What is Creative Problem Solving (CPS)?
Creative Problem Solving (CPS) is a scientifically validated framework for solving complex problems by deliberately alternating between creative and critical thinking. The method structures the thought process into four components and eight phases—from understanding the challenge to planning implementation—and is guided by a facilitator who alternately leads the team to diverge (generate many options) and converge (select the best options). Teams working with CPS generate 400 to 600% more actionable ideas than teams that brainstorm in an unstructured manner.
From Osborn to CPS 6.1: Seventy Years of Research
Creative Problem Solving is not a recent management fad. Its foundations were laid in the 1950s by Alex Osborn—the advertising pioneer who also coined the term “brainstorming”—together with Sidney Parnes. Their insight: creativity is not a mysterious gift, but a process that can be structured and trained.
Since then, the framework has been continuously refined based on empirical research. Scott Isaksen, Don Treffinger, and Brian Dorval refined the model into its current version, CPS 6.1™, which replaced the linear step-by-step plan of the past with a flexible, needs-driven framework. Whereas older versions guided every group through the same fixed sequence, CPS 6.1™ begins with a diagnosis: which phase does this specific problem, with this specific group, require at this specific moment?
This research tradition sets CPS apart from most innovation methods: it is underpinned by dozens of peer-reviewed studies, and its effectiveness has been measured in healthcare, education, the nonprofit sector, and the business world.
What Sets CPS Apart from Regular Brainstorming
Brainstorming is just one technique within one phase of CPS. The complete framework adds three elements that standalone brainstorming sessions lack:
Processes before and after the ideas. Without a clear problem definition, you’ll be brainstorming about the wrong issue; without an action component, the flip charts will end up in a closet. Research on CPS implementations shows an increase in effectiveness from idea to launch from 8% to 22%, up to 88% lower idea development costs, and R&D lead times cut in half.
A trained facilitator. A certified CPS process facilitator ensures a clear distinction between idea generation and focus, creates psychological safety, and tailors the process to the group. Learn more on our page about certified CPS process facilitators.
Focus on cognitive diversity. CPS 6.1 integrates the VIEW assessment of problem-solving styles, so that the facilitator understands how different team members adapt, process information, and make decisions—and tailors the process accordingly.
When should you use CPS?
CPS is most effective for open-ended, complex issues without a ready-made answer: a stalled strategic initiative, a product in need of innovation, a team going around in circles, or an organizational change that requires buy-in. You don’t need CPS for closed-ended problems with a single correct answer (such as a technical glitch or a calculation error)—but you do need it for anything where multiple paths are possible and people need to be on board.
Organizations use CPS in two ways: they hire an external process facilitator for crucial sessions, or they train their own employees to become certified CPS 6.1 facilitators so that the capability remains in-house.
Frequently Asked Questions
Is CPS the same as design thinking?
No. Both are structured innovation methods, but design thinking starts with user research and prototyping and is particularly strong in product innovation. CPS has a broader range of applications—from strategy to team conflicts—and has a longer tradition of scientific research. Read our comprehensive comparison of design thinking and Creative Problem Solving here.
How long does a CPS session last?
From half a day for a well-defined issue to multiple sessions for complex projects. The “Planning the Approach” component determines in advance which phases are necessary, so the group doesn’t waste time on steps that aren’t required by the problem.
Do I need a facilitator?
For simple applications, a trained team member may suffice. For high-stakes issues, large groups, or sensitive dynamics, a certified process facilitator makes all the difference—combining process architecture with neutrality.
Can I get certified in CPS?
Yes. o2c2 offers the CPS 6.1™ Facilitator Certification in Brussels: a four-day training program featuring real facilitation practice sessions, VIEW feedback, and membership in the community of certified professionals.