Ellen Greenberg - Creativity in Business

Junior Achievement in Bulgaria Smart-Start Conference March 23, 2010 CREATIVITY IN BUSINESS Ellen Greenberg, M.B.A., Ph.D. Professor, Sofia University “Kliment Ohridski” Director, Diagnostic and Consultative Medical Center “Dr. I. S. Greenberg” B.S., Massachusetts Institute of Technology M.B.A. Ph.D., Columbia University

Creativity in Business Definitions of Creativity Ability to bring something new into existence Process leading to a result which is novel (new), useful (satisfies an exisiting need) and understandable, with a heuristic rather than algorhythmic (fixed rules) task Picasso: Some painters transforms the sun into a yellow spot, others transform a yellow spot into the sun Degas: a painter paints a picture with the same feeling as that which a criminal commits a crime Creative Process (Wallas, 1926) • Preparation • Incubation • Illumination (Eureka!) • Verification and Exploitation, including Innovation Pasteur – Chance favors the prepared mind Archimedes in bathtub Alexander Fleming, Penicillin, 1939 Mozart vs. Beethoven; Mozart approached by teenager Cognitive Styles Integrative Style – integrate, reorganize, or restructure existing modes Setbreaking Style - Facility in understanding complexities and ability to break mental state Problem-sensing Style – see a problem others don’t notice or where none seemed to exist Imaging Aethetics Characteristics of Creative Individuals Openness to experience Observing – seeing things in unusual ways Curiosity Accepting and reconciling apparent opposites Tolerance of Ambiguity

Characteristics of Creative Individuals, continued Independence in judgment, thought and action Needing and assuming autonomy Self-reliance Not being subject to group to group standards and control Willingness to take calculated risks Persistence Sensitivity to problems Fluency – ability to generate a large number of ideas Flexibility Originality Responsiveness to feeling Openness to unconscious phenomena Motivation Freedom from fear of failure Ability to concentrate Thinking in images Selectivity Six Ways to Kill Creativity Evaluation Surveillance Rewards Competition Restricted Choices Extrinsic Orientation Encourage Creativity Training and Education (i.e. preparation, formulating a problem) Encourage intrinsic motivation Allow for possibility of failure because creative effort is greatest when the probability of success or failure are equal, i.e. 50/50 Organic structure (as cf. mechanistic structure) Open communication Autonomy and feedback Flexibility Reduce pressure of rules and regulations Choices

Ellen Greenberg - Creativity in Business

by Junior Achievement Bulgaria on Jun 10, 2010

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