Changing Perspective: Building Creative Mindsets.

The search for new ideas often frustratingly cycles back to old ones, a phenomenon known as fixation. Recent research has shown ways to kick-start finding new uses for familiar objects, a prototypical creativity task: wandering in the mind or the world or working on a messy desk. Those techniques seem to succeed by helping break fixation, but do not guide the search for new ideas. The perspective-taking or human-centric or empathic mindset championed by many in HCI and in design firms does provide a search strategy. We compared the mind-wandering mindset to a perspective-taking mindset, the latter priming thinking of ways that people in different roles (gardener, artist, etc.) might use the objects. In two studies, the Perspective-Taking mindset yielded more ideas and more original ideas than Mind-Wandering, which did not differ from a No-Mindset control. Original ideas came late, rewarding persistence. The perspective-taking mindset is productive for problem-solving, forecasting, and social interactions as well as innovation.