The 5 Ps of Creativity: Adding Purpose to the Process of Co-Creation

The 5 Ps of Creativity: Adding Purpose to the Process of Co-Creation

Creativity is often hailed as the answer to today’s most complex challenges, yet understanding what ignites the creative spark can be elusive.  One of the most cited works defining creativity is Mel Rhodes’ 1961 article, “An Analysis of Creativity.” In this seminal piece, Rhodes analyzed 40 definitions of creativity and 16 definitions of imagination, eventually formulating the 4 Ps framework for understanding creativity.

Rhodes wrote,

“… as I inspected my collection I observed that the definitions are not mutually exclusive. They overlap and intertwine. When analyzed, as through a prism, the content of the definitions form four strands. Each strand has unique identity academically, but only in unity do the four strands operate functionally.  One of these strands pertains essentially to the person as a human being. Another strand pertains to the mental processes that are operative in creating ideas. A third strand pertains to the influence of the ecological press on the person and upon his mental processes. And the fourth strand pertains to ideas. Ideas are usually expressed in the form of either language or craft and this is what we call product. Hereafter, I shall refer to these strands as the four P’s of creativity, i.e., (1) person, (2) process, (3) press, (4) products.”

His framework outlined the importance of having the right people in the room, of having an organized structure or process for how to work, having a product or an outcome in mind, and creating the press — the right physical environment as well as trust and emotional safety — to produce a creative result.  This suggests that with the right conditions, creativity isn’t just an abstract gift but a quality that can be cultivated and harnessed.

Photo by Jamie Street on Unsplash

 Building on Rhodes’ 4 Ps with a 5th: Purpose

At Inclusive Innovation, we leverage these creative processes and tools to solve complex challenges by facilitating the co-creation of solutions. Our unique approach centers around the inclusion of stakeholders, especially those often excluded from such conversations. These stakeholders might include policy makers, NGOs, funders, impacted community members, local knowledge holders, indigenous groups, researchers, government employees, development professionals, and local businesses.

However, one major challenge we face in co-creation is managing competing personal agendas. Different stakeholders often bring interests that seem to conflict, creating barriers to progress. Rhodes’ 4 Ps framework – person, process, press, and product – absolutely helps us to set the stage for productive collaboration, but it does not explicitly address the need for alignment among a group of diverse participants. Through our work, we have identified a 5th element that is essential to successful collaboration: purpose.

Purpose acts as the glue that binds diverse groups together. When facilitating conversations among stakeholders, the key to overcoming individual agendas is to start by crafting a shared goal – a larger purpose or vision that serves everyone at the table. This unifying purpose is what inspires participants to set aside their individual interests and work collaboratively toward an outcome that benefits all.

The Journey of Co-Creation: A 5 Ps Analogy

In our collaborative sessions, we often use the analogy of a journey to represent the co-creation process:

– The destination represents the product – the desired outcome

.

– The drivers and passengers are the people – those in the room.

– The vehicle represents the process – the methods and tools we use to facilitate collaboration.

– The road represents the press  – the environment or external influences that shape our efforts.

However, no journey can begin without fuel. In our analogy, that fuel is purpose. It is the shared motivation that propels us forward, ensuring that we all travel in the same direction toward a common goal.

Photo by 2Photo Pots on Unsplash

Creativity, as outlined by Rhodes’ 4 Ps framework, is fundamental to anyone working in the field of creativity or solving complex challenges. Yet, in the real-world practice of co-creation, we’ve found that adding this 5th P – purpose – is essential for aligning diverse stakeholders and driving meaningful progress. Only by grounding our efforts in a shared purpose can we truly unlock the power of creativity and co-creation to build solutions that work for everyone.

This article written by Ismet Mamnoon & Maggie Dugan

Go Further:

Read Rhodes original article, An Analysis of Creativity (Phi Delta Kappan, 42(7), 305–310, 1961).  Learn more about the 4Ps and Mel Rhodes here, here and here.  And exploring what we mean by press: fostering creative environments for academics and environments for productive meetings.  Thoughts about distinguishing purpose from meaning and impact.