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Design Creativity 2010 part 7. What is ‘design creativity’? It is impossible to answer this question without considering why human beings can – and do – ‘design’. Design creativity is instrumental in not only addressing social problems faced across the world, but also evoking an innate appreciation for beauty and a sense of personal contentment. | Motivation as a Major Direction for Design Creativity Research Amaresh Chakrabarti Indian Institute of Science Bangalore India Abstract. This paper views products of designing as outcomes of the effects of knowledge i.e. product knowledge and flexibility i.e. process knowledge with which to structure and modify product knowledge both of which influence and are influenced by motivation. While knowledge aspects received substantial attention in the past motivation received far less attention. This paper argues that design creativity research should focus on this area identify major motivational factors their relationships how they affect design creativity and how this understanding could be used to enhance creativity education and practice. Keywords Design creativity motivation creative lineages milieus individuals 1 Introduction In his famous bestseller Outliers Malcolm Gladwell Gladwell 2008 identifies the broad influences on what makes people successful which could be classified into ability opportunity and effort. Taking examples of people from diverse areas such as Beatles in music Bill Gates in business or Joe Flom in law he argues that while ability is an essential ingredient for success opportunity plays a significant role. Opportunities include for Bill Gates for instance to have affluence of his parents to put him in the Lakeside school where only the most privileged could join the exclusive computational facility at Lakeside school in Seattle where he studied to work on these computers for long hours at the school or the opportunity that arose due to development in 1975 of a minicomputer kit called Altair 8800 the year Bill Gates turned 21 - the right age to take advantage of the resulting PC revolution access Also it is crucial Gladwell argues to have put in substantial effort in his estimate about 10 000 hours into preparing for and working towards exploiting the opportunity. Inspired by the work of Lewis 1981 we had earlier proposed three broad baskets
