Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.

There are other useful definitions in this field, for example, creativity can be defined as consisting of a number of ideas, a number of diverse ideas and a number of novel ideas.

There are distinct processes that enhance problem identification and idea generation and, similarly, distinct processes that enhance idea selection, development and commercialisation. Whilst there is no sure fire route to commercial success, these processes improve the probability that good ideas will be generated and selected and that investment in developing and commercialising those ideas will not be wasted.

the Value of Work Processes

One of the most valuable tools for maximising idea generation is the use of work processes. Work processes align activity with the goal and produce far more output than randomness or simply “do your best.” Some examples include:

a) Incremental goals. These produce much more output than would be produced otherwise. Two pages a day produces a words-on-paper first draft screenplay in two months. Consider this against the fact that innumerable people have half finished screenplays waiting for attention under their beds.

b) Project Timelines. Project timelines allow individuals to gauge the whole goal, gauge the incremental requirements leading to the goal, appraise the effort and competencies that will be needed and set themselves up psychologically for the coming task. They are akin to business plans. Efficiency and output are increased when a business plan is followed, as opposed to using it merely as a means to raise finance.

These and other topics are covered in depth in the MBA dissertation on Managing Creativity & Innovation, which can be purchased (along with a Creativity and Innovation DIY Audit, Good Idea Generator Software and Power Point Presentation) from http://www.managing-creativity.com/

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Kal Bishop MBA, is a management consultant based in London, UK. He has consulted in the visual media and software industries and for clients such as Toshiba and Transport for London. He has led Improv, creativity and innovation workshops, exhibited artwork in San Francisco, Los Angeles and London and written a number of screenplays. He is a passionate traveller. He can be reached on http://www.managing-creativity.com/

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