Innovation Management and Creativity - Assignment Example

RUNNING HEAD: Innovation and Creativity Student Name Student Number Unit Title/Number Evolution of Communication Technology Due Date Unit Coordinator Question 1: Difference between Innovation and Creativity Creativity and innovative ideas are among the strongest pillars for entrepreneurs to remain viable and attain competitive advantage over competitors in a rather competitive and dynamic business environment (Treffinger, et al., 2006). The need for improved services, quality products, and maintained brand success needs creativity and long-term innovation and creativity. Innovation management and creativity is therefore something that organizations put in action to attain effective and sound imagination system for Research and Development (R&D). However, although the two terms ‘innovation’ and ‘creativity’ work together in achieving certain goals, there is a huge difference between those, people often mistake, and take treat them as one thing. Thus, research and practice indicate that innovation and creativity are two different things in an organization yet they play a crucial role (Schaper & Volery, 2004). In essence, creativity involves originating a new idea that has not been put in place while innovation on the other hand involves implementation of the created plan or idea. This implies that creativity is the initial stage that results in the realization of new ideas that then enters into innovation stage for implementation. Secondly, creativity involves a critical thinking procedure to come with the best ways with which an organization can carry out its processes. On the contrary, however, innovation entails the organization getting its process carried out in a unique and different format. Finally, another important difference between innovation and creativity is that of ideas and actions. Whereas creativity entails most on generation of new ideas, innovation entails actions (Treffinger, et al, 2006). This implies that creativity without innovation can lead to creation of new and best ideas that cannot help the organization since implementation would be jeopardized, unless innovation is introduced. Question 2: Creativity Tool There are various tools to arrive at the initial ‘creative spark’. Such tools and techniques problem reversal, forced analogy, mind maps, brainstorming, and attribute listing. Most of these techniques are useful in fine-tuning and entrepreneurial opportunity during the initial stages of innovation. For the purpose of this question, brainstorming is considered for discussion. Brainstorming, by definition, refers to a technique used by individuals in trying to find the best solution for a specific kind of problem through gathering spontaneous response from members. The term is generally usable in creative thinking (Schaper & Volery, 2004). The principle underlying the technique is that of suspension of judgment of ideas from group members. The technique has a history dating back to many decades and has been in use and practice since its inception. The introduction of this technique dates back to the works of Alex F. Osborn, an advertising executive during late 1930s. Osborn started by developing methods of solving problems after facing frustrations from employees who were unable to come up with creative ideas by themselves. To solve this problem, Osborn began hosting group-thinking sessions that later on led to a realization of significant improvement in the quantity and quality of ideas amassed from the group-thinking sessions.by 1953, Osborn had fully implemented the use of brainstorming. In his book ‘Applied Imagination’, Osborn outlined the method of brainstorming and argued out that there are two main principles that contribute the ‘ideative efficacy’ and thus creativity. These two principles included defer judgment and reach for quantity. Defer judgment implies that after group members suggest ideas, there should be no critical comments allowed and evaluation reserved for later (Schaper, & Volery, 2004). The second principle of reaching for quantity advocates for the need to of generating a large stock of ideas that can enter a sifting state later on. Question 3: Features and Benefits of Attribute Listing Attribute listing as a technique and tool for arriving at creativity has specific characteristics and features that distinguish it from other creativity tool and methods of creativity. The first feature of this technique is the need for goal identification, the goal calls for identifying the specific product that need improvement (Schaper & Volery, 2004). After goal identification, it is also necessary to identify at least for and at most eight characteristics of the product or idea that need improvement. Since there are wrong and right answers at this very stage, the technique calls for determination of the attributes that need analysis. The second feature for this creative technique is the need to list bas many specific ideas as possible for each attribute identified. This implies also that there must be a considerable need to resist the urge of rejecting ideas and listing them down for further analysis. Finally, another feature of the technique is the need to go through the attributes and look for the best methods to change the attributes while at the same time choosing the best idea. Using attribute listing technique in creativity comes with a number of benefits. Firstly, the method is useful and efficient in situations where the primary goal is to come up with new ideas, solve a problem, or to find an innovative product or service. The technique is also important in the sense that, braking down a problem into smaller portions offers effective way of approaching the problem and giving room for alternative solutions. The technique also brings about good benefits in its efficiency in research and development (R&D) (Michalko, 2001). The R&D departments of various companies that are on constant production of innovative products for competitive advantage find the attribute listing method quite effective. Therefore, it is true that even though the method may be time consuming, its advantages in the end are so overwhelming due to the benefits attributed to the attribute listing approach to creativity. Question 6: Why Creativity Techniques are Best Suited in Group Context The abilities of a group to come up with the best ideas in creativity thinking to solve organizational and government problems is recognized a source of achievement and of high efficiency and effectiveness in terms of gathering the best ideas. The combination of different cognitive and individual styles identifies important personality differences among group members (Diener & Biswas-Diener, 2008). The personality differences identified among group members points out how individuals take diverse approaches in solving a given problem for the common good of the group. There is also a concurrent and parallel research pointing out that cognitive and personality styles of an individual describe the individual’s preferred pattern of approaching a problem and coming up with the best ideas on its solution (Schaper & Volery, 2004). There is also the tendency of cognitive and personality styles influencing on the solution and decision-making approach preferred by an individual and thus the choice of the effective creativity approach. In creativity techniques such as brainstorming, utilization of a group context is quite important in the sense that many individuals will participate in the contribution of many ideas that are not analyzed immediately. The more the ideas amassed from the group members, the better the chance of arriving at the most effective and innovative idea at a sieving stage (Dorothy & Susaan, 2009). Additionally, the first ideas expressed by an individual may not be as innovative as ideas expressed later in as the discussion continues. With contribution from various people, an individual can put together pieces of ideas and generate one that is preferable. Additionally, combination of various problem-solving styles attributed by different individuals can be combined to come with the suitable style for solving the specific problem (Dorothy & Susaan, 2009). Finally, it is also important to note that problem reserve technique also becomes efficient in a group context in the sense that there will be high quantity of ideas generated by the group that will eventually lead to the best choice of ideas. Question 8: Problem Reversal Problem reversal as tool for creativity implies solving certain problem through turning it around and thinking about it differently. Viewing a problem from its opposite direction provokes creativity and the generation of innovative ideas, that would help in resolving the problem (De Bono, 200). This is possible since the approach takes individuals into a situation of being thrown off the balance, finding out that they landing in the unexpected, finding the creative juice flowing at the same time. A good example of this technique as thought out by a Chinese thinker Lao Tzu is the importance of action through inaction that implied the need of leaving things to carry their natural course without resisting nature’s way of achieving equilibrium. The philosopher argued out that for individuals to attain creativity, they ought to look at the prevailing situations backwards, inside out, and in an upside down manner. This process is best achievable with stating the problem in reverse, figuring out what others are not doing, changing the direction of perspectives, and turning victory into defeat or defeat into victory (Schaper & Volery, 2004). A real life example and application of this creativity tool is in the case of customer retention and attraction of new ones. If an entrepreneur seeks to gain more customers, the reverse statement of the problem would be how to drive away more customers. An entrepreneur will then gather a number of ideas and list them on the best methods to drive away customers. On listing down such methods and techniques to drive away as many customers as possible, the idea will be to take the listed ideas into an analysis stage where the ideas are listed according to their strength and efficiency in driving away customers. The best ideas will then be put into a reversal practice where the strongest ideas be avoided. In avoiding such ideas, the entrepreneur will be in a better position to attract more customers as possible. Reference List De Bono, E 2000, Six hats, six colors, London, Penguin, p.13-15. Diener, E & Biswas-Diener, R 2008, Happiness at work : it pays to be happy. In Happiness: unlocking the mysteries of psychological wealth, Blackwell Pub., Malden, MA, pp. 68-87. Dorothy, L & Susaan, S 2009, Putting your Company’s Whole Brain to Work, Boston, Harvard Business School. Michalko, M 2001, Thinking fluently' in Cracking creativity : the secrets of creative genius. Berkeley, Calif, Ten Speed Press, pp. 85-111. Schaper, M & Volery, T 2004, Creativity, innovation and entrepreneurship. In Entrepreneurship and small business: a Pacific Rim perspective, Milton, Qld, John Wiley & Sons Australia, pp. 48-69. Treffinger, J & Isaksen, S & Stead-Dorval, B 2006, 'Introduction' in Creative problem solving : an introduction, Waco, Tex., Prufrock Press, pp. 1-13. Read More