Ch14 encouraging creativity
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Transcript of Ch14 encouraging creativity
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
PART 4
CREATIVITY AND
INNOVATION
CHAPTER 14
Encouraging Creativity
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
Creativity
• Creativity is a right brain activity
• It involves lateral as opposed to vertical
thinking.
• It is intuitive, imaginative and rule breaking
• It requires interpersonal and emotional skills
and is people focused.
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
Creative v Logical Thinking
Seeks questions Seeks answers
CREATIVE LEFT BRAIN LOGICAL RIGHT BRAIN
Diverges
Explores different views
Restructures
Seeks ways an idea might help
Welcomes discontinuous leaps
Welcomes chance intrusions
Open ended
Converges
Asserts best or right view
Uses existing structure
Says when an idea will not work
Uses logical steps
Focuses on what is relevant
Closed
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
Creative Types
• Conceptual fluency - They are able to produce many ideas
• Mental flexibility - They are adept at lateral thinking.
• Originality - They produce atypical responses to problems
• Suspension of judgement - They do not analyse too quickly
• Impulsive - They act impulsively to an idea, expressing their ‘gut-feel’
• Anti authority - They are always willing to challenge authority
• Tolerance - They have a high tolerance threshold towards the ideas of others
Majaro (1992)
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
The Creative Process
Generating knowledge and awareness
Incubation process
Generating ideas
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
Sources of Commercial Ideas
INTERNAL
Awareness and ideas
R&D
Engineering
Purchasing
Production
Marketing and sales
EXTERNAL
Distributors and agents
Competitors
Suppliers
Customers
Universities,
consultants,
exhibitions
Awareness
& ideas
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
The Creative Process
Generating knowledge and awareness
Evaluation and implementation
Incubation process
Generating ideas
Feedback
loop
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
Techniques to aid Creativity
• Brainstorming
• Analogy
• Attribute analysis
• Gap analysis
– Perceptual mapping
– Non-metric mapping
– Repertory grid
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
Drucker’s Sources of Opportunity
• The unexpected
• The incongruity
• The inadequacy in underlying processes
• The changes in industry or market structure
PLUS
• Demographic changes
• Changes in perception, mood or meaning
• New knowledge
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
Why? Why?
Deliveries
unreliable Transport
problems
Production
bottlenecks
Quality is
suspect
Price not
competitive
Materials not
consistent
Lost best
salespersonSales are
falling Inadequate
checking
We use ‘cost
plus’ pricing
Inadequate
rewards
Why?
Why?
Why?
Why?
Why?
Why?
Why?
Why?
Why?
Why?
Why?
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
Approaches to Innovation
• Have a problem & seek a solution
• Have a solution and seek a problem
• Identify a need and develop a solution
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
Drucker’s 5 Stage to Innovation
1. Analyse opportunities, internal and external. Innovate for NOW - timing is everything.
2. Innovation is conceptual and perceptual, so look at financial implications and analyse whether it meets the opportunity.
3. Keep innovation simple - KISS!
4. Start small, take an incremental approach.
5. Aim at leadership and dominate the competition as soon as possible.
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
Blocks to Organisational Creativity
• Lack of organisational slack
• Too much bureaucracy
• Tight financial control
• Poor communication
• ‘Not invented here’
• Too much criticism, not enough praise
• Over-tight planning
• Promoting too many like minded people from within
• Hoarding of problems
• Insufficient training
• Banning of brainstorming
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
Encouraging Organisational Creativity
• Valuing and rewarding creativity
• Trusting culture
• Freedom - not over-control
• Slack in resources
• Open communication
• Exposure to new ideas
• Tolerance of mistakes
• Tolerance of divergence/difference
• ‘Creative abrasion’
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
Technology, Talent, Tolerance and
Economic Growth
Innovation
Tolerance
Creative
class
Technology
Talent
Economic
Growth
Florida
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
The Creativity Matrix
CREATIVITY LEVEL
CR
EA
TIV
ITY
TR
EN
D
Ireland Finland
Denmark
USASweden
Netherlands
UK
GermanyItaly
France
Spain
Portugal
GreeceAustria
LAGGARDS
UP & COMING
LOSING GROUND
LEADERS
Corporate Entrepreneurship: Building the Entrepreneurial Organization by Paul Burns
Michael Dell
We learned the importance of ignoring conventional wisdom and doing things
our way....It’s fun to do things that people don’t
think are possible or likely. Its also exciting to achieve
the unexpected.