Definition

yCreativity - is the ability to bring

something new into existence. y This definition emphasizes the ability , not the activity , of bringing something new into existence.

Creativity


Creativity (or "creativeness") is a mental process involving the generation of new ideas or concepts, or new associations between existing ideas or concepts. Creativity initiates a product, service or process that is useful, correct, appropriate and valuable. Attributes of creative people; curiosity, independence of judgment, flexibility, originality and tolerance for ambiguity.

Creativity (
y y

contd)

To ask the question, what is creativity? It is better to ask where is creativity. Creativity occurs at the intersection of three forces y The individual, with his or her intelligence, experience and dispositions y The domain of knowledge within which the individual has chosen to work , e.g. arts, science , business, etc. y The field or social context within which the merits of the work or product are evaluated or judged by critics, experts, organization or market.

Types of creative behavior

y

Three types of creative behavior

Creation; act of pure invention, that is making something out of nothing y Synthesis; creative act of joining two previously unrelated things, e.g bringing together the telephone and the computer y Modification; this occurs when a thing or process is improved or gains new application e.g. a change in design etc.
y

Creative process
y Ideas seldom materialize accidentally. y Ideas usually evolve through a creative process

whereby imaginative people, germinate ideas, nurture them, and develop them successfully. y Various labels have been applied to stages in the creative process, but most social scientist agree on five stages that we label as:
y y y y y

Idea Germination Preparation Incubation Illumination Verification

Am

l ft

creative rocess:
Preparation: Conscious search for knowledge
Rationalization

Idea Germination: The seeding stage of a new idea new idea Recognition

Incubation: Subconscious assimilation of information Fantasizing

Illumination: Recognition of ideas as being feasible Realization

Verification: Application or test to prove ideas has value Validation

Methods of Generating Business Ideas/Techniques for I proving the Creative Process

Brainstorming y A creativity technique used by groups to generate a large number of ideas for solving a problem. y Some basic rules: a. All members must contribute b. No criticism c. All ideas are captured

Methods of Generating Business Ideas/Techniques for I proving the Creative Process

Brainstorming Some basic rules: d. There should be a facilitator who writes ideas in brief. e. No repetition of ideas f. No idea is discarded all ideas are written down

Methods of Generating Business Ideas/Techniques for I proving the Creative Process

Focus Group Discussion y It involves an open and in-depth discussion of ideas led by a facilitator. y The group could have between 8 and 14 participants

Methods of Generating Business Ideas/Techniques for I proving the Creative Process

Mind Mapping y It is diagram that is developed to show how ideas, words, tasks, activities, objects are linked. y It is used in generating ideas, analysing a problem, classifying objects, or stimulating thinking about somthing.

Creativity Enhancers
y Elevating creativity importance throughout the

organizations y Offering tangible rewards to those generating ideas y Protecting people who make honest mistakes and are willing to learn from them y Investing in resources that help employees to sharpen their creative skills y Listening attentively in order to acknowledge and provide early support to ideas

Creativity Detractors
y Not attempting to hire creative people y Being pessimistic, judgmental and critical y Punishing mistakes or failed ideas y Pigeonholing employees y Maintaining a stiff organizational culture

with no room for different behaviors y Being inattentive, acting distant and remaining silent when employees want to discuss new ideas

Innovation
y Innovation - is the process of doing new things. y Innovation, therefore, is the transformation of

creative ideas into useful applications, but creativity is a prerequisite to innovation. y It is important to recognize that innovation implies action, not just conceiving new ideas. When people have passed through the illumination and verification stages of creativity, they may have become inventors, but they are not yet innovators.

y The difference between invention and

innovation is: y Invention - is the creation of new products, processes, and technologies not previously known to exist. y Innovation - is the transformation of creative ideas into useful applications by combining resources in new or unusual ways to provide value to society for or improved products, technology, or services.

Ele ents in the Innovation Process

y Analytical Planning - to identify: product design,

market strategy, financial need y Organizing Resources - to obtain: materials, technology, human resources, capital y Implementation - to accomplish: organization, product design, manufacturing, services y Commercial Application - to provide: value to customers, reward of employees, revenues for investors, satisfaction for founders

Protecting the Business Idea

Patent y An exlusive right (grant) given to the inventor of a product to make, use, or sell the invention for a specified number of years, usually 20 years.

Protecting the Business Idea

Trademark A distinctive word, phrase, symbol, design, name, logo, or slogan used to identify the origin of a product or to distinguish it from other goods on the market

Protecting the Business Idea

Copyright y An exlusive right that protects the creators of original works of authorship such as literary, dramatic, musical, and artistic works

Creativity Exercises
Build something which will fly the longest distance.
Materials- white sheet of paper.

Connect the 9 points with 4 continuous lines

Add one line so the result will be 6

SIX IX6 IX

What do we see here?

Where the airplane is flying?

Going far away

approaching

Is it spiral or circles?

Where is your team?

Identify a word with 3 characters

Count the f

characters

FINISHED FILES FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIF SULT OF YEARS OF SCIENTIF IC STUDY COMBINED WITH THE IC STUDY COMBINED WITH THE EXPERRIENCEOF MANY YEARS EXPERIENCE OF MANY YEARS

Identify the name

or G E or G E

Where the birds are flying to?

back

Brainstorming exercise
Your teams mission You are working in a cosmetic products company: THE GOLDEN TOUCH Within two months the company has lunched a new Perfume onto the local market. The sales results doesnt satisfy the stock holders. You are a brainstorming team. Your mission is to generate creative ideas which will increase the sales of the new perfume.