Module - 4

Creativity and
Innovation
Prof: Shruthi. M
 Contents of the module
 Basic functions of mind:
 Creativity and innovation.
 Blocks to creativity.
 Creativity processes and tools
 convergent and divergent thinking.
 Six thinking Hats
 Neuro Linguistic Programming.
 Creativity
•Creativityis defined as the ability to
produce new and useful ideas through the
combination of known principles.
 Creativity is a mental and social process involving the
generation of new ideas or concepts or new
associations of the creative mind between existing
ideas or concepts.  
 Creativity is typically used to refer to the act of
producing new ideas, approaches or actions, while
innovation is the process of both generating and
applying such creative ideas in some specific context.
 Ideas that are original and useful.
 Originality can be further defined as a new combination
or connection between ideas. Many original ideas arise
when two existing ideas are combined
Characteristics of creative people

Self-confidence and independence

Curiosity
Approach to problems
Some personal problems.
 THE CREATIVE PROCESS

Idea generation Preparation

Incubation

Verification Illumination
 The creative process
 Idea Generation
This is the seeding stage of a new idea. It is the
stage where the entrepreneur recognises an
opportunity exist
Preparation
At this stage, the entrepreneur consciously
searches for information. He gathers, sort, and
integrates information to provide for a
breakthrough.
Incubation
This is the subconscious assimilation of
information. It is basically imagining. 8
Illumination stage – Also called the eureka
(satisfaction when one finds or discovers something
)stage.
 This is when the idea pops up clearly and the
individual recognizes the idea as feasible and
realizable, ready for launch.
• Verification stage – Also called the validation or
testing stage. This is where the idea is verified to
prove that it has value.
• This is the most difficult phase of creativity as
obstacles begin to appear.
• The idea may also start evolving and taking a
different direction. Some times the individual is
forced to go back to the previous phases.
9
 Blocks to Creativity
 Blockages to creativity need to be recognized and eliminated so
that it will smooth the way to creativity.
1. Mindset - Mindset is a condition in which an individual becomes
over-sensitized to some part of the information available at the
expense of other parts.
 It is characterized by one-right-answer thinking, looking for
reasons why something will not work, and misplaced emphasis on
logical thinking.
▫We have always done it this way, why change?
▫There can only by one way to do it properly. 
2. Personal blocks to creativity
▫Fear of failure
▫Lack of drive and support
▫Rigid thinking
▫Lack of challenge
3.Organizational blocks to creativity:
Lack of cooperation and trust among colleagues.
Too many distractions.
Lack of acknowledgment or support of ideas
and bringing them to action.
▫Short range thinking
▫Rigid hierarchical structures
Organizational constraints
▫Inertia –in companies that are doing well
▫Failure to encourage divergent skills and talents
 Obstacles to Work Creativity
1) ORGANIZATIONAL IMPEDIMENTS
▫Internal political problems,
▫Harsh criticism of new ideas,
▫Destructive internal competition,
▫Avoidance of risk and overemphasis on the status quo(the
existing state of affairs, especially regarding social or political
issues)
2) WORKLOAD PRESSURES
▫Extreme time pressure,
▫Distractions
 Creativity tools
Brainstorming
Focus group
Forced Connections
Brain writing
Idea matrix
Visualization
Heuristic Ideation Technique
Mind Mapping
DIOT
 Brainstorming
Hold a group discussion to produce ideas
The basis of Brainstorming is a generating ideas in
a group situation based on the principle of
suspending judgment.
A principle which scientific research has proved to
be highly productive in individual effort as well as
group effort.
The generation phase is separate from the
judgment phase of thinking
 Focus group

This is a technique similar to 'Using Experts

whereby 'experts' are used to provide ideas and
input to a policy group.

The experts can be either set up from within the

company (for example a team from all layers of
management to focus on communications
issues) or they can be external experts brought
in to provide a fresh set of eyes to the problem
 Forced connections
 When a group begins to slow down during brainstorming, or when the
options generated seem to be in a rut,(a habit or pattern of behaviour
that has become dull and unproductive but is hard to change.) use the
technique of Force Connections to get things going again.
 Forced Connections is a technique that allows for attributes of an
object to be related to the challenge. [e.g. The shape of an egg can
provide ideas on how to improve a telephone booth, horse and bike]
 This technique –
 Works well when a group or an individual begins to slow down during
divergence
 Works well with other divergent tools (e.g. brainstorming, brain
writing, etc.
 Helps generate more unusual options
 Works best with totally unrelated objects or pictures (explain)
 Brain writing
 Another variation/modification of Brainstorming is the Brain
writing technique.
 It is an excellent tool for dealing with overbearing or intimidating
members of the resource group
 Is good for more introverted groups since it lets shy people
communicate their thoughts/ideas
 Allows for time to reflect and incubate on options without giving
the feeling of a slowdown
 Effectively provides deliberate builds on other thoughts/ ideas
 Allows for a change of pace during a loud, raucous meeting
 Brain writing Steps
 Give each participant copies of Brain writing forms
 Put one extra form within reach of all participants
 Have participants write the statement of the challenge at the top of
all forms
 Go over the Divergent Thinking guidelines
 Idea matrix
 This is an exercise, that combines the parameters (e.g. facts, attributes,
benefits or other variables) of the challenge to make different
combinations.
 It is a little like making a sandwich where we combine different
breads, vegetables, meats, cheeses, spreads and other ingredients. That
is, by forming a matrix of all the ingredients (e.g. breads, vegetables,
cheeses, meats etc.) and using random phone numbers (having 7
layers) we can come up with a different sandwich every time.
The Idea Matrix…
 Is helpful in looking at new options
 Utilizes the “known” in new combinations or variations with the
unknown
 Works well with other divergent tools
 Is an excellent tool to start a brainstorming session because it utilizes
the known attributes of the challenge
 While it keeps the parameters constant it allows for variations within
each parameter
 Visualization
 Use graphs, charts, diagrams, pictures, models to represent
ideas
1. Select pictures from various sources.
2. Each participant describes what he/she sees in the picture.
3. The group members are then asked to relate the
information gained from the picture to the problem.
4. This process is then continued until the group has run out
of ideas.
5. A new picture is selected and then go to step 2. until
enough ideas have been developed.
6. The ideas are discussed, developed and evaluated by the
group.
 Heuristic Ideation Technique
Heuristic (enabling a person to discover or learn
something for themselves.) Ideation Technique
can be used to create new concepts, ideas,
products or solutions.
The group will first make two lists of objects or
concepts.
An object from list 1 is then chosen together with
one object from list 2.
The participants are then asked to force a
relationship between the two.
For instant forcing together a telephone with a PC
can give origin to the Internet
 Mind Mapping
 Mind Mapping is a visual and verbal tool usually used to
structure complex situations in a radial( scattering the ideas from
a single point) and expanding way during the creative problem
solving process.
 A mind map is by definition a creative pattern of related ideas,
thoughts, process, objects, etc.
 DOIT
D-Define the problem
O-Open mind and apply creative
techniques
I-identify best solution
T-transform.
 Innovation
Innovation is a new way of doing something.
The goal of innovation is positive change, to
make someone or something better.
Innovation leading to increased productivity is
the fundamental source of increasing wealth in
an economy.
 Types of innovation
Innovation can be categorized into four types. 
Invention–The creation of a new (novel) product
or service. Something that has not been tired
before. Telephone
Extension –The expansion of an existing product
or service. This would mean that the entrepreneur
takes an existing idea and applies it differently e.g.
a new use for a product. Phone with use of
internet
Duplication –Copying (replicating) an existing
product or service and then adding the
entrepreneurs own creative touch. In order to
improve it. Mobile Design
 Reasons for innovation
Unexpected event(failure or success)
The fact that diff b/w what is assumed and
what really is.
The process or task that needed
improvement
Change in the market or industry
improvement
Change in human population.
Distinguishing between creativity and
innovation
 Creativity Innovation
 1.The ability to do the  The ability to do the new
things in new ways– things in different way
creation of ideas  2.Refers to implementation
 2."Creativity"refers to the
of new ideas(the translation
process of developing new of new ideas)
ideas
 3.The emphasises on
 3.The emphasis is on
finding the benefits that
finding the correct features
of the product or service
must be provided by a
 4.The creativity inspires
product.
 4.Innovation is the process
the entrepreneurship
 5.creativity denotes of entrepreneurship.
originating an idea  5.Invention of methods.
 Convergent thinking
 Creative process starts with divergent thinking to produce as
many ideas or solutions as possible and thereafter to switch to
convergent thinking to select the few most promising ideas.
 Convergent thinking is a term coined by Joy Paul Guilford as
the opposite of divergent thinking. It generally means the ability
to give the "correct" answer to standard questions that do not
require significant creativity.
 Convergent thinking is the type of thinking that focuses on
coming up with the single best, or most often correct answer to
a question.
 In convergent thought, we locate a problem at the "center" of
our focus and then gather peripheral resources to bear down on
the problem.
 So then our resources "converge" on the problem. Often times
with convergent thinking, there is a single best solution that is
sought
 Divergent thinking
 Divergent thinking is a thought process or method used
to generate creative ideas by exploring many possible
solutions.
 Divergent thinking produces as many solutions as possible
with in the available time.
 Divergent thinking involves some stimulus, which can
take the form of a problem, and we can locate this at the
center ,as we did with convergent thinking above.
However, the procedure is different.
 Rather than gathering information and converting it on the
central problem,we branch off(diverge)and shoot for
novel ideas, new perspectives and creativity.
 Convergent thinking vs Divergent
thinking
 With convergent thinking, we begin with pieces of
information, and we converge around a solution.
 Information might be a question, a problem, pieces of
evidence, or data.
 Most math problems require convergent thinking; they
offer pieces of information, and you arrive at a single
conclusion.EG: Research With divergent thinking, we
begin with a prompt, and we generate many solutions.
 Importance of creativity
•Creativity is very important for
decision making.
•Creativity is a skill that significantly
differentiates good decision makers
from poor.
Creative Problem Solving with
Six Thinking Hats
How to use Edward deBono’s
parallel thinking in problem solving
 Edward de Bono’s parallel thinking in problem solving

 Six colors of hats for six types of thinking

 Hats are directions of thinking

 You can “put on” and “take off” a hat

 At any moment everyone is looking in the same

direction.
Six colors Six Hats
White: objective facts & figures
White: neutral, objective
Red: emotions & feelings
Red: emotional, angry
Black: cautious & careful
Black: serious, somber
Yellow: hope, positive &
speculative
Yellow: sunny, positive
Green: creativity, ideas & lateral
Green: growth, fertility thinking

Blue: control & organization of

Blue: cool, sky above thinking…and six hats
Benefits of Six Thinking Hats
Provides a common language
Experience & intelligence of each person
(Diversity of thought)
Use more of our brains
Helps people work against type, preference
Removal of ego (reduce confrontation)
Save time
Focus (one thing at a time)
Create, evaluate & implement action plans
 The Blue Hat
 The blue hat is the overview or process control. It is for organizing and
controlling the thinking process so that it becomes more productive. The
blue hat is for thinking.
 Wearing the blue hat, you might:
 Look not at the subject itself but at the 'thinking' about the subject.
 Why we are here
 what we are thinking about
 definition of the situation or problem
 alternative definitions
 what we want to achieve
 where we want to end up
 the background to the thinking
 Suggest the next step in the thinking, " I suggest we try some green hat
thinking to get some new ideas"
 Ask for a summary, conclusion, or decision, "Could we have a summary
of your views?"
 White hat Thinking
 Neutral, objective information(not influenced by personal
feelings or opinions in considering and representing facts)
 Facts & figures
 Questions: what do we know, what we don’t know, what
do we need to know
 Excludes opinions, hunches, judgments
 Removes feelings & impressions
 When you put on your white hat, you focus directly on the
information –what is available, what is needed, and how it
might be obtained. Proposals, opinions, beliefs and
arguments should be put aside
 Wearing your white hat allows you to present information
in a neutral and objective way.
 Red hat thinking
 The red hat covers intuition, feelings, and emotions.
Usually, feelings and intuition can only be introduced
into a discussion if they are supported by logic.
 Putting on the red hat, you express what you feel about
the project. Examples:
My gut-feeling is that this will not work.
I don't like the way this is being done.
This proposal is terrible.
My intuition tells me that prices will fall soon.
 Yellow Hat Thinking
 Positive thinking, optimism(hopefulness and
confidence), opportunity
 The yellow hat is for optimism and the logical positive
view of things.
 Wearing the yellow hat allows you to look for benefits,
feasibility and how something can be done.
 Questions you might ask while wearing the yellow hat
include:
 What are the benefits of this option?
 Why is this proposal preferable?
 What are the positive assets of this design?
 How can we make this work?
 Green hat thinking
 The green hat is specifically concerned with creating new
ideas and new ways of looking at things:
• creative thinking
• Additional alternatives
• putting forward possibilities and hypotheses
• interesting proposals
• new approaches
• provocations and changes
•The green hat makes time and space available to focus on
creative thinking.
Even if no creative ideas are forthcoming, the green hat asks
for the creative effort. Often green hat thinking is difficult
because it goes against our habits of recognition, judgment and
criticism.
 Black hat thinking
Wearing the black hat allows you to consider your
proposals critically and logically.
The black hat is used to reflect on why a suggestion
does not fit the facts, the available experience, or the
system in use.
Mistakes can be disastrous(causing great damage). So
the black hat is very valuable.
It is the most used hat and possibly the most useful
hat. However, it is very easy to overuse the black hat.
Caution, used too early in the problem solving
process, can easily kill creative ideas with early
negativity.
 Advantages of adopting Six Hats method
thinking
 Focused Thinking

 Emphasis on parallel thinking

 Symbolic role

 Transformer of personality

 Removes ego

 Saves time

 Empowers organization
 NLP
Neuro-linguistic programming 
 (NLP) is an approach to communication, personal
development, and psychotherapy created by Richard
Bandler and John Grinder in California, 1970s.
 skills of exceptional people can be "modeled" using NLP
methodology, then those skills can be acquired by anyone.
  Bandler and Grinder also claim that NLP can treat
problems such as phobias, depression, habit disorder,
psychosomatic illnesses, myopia, allergy, common
cold and learning disorders,
 often in a single session NLP has been adopted by
some hypnotherapists and in seminars marketed to business
and government.
 NLP -Neuro Linguistic Programming
 NLP stands for Neuro-Linguistic Programming, a name that
encompasses the three most influential components involved in
producing human experience: neurology, language and
programming.
Neuro
 Nervous system through which experience is received and
processed through the five senses.
Linguistic
 Language and nonverbal communication systems through
which neural representations are coded, ordered, and given
meaning.
Programming
 The ability to organize our communication and neurological
systems to achieve specific desired goals and results.
 NLP -Neuro Linguistic Programming
NLP Is an Interactive Model
“The greatest discovery of our generation is that
human beings can alter their lives by altering their
states of mind.”–William James
How the human brain works.
How people think, learn, motivate themselves and
change.
A model of competent, charismatic
communication.
How-to process to guide personal change.
NLP
 The neurological system regulates how our bodies function,
language determines how we interface and communicate with other
people and our programming determines the kinds of models of the
world we create.
 Neuro-Linguistic Programming describes the fundamental dynamics
between mind (Neuro) and language (linguistic) and how their
interplay effects our body and behavior (programming).
 In essence, all of NLP is founded on two fundamental
presuppositions:
 The Map is Not the Territory.
 As human beings, we can never know reality.
 We can only know our perceptions of reality.
 We experience and respond to the world around us primarily
through our sensory representational systems.
 It is our 'neuro -linguistic' maps of reality that determine how we
behave and that give those behaviors meaning, not reality itself.
 It is generally not reality that limits us or empowers us, but rather
our map of reality.
 NLP Modelling
“The NLP modelling process involves finding out
about how the brain (“Neuro”) is operating by
analysing language patterns (“Linguistic”) and
non-verbal communication.
The results of this analysis are then put into step-
by-step strategies or programs (“Programming”)
that may be used to transfer the skill to other
people and areas of application.”