How to build your creative confidence
-
0:01 - 0:05I wanted to talk to you today
about creative confidence. -
0:05 - 0:09I'm going to start way back
in the third grade -
0:09 - 0:12at Oakdale School in Barberton, Ohio.
-
0:12 - 0:16I remember one day my best friend
Brian was working on a project. -
0:16 - 0:21He was making a horse out of the clay
our teacher kept under the sink. -
0:22 - 0:26And at one point, one of the girls
that was sitting at his table, -
0:26 - 0:29seeing what he was doing,
leaned over and said to him, -
0:29 - 0:32"That's terrible. That doesn't look
anything like a horse." -
0:34 - 0:36And Brian's shoulders sank.
-
0:36 - 0:39And he wadded up the clay horse
and he threw it back in the bin. -
0:40 - 0:44I never saw Brian do a project
like that ever again. -
0:45 - 0:47And I wonder how often
that happens, you know? -
0:48 - 0:52It seems like when I tell
that story of Brian to my class, -
0:53 - 0:55a lot of them want to come up after class
-
0:55 - 0:57and tell me about
their similar experience, -
0:57 - 0:59how a teacher shut them down,
-
0:59 - 1:01or how a student
was particularly cruel to them. -
1:01 - 1:05And then some kind of opt out
of thinking of themselves as creative -
1:05 - 1:06at that point.
-
1:07 - 1:11And I see that opting out
that happens in childhood, -
1:11 - 1:14and it moves in and becomes
more ingrained, even, -
1:14 - 1:16by the time you get to adult life.
-
1:18 - 1:22So we see a lot of this.
-
1:22 - 1:24When we have a workshop
-
1:24 - 1:26or when we have clients
in to work with us side by side, -
1:26 - 1:29eventually we get
to the point in the process -
1:29 - 1:31that's kind of fuzzy or unconventional.
-
1:32 - 1:35And eventually, these big-shot executives
whip out their BlackBerrys -
1:36 - 1:39and they say they have to make
really important phone calls, -
1:39 - 1:40and they head for the exits.
-
1:41 - 1:43And they're just so uncomfortable.
-
1:43 - 1:46When we track them down
and ask them what's going on, -
1:46 - 1:49they say something like,
"I'm just not the creative type." -
1:50 - 1:51But we know that's not true.
-
1:52 - 1:54If they stick with the process,
if they stick with it, -
1:54 - 1:57they end up doing amazing things.
-
1:57 - 2:00And they surprise themselves
at just how innovative -
2:00 - 2:02they and their teams really are.
-
2:03 - 2:08So I've been looking
at this fear of judgment that we have, -
2:08 - 2:11that you don't do things, you're afraid
you're going to be judged; -
2:11 - 2:15if you don't say the right creative thing,
you're going to be judged. -
2:16 - 2:18And I had a major breakthrough,
-
2:18 - 2:22when I met the psychologist
Albert Bandura. -
2:22 - 2:25I don't know if you know Albert Bandura,
but if you go to Wikipedia, -
2:25 - 2:29it says that he's the fourth most
important psychologist in history -- -
2:29 - 2:33you know, like Freud, Skinner,
somebody and Bandura. -
2:33 - 2:35(Laughter)
-
2:35 - 2:38Bandura is 86 and he still
works at Stanford. -
2:38 - 2:39And he's just a lovely guy.
-
2:41 - 2:42So I went to see him,
-
2:42 - 2:46because he's just worked
on phobias for a long time, -
2:46 - 2:47which I'm very interested in.
-
2:47 - 2:52He had developed this way,
-
2:52 - 2:54this, kind of, methodology,
-
2:54 - 2:57that ended up curing people
in a very short amount of time, -
2:57 - 2:59like, in four hours.
-
2:59 - 3:02He had a huge cure rate
of people who had phobias. -
3:02 - 3:05And we talked about snakes
-- I don't know why -- -
3:05 - 3:09we talked about snakes
and fear of snakes as a phobia. -
3:10 - 3:13And it was really enjoyable,
really interesting. -
3:13 - 3:18He told me that he'd invite
the test subject in, -
3:18 - 3:21and he'd say, "You know,
there's a snake in the next room -
3:21 - 3:23and we're going to go in there."
-
3:24 - 3:27To which, he reported,
most of them replied, -
3:27 - 3:31"Hell no! I'm not going in there,
certainly if there's a snake in there." -
3:31 - 3:36But Bandura has a step-by-step
process that was super successful. -
3:36 - 3:39So he'd take people to this two-way mirror
-
3:39 - 3:41looking into the room where the snake was.
-
3:41 - 3:43And he'd get them comfortable with that.
-
3:43 - 3:45Then through a series of steps,
-
3:45 - 3:49he'd move them and they'd be standing
in the doorway with the door open, -
3:49 - 3:50and they'd be looking in there.
-
3:50 - 3:52And he'd get them comfortable with that.
-
3:52 - 3:55And then many more steps
later, baby steps, -
3:55 - 3:59they'd be in the room, they'd have
a leather glove like a welder's glove on, -
3:59 - 4:02and they'd eventually touch the snake.
-
4:03 - 4:07And when they touched the snake,
everything was fine. They were cured. -
4:07 - 4:09In fact, everything was better than fine.
-
4:09 - 4:13These people who had
lifelong fears of snakes -
4:13 - 4:15were saying things like,
-
4:15 - 4:17"Look how beautiful that snake is."
-
4:17 - 4:21And they were holding it in their laps.
-
4:22 - 4:25Bandura calls this process
"guided mastery." -
4:26 - 4:28I love that term: guided mastery.
-
4:29 - 4:31And something else happened.
-
4:31 - 4:35These people who went through the process
and touched the snake -
4:35 - 4:38ended up having less anxiety
about other things in their lives. -
4:40 - 4:42They tried harder, they persevered longer,
-
4:42 - 4:45and they were more resilient
in the face of failure. -
4:46 - 4:49They just gained a new confidence.
-
4:50 - 4:54And Bandura calls
that confidence "self-efficacy," -
4:55 - 4:57the sense that you can change the world
-
4:58 - 5:00and that you can attain
what you set out to do. -
5:01 - 5:04Well, meeting Bandura
was really cathartic for me, -
5:04 - 5:08because I realized
that this famous scientist -
5:08 - 5:11had documented
and scientifically validated -
5:11 - 5:14something that we've seen happen
for the last 30 years: -
5:14 - 5:18that we could take people who had the fear
that they weren't creative, -
5:18 - 5:21and we could take them
through a series of steps, -
5:21 - 5:24kind of like a series of small successes,
-
5:24 - 5:28and they turn fear into familiarity.
-
5:28 - 5:30And they surprise themselves.
-
5:30 - 5:32That transformation is amazing.
-
5:32 - 5:34We see it at the d.school all the time.
-
5:34 - 5:37People from all different
kinds of disciplines, -
5:37 - 5:39they think of themselves
as only analytical. -
5:40 - 5:43And they come in and they go
through the process, our process, -
5:43 - 5:46they build confidence and now
they think of themselves differently. -
5:46 - 5:51And they're totally emotionally excited
about the fact that they walk around -
5:51 - 5:54thinking of themselves
as a creative person. -
5:56 - 5:58So I thought one
of the things I'd do today -
5:58 - 6:01is take you through and show you
what this journey looks like. -
6:01 - 6:06To me, that journey looks like Doug Dietz.
-
6:08 - 6:10Doug Dietz is a technical person.
-
6:10 - 6:14He designs large
medical imaging equipment. -
6:14 - 6:18He's worked for GE, and he's had
a fantastic career. -
6:18 - 6:21But at one point,
he had a moment of crisis. -
6:21 - 6:25He was in the hospital looking
at one of his MRI machines in use, -
6:25 - 6:28when he saw a young family,
and this little girl. -
6:29 - 6:32And that little girl was crying
and was terrified. -
6:32 - 6:35And Doug was really disappointed to learn
-
6:36 - 6:39that nearly 80 percent
of the pediatric patients in this hospital -
6:40 - 6:43had to be sedated in order
to deal with his MRI machine. -
6:45 - 6:47And this was really disappointing to Doug,
-
6:47 - 6:50because before this time,
he was proud of what he did. -
6:50 - 6:52He was saving lives with this machine.
-
6:52 - 6:57But it really hurt him to see the fear
that this machine caused in kids. -
6:57 - 7:02About that time, he was at the d.school
at Stanford taking classes. -
7:02 - 7:07He was learning about our process,
about design thinking, about empathy, -
7:07 - 7:08about iterative prototyping.
-
7:08 - 7:13And he would take this new knowledge
and do something quite extraordinary. -
7:13 - 7:17He would redesign the entire experience
-
7:17 - 7:18of being scanned.
-
7:19 - 7:20And this is what he came up with.
-
7:20 - 7:21(Laughter)
-
7:21 - 7:24He turned it into
an adventure for the kids. -
7:24 - 7:26He painted the walls
and he painted the machine, -
7:26 - 7:29and he got the operators retrained
by people who know kids, -
7:29 - 7:31like children's museum people.
-
7:31 - 7:35And now when the kid comes,
it's an experience. -
7:35 - 7:39And they talk to them about the noise
and the movement of the ship. -
7:39 - 7:40And when they come, they say,
-
7:40 - 7:42"OK, you're going to go
into the pirate ship, -
7:42 - 7:46but be very still, because we don't want
the pirates to find you." -
7:47 - 7:50And the results were super dramatic:
-
7:51 - 7:54from something like 80 percent
of the kids needing to be sedated, -
7:54 - 7:58to something like 10 percent
of the kids needing to be sedated. -
7:58 - 8:00And the hospital and GE were happy, too,
-
8:00 - 8:04because you didn't have to call
the anesthesiologist all the time, -
8:04 - 8:06and they could put more kids
through the machine in a day. -
8:07 - 8:08So the quantitative results were great.
-
8:08 - 8:12But Doug's results that he cared about
were much more qualitative. -
8:12 - 8:14He was with one of the mothers
-
8:14 - 8:17waiting for her child
to come out of the scan. -
8:17 - 8:19And when the little girl
came out of her scan, -
8:19 - 8:21she ran up to her mother and said,
-
8:21 - 8:23"Mommy, can we come back tomorrow?"
-
8:23 - 8:25(Laughter)
-
8:26 - 8:29And so, I've heard Doug tell
the story many times -
8:29 - 8:32of his personal transformation
-
8:32 - 8:35and the breakthrough design
that happened from it, -
8:35 - 8:38but I've never really seen him
tell the story of the little girl -
8:38 - 8:40without a tear in his eye.
-
8:40 - 8:42Doug's story takes place in a hospital.
-
8:43 - 8:45I know a thing or two about hospitals.
-
8:46 - 8:50A few years ago, I felt a lump
on the side of my neck. -
8:51 - 8:53It was my turn in the MRI machine.
-
8:54 - 8:57It was cancer, it was the bad kind.
-
8:57 - 9:00I was told I had a 40 percent
chance of survival. -
9:01 - 9:04So while you're sitting
around with the other patients, -
9:04 - 9:05in your pajamas,
-
9:05 - 9:07and everybody's pale and thin --
-
9:07 - 9:08(Laughter)
-
9:08 - 9:11you know? -- and you're waiting
for your turn to get the gamma rays, -
9:11 - 9:13you think of a lot of things.
-
9:13 - 9:16Mostly, you think about:
Am I going to survive? -
9:16 - 9:18And I thought a lot about:
-
9:18 - 9:21What was my daughter's life
going to be like without me? -
9:22 - 9:25But you think about other things.
-
9:25 - 9:28I thought a lot about:
What was I put on Earth to do? -
9:28 - 9:31What was my calling? What should I do?
-
9:31 - 9:33I was lucky because I had lots of options.
-
9:33 - 9:35We'd been working in health and wellness,
-
9:35 - 9:38and K-12, and the developing world.
-
9:38 - 9:40so there were lots of projects
that I could work on. -
9:41 - 9:43But then I decided
and committed at this point, -
9:43 - 9:45to the thing I most wanted to do,
-
9:46 - 9:50which was to help as many
people as possible -
9:50 - 9:53regain the creative confidence
they lost along their way. -
9:54 - 9:57And if I was going to survive,
that's what I wanted to do. -
9:57 - 9:58I survived, just so you know.
-
9:58 - 10:00(Laughter)
-
10:00 - 10:07(Applause)
-
10:07 - 10:11I really believe that when people
gain this confidence -- -
10:11 - 10:14and we see it all the time
at the d.school and at IDEO -- -
10:14 - 10:17that they actually start
working on the things -
10:17 - 10:19that are really important in their lives.
-
10:19 - 10:22We see people quit what they're doing
and go in new directions. -
10:23 - 10:29We see them come up with more
interesting -- and just more -- ideas, -
10:29 - 10:32so they can choose from better ideas.
-
10:32 - 10:34And they just make better decisions.
-
10:34 - 10:38I know at TED, you're supposed to have
a change-the-world kind of thing, -
10:38 - 10:41isn't that -- everybody has
a change-the-world thing? -
10:41 - 10:44If there is one for me, this is it,
to help this happen. -
10:44 - 10:47So I hope you'll join me on my quest,
-
10:47 - 10:48you as, kind of, thought leaders.
-
10:48 - 10:53It would be really great if you didn't let
people divide the world -
10:53 - 10:57into the creatives and the non-creatives,
like it's some God-given thing, -
10:57 - 11:01and to have people realize
that they're naturally creative, -
11:01 - 11:05and that those natural people
should let their ideas fly; -
11:06 - 11:10that they should achieve
what Bandura calls self-efficacy, -
11:10 - 11:13that you can do what you set out to do,
-
11:13 - 11:17and that you can reach a place
of creative confidence -
11:17 - 11:19and touch the snake.
-
11:19 - 11:20Thank you.
-
11:20 - 11:26(Applause)
- Title:
- How to build your creative confidence
- Speaker:
- David Kelley
- Description:
-
Is your school or workplace divided into "creatives" versus practical people? Yet surely, David Kelley suggests, creativity is not the domain of only a chosen few. Telling stories from his legendary design career and his own life, he offers ways to build the confidence to create... (From The Design Studio session at TED2012, guest-curated by Chee Pearlman and David Rockwell.)
- Video Language:
- English
- Team:
- closed TED
- Project:
- TEDTalks
- Duration:
- 11:46
Krystian Aparta commented on English subtitles for How to build your creative confidence | ||
Krystian Aparta edited English subtitles for How to build your creative confidence | ||
Krystian Aparta edited English subtitles for How to build your creative confidence | ||
Morton Bast edited English subtitles for How to build your creative confidence | ||
Alessandra Tadiotto accepted English subtitles for How to build your creative confidence | ||
Jenny Zurawell approved English subtitles for How to build your creative confidence | ||
Jenny Zurawell edited English subtitles for How to build your creative confidence | ||
Morton Bast accepted English subtitles for How to build your creative confidence |
Krystian Aparta
The English transcript was updated on 4/3/2017.