Creative problem-solving: Don’t get seduced by the sexy part

Most entrepreneurs love to brainstorm ideas. But only the top 5% realize there’s a better way that produces radically higher-value ideas.

Albert Einstein was once asked, “If you knew the world was going to end in one hour, how would you divide up your use of that hour come up with a solution for the problem?”

Einstein answered that he would spend 55 minutes thoroughly exploring, researching and defining the problem and five minutes brainstorming solutions.

That’s the opposite of the approach that most of us assume is the “right” way to do creative problem solving: jump right into the sexy part — BRAINSTORMING!

Generating ideas creates a seductive dopamine rush.

It feels amazing!

But it’s actually not very effective.

To understand why, we need to turn to the master of awe-inspiring thought experiments. Why would Einstein approach each problem in such a seemingly counterintuitive way?

Because he realized that it was essential to accurately define the problem to be solved. All of the exotic thought exercises in the world wouldn’t make any difference if it turned out he was…