AN

ENTREPRENEURIAL REPORT

ON

INNOVATION & CREATIVITY

Submitted for partial fulfillment of requirement seminar for 1st semester

MBA
By
DIVYANJALI BISHT
2155618
Under the guidance of
Ms.Mallika Tewari
ASSISTANT PROFESSOR

. SCHOOL OF MANAGEMENT STUDIES

GRAPHIC ERA HILL UNIVERSITY, BHIMTAL
SATTAL ROAD, P.O. BHOWALI
DISTRICT – NAINITAL, 263139
 2021 - 2023

CERTIFICATE
This is to certify that entrepreneurial project “ innovation&
creativitysubmitted for the partial fulfillment for the degree of MBA in
subject of entrepreneurial project this project work carried by
DIVYANJALI BISHT, MBA (1SEM), student of the GRAPHIC ERA HILL
UNIVERSITY, BHIMTAL, under the supervision of Ms Mallika Tewari.

Project Coordinator:
MISS. MALLIKA TEWARI.

SIGNATURE:
 ACKNOWLEDGEMENT
This report has been made possible with the cooperation
of many persons whom I wish to express my gratitude
& appreciation. I am very grateful to the people who
supported me to transform the report in the materialistic
form.
I am thankful to MISS. MALLIKA TEWARI faculty Of
management at GRAPHIC ERA HILL UNIVERSITY ,
Bhimtal for his gratitude during my project & giving me
full co- operation & also valuable information &
guidance , without which it would not be possible for
me to complete the manuscript .
At last but not the least , gratitude to my friends &
parents who helped me directly & indirectly to
complete this course within a limited time.

Divyanjali
 CONTENTS
S.NO TITLE SIGNATURE

EXECUTIVE SUMMARY
1.
2. DEFINING INNOVATION

3. TYPES OF INNOVATION

4. INCREMENTAL,
BREAKTHROUGH

5. DISRUPTIVE & GAME CHANGER

6. DESIGN THINKING

7. COGNITIVE SKILLS

8. CRITICAL THINKING

9. PROBLEM DEFINITION

10. IDEATION & PROTYPE

DEVELOPMENT
11. CULTURE OF AN INNOVATIVE &
CREATIVE ORGANISATION
12. INTERDISCIPLINARY TEAMS

13. INNOVATION & USE OF DATA

 EXECUTIVE SUMMARY

This report will provide an analysis on the effective leadership skills

manifested by STEVE JOBS over a sustained period of time &
turnaround that apple has gone through under his vision & commands.
Steve jobs played an significant role in leadership that created a steady
stream of great apple products which began with the revolutionary
MACINTOSH computer , later the Ipod , Iphone , through his sheer
ability to articulate his vision .
This report will further analyze & examine the key managerial &
leadership skills that STEVE JOBS mastered that led to the
magnificient growth of apple as an organization.
Apple has not only been developing & selling great products .more
importantly the company has been building an incredible platform &
ecosystem for its loyal users which it could further sell apps & services.
Apple has a formidable competition within well established & well
financed companies such as alphabet , Samsung, amazon, HP,as well as
new comers from china like Huawei, Xiomi.
 DEFINING INNOVATION
The word “innovation’’ derived from the Latin verb innovare , which
means to renew. Innovation means to improve or to replace something
for example, a process, a product or a service.
Innovation is a process by which a domain , a product , or a service is
renewed & brought up to date by applying new processes, introducing
new techniques, or establishing successful ideas to create new value.

According to ”BARACK OBAMA ‘’ INNOVATION is the creation of

something that improve the way we live our lives.
According to ”PETER DRUCKER’’ INNOVATION is change that creates
a new dimension of performance.
According to Government of New Zealand ‘’innovation is the creation ,
development& implementation of a new product, process or service,
with the aim of improving efficiency, effectiveness or competitive
advantage’’

“ INNOVATION IS BASICALLY THE COMMERCIALIZATION

OF CREATIVITY’’ .

According to STEVE JOBS “Creativity is just connecting things’’

Creativity is defined as the tendency to generate or recognize ideas

, alternatives, or possibilities that may be useful in solving the
problems, communicating with others, & entertaining ourselves &
others.
 TYPES OF INNOVATION
Most commonly we differentiate between 4 levels of innovation:
Incremental innovation.

Disruptive innovation.

Architectural innovation.

Radical innovation .

1. INCREMENTAL INNOVATION
EXISTING TECHNOLOGY, EXISTING MARKET
It uses existing technologies within an existing market. The goal is to
improve an existing offering by adding new features, changes in the design.

Examples for incremental innovation can be seen in the smartphone

market where the most innovation is only updating the hardware, improving
design, or adding some additional features/cameras/sensors, etc.

2. DISRUPTIVE INNOVATION
NEW TECHNOLOGY, EXISTING MARKET
It is mostly applying new technology processes ,or disruptive business
models to existing industries.

For example, iPhone where existing technologies in the market ( phones

with button, keypads, etc.) were replaced with touch interface .

3. ARCHITECTURAL INNOVATION

EXISTING TECHNOLOGY, NEW MARKET

It is something we see with tech giants like amazon, google, & many more at
the moment.

Example, digital ecosystem orchestrators like amazon & alibaba use this
innovation strategy to enter new markets.

4. RADICAL INNOVATION

NEW TECHNOLOGY, NEW MARKET

It involves the creation of technologies services models that open up

entirely new markets.

Example , innovation of the airplane. This radical new technology opened a new
form of travel,invented an industry & a whole new market.
 INCREMENTAL , BREAKTHROUGH
Incremental innovation is a series of small improvements or upgrades
made to a company’s existing products , services, processes or methods
whereas breakthrough innovation refers to change an existing product,
service, or process that has a significant impact on the business.

The 7 principles that jobs used to achieve his breakthrough success

are available to any business leader in any field who hopes to radical
transformation:

1. Do what you love – passion is everything. Innovation doesn’t

happen without it.
2. Put a dent in the universe
3. Creativity is connectivity things – Steve jobs basically used
experiences to inspire his best ideas.
4. Say no to 1000 things- jobs introduced iPhone in 2007 he
pointed out that while other smartphone makers were adding
features& buttons, , the iphone would remove them.
5. Create insanely great experiences- create exceptional
experiences for every customer, every time.
6. Master the message- Refine your product story.
7. Sell dreams, not products- Steve jobs basically create
products that help people to achieve their dreams.

The IPHONE has kept its competitors at bay with incremental innovation.
Every year the screen gets a bit bigger. The camera bit a bigger& the service
a bit stronger. & every year APPLE comes out with a new IPHONE.

THERE ARE 4 COMPONENTS WHICH HELP IN ACHIEVING

BREAKTHROUGH INNOVATION:

1. Take advantage of emerging trends.

2. Provides for basic needs.
3. Use simple business models.
4. Build barriers to entry.
 DISRUPTION & GAME CHANGER
It is a term which is coined by CLAYTON CHRISTENSEN. It refers to
innovation & technologies that make expensive or sophisticated products &
services accessible & more affordable to a broader market whereas game
changer refers to transform markets & even society. This innovation has a
radical impact on how humans act , think & feel in some way.

 STEVE JOBS enveiled a game changer in 2007.

 Since ,the IPAD has gone from strength to strength & remain leader
in a market which at best can be described as hard to crack.
 Considering design & utility, APPLE has managed to stay ahead of
the competition & IPAD has became a game changer.

APPLE is set to disrupt a few different industries that were unknown &
perhaps also irrelevant to back when STEVE JOBS launched the phone
IPHONE.

Three industries that stand out the most are healthcare, retail, & media. I
would argue that the days of disruptive innovation are over for this
product because the market is ripe for a new disruptive phone to set the
world blaze.

THERE ARE BASICALLY 10 GAME CHANGING PRINCIPLES THAT I

HAVE LEARNED FROM STEVE JOBS ARE ;

1. Think bigger.
2. Failure is a part of learning.
3. Focus on what matters.
4. Be intensely what persistent.
5. Have passion what you do.
6. Design matters.
7. Practice innovation daily.
8. Insanely great is a way of seeing new possibilities.
9. Don’t fear the future- shape.
10. Enjoy future
 DESIGN THINKING
Design thinking can be described as a “discipline that uses the design’s
sensibility & methods to match people’s needs with what is technologically
feasible & what a viable business strategy can convert into customer value
& market opportunity” – TIM BROWN CEO

Design thinking can solve complex problem across systems, procedures ,

protocols & customer experiences.

 Outstanding companies such as Apple, Nike,& Tesla are all design

driven company. These company adopt design thinking when they
are creating new products & solving business problems.

 Take example of Apple it was not always the mega success that it is
today. All of the products look , feel, & user friendliness set apple
apart from its competitors.

 Design thinking showed that Apple was a company with a soul &
vision & the message continues to resonate with customers.

JOBS not only conveyed to people what he was selling , but he also showed
them what the needed it.

Everything that any profession does- from research & development, to

strategy, to content creation – can be improved through design thinking.
 COGNITIVE SKILLS
These skills are the core skills your brain uses to think, read, learn,
remember, reason, & pay attention.

 These skills basically include thinking , formulation & problem-

solving, decision making & initiative.
 Cognitive skills are important because cognition has motivation,
abilities, & efforts to explore business opportunities, mobilize the
necessary resources, & successfully manage & improve the
performance of the business.

JOBS grew up with his adoption parents & inspired him to learn &
experiments , so he started out life with probably a higher cognitive ability
in general.

 JOBS excelled at his crystallized cognitive ability as he was able

to use his knowledge to become more adopt in his profession.

 JOBS was always motivated to lead, but from reading , it seemed

that JOBS only option ( in his mind) was to lead, there was no
choice.

 JOBS changed many lives for better & some for the worse
through the course of his tenure with APPLE incorporated.

 First apple must take into account the major strength of a

tablet’s main competitor.
 CRITICAL THINKING
It is the intellectually disciplined process of activity & skillfully ,
conceptualizing, applying, analyzing, synthesizing, & or evaluating
information gathered by observation, experience, as a guide to belief &
action.

STEVE JOBS is extroverted in relationships but we can easy to accept that

STEVE is a creative person.

 At Apple’s CEO position, STEVE is very careful in attention & talk

with others as well.

 Easy to see that from MAC to IPOD , IPAD & the IPHONE

 STEVE JOBS is analytical person. Before making every decision, he

spent time for discussing SWOT ( strength, weakness,
opportunities, threats ) with all his staff.

IPOD was wasting his time for long discussion to develop IPOD or not.
After try to giving window users taste of APPLE’S technology , as a “
survival of the fittest” IPOD was explosion with MACS & I TUNES.
 PROBLEM DEFINITION
We can define problems correctly in just 3 steps:

EXPLORE THE CURRENT SITUATION

EXPLAIN

ASK YOURSELF

1. EXPLORE THE CURRENT SITUATION: paint a picture in words by

including the presenting problem, the impact it is having , the
consequences of not solving the problem & the emotions the problem
is creating for those involved.

2 . EXPLAIN : once you examined & clearly explained the situation

draft a simple problem.

3 . ASK YOURSELF: “why is that a problem’’ ? if the answer is another

problem , then congratulate yourself for moving from the presenting
problem .

INNOVATION DISTINGUISHES BETWEEN A LEADER & A FOLLOWER

 APPLE mistake was antennagate. Like a great leader , STEVE JOBS

immediately stepped upto face the challenge head on.

FAILURE 1: APPLE III COMPUTER - it was I computer that was not

designed by its cofounder STEVE WOZNIAK . it was APPLE’S first attempt
to break to the business market. There were many issues & the
motherboard got not fast.

FAILURE 2: PIXAR IMAGE COMPUTER - STEVE JOBS admired new

technologically advanced the computer division of lucasfilm was .
FAILURE 3 : NEXT COMPUTER - after his involuntary departure from
apple, STEVE JOBS was keen to show the world that he can build another
company.

For , APPLE that problem was that tech was ugly. It was bulky &
unattractive. JOBS took the idea of a computer & made it better &
different.
He combined 2 ideas, solved a need & revolutionized an entire
industry.
 IDEATION & PROTOTYPE DEVELOPMENT

Ideation is the process of generating a broad set of ideas on a

given topic, with no. attempt to judge or evaluate them. The goal
of ideation is a high- quality design that solves a specified
problem, the focus of ideation is quantity instead of quality
whereas prototype is look alike or a copy of a part that
demonstrates the product features & explores all possibilities
before investing in the parts complete development.

THERE ARE 7 IMPORTANT THINGS ABOUT IDEATION:

 Thing big.
 Trust your instincts & take risks.
 Surround yourself with amazing people.
 Create memorable experiences.
 Communication is key.
 Understand your customer.
 Do what you love.

IDEATION DEVELOPMENT BY THE FOLLOWING POINTS:

 Design is at the forefont.
 Design teams are separated from the larger company.
 A documented development process.
 Monday is review bay.
 The ENGINEERING PROGRAM MANAGER & GLOBAL SUPPLY
MANAGER.
 Iteration is key.
  The packaging room.
 A launch plan.
 The take away.

APPLE created a special prototype development boards that

contained nearly all of the IPHONE’S part’s, spread out across a
large circuit board.
The verge obtained exclusive access to the original IPHONE M68
prototype board from 2006/ 2007, thanks to RED M SIXTY, a source
that asked to remain anonymous . this board provide a rare historical
look at an important part of computing history, showing how APPLE
developed the original IPHONE.
CULTURE OF AN INNOVATIVE & CREATIVE
ORGANIZATION
Culture of an innovation is an environment that support creative thinking &
advances efforts to extract economic & social value from knowledge , & is
doing so, generates new or improved products.

 PUT PEOPLE FIRST ; APPLE’S innovation focuses instead on

making people’s lives better with smart & intuitive products. This
approach is at the very heart of APPLE’S innovation culture.

 ALIGN CORPORATE CULTURE WITH INNOVATION STRATEGY:

STEVE JOBS , APPLE has worked hard to establish a corporate

culture of innovation that deploys human resources to support the
company’s strategic objectives.

 HIRE SMART PEOPLE , THERE EMPOWER THERE.

 BALANCE STRUCTURE & FLEXLIBITY : culture of an innovation is

an environment that support creative thinking & advances efforts to
extract economic& social value from knowledge, & is doing so ,
generates new or improved products.
 CREATIVE ORGANISATION

When STEVE JOBS returned to APPLE , it has a convention structure for its
size & scope .it was divided into business units, each with its own p& l
responsibilities. JOBS put entire company under one p & l & combined the
disperate departure of the business units into one functional organization.

1998 2019

CEO CEO
Hardware Design
Finance Hardware engineering
Software Machine learning

FUNCTIONAL ORGANISATION is created for the company of APPLE. What is

surprising - in fact, remarkable – is that APPLE retains it today even through
the company is nearly no times as large in terms of revenue.

 This organization help the entrepreneurial firms grow large &

complex , they must shift from a functional to a multidivisional to
align accountability & control & prevent the congestion the occurs
when countless decisions flow up the organization chart to the very
top.

This creative organization are created by the Steve jobs the

development of APPLE company .
 INTERDISCIPLINARY TEAMS
It basically involves team members from different disciplines working
collaboratively , with a common purpose, to set goals, make decisions, &
share resources & responsibilities.

Basically JOBS was a visionary GOD, inspiring & enrolling the brightest of
talent to followed his vision & create amazing new products.

This following points help the leaders cut on it with practical intent.

 UNLEASH THE INTRAPRENEUR SPIRIT ACROSS

ORGANISATION
 VALUE YOUR WORKERS
 SET THE PEOPLE FREE
 GIVE THEM A COMMON VISSION

 JOBS followed a leadership style for creating a intradisciplinary teams .

leadership style was autocratic , he had a meticulous eye for detail &
surrounded himself with like minded people to follow his lead.

 JOBS basically believed that he was solely responsible for the decisions &
direction of his teams.

 JOBS knew that he was the one in change & he didn’t need to rely on
collaboration & input from his team to keep things moving forward.

 JOBS think that work was more efficient & effective when he made all the
choices.

THE WAY HE LED HIS TEAM & CO. INCLUDING :

 HIRE THE RIGHT PEOPLE.

 PUSH YOUR EMPLOYEES TO BE THEIR BEST .
 LEAD BY EXAMPLE
 FOLLOW YOUR MOTIVATION.
 INNOVATION & USE OF DATA
Innovation refers to an individual or organization creating new ideas , such
as new product , workplace processes & upgrade to existing services or
product, or in business innovation can promote growth , help ensure the
organization can compete with new market trends & help generate profit.

 APPLE I JOBS & his co- founder STEVE WOZNIAK created the
APPLE I , a personal computer with no monitor , no keyboard , & no
mouse.

 The IPHONE fitting snagly into the palm of your hand, the IPHONE ,
released in 2007 , could send & receive telephone calls, play movies,
retrieve e-mail , send & receive text messages.

 Numerous other smartphone applications were added as subsequent

models were released .

 The IPAD tablet it had many of the capabilities of a laptop computer.

The IPAD is thin & lightweight , with a touch screen interface, audio
capabilities & interconnectivity.

Profoundly, influenced one lives with his innovations. we may now

away with us in a convenient, highly portable device, the IPAD, one
JOB’S latest ideas , which gives access to movies , book, newspapers, &
magazines.
 USE OF DATA
Presently, the company has become enmeshed in big data analytics, with
technology driving their considerable lot of decisions.

 The APPLE watch is a good example of APPLE’S strategy of

capitalizing on big data. The APPLE watch has the potential to
revolutionize not just wearables in general but data gathering.

 APPLE can now capture data on what customers do during this

day.

 APPLE collects personal data & uses it to show advertisements.

However, APPLE serves advertisements only on the APPLE
store , news app, & stock app.

SUPPOSE , you use the APPLE news app to read fashion stories. APPLE put
you in a segment of the people who are interested in fashion. When that
happens , you’ll see more fashion reacted apps ads in the app .

By doing so, APPLE is showing relevant advertisements but they are not
directly targeted you.
 CONCLUSION

 JOBS is an influential man who learned from his failures &

gained maturity from them. A true mentor & one of the greatest
leaders, managers & an idol, for those wanting to like them.

 Apple is trying its best to utilize technological advances to

improve its user experience.

 APPLE has more opportunities & strengths compared to threats

& weaknesses.

 APPLE is a company that things mostly done over STEVE JOBS

such as one man company.

 He revolutionized certain kinds of products & created a company

or brand that everyone reveres.

 We should be very careful when we discuss what leaders or

important icons do & how they should be perceived by the
public.

 STEVE JOBS did a lot of amazing things in business & technology.

 Today it is possible to have some difficulties on creation side

since lacking creation inside APPLE.

 It’s success is the outcome of it’s unique management style that

relies on mostly JOBS.
 The success that APPLE reached with STEVE JOBS is not a
coincidence.

 on the basis of PESTLE analysis, APPLE should be able to thrive in

electronic device industry in the next 5 years in spite of the
challenges because it demonstrates an impressive ability to
adopt to a challenging environment.

 so it can be said that APPLE will continue to the leader in the

electronic industry in years to come.