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 an average, new products account On an average, new products account for 40 percent of companies’ sales!!for 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?

HundredHundred

Chun Chun HundredHundred




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How Creative Are You? X How Creative Are You? X VBN VBN

Fortune 500Fortune 500 Scattered Scattered ShowersShowers

Triumph of Triumph of the Spiritthe Spirit

Grace PeriodGrace Period

Rhodes Rhodes ScholarScholar

I UnderstandI Understand Spring BreakSpring Break Media BiasMedia Bias

Two for One Two for One Stock SplitStock Split

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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 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.

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

Relate seemingly unrelated ideas to a Relate seemingly unrelated ideas to a problem to generate innovative solutions. problem to generate innovative solutions.

Have “helicopter skills.” The ability to rise Have “helicopter skills.” The ability to rise above daily routine to see an issue from above daily routine to see an issue from broader broader perspective & then swooping on the area perspective & then swooping on the area needing change.needing change.


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 specializedBecoming overly specialized Avoiding ambiguityAvoiding ambiguity Fearing looking foolish. Fearing looking foolish.

Entrepreneurs perform a vital Entrepreneurs perform a vital

function:” creative destruction”function:” creative destruction” Fearing mistakes and failureFearing mistakes and failure Believing that “I’m not creative”Believing that “I’m not 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 curiosityEncourage curiosity


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

Talking with Talking with customerscustomers

Look for uses for your Look for uses for your company’s products or company’s products or services in other services in other marketsmarkets

Reward creativityReward creativity Modeling creative Modeling creative

behaviorbehavior


Ten secrets for leading Ten secrets for leading CreativityCreativity

Leaders at innovative companies know Leaders at innovative companies know that their roles in stimulating that their roles in stimulating creativity and establishing a culture creativity and establishing a culture that embraces creativity is vitalthat embraces creativity is vital

1.1. They thinkThey think

2.2. They are visionariesThey are visionaries

3.3. They listen to customersThey listen to customers

4.4. They understand how to manage They understand how to manage ideasideas

5.5. They are people centeredThey are people centered


Ten secrets for leading Ten secrets for leading CreativityCreativity

6.6. They maintain a culture of changeThey maintain a culture of change

7.7. They maximize team synergy, balance They maximize team synergy, balance and focusand focus

8.8. They hold themselves and others They hold themselves and others accountable for extremely high accountable for extremely high standards of performancestandards of performance

9.9. They refuse to take ‘no’ for an answer. They refuse to take ‘no’ for an answer.

10.10. They love what they do and have fun They love what they do and have fun doing it. doing it.


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.


InvestigationInvestigation

Develop a solid understanding of the Develop a solid understanding of the problem, situation or decision at handproblem, situation or decision at hand

To create new ideas and concepts in a To create new ideas and concepts in a particular field, an individual first must particular field, an individual first must study the problem and understand its study the problem and understand its basic components.basic components.

Creative thinking comes about when Creative thinking comes about when people make careful observations of the people make careful observations of the world round them and then investigate world round them and then investigate the way things work or fail to workthe way things work or fail to work


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 trial & error method taking two Use trial & error method taking two

seeming nonsensical ideas and seeming nonsensical ideas and combining them. 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 on Allow your subconscious to reflect on the information collected.the information collected. Walk away from the situation. Remember Walk away from the situation. Remember

3 b’s3 b’s

‘‘bath, bed & bus ,’ are conducive to bath, bed & bus ,’ are conducive to creativity.creativity.

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.


IlluminationIllumination

Some time during the incubation stage Some time during the incubation stage when a spontaneous breakthrough causes when a spontaneous breakthrough causes “ the light bulb to go on”.“ the light bulb to go on”.

It may take place after 5 minutes of 5 It may take place after 5 minutes of 5 years.years.

In this all efforts converge to create a In this all efforts converge to create a “eureka factor”.“eureka factor”.

Out of 200 scientist investigated, 80% said Out of 200 scientist investigated, 80% said that at least once a solution to a problem that at least once a solution to a problem had “just popped into their heads” usually had “just popped into their heads” usually when they were away from the problem.when they were away from the problem.


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?



Transform idea into realityTransform idea into reality Entrepreneurs act on their ideasEntrepreneurs act on their ideas An Entrepreneur’s philosophy is An Entrepreneur’s philosophy is

“Ready, aim, fire” not “Ready, “Ready, aim, fire” not “Ready, aim, aim, aim…”aim, aim, aim…”


Create Culture of Create Culture of InnovationInnovation

Recognize that creativity comes from Recognize that creativity comes from everywhere in your company.everywhere in your company.

Don’t count on money as the primary Don’t count on money as the primary motivator of creativity.motivator of creativity.

Let the employees know that taking Let the employees know that taking chances- and the failure that chances- and the failure that sometimes results –are acceptable sometimes results –are acceptable outcomes.outcomes.

Provide the necessary resources, Provide the necessary resources, especially time , for employees to be especially time , for employees to be creative.creative.

Protect them from creativity killers.Protect them from creativity killers.


Create Culture of Create Culture of InnovationInnovation

Allow time for dreaming and Allow time for dreaming and creative thinkingcreative thinking

Eliminate bureaucratic Eliminate bureaucratic procedure that add no valueprocedure that add no value

Encourage collaboration rather Encourage collaboration rather than competition for the best than competition for the best creative results.creative results.

Let employees have fun. Let employees have fun.


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

Write or sketch a problem in the centre of the Write or sketch a problem in the centre of the page. Write down all ideas that come to page. Write down all ideas that come to mind.mind.

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 Connect each idea to the central Connect each idea to the central

picture.picture. Get all the ideas on the paper in 20 Get all the ideas on the paper in 20

min.min. Allow mind to rest for a short while Allow mind to rest for a short while

and begin to integrate ideas on the and begin to integrate ideas on the page into a mind map.page into a mind map.

As you organize your thoughts you As you organize your thoughts you could look for new connections for the could look for new connections for the

New ideasNew ideas


TRIZTRIZ TRIZ is a systematic approach designed to TRIZ is a systematic approach designed to

help solve any technical problem, help solve any technical problem, whatever its source.whatever its source.

TRIZ is a left brained, scientific, step-by-TRIZ is a left brained, scientific, step-by-step process that is based on the study of step process that is based on the study of hundreds of the most innovative patents hundreds of the most innovative patents across the globe.across the globe.

Unlocking the principles behind those Unlocking the principles behind those patterns allows one not only to solve patterns allows one not only to solve seemingly insurmountable problems, but seemingly insurmountable problems, but also predict where the next challenges also predict where the next challenges would arise.would arise.


Rapid PrototypingRapid Prototyping Transforming an idea into an actual Transforming an idea into an actual

model that will point out flaws and lead model that will point out flaws and lead to design improvements.to design improvements.

The three principles of rapid The three principles of rapid prototyping are the three R’s : Rough, prototyping are the three R’s : Rough, Rapid, RightRapid, Right

Models do not have to be perfect; in the Models do not have to be perfect; in the earlier phases of developing an idea, earlier phases of developing an idea, perfecting a model is a waste of time.perfecting a model is a waste of time.

The model should be good enough to The model should be good enough to determine what works and what does determine what works and what does not.not.


Rapid PrototypingRapid Prototyping

Doing so allows an entrepreneur Doing so allows an entrepreneur to develop prototypes rapidly, to develop prototypes rapidly, moving closer to successful moving closer to successful design with each iterationdesign with each iteration

The final R, right means The final R, right means building lots of small models that building lots of small models that focus on solving particular focus on solving particular problems with an idea.problems with an idea.


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

Nu

mb

er o

f A

pp

licat

ion

s o

r P

aten

ts

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.

Service markService mark – 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 Rs. About Rs. 10001000

TrademarkTrademark Logos, Logos, names, names, phrasesphrases

6 – 12 6 – 12 monthsmonths

Rs. 20,000Rs. 20,000

Design Design patentpatent

Look of an Look of an original original productproduct

Up to 2 Up to 2 yearsyears

Rs.2-4 lakhsRs.2-4 lakhs

Utility Utility patentpatent

How an How an original original product product worksworks

2 – 5 years2 – 5 years -do--do-

Business Business method method patentpatent

A business A business processprocess

2 – 5 years2 – 5 years -do--do-

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.

chapter 2 ideas to reality

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