Creativity as a starting point for innovation

Creativity as a starting point for innovation Stanislav Nemeržitski Tallinn University

Defining creativity
Creativity is a set of individual traits and characteristics that gives advantage to solve problems in a novel way and get initially planned results, in all sorts of human activities (Taylor, 1970; Milgram, 1990)
During creative process a novel idea is generated or a novel/ original use is found for the existing applications
While speaking of creativity, we at the same time mean unusual , but also socially acceptable achievements

Defining innovation
Innovation is a novel use of invention, discovery, or new or existing knowledge in mass economical process (Schumpeter, 1939)
While creativity is mainly associated with novel idea, novelty of the process or achievement/ result, innovation is focusing on implementation of such results
Innovation is often defined by competitiveness through changes and/ or improvements in technology, management, or product development
Danger to the interpretation of innovation: often seen as merely technological, only practical
Linear approach to innovation: new discovery (theory), then empirical study, then (economical) profit/mass use

Social innovation
Changes on societal level (professional relations, cooperation of different sectors), that bring to icrease in efectiveness, productivity, quality etc
It’s generation and implementation of novel ideas about how individuals and social environment surrounging them interact with each other (Mumford, 2002)
Its’ goal is to fill the gaps and deficiences in the existing social systems , i.e social innovation reorganizes missing components between people and/ or social systems
Is needed often in unexpected, critical circumstances, where people face unknown situations that require novel solutions/ behaviour

Components theory of creativity (Amabile, 1996) and innovation Work environment Intrinsic motivation Field related knowledge Creativity related processes
Creative process
(creative cognitive process)
Defining problem
Preparation
Generating answers
Validation and communication of solution
CREATIVE RESULT External component (independent of indiv.) Internal components (depending on indiv.) INNOVATION INNOVATION

Team motivation (West, 1997) INPUT GROUP PROCESSES (CREATIVE) OUTPUT
Group content:
Heterogenety
Size
(co)working experience
Proportion of innovators
Level of knowledge, skills and abilities of the team
Complexity of the task
Organizational context:
Atmosphere in the team
Support for team work
Resources
Size of organization
Clarity of the goals and dedication to them
Participation of team members
Orientation towards the exercise
Support for innovation
Amount of innovative solutions
Innovation’s...
...extreme
...extent
...novelty
...efectivity

Supporting creativity in group leads to innovative ideas
Novel ideas are perceived as threat to organization (risk to stability, change of status quo )
Different creative techniques combined together produce novel, original, creative outcome – which may lead to innovative implementation
TIME DEFINES CREATIVE OUTCOME!
Before creative session some rules have to be clear:
Be laconic, content-rich
Show genuine interest in the process
No need for unnecessary critics
Mark all the ideas popping up
Prefer “ yes, and... ” rather than “ yes, but... ”
Risk, offer and implement unknown and unfamiliar
In the time of creative crisis – take a creative break (traditional “coffee/smoke break” exhausts brain and imagination)

THANK YOU FOR YOUR ATTENTION

Creativity as a starting point for innovation

by network_trainers on Nov 10, 2009

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