chapter 2: creativity 1 copyright 2005 prentice hall inc. a pearson education company inside the...

Chapter 2: Creativity 11Copyright 2005 Prentice Hall Inc. A Pearson Education Company

Inside the Entrepreneurial Mind: From Ideas to Reality

Inside the Entrepreneurial Mind: From Ideas to Reality


Creativity and InnovationCreativity and Innovation

CreativityCreativity – the ability to develop new – the ability to develop new ideas and to discover new ways of looking ideas and to discover new ways of looking at problems and opportunities; at problems and opportunities; thinkingthinking new things.new things.

InnovationInnovation – the ability to apply creative – the ability to apply creative solutions to problems or opportunities to solutions to problems or opportunities to enhance or to enrich people’s lives; enhance or to enrich people’s lives; doingdoing new things. new things.


EntrepreneurshipEntrepreneurship

Entrepreneurship – the result of a Entrepreneurship – the result of a disciplined, systematic process of disciplined, systematic process of applying creativity and innovation to the applying creativity and innovation to the needs and opportunities in the needs and opportunities in the marketplace. marketplace.

Entrepreneurs connect their creative Entrepreneurs connect their creative ideas with the purposeful action and ideas with the purposeful action and structure of a business. structure of a business.


Failure: Just Part of the Creative Failure: Just Part of the Creative Process!Process!

For every 3,000 new product ideas:For every 3,000 new product ideas: Four make it to the development stage.Four make it to the development stage. Two are actually launched.Two are actually launched. One becomes a success in the market.One becomes a success in the market.

On average, new products account for On average, new products account for 40% of companies’ sales!!40% of companies’ sales!!


Can We Can We LearnLearn to Be Creative? to Be Creative?

Yes!!

By overcoming paradigms and by suspendingBy overcoming paradigms and by suspendingconventional thinking long enough to consider newconventional thinking long enough to consider newand different alternatives!and different alternatives!

How Creative Are You?How Creative Are You?

HundredHundred

Chun HundredChun Hundred




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S WS W

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Umph Umph UmphUmph Umph Umph

Of the SpiritOf the Spirit

Grace.Grace.

StandStand

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2 1111 STO CK2 1111 STO CK THEBLUEFACETHEBLUEFACE

IntensityIntensity

S H E E TS H E E T

ObjectionObjection

RuledRuled

W E B W E B Roll RollRoll Roll

Roy RoyRoy Roy

Tomb of 210,NTomb of 210,N

Scholar

How Creative Are You?How Creative Are You?

Fortune 500Fortune 500 Scattered Scattered ShowersShowers

Triumph of the Triumph of the SpiritSpirit

Grace PeriodGrace Period

Rhodes ScholarRhodes Scholar I UnderstandI Understand Spring BreakSpring Break Media BiasMedia Bias

Two for One Two for One Stock SplitStock Split

Blue in the FaceBlue in the Face High IntensityHigh Intensity SpreadsheetSpreadsheet

Objection Objection OverruledOverruled

Web Links Web Links Rolls RoyceRolls Royce Tomb of Tomb of TutankhamenTutankhamen


Right-Brained, Creative ThinkersRight-Brained, Creative Thinkers

Always ask, “Is there a better way?”Always ask, “Is there a better way?”Challenge custom, routine, and tradition.Challenge custom, routine, and tradition.Are reflective. Are reflective. Play mental games.Play mental games.


Right-Brained, Creative ThinkersRight-Brained, Creative Thinkers(continued)(continued)

Realize that there may be more than one Realize that there may be more than one “right” answer. “right” answer.

See mistakes as pit stops on the way to See mistakes as pit stops on the way to success.success.

Relate seemingly unrelated ideas to a Relate seemingly unrelated ideas to a problem. problem.

Have “helicopter skills.” Have “helicopter skills.”


Left-Brained or Right-Brained?Left-Brained or Right-Brained?

Entrepreneurship requires Entrepreneurship requires bothboth left-and left-and right-brained thinking. right-brained thinking. Right-brained thinking draws on divergent Right-brained thinking draws on divergent

reasoning, the ability to create a multitude of reasoning, the ability to create a multitude of original, diverse ideas.original, diverse ideas.

Left-brained thinking counts on convergent Left-brained thinking counts on convergent reasoning, the ability to evaluate multiple reasoning, the ability to evaluate multiple ideas and to choose the best solution to a ideas and to choose the best solution to a problem. problem.


Barriers to CreativityBarriers to Creativity

Searching for the one “right” Searching for the one “right” answer answer

Focusing on “being logical”Focusing on “being logical”Blindly following the rulesBlindly following the rulesConstantly being practicalConstantly being practicalViewing play as frivolousViewing play as frivolous


Barriers to CreativityBarriers to Creativity(continued)(continued)

Becoming overly specializedBecoming overly specializedAvoiding ambiguityAvoiding ambiguityFearing looking foolishFearing looking foolishFearing mistakes and failureFearing mistakes and failureBelieving that “I’m not Believing that “I’m not

creative”creative”


Questions to Spur the ImaginationQuestions to Spur the Imagination

Is there a new way to do it?Is there a new way to do it?Can you borrow or adapt it?Can you borrow or adapt it?Can you give it a new twist?Can you give it a new twist?Do you merely need more of the same?Do you merely need more of the same?Less of the same?Less of the same?


Questions to Spur the ImaginationQuestions to Spur the Imagination(continued)(continued)

Is there a substitute?Is there a substitute?Can you rearrange the parts?Can you rearrange the parts?What if you do just the opposite?What if you do just the opposite?Can you combine ideas?Can you combine ideas?Can you put it to other uses?Can you put it to other uses?


Questions to Spur the ImaginationQuestions to Spur the Imagination(continued)(continued)

What else could you make from this?What else could you make from this?Are there other markets for it?Are there other markets for it?Can you reverse it?Can you reverse it?What idea seems impossible, but if What idea seems impossible, but if

executed would revolutionize your executed would revolutionize your business?business?


Tips for Enhancing Tips for Enhancing Organizational CreativityOrganizational Creativity

Embrace diversityEmbrace diversityExpect creativityExpect creativityExpect and tolerate failure Expect and tolerate failure Encourage creativityEncourage creativityView problems as View problems as

challengeschallenges


Tips for Enhancing Tips for Enhancing Organizational CreativityOrganizational Creativity

(continued)(continued)

Provide creativity trainingProvide creativity trainingProvide supportProvide supportDevelop a procedure for Develop a procedure for

capturing ideascapturing ideasReward creativityReward creativityModel creative behaviorModel creative behavior


Tips for Enhancing Individual Tips for Enhancing Individual CreativityCreativity


Allow yourself to be creativeAllow yourself to be creative Give your mind fresh input every dayGive your mind fresh input every day Recognize the creative power of mistakesRecognize the creative power of mistakes Keep a journal handy to record your thoughts Keep a journal handy to record your thoughts

and ideasand ideas Listen to other peopleListen to other people


Tips for Enhancing Individual Tips for Enhancing Individual CreativityCreativity


Talk to a childTalk to a child Keep a toy box in your officeKeep a toy box in your office Read books on stimulating creativity or take a Read books on stimulating creativity or take a

class on creativityclass on creativity Take some time offTake some time off


The Creative ProcessThe Creative Process

PreparationPreparation InvestigationInvestigation TransformationTransformation

IncubationIncubation IlluminationIllumination VerificationVerification

ImplementationImplementation


PreparationPreparation

Get your mind ready for creative Get your mind ready for creative thinking.thinking. Adopt the attitude of a lifelong student.Adopt the attitude of a lifelong student. Read…a lot…and not just in your field of Read…a lot…and not just in your field of

expertise.expertise. Clip articles of interest to you and file them.Clip articles of interest to you and file them. Take time to discuss your ideas with other Take time to discuss your ideas with other

people. people.


PreparationPreparation(continued)(continued)

Get your mind ready for creative Get your mind ready for creative thinking.thinking. Join professional or trade associations and Join professional or trade associations and

attend their meetings.attend their meetings. Study other countries and their cultures and Study other countries and their cultures and

travel.travel. Develop your listening skills. Develop your listening skills.


TransformationTransformation

Involves viewing both the similarities and Involves viewing both the similarities and the differences among the information the differences among the information collected.collected. Grasp the “big picture” by looking for Grasp the “big picture” by looking for

patterns that emerge.patterns that emerge. Rearrange the elements of the situation.Rearrange the elements of the situation. Remember that several approaches can be Remember that several approaches can be

successful. If one fails, jump to another. successful. If one fails, jump to another.


IncubationIncubation

Allow your subconscious to reflect on the Allow your subconscious to reflect on the information collected.information collected. Walk away from the situation.Walk away from the situation. Take the time to daydream.Take the time to daydream. Relax and play regularly.Relax and play regularly. Dream about the problem or opportunity.Dream about the problem or opportunity. Work on it in a different environment. Work on it in a different environment.


VerificationVerification

Validate the idea as accurate and useful. Validate the idea as accurate and useful. Is it Is it reallyreally a better solution? a better solution? Will it work?Will it work? Is there a need for it?Is there a need for it? If so, what is the best application of this idea in the If so, what is the best application of this idea in the

marketplace?marketplace? Does this product or service fit into our core Does this product or service fit into our core

competencies?competencies? How much will it cost to produce or to provide? How much will it cost to produce or to provide? Can we sell it at a reasonable price?Can we sell it at a reasonable price?


Techniques for Improving the Techniques for Improving the Creative ProcessCreative Process

BrainstormingBrainstorming Goal is to create a large Goal is to create a large quantityquantity of novel and of novel and

imaginative ideas.imaginative ideas. Mind-mappingMind-mapping

A graphical technique that encourages thinking on A graphical technique that encourages thinking on both sides of the brain, visually displays both sides of the brain, visually displays relationships among ideas, and improves the ability relationships among ideas, and improves the ability to see a problem from many sides.to see a problem from many sides.

Rapid prototypingRapid prototyping Transforming an idea into an actual model that will Transforming an idea into an actual model that will

point out flaws and lead to design improvements.point out flaws and lead to design improvements.


Protecting Your IdeasProtecting Your Ideas

Patent – a grant from the Patent and Patent – a grant from the Patent and Trademark Office to the inventor of Trademark Office to the inventor of product, giving the exclusive right to product, giving the exclusive right to make, use, or sell the invention for 20 make, use, or sell the invention for 20 years from the date of filing the patent years from the date of filing the patent application. application.

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50,000

100,000

150,000

200,000

250,000

300,000

350,000

Num

ber

of A

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ns o

r P

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ts

1980 1985 1990 1995 1997 1998 1999 2000 2001

Number of Patent Applications and Patents Issued

Patent Applications

Patents Issued


The Steps to a PatentThe Steps to a Patent

Establish the invention’s novelty

Document the device

Search existing patents

Submit the patent application

Prosecute the patent application

Study search results



Trademark – any distinctive word, Trademark – any distinctive word, symbol, design, name, logo, slogan, or symbol, design, name, logo, slogan, or trade dress a company uses to identify trade dress a company uses to identify the origin of a product or to distinguish it the origin of a product or to distinguish it from other goods on the market. from other goods on the market.

Servicemark – the same as a trademark Servicemark – the same as a trademark except that it identifies the source of a except that it identifies the source of a service rather than a product. service rather than a product.

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50,000

100,000

150,000

200,000

250,000

300,000

350,000

Num

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of T

rade

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and

Trad

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Is

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1980 1985 1990 1995 1997 1998 1999 2000 2001

Trademark Applications and Trademarks Issued

Trademark Applications

Trademarks and Renewals Issued



Copyright – an exclusive right that Copyright – an exclusive right that protects the creators of original works of protects the creators of original works of authorship such as literary, dramatic, authorship such as literary, dramatic, musical, and artistic works. musical, and artistic works.

Copyrighted material is denoted by the Copyrighted material is denoted by the symbol symbol ©. ©.

chapter 2: creativity 1 copyright 2005 prentice hall inc. a pearson education company inside the...

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