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Gwen Smith Ishmael, Sr. Vice President of Insights and Innovation at Decision Analyst in Arlington, TX, has led marketing and new product development activities in the CPG and technology industries since 1986. She also conceived and developed ground-breaking Web-based promotional vehicles, two of which are patent pending. Gwen holds an MBA in Marketing and is a featured speaker on insights and innovation around the world. Her writings have been featured in international text books, most recently in Managing 4 Ps of Marketing FMCG Sector, and Product Innovation: A Strategic Tool for Growth, by ICFAI Publications, 2006 and 2007, respectively.

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Renee Hopkins Callahan Renee Hopkins Callahan started IdeaFlow and serves as chief blog-wrangler. She is Director of Innovation Services at Decision Analyst in Arlington, Texas, is a former journalist who worked as an editor and reporter for The Dallas Morning News and the Nashville Tennessean, and was managing editor of D, the Dallas city magazine. She has a master's degree in rhetoric and has also taught college-level English and informal logic.
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October 8, 2003

Link Found Between Creativity and Madness

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Posted by Renee Hopkins Callahan

Whoa! I was gearing up to write some kind of wisdom about disruptive innovation, when this morning Hylton sent me a link to a FuturePundit post that dropped a bomb in my brain: Jordan Peterson of the University of Toronto and colleagues at Harvard University have found that decreased latent inhibition of environmental stimuli appears to correlate with greater creativity among people with high IQ.

In a nutshell, this research says that people whose brains are more open to stimuli from the outside environment will either be:


  1. Creative, because their openness to new possibilities and stimuli gives them more, and more various, information with which to make connections and have new ideas, or
  2. Psychotic, because their openness to new possibilities and stimuli leads to overload and mental illness.

So what is the difference between creativity and madness? According to this study, good working memory and a high IQ make the difference. With those assets/skills/traits (whatever they are!) you have the capacity to think about many things at once, discriminate among ideas and find patterns. Without them, you can’t handle the increased stimuli.

This press release quotes Dr. Peterson: "It appears that we have not only identified one of the biological bases of creativity but have moved towards cracking an age-old mystery: the relationship between genius, madness and the doors of perception."

There’s also a role played by stress, though it only comes out in the paper (and in the FuturePundit post), not in the press release. Release of the stress hormone corticosterone lowers latent inhibition. So stress sends the brain into a state where it will examine factors in the environment that it normally ignores, thus allowing for the discovery of solutions to the stress-causing problem - solutions that would be ignored in normal and less-stressed circumstances.

Is this why we sometimes feel as though we're more creative under deadline stress (although studies have shown we’re not really more creative under those circumstances)?

Then, of course, stress overload causes information overload and then presumably psychosis starts. Or perhaps this is where depression comes from? A natural response to an overload of problem-solving stimuli, causing pattern-recognition and discernment responses to short-circuit?

So what is the effect of Prozac and the other SSRI drugs on this tendency for decreased latent inhibition? Would these medications decrease creativity by increasing latent inhibition, or would they increase creativity by increasing ability (or at least restoring your natural ability) to handle external stimuli?

I realize I have more questions than answers here, and I promise I’ll share answers with you if I find any. Meanwhile, you can see a .PDF of original paper here. The study was also published in the September 2003 issue of the Journal of Personality and Social Psychology.

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