Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.

There are other useful definitions in this field, for example, creativity can be defined as consisting of a number of ideas, a number of diverse ideas and a number of novel ideas.

There are distinct processes that enhance problem identification and idea generation and, similarly, distinct processes that enhance idea selection, development and commercialisation. Whilst there is no sure fire route to commercial success, these processes improve the probability that good ideas will be generated and selected and that investment in developing and commercialising those ideas will not be wasted.

the Value of Frameworks

One of the most valuable tools for maximising idea generation is the use of frameworks. Frameworks break a large task into smaller more manageable pieces but also include the sum of knowledge of previous research.

Exercise 1: For example, without reading further, write down a number of ideas that tell me about your business or endeavour.

Now count the number of ideas you have produced.

Exercise 2: Now we will use the very basic and standard PEST framework for analysing macro effects.

Write down a number of ideas that tell me of the political effects that influence your business or endeavour.

Now write down a number of ideas that tell me of the economic effects that influence your business or endeavour.

Now write down a number of ideas that tell me of the social effects that influence your business or endeavour.

Now write down a number of ideas that tell me of the technological effects that influence your business or endeavour.

Now count the number of ideas you have produced.

It is likely exercise 2 will have produced about four times the number of ideas of Exercise 1.

These and other topics are covered in depth in the MBA dissertation on Managing Creativity & Innovation, which can be purchased (along with a Creativity and Innovation DIY Audit, Good Idea Generator Software and Power Point Presentation) from http://www.managing-creativity.com/

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Kal Bishop

Kal Bishop is a management consultant based in London, UK. His specialities include Knowledge Management and Creativity and Innovation Management. He has consulted in the visual media and software industries and for clients such as Toshiba and Transport for London. He has led Improv, creativity and innovation workshops, exhibited artwork in San Francisco, Los Angeles and London and written a number of screenplays. He is a passionate traveller.

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