creativity and innovations

7/28/2019 creativity and innovations

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Module 2

Creativi ty & I nnovation


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Creativi ty:is the Discovery of Something that is

novel but also

useful or

relevant or

economical or

elegant or

valuable


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Creativi ty is a combination of

Fluency

Flexibility

Originality

Problem Sensitivity Discovering cause and effect

Problem Diagnosis


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Types of Creativity

I. According to Maslow* Primary Creativity

* Secondary Creativity

II. According to Ainsworth Land* Elaborative

* Improvement Oriented* combination or synthesis of superior

quality

* Transformation

III According to Iring Taylor

* Spontaneous Creativity* Technical Creativity

* Inventive Creativity * Emergentive creativity

* Innovative Creativity


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Barr iers to creativity:

Resistance to change

Lack of initiative

Restriction on Interaction

Fear of something going wrong

Lack of Recognition

Resource constraint


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Creativity Process:

Preparation Incubation

Insight

Evaluation

Elaboration

Techniques for improving Creative Process: Trustful Management

Open channel of Communication

Contact with outsiders

Willingness to accept change

Enjoy in experimenting new ideas

Use of techniques that encourage ideas


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Steps in the pursuit of setting up an enterprise

I. Searching for prospective business ideas and

sources

II. Processing of these ideas and selecting the best

idea

III. Collecting the required resources and setting up

the enterprise


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Source of new ideas

Consumers Competitors

Distribution Channels Government

R &D


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Methods of generating ideas:

Focus groups : Groups of individuals providing information in a

structures format

Brainstorming: A group method for obtaining new ideas &

Solutions

z


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Problem inventory Analysis:

A method for obtaining new ideas and solutions by focusing on problems


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Screening, Processing of the ideas and selecting the best

idea

Technical Feasibilty

Financail Feasibility

Economic Aspect

Managerial Aspect

Market aspect


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I deas into OpportunitiesTypes of opportuni ties

Additive opportunities

Complementary opportunities

Break through opportunities

Global level opportunities


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Steps in Selection of new business ideas:

New product ideasIdeas screening

Concept development & Testing

Concept testing

Consumer testingBusiness potential analysis

Product development

Test Marketing

Commercialization


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Creative problem solving:

Heuristics

Brain storming

Synectics

Value analysis


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Heuristics

Stands for strategies using readily accessible, though loosely applicableinformation to control problem solving in human beings and machines

Basic Heur istics for getting started in Directed creativi ty:Make it a habit to purposefully pause &notice things

Focus your creative energies on just a few topic areas

Avoid being too narrow in the way you define your problem

Try to come up with original & useful ideasWhen you need creative ideas, remember : attention escape & movement

Pause & carefully examine ideas that make you laugh the first time you hear them

Recognize that your streams of thought & patterns of judgment are not inherently right or

wrong

Make a deliberate effort to harvest, develop and implement at least a few of the idea you

generate


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Brain Storming:

Group members or individuals are encouraged to spellout maximum number of possible solutions of a specific

or stated problem

Emphasis is laid on the number of possible solutions

Principles of Brainstorming:

During the generating phase of ideas, evaluation

process is differed

Quantity begets Quality-Right environment must be

provided for generating maximum number of ideasNovel ideas in certain cases may not appear to be

practical ideas

Better to appreciate ideas of others as well as one's own

previous ideas.


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Synectics:

is applied in finding innovative approaches to a numberof intractable technical problems

Major analogies:

Direct analogy

Personal analogy

Fantasy analogy

Symbolic analogy


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Value analysis:is an approach to improving the value of a product or process

by understanding its constituent components and their

associated costs.

Is a cost reduction and problem solving technique that

analyses an existing product or service in order to reduce or

eliminate any costs that do not contribute to value or

performance


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Key concepts of Value analysis: Value Function

Value analysis

Need

The Value analysis process:

1. Orientation/ Preparation2. Information

3. Analysis

4. Innovation/Creativity

5. Evaluation

6. Implementation and monitoring

Use of basic techniques like Matrices, Pareto chart, Pert &

Gantt Diagrams.


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Innovat ion

Implies doing new things or doing of things that arealready being done in a new way

Prof i ts and Innovation

An entrepreneur should innovate for the present

period and not for futureInnovation must be easy to understand for desired

result

An entrepreneur must posses the knowledge,

ingenuity, Diligence, Persistence and commitment to

innovation.


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Modules o f Inno vat ionType Description Examples

Innovation Totally newproduct service orprocess

Extension New use ordifferentapplication of analready existing

product

Ray Kroc

Duplication Creativereplication of anexisting concept


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Type Description Examples

Synthesis

Combination of existingconcepts and factors intoa new formulation foruse


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Sources & Trans fer of Innovations:

Source Example

UnexpectedOccurrences

Unexpected Success:

Incongruities Unexpected Success:Ford;s Edsel over nightpackage delivery

Process Needs


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Source Example

Industry & Marketchanges

Demographic changes

Perceptual Changes

Knowledge basedconcept

Documents

creativity and innovations