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Generating and developing ideas constitute centerpieces for innovations processes, idea creation methods and techniques most urgent in their initial phases processes, though the need is no less in subsequent phases. Those early phases, however, allow for more deviant ideas, characterized by more of ambiguity and uncertainty. This is an innovation process theme that is recognized as among those least understood.

Through comparative studies of seven groups from three different practices, their interactions in idea development and problem solving, a deeper understanding of descriptive languages and modus operandi has been acquired. The research was carried out in three settings: brainstorming in industrial design, musical improvisation and dialogue seminars with participants representing industrial design and music, respectively. The compilation of the three practices’ contributions results in a conceptual framework. It includes such concepts as, for example, ‘momentary formation’, ‘temporary epistemology’ and ‘the play with semantic key signature’. Those concepts give examples of the reconsidering of creative group processes, relative to previous frameworks, that is a result of these studies. From the perspective of group idea, individuals’ creative processes might be perceived as the searching for the different or the deviant while we suggest that group creativity is enhanced throughits members’ abilities to preserve their own perspectives and thought styles. Group creativity is based on a willingness to focus on the central group idea while simultaneously maintaining individual thought styles.

A creative group’s way of forming and mediating ideas, its modus operandi, is referred to as its description language. The importance of descriptive languages driving mechanism for creative group processes should be seen in the perspective of fundamental social cognition processes.

The problem area is mapped through the strategic use of different descriptive modus. Groups employ iteration as a strategy for stimulating collective reflection, that is, to think about the problem again but in other ways. We argue that critical thinking and the ability to make critical judgements is an important driving force in the creative groups’ iterative processes: criticism makes reconsideration meaningful. Different types of criticism are discussed, as is how they interact with groups’ idea development and creative processes.

This research project has resulted in a deeper understanding of the relay race of initiatives that characterizes the interactions in groups solving problems and developing ideas. The project has developed an awareness of which descriptions that stimulate group creativity.