Creativity and Innovations

Module 2
Creativity & Innovation
Creativity: is the Discovery of Something that is

novel but also useful or relevant or economical or elegant or valuable
Creativity is a combination of
Fluency Flexibility Originality Problem Sensitivity Discovering cause and effect Problem Diagnosis
Types of Creativity
I. According to Maslow
* Primary Creativity * Secondary Creativity
II. According to Ainsworth Land

* Elaborative * Improvement Oriented * combination or synthesis of superior quality * Transformation
III According to Iring Taylor

* Spontaneous Creativity * Technical Creativity * Inventive Creativity * Emergentive creativity * Innovative Creativity
Barriers to creativity:
Resistance to change Lack of initiative Restriction on Interaction Fear of something going wrong Lack of Recognition Resource constraint
Creativity Process:
Preparation Incubation Insight Evaluation Elaboration
Techniques for improving Creative Process:

Trustful Management Open channel of Communication Contact with outsiders Willingness to accept change Enjoy in experimenting new ideas Use of techniques that encourage ideas
Steps in the pursuit of setting up an enterprise I. Searching for prospective business ideas and sources II. Processing of these ideas and selecting the best idea III. Collecting the required resources and setting up the enterprise
Source of new ideas

Consumers Competitors
Distribution Channels R &D
Government
Methods of generating ideas:

Focus groups : Groups of individuals providing information in a structures format
Brainstorming: A group method for obtaining new ideas & Solutions
Problem inventory Analysis: A method for obtaining new ideas and solutions by focusing on problems
Screening, Processing of the ideas and selecting the best idea

Technical Feasibilty Financail Feasibility Economic Aspect Managerial Aspect Market aspect
Ideas into Opportunities

Types of opportunities

Additive opportunities Complementary opportunities Break through opportunities Global level opportunities
Steps in Selection of new business ideas:
New product ideas Ideas screening Concept development & Testing Concept testing Consumer testing Business potential analysis Product development Test Marketing Commercialization
Creative problem solving:

Heuristics Brain storming Synectics Value analysis
Heuristics
Stands for strategies using readily accessible, though loosely applicable information to control problem solving in human beings and machines
Basic Heuristics for getting started in Directed creativity:

Make it a habit to purposefully pause &notice things Focus your creative energies on just a few topic areas Avoid being too narrow in the way you define your problem Try to come up with original & useful ideas When you need creative ideas, remember : attention escape & movement Pause & carefully examine ideas that make you laugh the first time you hear them Recognize that your streams of thought & patterns of judgment are not inherently right or wrong Make a deliberate effort to harvest, develop and implement at least a few of the idea you generate
Brain Storming: Group members or individuals are encouraged to spell out maximum number of possible solutions of a specific or stated problem Emphasis is laid on the number of possible solutions
Principles of Brainstorming: During the generating phase of ideas, evaluation process is differed Quantity begets Quality-Right environment must be provided for generating maximum number of ideas Novel ideas in certain cases may not appear to be practical ideas Better to appreciate ideas of others as well as one's own previous ideas.
Synectics:
is applied in finding innovative approaches to a number of intractable technical problems
Major analogies:
Direct analogy Personal analogy Fantasy analogy Symbolic analogy
Value analysis:
is an approach to improving the value of a product or process by understanding its constituent components and their associated costs. Is a cost reduction and problem solving technique that analyses an existing product or service in order to reduce or eliminate any costs that do not contribute to value or performance
Key concepts of Value analysis:

Value Function Value analysis Need The Value analysis process: 1. Orientation/ Preparation 2. Information 3. Analysis 4. Innovation/Creativity 5. Evaluation 6. Implementation and monitoring Use of basic techniques like Matrices, Pareto chart, Pert & Gantt Diagrams.
Innovation
Implies doing new things or doing of things that are already being done in a new way
Profits and Innovation

An entrepreneur should innovate for the present period and not for future Innovation must be easy to understand for desired result An entrepreneur must posses the knowledge, ingenuity, Diligence, Persistence and commitment to innovation.
Type Innovation
Description
Modules of Innovation
Examples
Totally new product service or process
Extension
New use or different application of an already existing product
Ray Kroc
Duplication
Creative replication of an existing concept
Type
Description Examples Synthesi Combination of existing concepts and factors into s a new formulation for use
Sources & Transfer of Innovations:

Source Unexpected Occurrences Incongruities Example Unexpected Success:
Unexpected Success: Ford;s Edsel over night package delivery
Process Needs
Source Industry & Market changes
Example
Demographic changes
Perceptual Changes
Knowledge based concept

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Module 2

Creativity & Innovation

Creativity: is the Discovery of Something that is

novel but also useful or relevant or economical or elegant or valuable

II. According to Ainsworth Land

III According to Iring Taylor

Techniques for improving Creative Process:

Source of new ideas

Distribution Channels R &D

Methods of generating ideas:

Brainstorming: A group method for obtaining new ideas & Solutions

Screening, Processing of the ideas and selecting the best idea

Ideas into Opportunities

Steps in Selection of new business ideas:

Creative problem solving:

Heuristics Brain storming Synectics Value analysis

Basic Heuristics for getting started in Directed creativity:

Direct analogy Personal analogy Fantasy analogy Symbolic analogy

Key concepts of Value analysis:

Profits and Innovation

Totally new product service or process

New use or different application of an already existing product

Creative replication of an existing concept

Sources & Transfer of Innovations:

Unexpected Success: Ford;s Edsel over night package delivery

Source Industry & Market changes

Knowledge based concept

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