Creativity and Discovery as Blind Variation: Campbell's (1960) BVSR Model after the Half-Century Mark

Abstract

This article assesses and extends Campbell's (1960) classic theory that creativity and discovery depend on blind variation and selective retention (BVSR), with special attention given to blind variations (BVs). The treatment begins by defining creativity and discovery, variant blindness versus sightedness, variant utility and selection, and ideational variants versus creative products. These definitions lead to BV identification criteria: (a) intended BV, which entails both systematic and stochastic combinatorial procedures; and (b) implied BV, which involves both variations with properties of blindness (variation superfluity and backtracking) and processes that should yield variant blindness (associative richness, defocused attention, behavioral tinkering, and heuristic search). These conceptual definitions and identification criteria then have implications for four persistent issues, namely, domain expertise, ideational randomness, analogical equivalence, and personal volition. Once BV is suitably conceptualized, Campbell's theory continues to provide a fruitful approach to the understanding of both creativity and discovery.