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‫ﻧﻮآوری‬ ‫و‬ ‫ﺧﻼﻗﯿﺖ‬
‫ﺗﺪوﯾﻦ‬ ‫و‬ ‫ﺗﻬﯿﻪ‬:
‫ﻣﻘﺪم‬ ‫ﻋﻠﯿﺰاده‬ ‫ﺷﮑﻮه‬
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‫ﺑﻬﺎر‬۹۵
‫ﺗﻬﺮان‬ ‫داﻧﺸﮕﺎه‬
‫ﺧﻼﻘیﺖ‬:
‫ـﻮﺁﻭﺭﻱ‬‫ﻧـ‬ ‫ﻭ‬ ‫ـﺖ‬‫ﺧﻼﻗﻴـ‬‫ﺍﺯ‬ ‫ـﻲ‬‫ﻳﻜـ‬
‫ﺗــﺮﻳﻦ‬ ‫ﺍﺳﺎﺳــﻲ‬ ‫ﻭ‬ ‫ﻣﻬﻤﺘــﺮﻳﻦ‬
‫ﻛـﻪ‬ ‫ﺍﺳـﺖ‬ ‫ﺍﻧﺴﺎﻥ‬ ‫ﻫﺎﻱ‬ ‫ﻭﻳﮋﮔﻲ‬
...
‫ﺧﻼﻘیﺖ‬‫وﺠﻮد‬‫رت‬‫و‬‫ﺿﺮ‬
‫ﺣﺎﺿﺮ‬‫ن‬‫ﻘﺮ‬‫در‬
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‫ﺩﺍﻧﺶ‬ ‫ﻣﺮﺯﻫﺎﻱ‬ ‫ﮔﺴﺘﺮﺵ‬
‫ﺩﺍﻧﺸﮕﺎﻫﻲ‬ ‫ﻧﻈﺎﻡ‬ ‫ﺭﺷﺪ‬
‫ﻋ...
‫ﻭﺍژﻩ‬ ‫ﻣﻌﺎﺩﻝ‬ ‫ﺧﻼﻗﻴﺖ‬ ‫ﻭﺍژﻩ‬Creativity
‫ﻭﺍژﻩ‬ ‫ﺑـﺎ‬ ‫ﺑﺮﺍﺑـﺮ‬ ‫ﻧﻮﺁﻭﺭﻱ‬ ‫ﻭ‬Innovation
‫ﺑﺎﺷﺪ‬ ‫ﻣﻲ‬.
‫ری‬‫و‬
ٓ
‫ﻧﻮا‬‫و‬‫ﺧﻼﻘیﺖ...
‫ﻓﺮﺍﻳﻨـﺪ‬ ‫ﻋﺒـﺎﺭﺗﻲ‬ ‫ﺑـﻪ‬ ‫ﻭ‬ ‫ﻣﻮﺿـﻮﻉ‬ ‫ﺑـﻪ‬ ‫ﻣﺘﻔـﺎﻭﺕ‬ ‫ﻭ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻧﮕﺎﻩ‬ ‫ﺍﺯ‬ ‫ﺍﺳﺖ‬ ‫ﻋﺒﺎﺭﺕ‬ ‫ﺧﻼﻗﻴﺖ‬
‫ﺑﻴـﻨﺶ‬ ‫ﺁﻭﺭﺩﻥ‬ ‫ﺩﺳـﺖ‬...
‫ری‬‫و‬
ٓ
‫ﻧﻮا‬...
‫ﻳﺎ‬ ‫ﻳﺎﻓﺘﻪ‬ ‫ﻋﻴﻨﻴﺖ‬ ‫ﺧﻼﻗﻴﺖ‬ ‫ﻣﻌﻨﻲ‬ ‫ﺑﻪ‬
‫ﻳﺎﻓﺘﻪ‬ ‫ﺗﺤﻘﻖ‬ ‫ﺧﻼﻕ‬ ‫ﺍﻧﺪﻳﺸﻪ‬
-‫ﺧﻼﻗﻴﺖ‬=‫ﺍﻳﺪﻩ‬ ‫ﺗﻮﻟﻴﺪ‬)‫ﺫﻫﻨﻲ‬ ‫...
•‫ﻫﻨﺮﻱ‬ ‫ﺧﻼﻗﻴﺖ‬(Article Creativity)
•‫ﺭﻭﺯﺍﻧﻪ‬ ‫ﺧﻼﻗﻴﺖ‬(Everyday Creativity)
•‫ﻋﻠﻤﻲ‬ ‫ﺧﻼﻗﻴﺖ‬(Scientific Creativity)
‫ﻣﺪﻳﺮﻳﺖ‬...
‫ﻫﺎ‬‫ری‬‫و‬
ٓ
‫ﻧﻮا‬‫و‬‫ﻫﺎ‬‫ﺧﻼﻘیﺖ‬‫اﺴﺎس‬‫و‬‫ریﺷﻪ‬
‫ﺳﺎﺯﻱ‬ ‫ﺟﺎﻧﺸﻴﻦ‬)Substitution(
‫ﻛﺮﺩﻥ‬ ‫ﺗﺮﻛﻴﺐ‬)Combine(
‫ﺳﺎﺯﮔﺎﺭﻱ‬ ‫ﻭ‬ ‫ﻭﻓﺎﻕ...
‫ﺧﻼﻘیﺖ‬‫ﺴﻄﻮح‬:‫ﺑﻮﺩﻥ‬ ‫ﻧﻮ‬ ‫ﻣﻴﺰﺍﻥ‬ ‫ﻭ‬ ‫ﺍﺭﺯﺷﻤﻨﺪﻱ‬ ‫ﻣﻴﺰﺍﻥ‬ ‫ﻣﺒﻨﺎﻱ‬ ‫ﺑﺮ‬ ‫ﺑﻨﺪﻱ‬ ‫ﺩﺭﺟﻪ‬ ‫ﻧﻮﻋﻲ‬
-------------------------------...
‫ﺑﻨیﺎدی‬ ‫ری‬‫و‬
ٓ
‫ﻧﻮا‬‫و‬ ‫ﺧﻼﻘیﺖ‬
‫ﻭ‬ ‫ﺗﻐﻴﻴـﺮ‬ ‫ﻣﻮﺟـﺐ‬ ‫ﺟﺪﻳﺪﻛـﻪ‬ ‫ﺧـﺪﻣﺘﻲ‬ ‫ﻳﺎ‬ ‫ﻣﺤﺼﻮﻝ‬ ‫ﺍﺭﺍﺋﻪ‬ ‫ﺩﺭ‬ ‫ﺯﻳﺮﺑﻨﺎﺋﻲ‬ ‫ﻭ‬ ‫ﺍﺳﺎﺳ...
‫ﻛﺎﺭﺁﻓﺮﻳﻨﻲ‬ ‫ﻣﻨﻈﻮﺭ‬ ‫ﺑﻪ‬ ‫ﺁﻭﺭﻱ‬ ‫ﻧﻮ‬ ‫ﻓﺮﺁﻳﻨﺪ‬
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‫ﻛﻨﻴﺪ‬ ‫ﻃﻲ‬ ‫ﺧﻮﺩﺗﻮﻥ‬ ‫ﺑﺎﻳﺪ‬ ‫ﺭﻭ‬ ‫ﺭﺍﻩ‬ ‫ﺑﻘﻴﻪ‬ ‫ﻛﻨﻢ‬ ‫ﻣﻲ‬ ‫ﻓﻜﺮ‬...
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خلاقیت
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خلاقیت

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خلاقیت

  1. 1. ‫ﻧﻮآوری‬ ‫و‬ ‫ﺧﻼﻗﯿﺖ‬ ‫ﺗﺪوﯾﻦ‬ ‫و‬ ‫ﺗﻬﯿﻪ‬: ‫ﻣﻘﺪم‬ ‫ﻋﻠﯿﺰاده‬ ‫ﺷﮑﻮه‬ -------------------------- ‫ﺑﻬﺎر‬۹۵ ‫ﺗﻬﺮان‬ ‫داﻧﺸﮕﺎه‬
  2. 2. ‫ﺧﻼﻘیﺖ‬: ‫ـﻮﺁﻭﺭﻱ‬‫ﻧـ‬ ‫ﻭ‬ ‫ـﺖ‬‫ﺧﻼﻗﻴـ‬‫ﺍﺯ‬ ‫ـﻲ‬‫ﻳﻜـ‬ ‫ﺗــﺮﻳﻦ‬ ‫ﺍﺳﺎﺳــﻲ‬ ‫ﻭ‬ ‫ﻣﻬﻤﺘــﺮﻳﻦ‬ ‫ﻛـﻪ‬ ‫ﺍﺳـﺖ‬ ‫ﺍﻧﺴﺎﻥ‬ ‫ﻫﺎﻱ‬ ‫ﻭﻳﮋﮔﻲ‬ ‫ﻫـﺎﻱ‬ ‫ﺟﻨﺒﻪ‬ ‫ﻭ‬ ‫ﺍﺑﻌﺎﺩ‬ ‫ﻫﻤﻪ‬ ‫ﺗﻘﺮﻳﺒﺎ‬ ‫ـﺖ‬‫ـ‬‫ﺗﺤ‬ ‫ﺭﺍ‬ ‫ﻭﻱ‬ ‫ـﺪﻥ‬‫ـ‬‫ﺗﻤ‬ ‫ﻭ‬ ‫ـﺪﮔﻲ‬‫ـ‬‫ﺯﻧ‬ ‫ﺩﻫﺪ‬ ‫ﻣﻲ‬ ‫ﻗﺮﺍﺭ‬ ‫ﺧﻮﺩ‬ ‫ﻛﺎﻣﻞ‬ ‫ﺗﺄﺛﻴﺮ‬. ‫ﻃـﻮﺭ‬ ‫ﺑـﻪ‬ ‫ﻭ‬ ‫ﻫﻨﺮﻫﺎ‬ ،‫ﻓﻨﻮﻥ‬ ،‫ﻋﻠﻮﻡ‬ ‫ﺍﻧﺴـﺎﻥ‬ ‫ﺗﻤـﺪﻥ‬ ‫ﻛﻠﻲ‬،‫ﻣﺤﺼـﻮﻝ‬ ‫ـﻦ‬‫ـ‬‫ﺍﻳـ‬ ‫ﺩﺭ‬ ‫ﻭ‬ ‫ـﺖ‬‫ـ‬‫ﺍﺳـ‬ ‫ـﺖ‬‫ـ‬‫ﺧﻼﻗﻴـ‬ ‫ﻭ‬ ‫ﺗﻜــﻮﻳﻨﻲ‬ ‫ﻧﻘــﺶ‬ ‫ﺧﺼــﻮﺹ‬ ‫ﺩﺍﺭﺩ‬ ‫ﺗﻜﺎﻣﻠﻲ‬. ‫ﻧﻮﺁﻭﺭﻱ‬ ‫ﻭ‬ ‫ﺧﻼﻗﻴﺖ‬،‫ﺍﺳﺖ‬ ‫ﺗﻤﺪﻥ‬ ‫ﺗﻜﺎﻣﻞ‬ ‫ﻭ‬ ‫ﺭﺷﺪ‬ ‫ﻋﺎﻣﻞ‬ ‫ﻭ‬ ‫ﺣﺮﻛﺖ‬ ‫ﻣﻮﺗﻮﺭ‬....
  3. 3. ‫ﺧﻼﻘیﺖ‬‫وﺠﻮد‬‫رت‬‫و‬‫ﺿﺮ‬ ‫ﺣﺎﺿﺮ‬‫ن‬‫ﻘﺮ‬‫در‬ ---------------------------- ‫ﺩﺍﻧﺶ‬ ‫ﻣﺮﺯﻫﺎﻱ‬ ‫ﮔﺴﺘﺮﺵ‬ ‫ﺩﺍﻧﺸﮕﺎﻫﻲ‬ ‫ﻧﻈﺎﻡ‬ ‫ﺭﺷﺪ‬ ‫ﻋﻠﻤﻲ‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﻭ‬ ‫ﺭﺷﺪ‬ ‫ﺻﻨﻌﺘﻲ‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﻭ‬ ‫ﺭﺷﺪ‬ ‫ﻓﻨﺎﻭﺭﻱ‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﻭ‬ ‫ﺭﺷﺪ‬ ‫ﻣﺴـﺎﺋﻞ‬ ‫ﺣﻞ‬ ‫ﺩﺭ‬ ‫ﺟﺎﻣﻌﻪ‬ ‫ﻧﺎﺗﻮﺍﻧﻲ‬ ‫ﻣﻌﻤﻮﻝ‬ ‫ﺭﻭﺵ‬ ‫ﺑﻪ‬
  4. 4. ‫ﻭﺍژﻩ‬ ‫ﻣﻌﺎﺩﻝ‬ ‫ﺧﻼﻗﻴﺖ‬ ‫ﻭﺍژﻩ‬Creativity ‫ﻭﺍژﻩ‬ ‫ﺑـﺎ‬ ‫ﺑﺮﺍﺑـﺮ‬ ‫ﻧﻮﺁﻭﺭﻱ‬ ‫ﻭ‬Innovation ‫ﺑﺎﺷﺪ‬ ‫ﻣﻲ‬. ‫ری‬‫و‬ ٓ ‫ﻧﻮا‬‫و‬‫ﺧﻼﻘیﺖ‬‫ﺗﻌﺎریﻒ‬ ‫ﻫﺎی‬‫ویﮋﮔی‬ ********************************************* ‫ﺗﺎﺯﮔﻲ‬Newness ‫ﻧﻮﻳﻲ‬ ‫ﻭ‬ ‫ﺟﺪﻳﺪﻱ‬Novelty ‫ﺑﻮﺩﻥ‬ ‫ﺳﺮﺁﻏﺎﺯ‬Originality ‫ﺑﻮﺩﻥ‬ ‫ﺑﺎﺭ‬ ‫ﺍﻭﻝ‬Initiative ‫ﺑﻮﺩﻥ‬ ‫ﻣﻔﻴﺪ‬Usefulness
  5. 5. ‫ﻓﺮﺍﻳﻨـﺪ‬ ‫ﻋﺒـﺎﺭﺗﻲ‬ ‫ﺑـﻪ‬ ‫ﻭ‬ ‫ﻣﻮﺿـﻮﻉ‬ ‫ﺑـﻪ‬ ‫ﻣﺘﻔـﺎﻭﺕ‬ ‫ﻭ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻧﮕﺎﻩ‬ ‫ﺍﺯ‬ ‫ﺍﺳﺖ‬ ‫ﻋﺒﺎﺭﺕ‬ ‫ﺧﻼﻗﻴﺖ‬ ‫ﺑﻴـﻨﺶ‬ ‫ﺁﻭﺭﺩﻥ‬ ‫ﺩﺳـﺖ‬ ‫ﺑـﻪ‬ ‫ﻭ‬ ‫ﻣﻮﺿﻮﻉ‬ ‫ﻳﻚ‬ ‫ﺩﺭﺑﺎﺭﻩ‬ ‫ﺧﻮﺩ‬ ‫ﺩﺍﻧﺶ‬ ‫ﺳﺎﺧﺘﻦ‬ ‫ﺩﻭﺑﺎﺭﻩ‬ ‫ﻭ‬ ‫ﺷﻜﺴﺘﻦ‬ ‫ﺁﻥ‬ ‫ﻣﺎﻫﻴﺖ‬ ‫ﻭ‬ ‫ﺁﻥ‬ ‫ﺑﻪ‬ ‫ﻧﺴﺒﺖ‬ ‫ﺟﺪﻳﺪ‬. ‫ﺑﻪ‬ ‫ﺷﺪﻥ‬ ‫ﺣﺴﺎﺱ‬ ‫ﻓﺮﺍﻳﻨﺪ‬ ‫ﺍﺯ‬ ‫ﺍﺳﺖ‬ ‫ﻋﺒﺎﺭﺕ‬ ‫ﺧﻼﻗﻴﺖ‬:،‫ﺩﺍﻧـﺶ‬ ‫ﻫﺎﻱ‬ ‫ﺷﻜﺎﻑ‬ ،‫ﻧﻮﺍﻗﺺ‬ ،‫ﻣﺴﺎﺋﻞ‬ ‫ﻭ‬ ‫ﻫﺎ‬ ‫ﻧﺎﻫﻤﺎﻫﻨﮕﻲ‬ ،‫ﻣﻔﻘﻮﺩﻩ‬ ‫ﻋﻨﺎﺻﺮ‬....،‫ﻫـﺎ‬ ‫ﺣـﻞ‬ ‫ﺭﺍﻩ‬ ‫ﺟﺴـﺘﺠﻮﻱ‬ ،‫ﻫﺎ‬ ‫ﺩﺷﻮﺍﺭﻱ‬ ‫ﺷﻨﺎﺳﺎﻳﻲ‬ ‫ﻭ‬ ‫ﻫـﻢ‬ ‫ﺑـﻪ‬ ‫ﺳـﺮﺍﻧﺠﺎﻡ‬ ‫ﻭ‬ ‫ﺁﺯﻣـﻮﺩﻥ‬ ،‫ﻧﻮﺍﻗﺺ‬ ‫ﺩﺭﺑﺎﺭﻩ‬ ‫ﻫﺎ‬ ‫ﻓﺮﺿﻴﻪ‬ ‫ﻛﺮﺩﻥ‬ ‫ﻣﻨﻈﻢ‬ ‫ﻳﺎ‬ ‫ﻫﺎ‬ ‫ﺯﺩﻥ‬ ‫ﺣﺪﺱ‬ ‫ﻧﺘﺎﻳﺞ‬ ‫ﻛﺮﺩﻥ‬ ‫ﻣﺮﺗﺒﻂ‬. ‫ﺫﻫﻨﻲ‬ ‫ﻫﺎﻱ‬ ‫ﻗﺎﻟﺐ‬ ‫ﺍﺯ‬ ‫ﺷﺪﻥ‬ ‫ﺧﺎﺭﺝ‬ ‫ﺍﺯ‬ ‫ﺍﺳﺖ‬ ‫ﻋﺒﺎﺭﺕ‬ ‫ﺧﻼﻗﻴﺖ‬ ‫ﺗﻜﺮﺍﺭ‬ ‫ﺗﻠﻪ‬ ‫ﺍﺯ‬ ‫ﺷﺪﻥ‬ ‫ﺭﺩ‬ ‫ﻭ‬ ‫ﻣﺮﺳﻮﻡ‬ ‫ﺟﻬﺎﻥ‬ ‫ﺍﺯ‬ ‫ﺷﺪﻥ‬ ‫ﺧﺎﺭﺝ‬ ‫ﺗﻮﺍﻧﺎﺋﻲ‬ ‫ﺍﺯ‬ ‫ﺍﺳﺖ‬ ‫ﻋﺒﺎﺭﺕ‬ ‫ﺧﻼﻗﻴﺖ‬ ‫ﻫﺎ‬ ‫ﻃﺒﻘﻪ‬ ‫ﻛﺮﺩﻥ‬ ‫ﻣﺮﺗﺐ‬ ‫ﺩﻭﺑﺎﺭﻩ‬ ‫ﻭ‬. ‫ﺍﻳﺠـﺎﺩ‬ ‫ﻭ‬ ‫ﻧﺸـﺪﻩ‬ ‫ﮔﺮﻓﺘﻪ‬ ‫ﻧﻈﺮ‬ ‫ﺩﺭ‬ ‫ﺣﺎﻝ‬ ‫ﺑﻪ‬ ‫ﺗﺎ‬ ‫ﺁﻧﭽﻪ‬ ‫ﻛﺸﻒ‬ ‫ﻓﺮﺍﻳﻨﺪ‬ ‫ﺍﺯ‬ ‫ﺍﺳﺖ‬ ‫ﻋﺒﺎﺭﺕ‬ ‫ﺧﻼﻗﻴﺖ‬ ‫ﺟﺪﻳﺪ‬ ‫ﺍﺭﺗﺒﺎﻃﺎﺕ‬. ‫ﺧﻼﻘیﺖ‬‫ﺗﻌﺎریﻒ‬...
  6. 6. ‫ری‬‫و‬ ٓ ‫ﻧﻮا‬... ‫ﻳﺎ‬ ‫ﻳﺎﻓﺘﻪ‬ ‫ﻋﻴﻨﻴﺖ‬ ‫ﺧﻼﻗﻴﺖ‬ ‫ﻣﻌﻨﻲ‬ ‫ﺑﻪ‬ ‫ﻳﺎﻓﺘﻪ‬ ‫ﺗﺤﻘﻖ‬ ‫ﺧﻼﻕ‬ ‫ﺍﻧﺪﻳﺸﻪ‬ -‫ﺧﻼﻗﻴﺖ‬=‫ﺍﻳﺪﻩ‬ ‫ﺗﻮﻟﻴﺪ‬)‫ﺫﻫﻨﻲ‬ ‫ﺧﻼﻗﻴﺖ‬( -‫ﻧﻮﺁﻭﺭﻱ‬=‫ﺍﻳﺪﻩ‬ ‫ﻳﺎﻓﺘﻦ‬ ‫ﺗﺤﻘﻖ‬)‫ﺧﻼﻗﻴـﺖ‬ ‫ﻋﻴﻨﻲ‬( ، ‫ﺳﺎﺯﻣﺎﻧﻲ‬ ‫ﺗﻌﺮﻳﻒ‬ ‫ﺩﺭ‬”‫ﻧﻮﺁﻭﺭﻱ‬“،‫ﻓـﺮﺁﻭﺭﺩﻩ‬ ‫ﺩﺭ‬ ‫ﻛـﻪ‬ ‫ﺍﺳـﺖ‬ ‫ﺧﻼﻕ‬ ‫ﺍﺭﺯﺷﻲ‬ ‫ﻳﺎ‬ ‫ﻭ‬ ‫ﻣﺤﺼﻮﻝ‬ ‫ﺷﻮﺩ‬ ‫ﻣﻲ‬ ‫ﺗﻮﻟﻴﺪ‬ ‫ﺳﺎﺯﻣﺎﻥ‬ ‫ﻳﻚ‬. )‫ﺍﻓﺰﺍﺭﻱ‬ ‫ﺳﺨﺖ‬ ‫ﻳﺎ‬ ‫ﺍﻓﺰﺍﺭﻱ‬ ‫ﻧﺮﻡ‬(
  7. 7. •‫ﻫﻨﺮﻱ‬ ‫ﺧﻼﻗﻴﺖ‬(Article Creativity) •‫ﺭﻭﺯﺍﻧﻪ‬ ‫ﺧﻼﻗﻴﺖ‬(Everyday Creativity) •‫ﻋﻠﻤﻲ‬ ‫ﺧﻼﻗﻴﺖ‬(Scientific Creativity) ‫ﻣﺪﻳﺮﻳﺖ‬ ‫ﻫﺎﻱ‬ ‫ﺗﺌﻮﺭﻱ‬ ‫ﻭ‬ ‫ﻧﻈﺮﻳﺎﺕ‬ •‫ﻓﻨﺎﻭﺭﺍﻧﻪ‬ ‫ﺧﻼﻗﻴﺖ‬(Technological Creativity) ‫ﺍﺧﺘﺮﺍﻋﺎﺕ‬ ‫ﻭ‬ ‫ﻋﻠﻮﻡ‬ ‫ﻓﻨﻲ‬ ‫ﻭ‬ ‫ﻛﺎﺭﺑﺮﺩﻱ‬ ‫ﻫﺎﻱ‬ ‫ﺟﻨﺒﻪ‬ •‫ﺳﺎﺯﻣﺎﻧﻲ‬ ‫ﻳﺎ‬ ‫ﻭ‬ ‫ﺻﻨﻌﺘﻲ‬ ‫ﺧﻼﻗﻴﺖ‬)(Industrial Creativity ‫ﺳﺎﺯﻣﺎﻥ‬ ‫ﻳﻚ‬ ‫ﺍﻓﺰﺍﺭﻱ‬ ‫ﻧﺮﻡ‬ ‫ﻭ‬ ‫ﺍﻓﺰﺍﺭﻱ‬ ‫ﺳﺨﺖ‬ ‫ﻫﺎﻱ‬ ‫ﺟﻨﺒﻪ‬ ‫ﺩﺭ‬ ‫ﺧﻼﻗﻴﺖ‬ ‫ﺧﻼﻘیﺖ‬‫اﻧﻮاع‬...
  8. 8. ‫ﻫﺎ‬‫ری‬‫و‬ ٓ ‫ﻧﻮا‬‫و‬‫ﻫﺎ‬‫ﺧﻼﻘیﺖ‬‫اﺴﺎس‬‫و‬‫ریﺷﻪ‬ ‫ﺳﺎﺯﻱ‬ ‫ﺟﺎﻧﺸﻴﻦ‬)Substitution( ‫ﻛﺮﺩﻥ‬ ‫ﺗﺮﻛﻴﺐ‬)Combine( ‫ﺳﺎﺯﮔﺎﺭﻱ‬ ‫ﻭ‬ ‫ﻭﻓﺎﻕ‬)Adaptation( ‫ﻧﻤﺎﻳﻲ‬ ‫ﺑﺰﺭگ‬)Magnify( ‫ﻛﺎﺭﺑﺮﺩﻫﺎ‬ ‫ﺑﻪ‬ ‫ﻛﺮﺩﻥ‬ ‫ﺍﺿﺎﻓﻪ‬ ‫ﻛﺮﺩﻥ‬ ‫ﺣﺬﻑ‬)Elimination( ‫ﺳﺎﺯﻱ‬ ‫ﻣﻌﻜﻮﺱ‬)Reversion(
  9. 9. ‫ﺧﻼﻘیﺖ‬‫ﺴﻄﻮح‬:‫ﺑﻮﺩﻥ‬ ‫ﻧﻮ‬ ‫ﻣﻴﺰﺍﻥ‬ ‫ﻭ‬ ‫ﺍﺭﺯﺷﻤﻨﺪﻱ‬ ‫ﻣﻴﺰﺍﻥ‬ ‫ﻣﺒﻨﺎﻱ‬ ‫ﺑﺮ‬ ‫ﺑﻨﺪﻱ‬ ‫ﺩﺭﺟﻪ‬ ‫ﻧﻮﻋﻲ‬ -------------------------------------------------------------------------- ‫ﺍﻭﻟﻴﻪ‬ ‫ﺧﻼﻗﻴﺖ‬:‫ﭘـﺎﺭﺍﺩﺍﻳﻢ‬ ‫ﺧﻠﻖ‬ ‫ﻭ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻣﻔﺎﻫﻴﻢ‬ ‫ﻭ‬ ‫ﺍﺻﻮﻝ‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﻭ‬ ‫ﺍﻳﺠﺎﺩ‬ ‫ﺷﺎﻣﻞ‬(Paradigm) ‫ﺷﻮﺩ‬ ‫ﻣﻲ‬ ‫ﻧﻮﻳﻦ‬. ‫ﺛﺎﻧﻮﻳﻪ‬ ‫ﺧﻼﻗﻴﺖ‬:‫ﻭ‬ ‫ﺗﻜﻤﻴـﻞ‬ ‫ﻭ‬ ‫ﻗﺒﻠـﻲ‬ ‫ﺷﺪﻩ‬ ‫ﺷﻨﺎﺧﺘﻪ‬ ‫ﻣﻔﺎﻫﻴﻢ‬ ‫ﻭ‬ ‫ﺍﺻﻮﻝ‬ ‫ﺍﺯ‬ ‫ﻣﺘﻔﺎﻭﺗﻲ‬ ‫ﻭ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻛﺎﺭﺑﺮﺩ‬ ‫ﺍﻭﻟﻴﻪ‬ ‫ﻫﺎﻱ‬ ‫ﺧﻼﻗﻴﺖ‬ ‫ﺑﺴﻂ‬.
  10. 10. ‫ﺑﻨیﺎدی‬ ‫ری‬‫و‬ ٓ ‫ﻧﻮا‬‫و‬ ‫ﺧﻼﻘیﺖ‬ ‫ﻭ‬ ‫ﺗﻐﻴﻴـﺮ‬ ‫ﻣﻮﺟـﺐ‬ ‫ﺟﺪﻳﺪﻛـﻪ‬ ‫ﺧـﺪﻣﺘﻲ‬ ‫ﻳﺎ‬ ‫ﻣﺤﺼﻮﻝ‬ ‫ﺍﺭﺍﺋﻪ‬ ‫ﺩﺭ‬ ‫ﺯﻳﺮﺑﻨﺎﺋﻲ‬ ‫ﻭ‬ ‫ﺍﺳﺎﺳﻲ‬ ‫ﺧﻼﻗﻴﺖ‬ ‫ﺷﻮﺩ‬ ‫ﻣﻲ‬ ‫ﺳﺎﺯﻣﺎﻥ‬ ‫ﻳﺎ‬ ‫ﺻﻨﻌﺖ‬ ‫ﺩﺭ‬ ‫ﺑﻨﻴﺎﺩﻱ‬ ‫ﻭ‬ ‫ﺍﺳﺎﺳﻲ‬ ‫ﺗﺤﻮﻝ‬. ‫ایﻨﺪی‬‫ﺮ‬‫ﻓ‬‫ری‬‫و‬ ٓ ‫ﻧﻮا‬‫و‬‫ﺧﻼﻘیﺖ‬ ‫ﻳـﻚ‬ ‫ﺍﺭﺍﺋـﻪ‬ ‫ﻧﺤـﻮﻩ‬ ‫ﻳﺎ‬ ‫ﻭ‬ ‫ﻣﺤﺼﻮﻝ‬ ‫ﻳﻚ‬ ‫ﺗﻮﻟﻴﺪ‬ ‫ﻓﺮﺍﻳﻨﺪﻱ‬ ‫ﻫﺎﻱ‬ ‫ﺟﻨﺒﻪ‬ ‫ﺩﺭ‬ ‫ﻧﻮﺁﻭﺭﻱ‬ ‫ﻭ‬ ‫ﺧﻼﻗﻴﺖ‬ ‫ﺑﺎﺷﺪ‬ ‫ﻣﻲ‬ ‫ﺧﺪﻣﺖ‬.‫ﻭ‬ ‫ﺳـﺎﺯ‬ ‫ﻭ‬ ‫ﻫﺎ‬ ‫ﺭﻭﺵ‬ ‫ﺩﺭ‬ ‫ﺗﻐﻴﻴﺮ‬ ،‫ﻓﺮﺍﻳﻨﺪ‬ ‫ﺩﺭ‬ ‫ﻧﻮﺁﻭﺭﻱ‬ ‫ﻭ‬ ‫ﺧﻼﻗﻴﺖ‬ ‫ﻧﺘﻴﺠﻪ‬ ‫ﻛﺎﺭﻫﺎﺳﺖ‬. ‫ای‬‫دﻩ‬‫ر‬‫و‬ ٓ ‫ا‬‫ﺮ‬‫ﻓ‬‫ری‬‫و‬ ٓ ‫ﻧﻮا‬‫و‬‫ﺧﻼﻘیﺖ‬ ‫ﻣـﻮﺍﺩ‬ ‫ﺍﺯ‬ ‫ﻳﻜـﻲ‬ ‫ﺟـﺎﻳﮕﺰﻳﻨﻲ‬ ‫ﻳـﺎ‬ ‫ﻭ‬ ‫ﻣﺤﺼـﻮﻝ‬ ‫ﻫﺎﻱ‬ ‫ﻭﻳﮋﮔﻲ‬ ‫ﺍﺯ‬ ‫ﻳﻜﻲ‬ ‫ﺩﺭ‬ ‫ﻧﻮﺁﻭﺭﻱ‬ ‫ﻭ‬ ‫ﺧﻼﻗﻴﺖ‬ ‫ﻣﺤﺼﻮﻝ‬ ‫ﺳﺎﺯﻧﺪﻩ‬ ‫اریﺎﺑی‬‫ز‬‫ﺑﺎ‬‫در‬‫ری‬‫و‬ ٓ ‫ﻧﻮا‬‫و‬‫ﺧﻼﻘیﺖ‬ ‫ﻳﺎ‬ ‫ﻣﺤﺼﻮﻝ‬ ‫ﺍﺭﺍﺋﻪ‬ ‫ﻫﺎﻱ‬ ‫ﻛﺎﻧﺎﻝ‬ ‫ﻭ‬ ‫ﺑﺎﺯﺍﺭﻳﺎﺑﻲ‬ ‫ﺭﺍﻫﺒﺮﺩﻫﺎﻱ‬ ‫ﻭ‬ ‫ﻫﺎ‬ ‫ﺭﻭﺵ‬ ‫ﺩﺭ‬ ‫ﻧﻮﺁﻭﺭﻱ‬ ‫ﻭ‬ ‫ﺧﻼﻗﻴﺖ‬ ‫ﻣﺸﺘﺮﻱ‬ ‫ﺑﻪ‬ ‫ﺧﺪﻣﺖ‬ ‫ﻓﺮیﻨﺎﻧﻪ‬ ٓ ‫ا‬‫ر‬‫ﮐﺎ‬‫ﺧﻼﻘیﺖ‬‫اﻧﻮاع‬
  11. 11. ‫ﻛﺎﺭﺁﻓﺮﻳﻨﻲ‬ ‫ﻣﻨﻈﻮﺭ‬ ‫ﺑﻪ‬ ‫ﺁﻭﺭﻱ‬ ‫ﻧﻮ‬ ‫ﻓﺮﺁﻳﻨﺪ‬ --------------------------------------------------------------------------------------------------------------- •‫ﻓﺮﺻﺖ‬ ‫ﻳﺎ‬ ‫ﻧﻴﺎﺯ‬ ‫ﺗﺸﺨﻴﺺ‬: ‫ﻭﺍﻗﻌﻲ‬ ‫ﻋﻤﻠﻜﺮﺩ‬ ‫ﺍﺯ‬ ‫ﺍﻓﺮﺍﺩ‬ ‫ﻛﻪ‬ ‫ﺁﻳﺪ‬ ‫ﻣﻲ‬ ‫ﺑﻮﺟﻮﺩ‬ ‫ﻭﻗﺘﻲ‬ ‫ﺗﻐﻴﻴﺮ‬ ‫ﺑﻪ‬ ‫ﻧﻴﺎﺯ‬ ‫ﺑﺎﺷﻨﺪ‬ ‫ﺩﺍﺭﻧﺪ،ﻧﺎﺭﺍﺿﻲ‬ ‫ﺍﻋﺘﻘﺎﺩ‬ ‫ﻛﻪ‬ ‫ﻣﻄﻠﻮﺏ‬ ‫ﻋﻤﻠﻜﺮﺩ‬ ‫ﻧﺴﺒﺖ‬ ‫ﺑﻪ‬. •‫ﻧﻮ‬ ‫ﺍﻱ‬ ‫ﺍﻳﺪﻩ‬ ‫ﺍﻳﺠﺎﺩ‬: ‫ﺑﺪﻳﻊ‬ ‫ﺍﻱ‬ ‫ﺷﻴﻮﻩ‬ ‫ﺑﻪ‬ ‫ﻣﺴﺎﻟﻪ‬ ‫ﺣﻞ‬ ‫ﺑﺮﺍﻱ‬ ‫ﻣﺒﺘﻜﺮ‬ ‫ﻭ‬ ‫ﺧﻼﻕ‬ ‫ﺗﻔﻜﺮ‬ •‫ﺳﺎﺯﻱ‬ ‫ﺗﺠﺎﺭﻱ‬: ‫ﺍﻳﺠﺎﺩ‬ ‫ﻭ‬ ‫ﻓﺮﻭﺵ‬ ‫ﻗﺎﺑﻞ‬ ‫ﻛﻪ‬ ‫ﺧﺪﻣﺘﻲ‬ ‫ﻳﺎ‬ ‫ﻣﺤﺼﻮﻝ‬ ‫ﺑﻪ‬ ‫ﺍﻳﺪﻩ‬ ‫ﺗﺒﺪﻳﻞ‬ ‫ﺑﺎﺷﺪ‬ ‫ﺍﺭﺯﺵ‬.
  12. 12. ‫ﻛﻨﻴﺪ‬ ‫ﻃﻲ‬ ‫ﺧﻮﺩﺗﻮﻥ‬ ‫ﺑﺎﻳﺪ‬ ‫ﺭﻭ‬ ‫ﺭﺍﻩ‬ ‫ﺑﻘﻴﻪ‬ ‫ﻛﻨﻢ‬ ‫ﻣﻲ‬ ‫ﻓﻜﺮ‬... T H A N K S

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