脑海里没了新创意怎么办?

这种“定向钻取”的优势如下:

* It provides access to a large-cross section of a well, instead of just a narrow, vertical shaft.

提供了一个大的油井截面，而不只是一个狭长竖井。

* It makes it possible to reach oil deposits that can't be reached vertically - like those under a town or a lake.

让人们可以获得在垂直方向上无法获取的石油资源，比如在城镇下方或湖下。

* It reduces the number of times oil rigs need to be moved. When one well runs dry, another can be drilled in another direction (instead of moving to a new spot).

减少了石油井架的搬运次数。当一口井干了，可以朝另一个方向钻新井（而不用挪到一个新的地方）。

Drilling horizontally opens up new oil resources that would otherwise go untapped. In other words, it can make dry wells fruitful again.

水平钻井法能获取原来无法获取的新的石油资源。换言之：这个方法让干枯的油井再一次充盈。

As creative thinkers, you can benefit from the exact same strategy. When your well goes dry, it's likely because you've been heading relentlessly in the same direction and drawing ruthlessly on your resources. This is the first thing people do when times are tough.

作为有创造力的人，你完全可以得益于这一策略。 你的“井”干枯可能是因为你一直都在不停地朝着同一个方向前进，“无情地”开采你的智慧资源。这是在困难时期人们立刻会去做的一件事。

The the oil companies can tell you why: it's because drilling straight down is a lot easier.

石油公司知道你为什么会这么做：因为垂直钻井容易多了。

But that well will eventually run out - and probably right when you need it. That's why it's important to be able to think "directionally" as well.

但是，那口井最终要干涸，而且很可能正当你需要它的时候，它就干涸了。这就是为什么发散思维也一样很重要。

So here are three ways you can start drilling your idea well horizontally:

下面的3个方法让你可以“平行钻探”创意之井:

1. Take a break and do something different for a while. Sometimes giving your brain a break will result in tons of creativity. That's why so many people get their best ideas when they're doing something else.

1. 休息一会儿，做些别的事情。有时休息过后，创造力会大量涌现。这就是为什么那么多人在做别的事情时想到了最好的点子。

But if that's not an option because you need ideas now...

但是如果这个方法行不通，因为你现在就需要想出个点子，那么......

2. Use a creativity technique designed to break you away from your normal thinking pattern. The Random Word technique, for example, will stretch your brain in many directions when it tries to associate a completely unrelated word with your challenge. So when you're stuck, try some Lateral Thinking, or get a Whack on the Side of the Head.

借助一种专门用来打破正常思维模式、激发创造力的技巧。例如一种叫做Random Word的方法能让你思维向各个方向伸展，你能将完全不相关的词形成关联。所以，当你困住的时候，尝试一下Lateral Thinking或Whack on the Side of the Head.

But if you feel like you're totally out of ideas and just want them to be given to you...

可是如果你感到江郎才尽，只希望被动地得到一些点子，那么......

3. Make your challenge generic and steal ideas from other areas. Velcro came from the hooks that stuck burrs to a dog's fur. Roll-on deodorant uses the same technology as the ballpoint pen. Figure out what you need to accomplish, and look for others who are doing the same thing... somewhere else.

让你的挑战“一般化”，然后从其他领域“窃取”点子。维可牢尼龙搭扣源自带倒刺的刺果，它们会粘在狗毛上； Roll-on 除味剂采用的技术和圆珠笔一样。了解自己要达到什么目标，在其它领域寻找同样的事物。

All three of those strategies will take your mind to new places and will break through your mental block. They work because they're not hammering away in the same direction over and over again - they're drilling out a new direction of thinking.

这三种策略将让你的思维带入新领域，将打破你的思维框。它们奏效是因为它们没有在朝一个方向不停锤打——而是朝一个新方向钻探。

So, even when times are tough and your idea well seems like it's reached rock bottom, it doesn't mean all hope for creativity is lost. It simply means you need to get rid of your tunnel vision and start searching in other directions.

所以，即便时局艰难，你觉得创意已经到了山穷水尽的地步，这并非没有希望再发挥创造力。这仅仅说明你不能做“井底之蛙”，而需要朝其它方向搜索。