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Managing Managing CreativityCreativity
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ContentsContents
1. Creativity and Types of Innovation
2. Conceptual Blocks : Constancy, Compression and Complacency
3. Three Components of Creativity
4. The Paradoxical Characteristics of Creative Groups
5. Tools for Defining Problems and Creating New Ideas
6. Creating a Creative Climate
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Creativity and Types of InnovationCreativity and Types of Innovation
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What is Creativity?What is Creativity?
CreativityCreativity Bringing into existence an idea that is new to you
InnovationThe practical application of creative ideas
Creative Creative ThinkingThinking
An innate talent that you were born with and a set of skills that can be learned, developed, and utilized in daily problem solving
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What is Creativity?What is Creativity?
Creative solutions are more than ideas - they must work in the real world. A creative solution has three attributes:
• It is new (otherwise it would not be creative).
• It is useful, in that it solves the problem (otherwise it would not be a solution).
• It is feasible, given the messy real world constraints like money and time.
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Types of InnovationTypes of Innovation
• Business Model InnovationBusiness Model Innovation involves changing the way business is done in terms of capturing value e.g. HP vs. Dell, hub and spoke airlines vs. Southwest
• Process InnovationProcess Innovation involves the implementation of a new or significantly improved production or delivery method.
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Types of InnovationTypes of Innovation
• Product InnovationProduct Innovation, involves the introduction of a new good or service that is new or substantially improved. This might include improvements in functional characteristics, technical abilities, ease of use, or any other dimension.
• Service InnovationService Innovation, is similar to product innovation except that the innovation relates to services rather than to products
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Don’t Believe the Experts !Don’t Believe the Experts !
“Television won’t be able to hold onto any market it captures after the first six months. People will soon get tired of staring into a box every night.”
Don’t Believe the Experts !Don’t Believe the Experts !
(Darryl F. Zanuck, Head of 20th Century Fox, 1946)
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Don’t Believe the Experts !Don’t Believe the Experts !
“That’s an amazing invention, but who would ever want to use one of them?”
(US President Rutherford B. Hayes, after participating in a trial telephone conversation between Washington and
Philadelphia in 1876).
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Don’t Believe the Experts !Don’t Believe the Experts !
“I think there is a world market for about five computers”
Don’t Believe the Experts !Don’t Believe the Experts !Don’t Believe the Experts !Don’t Believe the Experts !
(Thomas J. Watson Sr., Chairman of IBM, 1943)
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Conceptual Blocks to CreativityConceptual Blocks to Creativity
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Blocks and Blockbusters to CreativityBlocks and Blockbusters to Creativity
Following the rulesFollowing the rules Breaking the rules
Making assumptionsMaking assumptionsChecking assumptions
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Blocks and Blockbusters to CreativityBlocks and Blockbusters to Creativity
Fear of failureFear of failure Risk-taking culture
Over-reliance on logicOver-reliance on logic Use imagination and intuition
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Conceptual BlocksConceptual Blocks
Conceptual Conceptual blocksblocks
Mental obstacles that constrain the way the problem is defined and limit the number of alternative solutions thought to be relevant
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Conceptual BlocksConceptual Blocks
The more formal The more formal education education
individuals haveindividuals have
The more The more experience they experience they
have in a jobhave in a job
The less able The less able they are to solve they are to solve
problem in problem in creative ways…creative ways…
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Conceptual BlocksConceptual Blocks
Formal education Formal education often produces…often produces…
““right answers”, right answers”, analytical rules, or analytical rules, or
thinking boundariesthinking boundaries
Experience in job Experience in job teaches…..teaches…..
proper ways of doing proper ways of doing things, specialized things, specialized
knowledge, and rigid knowledge, and rigid expectation of expectation of
appropriate actionsappropriate actions
Individuals lose the ability to experiment,
improvise, and take mental detours
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Types of Conceptual BlocksTypes of Conceptual Blocks
ConstancyConstancyVertical thinking
One thinking language
CompressionCompressionDistinguishing figure
from ground
Artificial constraint
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Types of Conceptual BlocksTypes of Conceptual Blocks
ComplacencyComplacencyNon-inquisitiveness
Non-thinking
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ConstancyConstancy
Vertical thinking
One thinking
language
• Defining problem in only one way without considering alternative views
• Lateral thinkers, on the other hand, generate alternative ways of viewing a problem and produce multiple definitions
• Using only one language (e.g., words) to define and assess the problem
• Disregarding other language such as nonverbal or symbolic languages (e.g., mathematics), sensory imagery (smelling), feelings and emotions (fear, happiness) and visual imagery (mental pictures).
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CompressionCompression
Distinguishing figure from
ground
Artificial constraints
• Not filtering out irrelevant information or finding needed information
• The inability to separate the important from the unimportant, and to appropriately compress problems.
• Defining the boundaries of a problem too narrowly
• People assume that some problem definitions or alternative solutions are off-limits, so they ignore them.
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ComplacencyComplacency
Non-inquisitiveness
Non-thinking
• Not asking questions
• Sometimes the inability to solve problems results from a reticence to ask questions, to obtain information, or to search for data.
• An inclination to avoid doing mental work.
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Three Components of CreativityThree Components of Creativity
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Three Components of CreativityThree Components of Creativity
Expertise
Motivation
Creative Thinking
Skills
CreativityCreativity
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Three Components of CreativityThree Components of Creativity
Expertise
Motivation
Expertise is, in a word, knowledge – technical, procedural, and intellectual
Not all motivation is created equal. An inner passion to solve the problem at hand leads to solutions far more creative than do external rewards, such as money.
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Three Components of CreativityThree Components of Creativity
Creative Thinking
Skills
Creative thinking skills determine how flexible and imaginatively people approach problems.
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The Paradoxical Characteristics of The Paradoxical Characteristics of Creative GroupsCreative Groups
Beginner’s Mind
Freedom
Play
Improvisation
Experience
Discipline
Professionalism
Planning
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Myths about CreativityMyths about Creativity
1.1. The smarter you are, the more creative you The smarter you are, the more creative you areare
2. The young are more creative than the old2. The young are more creative than the old
3. Creativity is reserved for the few – the 3. Creativity is reserved for the few – the flamboyant risk takersflamboyant risk takers
4. Creativity is a solitary act4. Creativity is a solitary act
5. You can’t manage creativity 5. You can’t manage creativity
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Tools for Defining ProblemsTools for Defining Problems
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Tools for Defining ProblemsTools for Defining Problems
Kipling MethodKipling Method
Problem StatementProblem Statement
Challenge MethodChallenge Method
Tools for Tools for Defining Defining ProblemsProblems
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Kipling MethodKipling Method
Kipling Kipling MethodMethod
• Rudyard Kipling used a set of questions (5W + 1H) to help trigger ideas and solve problems
• One approach with this is to use the questions in a particular order to help guide you through a sequence of thought towards a complete answer, such as: What is the problem? Where is it happening? When is it happening? Why is it happening? How can you overcome this problem? Who do you need to get involved? When will you know you have solved the problem?
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Kipling Kipling MethodMethod
• Any questions work because we are conditioned to answer questions that we are asked. They challenge us and social rules say it is impolite not to reply.
• The Kipling questions work because they are short and direct. They are also largely general, and 'What' can be applied to many different situations, making them a flexible resource.
Kipling MethodKipling Method
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Problem StatementProblem Statement
Problem Statement
• When starting to solve a creative problem it is a good idea to define the problem you are trying to solve.
• Start by discussing the overall context and situation in which the creative activity is aimed.
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Problem Statement
• Write down more than one draft of the problem statement. Remember that defining the problem is almost a complete project in itself and you may benefit from going through iterative stages of convergence and divergence.
• Listen and write down everybody's opinion of what the problem really is. Find the points of agreement and then discuss the differences.
Problem StatementProblem Statement
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Problem Statement
• Stating the problem may seem obvious, yet many creative efforts fail because the problem is either unclear or it is focused in the wrong place.
• The way you state a problem is half the problem and half the solution. Once you have identified a good problem statement, sometimes the solution is so obvious that you need little, if any, creative thought afterwards.
Problem StatementProblem Statement
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Challenge MethodChallenge Method
• Use it to force yourself or other people out of a thinking rut.
• Use it to test out ideas for validity.
• Use it to challenge the problem or situation you are considering when initially defining the problem.
Challenge Challenge MethodMethod
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• Select all or part of the problem domain that you are going to challenge. Perhaps it is something that has been particularly difficult to be creative around.
• Find something to challenge and question it deeply. You can challenge many things, including:• Concepts - and broad ideas• Assumptions - and beliefs that are not
questioned
Challenge Challenge MethodMethod
Challenge MethodChallenge Method
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Challenge Challenge MethodMethod
• Boundaries - across which you do not yet cross
• 'Impossible' - things that are assumed cannot happen
• 'Can't be done' - things that are assumed cannot be done
• 'Essentials' - things that you assume cannot be disposed of
• Sacred cows - that cannot be challenged
Challenge MethodChallenge Method
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Challenge Challenge MethodMethod
• One way in which we deal with the complexity of the world is to make assumptions about many things. Our pattern-matching ability is a great help in allowing us to take short-cuts but it often ends up in us not noticing many things.
• If we do not take deliberate and conscious action, our subconscious will let many assumptions pass by unnoticed.
Challenge MethodChallenge Method
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Tools for Creating New IdeasTools for Creating New Ideas
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Tools for Creating New IdeasTools for Creating New Ideas
Attribute ListingAttribute Listing
BrainstormingBrainstorming
VisioningVisioning
Tools for Tools for Creating New Creating New IdeasIdeas
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Attribute ListingAttribute Listing
Attribute Listing
• Use Attribute Listing when you have a situation that can be decomposed into attributes - which itself can be a usefully creative activity.
• Particularly useful with physical objects. You can use it elsewhere, too.
• Highly rational style. Suitable for people who prefer analytic approaches. Good for engineering-type situations.
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Attribute Listing
• For the object or thing in question, list as many attributes as you can.
• It can also be useful to first break the object down into constituent parts and look at the attributes of each part in question.
Attribute ListingAttribute Listing
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Attribute Listing
• For each attribute, ask 'what does this give'? Seek the real value of each attribute. It is also possible that attributes have 'negative value' -- i.e.. they detract from the overall value of the object.
• Finally look for ways in which you can modify the attributes in some way. Thus you can increase value, decrease negative value or create new value.
Attribute ListingAttribute Listing
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Attribute Listing
• Attribute Listing works as a decompositional approach, breaking the problem down into smaller parts that can be examined individually.
• All things have attributes which are sometimes overlooked. By deliberately focusing on these, you can find new ways to be creative.
Attribute ListingAttribute Listing
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BrainstormingBrainstorming
Brain-storming
• Brainstorming is probably the best-known creative tool.
• It can be used in most groups, although you will probably have to remind them of the rules.
• It is best done using an independent facilitator who manages the process (so the group can focus on the creative task).
• Typically takes around 30 minutes to an hour.
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Brain-storming
• Brainstorming Rules :
• No criticism or debate
• Quantity over quality
• Freewheel
• Combine and improve
BrainstormingBrainstorming
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Brain-storming
• Brainstorming works when people use each other's ideas to trigger their own thinking. Our minds are highly associative, and one thought easily triggers another.
• If we use the thoughts of others, then these will stop us getting trapped by our own thinking structures.
BrainstormingBrainstorming
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VisioningVisioning
Visioning • A vision is a 'motivating view of the future'. It creates pull. It gives direction.
• Imagine brilliant and innovative future. Think about what you are trying to achieve.
• Go out into the future. Look around and see what is there.
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VisioningVisioning
Visioning • Use dynamic and emotive words to paint motivating pictures. Use words like 'sharp', 'now' and 'value'.
• Phrase it in the present tense to make it more immediate. Use 'is' rather than 'will'.
• Use active verbs that talk about what is happening.
• Test it with others to ensure it works for them too.
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VisioningVisioning
Visioning • Visioning works because we are an imaginative species and are motivated by what we perceive as a possible or desired future.
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Creating a Creative ClimateCreating a Creative Climate
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Organizational Characteristics that Organizational Characteristics that Support Creativity and InnovationSupport Creativity and Innovation
Risk taking is acceptable to management
New ideas and new ways of
doing things are welcomed
Information is free flowing
Employees have access to
knowledge sources
Good ideas are supported by
executive patrons
Innovators are rewarded
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Creating a Creative ClimateCreating a Creative Climate
MotivationMotivation ChallengeChallenge
EmpowermentEmpowerment
FunFun
FreedomFreedom Time Time
SupportSupport
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Creating a Creative ClimateCreating a Creative Climate
DynamismDynamism EnergyEnergy
OpennessOpenness
Debate Debate and Dialogand Dialog
ExperimentationExperimentation TrustTrust
RiskRisk
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References/Recommended Further Readings:
1. David A. Whetten and Kim S. Cameron, Developing Management Skills, Harpers Collins Publisher. You can obtain this excellent book at this link: http://www.amazon.com/Developing-Management-Skills-David-Whetten/dp/0131747428/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219800012&sr=1-1
2. Floyd Hurt, Rousing Creativity, Crisp Publication. Link: http://www.amazon.com/Crisp-Rousing-Creativity-Professional/dp/1560525479/ref=sr_1_1?ie=UTF8&s=books&qid=1219802592&sr=1-1
3. www.creatingminds.org
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