Corporate Creativity


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Presentation covers Creative Manager types, Traits, Problem Solving Techniques, Creative Teams , Creative Management Practices in HR, Marketing , Operations and Design

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Corporate Creativity

  1. 1. Corporate CreativityGopaldas Pawan KumarExcerpts from “ Corporate Creativity”-The Winning EdgeBy Pradip N Khandwalla
  2. 2. Creative ManagerManager is a decision makerAs per Carl Gustav Jung a famous Swiss psychologist humanscan be categorized based on their preferred modes ofperception.1. S –type: Rely on senses- touch, feel, seeing , hearing etc2. N-Type: Rely on intuition and mental faculties3. T- Types: Thinking, analyses , logic, Inquiry etc4. F- Type: Rely on feelings, sympathy, trust , values5. I- Type: Introverted, reflective , thoughtful6. E-Type: Extroverted, interactive, gregarious outward7. J- Type: Judging, controls, structured, goals.8. P-Type: Perception Oriented , curious, flexibleP,I,N&T Types are likely to possess Convergent- Divergentthinking but a creative manager should also possess S,F,E&J also in reasonable quantity.GDP2
  3. 3. Myers – Briggs Test IndicatorAs per Katherine Briggs and Isabel Myers manager couldbe categorized as having -1. Thinking and Judging Orientations2. Sensory and Extroversion3. Intuition and Introversion4. Feeling and PerceptionTop level executives are high on Extroversion and low onSensory orientation.Common combination found in organizations are ESTJand ISTJNP (Intuitive and Perceiving) is favored for innovationand originality and are suitable for R&D , IT , Strategicplanning)GDP3
  4. 4. Traits needed for Managerial Creativity1. Hunger for seeking knowledge.2. Sensitivity- Empathy and responsiveness.3. Complexity-Having conflicting ideas , visionary, moody etc4. Venturing-Aiming big, risk taking.5. Independence and courage.6. Reality contact- Grip on reality.7. Self-Sufficiency-Confident in taking onchallenging tasks.GDP4
  5. 5. Techniques of Creative Problem Solving1. Brain storming- Invented by Alex Osborn , an adexecutive.2. Check list of Questions – Also by Osborn- as peracronym ASARAMOMOA (for Primary Solution)3. Attributes Changing- Invented by RobertCrawford- tinkering and modifying the features.4. Morphological Analysis-Dr Paul Zwiky extendedthe concept of attribute changing. Ex : Fourattributes (material, size ,strength and durability)and four interesting alternatives would yield 4⁴ =256 options/ alternative solutions to work on.GDP5
  6. 6. ASARAMOMOAAcronym for1. Add2. Subtract3. Alter4. Rearrange5. Adapt6. Magnify7. Opposite8. Minify9. Other10. AlternativeGDP6
  7. 7. Techniques of Creative Problem Solving(Contd……)5. Synectics - invented by William Gordon . It is used whenother techniques have failed . It is a group activity. Stepsinvolved :a. PAU- Problem As Understoodb. EQ- Evocative Question- finding an analogy from antherfield.c. Force fit- Finding a solution to fit with original problem6. Breakthrough – Problem shared- Each member to interpret-Identify stakeholders(affected/problem creators)- teams areformed for each stakeholder-Each group to restate theproblem- Best Brainstorming solution idea is chosen – eachsolution is check listed- Reverse brainstorming- smallgroups are formed to develop and refine the same afterdiscussions with other groups.GDP7
  8. 8. Creative Encounters• Encounters could be in the form of anod, smile, grimace or could extend to hours ofdiscussion.• Outcomes could range from violent hatred to sharedfeeling of sublime intimacy.• Creative encounters result in Divergent thinkingand novel perspectives.• There could be dominated , mutually frustratingand mutually satisfying interactions.• Unsatisfactory Encounters could be due tosituations( conflict of interest due to power) andpositive / negative motives and skills.GDP8
  9. 9. Creative TeamsCreative teams achieve their goals effectively andinnovatively. The traits of Creative Teams are:1. Shared Values and Purposes.2. Skills and resources related to task on hand.3. Structure , role and rules4. Leadership to understand and respect creativity.5. Processes need to be reviewed starting withcommunications and identify those that conformand others having deviances.GDP9
  10. 10. Creative Management Practices1. Creative HRM Practices• Induction of new recruits to a company and providingtraining and job rotation orientations.• Delinquent or rowdy workers are mentored andreformed for their absenteeism and delinquency• Training Senior Managers to train juniors. CEObecoming a trainer. Offsite training programs also mayhelp.• Leader should be tough , tender , set personal exampleand be good at transactional and transformationalissues .• Grooming next in line to hold higher positions toprevent problems in succession.• Empowering Staff.GDP10
  11. 11. Creative Management Practices2. Creative Growth Strategies:• By way of expansion, diversification, mergers andacquisitions and joint ventures.3. Creative Marketing Management:• Creating memorable and effective ads and eventswould help the companies increase sales.• Sales Promotion Contests , Dealer management inCaterpillar way ( Manufacturer- Dealer – Customerlinkage) are all creative management activities thatenhance sales .GDP11
  12. 12. Creative Management Practices4. Creative Management of Operations• Operational Management was a major area ofcreativity in late 19th and early 20th Century .• Earlier in 1950’s and 60’s mathematics and computersciences were utilized through Operations Researchto schedule production, arrive at inventory levels etc.• Japanese companies introduced successfulmanufacturing techniques in 1970’s and 80’s –JIT, Kanban , TQM , TPM, 5S, certifications ofvendors, encouraging substitutes to reduce cost andweight , partnering with competition, involvingcustomers from design stage, using retirees assuppliers and quality inspectors have impactedmargins.GDP12
  13. 13. Creative Management Practices5. Creative Management of Product Design:• In competitive market, excellent product design andprocesses sell well.• Excellent product design requires Essence creativity(Novel ideas) , Elaborative creativity (use ofcomponents effectively) , and Expressive creativity(unique features)• As per Tom Kelly of IDEO the basic steps of creativeproduct design are:- Diverse skills of the team, knowledge of customer and market , understandingthe needs , difficulties, likes and dislikes ofcustomers, designers having good visualization skills, and to develop ideas that could be implemented .GDP13
  14. 14. ENDGDP