This chapter uses case studies of two seminal advances – the creation of a new shopping cart for ABC’s Nightline by IDEO, one of the most well-known design firms; and Picasso’s creation of Guernica, his great anti-war painting – to provide evidence for the importance of analytic thinking in creativity. The chapter also presents the main themes that structure the discussion in the book. The first is that creative thinking and ordinary thinking are the same. There is no special kind of thinking – no outside the box thinking – which serves in the creation of new ideas. Second, the creative process can be analyzed into two large stages: the generation of a possible idea, based often on analogical thinking; and the attempt to extend that idea to the new situation. Third, creative thinking, since it is analytic or ordinary thinking, is conscious thinking. Finally, in order to understand creativity, we need enough information to allow us to dig deeply into the underlying psychological processes. One cannot assume that one understands the processes involved: one must obtain evidence for any claims about how the creative processes works.

Rethinking Creativity proposes that all creative advances are based on analytic thinking – on ordinary thought processes, or inside-the-box thinking. Two predictions arise from that proposal. First, analytic thought processes should be found in all examples of creativity. Second, since analytic thinking is “ordinary thinking,” ordinary folks should be capable of creative thinking. Chapter 4 examines support for those predictions. The first section presents several case studies of genius-level creative advances, which demonstrate that seminal creative advances – creative achievements at the highest level – depend on analytic thinking, in particular analogical thinking. The next level of creative achievement is “professional creativity”, advances made by people in their professional activities. Several case studies show that the analytic processes are seen here as well. On a still-lower level we have day-to-day or under-the-radar creativity: those small-scale bursts of innovation that we all exhibit in our daily lives. Under-the-radar creativity closes the circle, showing that ordinary thinking underlies all creative advances and that creativity is universal among us.