innovation creativity revisited

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  1. 1. Creativity Revisited Three business approaches for breaking the creativity code
  2. 2. Based on the book Creativity in Product Innovation Written by Prof. Jacob Goldenberg Co-founder of SIT Systematic Inventive Thinking
  3. 3. Creativity is considered the ultimate of human qualities.
  4. 4. Creativity is considered the ultimate of human qualities. But what is creativity
  5. 5. Approach #1 A Divine Providence
  6. 6. Creativity is a divine spark that may not be dismantled and examined by use of scientific tools (Carl Popper)
  7. 7. Its missioners will tell you creativity is impossible to formulated; its either you got it, or you dont.
  8. 8. Approach #2 Free your mind and the rest will follow
  9. 9. A hypothesis was made Creative thinking is a process one may conduct by use of analytical tool
  10. 10. Many methods for fostering creativity appeared and spread
  11. 11. Many methods for fostering creativity appeared and spread
  12. 12. And they all have one common formula [X] + [Y] + [Z] = The Creative Spark [Break away from existing thinking frameworks] [Search for the non-conventional] [Suspend judgment and criticism]
  13. 13. And they all have one common formula [X] + [Y] + [Z] = The Creative Spark [Break away from existing thinking frameworks] [Search for the non-conventional] [Suspend judgment and criticism]
  14. 14. The result was four key assumptions: which became an academic taboo. #1. Unpredictability is the essence of creativity #2. Ideation scope should be unrestricted #3. Randomness should be stimulated and enhanced #4. A group interaction generates more ideas
  15. 15. Approach #3 The Creative Thinking Patterns
  16. 16. The pioneers in breaking these methods assumptions were cognitive psychologists* later joined by Neuro-psychology, Artificial Intelligence, Engineering, Education, and Marketing and Management Science *
  17. 17. They suggested that creativity is the outcome of ordinary thinking, which doesnt necessarily require a creative spark!
  18. 18. And they built a scientific knowledge base, which challenged these four key assumptions They suggested that creativity is the outcome of ordinary thinking, which doesnt necessarily require a creative spark!
  19. 19. Unpredictability is the essence of creativity #1
  20. 20. Unpredictability is the essence of creativity #1 Constraints are needed, as the original thinking combines familiarity and surprise
  21. 21. Ideation scope should be unrestricted 2#
  22. 22. Ideation scope should be unrestricted 2# Restricted scope proven to be
  23. 23. Randomness should be stimulated and enhanced 3#
  24. 24. Randomness should be stimulated and enhanced 3# Thought consciously guided by a wide set of restricted options yields more targeted and effective results
  25. 25. A group interaction generates more ideas 4#
  26. 26. A group interaction generates more ideas 4# More is not better. It was shown that less ideas suggested by individuals are evaluated as more superior than more ideas suggested in brainstorming sessions
  27. 27. The Major Breakthrough
  28. 28. A life-long research by a Russian engineer of hundreds of thousands a patents, seeking to identify all creative thinking patterns. The result was an inventive thinking methodology called TRIZ, which is very engineered-oriented and applied in technical problem solving.
  29. 29. In 1996, SIT Systematic Inventive Thinking, an innovation & creative thinking methodology was founded. Derived from TRIZ, and adjusted to business application Product Development, Problem Solving, Management Innovation, etc. SIT became a simple, proven innovation methodology for organizations.
  30. 30. Thank You SIT T +972 3 5456000 F +972 3 5456001 info@sitsite.com 16 Tozeret Haaretz St. Tel Aviv 67891 Israel