Bachelor of Business Management (Hons)

INNOVATIVE AND CREATIVE SKILLS IN BUSINESS

Creative Management (Part 2)

(Week 3)

PowerPoint® Slides
by Harjinder Kaur

06/03/21
Learning Objectives

This week lesson will be on Creativity Management (Part

2). Students will be taught on the following:

• The steps involved in the creative process.

• Techniques used to improve creative process
• Ways on how entrepreneurs/individual can enhance the
creativity and how organization can enhance their
employees own creativity.

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Learning Outcomes

On successful completion of this topic students should

be able to:
• Describe the steps in the creative process.

• Explain the technique used to improve creative

process
• Discuss the ways on how entrepreneurs/individual

can enhance the creativity and how organization can

enhance their employees own creativity.

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Part 1
THE CREATIVE PROCESS

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The Creative Process

Preparation Investigation Transformation

Incubation Illumination Verification

Implementation

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The Creative Process

Preparation Investigation Transformation

Incubation Illumination Verification

Implementation

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Preparation

•This is the first stage at which the base for creativity

and innovation is defined; the mind is prepared for
subsequent (following/later) use in creative thinking.
•During preparation, the individual is encouraged to
appreciate the fact that every opportunity provides
situations that can educate and experiences from
which to learn.
•The creativity aspect is kindled (arouse/stir up) through a
quest (seeking/pursuing ) to become more knowledgeable.
This can be done through reading about various topics
and/or subjects and engaging in discussions with
others.

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 • Taking part in brainstorming sessions in various
forums like professional and trade association
seminars, and taking time to study other
countries and cultures to identify viable (possible)
opportunities is also part of preparation. Of
importance is the need to cultivate a personal ability
to listen and learn from others.

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The Creative Process

Preparation Investigation Transformation

Incubation Illumination Verification

Implementation

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Investigation

• This stage of enhancing entrepreneurial creativity and

innovation involves the business owner taking time to
study the problem at hand

• Requires one to develop a solid understanding of the

problem, situation, or decision at hand/Investigate
the problem or decision

• To create new ideas and concepts in a particular files, an

individual first must study the problem and
understand its basic components/Study information
related to the field that the idea is in

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The Creative Process

Preparation Investigation Transformation

Incubation Illumination Verification

Implementation

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Transformation

• The information thus accumulated and acquired

should then be subjected to convergent and
divergent thinking which will serve to highlight the
inherent similarities and differences. 
• Involves observing similarities and differences in the
information collected.
• Convergent thinking will help identify aspects that are
similar and connected while divergent thinking will
highlight the differences. 

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• Two types of thinking are required:
• Convergent – the ability to see the similarities and
the connections among various and often diverse
data and events./ ability to evaluate multiple ideas
and to choose the best solution to a problem
• Divergent – the ability to see the differences among
various data and events/ is a thought process or
method used to generate creative ideas by
exploring many possible solutions

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The Creative Process

Preparation Investigation Transformation

Incubation Illumination Verification

Implementation

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Incubation
• At this stage in the quest (hunt/search) for creativity and
innovation it is imperative that the subconscious
reflect on the accumulated information, i.e. through
incubation, and this can be improved when the
entrepreneur:
- Takes time to daydream ( eg: letting the mind roam
beyond any restrictions self-imposed (means decided by
yourself without being influenced/ordered by others
- Relax and play
- Study the problem/opportunity in a wholly different
environment
- Dream about the problem or opportunity.

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The Creative Process

Preparation Investigation Transformation

Incubation Illumination Verification

Implementation

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Illumination (enlightenment)

• This moment will come randomly, just be ready to act

on it when it comes
• Researcher showed that at least once a solution to
problem had “just popped into their heads”
• Often, these ideas seem to occur at night, so keep a
pad and pen by your bedside. Jot down your ideas when
they strike and give yourself the best chance at
remembering the Illumination when it occurs.

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The Creative Process

Preparation Investigation Transformation

Incubation Illumination Verification

Implementation

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Verification

• This is where the entrepreneur attempts to ascertain

(determine/find out) whether the creativity of thought
(idea) and the action of innovation are truly effective
as anticipated (projected/predicted). It may involve
activities like simulation (model be developed), piloting,
prototype building, test marketing, and various
experiments. 

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Verification
 Validate the idea as accurate and useful.
• Is it really a better solution?
• Will it work?
• Is there a need for it?
• If so, what is the best application of this idea in the
marketplace?
• Does this product or service fit into our core
competencies?
• How much will it cost to produce or to provide?
• Can we sell it at a reasonable price that will produce a
profit?

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The Creative Process

Preparation Investigation Transformation

Incubation Illumination Verification

Implementation

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 Implementation

• Transform the idea into reality./make your idea to

become a reality/ This is where the product of
creativity and innovation is made into a reality
• Take a creative idea for a useful new product and turn it
into a reality.

• http://www.gaebler.com/The-7-Steps-of-the-Creative-
Process-Used-in-Spurring-Innovation.htm

Last Updated:March 6, 2021 © LMS SEGi education group 22

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 Supplementary Materials/ Extra Reading

• http://www.gaebler.com/The-7-Steps-of-the-Creative-
Process-Used-in-Spurring-Innovation.htm

Youtube:
• https://www.youtube.com/watch?v=ayDMWHUBgVA

• https://www.youtube.com/watch?v=CIXsRK7uyVw

Last Updated:March 6, 2021 © LMS SEGi education group 23

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Tips for Enhancing Organizational Creativity

• Expecting creativity
• Expecting and tolerating failure
• Encouraging creativity
• Viewing problems as challenges
• Providing creativity training
• Providing support
• Rewarding creativity
• Modeling creative behavior
• Include creativity as a core company value
• Create an organizational structure that nourishes creativity
• Encourage curiosity
Tips for Enhancing Individual Creativity
• Allow yourself to be creative
• Give your mind fresh input every day
• Keep a journal handy to record your thoughts and ideas
• Read books on stimulating creativity
• Take some time off
• Observe the products and services
of other companies, especially
those in completely different markets
• Recognize the creative
power of mistakes
• Notice what is missing
Tips for Enhancing Individual Creativity
• Keep a journal to record your thoughts and ideas
• Listen to other people
• Listen to customers
• Talk to a child
• Do something ordinary in an unusual way
Part 2
TECHNIQUES FOR IMPROVING
THE CREATIVE PROCESS

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Techniques for Improving the Creative Process

1) Brainstorming
2) Mind-mapping
3) Six Thinking Hats
4) Rapid Prototyping

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Techniques for Improving the Creative Process

Brainstorming:

The goal is to create a large quantity of novel and

imaginative ideas.

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Brainstorming Guidelines

• Keep the group small

• Make the group as diverse (varied) as possible.
• Have a well-defined problem
• Limit the session to 40 to 60 minutes.
• Take a field trip.
• Appoint a recorder.

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Brainstorming Guidelines

• Use a seating pattern that encourages interaction.

• Encourage all ideas from the team.
• Shoot for quantity of ideas over quality of ideas.
• Forbid (stop/prohibit) criticism.
• Dare to imagine the unreasonable.

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Mind-mapping

• Mind-mapping
• A graphical technique that encourages thinking on
both sides of the brain, visually displays relationships
among ideas, and improves the ability to see a
problem from many sides.

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Mind-mapping

• Mind-mapping process works in the following way:

• Start by writing down or sketching a picture

• Write down every idea and connect each idea to the
central picture or words with a line.
• When the flow of ideas slows to a trickle (not good
ideas), stop! Allow your mind to rest for a few
minutes.
• Organize your thoughts, look for new connections
among your ideas.

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Rapid Prototyping
Rapid Prototyping
 Transforming an idea into an actual model that will
point out flaws and lead to design improvements.
 Rapid prototyping allows companies to turn
innovative ideas into successful end products
rapidly and efficiently.
 Defined as a group of techniques used to quickly
fabricate a scale model of a part of assembly using
three-dimensional computer aided design (CAD) data.

http://www.stratasys.com/resources/rapid-prototyping

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Edward De Bono’s ‘Six-Thinking Hats’

• Edward De Bono is a world-known expert in creative

thinking
• Six colored hats correspond to different thinking styles or
behaviors.
• By putting on different hats, either individually or as a
group, participants can redirect (convey) their behavior,
open up new options or pull ideas together.

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• http://www.parade.vic.edu.au/MD/teacher_research_guid
e/Defining/defining_debono.htm

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Edward De Bono’s ‘Six-Thinking Hats’

White hat Objective Identifying

information needs
and gaps
Red hat Intuitive Driven by feeling
and emotions
Black hat Negative Caution,
judgement,
criticsm – why
something won’t
work

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Edward De Bono’s ‘Six-Thinking Hats’

Yellow hat Positive Identifying benefits

and value – how
something will
work
Green hat Creative Proposing
alternatives,
changes

Blue hat Process Thinking about

thinking, not the
subject itself
(Rational)

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Supplementary Materials/ Extra Reading

• http://www.debonogroup.com/six_thinking_hats.php
• http://en.wikipedia.org/wiki/Six_Thinking_Hats
• http://www.debonoforschools.com/asp/six_hats.asp

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Conclusions

The creative process consists of seven steps:

• Preparation

• Investigation

• Transformation

• Incubation

• Illumination

• Verification

• Implementation

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• The creative process consists of seven steps: Step 1.
Preparation— involves getting the mind ready for
creative thinking; Step 2. Investigation— requires the
individual to develop a solid understanding of the
problem or decision; Step 3. Transformation— involves
viewing the similarities and the differences among the
information collected; Step 4. Incubation— allows the
subconscious mind to reflect on the information
collected; Step 5. Illumination— occurs at some point
during the incubation stage when a spontaneous
breakthrough causes “the light bulb to go on;” Step 6.
Verification— involves validating the idea as accurate
and useful; and Step 7. Implementation— involves
transforming the idea into a business reality.

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Four techniques that are especially useful for improving the
creative process:
1) Brainstorming
2) Mind-mapping
3) Six Thinking Hats
4) Rapid Prototyping

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REFERENCES

 Tidd, Bessant (2013), Managing Innovation - Integrating

Technological Market & Organisational Change, 5th
edition, Wiley.
 Byrd, Brown (2002), The innovation equation: Building
Creativity & Risk-taking in Your Organization, Wiley.
 Zimmerer, Scarborough (2008), Essentials of
Entrepreneurship and Small Business Management, 5th
edition, FT Prentice Hall.

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Key Terms
KEYTERMS DEFINITION
A process in which a small group of people interact
Brainstorming with very little structure with the goal of producing a
large quantity of novel and imaginative ideas.
A graphical technique that encourages thinking on
both sides of the brain, visually displays the various
Mind-mapping
relationships among ideas, and improves the ability to
view a problem from many sides.
Transforming an idea into an actual model that will
Rapid prototyping point out flaws and lead to design improvements

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THE END

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