ABSTRACT
This chapter provides guidance for using the mental imagery method to enhance the processes of developing creative projects, an umbrella term encompassing artistic products such as works of literature and work-related projects such as businesses. Drawing on conceptual metaphor theory, a case is made for the selection of the image of a building as the most suitable symbolisation of creative and work-related projects. Detailed instructions and guidance are presented for eliciting and working with this image including a discussion of a range of common issues that might arise in this work, all of which are copiously illustrated with case vignettes. The discussion includes the process of imagery interpretation and the type of insights it can deliver into the person’s creative project development. An illustration is provided in the form of an extended case vignette of the processes of meaning-making when dealing with complex imagery. Attention is paid throughout to the use of the Interactive Communicative model of mental imagery as a helpful framework for thinking about the various functions of mental imagery. The author considers how the building image may be used effectively for a range of issues, including: identifying negative attitudes that are impeding the development of a project; and shedding light on early formative conditions that are implicated in the processes of creativity. It also discusses other types of structural imagery apart from buildings that arise in response to the initial visualisation procedure. The chapter ends with an extended case vignette of this type of nonconventional imagery that illustrates the use of the imagery as a site for ongoing work for developing a business project. This case vignette demonstrates the use of the monitoring function to track changes in the imagery as the business went through a period of development as well as examples of effective rescripting interventions.
