chapter 2 ideas to reality

1Chapter 2: Creativity Copyright 2008 Prentice Hall Publishing

Inside the Entrepreneurial

Mind: From Ideas to Reality

Inside the Entrepreneurial

Mind: From Ideas to Reality


Creativity and InnovationCreativity and Innovation

Creativity Creativity – the ability to develop – the ability to develop new ideas and to discover new ways new ideas and to discover new ways of looking at problems and of looking at problems and opportunities; opportunities; thinkingthinking new things. new things.InnovationInnovation – the ability to apply – the ability to apply creative solutions to problems or creative solutions to problems or opportunities to enhance or to opportunities to enhance or to enrich people’s lives; enrich people’s lives; doingdoing new new things. things.


EntrepreneurshipEntrepreneurship

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

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


Failure: Just Part of the Failure: Just Part of the Creative Process!Creative 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 percent of companies’ sales!!40 percent of companies’ sales!!

Creativity is an important source for Creativity is an important source for building a competitive advantage. building a competitive advantage.


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

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!

Yes!

How Creative Are You?How Creative Are You?

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Chun Chun HundredHundred




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How Creative Are You?How Creative Are You?

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Triumph of Triumph of the Spiritthe Spirit

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Rhodes Rhodes ScholarScholar

I UnderstandI Understand Spring BreakSpring Break Media BiasMedia Bias

Two for One Two for One Stock SplitStock Split

Blue in the Blue in the FaceFace

High High IntensityIntensity

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Objection Objection OverruledOverruled

Web Links Web Links Rolls RoyceRolls Royce Tomb of Tomb of TutankhameTutankhame

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Right-Brained, Creative Right-Brained, Creative ThinkersThinkers

Always ask, “Is there a better Always ask, “Is there a better way?”way?”

Challenge custom, routine, and Challenge custom, routine, and tradition.tradition.

Are reflective.Are reflective. Are prolific thinkers. Are prolific thinkers. Play mental games.Play mental games.


Right-Brained, Creative Right-Brained, Creative ThinkersThinkers

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

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

See problems as springboards for See problems as springboards for new ideas. new ideas.

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

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


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

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

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

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


Barriers to CreativityBarriers to Creativity

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

Focusing on “being Focusing on “being logical”logical”

Blindly following the rulesBlindly following the rules Constantly being practicalConstantly being practical Viewing play as frivolousViewing play as frivolous


Barriers to CreativityBarriers to Creativity

Becoming overly Becoming overly specializedspecialized

Avoiding ambiguityAvoiding ambiguity Fearing looking foolishFearing looking foolish Fearing mistakes and Fearing mistakes and

failurefailure Believing that “I’m not Believing that “I’m not

creative”creative”


Questions to Spur the Questions to Spur the ImaginationImagination

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 Do you merely need more of the

same?same? Less of the same?Less of the same?



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?



What else could you make from What else could you make from this?this?

Are there other markets for it?Are there other markets for it? Can you reverse it?Can you reverse it? Can you rearrange it? Can you rearrange it? What idea seems impossible, but What idea seems impossible, but

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


Tips for Enhancing Tips for Enhancing Organizational CreativityOrganizational Creativity Include creativity as a Include creativity as a

core company valuecore company value Embrace diversityEmbrace diversity Expect creativityExpect creativity Expect and tolerate Expect and tolerate

failure failure Encourage creativityEncourage creativity


Tips for Enhancing Tips for Enhancing Organizational CreativityOrganizational Creativity

Create a change of Create a change of scenery periodicallyscenery periodically

View problems as View problems as challengeschallenges

Provide creativity Provide creativity trainingtraining

Provide supportProvide support Develop a procedure for Develop a procedure for

capturing ideascapturing ideas


Tips for Enhancing Tips for Enhancing Organizational CreativityOrganizational Creativity Talk with customersTalk with customers Look for uses for your Look for uses for your

company’s products company’s products or services in other or services in other marketsmarkets

Reward creativityReward creativity Model creative Model creative

behaviorbehavior


Tips for Enhancing Tips for Enhancing Individual CreativityIndividual Creativity

Allow yourself to be creativeAllow yourself to be creative Give your mind fresh input every Give your mind fresh input every

dayday Observe the products and services Observe the products and services

of other companies, especially those of other companies, especially those in completely different marketsin completely different markets

Recognize the creative power of Recognize the creative power of mistakesmistakes


Tips for Enhancing Tips for Enhancing Individual CreativityIndividual Creativity

Keep a journal handy to record your Keep a journal handy to record your thoughts and ideasthoughts and ideas

Listen to other peopleListen to other people Listen to customersListen to customers Talk to a childTalk to a child Keep a toy box in your officeKeep a toy box in your office Read books on stimulating Read books on stimulating

creativity or take a class on creativity or take a class on creativitycreativity

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 Adopt the attitude of a lifelong

student.student. Read …a lot…and not just in your field Read …a lot…and not just in your field

of expertise.of expertise. Clip articles of interest to you and file Clip articles of interest to you and file

them.them. Take time to discuss your ideas with Take time to discuss your ideas with

other people. other people.


PreparationPreparation

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

associations and attend their associations and attend their meetings.meetings.

Study other countries and their Study other countries and their cultures and travel.cultures and travel.

Develop your listening skills. Develop your listening skills. Eliminate creative distractions. Eliminate creative distractions.


TransformationTransformation

Involves viewing both the Involves viewing both the similarities and the differences similarities and the differences among the information collected. among the information collected.

Two types of thinking required:Two types of thinking required: ConvergentConvergent – the ability to see the – the ability to see the

similarities and the connections among similarities and the connections among various and often diverse data and various and often diverse data and events. events.

DivergentDivergent – the ability to see the – the ability to see the differences among various data and differences among various data and events. events.


TransformationTransformation

How can you transform information How can you transform information into purposeful ideas? into purposeful ideas? 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. Use synectics, taking two seeming Use synectics, taking two seeming

nonsensical ideas and combining them. nonsensical ideas and combining them. Remember that several approaches can Remember that several approaches can

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


IncubationIncubation

Allow your subconscious to reflect Allow your subconscious to reflect on the information collected.on the 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 Dream about the problem or

opportunity.opportunity. Work on it in a different environment. Work on it in a different environment.


VerificationVerification

Validate the idea as accurate and Validate the idea as accurate and useful. 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 If so, what is the best application of this

idea in the marketplace?idea in the marketplace? Does this product or service fit into our Does this product or service fit into our

core competencies?core competencies? How much will it cost to produce or to How much will it cost to produce or to

provide? provide? Can we sell it at a reasonable price?Can we sell it at a reasonable price?


Techniques for Techniques for Improving the Creative Improving the Creative

ProcessProcess BrainstormingBrainstorming

Goal is to create a large Goal is to create a large quantityquantity of novel of novel and imaginative ideas. and imaginative ideas.


Brainstorming Brainstorming GuidelinesGuidelines

Keep the group small – “Two pizza Keep the group small – “Two pizza rule.”rule.”

Make the group as diverse as possible.Make the group as diverse as possible. Company rank is irrelevant.Company rank is irrelevant. Have a well-defined problem, but Have a well-defined problem, but

don’t reveal it ahead of time.don’t reveal it ahead of time. Limit the session to 40 to 60 minutes.Limit the session to 40 to 60 minutes. Take a field trip.Take a field trip. Appoint a recorder.Appoint a recorder.


Brainstorming Brainstorming GuidelinesGuidelines

Use a seating pattern that encourages Use a seating pattern that encourages interaction.interaction.

Throw logic out the window.Throw logic out the window. Encourage Encourage allall ideas from the team. ideas from the team. Shoot for quantity of ideas over Shoot for quantity of ideas over

quality of ideas. quality of ideas. Forbid criticism.Forbid criticism. Encourage idea “hitch-hiking.” Encourage idea “hitch-hiking.” Dare to imagine the unreasonable. Dare to imagine the unreasonable.



ProcessProcess

Mind-mappingMind-mapping A graphical technique that encourages A graphical technique that encourages

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

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

and imaginative ideas. and imaginative ideas.



ProcessProcess TRIZTRIZ

A systematic approach designed to solve A systematic approach designed to solve any technical problem, whatever its source. any technical problem, whatever its source.

Relies on 40 principles and left-brained Relies on 40 principles and left-brained thinking to solve problems. thinking to solve problems.

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

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

-

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

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1975 1980 1985 1990 1995 1997 1998 1999 2000 2001 2002 2003 2004

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



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

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

-

50,000

100,000

150,000

200,000

250,000

300,000

350,000

1980 1985 1990 1995 1997 1998 1999 2000 2001 2002 2003 2004

Trademark Applications and Trademarks Issued

Trademark Applications

Trademarks and Renewals Issued



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

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


Type of Type of ProtectioProtectio

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What It What It Covers Covers

Time Time RequiredRequired

CostCost

CopyrightCopyright Works of Works of original original authorshipauthorship

About 2 About 2 weeksweeks

About $30About $30

TrademarkTrademark Logos, Logos, names, names, phrasesphrases

6 – 12 6 – 12 monthsmonths

$900 - $900 - $1,500$1,500

Design Design patentpatent

Look of an Look of an original original productproduct

Up to 2 Up to 2 yearsyears

$5,000 - $5,000 - $20,000$20,000

Utility Utility patentpatent

How an How an original original product product worksworks

2 – 5 years2 – 5 years $5,000 - $5,000 - $20,000$20,000

Business Business method method patentpatent

A business A business processprocess

2 – 5 years2 – 5 years $5,000 - $5,000 - $20,000$20,000

Source: Anne Field, “How to Knock Out Knock Offs,” Source: Anne Field, “How to Knock Out Knock Offs,” Business WeekBusiness Week, March 14, 2005. , March 14, 2005.

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