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Creativity & Innovation

Management
Each student will
introduce himself/herself
by a word beginning
with the same later or
initial sound as their
name.
Example:
I AM Lalit and I am
Lovely
SYLLABUS
Innovationis a new idea, more effective
device or process.
Innovation can be viewed as the
application of better solutions that meet
new requirements, inarticulate needs, or
existing market needs.
This is accomplished through more
effectiveproducts,processes,services,te
chnologies, orideasthat are readily
available
tomarkets,governmentsandsociety.
Innovation - Defined
Innovation is the implementation of new
ideas at the individual, group or
organizational level
Creativity - Defined
Creativity is the development of ideas
about
products, practices, services, or
procedures
that are novel and potentially useful to
the
organization
Eureka!
What Does It Take
to Be Creative?
Time

Hard work

Mental energy
Word Expansion
I
IN
GIN
GAIN
GRAIN
RATING
TRACING
CREATING
REDACTING
DEFRACTING
Philip L. Winters & Edward de Bono Creative Team 1999
o
The Creative Person
How are they different?

Personality Traits
Cognitive Creativity Skills
Domain-specific Knowledge
Intrinsic Motivation
Characteristics of Creative
People
Personality Traits of
Creative People
Persistence
Self-confidence
Independence
Attraction to complexity
Tolerance of ambiguity
Intuitiveness
Personality Traits of
Creative People
Have broad interests
Are energetic
Drive to achieve
Love their work
Take risks
Cognitive Creativity
Skills
Think creatively

Generate alternatives

Engage in divergent thinking

Suspend judgment
Domain-Specific Knowledge
Develops Via

Education Training

Contextual
Experience
Knowledge
Creativity Enhancers
Focus on intrinsic Hire creative people
motivation Enriched, complex jobs
Creativity goals Provide resources
Developmental Clear organizational
goals
feedback
Instructions to be
Supportive supervision creative
Healthy competition Recognize and reward
Participative decision creativity
making Encourage risk taking
Autonomy No punishment for
failure
Creativity Enhancers
Workforce diversity Organizational
Internal and culture the
external interaction promotes
Diverse teams innovation
skilled at working Flexible, flat
together structures
Supportive climate Close interaction
and relationships
with customers
How Can Organizations
Foster Creativity?
Hire creative & Provide resourcesDesign complex &
diverse workforce esp. time challenging jobs

Set clear Set creativity


Be Creative!
org. goals goals

Use diverse Recognize & Create the right


teams reward creativity org. culture
Management Style and
Creativity
Encourage risk taking
Provide autonomy
Encourage productivity - sweat
equity
Supportive supervision, climate,
and work group
Participative leadership
Organization Design
and Creativity

Flexible
Flat
Structures

That promote

Internal &
Close Contact
External
w/ Customers
Interaction
Creativity Killers

Excessive focus on extrinsic


motivation
Limits set by superiors
Critical evaluation
Close, controlling supervision
Competition in a win-lose
situation
Control of decision making
Control of information
Stages in the Creative
Process

Preparation

Verification Incubation

Illumination
Flow - Defined
Flow (autotelic experience) occurs
when
people experience a state of effortless
concentration and enjoyment
Creative Thinking
Techniques
Brainstorming Rules
Expressiveness - Say whatever ideas
come to mind without focusing on
constraints
Non-evaluation - No criticism allowed;
all are valuable
Quantity - Produce as many ideas as
possible
Building - Expand on other
peoples ideas
Creative Thinking
Techniques
Brainwriting

Hybrid of both
individual and group
brainstorming

Produces more ideas


than brainstorming
Innovation

Innovation is
introduction of a new
idea into the
marketplace in the form
of a new product or
service or new market
or an improvement in
organization or process.
Ideas have little value
unless they are
converted into useful
product and services
Characteristics of
INNOVATION
Innovation leads to changes
Result of a thoughtful plan
Can bring complete revolution or an extension
to existing products
Provide unique identity to a business
Innovation are action oriented and result
oriented
Help in making products and processes simple
to understand
Innovation involve continuous
experimentation and testing.
DO IT is a process for creativity

D - Define problem

O - Open mind and apply creative


techniques

I - Identify best solution

T - Transform
Components of Creativity
Intrinsic Motivation
Intrinsic motivation refers to motivation that
comes from inside an individual rather than
from any external or outside rewards, such as
money or grades. The motivation comes from
the pleasure one gets from the task itself or
from the sense of satisfaction in completing or
even working on a task. An intrinsically
motivated person will work on a math equation,
for example, because it is enjoyable. Intrinsic
motivation facilitates creativity and academic
performance, whereas extrinsic motivation
hinders creativity but has no effect on academic
performance.
Skills in task
A developed talent or ability: writing skills.
Knowledge of the problem
technical skill required in solving it

Skill in Creative thinking - refers to the


ability to form new combinations of ideas to
fulfill a need, or to get original or otherwise
appropriate results by the criteria of the
domain in question.
To hold as an opinion; believe; suppose
To anticipate or expect
To make a mental discovery
Creative People in
Organization
This creative group is divided to two different groups
namely initiators and problem solvers.
A person who initiates a course of action
A person who start working when problem
arises

Creative people can be said to have :


A particular Style
Originality
Experience
Determination Flexibility
Positive outlook
Two types of innovation
Incremental Innovation:

Incremental innovation is generally exploiting existing ideas


, like Pentium Dual Core shows and incremental on Pentium
IV.

Radical Innovation:

Radical Innovation is like finding a commodity , something


new to world like the transistors , these generally require
R&D and take a lot of time.
Where do innovative ideas
come from?
Unsatisfied customers.

Demographic changes in society.

Market changes

Knowledge based concepts

Research and Development.

Problem solving.
Innovation in Automobile
industry
Automobile industry is one of the most competitive
industry , which has to innovate much in its R&D .

TATA created a revolution with the Nano , the worlds


cheapest car.

Mahindra and Mahindra, which was mostly known


only for tractors , had to come up with the Scorpio
and Scooter that changed the way people looked at M
& M.
Can you improve your
creativity? Yes! How?
Gather as much information
as you can (read, talk with
experts, etc.) and
brainstorm. Just think about
the problem or issue until
an idea comes to you. Is the
solution reasonable? If so,
try it. If not, keep thinking.
If you tried out an idea, did
it work? If so, great! If not,
begin the process over
again. Do not put barriers
on your mind. Put these
steps to use.
Lateral Thinking
Lateral thinking is about reasoning that
is not immediately obvious and about
ideas that may not be obtainable by
using only traditional step-by-step
logic.
Lateral thinking
Lateral Thinking - Theory

The brain is not intended for creative thinking

The brains power is in forming patterns


and sticking to these patterns

SO

To become creative you need to block


normal channels and cut across patterns
in a self-organizing information system

1
Explaining lateral thinking
Mind is like mud grooves are
formed where water/thoughts run.
Need to form new avenues
Discovery consists of looking at the
same thing as everyone else and
thinking something different Albert
Szent-Gyorgyi, Nobel Prize Winner
Vertical thinking Vs Lateral thinking

Vertical thinking Lateral thinking

1. Take a position 1. Take a position

2. Develop arguments 2. Put forward different views which


which are: are:
related to 1 not derived from each other
derived from 1 all correct
all coexisting

Area of focus

Truth Area of focus


Logic Possibilities, alternatives, what
What is might be
2
Lateral thinking - Exercise

VII
Add a single line to turn this into an eight

3
Lateral thinking - Exercise

IX
Add a single line to turn
this into a six

4
Solutions

1. IX

2. SIX

3. IX6
5
The six thinking hats - Process and rationale

Rationale

Cooperative exploration Process


replaces adversarial
thinking Meeting of several people

Ego factors are removed Deliberate putting on of


different hats i.e. different
Negativity is not allowed attitudes

Everyone wears each hat


simultaneously

Hats are changed during


meeting

7
Six thinking hats

White hat Red hat Black hat


Association White paper: Fire, warmth Strict judge, intolerant
neutral of wrong doers
carrier of
information
Area of focus Data and Feelings, Critical judgement
information intuition

Questions/discussionWhat info do we This is what I feel The regulations dont


topic have? My gut feel is that allow
What info is I dont like the way He doesnt have the
missing? My intuition tells me experience
Where will we get Those prices wont be
it? profitable
How will we get it? We wont fill capacity

Source Edward de Bor 8


Six thinking hats continued...

Yellow hat Green hat Blue hat


Association Sunshine Vegetation, Sky
Optimism Rich growth Overview
Logical, positive
view
Area of focus Benefits (logically Creative thinking Agenda
based) New ideas Next steps
Feasibility Additional alternativesProcess control

Questions/discussionThis would work if Are there alternatives?Lets summarize views


topic we did X Could there be another Lets look at priorities
The benefit would reason? The points to discuss
come from Y What is a creative are...
High labour costs solution
mean a lower
workforce
Source Edward de Bor 9
Six thinking hats continued...

Yellow hat Green hat Blue hat


Association Sunshine Vegetation, Sky
Optimism Rich growth Overview
Logical, positive
view
Area of focus Benefits (logically Creative thinking Agenda
based) New ideas Next steps
Feasibility Additional alternativesProcess control

Questions/discussionThis would work if Are there alternatives?Lets summarize views


topic we did X Could there be another Lets look at priorities
The benefit would reason? The points to discuss
come from Y What is a creative are...
High labour costs solution
mean a lower
workforce
Source Edward de Bor 9
Sequence is not fixed, but
often it is:
1 White info
2 Green ideas
3Yellow benefits of ideas
4 Black evaluation
5 Red feelings
6 Blue - conclusions
The need for creativity

We need it... but we lack it

Creativity produces new ideas The brain is not naturally


in: creative

Science Education is concerned with


Arts right and wrong
Business
Leisure
etc, etc, etc...

16
Creativity Can Be Learned
Inventing is a skill that some people have
and some dont. But you can learn how to
invent. You have to have the will not to
jump at the first solution because the
elegant solution might be around the
corner. An inventor is someone who says,
Yes, thats one way to do it but it doesnt
seem to be an optimum solution. Then
he keeps on thinking.
Ray Dolby, inventor
Problems cannot be
solved by thinking
within the framework
within which the
problems were
created
Left and Right Brain in Creativity

Left Brain Creative Thinking Right Brain


Symbols Sensory Images
Words Dreaming
Logic Feeling
Judgement Intuition
Mathematics Visualisation
Speaking
Creativity Exercise
Objective: Remove the ball
from the bottom of the tube Ping pong ball
without damaging the tube,
ball or ground

Tube with diameter 2mm


wider than ball

Tube cemented into


ground
Techniques for eliciting
group creativity
Techniques for Eliciting Group
Creativity
Technique Description

Need/Problem - Based on asking people about the needs & problems


identification they have with existing products

Attribute listing - List major attributes and consider how to


modify each one

Brainstorming - Stimulate ideas in a group of 6 to 10 people


in a non evaluative way

Lateral thinking - Elicit ideas, using tools which by-pass


vertical, rational logic
Needs/Problem Identification

Based on consumer, not creative brainpower

Process Evaluation
Consumers are asked about needs, 1. Can be expensive (need
problems and ideas, either:- hundreds of responses or
detailed interviews)
- quantitatively - Hundreds are asked
to rank whether satisfied or 2. Good for making product
unsatisfied with particular attributes improvements
- qualitatively - through discussion in 3. Rarely effective in finding
focus groups entirely novel ideas
Attribute Listing
Process Evaluation
1. List attributes of - Produces solutions directly pertinent
product to the problem
- Need to concentrate on attributes
2. Take each attribute in related to primary functions,
turn. (No more than 7 otherwise its easy to become
at a time) irrelevant
3. Consider how each - Unlikely to produce true novelty or
can be modified richness in problem solution

4. Evaluate best ideas


Attribute Listing: Toothbrush
Example
1. List attributes 2. Take each attribute (e.g. 3. Evaluate best ideas
made of plastic)
- Made of plastic - Suggest full costing of
- Could it be made of other aluminium toothbrush
- Manually operated
materials?
- Examine technicalities
- Needs supply of
- Could it be made more of biodegradable bristles
toothpaste and water
cheaply in other materials?
- Could it be made more
fashionably in other materials?
- Could there be a disposable
version?
- Could there be a green
version?
Definition of Brainstorming

To practice a conference technique by which


a group attempts to find a solution for a
specific problem by amassing all the ideas
spontaneously contributed by its members
Osborn (inventor of brainstorming), 1953
Basic Rules of Brainstorming
No criticism whatsoever
Free-wheeling is welcome. The
whackier the idea, the better
The more ideas, the better
Building on others ideas is
encouraged
Brainstorming: Warning

PREMATURE EVALUATION WILL


PREVENT CONCEPTION !
Brainstorming : Problems Solved And Group
Composition

TYPICAL PROBLEMS GROUP COMPOSITION


ADDRESSED
Suggestions for new research Open minded individuals
New concepts for products or Few vested interests
markets
Avoid extremes - dominant or
Managerial problems (eg how insecure personalities
to make work more fulfilling)
Variation in age
Improvements to processes
Variation in background
Brainstorming : Evaluation
Frequently used technique
Easy to implement
Time efficient
Prone to inaccurate usage
Research findings on usefulness are
contradictory (both positive and
negative)
Inconclusive
Lateral thinking
Synectics

Etymology : Made up of Syn and ectors which


together suggest the bringing together of diversity

Synectics involves making the familiar strange to gain


new insights. It is a process for a group of individuals
working in a group using nonrational approaches
Synectics : Process And
Requirements
PROCESS: Example GROUP REQUIREMENTS
1. State the problem Needs experienced, trained and
2. Select the metaphor uninvolved facilitator
3. Use the metaphor to Groups used to dealing with metaphors
generate new ideas Emotional maturity
Willingness to experiment
Ideal group size : 6-8 people
Session runs for 3 days
Examples of Metaphors
Analogy Description Example

Personal Put yourself in the shoes of Think how tired a door


the object hinge becomes from
opening and shutting

Describe how it feels to use Imagine the sensations of


a particular object being in an open top sports
car

Direct Make comparisons with similar Compare a problem of


facts, information or technology irregular paper flow in an
office with the flow of a
river

Fantasy Based on Freuds notion that How in our wildest


creative thinking and wish fantasies would a new
fulfilment are related. Does alcoholic drink look and
away with bounds of reality taste
Synectics : Evaluation
Dependent on trained facilitator and
receptive group members
Good at generating novel solutions
Used less than brainstorming due to
need for facilitator and general risk-
aversion associated with wild
thinking
Used more in the USA than here
Increasing Personal
Creativity
Ways of Enhancing Personal
Creativity
1. Accept theres no right answer
2. Dont follow the rules
3. Be foolish
4. Ask What if?
5. Think outside your area
6. Go for ambiguity
7. Believe in yourself
1. No Right Answer
The best way to get a good idea is to
get a lot of ideas
Change your question (eg IBM should
have thought in terms of solutions to
problems, not computing hardware)
Avoid workplaces with a culture of
uniformity
2. Dont Follow The Rules
We make rules based on reasons that
make sense
We follow these rules
Time passes, things change
The original reasons for the rules no
longer exist, but because the rules
are still in place, we continue to
follow them
Dont Follow The Rules :
Example

QWERTYUIOP
Examples of Rule-Breaking Creativity
Who How?

Columbus Broke the rule that to travel East you cannot go West

Copernicus Broke the rule that the universe is anthropocentric

Einstein Broke the rules of Newtonian physics by equating mass and


energy as different forms of the same phenomenon

General Motors Broke Fords rule of any colour, as long as its black

Butterfly Stroke Broke the rules of arm recovery in breaststroke

Henry VIII Broke the rule that the Pope should hold sway in England

Bell Labs Broke the rule that electrons need to travel in a vacuum for
signal processing
3. Be Fool-ish: Examples
Think against the conventional flow, like the fool in
Shakespearean times

Case Area

19th century physician Edward Jenner in Small pox vaccinations


looking for a small pox cure, looked not at
those with small pox, but those without

Alfred Sloan and his disapproval of Car industry


groupthink, retabled motions where
everyone agreed

1334 siege of Hocharterwitz castle in Survival


Austria
Twelfth Night
Act 1 scene 5

Clown
Good madonna, why mournest thou?
OLIVIA
Good fool, for my brother's death.
Clown
I think his soul is in hell, madonna.
OLIVIA
I know his soul is in heaven, fool.
Clown
The more fool, madonna, to mourn for your brother's soul being in heaven. Take away
the fool, gentlemen
4. Ask What If?
Ask what if someone else were
solving your problem for you, eg
Churchill
Machiavelli
Freud
Ghandi
Mozart

5 minute exercise : What if someone else were


running this session on creativity. How would they
organise/structure it?
5. Think outside your area: Examples
Who? How?
World War I military Borrowed ideas from cubist art to create more
designers efficient camouflage patterns for tanks and guns

John von Neumann Used knowledge from poker playing to develop the
(Mathematician) game theory model of economics

Japanese industry Collaborations between entirely unconnected


industries actively encouraged to make R&D
breakthroughs
Think Outside Your Area :
Suggestions
1. Read fiction and stimulate your imagination
2. Go to places you wouldnt normally go (eg a junk yard,
a fairground)
3. Develop the explorers attitude : the outlook that
wherever you go, there are ideas out there
(4. When you hit on an idea, write it down)
6. Go For Ambiguity

If you tell people where to go, but not how to


get there, youll be amazed at the results
George S Patton (American General)
Ambiguity As Found In The
Workplace
Non hierarchical organisation
Tolerance (or even encouragement)
of different approaches
Broad goals defined, but little else
Believe in Yourself

Lack of creativity is a self-fulfilling prophecy (as


substantiated by research!)
Innovation/creativity:
conclusions
Creativity CAN be learned . If your
organisation/group doesnt make use of
specific creative techniques, why not
introduce them?
Be willing to think whacky thoughts -
collectively these can spark excellent ideas.
Be constantly receptive creativity comes
from the most unlikely sources!
Thank you

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