In the world of creativity, ideas often feel like elusive sparks that flicker briefly before vanishing. But what if there were a way to break down this mysterious process into a tangible, understandable formula? A 2016 study aimed to do just that— you can find it here exploring seven distinct ways that creativity can be diminished. From routines that suffocate innovation to suppressing spontaneous thoughts, it dissected what makes some ideas predictable and uninspired.
Yet, within this exploration of what kills creativity, we find a powerful tool for understanding what makes an idea truly creative: an algorithmic formula that simplifies the process into three core components—Originality, Utility, and Surprise.
The Formula: C = (1 - P) U (1 - V)
This equation represents a conceptual model of creativity, where:
C is Creativity
P is Prior Knowledge (predictability or familiarity)
U is Utility (usefulness or effectiveness)
V is Expectedness (lack of surprise or novelty)
Let’s break down how this formula explains creativity and why balancing these elements can transform a mundane thought into an exceptional one.
(1 - P): The Element of Originality
In the context of creativity, P represents prior knowledge or the familiarity of an idea. High prior knowledge means you’ve seen it, used it, or thought it before. Imagine a writer who always returns to the same story structure or a painter who uses the same colour palette over and over. The result? Routine, habitual ideas that offer nothing new.
When we look at (1 - P), it’s the inverse of familiarity: the less prior knowledge you rely on, the more original the idea becomes.
If P = 1 (full familiarity), then (1 - P) = 0, meaning there is zero originality.
If P = 0 (no familiarity), then (1 - P) = 1, indicating maximum originality.
So, creativity thrives in that space where we reduce our dependence on what we already know and venture into uncharted territories.
Example: A music composer who never listens to other artists might produce highly original compositions, yet they could be completely disconnected from what audiences appreciate. That’s where utility comes into play.
U: The Element of Utility
Utility is all about the usefulness or effectiveness of an idea. A creative solution might be new, but does it solve a problem or provide value? An idea’s utility can be evaluated based on its applicability, relevance, and impact.
In our equation, Utility (U) varies between 0 and 1:
U = 1 means the idea is completely effective and appropriate.
U = 0 means the idea has no use—like a wing on a fish tank (what would be the point? so many questions).
Utility ensures that even the most original ideas have a place in the world. Without it, we risk producing something that, while unique, serves no purpose.
Example: A designer creates an innovative chair but that has no seating function.
(1 - V): The Element of Surprise
V, or Expectedness, measures how anticipated or predictable an idea is. When a thought is completely expected (V = 1), there is no element of surprise. On the other hand, if it’s entirely unexpected (V = 0), it’s full of surprise and intrigue.
When V = 1, (1 - V) = 0, indicating no surprise at all.
When V = 0, (1 - V) = 1, indicating maximum surprise.
Surprise adds a twist to an idea—something that makes people pause, rethink, and pay attention.
Example: A campaign that suggests using chocolate to polish shoes would score high on the surprise factor. But unless that campaign also proves useful and original, the idea might quickly lose its appeal.
Putting It All Together: The Recipe for Creativity
For an idea to be considered truly creative, it must balance these three elements—Originality, Utility, and Surprise. The equation C = (1 - P) U (1 - V) helps illustrate that:
If (1 - P) is high (maximum originality), but U or (1 - V) is low, the idea may be novel but not useful or engaging.
If U is high, but (1 - P) or (1 - V) is low, the idea might be practical but predictable and uninspiring.
If (1 - V) is high, but (1 - P) or U is low, the idea could surprise people but be ineffective or too dependent on prior knowledge.
It’s this intricate dance between these components that generates creative solutions with depth and resonance.
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