about the stimulus elements in the picture (that
is, the lines and their relationship to one anoth-
er). If we assume one configuration of lines, we
see the old woman; if we assume another config-
uration, we see the young woman.
This picture was brought to the attention of
psychologists by Edwin G. Boring in 1930. Cre-
ated by cartoonist W.E. Hill, it originally was
published in Puck,November 6, 1915, as “My
Wife and My Mother-in-Law.” It is a classic.
In one sense, optical illusions cause us to see
one thing when something else may also be pre-
sent. In a similar manner, people often have dif-
ferent responses when confronted with the
same stimulus. One person may look at a flower
and feel happy because it reminds them of a
loving relationship; someone else, however,
may look at the same flower and feel sad
because it reminds them of the recent death of a
loved one. Both people in this example perceive
the flower, but they also “see” the qualities of either happiness or sadness. To know why
we see these qualities, we must test assumptions.
The same principle holds true when using idea generation activities. They present
stimuli that elicit certain responses. Our particular response will depend on the assump-
tions we make about a particular stimulus. The more stimuli we use, the greater the potential
idea pool.When these stimuli and different individual reactions are used in a group, the
potential quantity and quality of ideas is increased. More stimuli and more people yield
more assumptions, which in turn yield more ideas. More ideas give us more options and
more chances to resolve our problems.Everyday Assumptions
We can’t be effective problem solvers unless we know how to test assumptions.Unfortunately,
most of us aren’t very good at this. Every day we act before thinking through what we are
doing or the possible consequences. In fact, we make so many daily decisions that it is
impossible to test all the potential assumptions.
For instance, the simple act of talking with someone else involves many assumptions.
We must assume that the other person actually heard what we said and understood us,
that the person’s nonverbal reactions indicate what we think they indicate, and that we
can figure out any hidden meanings or purposes.Breakthrough Solutions
Another reason testing assumptions is important is that it can yield perceptual breakthroughs.Test-
ing assumptions can help us shift perspectives and view problems in a new light. As the
philosopher Marcel Proust once said, “The real voyage of discovery consists not in seeking
new lands, but in seeking with new eyes.” The result often is a breakthrough solution or, at
the least, a new problem definition. There is an old joke that illustrates this point nicely:Figure 2.1 Wife and Mother-in-Law.Six Key Principles for Encouraging Creativity 13
02 VG 11-20b 10/5/04 4:25 PM Page 13