CREATIVITY & MANAGEMENT OF INNOVATION

By
Padmasree. A Preethi. R Ramya. J Sangeetha.V Sujitha.B

CREATIVITY

Creativity is defined as the production of new and useful ideas concerning products, services, processes and procedures by individuals or small groups of persons working together.

INDIVIDUAL CREATIVITY
Creative people can be said to have: A particular Style Originality Competence Experience Determination Flexibility Positive outlook

CHARACTERISTICS OF CREATIVE PEOPLE

Management Style and Creativity

Encourage risk taking Provide autonomy Encourage productivity - sweat equity Supportive supervision, climate, and work group Participative leadership

Organization Design and Creativity

Flexible Flat Structures That promote Internal & External Interaction

Close Contact w/ Customers

Stages in the Creative Process

Preparation

Verification Illumination

Incubation

DO IT IS A PROCESS FOR CREATIVITY

D - Define problem O - Open mind and apply creative techniques I - Identify best solution T - Transform

CREATIVE PEOPLE IN ORGANIZATION

This creative group is divided to two different groups namely initiators and problem solvers. Creative people can be said to have :

A particular Style Originality Experience Determination Flexibility Positive outlook

ORGANIZATIONAL HURDLES IN CREATIVITY

An originator comes up with a creative idea At each level of management, the idea gets pruned and refined Freedom is the greatest when Thus till the time the initial the ground rules are clear. Chalk idea gets implemented, it would out the playing field and say, have gone through a number of Within those lines, make any hurdles. decision you need. - Dick Brown, chairman CEO of EDS

Creative Thinking Techniques

Brainstorming Rules Expressiveness - Say whatever ideas come to mind without focusing on constraints Non-evaluation - No criticism allowed; all are valuable Quantity - Produce as many ideas as possible Building - Expand on other peoples ideas

 Creative Thinking

Techniques
Brainwriting Hybrid of both individual and group brainstorming Produces more ideas than brainstorming

ORGANIZATIONAL CREATIVITY VS INDIVIDUAL CREATIVITY

High Organizations based on
continuous development, on systematic research of efficiency Successful organizations High rate of innovations

Organizational Few innovations, just Creativity

imitations

Low rate of innovations, sometimes radical, based on entrepreneurial spirit of individuals

Low Individual Creativity High

Creativity Killers

Excessive focus on extrinsic motivation Limits set by superiors Critical evaluation Close, controlling supervision Competition in a win-lose situation Control of decision making Control of information

INNOVATION

INNOVATION

Innovation is introduction of a new idea into the marketplace in the form of a new product or service, or an improvement in organization or process.

WHY CREATIVITY & INNOVATION

The highly competitive nature of todays business needs creative and innovative ideas for dominant success. Although good service is the essence of a successful business (in long term), novel ideas are jumping advancements; thus, a company has no chance to win this competitive game in the absence of creativity and innovation.

INNOVATION

INNOVATIONS COME FROM

TWO TYPES OF INNOVATION

Incremental Innovation
Incremental innovation is generally exploiting existing ideas , like Pentium Dual Core shows and incremental on Pentium IV.

Radical Innovation
Radical Innovation is like finding a commodity , something new to world like the transistors , these generally require R&D and take a lot of time.

THREE CONDITIONS OF INNOVATION

Innovation means work, hard, concentrated and thorough work. If these qualities are lacking then there is no use for the big talent, cleverness or knowledge. Successful innovations must build on your strong points. The innovation must be important to the innovator. Innovation must focus on a market, must be controlled by the market (market-pull).

PROCESS OF INNOVATION

The Innovation process can be depicted as a series of funnels each getting progressively smaller. Typically sixty ideas into the top funnel only produces just one innovation. The funnels are labeled as the four phases in the process idea generation, idea screening, feasibility and implementation.

WHERE DO INNOVATIVE IDEAS COME FROM?

Unsatisfied customers. Demographic changes in society. Vision. Problem solving.

EFFECTIVENESS CRITERIA FOR AN INNOVATION PROCESS

Implement a few ideas at regular intervals Ensure feedback takes place - there must be communication channels to originators. Screening system should be simple, understood by everyone Ensure the system is promoted Transform ideas into reality at a reasonable speed - if the system is too slow we may be too slow to react to the market pace and turn off idea originators.

INNOVATION IN AUTOMOBILE INDUSTRY

Automobile industry is one of the most competitive industry , which has to innovate much in its R&D . TATA created a revolution with the Nano, the worlds cheapest car. Mahindra and Mahindra, which was mostly known only for tractors , had to come up with the Scorpio and Scooter that changed the way people looked at M & M.

WHERE DO MANAGERS FIT IN HERE ?

Understand the need for creativity innovation and change. Identify risks. Inspire , Motivate and mobilize employees. Its not just innovation , but quality of innovation should also be their key focus.

THINGS NOT TO DO

Delay time until you get hold of report gathered from full research. Not following up on time. Call up many meetings aimlessly. Boost the cost estimates. Viz Book Cooking. Worry about the budget.

LATERAL THINKING

A man walks into a bar and asks the barman for a glass of water. The barman pulls out a gun and points it at the man. The man says 'Thank you' and walks out.

SOLUTION

The man had hiccups. The barman recognized this from his speech and drew the gun to give him a shock. It worked and cured the hiccups - so the man no longer needed the water.

Obstacles to Work Creativity

ORGANIZATIONAL IMPEDIMENTS such as internal political problems, harsh criticism of new ideas, destructive internal competition, avoidance of risk and overemphasis on the status quo WORKLOAD PRESSURES such as extreme time pressure, unrealistic expectations, or distractions

Stimulants to Work Creativity

FREEDOM in deciding work to do or how to do it CHALLENGE to work hard on important projects RESOURCES needed to do the work ENCOURAGEMENT from a supervisor who is a good work model, sets appropriate goals, supports and has confidence in the work group WORK GROUP SUPPORTS such as diverse skills, people who communicate well, are open to new ideas, constructively challenge one anothers work, trust and help each other, and feel committed to their work ORGANIZATIONAL ENCOURAGEMENT in a culture that supports creativity and communicates a shared vision of organization

CAN YOU IMPROVE YOUR CREATIVITY? YES! HOW?

Gather as much information as you can (read, talk with experts, etc.) and brainstorm. Just think about the problem or issue until an idea comes to you. Is the solution reasonable? If so, try it. If not, keep thinking. If you tried out an idea, did it work? If so, great! If not, begin the process over again. Do not put barriers on your mind. Put these steps to use.

Questions?

Thank You!