Innovation and CreativeThinking Skills

By Elidjen, S.Kom, M.InfoCommTech

elidjen@binus.eduStudent Creativity Development Center (SCDC) Manager

Binus University

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UBINUS VISION 20/20UBINUS VISION 20/20

A worldA world--class class universityuniversityin continuous pursuit of in continuous pursuit of innovation innovation and and enterpriseenterprise

Key Words What do we mean by…?

World-class

Graduates of UBINUS will be accepted in the global market and environment through the highest level of education excellence encompassing teaching, learning and applied research

Knowledge institution

A university characterized by the utilization of evolving knowledge to create economic value through its distinctive competences

Innovation

The economically successful introduction and application of new and existing scientific knowledge and teaching-learning process for practical purposes in order to create superior stakeholder value

EnterpriseInnovative business practices relating to an individual or organization's capability to drive positive changes in the global market and environment

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Lion Air Mendobrak Pakem IndustriPenerbangan

I believe I can flyI believe I can touch the sky

I think about it every night and daySpread my wings and fly away

I believe I can flyI believe I can fly

Cuplikan lagu I Believe I Can Fly dari RobertSylvester Kelly, peraih Grammy Award 1998,agaknya bisa menjadi “lagu wajib” maskapai

penerbangan Lion Air.

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Betapa tidak, motto Lion Air, “We make people fly”,senapas betul dengan lagu itu. Lion membuat naikpesawat yang semula terkesan “wah” daneksklusif kini menjadi biasa saja. Siapa pun kinibisa bepergian dengan pesawat terbang.

Lion Air Mendobrak Pakem IndustriPenerbangan cont.

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Mengandalkan konsep low cost carrier (LCC),maskapai milik Rusdi Kirana ini berhasilmendobrak pakem industri penerbangan nasional.Tiket murah menjadi tren baru. Maskapai domestikdiajak berlomba adu irit. Salah satu rahasia suksesnya adalah berani melawan arus.

Bahkan per tanggal 30 April 2007, setiap bulannya Lion Air menambah 1 pesawat baru Boing 737-900ER dengan kapasitas 213 seats yang dikirim langsung dari pabrikBoing di Amerika. Total 122 pesawat baru.

Lion Air Mendobrak Pakem IndustriPenerbangan cont.

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Tirto Utomoyang Visioner

Banyak pakar pemasaran yang berpendapatbahwa air mineral dalam botol yang kemudiandikenal sebagai air mineral dengan merek Aqua-tidak akan laku dijual. Alasannya, orang disuruhminum air putih gratis saja enggan, apalagi kalaudisuruh membayar mahal.

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Tirto Utomo yakin, pada saatnya nanti kesadaranakan perlunya air minum yang jernih dan sehatakan timbul dan tumbuh semakin kuat, seiringdengan tambah parahnya polusi dan makinrusaknya lingkungan.

Keyakinan itu timbul dari inspirasi yang didapatpada saat dia bekerja di sebuah perusahaanminyak. Ia melihat bahwa banyak expatriate hanyamau minum air kalau air itu adalah air yang beradadalam kemasan dan bermerk.

Tirto Utomoyang Visioner cont.

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Semua orang tahu, Aqua telah menjadi marketleader, menjadi tambang keuntungan yang takkunjung habis, sehingga banyak meminjam istilahPaulus Winarto pengusaha ”latah” yang mengikutijejaknya. Namun, mungkin saja dia juga memilikikeyakinan bahwa:

being the first you get so many privileges and advantages.

Tirto Utomoyang Visioner cont.

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Pada dekade-dekade terakhir ini, banyak kita temukan produk-produk laris hasil pemikiran diluar batasan-batasan konvensional. • minuman tanpa rasa manis, bahkan tanpa rasa

sama sekali. • makanan dengan kalori sangat rendah.• produk kecantikan dijual tanpa zat pewangi

karena tak sedikit konsumen yang alergidengan zat-zat pewangi.

• sabun yang dijual tanpa menghilangkan rasa lengket

Pemikiran Di Luar Batasan Konvensional

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Konsumen bersedia membayar dengan harga lebih mahal untuk memperoleh produk-produkyang biaya produksinya jauh lebih rendah. Ingat,murah bukan jaminan untuk laris.

Seorang guru besar pemasaran dari Amerikadalam suatu konferensi tahunan di New Orlandmengatakan, ”Price has nothing to do with cost.”Harga jual tidak ada sangkut pautnya denganharga pokok, dengan ongkos produksi barang ataujasa.

Pemikiran Di Luar Batasan Konvensionalcont.

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Nike + iPod- Apple's Best Innovation

As one runs, iPod nano tells you your time, distance, pace,and calories burned via voice feedback that adjusts musicvolume as it plays. In addition to progress reports, voicefeedback congratulates you when you’ve reached apersonal best — your fastest pace, longest distance andtime, or most calories burned. Besides the voice feedback,iPod nano plays the workout songs you choose, or havethe iPod nano choose it for you based on your workout.You can also choose to play PowerSong.

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“Where most initiatives focus on enticing consumers to complete a purchase, Nike+ continues to engage the consumer long after the transaction has occurred, keeping Nike+ runners motivated & connected, with each other & with the Brand. People are beginning to expect more from a brand than a witty narrative, and Nike+ redefines how a brand can reach its audience through meaningful enabling experiences.”

- Nick Law, R/GA EVP/Chief Creative Officer

Nike + iPod- Apple's Best Innovation

Nike + iPod- Apple's Best Innovation

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+

+

Product + Content + Community =PremiumConsumerExperience

Nike + iPod- Apple's Best Innovation

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What is Innovation?

The use of new ideas or current thinking applied infundamentally different ways that result in significant change and economically successful.– IBM Research

Source: 10 Lessons of Innovation. Experience from the Field. Idris Moote. A Presentation at Global Innovation Forum March 2007.

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Innovation is More thanInvention

Source: Innovation Frameworks Survey and Synthesis of Current Innovation ApproachesLeading Edge Forum Technology Grant. Sponsored by the CSC Catalystsm Program and the Leading Edge Forum. Pascal Gambardella. April 2, 2006

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Innovation is More thanInvention cont.

Innovation isn’t the same as invention. Innovation is a societal, not a technological, phenomenon, one that arises from the intersection of invention and insight.”Sam Palmisano, Chairman & CEO, IBM

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Innovation isthe Key for Success

Innovation is not absolutely necessary,

but then neither is survival.—Andrew Papageorge

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Nine Dots ProblemDraw nine spots, as in figure. Nowwithout lifting your pen from the paper, draw four straight lines whichgo through all the dots.

The reason why you may not have been able to solve the problem is that unconsciously your mind imposed a framework around the nine circles. You have to go beyond that invisible box. From this problem, which John Adair introduced in 1969, comesthe phrase ‘Think outside the box!’

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Creativity

—Edward de Bono

"Creativity involves breaking out of established patternspatternsin order to look at things in a different way."

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Three Components of Creativity

Amabile argues that creativity is a function of three components: expertise, creative thinking skills, & motivation.

Creativity

Expertise

Creative-Thinkingskills

Motivation

Expertise: knowledge-Technical, proceduraland intelectual

Creative thinking skills:How flexible andImaginatively peopleapproach problems

Motivation: intrinsicIs more effective than extrinsic

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Barriers to Creativity

• Why don’t we think creatively more often?• What are the barriers that get in our way?Barrier that get in our way• Time• Why change?• Usually don’t need to be creative• Habit• Routine• Haven’t been taught to be creative

What are some other barriers that get in our

way?

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Barriers to Creativity

Mental blocks are reasons (attitudes) why we don’t “thinksomething different.”10 Mental Locks1. The Right Answer2. That’s Not Logical3. Follow the Rules4. Be Practical5. Avoid Ambiguity6. To Err Is Wrong7. Play Is Frivolous8. That’s Not My Area9. Don’t Be Foolish10. I’m Not CreativeSource: CPS: The Key Things to Keep in Mind, By Roger von Oech

“If you're not failing every

now and again, it's a sign you're

not doing anything very innovative.”-Woody Allen

The Commedianand Film Director

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Ford Model ‘T’ Car: the mindset of Henry Ford

Henry Ford’s model ‘T’ remained unchanged for years while GeneralMotors (Chevrolet) was making changes – often using new technology.Henry Ford said: We’ll give the customer any color he wants as long as itis black. It was a statement by a man who had been on top so long hethought nothing could dislodge him from that position. He did not perceivethe effects that the changing environment would have on customer’s wantsand needs, and in particular on their requirements in terms of the motorcar. Increasing consumer affluence, which developed as the Americaneconomy grew in the early part of the twentieth century, meant that peoplehad more disposable income and hence more capacity to exercise choice.General Motors recognized this, but Ford did not. In the late 1920s Fordnearly went out of business as a result of this myopic approach. GeneralMotors (Chevrolet) took over as number one in the USA, and Ford did notcatch up until the late 1980s.Identify the blocks to creative thinking in this case? What action do you think Mr. Ford should take?Source: Creative Problem Solving for Manager, Tony Proctor.

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Golden Rulesof Creative Thinking

1. Start small trying to discover new ways to be creative, but start.

2. Give yourself permission to abandon the old, obsolete ways of doing things and explore new ways.

3. It is not possible to change the way we think about everything. Target specific areas in which to try creative thinking techniques.

4. Understand that creative thinking requires time, but it is worth it!

5. Remember that creative thinking is both hard work and fun.

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Golden Rulesof Creative Thinking cont.

6. Focus on what you can reasonably do. Trying to do too many things at once compromises the effort and may take away from the results.

7. Practice creative thinking for today as well as tomorrow.

8. Include other people in the creative thinking process with you. Collaboration fosters creative thinking.

9. Include “new and different” in your creative thinking process as well as “better and more.”

10.Keep innovating.

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10 QuestionsTo Encourage Ideas

1. What if…?2. How can we improve…?3. How will the Optimist Member and/or the community

benefit?4. Are we forgetting anything?5. What’s the next step?6. What can we do better…?7. What do you think about…?8. What should we add?9. What should we eliminate?10.What other ideas do you have...?

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The Six Myths of Creativity

In an interview with Fast Company , Teresa Amabile bustedsix cherished myths about creativity.1. Creativity Comes From Creative Types2. Money Is a Creativity Motivator3. Time Pressure Fuels Creativity4. Fear Forces Breakthroughs5. Competition Beats Collaboration6. A Streamlined Organization Is a Creative Organization

Very creative people are often thought to be highly intelligent. While this is occasionally true, evidence shows that the connection between intelligence and creativity is not straightforward. Sternberg and O’Hara (1999) found people with low IQs are not likely to be exceptionally creative but above 120, there is no correlation between traditional intelligence and creativity. They even suggest that individuals with very high IQs may be rewarded so much for their analytical thinking that they do not reach their creative potential. Sternberg, R. J. and O’Hara, L. (1999). Creativity and intelligence (251-272). In R. J. Sternberg, Creativity handbook, (pp. 251-272). New York: Cambridge University Press.

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Brainstorming

Purpose: To generate a large number of ideas in a short period of time.Brainstorming is a great way to get new ideas. It make works more fun.

Bina Nusantara Source: 10 Lessons of Innovation. Experience from the Field. Idris Moote. A Presentation at Global Innovation Forum March 2007.

Brainstorming

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Brainstorming

Brainstorming Rules• Evaluate later• Go for quantity

– Flexibility => a range of different classes of ideas. – Fluency => variety of ideas clustered around a

common theme.• Encourage wild ideas• Build on other ideas

– Elaboration

“The best way to have a good idea is to have a lot of

ideas.”Linus Pauling (two Nobel

Prizes Winner )

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Brainstorming

Brainstorming Process• State the problem• Redefine the problem in terms of ‘how to…..’• Identify one or two relevant redefinitions• Generate ideas for each redefinition• Select the most appropriate ideas

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SCAMPER

SCAMPER is based on the notion that everythingnew is a modification of something that alreadyexists.

• S = Substitute • C = Combine • A = Adapt • M = Magnify • P = Put to Other Uses • E = Eliminate (or Minify) • R = Rearrange (or Reverse)

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SCAMPER

To use the SCAMPER technique, first state the problem you’d like tosolve or the idea you’d like to develop.

Consider, for instance, the problem "How can I increase sales in mybusiness?“ Following the SCAMPER recipe, here are a few questionsyou could ask: • S (Substitute): "What can I substitute in my selling process?" • C (Combine): "How can I combine selling with other activities?" • A (Adapt): "What can I adapt or copy from someone else’s selling

process?" • M (Magnify): "What can I magnify or put more emphasis on when

selling?" • P (Put to Other Uses): "How can I put my selling to other uses?" • E (Eliminate): "What can I eliminate or simplify in my selling

process?" • R (Rearrange): "How can I change, reorder or reverse the way I

sell?"

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“Insanity: doing the same thing over and over again and

expecting different results.”- Albert Einstein