creativity and innovation

1. Creativity and
Innovation

2. Contents
1. INTRODUCTION TO CREATIVITY AND
INNOVATION
2. IMPORTANCE OF CREATIVITY AND
INNOVATIONS
3. PROCESS OF CREATIVITY
4. TYPES OF CREATIVITY
5. BARRIERS TO CREATIVITY AND INNOVATION
6. PROMOTION OF CREATIVITY AND
INNOVATION
 Traditional Approaches
 Modern Approaches
2

3. INTRODUCTION to
CREATIVITY AND
INNOVATION

4. Creativity
• The ability to make or otherwise bring into
existence something new, whether a new
solution to a problem, a new method or
device, or a new artistic object or form.
https://www.britannica.com/topic/creativity/Research-on-the-creative-process
4

5. Components of Creativity
https://kumardeepak.files.wordpress.com/2012/07/3componentsofcreativity.jpg?w=5
84 5

6. Innovation
• Innovation is a process by which a domain, a
product, or a service is renewed and brought
up to date by applying new processes,
introducing new techniques, or establishing
successful ideas to create new value.
• The creation of value is a defining
characteristic of innovation.
https://innolytics.net/what-is-innovation/
6

7. Difference between Creativity and
Innovation
https://www.researchgate.net/publication/373830032/figure/tbl1/AS:11431281187885323@1694442
145288/Difference-between-creativity-and-innovation.png 7

8. IMPORTANCE Of
CREATIVITY and
INNOVATIONS

9. Importance of Creativity and
Innovations
• Creativity and innovation, both are essential for organization survival
• Organizations are constantly facing changing competitors, technologies, legal issues,
government influences and expected or unexpected problems
• All these situations and managerial decisions require new ideas
• Creativity and innovations may lead new ideas regarding the products, manufacturing
process, decision making and problem solving
• Creativity is one of the significant traits that must be present in managers at all levels
• These are vital traits required by product managers for the development of advertising
message and medical literature
9

10. Importance of Creativity and Innovation
• Giving importance to innovation attracts bright people to the organization
• It also injects a sense of excitement and fun into the workplace
• For an Organization
• Creativity and innovations may help
• In the generation of new products
• Coping with the competition
• Tackle any external/internal event affecting any aspect of organization
10

11. PROCESS Of CREATIVITY

12. Steps of Creativity Process
Preparation Incubation Insight Verification
12

13. PREPARATION
This stage involves
Gathering of initial information
Defining the task under consideration
Searching all possible alternatives
Critically analyzing data related to task or
problem
Active process of acquiring the skills and
abilities necessary to accomplish the task,
solve a problem and decision making
13

14. Incubation A passive process of allowing
those skills and abilities (acquired
during preparation) to mature
and develop naturally is
incubation.
It is accomplished by thinking to
explore unusual alternatives.
The main focus is solution.
14

15. Insight or
Illumination It is a spontaneous or sudden
breakthrough in which an
individual achieves a new level
of insight for a matter under
focus or performance
15

16. Verification Verification is the process of determining
and testing the validity or usefulness of
the idea achieved through insight stage.
If the solution does not prove feasible, it
may be necessary to cycle back through all
or some of the stages.
16

17. TYPES OF CREATIVITY

18. Types of creativity
• Primary creativity
• Secondary creativity
• Technical creativity
• Inventive creativity
• Innovative creativity
18

19. Primary creativity
• Primary creativity" typically refers to the initial, spontaneous act of creating
or generating new ideas without being heavily influenced by external factors
or existing knowledge. It's often associated with the raw, unfiltered process of
creative thinking.
Key characteristics
1.Spontaneity 5.Freedom from Constraints
2.Originality 6.Authentic Expression:
3.Unconscious Process 7.Unpredictability
4.Playfulness
19

20. Secondary creativity
Secondary creativity typically refers to the subsequent stages in the creative
process, where initial ideas undergo refinement, evaluation, and development.
This phase involves the transformation of raw, spontaneous concepts into
more structured and polished forms
• Key Characteristics
1.Refinement
2.Evaluation
3. Feedback Integration
4.Adaptation to Constraint 20

21. Technical creativity
• Technical creativity refers to the ability to generate innovative solutions and
ideas within technical or scientific domains. It involves applying creative
thinking to address technical challenges, develop new technologies, and find
novel approaches in engineering, science, and related fields.
• Key Characteristics
1.Problem Identification
2.Innovative Design
3.Cross-disciplinary Collaboration
4.User-Centered Design
21

22. Inventive creativity
• Inventive creativity, also known as inventiveness, refers to the ability to
generate novel and original ideas, products, or solutions. It involves the
creation of something entirely new or the introduction of a unique
perspective.
• Key Characteristics
1. Novel Ideas and Concepts
2. Risk-Taking
3. Innovative Technologies
4. Unexpected Combinations
22

23. Innovative creativity
• Innovative creativity refers to the ability to generate and implement creative
ideas that result in novel and impactful outcomes. It involves not only the
generation of original concepts but also the practical application and
implementation of those ideas to bring about positive change.
• Key Characteristics
1. Practical Implementation
2. Value Creation
3. Market Relevance
4. Continuous Improvement 23

24. BARRIERS TO CREATIVITY
AND INNOVATION

25. Barriers to creativity and innovation
1. Politics
As a company grows the complexity of internal and external politics
increases. It mostly effects larger corporations as compared to smaller ones.
2. Cultural issues
Different people from different cultures have different mindsets. Some people not
welcome innovative ideas and create hurdles.
3. Lack of budget
As innovation is an ongoing endeavor that often has long term goals, it can be
difficult and frustrating if budget is not adequate. 25

26. Barriers to creativity and innovation
4. Lack of strategy, vision
Many innovation experts cited a lack of vision and strategy as one of
biggest issues facing by potential innovators.
5. Fear of failure
Fear of failure inhibits from risk taking, experimentation, and feedback .people
are afraid of being criticizes, making mistakes, wasting time and resources' friendly
and supportive environment avoid this barrier.
6. Lack of initiative
Organizational managers from top to bottom are just opposed to giving
initiative to their subordinates fearing that it will undermine their authority.
26

27. Barriers to creativity and innovation
7. Resistance to change
A reluctance and opposition to adopt new ideas, methods, or
solutions is one biggest barriers to innovation and creativity.
8. Lack of clarity
lack of clarity about the problems, goals and desired outcomes makes it
difficult to generate and evaluate ideas.
27

28. PROMOTION OF
CREATIVITY AND
INNOVATION

29. Promotion of Creativity and Innovation
The innovation and creativity can be promoted by
employing two techniques and approaches.
1-Traditional approach
• Reward system
• Brainstorming
• Synectics
2-Modern approach
• Focused organization culture
• Intrapreneur
• Normal group technique
29

30. Traditional approach
1- Reward System
• Using reward system to promote creativity and innovation is fairly mechanical
but nevertheless an effective technique.
• Under this approach, People and groups that develop innovative ideas are
awarded with some incentives such as
Pay increase
Cash prize
Foreign trip
30

31. Traditional approach
2- Brainstorming
“Brainstorming is a group technique for
stimulating as many novel and
imaginative ideas and alternatives as
possible on a given topic.”
31

32. Traditional
approach
Six basic rules for brainstorming in a group
session
1. Participants should be encouraged to
suggest wild and extreme idea
2. Encouraged to build on suggestions made
by others
3. They should be prohibited to criticize the
idea of others
4. A record of meeting should be maintained
to aid in recalling of proposed ideas.
5. Sufficient time must be given for such
meeting
6. The problem under discussion must be
manageable
32

33. Traditional approach
3- Synectics
 It is more complex than brainstorming
 It requires the assistance of outside experts or consultant to accomplish a
task, problem solution or decision-making.
 Brainstorming focuses on generating a large number of alternatives while
synectics attempts to identify one radically different new idea or solution.
33

34. Traditional approach
Four Mechanism in Synectics:
Personal analogy: Group members attempt to identify the problem typically.
Direct analogy: It is a comparison made with parallel and alternative concepts.
Symbolic analogy: It is the use of impersonal images to describe the problems
Fantacy analogy: The members suspend reality to develop an innovative solution.
34

35. Modern approaches
1-Focused organizational culture
• A strong and appropriate focused organizational culture
which value the innovation can serve numerous
innovational purposes.
• It can help everyone in organization to recognize that
innovation will be valued and rewarded.
• Organization decide to have strong thrust for innovation
work to create and maintain it.
35

36. Modern
approaches
2-Intrapreneur
Use of intrapreneur is another
increasing popular way to promote
innovation in which an entrepreneur
develops an ideal within the content
of larger organization.
Forms of intrapreneur role
As inventor
As champion
As sponsor
36

37. Modern approaches
3-Normal group technique (NGT)
The normal group technique integrates the both individual
and group interactions within certain ground rules to synergy
the creativity. The ground rules are the steps for normal group
technique.
37

38. References
https://www.linkedIn.com/advice/1/what-some-common-
challenges-barriers-creativity
https://proov.io/blog/5-biggest-barriers-innovation-overcome/
Pharmaceutical management & marketing by Dr. Mehmood Ahmad
and Nadeem Irfan Bukhari.
38