Uploaded July 2026 | Updated September 2026, 2 weeks ago
Most of us start our creative process by brainstorming. One expert says that’s the exact wrong thing to do.
Before archaeologists dig, they study the terrain: where discoveries have been made, what belongs where, and what clues to look for. Creativity works the same way.
This season on our podcast, Lavin Voices, we sat down with cognitive scientist George Newman, author of How Great Ideas Happen and Associate Professor of Organizational Behaviour at the University of Toronto. In this clip, he explains why strong ideas begin with orientation—not invention—and how developing a deeper understanding of your field helps you notice opportunities that everyone else misses.
George is a Lavin Exclusive Speaker whose research reframes creativity as a process of discovery. In practical, research-backed keynotes, he gives audiences a repeatable method for finding better ideas, solving harder problems, and approaching innovation with greater confidence.
Enjoyed this clip? Watch the full episode and learn more about George at the link in bio!
Most of us start our creative process by brainstorming. One expert says that’s the exact wrong thing to do.
Before archaeologists dig, they study the terrain: where discoveries have been made, what belongs where, and what clues to look for. Creativity works the same way.
This season on our podcast, Lavin Voices, we sat down with cognitive scientist George Newman, author of How Great Ideas Happen and Associate Professor of Organizational Behaviour at the University of Toronto. In this clip, he explains why strong ideas begin with orientation—not invention—and how developing a deeper understanding of your field helps you notice opportunities that everyone else misses.
George is a Lavin Exclusive Speaker whose research reframes creativity as a process of discovery. In practical, research-backed keynotes, he gives audiences a repeatable method for finding better ideas, solving harder problems, and approaching innovation with greater confidence.
Enjoyed this clip? Watch the full episode and learn more about George at the link in bio!
