CHAPTER 3
Developing Entrepreneurial Creativity &
Innovation
By: MAIZURAMOHAMAD (DR)
AT THE END OF THIS CHAPTER YOU SHOULD BE
ABLE TO:
✓ Define the concepts of creativity and innovation
✓ Explain four main phases in the creative process
✓ Explain five creativity techniques
✓ Describe four basic types of innovation
✓ Discuss the barriers to creativity and innovation
WHAT IS CREATIVITY?
“The ability to produce work that is novel,
high in qualities and appropriate”
(Sternberg, Kaufman and Pretz 2002)
Why is creativity important in everyday life?
“it makes life infinitely interesting and fulfilling”
-Betsy Roe-
• Human beings are essentially born creative–from
infancy on we find innovative ways to negotiate life.
• The most creative people find ways around obstacles
because they see them not just as roadblocks but also as
opportunities.
• Creativity expands our perceptions
CREATIVITY PROCESS
1.
• Most people call “work.” A writer, for
Preparation/
example, prepares by writing, by
Knowledge
reading, or by revising earlier work. A Accumulation
musician plays scales, chords, or songs;
a painter messes with paints or visits an
art gallery; an entrepreneur researches
problems to solve; a programmer plays
with code.
• In each example, the creative is going
through relatively mundane processes.
• It is mystical process, if there were one, because you 2.
often don’t know that you’re incubating an idea, or if
you do know you’re working on one, you don’t know
Incubation
when it’s going to come out.
• During this phase your conscious and subconscious
minds are working on the idea, making new
connections, separating out unnecessary ideas, and
grabbing for other ideas.
• This is the phase that most people mess up the most
with distractions and the hustle and bustle of daily
lives.
• In modern life, with its many beeps, buzzes, and
distractions, has the strong tendency to grab the
attention of both our subconscious and our
unconscious mind, and as result, the creative process
stops and is instead replaced by more immediate
concerns.
3. • This is the “Eureka” moment
Idea/Illumination that many of us spend our
days questing after.
• When it hits, the creative
urge is so incredibly strong
that we lose track of what
else is happening. The
driving impulse is to get
whatever is going on in our
heads down into whatever
medium it’s intended for.
• This phase is the one in
which the idea you’ve been
preparing and incubating 4.
sees the light of day. Evaluation &
• It’s when that written piece
comes out, when that song
Implementation
flows, when that canvas
reveals its painting, and so
on.
• It’s also when a good
creative starts to evaluate
the idea and determine
whether it’s good or not –
but only after they have
enough to see where it’s
going.
BARRIERS TO CREATIVITY
PERSONAL FEAR OF OVER
STRESS
BELIEVE CRITICISM MANAGEMENT
CREATIVE TECHNIQUE
BRAINSTORM MIND MAP DO IT
FORCED ANALOGY NOMINAL GROUP
BRAINSTORM
• Is a session (brainstorm) – in a group
• All members of the group suggest ideas
that are then discussed.
• The ideal number of group members
involved in a brainstorming session is
four to seven.
• There are four rules of brainstorming
(Williams, 2000), namely:
(i) The more ideas, the better;
(ii) All ideas are acceptable, no matter how
wild or crazy they might be;
(ii) Use other group members ideas to come
up with even more ideas; and
(iv) Criticism or evaluation of ideas is not
allowed.
MIND MAP
• This technique allows one
to use pictures and/or
word phrases to organize
and develop thoughts in a
non-linear fashion.
• It helps people to see a
problem and its solution.
FORCED
ANALOGY
• A very useful and fun-filled technique
of generating ideas.
• An idea is compared to a problem and
something else that has little or nothing
in common to get a new insight.
NOMINAL
GROUP
• The use of nominal groups is to
generate ideas and evaluate
solutions face-to-face in non-
threatening group circumstances
• Members do so by writing down
silently as many ideas as possible
DO IT
Situation to analyse the problem to ensure
that the correct question is being asked
CHARACTERISTICS OF CREATIVE PERSON
INNOVATION
https://www.ideatovalue.com/inno/nickskillicorn/2016/03/innovation-15-experts-share-innovation-definition/
TYPES OF INNOVATION
I NVENTION E XTENSION D UPLICATION S YNTHESIS
SOURCE OF INNOVATION
Unexpected events offer
Products or services are
immense opportunities for
knowledge-based innovations
entrepreneurs to apply their
that need a long time to
expertise to a new application NEW-
research and to be developed
or formula. KNOWLEDGE
CONCEPT by experts.
UNEXPECTED DEMOGRAPHIC
EVENT CHANGES
PROCESS The transformation of
NEEDS
Process needs exist within the demographic characteristics
process of business, an has created huge
industry or a service opportunities for
entrepreneurs to explore
INNOVATION BARRIERS
INNOVATION BARRIERS
THE IMPORTANCE OF CREATIVITY & INNOVATION
SURVIVAL
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QUESTIONS??
o To discuss in our FORUM
o Ask as many questions as you want about the
topic
o Always get ready with your notes and material
during online class
See you in next online
class…
