CREATIVITY

Christian Fernando Arias Montealegre

DANIEL ALEXANDER LOZANO CARDOSO
Sergio Alejandro Gomez Franco

Nelson Roman Gomez

(Teaching)

HIGHER EDUCATION INSTITUTION-ITFIP

FACULTY OF ENGINEERING AND AGRO-INDUSTRIAL SCIENCES
TECHNOLOGY IN COMPUTER MANAGEMENT
BUSINESS IDEAS
SIXTH SEMESTER
ESPINAL2020
 INTRODUCTION

Man, due to his sensitivity and reasoning ability, is the species that evolved to the point of
using his brain capacity to create tools or processes that improve his quality of life, in
addition to transmitting his customs and knowledge over time. The environment in which
we currently live is a compilation of all the years of history that humanity has, since, over
time, man has been characterized by seeking solutions to problems that arise in his
environment. All the tools and processes that we see around us, were or will be a problem
that people will face, and that is where the main characteristic of a human flourishes,
CREATIVITY.
Creativity is often referred to as original thinking. It is a mental process that arises from
people's imagination and encompasses many intertwined mental processes that have not
been fully deciphered by physiology. Creativity is an ability that allows people to imagine,
produce and create ideas, in other words, it allows them to reach new conclusions. All
people are born with a creative mindset, this can be stimulated or not, that is, it is a capacity
that can be developed and improved.
Creativity allows individual or group growth, in a faster way, generally creative people are
characterized by being ideal people. Creative people are mainly characterized by their
fluency in responding, developing solutions or thinking of alternatives to different
problems. There are different types of creativity and techniques for generating ideas in
companies, so the objective of this document is to show through examples how these types
and techniques behave.
 TYPES OF CREATIVITY

• MIMETIC CREATIVITY: Mimesis is a term that has come to us from the

ancient Greeks, which means to imitate or mimic. In other words, mimetic
creativity is one that lacks imagination, as it is one of the types that is often
overlooked, as it is based simply on taking an idea from one area or discipline and
applying it to another. EXAMPLES:

o An example of mimetic creativity can be seen in skateboards. Since

childhood, skateboards were a toy that was propelled by the force exerted by
the legs. Nowadays there are skateboards that do not require the use of leg
strength to move, but rather have a system similar to a motorcycle, so they
only need to accelerate to get moving.
Another example, and one that caused controversy worldwide, was the
breakdown of relations between Android and Huawei, for which the Huawei
company had to develop an application for downloading applications on its
brand devices. Therefore, we can observe that it is a type of mimetic
creativity, since this app offers the same services as Google's Play Store and
the iPhone's App Store.

• ANALOGICAL CREATIVITY: Sometimes, when solving problems that require

creativity, solutions that resort to logical and deductive paths are not effective; it is
necessary to resort to analogical and metaphorical approaches. For Fustier, analogy
is the fundamental process of knowledge. An example of this is the case of a child
who sees an airplane flying in the sky for the first time. Then, it is explained to him
that he is like a bird with a motor or a car that flies. In other words, analogy allows
us to understand the unknown through the known. EXAMPLES

o This type of creativity is often used in books around the world. Well, through
the different types of analogy they describe or represent: environments,
situations and people that allow readers to get an idea of what an author
wants to express.
o The scientist Leonardo Da Vinci was trying to conceive flying machines
inspired by the flight of birds; He observed and analyzed the flight of
different birds in order to create structural analogies (inventions) that would
allow them to fly.

• BISOCIATIVE CREATIVITY: This type of creativity occurs when our conscious

mind connects rationally with our intuitive thoughts to produce those moments of
“illumination.” Bisociative creativity is about connecting a familiar idea with an
unfamiliar idea to create something different. EXAMPLES:
o One of the examples and ideas that occur to me about this type of creativity
would be to unite a water consumption recording system kept by a water
company, with the development of a counter with IoT (Internet of Things),
 which allows keeping track of consumption without the need for in-person
visits to homes by water company employees.
o Another example of bisociative creativity could be seen by the Amazon
company, who combined drones with home deliveries. For a time, this
company delivered its orders via drones, depending only on the proximity of
these shipments and the weight of the packages. This idea was also
implemented in Colombia, but I add a new idea to this innovative type of
home deliveries. A Colombian developed a prototype (drone) that would
allow medicine to be transported inside a styrofoam box suitable for carrying
special medicine.

• NARRATIVE CREATIVITY: This type of creativity refers to the ability that a

person can have to create stories, an example would be our Lord Jesus when telling
parables, this type of creativity is reflected in the writers of books, movies, animes
etc; sometimes an ordinary person can have this type of creativity when lying,
because some people tend to create movies so to speak that sometimes they tend to
believe but after many times they don't anymore. EXAMPLES:

An example that comes to mind about this type of creativity would be the
famous tales of the Grimm brothers, where there is not only a narration of a
story but it contains a lesson at the end. The vast majority of stories of this
type contain lessons that we should take into account in life so that we do not
make those mistakes and make the right decisions on a daily basis.

o Another example would be a story of my own authorship or rather something

that happened to me when I was approximately 6 years old, at that time I was
in first grade and that day all my classmates and I were sitting around a pot
of a large and beautiful mango tree drawing and painting; I remember that I
had a white sheet of letter-sized pad, a notebook to support the sheet, pencil,
eraser and these were inside my pencil case accompanied by colors. We were
all there working when we heard that a parade was approaching. We all told
the teacher if we could go out to see it and she gave us permission to go out
but forming a line of men and women in an orderly fashion. I had a lot of fun
watching the parade and when we went back in to resume class work, what a
surprise! My pencil case, pencil, eraser and crayons were gone. I got sad and
worried when I told my mom. However, my classmates' belongings were
fine, so they lent me some things to finish the activity.
As I told my mom on the way home she said:
- Don't worry about having some at home. I arranged the colors for you,
divided them up, and told you which part you should take to school and
which part you should use at home, so you have that part of the colors for the
rest of the year.
- No mom, I put all the colors in the same pencil case, I replied.
 - So for being disobedient, defend yourself the rest of the year with the
colored pieces you manage to have in the house because I don't have money
to buy you more.
At that moment I knew that I had to be organized and no matter how much of
a hurry one is in when doing something, one must put everything in its
respective place where it belongs, since one must listen to the older people
because they have had more experiences than one and know reasons to guide
us, reprimand us, accompany us, etc.
• INTUITIVE CREATIVITY: This type of creativity is valued in some areas and is
difficult to develop. It consists of a person's ability to generate new ideas. Generally,
people who have this type of creativity tend to be flexible and ambitious, they are
not afraid of making mistakes and they like to experiment with new things.
EXAMPLES:

o An example of this type of creativity would be our mothers, they do have this
type of creativity developed, because they have intuition towards their
children.
Another example would sometimes be businessmen, since the subconscious
sometimes tends to guide them along the right path, to show them ideas or
new thoughts.

5 CREATIVITY TECHNIQUES TO GENERATE IDEAS IN THE

COMPANY

• BRAINSTORMING: This technique consists of company personnel brainstorming

about a problem, difficulty or other negative thing for the company. In this way,
they are listened to or written down and then the most viable ideas are taken with the
intention of solving said obstacle. As an example of a problem and a brainstorming
session we find:

o A toothpaste factory has an obstacle when packaging toothpaste bars, since

the machine must fill 6 boxes at a time, but sometimes it only tends to fill 4
or 5 boxes, leaving 1 or 2 empty. When left like this, they are sealed and
stored. When the customer opens it, it will not contain anything. So the
factory gathers all the staff together, discusses the problem with them and
asks them to brainstorm. The only requirement that had to be taken into
account was that the company was going bankrupt due to that error in the
packaging of the machine, therefore there were not many resources; they
wanted an easy, simple and not very expensive solution. There were many
ideas, such as placing a weight on the path where the boxes were moving, but
this was expensive and time-consuming because they had to adjust the
packing machines. Another person said they should assign staff to check the
boxes; but this was not very feasible because many toothpastes were packed
daily and they would have to hire a lot of staff to be able to check all these
 boxes during the day. At that time, the company did not have enough
resources to hire staff, so it was discarded. After so much time looking for a
solution, a man came along and said it would be easy to buy a fan and place
it towards the boxes, this way the empty ones would move out of the way,
leaving the ones containing toothpaste standing. This idea was evaluated and
later implemented because it was viable, economical, simple and easy to
implement.

• PROVOCATION: Provocation is a kind of mental experiment. It is about

deliberately provoking an idea that goes beyond the limits of what is reasonable for
our experience. We can be temporarily “crazy” like this and connect or disconnect to
the madness at our discretion.

It's about extracting the advantages of that provocative idea and trying to apply it to
the topic we are working on.

EXAMPLE: Ideas to improve urban bus transportation

First we will analyze the topic to look for some ideas, we have:

• Buses follow routes

• You have to pay money

• The driver will stop the vehicle at the marked stop.

PO: “The bus driver pays us to get on”

What if the bus driver paid us to get on?

From this question we can extract the idea that the bus should have seats with
folding backrests and that each bus should have internet service, this leads us to the
idea that people would not make the bus their job, but would work on the bus, this
would be one of the ways to improve bus transportation. From this idea that we have
evolved from provocation we can get the idea of valuing the loyalty of travelers and
offering them the most common lines at lower prices, we can also get the idea that if
customers who use a single line can invest in extras, that is, if the person always
 rides that bus it would be good if it had a television to watch the news and to make it
more comfortable because if that bus is taken every day a little of that person does it,
at the same time awareness campaigns could be started, on the care of public
transport, etc.

• ATTRIBUTES: It is a technique created by RP Crawford, ideal for generating new

products. It can also be used to improve services or the usefulness of existing
products.

For this technique to be effective, a list of the characteristics or attributes of the

product or service that you want to improve must first be made, and then new
avenues must be explored to change the function or improve each of these attributes.

EXAMPLE: Suppose a company wants to identify some ideas for improving a food
mixer.

Step 1: Make a list of the current attributes of the model.

❖ Made of stainless steel

❖ Wooden handle
❖ It is done by hand
❖ Variable speed

❖ Can be used by anyone

❖ Two hands are needed to use it

Step 2: Each attribute is analyzed and questions are asked about how it could be
improved, the more questions for each attribute the better, for example:

Wooden handles:

> Could they be made from another material?

> Could small children have a handle that fits in their hand?
> Could they be made in different colors?
> Could they have a completely different design?
> Two hands are needed to use it

Step 3: The best ideas that emerged in step 2 are selected for further evaluation.

• SCAMPER: SCAMPER is a method of creative thinking and problem solving used

during brainstorming sessions. It helps you come up with ideas for new products by
encouraging you to find ways to improve your existing products.
 EXAMPLE: Use of the SCAMPER method used by the Coca Cola company to
generate innovation in its products.

• REPLACE: Elements of its formula, so that the Coca-Cola company can sell its
products around the world and grow progressively, the formula that Coca-Cola uses is
somehow replaced.

Within the formula that Coca Cola uses, it substitutes some ingredients in order to be
present in some markets, because not all markets have the same standards and
requirements, that is why Coca Cola, by modifying its formula, makes it present in
many more markets, such as, for example: When Coca Cola releases Coca Cola Zero
and Coca Cola Light.

• COMBINE: Coca Cola is basically always combining in its presentation

such as on their labels.

• ADAPT: For Coca Cola to have a presence in many countries around the world, it has
to adapt to the rules and laws of each country, highlighting that each country has laws
in which, if a company wants to open a market, it has to adapt said rules and laws to be
able to enter said markets.

• MAGNIFY / MODIFY: Coca Cola handles a wide variety of

presentations such as the following:

• PROPOSE OTHER USES: Historically, Coca Cola was conceived as a medicine

for fatigue, which would help workers regain strength since the jobs at that time
"beginning of the industrial era" were very complex, which is why it is now used as
an accompaniment to meals, so in some way the drink that initially served as
medicine is currently used as a social medium.
• REMOVE: What Coca Cola has done is that it has somehow managed to reduce the
sugar levels in its drinks, it is minimizing these elements that science has currently
shown are harmful and that in some way the trend of low-calorie and healthier
consumption forces Coca Cola to innovate its products.

• REARRANGE: What Coca Cola has done is that as it has grown over time it has
had to optimally restructure what would be the "distribution channels" since
previously they produced directly to be able to place on the market, to later reach the
conclusion that if they provided the syrup and the bottling companies took care of the
rest they could reach a larger market and at a lower cost.

• MIND MAPS: The mind map is a very powerful tool for all types of improvements
and innovation processes. This technique is basically a visual brainstorming that
helps stimulate the right side of our brain, which produces creative ideas.

EXAMPLE: Mind map applied to data management

 CONCLUSIONS.

> It was understood that there are several types of creativity, and that some are easy to
develop while others are not.

> The five creativity techniques for generating ideas in the company were appreciated,
which can be used to solve any obstacle that may arise in the company.

> It was understood that various types of creativity are found in everyday life, and that
they sometimes leave us with experiences and/or lessons.

> On the other hand, creativity is not only directed at creating material things, tangible
things, but also in texts, in our subconscious, etc.