Argumentative

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Creativity, Innovation & Design

Creativity Principles

Prepared by Dr Gerrit de Waal

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Are creatives born or made?

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Creativity in the animal kingdom School of Management3

https://www.youtube.com/watch?v=jqlv-ZVIhu8 Black-crowned night heron

https://www.youtube.com/watch?v=Uc7Ahp5--eE Sea Otter Using a Rock to Open Clams

SO WHAT?

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Left-Right Brain Thinking

School of Management What is your predominant mode of thinking?

Not scientifically correct, but a useful metaphor

• uses logic • detail oriented • facts rule • words and language • present and past • math and science • can comprehend • knowing • acknowledges • order/pattern

perception • knows object name • reality based • forms strategies • practical • safe

• uses feeling • "big picture" oriented • imagination rules • symbols and images • present and future • philosophy & religion • can "get it" (i.e. meaning) • believes • appreciates • spatial perception • knows object function • fantasy based • presents possibilities • Impetuous • risk taking

Left Right

Left Brain Right Brain is a MYTH: https://www.youtube.com/watch?v=_BxJKrw4TAc

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THE Right Brain vs Left Brain test ... do you see the dancer turning clockwise or anti- clockwise?

If clockwise, then you use more of the right side of the brain and vice versa.

Most of us would see the dancer turning anti-clockwise though you can try to focus and change the direction; see if you can do it.

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Disclaimer: Not scientifically proven. Only for demonstration purposes

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Importance of creativity, innovation and design thinking  Creativity as one of the top three skills employees need to have – World

Economic Forum, 2019 (https://www.weforum.org/agenda/2016/01/the-10-skills-you-need-to- thrive-in-the-fourth-industrial-revolution/)

 The complex and evolving nature of today’s problems

 The need to stay ahead of the competition

 The need to provide user-focused products and services

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Why are Creativity and Innovation important?

An entrepreneur is a person who habitually creates and innovates to build something of recognised value around perceived opportunities

(Bolton & Thompson, 2002)

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Why are Creativity and Innovation important?

Back in 1960 the composition of the Fortune 500 was so stable that it took 20 years for a third of the constituent companies to change. Now it takes only

four years.

The Economist’s special report on entrepreneurship August 4, 2009

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https://region2000sbdc.wordpress.com/2009/08/04/the-economists-special-report-on-entrepreneurship/

Fortune 500 firms 1955 v. 2017: Only 60 remain, thanks to the creative destruction that fuels economic prosperity

https://www.aei.org/carpe-diem/fortune-500-firms-1955-v-2017-only-12-remain-thanks-to-the-creative- destruction-that-fuels-economic-prosperity/

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Creative Destruction • Creative destruction refers to the incessant product and

process innovation mechanism by which new production units replace outdated ones. It was coined by Joseph Schumpeter (1942), who considered it 'the essential fact about capitalism’.

• Netflix is one of the modern examples of creative destruction, having overthrown disc rental and traditional media industries—now being known as the “Netflix effect” and being “Netflixed.”

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Creativity – academic definitions • Creativity is the tendency [or ability] to generate or recognize ideas,

alternatives, or possibilities that may be useful in solving problems, communicating with others, and entertaining ourselves and others. (Franken, 1993, p. 396)

• Creativity refers to ‘novel work that is accepted as tenable or useful or satisfying by a group in some point in time’ (Stein, 1953 cited in Runco & Jaeger 2012, p. 94)

• Creativity is ‘the production of novel and useful ideas in any domain’ (Amabile et al. 1996, p. 1155)

• Creativity is ‘the development of original ideas that make a socially recognized contribution’ (McShane et al, 2017, p. 226)

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A non-academic definition of creativity

… is connecting two or more separate ideas in a way that creates new meaning

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https://www.youtube.com/watch?v=U5AZed69Iy4

Bruno's company took two things people love "beer/wine/cheese" and "casino" and combined it into one fun activity for companies.

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Do you agree with this statement?

• Creativity involves both

new and useful work in

a given domain that is

socially accepted

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No, because one seemingly crazy idea leads to another… leads to another.. and so on until…

Demetri Martin Stand-up Comedian

While being creative, don’t criticise your creative ideas. This is part and parcel of what we refer to as divergent thinking

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Creativity in action: Divergent & Convergent thinking

Divergent thinking: The process of thinking that explores multiple possible solutions in order to generate creative ideas

Convergent thinking: The process of figuring out a concrete solution to any problem

https://www.extension.harvard.edu/professional- development/blog/divergent-vs-convergent-thinking-how-strike-balance

Image source: https://cucumber.io/blog/bdd/the-two-modes-of- thought-you-need-for-bdd/

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The Creative Process Model (Wallas, 1926)

PREPARATION

• Understand the problem/ opportunity

• Investigate information that seems relevant to the issue

INCUBATION

• Period of reflective thought

• Non-conscious or low-level awareness, not direct attention to the issue

• Active divergent thinking process

• Sudden awareness of a novel, although vague and incomplete, idea entering one’s consciousness

• May include an initial period of ‘fringe’ awareness

VERIFICATION

• Detailed logical and experimental evaluation of the illuminated idea

• Further creative thinking

ILLUMINATION

Source: McShane et al. 2017, p. 228

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Self study: 15 video slides on Canvas

https://rmit.instructure.com/courses/77197/pages/slide-1-introduction?module_item_id=3000433

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• Creativity is thinking up new things

• Innovation is doing those new things

• Entrepreneurship is obtaining value from those new things

Making those connections

Making them real

Making them count

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References • Bolton, B. K., & Thompson, J. L. (2002). The Entrepreneur in Focus: Achieve Your Potential. United Kingdom:

Thomson Learning. • Byron, K. (2009). The Creative Researcher. In. Retrieved from https://www.scribd.com/document/135659128/The-

Creative-Researcher-Dec09 • Franken, R. E. (1993). Human Motivation: Cengage Learning, Inc. • Manning, A 2018, Divergent vs. convergent thinking: How to strike a balance, Harvard Extension School, viewed 20

February 2019 , https://www.extension.harvard.edu/professional-development/blog/divergent-vs-convergent- thinking-how-strike-balance

• McShane, S, Olekalns, M, Newman, A & Travaglione, T 2017, Organizational Behavior, 5th edn, McGraw-Hill Education, Australia.

• Razumnikova, OM 2017, ‘Divergent versus convergent thinking’, in E Carayannis (ed.), Encyclopedia of Creativity, Invention, Innovation and Entrepreneurship. Springer, New York, NY.

• Runco, MA & Jaeger, GJ 2012, ‘The Standard Definition of Creativity’, Creativity Research Journal, vol. 24, no. 1, pp. 92-96.