Creativity. Creativity Defined The ability to produce work that is BOTH Novel (i.e., original,...
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Transcript of Creativity. Creativity Defined The ability to produce work that is BOTH Novel (i.e., original,...
Creativity
Creativity
Creativity Defined
The ability to produce work that is BOTH Novel (i.e., original, unexpected,
innovative) Appropriate (i.e., useful, practical,
effective) (Sternberg 1999; Finke, Ward, & Smith
1992)
Creativity Problem Solving
Insight 9-Dot Problem Remote Associates Test
Problem Finding Requires Problem Definition Requires an allocation of cognitive capital
(Sternberg & Lubart 1991) to “think about what you’re going to think about” (Nickerson 2000)
More associated with creativity (Csikszentmihalyi & Getzels 1971; 1975)
Creativity: An individual trait or situation-driven?
Both Individual Trait Situation-Driven
Theories of Creativity
Individual Traits Influencing Creativity
Intrinsic Motivation Personality (e.g., Myers Briggs)
Other Personality-Related Individual Differences: Left vs. Right Brain Need for Cognition Dogmatism Divergent Thinking Ability Willingness to Break the Rules
Intelligence
Creative Cognition
Path of Least Resistance (“POLR”) (Perkins 1997; Ward 1994)
Top-Down Process Recall an existing solution to an active
problem Implement a well-known plan to solve it
Creative Tools
Brainstorming
Rules Defer judgment Encourage wild ideas Build on the ideas of others
Sterling Rice Ideation Case Study: Hot Pockets!
Mind Mapping
A visual representation of relationships and critical paths
Harnesses the non-linear way our brains work by capturing associative patterns
Analogical Thinking
Three Stages Access Mapping Transfer
Breaking Patterns Abandoning assumptions and looking at
problems differently Changing environments: Hiking in Chautauqua Observing normal behavior: Flatirons Crossing
How do you get off the “path of least resistance” and out of “rule ruts”? Challenging your assumptions: Wine bottle exercise
What motivates you to do that?
Understanding Opportunity
The Entrepreneurial Revolution
1960’s: About 200,000 new enterprises were created per year
Now: About 3.5 million per year businesses are launched each year – with 10-15% of the adult population is attempting to start a business at any given time.
40% of American men will attempt to start a business within their lifetime
Traits of an Entrepreneur?
Challenges the status quo Recognizes patterns - makes new
connections Committed to learning – peripatetic Visionary Risk taker Self-motivated Locus of control Tolerance for ambiguity
Good Opportunity?
Market is strong & accessible Compelling need Unique/different Sustainable competitive
advantage Profitable Great management
Application
Crunch!
New Product Development: Risky
To avoid failure, everything has to be right: Concept Design Pricing Positioning Packaging Advertising and Promotion
PDMA Best Practices Survey
The Best: average 49% of sales from products < 5 yrs old have a success rate over 80% Use stage/gate processes more extensively (& more stages) reward team non-financially in public and private ways innovate in their use of market research and engineering
design tools
Source: Drivers of NPD Success: The PDMA Report
Beyond the Business World
The Role of Creativity in Diverse Disciplines Music Psychotherapy Mathematics
Managing Creativity
In a brand management context Bill Weintraub, former head of
marketing at Coors, Tropicana, Kelloggs More generally, the lessons from
last week