1.3 Creative Thinking - Session III

7/30/2019 1.3 Creative Thinking - Session III

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Innovation, Change

&

Entrepreneurship

SUDHIR BHATNAGAR


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Creative Thinking &Problem Solving

SESSION III

Chapter I Entrepreneurship Development Perspective


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CREATIVITY

Creativity is a mental and social process involving thegeneration of new ideas or concepts, or new associations of

the creative mind between existing ideas or concepts. Creativity is fueled by the process of either conscious or

unconscious insight.

An alternative conception of creativeness is that it is simplythe act of making something new.

Although popularly associated with art and literature, it is alsoan essential part of innovation and invention and is importantin professions such as business, economics, architecture,industrial design, graphic design, advertising, music, scienceand engineering, and teaching.

Despite, or perhaps because of, the ambiguity and multi-dimensional nature of creativity, entire industries have beenspawned from the pursuit of creative ideas and thedevelopment of creativity techniques.


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Social Attitudes to Creativity

Although the benefits of creativity to society as a whole havebeen noted, social attitudes about this topic remain divided.

Wealth of literature regarding the development of creativity &the profusion of creativity techniques indicate wide acceptance,at least among academics, that creativity is desirable.

There is, however, a dark side to creativity, in that it representsa "quest for a radical autonomy apart from the constraints of

social responsibility". In other words, by encouraging creativity we are encouraging a

departure from society's existing norms and values. Expectationof conformity runs contrary to the spirit of creativity.

Nevertheless, employers are increasingly valuing creative skills.

The ability to "think outside the box" is highly sought after. However, the above-mentioned paradox may well imply that

firms pay lip service to thinking outside the box whilemaintaining traditional, hierarchical organization structures inwhich individual creativity is not rewarded.


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CREATIVE THINKING & PROBLEM SOLVING

Creativity is an important attribute of any successfulentrepreneur.

Creativity tends to decline with age, education, lack of use andbureaucracy. Creativity generally declines in stages, beginningwhen a person starts going to school. It continues todeteriorate through the teens and continues to progressively

lessen through ages 30, 40 and 50.

Moreover, the latent creative potential of an individual can bestifled by perceptual, cultural, emotional and organizationalfactors.

Creativity can however, be unlocked and creative ideas andinnovations generated by using any of the creative thinking &problem-solving techniques discuss in following slides.


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Problem inventory analysis

Brainstorming

Reverse brainstorming

Brainwriting

Gordon method

Checklist method

Free association

Forced relationship

Collective notebook method

Attribute listing method

Big-dream approach

Parameter analysis

Creative Thinking & Problem-Solving Techniques


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Focus Group

This method has been used for a variety of purposes since1950s.

A moderator leads a group of people through an open, in-depth discussion rather than simply asking questions to solicitparticipant response.

For a new product area, he focuses the discussion in either adirective or non-directive manner.

The group of 8 14 participants is stimulated by commentsfrom other group members in creatively conceptualizing anddeveloping a new product idea to fulfill a market need.

In addition to generating new ideas, the focus group is anexcellent method for initially screening ideas and concepts.

Using one of the several procedures available, the results canbe analyzed more quantitatively, making the focus group auseful method for generating new product ideas


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Problem Inventory Analysis

In this method instead of generating new ideas themselves,consumers are provided with a list of problems in a general

product category. They are then asked to identify and discuss products in the

category that have the particular problem.

This method is often effective since it is easier to relateknown products to suggested problems and arrive at a new

product idea then to generate an entirely new product ideaby itself.

This method can also be used to test a new product idea.

Results from product inventory analysis must be carefully

evaluated as they may not actually reflect a new businessopportunity.

To ensure best results, this method should be used primarilyto identify product idea for further evaluation.


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Brainstorming

Brainstorming, is probably the most well known and widelyused for both idea generation & creative problem solving. In

creative problem solving, brainstorming can generate ideasabout a problem within a limited time frame through thespontaneous contribution by participants.

A good brainstorming session starts with a problem statementthat is neither too broad (which would diversify and scatter

the idea too greatly so that nothing specific would emerge)nor too narrow (which would tend to confine response).

Once the problem statement is prepared, 6 to 12 individualsare selected to participate. To avoid inhibiting responses, no

group member should be a recognized expert in the field ofthe problem.

All ideas, no matter how illogical, must be recorded.


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When using brainstorming, four rules should be followed: -

No criticism is allowed by anyone in the group nonegative comments.

Freewheeling is encouraged the wilder the idea, thebetter.

Quantity of ideas is desired the greater the number ofideas, greater is the likelihood of emergence of useful

ideas.

Combinations and improvements of ideas arerecognized; idea of others can be used to produce stillanother new idea.


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Reverse Brainstorming

Reverse Brainstorming is similar to brainstorming, except thatcriticism is allowed. In fact, the technique is based on finding

fault by asking the question In how many ways can this ideafail?

Since the focus is on the negative aspects of a product,service or idea, care must be taken to maintain the groupsmorale.

Reverse brainstorming can be effectively used before othercreative techniques to simulate innovative thinking.

The process usually involves the identification of everythingwrong with an idea, followed by discussion of ways toovercome these problems.


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Brainwriting

Brainwriting is a form of written brainstorming.

It differs from classical brainstorming by giving participants moretime to think than in brainstorming sessions, where the ideas areexpressed spontaneously.

Brainwriting is silent, written generation of ideas by a group ofpeople.

Participants write their ideas on special forms or cards that

circulate within the group, which usually consists of six members. Each group member generates and writes down three ideas

during a five-minute period. The form is passed on to theadjacent person, who writes down three new ideas, an so on,until each for has passed all participants.

Leader monitors the time interval and can reduce or lengthen thetime given to the participants according to the need of the group.

In a variation of this idea-generation method, the participants arelocated at their own workplace and the sheets are rotated by e-mail, in which case the time interval can be longer.


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Gordon Method

The Gordon Method, unlike many other creative problem-solvingtechniques, begins with group members not knowing the exactnature of the problem.

This ensures that the solution is not clouded by pre-conceivedideas and behavioural patterns.

Entrepreneur starts by mentioning a general concept associatedwith the problem.

The group responds by expressing a number of ideas. Then a concept is developed, followed by related concepts,

through guidance by the entrepreneur.

The actual problem is then revealed, enabling the group to makesuggestions for implementation/refinement of final solution.

Checklist Method In the Checklist Method, a new idea is developed through a list of

related issues or suggestions. The entrepreneur can use the listof questions or statements to guide the direction of developingentirely new ideas or concerning on specific idea areas.


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The checklist may take any form and be of any length. Onegeneral checklist is as follows: -

Put to other uses? New ways to use as is? Other uses ifmodified?

Adapt? What else is like this? What other ideas does thissuggest? Does past offer parallel? What could I copy? Whomcould I emulate?

Modify? New twist? Change meaning, colour, motion, odour,

form shape? Other changes? Magnify? What to add? More time? Greater frequency?

Stronger? Larger? Thicker? Extra value? Plus ingredients?Duplicate? Multiply? Exaggerate?

Minify? What substitute? Smaller? Condensed? Miniature?

Lower? Shorter? Lighter? Omit? Streamline? Split up?Understated?

Substitute? Who else instead? Other ingredient? Othermaterial? Other process? Other power? Other place? Otherapproach? Other tone of voice?


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Rearrange? Interchange components? Other pattern? Otherlayout? Other sequence? Transpose cause and effect? Changepact? Change schedule?

Reverse? Transpose positive and negative? How about

opposites? Turn it backwards? Turn it upside down? Reverserole? Change shoes? Turn table? Turn other cheek?

Combine? How about a blend, an alloy, an assortment, anensemble? Combine units? Combine purposes? Combineappeal? Combine ideas?

Free Association

This technique is helpful in developing an entirely new slantto a problem.

First, a word or phrase related to the problem is writtendown, then another and another, with each new wordattempting to add something new to the ongoing thoughtprocesses, thereby creating a chain of ideas ending with anew product idea emerging.


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Forced Relationship

Forced Relationship, as the name suggests, is the process offorcing relationship among some product combinations.

It is a technique that asks questions about objects or ideas inan effort to develop a new idea.

The new combination and eventual concept is developedthrough a five-step process: -

Isolate the elements of the problem.

Find the relationship between these elements.

Record the relationship in an orderly manner.

Analyze the resulting relationship to find ideas orpatterns.

Develop new ideas from these patterns.


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Collective Notebook Method

A small notebook that easily fits in a pocket containing astatement of the problem, blank pages, and any pertinent

background data is distributed. Participants consider the problem and its possible solutions,

recording ideas at least once, but preferably three times, aday.

At the end of a month, a list of best ideas is developed, alongwith any suggestions.

This technique can also be used with a group of individualswho record their ideas, giving their notebooks to a centralcoordinator who summarizes all the material.

The summary becomes the topic of final creative focus groupdiscussion by the group participants.


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Attribute Listing

It requires the entrepreneur to list the attributes of an item orproblem and then look at each from a variety of viewpoints.

Through this process, originally unrelated objects can bebrought together to form a new combination and possible newuses that better satisfy a need.

Big-Dream Approach

It requires the entrepreneur to dream about the problem andits solution, in other words, thinking big.

Every possibility should be recorded and investigated withoutregards to all the negatives involved or the resources required.

Idea should be conceptualized without any constraints until anidea is developed into a workable form.


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Parameter Analysis

Parameter analysis involves two aspects: parameteridentification and creative synthesis.

Step one (parameter identification) involves analyzingvariables in the situation to determine their relativeimportance.

These variables become the focus of the investigation, with

other variables being set aside.

After the primary issues have been identified, therelationships between parameters that describe theunderlying issues are examined.

Through an evaluation of the parameters and relationships,one or more solutions are developed; this solutiondevelopment is called creative synthesis.


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Technologyobservation

Needanalysis

Parameteridentification

Creativesynthesis

Realization

Market Need

Parameter Analysis

The Invention Process

Inventionwhich meets

the need


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Documents

1.3 Creative Thinking - Session III