Chapter 4: Preparation & Alternatives

Creativity the everyday task of making nonobvious connections. Genious thinking Strategies: 1. Geniuses find many different ways to look at a problem. 2. Geniuses make their thoughts visible. 3. Geniuses produce. 4. Geniuses make novel combinations. 5. Geniuses force relationships. 6. Geniuses think in opposites. 7. Geniuses think metaphorically. 8. Geniuses prepare themselves for chance. Two types of Creative people: 1. Artistic creativity 2. Scientific creativity

Creativity can be measured using the standard MBTI (Myers-Briggs Type Indicator) Creativity Index. Four Personality Scales: 1. Intuitive Sensory 2. Perceiving Judging 3. Extroverted Introverted 4. Thinking Feeling Finding the right people is as important as the process itself. (new product development) Managements Role in Making Creative People Productive 1. Management must stay Involved 2. Introduce Training programs. Managements two packages of Activities. 1. Encourage creative function 2. Remove Roadblocks Activities to Encourage Creativity 1. Be tolerant of some averrations. 2. Allow innovators freedom 3. Permit innovators to help selct projects for development

Creative people dont like group rewards thus they like personal awardspreferably immediately. Itemized Response - A unique process whereby one person hearing another persons new product idea is to give a full statement of support by citing several advantages to the idea and express any problems or concerns in positive (whats the best way to solve this) form. Creative Abrasion putting the opposites(certain employees) together on the same team. Barriers to Firms Creativity
1. Cross functional Diversity 2. Allegiance to Functional areas

3. Social Cohesion 4. The role of top management

Sources of Ready-Made New Product Concepts.

Lead users - are users of a product or service that currently experience needs still unknown to the public and who also benefit greatly if they obtain a solution to these needs.