CREATIVITY AND

INNOVATION
Mohd Ali Bahari Abdul Kadir
Datin Assoc. Prof. Norela Nuruddin

WHAT IS CREATIVITY
1. Lotherington,2
008

the merging of ideas which have

not been merged before.
New ideas are formed by
developing current ones within
our minds.

2.

Dorf and Byers,

2005

the ability to use the imagination to develop

new ideas, new things or new solutions

3.

Matherly &
Goldsmith, 1985

the generation of ideas that result in

improved efficiency or effectiveness of a
system.

4.

May, 1975

the process of bringing something new into

being.
2

WHAT IS INNOVATION
1 Howell & Higgins, the process by which entrepreneurs
. 1990
convert opportunities into marketable

ideas.
2
.

Drucker, 1985

3
.

Luecke and Katz

(2003)

the specific instrument of entrepreneurs, the

means by which they exploit change as an
opportunity for a different business or a
different service.
"Innovation.is generally understood as
the successful introduction of a new
thing or method . . . Innovation is the
embodiment, combination, or synthesis
of knowledge in original, relevant,
valued new products, processes, or
services.
3

CREATIVITY, INNOVATION &

ENTREPRENEURSHIP
1. Davila et al
(2006)

2.

Lotherington,
2003

3.

Amabile et al
(1996)

"Often, in common parlance, the words

creativity and innovation are used
interchangeably.
They shouldn't be, because while creativity
implies coming up with ideas, it's the
"bringing ideas to lifethat makes
innovation the distinct undertaking it is.
Creativity enables people to connect unconnected
things and from that meeting, new ideas spring forth,
whether they are new ideas for doing things or new
ideas for using things.
All innovation begins with creative ideas..We
define innovation as the successful
implementation of creative ideas within an
organization.
In this view, creativity by individuals and teams is a
starting point for innovation; the first is
necessary but not sufficient condition for the4
second"

CREATIVITY, INNOVATION &

ENTREPRENEURSHIP
1. Creativity is the process of generating unique
and useful ideas.
2. Innovation will take place when there is a
creative idea generation.
3. Innovation is about taking the creative/unique
new idea and turning it into something of value
4. Innovation requires discipline and action to
evaluate the ideas, test them, modify them and
then apply them. It is through there disciplined
and actions that turn an idea into something of
value.

Creative entrepreneurs observed peoples problem, and

see opportunities. These entrepreneurs then innovate by
applying creative solutions to peoples problems to better
enhance peoples quality of life.
Entrepreneurship is the commercialization of creativity.
Entrepreneurship occurs when an individual or
organization:
a. Sees the potential in an idea that can be developed for
the marketplace or user groups
b. Is prepared to take the necessary risks to stir things up
and get things out of their neat or comfortable spaces
c. Has the skills (or access to them), confidence,
determination,
and the funds (or access to them)
to carry out the innovation that is required to turn the
idea into reality.
6

CREATIVE PROCESS
Edward De Bono, 1992 creativity is a
process that can be developed and improved.
Everyone possessed a certain degree of
creativity, some of us are more creative, and
some are a little less.
Creative process involves looking with
different perspectives on unique relationships
of the surroundings.

PHASES OF CREATIVE PROCESS

Phase 1: Background or Knowledge Accumulation
Involves seeking and gathering of information through
observations, readings, conversations with others, attending
seminars, meetings and workshops, etc.
Phase 2: The Incubation Process
Entrepreneurs deliberately allows creativity to spur by
breaking-away from the problem and let the subconscious
mind work on it.
Phase 3: The Idea Experience
Discovery of the idea or solutions to the problems (eureka
factor).
Phase 4: Evaluation and Implementation
Evaluation and implementation of workable ideas requires
high level of persistency and patience. Entrepreneurs do not
easily give-up when they face obstacles.

Source: Adopted from Entrepreneurship A Contemporary Approach, Donald F. Kuratko and

Richard M. Hodgetts, 5th Ed. Harcourt, 2001

COMPONENTS OF CREATIVITY
a.

Creative thinking skills

The use of creative intelligence to approach
problems and find solutions
b. Knowledge
Four styles of creative intelligence:
Intuitive
Innovative
Imaginative
Inspirational
c. Motivation
Extrinsic
Intrinsic
9

COMMON CREATIVITY
TECHNIQUES
A.
B.
C.
D.
E.
F.

Brainstorming
SCAMMPERR
Lateral thinking
Mind mapping
Problem reversal
Attribute listing

(Alex F. Osborn)
(Micheal Michalko)
(Edward De Bono)
(Tony Buzan)
(Charles Thompson)

Source: Adopted from

http://www.mycoted.com/Category:Creativity_Techniques
10

A. Brainstorming (Alex F.
Osborn )

Organize the group of ideally 4-8 students (per group).

Choose the topic (problem) and write it on a whiteboard.
Lecturer must make sure that everyone understands the
problem or issue.
Remember the rules:
i. Do not criticize. All ideas are welcome and valid.
ii. Do not limit the number of ideas. The aim of
brainstorming is to get large number of ideas.
iii. Do not filter /censor any ideas. Keep the brainstorming
session flowing.
iv. Listen to other ideas and use it to generate other ideas.
v. Do not discuss or question as it could stop the flow of
ideas.
The lecturer can conduct the session either in an
unstructured way (any group can give ideas at any time) or
structure (going round the group for ideas).
The lecturer must be around to enforce the rules and write
down all the ideas.
Lecturer should clarify and conclude the session.
Lecturer should get a consensus of the best ideas produced
from the session (at least two).
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B. SCAMMPERR (Micheal
Michalko)

A checklist that could assists students to imagine various changes

they can make to an existing products/things to create a new one.
SCAMMPERR stands for:
S - Substitute - components, materials, people
C - Combine - mix, combine with other assemblies or services,
integrate
A - Adapt - alter, change function, use part of another element
M - Magnify - Make it enormous, longer, higher, overstated,
added features
M - Modify - increase or reduce in scale, change shape, modify
attributes (e.g. colour)
P - Put to another use
E - Eliminate - remove elements, simplify, reduce to core
functionality
R - Rearrange - change the order, interchange components,
change the speed or other pattern.
R - Reverse - turn inside out or upside down.
Students can use these changes as starting points for Lateral Thinking
12

C. Lateral Thinking (Edward de

Bono)

Lateral Thinking seeking to solve problems by

unorthodox or apparently illogical methods
(Concise Oxford Dictionary).
Lateral thinking - moving sideways when working
on a problem to try different perceptions, different
concepts and different points of entry (get us out
of the usual line of thought).
Lateral Thinking can be used in two approaches:
Specific: A set of systematic techniques used for
changing concepts and perceptions, and
generating new ones.
General: Exploring multiple possibilities and
approaches instead of pursuing a single approach.

13

D. Mind Mapping (Tony Buzan)

also called spider diagrams which represents ideas,
notes, information, etc. in far-reaching tree-diagrams.
To draw a mind-map:
Put down a large sheet of paper and write a short
heading for the subject/theme in the centre of the
page.
For each major sub-topic start a new major branch
from the central subject/theme and label it.
Each sub-sub-topic, creates a subordinate branch to
the appropriate main branch
Carry on in this way for ever finer sub-branches.
It may be appropriate to put an item in more than one
place, cross-link it to several other items or show
relationships between items on different branches. This
can be done through colour coding, type of writing etc.
14

E. Problem Reversal (Charles

Thompson)
The Method
a. Create negative statements. For example, in dealing with Customer
Service issues, ask students to generate a list of all the ways to make
customer service bad.
b. Doing what everybody else doesn't. For example, food delivery using
mangkuk tingkat or selling women accessories using vending
machine.
c. Make a list of pairs of opposing actions which can be applied to the
problem. Make students ask themselves "What if I ........" and plug in
each one of the opposites. A small sample:i. Stretch it/Shrink It
ii.Freeze it/Melt it
iii.Personalise it/De-personalise it
d. Change the direction or location of your perspective.
e. Flip-flop the results. For example, if we want to increase sales, think
about decreasing them. What would you have to do?
f. Turn defeat into victory or victory into defeat. For example, if something
turns out bad, think about the positive aspects of the situation. If I lost
all of the files off this computer, what good would come out of it? Maybe
I would spend more time with my family?! Who knows!
15

F. Attribute Listing
Steps:
1. Identify the product or process you are dissatisfied with or wish to
improve.
2. List its attributes. For a simple physical object like a pen, this might
include: material, shape, target market, colors, textures, etc.
3. Choose, say, 7-8 of these attributes that seem particularly
interesting or important.
4. Identify alternative ways to achieve each attribute (e.g. different
shapes: cylindrical cubic, multi-faceted.), either by conventional
enquiry, or via any idea-generating technique.
5. Combine one or more of these alternative ways of achieving the
required attributes, and see if you can come up with a new
approach to the product or process you were working on.
16

BLOCKS TO CREATIVITY

Blockages to creativity need to be recognized

and eliminated so that it will smooth the way to
creativity.
CLASSIFICATION OF BLOCKS ARE :

A.
B.
C.
D.
E.

Perceptual
Emotional
Cultural
Environmental
Intellectual/Conceptual
17

A. Perceptual Blocks
1. Prevent problem recognition, limiting the problem.
2. Inability to see problems from different perspectives
3. Stereotyping, missing the connections or associations
4. Not thinking outside the box
5. Literal thinking

18

B. Emotional Blocks
1. Fear of failure can paralyse us if we think what we are
doing wont be good enough.
2. Will lead to procrastination and project abandonment.
3. Most blockages are attitudinal or psychological.
4. Inability to incubate can lead to other fears such as:
i.
ii.
iii.
iv.
v.

fear
fear
fear
fear
fear

of
of
of
of
of

problem,
work,
fun,
exploring and
abandonment.

19

Fear of problem We are inclined to worry when we view our

situation as a problem to be solved

Fear of work

Lazy to merge or seek new ideas

Fear of fun

Believe that fun is childish and a waste of time,

yet some of the best ideas come when we are
relaxing or fooling around.

Fear of exploring

Uncertainties of the unknown, rigid people feel

uncomfortable to be adventurous and discover
because they have to leave the safety of their
known world

Fear of
abandonment

Comes from the need to conform. Conformity

brings new acceptance while deviating from
normal path or escape show our independence
and make us stand out.

Judging rather
than generating
ideas like :

Dislike new

Oh, that wont work

We have tried that before. It didnt work out
well
20

C. Cultural Blocks
1.
2.
3.
4.

Tradition is to be maintained.
Playfulness is only for children
Fantasies or dreams are for crazy people
Comfortable zone

21

D. Environmental Blocks
1. Environmental blockages are those impose upon us by
external factors. These include the working atmosphere,
amount of stress on individual, organizational culture,
supervisory practices and even the physical surroundings
of our workspace.
2. Blockages can also arise from physical and mental
exhaustion.
3. Examples:
I.

Lack of corporation and trust among colleagues (lack esprit de

corp)
II. Bosses who practice autocratic management
III. Too many distractions
IV. Lack of financial and top management support to bring ideas to
implementation
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E. Intellectual/ Conceptual
Blocks
1. Failure to understand and acknowledge problems
that need to be solved.
2. I dont know; Dont ask me
3. Try asking someone else
4. Many creative solutions are hidden by mistaken
assumptions. Therefore, people need to be more
open minded and receptive.
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TYPES OF INNOVATION

There are 3 types of innovation :

A. Technological Innovation
B. Operational Innovation
C. Organizational Innovation

24

A. Technological Innovation
These are breakthrough inventions that have widereaching impact and influence which benefit society and
business.
Major breakthroughs can be radical and disruptive for
people, society, businesses and countries or the whole
world.
Example; the internet.
They can change the way people live their lives, the way
companies do business and the way countries govern and
behave
25

 Example of major technological breakthroughs are :

the wheel,
the printing press,
steam power,
electricity,

wireless technology,
the computer,
the internet,
high performance materials like plastic, fiber
board, nuclear power and
so on.

Smaller technological inventions have less impact but still

have significant benefit to certain users.
Example of small technological inventions are:
electric toys,

the paper cup,

the ball-point pen,
the electric toothbrush,
the electric razor,
hair dryers,
the garden hose,

remote control toys,

computer games,
electric pencil sharpener
and
so on.

26

B. Operational Innovation
1. Operational Innovation is smaller, more process-oriented
Innovation
2. Tends to be incremental in nature
3. Doesnt necessarily change products or services or how they are
used and most of it goes unnoticed by the public, but often it is
the means to improved products and lower operating costs.
4. This type of Innovation happens by the very act of people doing
their work Hmm, what if we try doing it this way instead?
5. Have much smaller impact, per invention, compared with
breakthrough technological innovation, but cumulatively their
effect can be enormous. Their effect builds and grows over time.
27

Operational Innovation
includes:
1.

New systems or refinements to existing ones.

2.

For example, internal systems and methods for many aspects

of work such as staff administration, purchasing, distribution
and sales.

Small improvements in operations or processes.

For example, changes to make equipment run more effectively.

3.

Minor improvements or developments that will enhance

it to a technological product.

4.

Innovative new business practices.

1.

For example, new ways for thinking strategically.

28

C. Organizational Innovation
1. Organizational Innovation is where a company or
organization itself is innovative
2. In an innovative company or organization everyone knows
his or her specific role in innovation
3. It can be purposely built through putting organizational
culture as the operational style or mode to get things done.
4. Innovative companies dont just produce innovative goods
and services. They use innovative methods in everything
they do.
29

How To Instill Organizational

Innovation
a. Developing and instituting an innovative
work culture among the people within the
company or organization.
b. By enforcing work culture, company or
organization able to:
1.
2.
3.
4.

Change the way the staff work

Change their attitudes and mindsets
Improve their skills
Improve the methods they use to carry out their
work
30

Examples of Organizational
Innovation
1.

A CEO who accepts the challenge to be innovative

and encourages risk-taking (a spur to innovation)
and rewards good ideas as well as the successful
completion of projects (the results of innovation)

2.

An organization where everyone understands the

many benefits of innovation. Even those who are
not directly involved in innovative work, such as
production people, recognize they have a part to
play in identifying better ways of doing things.
They notice whats going on around them and
they find opportunities or way for improvement.

31

SOURCES OF INNOVATION

Within the company or industry

1. Unexpected occurrence (viagra, penicillin)
2. Incongruities (Federal Express)
3. Process needs (enzyme for cataract operation, sugar free
products)
4. Industry and market changes (advances in technology,
healthcare industry)

Within the social environment

1. Demographic changes (change in consumer preference)
2. Perceptual changes (fitness craze)
3. New knowledge (video industry, robotics)

Source: Adopted from Entrepreneurship A Contemporary Approach, Donald F. Kuratko and

Richard M. Hodgetts, 5 th Ed. Harcourt, 2001
32

COMMON CHARACTERISTICS OF
CREATIVE ENTREPRENEURS
1.
2.
3.
4.
5.
6.
7.

Sensitive to problems
Broad perspectives
Flexible and adaptable
Original thinker and stick-to-own opinion
Risk-taker
Motivated and dedicated
Curious

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