Process of Creative Regeneration: Lecture on Corporate Creativity

Process of Creative
Regeneration
Lecture on Corporate Creativity

WHERE GOOD
IDEAS COME
FROMS-4m

01-Oct-11 IMT - Management Creativity 1

LOGO Contents

1. THE PROBLEM-DRIVEN CREATIVITY

2. CREATIVITY & ITS MANAGEMENT


THE PROBLEM-DRIVEN
CREATIVITY


LOGO Problem Example

A lift in a building is usually very crowded.
You are being asked to submit a quotation for
solving the problem.
You could quote a new and larger lift. This requires
major modifications to the building. Cost =
$500,000.
You are looking for a far cheaper solution:


LOGO

“Ask an impertinent question and you
are on the way to a pertinent answer”
[J. Bronowski, scientist]

“Why?” followed by “So? ”
Step-up using “Why?”
“How?”
“Unless?”

[Petty 1997]


LOGO WHY-SO REASONING [Petty 1997]
I need to reduce the
waiting time for lifts.
WHY?
So, fit a new lift shaft.
Because the lifts are
inadequate.
WHY?
Because they are old- So, modernize them.
fashioned.
WHY?
Because they are in an So, move to a new
old-fashioned building.
building.

LOGO
I need to reduce
waiting time for lifts
How?

Well, I could reduce the
use of the lift
How?
By increasing the
use of stairs

Asking How?

LOGO Step-up using “Why?”

I need to reduce the waiting time for lifts.
Why?
Because people find waiting for the lift very frustrating.
Why?
Because they are bored.


LOGO Side-stepping using “Unless?”

I want to reduce the frustration of waiting.
No! It is a nice rest to wait.
Unless! you make waiting interesting by providing
some sort of entertainment.


LOGO

I need to reduce the waiting time for lifts.
Unless I can get people to accept the waiting time in some
way.
Either I need to reduce the waiting time for lifts.
Or .reduce the number of people using them.
Or .encourage alternative ways for people to get together.
Or put people who communicate with each other a lot on
the same floor.
No! the waiting time is perfectly acceptable, stop fussing!
No! let’s make use of the time for corporate communications.
What about a notice board.


LOGO

The lifts are inadequate.
Unless I can speed them up
Either the lifts are inadequate
Or too many people are using them
No! slow lifts are fine, they encourage informal
communication.

It is boring waiting.
Unless you make it interesting.


LOGO
Or!
Unless!
Sidestep to another
Keep stepping up
way of achieving
until you discover
this goal
your true goal

Why?

Step down to find
I’ve hit a way of achieving
a difficulty this in practice


LOGO

Problem: How would you attach
the candle to the wall,
[Petty 1997] with only the candle,
a book of matches and
a box of drawing pins.


LOGO Problem Problem
The candle is too The candle splits
etc.
thick for the pins

The
Candle P
Challenge P

P

etc.
P

[Petty 1997]


LOGO Backtracking
Cliché t.
Conventional thinking Solution
P
P P

Backtracking

Original
Solution
P

[Petty 1997]


LOGO Analogy [Petty 1997]
If a lift were a train
an announcer would tell you when it was about to
arrive
there would be stopping and express lifts
If a lift were a bus
there would be a timetable telling you what times
past the hour the lift would arrive
you would be able to see it coming and rush for it


LOGO Random Association [Petty 1997]
Edward de Bono suggests that you could choose a set
of simple nouns at random from the dictionary and
then work towards the the desired subject matter
through random association.
Suppose a student is looking for the subject for her
painting entitled ‘Human Group’.


recite→poem or reading →group as an audience at
LOGO
a poetry reading
revelation →religious revelation →angel appearing
to group of shepherds
glove →hand →handshake →group of people
meeting for the first time


LOGO Random Association: Lift
Problem
Fork →Branching into two →could each lift shaft
have two lifts in it, one abobe and one below?
Flow →Could peak flow of people to the lift be
reduced by staggering working hours and
lunchtimes?
Fund →Could people be required to pay (to charity)
for a badge enabling them to use the lift?


LOGO Provocation [Petty 1997]
A designer was working on a design for a flower pot
that waters itself while the household is on holiday.
→Suppose the plant could water itself:
Could you put back the water evaporating from the
plant’s leave back into the soil?
Say, by putting a plastic cover on the leaves?


LOGO lift were a taxi
If a
you could call one up whenever you needed it,
and it would tell you when it had arrived
If a lift were a bicycle
it would have a bell on it
it would carry you there under your own steam,
whenever you wanted to go (you could use the
stairs)


LOGO


FROM CREATIVITY
TO INNOVATION

4 Steps for Creative
Visualization-2m30


LOGO

Innovation
The practical
application of
Creativity Screening such ideas towards
The thinking process of meeting the
that helps us ideas organization’s
to generate ideas
objectives in a
more
effective way

[Majaro 88]


LOGO Screening Ideas (Examples)

Criteria of Attractiveness Criteria of Compatibility
Originality Compatibility with
Simplicity Company objectives
User friendliness Availability of financial
Ease of implementation resources
Elegance Corporate image
Difficulty of copying Ability to protect or patent
Needs to solve problem


LOGO
Creativity (Idea Attractiveness)
High Medium Low
Innovation (Idea Compatibility)
Second Doubtful
High Best ideas
best ideas ideas
Medium

Second Doubtful Poor ideas
best ideas ideas

Doubtful Poor ideas Poor ideas
Low

ideas


LOGO AID TO IDEA SCREENING

A B AxB
Weight
10 9 8 7 6 5 4
0 3 2 1 0 Score

Criteria of Evaluations
(examples only.) 0.10
Idea Attractiveness
Ease of implementation
Originality
Sustainability

User-friendliness

Global acceptability
Compatibility Criteria
0.20
Availability of finance
Solutions to problems

Our image
Our ability to protect

Our marketing competence

1.00 Total Score


What you could do
LOGO
to become an innovator
Develop a desire to create (invent).
Channel mental energy into creating.
Review magazines on innovations regularly.
Become familiar with unusual phenomena.
Familiarize with areas of science not included in your
curriculum.
Investigate products before discarding them.
Improve hands-on working ability (hence the prescription
of your basic training even though it is “boring”).
Remember that opportunities arise as technology
changes.
Do not be in a hurry to become a manager.


LOGO

How ‘you’ can improve ‘your creativity
Keep track of your ideas at all times.
Pose new questions everyday.
Maintain competence in your field.
Read widely in fields that are not directly related to your field of
interest.
Avoid rigid patterns of doing things.
Be open and receptive to your own as well other’s ideas.
Be alert in observation.
Engage in creative hobbies (arts, crafts, puzzle solving, etc.).
Improve your sense of humor and laugh easily.
Adopt a risk taking attitude.
Learn to know and understand yourself.

LOGO
Level of Creativity
High Medium Low

Creative Uncreative
Winner
High
Imitator Plagiarist
Level of Innovation

Medium

Creative Average Uncreative
Innovator Bumbler

Extravagantly Creative Loser
Low

Creative Waster


LOGO Organizational Barriers to Creativity
[Majaro 88]

Lack of organizational ‘slack’
Inadequate emphasis on ‘thinking’ compared to
‘doing’
Bureaucracy
Too centralized organizational structure
Poor lateral communication
The ‘imported talent’ syndrome
‘Bean-counting’


How can a manager promote
LOGO innovation/creativity

Be willing to absorb the risks taken by subordinates.
Be comfortable with half developed ideas.
Be willing to stretch organizational policy.
Be prepared to make quick decisions.
Be a good listener.
Do not dwell on mistakes.
Focus and gear the pressure to goals.


How can a manager promote
LOGO innovation/creativity

Foster interpersonal contact.
Give continuous feedback.
Recognize the need for outside stimuli.
Recognize creativity - publicly.
Put up with some innocent foibles
Maintain a balance between need for freedom and the
necessity of structure.


LOGO

In 1940s, D avid P ackard created
the concept of M anagem ent by
W alking A round (M B W A ). S ince
the quality is achieved by great
attention in each step. P ersonal
involvem ent needs to be frequent,
friendly , unfocused and
unscheduled. A nd one of the ideas
of this principle is seek out people’s
thoughts and opinions.

www.themegallery.com

Back to Orbit
A Song About
Innovation.6m06


Process of Creative Regeneration: Lecture on Corporate Creativity

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