showing how you employed your

vast creativity to change the world,

2014 to 2044
 GRACIAS A LA VIDA
THANKS TO THE LIFE THAT HAS GIVEN ME SO MUCH
IT HAS GIVEN STRENGTH TO MY TIRED FEET
WITH THEM I WALKED CITIES AND PUDDLES
BEACHES AND DESSERTS, MOUNTAINS AND PLANES
AND YOUR HOUSE, YOUR STREET AND YOUR
COURTYARD Mercedes Sosa
THANKS TO THE LIFE THAT HAS GIVEN ME SO MUCH
I GAVE MY BEATING HEART Song by
WHEN I LOOK AT THE FRUIT OF THE HUMAN BRAIN Chilean musician
WHEN I LOOK AT THE GOOD SO FAR FROM THE BAD Violeta Parra
WHEN I LOOK INSIDE YOUR CLEAR EYES
THANKS TO THE LIFE THAT HAS GIVEN ME SO MUCH
IT GAVE THE LAUGHTER AND THE CRIYING
SO I CAN DISTINGUISH HAPPINESS FROM SADNESS
BOTH MATERIALS THAT FORM MY SONG
AND YOUR SONG THAT IS MINE TOO
AND THE SONG OF ALL WHICH IS MY OWN SONG
THANKS TO THE LIFE THAT HAS GIVEN ME SO MUCH
 Cracking the Creativity Code
Arie Ruttenberg & Shlomo Maital

Week One

End of Session #10

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 Quiz: Week One

Prof. Shlomo Maital Cracking the Creativity Code 103