3.1 Introduction to creativity

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來自 Erasmus University Rotterdam 的課程

Innovation Management

431 個評分

Erasmus University Rotterdam

Innovation Management

431 個評分

What is innovation management? How do firms bring in new business models and get new products and services to the market? Go on a nine-week journey through innovation management concepts, theories of idea generation, selection, strategy formulation and implementation in this MOOC in Innovation Management. In it, you will also learn the tools for implementing innovation projects yourself. Guided by world-class academics, you will develop an innovative mindset and expertise in how firms successfully create new ideas for marketing new products. The syllabus also includes sessions about innovation strategy, idea management and social networks. During this course, you will learn how to: • use the main innovation management terminology and concepts • explain the adoption life cycle and innovation adoption at the individual level • define creativity and explain how creativity can be stimulated • recognise and describe three types of idea management systems • explain what an innovation strategy is and why it is important • describe what a product portfolio is • explain how innovation projects should be selected and managed • explain the importance of teams, team structures and networks for innovation. Rotterdam School of Management, Erasmus University (RSM) is one of Europe’s leading business schools, and ranked among the top three for research. RSM’s primary focus is on developing business leaders with international careers who carry their innovative mindset into a sustainable future. Go to www.rsm.nl for more information. This nine-week MOOC in Innovation Management is taught in English. There is no fee to participate in the programme.

從本節課中

The Fuzzy Front-End - Creativity

In a knowledge-based and innovation-driven business environment, creativity is an essential capability if an organisation is to gain a sustainable competitive advantage. All innovations begin with creative ideas, and creativity is also needed during the entire innovation process. So, it is imminent that employees in any job and at any level of the organisation can contribute to innovation with creative ideas. This module comprises of four instruction videos, one interview with a creativity consultant, and two assignments. After this module you will understand what creativity is and how you, other people and groups become more creative: crucial knowledge for any manager that wants to excel in innovation!

3.1 Introduction to creativity8:44

3.2 What makes people creative?8:48

3.3 How can we enhance creativity?12:29

3.4 How can groups be creative?9:35

3.5 Interview on creativity consulting8:16

與講師見面

Serge Rijsdijk
Assistant Professor
Rotterdam School of Management, Erasmus University
Jan van den Ende
Professor
Rotterdam School of Management, Erasmus University
Sandra Langeveld
Teaching and research coordinator
Rotterdam School of Management, Erasmus University
Murat Tarakci
Assistant Professor
Rotterdam School of Management, Erasmus University
Stefano Tasselli
Assistant Professor
Rotterdam School of Management, Erasmus University
Daan Stam
Associate Professor
Rotterdam School of Management, Erasmus University
Dirk Deichmann
Assistant Professor
Rotterdam School of Management, Erasmus University

Welcome.

My name is Sandra Langeveld.

This week, we will talk about creativity, and

I have the pleasure to introduce you to this interesting topic.

You may think of creativity in an artistic way.

Making a painting, composing music, or performing a dance.

But creativity is also needed in business, known as business creativity.

So don't worry, we won't be using these today.

Creativity is a necessity to achieving an innovation.

Take a look at the next examples.

Maybe you would have done your groceries by horse today if it wasn't for

someone to have the creative idea to replace horses by engines.

This is the first car ever, a real revolution back in the era of coaches.

The next innovation, Google Glass,

also started with the creative idea to turn the shape of a computer into glasses.

These were just some examples of creative ideas.

In this video, we will take a closer look at the definition of creativity, and

explain the relationship with innovation management.

We will also give you a short introduction into divergent and

convergent thinking, both needed to come up with the creative idea.

There are many definitions for creativity.

How would you describe creativity?

Do you see creativity as an ability of a person?

A set of skills that makes one person more creative than others?

Or, do you approach it in a psychological way?

An intellectual thought process that takes place within a person.

Or do you see it as something that comes when you feel free from threat

and pressure?

Something that can be stimulated by the environment, for

example, by an inspiring leader.

All of these aspects of creativity are interconnected.

The characteristics of a person and

the environment influence the creative process and leads to a creative outcome.

In business, the end product can be an idea for service, product, or process.

A common definition for creativity and management sciences is,

creativity is the production of novel and useful ideas.

Although the two are highly related, novelty and

usefulness are two different concepts.

Think of novelty as the creation of a great, original, and

cool idea because of distinctive characteristics.

For example, the products shown on the slides.

The Segway, a real new idea, a two-wheeled,

self-balancing battery vehicle.

You cannot compare this product with any other products.

Usefulness in business is about possibility to commercialize or

implement the idea.

Take WhatsApp, for example, a very useful application to exchange messages.

The difference with other services is that the messenger and

the receiver can have different devices, for example, iPhone and Androids.

This makes it a multi platform and is therefore very useful.

Novelty and usefulness must both be seen from the eyes of the beholder.

So, an idea is still novel even if someone else already invented it

without you knowing, or in a different context.

And an idea is still useful for

your company even if another company has already applied it.

For example, if you introduce open offices to a traditional company

it is still new and useful for that company, and therefore a creative idea.

In developing new products, we need to take the customer into account too.

Something can be new for the company but what if the customer already knows it?

This is not good.

How can we define the relationship between creativity and innovation management?

Creativity is the production of novel and useful ideas, and innovation

is the successful implementation of these ideas within an organization.

In other words, every innovation starts with a creative idea,

and a good thing is, everyone can be creative.

I want to illustrate this by showing you that even animals can be creative.

Take a look at this crab.

It uses materials from its environment to hide from predators.

This is very creative.

In order to be creative, you need to be able to see things in new ways or

from different perspectives.

The crab sees his environment, not only as a place with animals and

plants, but as a collection of decoration to camouflage his body.

It takes many ideas to find a creative idea.

For example, what can I do with this pen?

Yes, I know I can write with it.

You can use it as a pointer, but what else?

If you give yourself more time you will come with answers less obvious.

You can use it to decorate your hair or maybe to scratch yourself.

You need a lot of ideas to come up with creative ideas.

Quantity will lead to quality.

This brings me to divergent thinking.

This is the process or method used to generate multiple related ideas for

a given topic or solutions to a problem.

It typically occurs in a spontaneous manner, such that many and

unexpected ideas are generated in a short period of time.

Children are very good in divergent thinking.

Give them a box and they will turn it into a car or a castle, but for

adults, divergent thinking is quite hard.

Our brain consists of many cells that are connected among each other.

These connections are the building blocks of our thoughts, ideas, and memories.

In order to come to breakthrough ideas

we need to break these patterns in our brain and create new connections.

There are different techniques to give our brain a workout, for example,

brainstorming.

We will talk about this in video four of this week.

Another technique to become more like a divergent thinker is to force yourself

to combine two unrelated subjects into a new concept.

They say snowboarding was invented like this.

Two unrelated concepts snow and surfing put together into a cool idea

There are three measures for divergent thinking.

First, fluency, which is the number of ideas per time unit,

the higher the better.

Second, originality, the degree of newness of the ideas.

And third, flexibility, the variety of the ideas.

Often measured as the number of categories you can fit the ideas in.

After the divergent thinking process you will have a lot of ideas, but

not all ideas can be implemented.

There will not be enough resources to implement the ideas and

there will be bad ideas too.

So you need to make a decision.

After the process of divergent thinking has been completed,

ideas are organized and structured using convergent thinking.

During this phase, ideas can be combined and categorized.

The best idea can be chosen afterwards.

It is important that you make sure you give every option a fair chance.

Do not dismiss novel or original ideas too fast.

Some ideas may not be workable, but take your time to improve those ideas.

It is also important to keep your objectives in mind.

This was the first video on creativity.

Remember, a creative idea is both novel and useful.

And to come up with a creative idea, you need many ideas.

And you need to be able to see things in new ways from a new perspective,

just like you did when you were a child.

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