Creativity

and
Innovation
BSN 2A - Group 3
 Meet the Group!

Jobheid Kyla Alojacin

Hazekiah Johann Cordeño

Sofia Reina Kintanar

Marielle Lu

Trixia Coleen Ochotorena

Giana Marie Silva

Objectives:
1. Describe how different authors compare and contrast
creativity and innovation
2. Explain the link between creativity and innovation
3. Describe the types of creativity to the different levels
of creativity
4. Illustrate the different types of innovation
5. Discuss the different models/theories of innovation
6. Connection of creativity innovation and
entrepreneurship
Let’s
compare and
contrast
Creativity
and
Innovation
Creativity
Kathryn Haydon describes creativity as Breaking through
the inertia of no by seeking new possibilities and finding
valuable solutions; thinking differently.

Alex Osborn stated that creativity occurs when an idea in

your imagination has been voiced or actualized, often as a
new way to solve a problem. Creativity is more than
imagination. It is imagination inseparably coupled with both
intent and effort.
Creativity
Shawn Hunter defines creativity as the capability or act of
conceiving something original or unusual.

Robert Franken defined creativity as the tendency to

generate or recognize ideas, alternatives, or possibilities
that may be useful in solving problems, communicating
with others, and entertaining ourselves and others. In order
to be creative, you need to be able to view things in new
ways or from a different perspective.
Innovation
Gerard Puccio, Marie Mance, Laura Switalski and
Paul Reali states the effect of creativity in our
own lives is personal change, the effect of
creativity on society is social change, and the
effect of creativity in business or on a broad scale
is innovation.

Shawn Hunter defines innovation as the

implementation or creation of something new that
has realized value to others.
Innovation

Innovation is regarded in one way or

another as an attribute or skill that is
present in entrepreneurship by Weber
(1930), Schumpeter (1939), Beaudeau
(1767), Bentham (1838), Von Tunen
(1850), Von Magoldt (1855), and Cole
(1946).
Vesper (1980:15) categorises
an entrepreneur as someone
who develops new products,
new methods, identifies new
markets and opportunities.
This “new” is called innovation
and is fuelled by creativity.
Link
Between
Creativity &
Innovation
Creativity
● Creativity is most often defined as the mental ability to conceptualize
(imagine) new, unusual or unique ideas, to see the new connection between
seemingly random or unrelated things.
● “Brainstorming”
● More associations and connections = More creativity
Innovation

Evolution of Apple
● Innovation is defined as the process that
transforms those forward-looking new ideas
into real world (commercial) products,
services, or processes of enhanced value.
○ Represents a natural step forward in a
concept’s development, a leap to the next
generation of that concept, or a
completely new and different way of
doing something altogether
Why is this relationship between
creativity and innovation important?

You need creativity to fuel You need innovation to bring

innovation creative ideas to life

Liberate creativity, and watch innovation grow

Types of Innovation

INVENTION EXTENSION

EXTENSION
Types of Innovation

DUPLICATION SYNTHESIS
Types of Creativity

There are 4 types:

1. Deliberate and Cognitive Creativity

2. Deliberate and Emotional Creativity

3. Spontaneous and Cognitive Creativity

4. Spontaneous and Emotional Creativity

Types of Creativity

Deliberate and Cognitive Creativity

● People who are purposeful.
● Huge amount of knowledge regarding a particular subject
● Utilize their skills and abilities to prepare a plan to
accomplish something.
● When people work in a definite niche for a long time, then
they can be built such type of creativity and it takes some
time.
● Usually very good at research, problem-solving, proper
investigation and experimentation.
● A long span of time is spent by these people each day to
develop some new ideas and solutions.
● Example: Sir Thomas Alva Edison
Types of Creativity

Deliberate and Emotional Creativity

● Swayed by their emotions and sensitive in nature.
● These people need some personal and quiet time to
reflect and they like to write in a diary but decisions
are always logical and rational at the same time.
● Creativity is always a blend of products having
deliberate emotional thinking and logical actions.
● “A-ha!” moments
Types of Creativity

Spontaneous and Cognitive Creativity

● When you have a problem and spend a lot of time to
find out the relevant solutions but there is none.
● For example: Sir Isaac Newton as he got the idea
about the law of gravity when he was sitting under a
tree.
● This type of creativity happens when a person has
the knowledge to do the job but he needs motivation
and wants the right avenue to walk through.
● Occurs at very convenient hours of the day
● The conscious mind stops working and the
unconscious mind starts working to get a chance for
work.
Types of Creativity

Spontaneous and Emotional Creativity

● This type of creativity is associated with the “amygdale”
part of the human brain as it is responsible for emotional
thinking in the human’s mind.
● Seen in great artists such as musicians, painters and
writers.
● It is attached with “epiphanies”.
● It is a situation when a person realizes something suddenly.
● Has a major role in scientific breakthrough, religious and
philosophical discoveries too.
● It does not require any specific knowledge about a particular
area but there should be a talent such as writing, music,
etc..
4 Stages of the Creative Process

Preparation

Incubation

Illumination
Verification /
Implementation
4 Stages of the Creative Process

Preparation
● Gathering information.
● Stage where you do user research and empathize with the users in order
to define the problem and your users’ needs.
● Use various ideation methods to help you understand, attack and build
your design problem and creative idea from various angles.
● provoke your habitual thinking
4 Stages of the Creative Process

Incubation

● Take a step back from the problem and allow your mind to wander
● Nurture the unconscious thought process
4 Stages of the Creative Process

Illumination
● Essentially describes the classic “eureka!” or “aha” moment of insight.
● However, the fact that illumination has an entire stage devoted to it shows
that it’s essentially not just a quick moment of insight and helps us
understand that it’s something we can—and should—work towards
achieving.
4 Stages of the Creative Process

Verification / Implementation
● You build on the “aha” solution.
● You evaluate, analyze and build on your idea.
● Polishing
● Often choose to prototype and test your idea in order to find out if it meets
the users’ needs
Different
models/
theories
Of Innovation
Reporter: Mr. Cordeno
 Rogers’ Innovation
Diffusion Theory (DIT)

● Innovation = introduction of something new

● Adoption = Using new technology in a life
act
○ (ex. Using a phone to search google
● Innovation diffusion = Collective adoption
process over time
○ (ex. phones can be used for everything
now)
- Introduced by Everett Rogers
- It provides a foundation for understanding
innovation adoption and the factors that
influence an individual’s choices about an
innovation.
Rogers’ Innovation
Diffusion Theory (DIT)
- 4 main components to the theory:
- Innovation
- Communication channels
- Social system
- Time (time it takes to move through
the adoption process).
- Interaction of the 4 elements helps people
understand why an individual chooses to
adopt an innovation or not.
Rogers’ Innovation Innovation diffusion:

Diffusion Theory (DIT) - Ainnovation

sub-process of diffusion in Rogers’ theory is the
decision or process which leads to adoption or
rejection of the innovation.
- five stages:
1. seeking knowledge about the innovation and its
function.
2. persuasion when the potential adopter formulates an
opinion about the innovation.
3. A decision is made to adopt or reject the innovation.
4. when the adopter implements the innovation.
5. Finally, the adopter reaches the confirmation stage
where they seek reinforcement of their decision to
adopt the innovation. Here they may continue
implementing the innovation as they experience its
benefits or they may change their decision and reject
the innovation.
Jobs to be Done
Framework - is a theory and a methodology by Strategyn,
that focuses on Outcome-Driven Innovation.
- The fundamental idea of the theory is that
people buy products and services to get
jobs done, and while different products and
services come and go, the underlying
job-to-be-done stays the same.

TRADITIONAL INNOVATION VS. OUTCOME DRIVEN

INNOVATION

- traditional innovations
- are just improved versions of existing
products
- outcome-driven innovations
- are more focused on the job that
needs to get done.
Jobs to be Done
Framework
According to a study that was conducted by the
creators of this framework, nearly 86% of
outcome-driven innovations are successful,
whereas only 17% of traditional innovations
succeed.

The reason for this is that outcome-driven

approach directly addresses specific metrics the
customer has in mind that define the successful
execution for the job.
TECHNOLOGY
ADOPTION LIFE CYCLE
- The Technology adoption life cycle was first introduced by
Geoffrey Moore
- It builds on the research on one of the most researched
social theory, the diffusion of innovations among individuals
and organizations, created by Everett Rogers
- explains why companies with disruptive products and
technology often have difficulties to succeed in the
mainstream market.

According to the theory, the main aspects that affect the

distribution of a new idea or innovation are time, communication and
social systems, also referred to as adopter categories.
TECHNOLOGY
ADOPTION LIFE CYCLE
ADOPTER CATEGORIES = Users in the social system that are
classified according to degree of innovativeness.
TECHNOLOGY
ADOPTION LIFE CYCLE
The adopter categories are:

● Innovators – People who are enthusiastic about new technology

and have a high risk tolerance. They are keen to be the first ones
to try out a new technology and allow to adopt innovation, even if
it might eventually fail.
● Early adopters – More discreet in their adoption choices
compared to innovators, but appreciative to potential products
that may give them or their organization a competitive advantage.
● Early majority – People who adopt an innovation after a
significantly longer time compared to innovators or even early
adopters. Makes up the majority of the market.
● Late majority – Adopt an innovation after the average participant,
extremely cautious and willing to see proof of results and
usefulness before buying.
● Laggards – The last ones to adopt an innovation. Extremely
skeptic and will buy a new technology only if they really must.
TECHNOLOGY
ADOPTION LIFE CYCLE
Crossing The Chasm

● Moore believes that the most difficult transition is from the

early adopters to early majority, referred here as the chasm.
The chasm occurs because the expectations between these
two adopter categories are significantly different.
● The early market type is typically expecting intuitive
solutions and are often motivated by future opportunities.
The mainstream market, however, is more analytic and
willing to bear smaller risk, whereas the late majority is
usually motivated by real-life problems that are present at
the moment.

In order for a product to succeed it needs to cross

the “chasm”
TECHNOLOGY
ACCEPTANCE MODEL Davis’ (1985) Technology Acceptance Model (TAM) asserts that
it is in fact a potential adopter’s attitude and expectations of
the innovation that affects the chances for its adoption (Davis,
1985).

Factors affecting acceptance of innovation:

1. how the innovation is perceived by the potential adopter

related to its ease of use

2. how easy the innovation will be to learn and implement

a. Has a direct impact on potential usefulness

3. potential usefulness
Connection
between
Creativity,
Innovation, and
Entrepreneurship
CREATIVITY + INNOVATION = ENTREPRENEURSHIP

CREATIVITY
Thinking new things

INNOVATION
Doing new things

ENTREPRENEURSHIP
Creating value in marketplace
Thank
You!
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 References
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businessnewdaily.com/6848-creativity-vs-innovation/
● Franken R. (1993). Human Motivation (3rd ed.) Cole Publishing Co.
● Harmeyer, K., & Rigie, M. (2018, February 9). The Relationship Between Creativity and Innovation [Audio blog post]. Retrieved April 12,
2021, from https://www.smartstorming.com/about-us/
● Syed Hassan Ali Shah Assistant Manager Ops Follow. (n.d.). Innovation. Retrieved April 14, 2021, from
https://www.slideshare.net/bachajee007/innovation-15609833
● Myllylä, Julia. “Key Innovation Management Models and Theories.” Viima.com, Viima Solutions Oy, 6 Sept. 2018,
www.viima.com/blog/innovation-management-models.
● Correia, Ana-Paula. “Theories of Innovation Adoption and Real-World Case Analyses.” Ohiostate.pressbooks.pub,
ohiostate.pressbooks.pub/drivechange/chapter/chapter-1/.
● S. (2020, March 31). Creativity in Entrepreneurship: Importance and Types. What Is Enterpreneurship | Everything About
Entrepreneurship.
● What are the Stages of Creativity? (2020, June 24). The Interaction Design Foundation.
https://www.interaction-design.org/literature/article/what-are-the-stages-of-creativity