Mod 4 Mod 4
Creativity & Innovation
Module overview Module overview
Meaning
Need
Components of creativity & Innovation
Organizational constraints
Organizational environment for creativity & innovation
CREATIVITY CREATIVITY
Creativity means a talent for unique combination of unusual association of ideas.
Creativity is the conceiving of original and unique alternatives to the solution of existing problems.
Creativity is the ability to bring something ne into existence.
! person may therefore conceive of something ne & envision ho it ill be useful" but not necessarily ta#e the
necessary action to ma#e it a reality.
Need for creativity Need for creativity
[Link] is important in decision ma#ing
It allos the decision ma#er to appraise fully and understand the problem" including seeing problems others cant see .
Creativity is most obvious value in helping the decision ma#er identify all variable alternatives.
[Link] business" the company ith the best ideas ins.
$very big idea that has ever helped your company as the result of creative thin#ing.
$very ne product" service improvement" cost savings and efficiency idea. $very solution to every problem.
$very mar#et%conquering" competition%smashing concept behind every advancement in your firm is the result
of creative thin#ing.
Components of creativity Components of creativity
Individual creativity essentially requires expertise" creative thin#ing s#ills and intrinsic tas# motivation.
&tudies confirm that the higher the level of each case of these three components" the higher the creativity.
$xpertise
Creative 'hin#ing
Intrinsic 'as# motivation
Expertise Expertise
it is the foundation of all creative or#.
'he potential for creativity is enhanced hen individuals have abilities" #noledge" proficiencies" and similar
expertise in their field of endeavor.
Creative tin!in" s!ills Creative tin!in" s!ills
this encompasses personality characteristics associated ith creativity" the ability to use analogies" as ell as the talent
to see the familiar in a different light.
(or instance" intelligence" independence" self confidence" ris# ta#ing" internal locus of control" tolerance of ambiguity"
perseverance in the face of frustration
Intrinsic tas! motivation Intrinsic tas! motivation
this is desire to or# on something because its interesting involving exiting satisfying or personally challenging.
'he motivational component is hat turns creativity potential to actual creative ideas.
it determines the extent to hich individuals fully engage their expertise and creative s#ills.
)or# environment has significant effect on intrinsic environment
#ifference $%w creativity and innovation #ifference $%w creativity and innovation
*Creativity is thin#ing up ne things.
Innovation is doing ne things.* % 'heodore +evitt.
Innovation is ma#ing this ne concept,thing practical in a novel ay.
Creativity is dreaming up a ne invention
innovation is ma#ing it real in ones on unique ay.
)hen you bring something ne into existence you can say you created it. -ou cannot say you innovated
it.
!nd again hen you improve something that already exists you cannot say you created it but you can say
you innovated it.
Creativity process Creativity process
&aturation &aturation
&aturation stage normally begins in through familiarity ith a problem itself" its history" its importance" its
relationships to other parts of the business and its setting.
If the manager is clearly aare about the problem he is li#ely to thin# in direction hich may be very relevant for
problem solution.
'reparation 'reparation
.noledge alone" no matter ho complete" does not generate creative ideas.
'he decision ma#er has to go through preparation stage at hich he tries to collect information relating to the
problem.
/reparation can be done by past experience and study materials.
'he preparation stage may last fe minutes" hours" days or ee#s or even years.
Incu$ation Incu$ation
In the process of incubation" the mind ill or# subconsciously to create ne ideas.
'he person may engage himself in activities totally unconnected ith the problem0 he may listen to music" go for
other entertainment" and so on.
1oever" he may shelve the problem consciously but it exists in the subconscious mind.
Illumination Illumination
'he illumination stage of creativity is characterized by a flash of insight or a sudden spontaneous solution.
Many ideas are lost" others re2ected" hile some are retained for further analysis.
'here are many cases here many great ideas have come in the minds of creative thin#ers hen they have not
been engaged in thin#ing process consciously.
Verification Verification
'his is the final stage of creative process and involves verifying" modifying or applying the ideas toards the
solution of the problem under study.
3uring this stage" mind sets about" by logical method or by experimentation" to prove or disprove the solution
that has been suggested.
'his is actually a very critical phase in creative process because ne ideas are orthless until they come into full
form and are available for consideration by those ho can use them.
(r"ani)ational constraints (r"ani)ational constraints
Certain organizational cultures inhibit creativity and innovation hilst other foster it.
&ome of te $loc!s may include4
Conformity and ris# aversion
3ictating behavior Culture
! sense of inappropriate behavior
Negatively assessing on ideas
+ogical thin#ing" scientific" cause and event thin#ing
5e2ection of ideas ithout adequate valuation processes
Competition inhibiting behavior
(ear of being perceived as being unoriginal
(ear of being perceived as being unintelligent
/roblems have an illusion of difficulty
)aiting of inspiration
+ac# of tangible progression of good ideas
(r"ani)ational environment for creativity and innovation (r"ani)ational environment for creativity and innovation
(r"ani)ational climate4 the atmosphere should support creativity" it requires an active participation of all the
or#ers" freedom of expression and definition of performance standards.
&tyle of leadersip4 it is ell #non that a democratic style of leadership enhances creativity ithin an org.
hile an autocratic one put it don.
&election4 org engage flexible graduates to be more suitable for a rapidly changing global system
Trainin"4 practical experiences are extremely useful
Career pat4 have international experiences and 2ob rotation
Responsi$ility for a $usiness4 6 sense of property7 or pro2ect or process
(r"ani)ational culture4 balance 8 factors4 control" freedom of action and ris#.
End of Module*4 End of Module*4
'han# you