Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.
There are other useful definitions in this field, for example, creativity can be defined as consisting of a number of ideas, a number of diverse ideas and a number of novel ideas.
There are distinct processes that enhance problem identification and idea generation and, similarly, distinct processes that enhance idea selection, development and commercialisation. Whilst there is no sure fire route to commercial success, these processes improve the probability that good ideas will be generated and selected and that investment in developing and commercialising those ideas will not be wasted.
Rigorous data analysis
Problem identification is often considered the most boring aspect of creativity. But it is in fact the most crucial. If you’re not working on the right problem, then you’re working towards the wrong solution; all energy, time and resources are being wasted. Ideally, problem identification should occupy more time than idea generation.
Ask a group of ten people what the problem is and you are likely to get eleven answers.
Each suggestion the above group of individuals give will be valid in it’s own way, but how do we really distinguish between the best and the least best answers?
The answer is to apply a rigorous standard of information analysis.
It is from rigorous data analysis that you are able to discover which of your clients provide most revenue, how each demographic responded to a marketing campaign, why your top clients didn’t buy the green latest Aston Martin or why 70% of respondents thought your advertising campaign too patronising.
The above analysis yields a whole new set of problem identification answers and a higher probability that your solutions will not be misdirected.
These and other topics are covered in depth in the MBA dissertation on Managing Creativity & Innovation, which can be purchased (along with a Creativity and Innovation DIY Audit, Good Idea Generator Software and Power Point Presentation) from http://www.managing-creativity.com/
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Kal Bishop, MBA
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Kal Bishop is a management consultant based in London, UK. He has consulted in the visual media and software industries and for clients such as Toshiba and Transport for London. He has led Improv, creativity and innovation workshops, exhibited artwork in San Francisco, Los Angeles and London and written a number of screenplays. He is a passionate traveller. He can be reached on http://www.managing-creativity.com/
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