Creativity &

Innovation in
Entrepreneurship
From Creativity to Entreprenurship

2
 What is creativity?
The problem with creativity is that we
know it when we see it, but it is hard to
define.
Picasso
Les Demoiselles
DAvignon
Creative stuff

Frank Lloyd Wright

Charles Darwin

Michael Jordan

Ronaldo
 What do we mean by
Creativity?

the successful exploitation of new ideas

Entirely new ideas

Re-working of an old idea or the transferring

and embedding of existing ideas in to a new
setting
 Creativity
Applying a persons mental ability and
curiosity to discover something new
Relating previously unrelated things
Connecting things together in new and
different ways

"Being creative is seeing the same thing

as everybody else but thinking of
something different"
 What is creativity?
Creative behaviors possessing an
element of newness, novelty, and
difference (Herrmann, 1996)

Creativity is an act, an idea, or product

that changes an existing domain, or that
transforms an existing domain into a
new one, and creative person is whose
thoughts or actions bring these
changes. (Csikszentmihalyi)
 Creativity and Innovation
Creativity leads to innovation. Innovation will take place
only when there is a creative idea generation.

Innovation is about taking the creative/unique new idea and

turning it into something of value

Innovation is the specific instrument of entrepreneurship.

The act endows resources with a new capacity to create
wealth. Innovation, indeed, creates a resource. (P.
Drucker)
 Innovation
There are four distinct types of innovation, these are as
follows:

Invention - described as the creation of a new product,

service or process

Extension - the expansion of a product, service or

process

Duplication - defined as replication of an already existing

product, service or process

Synthesis - the combination of existing concepts and

factors into a new formulation
 Innovation
Schumpeter (1934) was first to point out the importance of
new value created by entrepreneurs.

More recently, Carland, Hoy, Boulton and Carland (1984)

extended and specified Schumpeters idea, saying that
entrepreneurs:
introduce new goods
introduce new services
introduce new methods of production
open new markets
open new sources of supply
re-organise industry.
 Creativity, Innovation,
Entrepreneurship
Innovation requires discipline and action to evaluate
the ideas, test them, modify them and then apply
them. It is through there disciplined and actions that
turn an idea into something of value.
Entrepreneurship is all about innovation

Innovation is economic or social, rather than a technical

term
 Creativity, Innovation,
Entrepreneurship
Creative entrepreneurs observed peoples
problem, and see opportunities. These
entrepreneurs then innovate by applying
creative solutions to peoples problems to
better enhance peoples quality of life.

Entrepreneurship is the commercialization of

creativity.
 Creativity, Innovation,
Entrepreneurship
Entrepreneurship occurs when an individual or organization:

a. Sees the potential in an idea that can be developed for the

marketplace or user groups

b. Is prepared to take the necessary risks to stir things up and

get things out of their neat or comfortable spaces

c. Has the skills (or access to them), confidence,

determination, and the funds (or access to them) to carry
out the innovation that is required to turn the idea into
reality.
 Creativity and Cognition
Creativity involves generation of new ideas
Boden
p-creativity: A new idea for a person
A person may come to a new realization
h-creativity: A new idea historically
Novel inventions are h-creative
Most of what we think of as creative is an
example of h-creativity.
h-creativity can be studied historically
You do not know when a creative event will happen
p-creativity can be studied
 H-creativity
We saw the dangers of looking at h-creativity
when we talked about insight.

There are many myths that grow up around great

inventions.
The significance of inventions is not realized until
much later
Stories must be told in retrospect.
People tend to dramatize the story.
 P-creativity
The ideas may not be h-creative
The same processes may be at work.
Questions:
Are creative ideas influenced by existing
concepts?
What will make people more creative?
How should creativity be judged?
Creativity and Concepts
Draw an animal that does not exist.

Novel animals may have many properties

of real animals

Often have bilateral symmery

Sense organs on head
Similar sense organs to humans.
Where do examples come from?
People select common concepts as examples
They seem to use specific items
When asked to create novel intelligent beings
Animals typically walk upright
Animals typically have two arms and two legs
People seem to be using humans as a basis.

Even sci-fi
authors and
movies seem to
have the same
constraints.
 What makes people more
creative?

A paradox
Forcing people into strange situations can
lead to higher levels of creativity
 Social Factors
Creativity is fostered by an environment
Creativity must be valued by a community
 Sources of New Ideas
Consumers
Informally monitor potential ideas and needs.
Formally arrange for consumers to express
their opinions.
Existing Products and Services
Analysis uncovers ways to improve offerings
that may result in a new product or service.
Distribution Channels
Channel members can help suggest and
market new products.
Methods of Generating New Ideas
(cont.)
Brainstorming
Allows people to be stimulated to greater creativity.
Good ideas emerge when the brainstorming effort
focuses on a specific product or market area.
Rules of brainstorming:
No criticism.
Freewheeling is encouraged.
Quantity of ideas is desired.
Combinations and improvements of ideas are
encouraged.
Methods of Generating New Ideas
(cont.)
Brainwriting
A form of written brainstorming.
Participants write their ideas on special forms
or cards that circulate within the group.
Problem Inventory Analysis
Consumers are provided with a list of problems
and are asked to identify products that have
those problems.
Results must be carefully evaluated as they
may not actually reflect a new business
opportunity.
How Creative Are
You?
Steps to Personal Creativity
1. Accept that you can be creative
2. Question traditional assumptions
3. Expand your problem-solving styles
4. Employ creativity techniques
5. Practice thinking in new ways
6. Learn when your creative thinking is best

Adapted in part from Higgins, James M. 1997. Escape From The Maze. New York: New
Management Publishing.
Pendidikan Kreativitas adalah Dasar
ENTREPRENEURSHIP
Thinking outside the
box
Future job
opportunities will focus
on creativity and
innovation, not rote or
repetitive tasks.

Time Magazine four "21st century skills."

HOME
Soal I :
Bagaimana cara menggaris tanp
Putus 4 x dan kesembilan bulata
Terkena ?
Jawab :
Keluar dari kotak !

Soal II :
Bagaimana kalau menggaris tanpa pu
3 x dan kesembilan bulatan terkena ?
Jawab :
Keluar lebih jauh dari kotak
!

Soal III:
Bagaimana kalau
menggarisnya hanya satu
kali saja ?
Jawab III :
Garisnya lengkung/lentur.

Alternatif lain :
Menggaris sekali dengan kuas
Yang amat tebal.
ILMUWAN MESTI KAMPIUN MENCARI ALTERNATIF
DAN MEMILIH ALTERNATIF TERBAIK

QUIZZ : Bagaimana mengatasi agar Menara Pisa

tidak ambruk
 DIBUAT
DIURUG PIZA UNTUK
DIPERKUAT DIBUAT MENARA
GANJAL
PIZA TANDINGAN
 Solve the problem
Remove three sticks to leave four
 XI + I =X
Soal : Bagaimana persamaan yang salah itu bisa
dibuat jadi benar,
Tanpa mengangkat/menggeser batang korek
api ?
Weigh the Odds

You have 50 coins of which one is slightly

heavier than all others. This weight
difference can be detected on a balance
scale

What is the least number of weighings

required to find the heaviest coin?
New Challenge
Four kids want to play a basket ball , yet they have
to purchase a ball? They agree to buy one-ball, the
price is expected to be Rp.75.000. As one of them
had no money at all, the other three kids had to
contribute Rp.25.000 each.
The kid with no money in hands was obliged to go
to a shop and was succesfully buy a basket ball of
only Rp.70.000
The remaining Rp 5.000 was then return to the 3-
contributing kids, each Rp.1000, while the
remaining Rp. 2000 was given to the kid with no
money contribution
More Exercise

Whats wrong with todays

Food and Drink
In Salatiga
Components of Individual Creativity

Creativity
Expertise Skills

C
Intrinsic
Motivation
Impact of the Work Environment
on Performance

What you CAN do: Talent

What you WILL do: Motivation

HOW you will do it depends upon your

intrinsic motivation

40
Developing Your Creativity
Recognizing Relationships
Looking for different or unorthodox relationships
among the elements and people around you.
Developing a Functional Perspective
Viewing things and people in terms of how they can
satisfy his or her needs and help complete a project.
Using Your Brains
The right brain helps us understand analogies,
imagine things, and synthesize information.
The left brain helps us analyze, verbalize, and use
rational approaches to problem solving.
 Diverging and Converging

Diverging thinking Converging thinking

Generating lots of options and Judging, assessing options,

ideas, making lists. focusing, making decisions.
Green light = speed Red light = brakes on!
These are two mutually exclusive mental activities
On average, it takes about 3,000 raw ideas to lead to a
commercially successful product or process

3000

2500

2000

1500
Ideas
1000

500

0
Initial Experiments Projects New
ideas product
43
Stevens & Burley, 1997
 Impact of the Work
Environment
Management
Work Resources
Practices
Environment I Innovation

Organizational
Motivation

Creativity
Expertise
Skills
C
Individual/Team Creativity
Creativity Task
Motivation

44
Arenas in Which People are Creative

Idea
Creativity

Spontaneous Material/product
Creativity Creativity

Types of
Creativity Organization
Inner Creativity
Creativity

Event Relationship
Creativity Creativity
 Business Creativity & Innovation
Framework (BCIF)

Product

Innovation
Marketing 4Ps
Process

People
46
 FourSight Preferences

Clarifier
Developer
Diagnostic
Thinking Evaluative
Ideator
Thinking
Visionary
Implementer
Thinking Tactical
Thinking 47
 The Most Common Idea Killers
1. Cant (said with a shake of the head and an air of finality).
2. Thats the dumbest thing Ive ever heard.
3. Yeah, but if you did that . . . (poses an extreme or unlikely
disaster case).
4. We already tried thatyears ago.
5. I dont see anything wrong with the way were doing it now.
6. Weve never done anything like that before.
7. Weve got deadlines to meetwe dont have time to consider
that.
8. Its not in the budget.
9. Where do you get these weird ideas?