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Pakistan Institute of Management

Progress Through Better Management

Improving Workplace
Effectiveness Through
Creativity & Innovation

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Module 1

CREATIVITY AND MANAGEMENT


CREATIVITY AS A MISSON
EXAMPLES

Innovation the generation of new ideas, new products and services


and new ways of doing things is critical to our continued vitality.
Innovation flourishes when new ideas and approaches are nurtured
rather than discouraged, when a positive work environment is created,
when risk taking is supported, and when experimentation is
encouraged. GTE : Vision and Values

To achieve our goals we must search continuously for improvement


through innovation and the use of technology. The British Airways
Mission

Technological imagination, vision, and creativity must continue to


provide value to our customers and future growth for our businesses.
Union Carbide : Our Mission

Our mission is to improve continually our products and services to meet


our customers needs.. Ford Motor Company : Mission and Guiding
Principles

What is Creativity?
It is a mental ability that we all possess
Bringing into existence an idea that is new to
you
It is the result of using imagination rather
than routine skills
A drive to see things other than the way they
seem square ex(glass helaf empty half
full..ex )
Organizational creativity is the creation of
valuable ideas related to procedures,
processes, products & services

What is Creativity?
Producing new ideas
Putting existing ideas together in
different combinations
Modifying current
improved ones

practices

for

Types / Forms of

Broad Types
Artistic creativity

Inventive creativity

Problem-solving creativity

Broad Types
Idea-Generating creativity

Problems-Solving creativity

Core Forms

Creation
Synthesis
Modification

1. Creation
Making something
NOVEL

NEW

or

Involves
individuals
own
thought process not borrowed
or copied.

2. Synthesis
1. Relating / combining previously unrelated
phenomena
2. New understanding by spotting,
identifying, explaining previously unknown
relations

3. Focused thinking

4. Flash of Illumination

3. Modification
1. The act of altering something that
already exists
2. Significant, continuous improvements
in
existing
products,
processes,
situations
3. Important to see cumulative impact of
unnoticeable incremental steps

Models of the Creativity Process


THE GRAHAM WALLIS MODEL FOR THE PROCESS OF
CREATIVITY (1926)
ROSSMANS CREATIVITY MODEL (1931)
ALEX OSBORNS SEVEN-STEP MODEL OF CREATIVE
THINKING (1953)
BANDROWSKIS MODEL FOR CREATIVE STRATEGIC
PLANNING (1985)
PARNES (1992) & ISAKSEN / TREFFLINGERS CPS
MODEL (1985) - THE CREATIVE PROBLEM SOLVING
MODEL
BARRONS PSYCHIC CRITERION MODEL (1988) &
ROBERT
FRITZS
PROCESS
CONCEPTION MODEL (1991)

FOR

CRITERION

William J. Atliers

Simple Explanation of the Creativity Process

Forget everything you know!

Remember everything you know


Rearrange everything you know

Bisociative
Adhesive
Brush

Chipboard

windsurf
Adhesive
Tape

Clothes
Brush

Glue
Wood
Shavings

Surfboard
Sailing
Dinghy

The Graham Wallis Model for the process


of Creativity

1. Preparation
2. Incubation

3. Illumination
4. Verification

The Creative Person

Established
creatives
Occasional creatives
Aspiring creatives
Latent creatives

Creativity Myths
1. It comes from the creative types
2. Time pressure fuels it
3. Learning vs. talent
4. Money is a creativity motivator
5. Fear forces breakthroughs
6. Competition beats collaboration
7. A streamlined organization is a
creative organization

Creativity Myths
8. Creativity comes from the rebels
9. Art / Artists & creativity
10.Release
11.Intuition
12.Scatter-gun success
13.Big jump & small jump
14.Intelligence & creativity paradigm

Innovation
Innovation AS A MISSON

Innovation the generation of new ideas, new products and services


and new ways of doing things is critical to our continued vitality.
Innovation flourishes when new ideas and approaches are nurtured
rather than discouraged, when a positive work environment is created,
when risk taking is supported, and when experimentation is
encouraged.

To achieve our goals we must search continuously for improvement


through innovation and the use of technology. The British Airways
Mission

Technological imagination, vision, and creativity must continue to


provide value to our customers and future growth for our businesses.
Union Carbide : Our Mission

Our mission is to improve continually our products and services to meet


our customers needs.. Ford Motor Company : Mission and Guiding
Principles

Innovation
The enterprise that does not innovate inevitably ages and
declines.And in a period of rapid change such as the
present, an entrepreneurial period, the decline will be
fast.
Peter Ducker

Innovation refers to the implementation of new ideas.


The practical application of new ideas
Innovation is the process that allows imaginative
thinking to become a reality.It has been defined as a
successful exploitation of new ideas.

Areas for Innovation


Product/ Service Improvement
Customer service improvement
Product/ service diversification
New products/ services
More creative advertising
Increased efficiency and quality/reduced costs
Increased personal effectiveness and on the job
creativity

New Product Development


Process
Idea-Generation
Idea-Screening
Concept Development and Testing
Marketing Strategy Development
Business Analysis
Product Development
Marketing Testing
Commercialization
Product Launch
Customer Adoption

CONVERSATION

IDEA GENERATION
IN HOUSE

CROSS
PO-

External

Selectio
n

DIFFUSION
Developm
ent

Spread

LLINATION
Creation
Within a unit

Collaboration
across units

Collaborat
ion
with
parties
outside
the firm

Screenin
g
and
initial
funding

Movement
from idea to
first result

Disseminati
on
across
the
organization

KEY
QUESTIONS

Do people in
our
unit
create good
ideas
on
their own?

Do we create
good
ideas
by
working
across
the
company?

Do
we
source
enough
good
ideas
from
outside
the firm?

Are
we
good at
screenin
g
and
funding
new
ideas?

Are we good
at
turning
ideas
into
viable
products,
businesses,
and
best
practices?

Are we good
at diffusing
developed
ideas across
the
company?

KEY
PERFORMAN
CE
INDICATORS

Number
of
high-quality
ideas
generated
within a unit.

Number
of
high-quality
ideas
generated
across units

Number
of
highquality
ideas
generated
form
outside
the firm.

Percenta
ge of all
ideas
generate
d
that
end up
being
selected
and
funded

Percentage
of
funded
ideas
that
lead
to
revenues,
number of
months to
first sale.

Percentage
of
penetration
in
desired
markets,
channels,
customer
groups;
number of
months to
full

Focus on the Right Links

Idea poor company:


Build external networks:
Solution network such as at P&G,Lilly
Discovery network such as Siemens TTB(Technology-tobusiness centers)
Build internal cross-unit networks such as P&Gs
Communities of Practice
Conversion poor company:
Safe havens such as at Tenco
Multichannel funding such as Shell Oils GameChanger
unit
Diffusion poor company:
Internal Evangelists such as Martin Munoz at Sara Lees

Strategy Lessons
Not every innovation idea has to be a blockbuster.
Sufficient numbers of small or innovation can lead to big
profits.
Dont just on new product development: Transformative
ideas can come from any function for instance,
marketing, Production, finance, or distribution.
Successful innovators use an innovators pyramid, with
Several big bets at the top that get most of the investment;
A portfolio of promising midrange ideas in test stage; and
a Broad base of early stage ideas or increment can flow
up or down the pyramid.

Process Lessons
Tight controls strangle innovation. The
planning, budgeting, and reviews applied to
existing businesses will squeeze the life out of
an innovation effort.
Companies should expect deviations from
plan: If employees are rewarded simply for
doing what they committed to do, rather than
acting as circumstances would suggest, Their
employers will stifle and drive out innovation.

Structure Lessons
While loosening formal control, companies should
tighten Interpersonal connections between innovation
efforts and the rest of the business.
Game changing innovations often cut across
established channels or combine element of existing
capacity in new ways.
If companies create two classes of corporate citizens
supplying the Innovation with more perks, privileges,
and prestige those in the existing business will make
every effort to crush the innovation.

Skills Lessons
Even the most technical of innovations requires
strong leaders with great Relationship And
communication skills.
Members of successful innovation teams stick
together through the development of An idea,
even if the companys approach to career timing
requires faster job rotation.
Because innovations need connectors people
who know how to find partners in the Mainstream
business or outside world they flourish in
cultures that encourage collaboration.

Just. Google it !

Your Creativity Tool


kit

The brain is a
wonderful thing - it
switches on as soon as
you wake up in the
morning and doesnt
Irish Proverb
switch off again until

Humans have an unlimited capacity to learn. Unlike


computers no human brain has ever said:

Hard drive
full!.

Hemisphere
Left
Hemisphere
Logic
Sequential

Right Hemisphere
Intuition
Non-Verbal
Visual

Verbal
Linear
Analytical
Rational
Explicit

Spatial
Creative
Holistic
Artistic
Humorous / Playful

Brain
Precise

Experiment
al

Safe
Keeping

Imaginatio
n

BRAIN
Most Uses
Disciplined

Logical

Chaos

Linear

Images

Words

Fantasy

Decisive

Approximatel
y

Order
Right Answer
Conservative

Dreaming
Development
Creativity

Dialogue
Reinforcemen

Day
Dreams
Takes
Chances

Convergent & Divergent Thinking

Logical / convergent thinking: The


- of many ideas or solutions into
reduction
one or a few

Creative vs. Logical Thinking


Creative / Divergent thinking: The
creation of many ideas or possible
solutions from one idea

Perception
Melon

Cover

Re-Arrange

Convergent & Divergent Thinking

Convergent & Divergent Thinking


IdeaGrids
FirstStep
WiththisCre8ngToolwefirstgenerate12to24ideasthrough
Brainstormingoranyothertechnique.
SecondStep
Thendrawagridmadeupofasmanyverticalandhorizontal
Cellsasyouhaveideas.

Sample
Idea1.
2.
QuickTime and a
TIFF (Uncompressed) decompressor
are needed to see this picture.

3.
4.

ThirdStep
CombinetheideasontheverticalsideofthegridWiththe
ideasonthehorizontalsideonebyoneandwritethemintothe
separateboxeswherethetwoideasmeet..6ideascan
Thenproduce36ideas,12canproduce24,100 10,000
FourthStep
Readovertheideasyouhaveproducedandselectthebest
ToworkontoturnthemintoHOTSOLUTIONStouse.

Ideas
1.2.3.4.5.

5.
Idea
2

Idea
4

Vertical2=makethechairoutofwood
Horizontal4=makethecolorchangeable
Ideasmightbe.cover,removablefilmorskin

DivergentThinkingTool
November20,2005

PreparedbyRobertAlanBlack,Ph.D.,CSP

Patterning
The Mind is a self-organizing
system

A pattern is anything where items of information


hang together and so, give an expectancy or
anticipation

Perception

Perception

Perception

Perception

Perception

Disadvantages of the Patterning System

Lack of choice
Fine choice

Patterns get larger


Assumptions
Mistakes

Continuity

Ouch

The Merchants Daughter


The cunning money lender proposes
that he would put a black pebble
and a white pebble in to a bag and
the girl will have to pick one.

The Merchants Daughter


1. If she chose the black pebble, she would
have to marry him & her fathers debt
would be cancelled
2. If she chose the white pebble, she
would stay with her father and the debt
would still be cancelled
3. If she refuses to pick out a pebble due
to any excuse / reason whatsoever, her
father would go to jail & she would
starve

The Merchants Daughter


Solutions
through
Thinking

Logical

1.The girl should refuse to pick up


a pebble by showing that the
money lender is a cheat & he
has picked up two black pebbles
2.The girl should pick the black
pebble & sacrifice herself in
order to save her father from
prison

Creative vs. Logical Thinking


CT changes

LT chooses

CT doesnt use the yes /


no system

LT employs the yes / no


system

CT uses information to
set off new ideas

LT uses information for


its meaning

CT can make deliberate


jumps

In LT, one thing must


follow
directly
from
another

CT
welcomes
intrusions

chance

CT explores all,
the least likely
CT open-ended

even

LT concentrates on what
is relevant
LT moves in the most
likely directions
LT closed procedure

Creativity
Both
logical
&
creative thinking are
important in their
own unique way
Keeping your mind
open in the face of
uncertainty is the
single most Powerful
secret to unleashing
your
creative
potential
- Michael
Gelb

Blocks to Creativity
1. Negative attitude

2.Fear of failure
3. Lack of motivation

4. Excessive stress
5. Under-rating own capacity
6. Having overblown notion of
creativity
7. Fear of nonconformity / rules

8. Making assumptions
9. Over-reliance on logic

Creativity quotes
If at first, the idea is not absurd, there is no hope for it."
Albert Einstein

"Whenever you see a successful business someone


once made a courageous decision"
Peter F Drucker

Idea Generation Through Questions


I keep six honest serving men
(they taught me all I knew)
Their names are What and Why and When
And How and Where and Who
Rudyard Kipling

BRAIN STORMING (GROUP CREATIVITY)

Large number of ideas in a short span of time


Announce the Subject / Problem statement
Ideal group size between 5 to 12 people
Group leader / facilitator will be in charge of
proceedings
A recorder will write down ideas expressed on
board / flip chart

BRAIN STORMING (GROUP CREATIVITY)

Remember: suspend judgment to focus on quantity


Free-wheel (no wild ideas to be discouraged)
Cross fertilize (actively build upon / improve on ideas
of other as well)
After brain storming main stage group should
evaluate the ideas produced
Now, screen ideas, critically analyze, see if even the
wildest can be used by modifying it in some way

Problem:
An umbrella manufacturer has an unsold
stock of 500,000 old-fashioned, black
umbrellas in the warehouse. How to
liberate the warehouse space while
minimizing costs?

Ideas:
Give out free in rainy town center
Publicity carriers for firm
Use up side down as irrigation devices
Sell 2+ a carrier as carry kit to third world
Make a giant sculpture of an umbrella as publicity
Burn down warehouse and collect insurance

BEST IDEAS:

Use up side down as irrigation devices


Sell 2+ a carrier as carry kit to third world
Make a giant sculpture of an umbrella as
publicity

Umbrella Problem

Morphological box / Morphological Analysis


This technique was developed by Fritz Zwicky in mid-60s.
Morphology is the study of structure and form, and this
technique helps you to generate ideas by creating new
combination of attributes.
In this you list the attributes of the problem, object or
situation
Under each attribute, you list all the alternatives you can
think of
Then, can choose an alternative from each column at
random and assemble the choices into a possibility for a
new idea

Problem 1:
You run a picture framing business and
want to develop new product and service
variations

Morphological Box
FRAME

GLASS

PICTURES
Customers
own

DELIVERY

Plastic

Clear

Customer
collect

Wood

Non-reflective Chosen
range

Metal

Soft-focus
finish

Sample
photograph

Gift delivery

glass

No glass

Expensive
paintings

Post/courier

from Deliver
customer

to

PROBLEM 2
If you are to revamp paint then how would you
proceed

Morphological Box
Type

Application

Container
Shape

Container

Non-Drip

Brush

Cylindrical

Plastic

Powder

Sponge

Square

Wood

Jelly

Roller

Tubular

Metal

Mind-Mapping

Developed by Tony Buzan in mid-70s.


Mind maps use associations to draw connections
between ideas and create a map of a subject.
One interesting form of visual thinking is Mind
Mapping
Start in the middle of the page with the problem (Key
word or phrase) related to the central theme.
Put main ideas as keywords on trunks radiating out
from the middle

Note sub-ideas as keywords on branches of


trunks and then twigs
Wherever possible use colour plus logos or
pictures instead of words
Link triggered or related ideas with dotted lines

Space Travel
Communication

Scientific
Knowledge

Launching
Spinoffs

Astronauts

Ground
Staff

Rockets

Understanding

Equipment

Training

Space
Travel
Alternative Use

Cost?
Who
Does
It?

Actual
Flight

Prestige

Why?

Of
Resources

Money

Research
Development
Russia
Others

People

U.S.A

Metaphorical Thinking
(individual technique)

You may have to go a long way to find

one
Most of it doesnt show
It floats & moves
Youll know it when you see it

Metaphorical Thinking
It has a commanding presence
It is 7/8th sub-merged and to
appreciate its magnitude, you
have to look below the surface
It sometimes melts away
It is difficult to find

It is slippery

You are the manager of a large department store.


Recently you have been plagued by increasing
losses from shop lifting. How can you reduce
shop lifting in your store?

EUREKA
To solve a problem in an imaginative way by making
forced associations with totally unrelated words/themes.
Eureka works best in a group problem- solving situation
Select a leader/scribe. Before describing the problem to
the group, choose 3 trigger cards
Draw a column for each on a flip-chart sheet. Show the
trigger cards to the group or photo-copy them and stick
one at the top of each column.
Ask the group members to call out (in turn) the first
word that comes to their minds when they think of the
item on the trigger card. Fill each column with these
associations.

Now describe the problem to be solved and


ask team members to propose solutions which
use at least one word from each of the 3
columns. Write Solutions (most will be totally
ridiculous) on a separate sheet.
Review the list of solutions and brainstorm.
Concrete suggestions by triggering from crazy
to feasible ideas.
Select best idea and elaborate

Problem:
How to improve communication
between subsidiaries in a multinational company?

Eureka
Spider

Guitar

Elephant

Web

Music

Giant

Network

Tapes &
Records

Tusk

Flies
Fear
Creepy
Useful
Cannibal

Spain
Strings
Tuning
Creative

Disappearing
Species
Ivory
Memory
Africa

Ideas:
1. network+tuning+memory=introduce a computerized
and updated communications map to keep
subsidiaries in tune and improve corporate memory
2. Web+ tapes+ disappearing species= record and
introduce a regular information video to All
subsidiaries to avoid them feeling doomed to
extinction.

Lotus Blossom Technique


(group technique)

It was developed by Yasuo Matsumura, president


of Clover Management Research, it is also known
as My method.
Lotus Blossom Petals like many other flowers
radiate out from the center.
This technique radiates out from the center
following the same pattern.

Lotus Blossom Technique


(group technique)

These ideas in turn become the center of a new


lotus blossom.
This technique is helpful at the beginning of the
process to generate lots of ideas to work on.
It is also useful in finding new applications for
existing products or technologies.

NAYAKA(DEFECT ANALYSIS)

To build on a groups natural critical


abilities in order to improve a product ,or
situation by listing and then finding
remedies for its key defects is Nayaka

Select a group leader/scribe and describe the problem.


Draw a vertical line down the center of a flip-chart sheet.
Set a time limit (20 mins) for the group to list as many
things which are wrong with the product, service or
situation as possible. Mark each idea in the left column.
Ask the group to brainstorm a remedy for each of the
defects listed with a view to proposing an improved
products service or action plan which eliminates as many
of the defects as possible. Mark each remedy against the
relevant defect in the right column.
Get the group to agree on a new or improved product,
service or action plan. Consensus is usually easy to
obtain but, if not, the leader should propose an idea
Selection method such as the 5 Point Scoring system.

MERLIN TECHNIQUE
To improve a product, service or situation by
subjecting it to a number of hypothetical changes in
terms of size, use, functioning, etc.
The Merlin technique can be used working alone or
with a group.
Using 2 flip-chart or A4 sheets label 4 columns
ENLARGE, REDUCE, ELIMINATE and REVERSE.
Brainstorm, for 10 minutes on each, (crazy) ways
to:

ENLARGE
the product, service or situation (i.e.
quadruple the price; instead of serving one market
segment we expand the service to the whole world
/galaxy/universe; what if the unsatisfactory situation
concerned every single customer? etc. etc.).
REDUCE everything about the product, service or
situation.
ELIMINATE the problem entirely. What would happen if
it didnt exist? How to replace it?
REVERSE the way in which the product, service or
situation functions (i.e. instead of us serving the
customer, what if the customer served us ?)

Problem: Find viable ideas to improve the


appearance, utility and marketability of the
pocket comb.

The Merlin Technique


Enlarge

Reduce

Eliminate

Reverse

Comb for
lawns

Moustache
comb

Disposable comb Public


combing
machine

Space comb
for satellite
debris

Finger combs
for wavy hair

Bald cream (for


shiny heads)

Bicycle rack

Eyebrow
comb

CD rack

Dolls comb

Roofing
material

Pen comb

As fishing net

Folding comb

Fixed comb
on wall

WRONG RULES
To improve the effectiveness/quality or reduce the costs of an
operation by applying the wrong rules to the situation. This
technique can be used working alone or with a group.
Select one of the sets of rules overleaf (Or find another set)
which is closest to the operation whose effectiveness you
wish to improve. Use a flip-chart/note pad for ideas as they
come.
Go through each Golden Rule in turn and try, by all means
possible, to apply it to your problem. Encourage wild ideas. If
you cant seem to apply one of the Golden Rules, move onto
the next. The purpose of the exercise is not to force a mirror
of the rules but to surface creative ideas, however they come.
Review the list of ideas. Select those which are most feasible
and elaborate an action plan.

Wrong Rules
Rules for Flourishing Florists

Keep all flowers in water at all times

Regularly cut the ends of the flowers stems

Keep flowers
temperature

Arrange & stock flowers loosely & not in tightly


packed vases

Always remove withered flowers from bouquets

Add cut-flower fertilizer to water regularly

at

satisfactory

&

constant

WRONG RULES
EXAMPLE
Problem: How to be more effective as a secretary? Using the Rules
for Flourishing Florists as a trigger, set 6 improvement
objectives.
Examples of triggered suggestions for objectives:
1. Keep all flowers in water at all times.
Organize a regular Coffee meeting with my boss to discuss mutual
needs / problems etc.
2. Regularly cut the ends of the flowers stems.
Avoid piles of paperwork with a programme of regular filing.

3. Keep flowers at a satisfactory and constant temperature.


Agree with my boss on a precise, written job description.
4. Arrange and stock flowers loosely not in tightly packed vases.
Not to accept regular menial and time-consuming tasks from my
boss. Agree on type and frequency of such tasks.
5. Always remove withered flowers from bouquets.
Ensure the my in-tray is cleared by 1600 hrs. each day to allow
for planning tasks.

Selling Creative Ideas


Its great idea but, unfortunately we dont have the
budget
I like it but the legal department would never agree
Thats all very
experience.

well

in

theory,

but

in

my

If its that good, why hasnt somebody thought of it


before?
The intangible risks would be too great
Youll need to be more specific about your proposal

Force Field Analysis


Forces Against

Forces in Favour

_________________________

_________________________

_________________________

_________________________

_________________________

_________________________

_________________________

_________________________

_________________________

_________________________

_________________________

_________________________

_________________________

_________________________

Module 3

The Creative Hit List (CHL)


Problems
Car park is too small
Absenteeism is increasing
Queues the canteen
Competitor
costs

has

lower

operating

Lack of communication between


research & marketing departments

The Creative Hit List (CHL)


Improvement Tasks
Reduce time taken up in meetings
Quicker
response
complaints

to

customer

Better message taking


Faster cleaning of molds
Fewer scratches in finished surfaces

The Creative Hit List (CHL)


Projects
Design a better product display case
Invent a PC stand
Memorize names of everyone in the
division

The Creative Hit List (CHL) Whim /


Opportunity

The last 5 minutes of the day


Signatures on letters
Use for a highly elastic finer
Use the expertise of a hobby gardener

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