The Creativity Crisis

By Bronson, Po; Merryman, Ashley | Newsweek, July 19, 2010 | Go to article overview

The Creativity Crisis


Bronson, Po, Merryman, Ashley, Newsweek


Byline: Po Bronson and Ashley Merryman

For the first time, research shows that American creativity is declining. What went wrong--and how we can fix it.

Back in 1958, Ted Schwarzrock was an 8-year-old third grader when he became one of the "Torrance kids," a group of nearly 400 Minneapolis children who completed a series of creativity tasks newly designed by professor E. Paul Torrance. Schwarzrock still vividly remembers the moment when a psychologist handed him a fire truck and asked, "How could you improve this toy to make it better and more fun to play with?" He recalls the psychologist being excited by his answers. In fact, the psychologist's session notes indicate Schwarzrock rattled off 25 improvements, such as adding a removable ladder and springs to the wheels. That wasn't the only time he impressed the scholars, who judged Schwarz-rock to have "unusual visual perspective" and "an ability to synthesize diverse elements into meaningful products."

The accepted definition of creativity is production of something original and useful, and that's what's reflected in the tests. There is never one right answer. To be creative requires divergent thinking (generating many unique ideas) and then convergent thinking (combining those ideas into the best result).

In the 50 years since Schwarzrock and the others took their tests, scholars--first led by Torrance, now his colleague, Garnet Millar--have been tracking the children, recording every patent earned, every business founded, every research paper published, and every grant awarded. They tallied the books, dances, radio shows, art exhibitions, software programs, advertising campaigns, hardware innovations, music compositions, public policies (written or implemented), leadership positions, invited lectures, and buildings designed.

Nobody would argue that Torrance's tasks, which have become the gold standard in creativity assessment, measure creativity perfectly. What's shocking is how incredibly well Torrance's creativity index predicted those kids' creative accomplishments as adults. Those who came up with more good ideas on Torrance's tasks grew up to be entrepreneurs, inventors, college presidents, authors, doctors, diplomats, and software developers. Jonathan Plucker of Indiana University recently reanalyzed Torrance's data. The correlation to lifetime creative accomplishment was more than three times stronger for childhood creativity than childhood IQ.

Like intelligence tests, Torrance's test--a 90-minute series of discrete tasks, administered by a psychologist--has been taken by millions worldwide in 50 languages. Yet there is one crucial difference between IQ and CQ scores. With intelligence, there is a phenomenon called the Flynn effect--each generation, scores go up about 10 points. Enriched environments are making kids smarter. With creativity, a reverse trend has just been identified and is being reported for the first time here: American creativity scores are falling.

Kyung Hee Kim at the College of William & Mary discovered this in May, after analyzing almost 300,000 Torrance scores of children and adults. Kim found creativity scores had been steadily rising, just like IQ scores, until 1990. Since then, creativity scores have consistently inched downward. "It's very clear, and the decrease is very significant," Kim says. It is the scores of younger children in America--from kindergarten through sixth grade--for whom the decline is "most serious."

The potential consequences are sweeping. The necessity of human ingenuity is undisputed. A recent IBM poll of 1,500 CEOs identified creativity as the No. 1 "leadership competency" of the future. Yet it's not just about sustaining our nation's economic growth. All around us are matters of national and international importance that are crying out for creative solutions, from saving the Gulf of Mexico to bringing peace to Afghanistan to delivering health care. …

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