THE CONCEPT OF

CREATIVITY
CHAPTER1
 THE ROLE OF CREATIVITY
 Creativity is the most important part of being innovative as it initiates the
process.
 Creativity is the ability to generate creative idea.
 Creative idea – an idea that has economic and/or social value
 Innovation is the process of innovation of making those ideas into reality.
 Creative idea which in turn becomes an innovation would result in the
improved efficiency/effectiveness of the system.
 Creativity is wasted if there is no process in place to take ideas and turn
them into something that has market potential.
 2 important aspects of creativity:
1. Process – to attain a solution to a problem
2. People – resources that determine the solution
 The process remain the same but the approach that the people use will vary.
 TWO APPROACHES TO
CREATIVE PROBLEM SOLVING
ADAPTOR INNOVATOR

Discipline, precise, methodical Unusual angles

Concerned with solving rather than Discover problems and avenues of

finding problems solutions

Refine current practice Question basic assumption related to

current practice

Tends to be income oriented Interested to the outcome

Extended detail work Little tolerance for routine work

Sensitive to group cohesion/cooperation No need for consensus, insensitive to

others
 http://www.testmycreativity.com/#

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 THE NATURE OF THE
CREATIVE PROCESS
 Creativity can be developed and improved.
 4 phases of creativity:
1. Background/knowledge accumulation
2. The incubation process
3. The idea experience
4. Evaluation and implementation
 BACKGROUND/KNOWLEDGE
ACCUMULATION
o Investigation & information gathering (extensive
reading, conversations, attending meeting, travel
to new places, scan articles, carry small
notebooks etc)
o Important to the entrepreneur who needs a basic
understanding of all aspects of the development
of new product, service and business venture.
 THE INCUBATION PROCESS
 Occurs while people engage in activities
totally unrelated to the subject or problem
(Sleeping, cutting the grass, painting the
house, exercise, play, meditation, sit back &
relax etc).
 THE IDEA EXPERIENCE
 The most exciting phase where the idea or solution is
discovered – “eureka factor”.
 New & innovative ideas often emerge while the person is
busy doing something unrelated to the enterprise (taking a
shower, driving, reading newspaper etc).
 Ways to speed up the idea experience:
1. Daydream & fantasize about your project.
2. Practice your hobbies
3. Work in a leisurely environment
4. Put the problem on the back
5. Keep the notebook at bedside
6. Take breaks while working
EVALUATION & IMPLEMENTATION

 Most difficult step of a creative endeavor

 Need courage & self discipline
 Successful entrepreneurs can identify ideas that are
workable.
 Do not give up, often will fail several times before
successfully develop their best ideas.
 In some cases they will take different but workable ideas.
 Suggestions:
1. Increase your energy level
2. Educate yourself in business planning process
3. Test your ideas with knowledgeable people
4. Take notice of your intuitive
5. Seek advice from others
 DEVELOPING CREATIVITY

 Recognizing relationships
 Developing a functional perspective
 Using your brain
 Eliminating muddling mind sets
 RECOGNIZING RELATIONSHIPS

o New & different relationships among objects,

processes, materials, technologies and people.
Exp: Adding fruit juice to soft drinks, combining
combustion engine technology with the wheel to
create the automobile etc.
YOUR EXAMPLE???
 DEVELOPING A FUNCTIONAL
PERSPECTIVE
 A creative person tends to view things & people in
terms of how they can satisfy their needs.
 Exp:
 Screwdriver = knife (to loose a screw)
 A cereal manufacturer adding fruit to its product to
create a new product that satisfy health conscious
market.
 CREATIVE EXERCISE

 Write down all the functions that you can

imagine for the following items:
1. Pebbles
2. A fallen tree branch
3. A chair
4. An empty roll of masking tape
5. An old coat hanger
 USING YOUR BRAINS
LEFT HEMISPHERE RIGHT HEMISPHERE
Verbal Nonverbal
Analytical Synthesizing
Abstract Seeing analogies
Rational Nonrational
Logical Spatial
Linear Intuitive
Imaginative
 ELIMINATING MUDDLING
MIND SETS
 Don’t make quick judgments
 Discomfort with change
 Either/or thinking
 Security hunting
 Stereotyping
 Probability thinking
 THE CREATIVE CLIMATE
 A trustful management
 Open channels of communication
 Variety of personality types
 Willingness to accept change
 Enjoyment in experimenting new ideas
 Little fear of making mistakes
 Promotion of employees base on merit
 Technique that encourage ideas (suggestions,
brainstorming etc)
 Sufficient resources
 INNOVATION
 Innovation is not a single event or activity, it is a process.
 Innovation is the application of new solutions that meet new
requirements, inarticulate needs, or existing market needs.
 This is accomplished through more effective products,
processes, services, technologies, or ideas that are readily
available to markets, governments and society.
 Innovation differs from invention in that innovation refers to the
use of a better and, as a result, novel idea or method, whereas
invention refers more directly to the creation of the idea or
method itself.
 Innovation differs from improvement in that innovation refers to
the notion of doing something different rather than doing the
same thing better.
 INNOVATION & THE
ENTREPRENEUR
 Innovation – the specific function of
entrepreneurship and output of creativity.
 Creates new wealth-producing resources or
endows existing resources with enhanced
potential for creating wealth.
 It is more than just a good idea
 Idea creative thinking development
(innovative product, service or etc).
 The innovation process

Search for new Analyze Potential

opportunities opportunities products
 Late one night in 1946, a very tired mother
was faced with a wet, crying baby yet again.
A STORY OF INVENTION 1

Changing her second daughter's soaked

cloth diaper, clothing, and bed sheets,
Marion O'Brien Donovan knew there had to
be a better way to keep babies dry. Soon
after, she tore down the shower curtain
hanging in her bathroom, cut out a section,
and sat down at her sewing machine,
determined to create a diaper cover that
would prevent leaks. That first shower-
curtain experiment eventually led to the
creation of a reusable diaper cover made
from nylon parachute cloth--and a
collective sigh of relief from women across
the United States.
 One day in the 1930s, while
sitting in his brother’s fountain
parlor, the Varsity Sweet Shop,
in San Francisco, Joseph B.
Friedman (1900-1982)
watched his young daughter
Judith at the counter struggling
A STORY OF INVENTION 2

to drink a milkshake out of a

straight paper straw. 
Friedman, an inventor with a
natural curiosity and a creative
instinct, took the straw and
inserted a screw. He then
wrapped dental floss around
the paper into the screw
threads, creating corrugations.
After he removed the screw,
the altered paper straw would
bend conveniently over the
edge of the glass, allowing a
small child to better reach the
beverage.
https://www.youtube.com/watch?v=LO
_YvEwtWXU

(INVENTIONS THAT MAKES

YOUR LIFE EASIER)

https://www.youtube.com/watch?v=F4
G74kprBK8

(20 USELESS INVENTIONS)

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