DefinitionCreativity - is “the ability to bring something new into existence.

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 ( contd)To ask the question, what is creativity? It

is better to ask where is creativity.

Creativity occurs at the intersection of three forcesThe individual, with his or her

intelligence, experience and dispositionsThe domain of knowledge within which

the individual has chosen to work , e.g. arts, science , business, etc.

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 behaviorThree types of creative behavior

Creation; act of pure invention, that is making something out of nothing

Synthesis; creative act of joining two previously unrelated things, e.g bringing together the telephone and the computer

Modification; this occurs when a thing or process is improved or gains new application e.g. a change in design etc.

Creative processIdeas seldom materialize accidentally. Ideas usually evolve through a creative

process whereby imaginative people, germinate ideas, nurture them, and develop them successfully.

Various labels have been applied to stages in the creative process, but most social scientist agree on five stages that we label as:Idea GerminationPreparationIncubationIlluminationVerification

Idea Germination: The seeding

stage of a new idea new idea Recognition

Preparation: Conscious search for knowledge

Rationalization

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 Improving the Creative ProcessBrainstorming A creativity technique used by groups to

generate a large number of ideas for solving a problem.

Some basic rules:a. All members must contributeb. No criticismc. All ideas are captured

Methods of Generating Business Ideas/Techniques for Improving the Creative ProcessBrainstorming – Some basic rules:d. There should be a facilitator who writes

ideas in brief.e. No repetition of ideasf. No idea is discarded – all ideas are written

down

Methods of Generating Business Ideas/Techniques for Improving the Creative Process

Focus Group DiscussionIt involves an open and in-depth discussion of ideas led by a facilitator.

The group could have between 8 and 14 participants

Methods of Generating Business Ideas/Techniques for Improving the Creative Process

Mind MappingIt is diagram that is developed to show how ideas, words, tasks, activities, objects are linked.

It is used in generating ideas, analysing a problem, classifying objects, or stimulating thinking about somthing.

Creativity EnhancersElevating creativity importance

throughout the organizationsOffering tangible rewards to those

generating ideas Protecting people who make honest

mistakes and are willing to learn from them

Investing in resources that help employees to sharpen their creative skills

Listening attentively in order to acknowledge and provide early support to ideas

Creativity DetractorsNot attempting to hire creative peopleBeing pessimistic, judgmental and

criticalPunishing mistakes or failed ideasPigeonholing employeesMaintaining a stiff organizational culture

with no room for different behaviorsBeing inattentive, acting distant and

remaining silent when employees want to discuss new ideas

InnovationInnovation - is the process of doing new

things.Innovation, therefore, is the transformation of

creative ideas into useful applications, but creativity is a prerequisite to innovation.

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.

The difference between invention and innovation is:

Invention - is the creation of new products, processes, and technologies not previously known to exist.

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.

Elements in the Innovation ProcessAnalytical Planning - to identify: product

design, market strategy, financial needOrganizing Resources - to obtain:

materials, technology, human resources, capital

Implementation - to accomplish: organization, product design, manufacturing, services

Commercial Application - to provide: value to customers, reward of employees, revenues for investors, satisfaction for founders

Protecting the Business IdeaPatent 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 IdeaTrademark 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 IdeaCopyright 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.

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Going far away

Is it spiral or circles?

Where is your team?

FINISHED FILES ARE THE RE-SULT OF YEARS OF SCIENTIF

IC STUDY COMBINED WITH THEEXPERRIENCE OF MANY YEARS

FINISHED FILES ARE THE RE-SULT OF YEARS OF SCIENTIF

IC STUDY COMBINED WITH THEEXPERIENCE OF MANY YEARS

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Brainstorming exercise

Your team’s 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 doesn’t satisfy the stock holders.

You are a brainstorming team.Your mission is to generate creative ideas which will increase

thesales of the new perfume.