Creativity can be defined as the identification of problems and the generation of ideas, while innovation can be defined as the selection, development and commercialization of ideas.
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 surefire route to commercial 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 for this is the awareness of archetypes: stereotyped characters like Mentor, Goddess, Hippy and Guru, etc. Jung argues that archetypes are universal and appear most strongly in our dreams. Mask and Trance studies show that when we put on a mask, we take on the characteristics of whatever we perceive that mask (or associated individual) to represent.
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 they were happy-go-lucky hippies.
Masks eliminate the appraisal apprehension associated with blocking. Wearing masks allows people to come up with unoriginal or unintelligent ideas because “it’s not them” doing it.
Role-playing, simulating how a mentor, sailor, guru or other would answer a question, allows the individual to tap into a rich source of subconscious tacit knowledge.
These and other topics are covered in depth in the MBA dissertation on creativity and innovation management, which is available for purchase (along with a creativity and innovation audit, good idea generating software and a Power Point presentation) at http://www.managing-creativity.com/
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