What happens to creativity when those who use a particular thinking style tried a different approach? Getty Images

Creativity is an essential ingredient in problem-solving, and the importance of "thinking outside the box" has been stressed in nearly every context imaginable, business or otherwise. But that mantra assumes — wrongly — that we all start off thinking inside the same sort of cognitive box.

Instead, each person has a distinctive cognitive style: some of us, for example, are more intuitive, and others approach the world more rationally. What happens to creativity when those who use a particular thinking style tried a different approach?

Rice Business Professor Erik Dane decided to investigate. Along with colleagues Markus Baer of Washington University in St. Louis, Michael Pratt of Boston College, and Greg Oldham of Tulane University Dane studied typical thinking styles, rational versus and intuitive, and how resisting the most familiar one can affect creativity.

Rational thinkers, the professors noted, learn information deliberately and engage in thoughtful analysis. They depend on a linear, or sequential, way of processing information. Intuitive thinking, meanwhile, is an unconscious way of processing information. It's essentially the opposite of rational thinking: quick and holistic, rather than deliberate and comprehensive.

When a rational thinker faces a problem, her mind goes through multiple stages, tapping relevant mental data bases and coming up with alternative solutions. Her mind evaluates and refines these scenarios to choose the best possible solution to the problem.

An intuitive thinker, on the other hand, goes with his gut. Many researchers believe this type of thinking sparks creativity because it integrates so many different pieces of experience.

To explore what happens when one type of thinker follows a different approach, Dane and his fellow researchers colleagues gave test subjects a scenario. How could they get more students to come into a gift shop? Participants first had to come up with ideas using either an intuitive or a rational problem-solving approach. Then they filled out a short questionnaire. Afterward, the professors evaluated the ideas as creative or not creative, based on originality and usefulness.

When a participant wasn't used to rational thinking and had to problem-solve using a more rational approach, he or she came up with more creative ideas, the researchers found. This, the researchers said, suggests it's worth encouraging intuitive thinkers to change up their problem-solving style to come up with new ideas.

Curiously, it's relatively easy to influence a person's cognitive approach to a problem, the researchers found. At the same time, the research didn't suggest that either approach — rational or intuitive thinking — was inherently better than the other. In fact, they wrote, future research on the topic ought to analyze what happens when subjects are encourage to take a hybrid rational-intuitive approach.

In the meantime, whether you're trying to lure customers to your new coffee shop, or figuring out the best ending to your crime novel, try attacking the problem with the thinking style that's least familiar to you. To truly think outside the box, the first thing to do is peer over the side to see what style of thinking most often boxes you in.

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This article originally appeared on Rice Business Wisdom.

Erik Dane is an associate professor of management at the Jones Graduate School of Business at Rice University.

Researchers found that there's still very little conceptual explanation for how individual creative attempts become organizational innovation. Getty Images

Researchers find there's not much data on how creativity becomes change in the workplace

Houston Voices

Innovation and creativity are crucial tools that all businesses need in order to prosper. Research into how these tools work covers a broad area and crosses various disciplines. In the past, much of this research has been divided: One side looked at innovation, which focuses on how ideas are implemented, while the other examined creativity, which focuses on coming up with new ideas. Rice Business Professor Jing Zhou and colleagues addressed this divide by reviewing research going back a little more than a decade, looking for key measures that could be used as guidelines for future research.

Zhou and her colleagues began their work by reviewing the practical and theoretical perspectives of innovation and creativity in the workplace. They then created a framework for future research after identifying prominent theories.

Before getting started, however, they needed clear definitions for both innovation and creativity. Creativity, Zhou proposed, centers on idea generation. It's the first step toward innovation. Innovation, she concluded, stresses the implementation of ideas. This happens at different levels: individual, team, organization, or across multiple levels.

At the team level of innovation, research has progressed significantly, the authors found. They suggest that researchers now focus on other aspects of team-level research, such as team environment, leadership and facilitators of workgroups.

At the organizational level, Zhou and her colleagues found that numerous studies looked at the factors that influence innovation. But, they concluded, there's still very little conceptual explanation for how individual creative attempts become organizational innovation.

The team's review reveals the enormous strides that researchers have made in the field of creativity and innovation in recent years, and clarifies how their studies have been used by different organizations.

Despite advances in the field, however, there are still shortcomings. Many studies, for example, are hampered by problematic research approaches. Some lack theoretical groundwork and few take an inclusive approach to multi-level studies.

Zhou and her colleagues argue that addressing these limitations would be a tremendous leap forward in understanding creativity and innovation in the workplace. Without innovation, companies can't prosper and progress. The same holds true for academic research into these lifelines of business success: It will need to expand and dig deeper or cease to be relevant in practice.

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This article originally appeared on Rice Business Wisdom.

Jing Zhou is the Houston Endowment Professor of Management and Director for Asian Management Research and Education at Jones Graduate School of Business at Rice University.

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Houston health tech startup secures $27M in financing

money moves

A virtual health care and analytics provider startup has closed its latest round of funding for a total of $27 million in financing.

Medical Informatics Corp. closed a $17 million series B co-led by Maryland-based Catalio Capital Management and California-based Intel Capital. The financing also includes an additional $10 million in debt led by Catalio through Catalio’s structured equity strategy, according to a news release.

“We are excited to have had this round co-led by Catalio and Intel Capital," says Emma Fauss, CEO and co-founder of MIC, in the release. "Catalio brings significant financial and technical resources, while Intel Capital possesses strong operational and industry experience, and we look forward to continuing to leverage both firms’ expertise as we continue to scale.”

MIC created an FDA-cleared virtual care platform, called Sickbay, that gives health care providers and hospitals away to remotely monitor patients in any setting with vendor-neutral real-time medical device integration, workflow automation and standardization.

“We have seen an increased demand for our solution as our clients face significant staffing challenges and are looking for ways to amplify and empower their workforce," Fauss says in the release. "Some of the largest health care systems in the country are standardizing their infrastructure on our Sickbay platform while consolidating IT spend."

Other participants in the round included new investors TGH Innoventures, Tampa General Hospital’s innovation center and venture fund, and Austin-based Notley — as well as existing investors San Francisco-based DCVC, the Texas Medical Center, and nCourage, a Houston-based investment group.

As a part of the round, two individuals from Catalio will join the board at MIC. Jonathan Blankfein, principal at Catalio will join the board of directors, Diamantis Xylas, head of research at Catalio, will join as board observer.

“Health care systems’ need for high-caliber, cost-saving, data-driven technology is only going to increase, and MIC’s proprietary platform is perfectly positioned to address some of the most critical clinical challenges that health care organizations face,” says Blankfein in the release. “We look forward to continuing to support MIC’s strong team as it continues to deliver better outcomes for health care organizations and patients alike.”

Amid the pandemic and the rising need for remote care technology, MIC scaled rapidly in the past two years. The company will use the funding to continue fueling its growth, including hiring specialized talent — deep product specialists and client engagement teams — to support long-term strategic partnerships.

“One of the main barriers to advanced analytics in health care is the siloing of data and today there is a significant need for a platform to enable flexible, centralized and remote monitoring at scale and on demand,” says Mark Rostick, vice president and senior managing director at Intel Capital, in the release. “Medical Informatics is setting a new standard of health care by removing these data silos for health care providers of all sizes and transforming the way patients are monitored from hospital to home with real-time AI.”

Innovation pioneers on why Pumps & Pipes is so uniquely Houston

A Day of Discussion

Pumps & Pipes 2022, Houston’s premier innovation event, is rapidly approaching on December 5 from 8 am-3 pm at the Ion.

Leading up to this exciting event, InnovationMap spoke with several of the speakers representing various industries to ask them, "What makes Pumps & Pipes uniquely Houston?"

Here are their responses:

Dr. Alan Lumsden, chair of cardiovascular surgery at Houston Methodist and Pumps & Pipes founder:

“…What can we learn from one another? What is inside the other person’s toolkit? A lot of solutions are already out there but sometimes we don’t have the ability to see into their toolkit. This has become the driving force behind Pumps & Pipes throughout the last 15 years…”

Dr. Lucie Low, chief scientist for microgravity research at Axiom Space:

“‘Houston, we have a problem’ — everyone knows Houston as a major player in the aerospace industry as highlighted by this famous quote from Apollo 13. What people may not know and what is exciting to me about Houston are the opportunities for collaboration with other industries that can help drive our mission to build communities of healthy humans in space. With the largest medical center in the world right next to Johnson Space Center, Houston is a prime city for innovation at the intersection of medicine and space.”

David Horsup, managing director of technology at OGCI Climate Investments:

“The remarkable diversity of thought, culture, and expertise that exists in Houston creates an incredible cauldron for innovation. The city has been the leading light in pushing frontiers in energy, aerospace, and medicine for many years, and Pumps & Pipes is a powerful ‘node’ for some of the brightest minds across these industries to connect, collaborate, and innovate. I am extremely excited to see how Houston is pivoting to embrace the challenge that climate change is presenting, and the city will play a defining role going forward.”

Purchase tickets for Pumps & Pipes here and follow Pumps & Pipes on social media at LinkedIn, Twitter, and YouTube.

Houston startup founders report on clean energy tech efficacy

seeing results

A team from Rice University has uncovered an inexpensive, scalable way to produce clean-burning hydrogen fuel.

In research published this month in the journal Science, researchers from Rice’s Laboratory for Nanophotonics, in partnership with Syzygy Plasmonics Inc. and Princeton University’s Andlinger Center for Energy and the Environment, detail how they converted ammonia into carbon-free fuel using a light-activated catalyst.

The new catalyst separates the liquid ammonia into hydrogen gas and nitrogen gas. Traditional catalysts require heat for chemical transformations, but the new catalyst can spur reactions with just the use of sunlight or LED light.

Additionally, the team showed that copper-iron antenna-reactors could be used in these light-driven chemical reactions, known as plasmonic photocatalysis. In heat-based reactions, or thermocatalysis, platinum, and related precious (and expensive) metals like palladium, rhodium, and ruthenium are required.

“Transition metals like iron are typically poor thermocatalysts,” Naomi Halas, a co-author of the report from Rice, said in a statement. “This work shows they can be efficient plasmonic photocatalysts. It also demonstrates that photocatalysis can be efficiently performed with inexpensive LED photon sources.”

Halas, Rice's Stanley C. Moore Professor of Electrical and Computer Engineering, was joined on the project by Peter Nordlander, Rice’s Wiess Chair and Professor of Physics and Astronomy, and Rice alumni and adjunct professor of chemistry Hossein Robatjazi. Emily Carter, the Gerhard R. Andlinger Professor in Energy and Environment, represented Princeton University.

“These results are a great motivator," Carter added. "They suggest it is likely that other combinations of abundant metals could be used as cost-effective catalysts for a wide range of chemical reactions.”

Houston-based Syzygy, which Halas and Nordlander founded in 2018, has licensed the technology used in the research and has begun scaled-up tests of the catalyst in the company’s commercially available, LED-powered reactors. According to Rice, the test at Syzygy showed the catalysts retained their efficiency under LED illumination and at a scale 500 times larger than in tests in the lab setup at Rice.

“This discovery paves the way for sustainable, low-cost hydrogen that could be produced locally rather than in massive centralized plants,” Nordlander said in a statement.

Earlier this month, Syzygy closed its $76 million series C round to continue its technology development ahead of future deployment/

Houston is home to many other organizations and researchers leading the charge in growing the hydrogen economy.

Earlier this year, Mayor Sylvester Turner announced he's determined to position the city as hub for hydrogen innovation as one of the EPA's Regional Clean Hydrogen Hubs. Organizations in Texas, Southwest Louisiana and the surrounding Gulf Coast region, known and HyVelocity Hub, also announced this month that it would be applying for the regional funding.

And according to a recent report from The Center for Houston's Future, the Bayou City is poised to "lead a transformational clean hydrogen hub with global impact."