This document discusses creativity and innovation. It defines creativity as the ability to produce new and useful ideas through combining known principles in novel ways. Creativity involves creating something new and valuable, like an idea, joke, art, or invention. The creative process involves stages like saturation, preparation, frustration, incubation, inspiration, and verification. Various creativity tools are presented, including brainstorming, vertical/lateral thinking, reversal tool, SCAMPER tool, reframing matrix, concept fan, mind mapping, provocation, DO IT, and simplex tool. Characteristics of creative people include self-confidence, curiosity, open-minded problem-solving, and intellectual interests. Innovation is defined as applying better solutions to

1. Unit 4 - Directing
1. Creativity & Innovation
2. Motivation and Satisfaction
3. Motivation Theories
4. Leadership styles
5. Leadership Theories
6. Communication, Barriers to effective
Communication
7. Organisation Culture, Elements & types of
culture
8. Managing cultural diversity

2. CREATIVITY
Creativity is defined as the ability to produce
new and useful ideas through the combination
of known principles and components in novel
and non-obvious ideas.
Creativity is a phenomenon whereby something
new and valuable is created (such as an idea, a
joke, an artistic or literary work, a painting or
musical composition, a solution, an invention
etc.)

3. Creativity
Creativity is defined as the ability to produce
new and useful ideas through the combination
of known principles and components in novel
and non-obvious ideas.
Creativity is a phenomenon whereby
something new and valuable is created (such
as an idea, a joke, an artistic or literary work, a
painting or musical composition, a solution,
an invention etc.)

4. Creative Process
• Saturation
• Preparation
• Frustration
• Incubation
• Inspiration or Illumination
• Verification

5. • Brainstorming
• Vertical and Lateral thinking
• Reverse Tool
• SCAMPER TOOL
• The Reframing Matrix
• Concept Fan
• Mind Mapping
• Provocation
• DO IT
• Simplex Tool

6. Creativity Tools
1. Brainstorming:
Brainstorming is a group or
individual creativity technique by
which efforts are made to find a
conclusion for a specific problem
by gathering a list of ideas
spontaneously contributed by its
member(s)

7. Creativity Tools
2. Vertical Thinking and
Lateral Thinking :
Lateral thinking is solving
problems through
an indirect and creative appro
ach, using reasoning that is
not immediately obvious and
involving ideas that may not
be obtainable by using only
traditional step-by-step logic
Vertical thinking is a type of
approach to problems that
usually involves one being
selective, analytical, and
sequential. It could be said
that it is the opposite
of lateral thinking.

8. Creativity Tools
3. Reversal Tool
Creative thinkers
ask the opposite of
the question that
he want to ask, and
apply the results

9. CREATIVITY TOOLS
4. SCAMPER TOOL
S – Substitute
C – Combine
A – Adapt
M – Modify
P – Put to another use
E – Eliminate
R – Reverse

10. CREATIVITY TOOLS
5. The Reframing Matrix
a. The 4Ps Approach
• Product Perspective
• Planning Perspective
• Potential Perspective
• People Perspective
b. The Professions approach
Looking at the problem
from the view points of
different specialists

11. CREATIVITY TOOL
6. CONCEPT FAN –
WIDENING THE SEARCH FOR
SOLUTIONS - CF is a way of finding
different approaches to a problem
when you have rejected all obvious
solutions

12. CREATIVITY TOOLS
7. MINDMAPPING
A mind map is a diagram used
to visually outline information.
A mind map is often created
around a single word or text,
placed in the center, to which
associated ideas, words and
concepts are added.
Major categories radiate from
a central node, and lesser
categories are sub-branches of
larger branches. Categories
can represent
words, ideas, tasks, or other
items related to a central key
word or idea.

13. CREATIVITY TOOLS
8. PROVOCATION – Carrying
out thought Experiments.
It works by moving your
thinking out of the
established patterns that you
use to solve problems.

14. CREATIVITY TOOLS
9. DO IT – A Simple Process of
Creativity.
D – Define Problem
O – Open mind and apply
creative techniques
I – Identify best solution
T - Transform

15. CREATIVITY TOOL
10. SIMPLEX TOOL
Simplex is an
industrial –
strength creativity
tool. Rather than
seeing creativity as
a single straight-
line process,
Simplex sees it as
the continuous
cycle, it should be.

16. Characteristics of Creative People
• Self-confidence and Independence
• Curiosity
• Approach to problems
• Some Personal attributes:
– More comfortable with things than people
– Have fewer close friends
– Always attracted by complexity
– Enjoy intellectual games, practical jokes, creative
writing

17. INNOVATION
• Innovation is the application of better
solutions that meet new requirements,
unarticulated needs, or existing market
needs.
• This is accomplished through more
effective products, processes, services, techno
logies, or ideas that are readily available
to markets,governments and society.