CHAPTER 1

INTRODUCTION TO
CREATIVITY AND
INNOVATION
Learning Outcomes
Define CREATIVITY, INNOVATION and

INVENTION.

List down three (3) types of CREATIVITY.

Discuss the relationship between CREATIVITY,

INNOVATION and INVENTION.

Discuss the important roles of CREATIVITY and

INNOVATION in entrepreneurial organizations.

List down the creative support organizations in

Malaysia.

Identify the roles of the creative support

organizations in Malaysia in fostering

CREATIVITY and INNOVATION.

 What is CREATIVITY?
T h e act of t u r n i n g n ew a n d i m a g i n a t i v e i d eas into
r e a lity.
It is characterized by the ability to perceive the
world in new ways, to find hidden patterns, to
make connections between seemingly unrelated
phenomena, and to generate solutions.
 Types of Creativity

ABILITY ATTITUDE PROCESS

You have to imagine and invent You have to accept changes and newness, Continually improve ideas and

something by combining, changing, a willingness to play with the ideas and solutions, by making gradual

or existing ideas. possibilities, a flexibility of outlook, the habit alterations and refinements to

of enjoying good, while looking for ways to their works.

improve it.
 CREATIVE METHODS
EVOLUTION Two or more existing ideas into
a third, new ideas, new solutions
from previous one. Example:
Incremental improvement.
SYNTHESIS story book with VCD / story book
New ideas from other ideas, with sounds.
Look at something old in a
new solutions from
previous one, Example: Car REVOLUTION different way. Discover how
something can be re-applied.
technology / digital
technology.
A completely different idea. REAPPLICATION
Doing things differently.

CHANGING
Attention is shifted from DIRECTION
one angle of a problem to
(CREATIVE
another.
INSIGHTS)
 What is INNO
VATION?
Change that
It is viewed as the application creates a new
of better solutions that meet dimension of The process of transforming into reality
new requirements, unarticulated performance - which a new invention, a change, or
needs, or existing market needs. Peter Drucker enhancement in a certain process,
technology or utilization of new inputs
which all of these activities will lead to
the creation of social and economic
The implementation of value. - Dahlan
creative inspiration.
 TYPES OF INNOVATION

PRODUCT PROCESS MARKETING ORGANIZATIONAL

INNOVATION INNOVATION INNOVATION INNOVATION
The introduction of a The implementation of The implementation of a The implementation of
good or service that is a new or significantly new marketing method a new organizational
new or significantly improved production or involving significant method in the firm's
improved with respect delivery method. changes in product design business practices,
to its characteristics or or packaging, product workplace organization
intended placement, product or external relations.
promotion or pricing.
 PONDER ON THIS
WE CAN' T SOLVE
PROBLEMS BY USING THE
SAME KIND OF THINKING
WE USED WHEN WE
CREATED THEM.
- ALBERT EINSTEIN
What i
s INVE
NTION
a de v i c e o r ?
i n g s u c h a s o r m a d e
o m e t h r e a t e d
It is s t h a t h a s b e en c t in g or m a k in g
o c e s s o f c r e a
p r t h e p ro c e s s g ou t a w a y t o d o
u p , o r e t h i n g o r f i g u ri n i n g .
up som s o m e t h
E x a m p le s
:
process oA new type of
c o m p u t e f i n v e n t i n g a c o m p u t e r, T
r, A s t o ry n ew t y p h e
m a d e u p t h a t i s c re a t e e o f
a n d e t c . d or
Muslim Inventions
 Muslim Inventors

Ism
ail a
fath l-Jaza
er o ri -
- f ro the
r na s bot
i b n Fi ics
s ne
Abba g machi
in
a fly

Ibn al-Haitham -
Abul Qasim Khalaf ibn
revolutionized optics
al-Abbad al-Zahrawi -
Surgery tools
 CREATIVITY
Creativity is the act of channeling imagination into something concrete. It is the
very first stage of design, where ideas start to actually take form, and a plan can
be developed.
Using the example of Uber, creativity was necessary in producing the concept of
Relationship ride sharing and of making driving jobs accessible to any individual.
Another example can be the Google Glass, which although were very creative at
between the time (new, different in the market), were not necessarily innovative
(monetary return over investment made by the company).
CREATIVITY, INNOVATION
Invention is the physical creation of a new concept or idea.
INNOVATION Examples of invention are product designs, business models, or working
prototypes. Uber channeled invention in creating a solid and working business
and model, based upon the ideas they had formed in the creation stage. Invention
cannot occur without creativity, but just creativity is not enough to properly
INVENTION develop an idea.
INVENTION
Innovation ties everything together in business. It involves turning an invention
into a commercial success and encouraging its widespread use. This is the stage
where bold ideas, once properly developed, are brought to the public eye. This is
what Uber has achieved, now that its product is in use all over the world and
benefits people everywhere.
CREATIVE SUPPORT ORGANIZATIONS
AND THEIR ROLES

YAYASAN MAJLIS INTELLECTUAL MALAYSIAN

INOVASI REKABENTUK PROPERTY ASSOCIATION
MALAYSIA MALAYSIA ORGANIZATIONS OF CREATIVITY
Vision - to promote and a think tanker and an OF MALAYSIA AND
inculcate creativity and
innovation among
advisor to evolve
innovative designs To respond to the
INNOVATION
Malaysian citizens, among Malaysians, development of a network for creative
especially targeting youth ensure that we are on intellectual property at thinkers which provides
and children, women, old par with the domestic and global workshops courses and
folks, people with international levels. training to whom need
disabilities and non- standards. the knowledge.
government
organizations.
CREATIVE SUPPORT ORGANIZATIONS
AND THEIR ROLES
MALAYSIAN
GLOBAL
INNOVATION &
CREATIVITY
CENTRE (MAGIC)
Vision - to make Malaysia
the startup capital of Asia.
Mission - to catalyst the
entrepreneurial
ecosystem in Malaysia,
and increase the number
of enduring, high-growth
startups that will succeed
on a regional and global
scale.
MINISTRY OF
SCIENCE,
TECHNOLOGY
AND INNOVATION
(MOSTI)
Explore, develop, and
utilize STI to generate
knowledge, create
wealth and ensure
societal well-being
towards achieving a
competitive, sustainable
abd inclusive high
income economy.