Creativity can be defined as problem identification and idea generation, while innovation can be defined as idea selection, development and marketing.
There are other useful definitions in this field, for example, creativity can be defined as a series of ideas, several diverse ideas, and several novel ideas.
There are different processes that improve problem identification and idea generation, and similarly different processes that improve the selection, development, and commercialization of ideas. While there is no sure route to business success, these processes improve the likelihood that good ideas will be generated and selected and that the investment in developing and commercializing those ideas will not go to waste.
the value of role play
One of the useful concepts in Creativity Management is the use of role play. The basis of this is the awareness of the archetypes: stereotypical characters like the mentor, the goddess, the hippy and the guru, etc. Jung argues that archetypes are universal and are most strongly manifested in our dreams. Mask and trance studies show that when we put on a mask, we assume the characteristics of what we perceive that mask (or associated individual) represents.
In a study in the British Journal of Psychology, businessmen scored low on creativity when asked to be themselves, but scored much higher when asked to pretend to be carefree hippies.
Masks remove the apprehension of appraisal associated with blocking. The use of masks allows individuals to generate unoriginal or unintelligent ideas because “they are not the ones” who are doing it.
Role play, pretending how a mentor, sailor, guru, or other would answer a question, allows the individual to access a rich source of subconscious tacit knowledge.
These and other topics are covered in depth in the MBA thesis on Managing Creativity and Innovation, which can be purchased (along with a DIY creativity and innovation audit, Good Idea Generator software and Power Point presentation) at http : //www.managing- creativity.com/
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