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