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.

Personal Creativity

How can individuals maximise their idea pool? Some powerful techniques include:

a) Creative versus critical thinking. Adopt an uncritical frame of mind in order to generate a large set of ideas. Then apply reductive thinking, which involves being logical, practical, focused, conservative and feasible.

b) Break the task into smaller, manageable parts. Creativity can be problem identification, idea generation and the idea pool can be measured against the number of ideas, the diversity of ideas and the novelty of ideas.

c) Be prolific. It can be declared with great certainty that quality positively correlates with quantity. The single best creative product appears at that point in the career when the

creator is being most prolific.

d) Engage in the process, which includes: identifying the problem, intensely investigating, seek stimuli, use techniques to force idea generation and engage in unrelated activities to trigger a variety of cognitive forces.

e) Import competencies to frame break, bridge and counter parochialism. Experience, tacit knowledge and intellectual cross pollination is the raw material of the idea generation process.

f) Set incremental and final deadlines. Targets produce more output than simply "do your best."

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, MBA

ABOUT THE AUTHOR
Kal Bishop is a management consultant based in London, UK. 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. He can be reached on http://www.managing-creativity.com/