DESIGN THINKING Unit 1
Sub Topics 2
UNIT 1
Innovation & Creativity: Meaning of Innovation
and Creativity. Difference between Innovation and
Creativity, and its Role in Industry and
Organizations, Dynamics of Creative Thinking,
Process of Design Thinking , Implementing the
Process in Driving Innovation, Case Study.
INTRODUCTION OF CREATIVITY
•Creativity refers to mental process that leads to solutions, ideas,
conceptualization, artistic forms, theories or products that are
unique and novel.
• Creativity is any process by which something new is produced- an
idea or an object, including new form or arrangement of old
elements.
• Creativity is a process of sensing difficulties, problems, gaps in
information, missing elements, something askew ; evaluating and
testing these guesses and hypotheses; possibly revising and retesting
them; and finally communicating the results.
CREATIVITY & INNOVATION
Creativity & Innovation are often made difficult because people are unclear about the
exact meanings of some key terms. In particular there is confusion about the
difference between creativity, innovation and invention. Let us start with some
definitions:
•Creativity is the capability or act of conceiving something original or unusual.
•Innovation is the implementation of something new which also can be different
and better and it’s market focused.
•Invention is the creation of something that has never been made before and is
recognized as the product of some unique insight.
CHARACTERISTICS OF CREATIVITY
1. Imaginative
2. Purposeful
3. Original
4. Valuable
5. Ability
Creativity Process
Stage 1: Preparation
The individual turns his or her attention to a task or
problem, examining relevant information from his or her
own experience and the task environment.
Work hard till exhausted. Investigate in all the
directions. Allow intuition to take over
Stage 2: Incubation
•Conscious work on the problem ceases; the individual may turn
his or her attention to another problem, or simply relax. During
this period some degree of unconscious and involuntary (or
fore-conscious and fore- voluntary )work on the problem occurs.
•Let the problem g o off conscious mind, sleep
on it, forget it, take a break, allow intuition to
work
Stage 3: Illumination
•The classic ‘ Eureka’ moment when the core (or even the whole)
of the problem solution suddenly springs into awareness.
•Allow discontinuity or break in patterns, a quantum
leap, radical change in perception and enlightenment.
Stage 4: Verification
The individual uses logical and rational thought processes to
turn the sudden insight into a correct or appropriate solution,
apparent as such to others.
Attempt logical evaluation.
Justification and implementation.
Creative Environment
(Triandis 1990)
• Perm its people to work in areas of their
greatest interest.
• Encourages employees to have broad contact
with stimulating colleagues
• Allows taking moderate risks
• Tolerates s om e failures and non-
conformity
• Prov ides appropriate rewards and
recognition
Creative Person (Barron 1969)
• Conceptual Fluency (i.e. being able to express ideas well
and formulate the ideas a s one proceeds)
• The ability to produce a large number of ideas quickly
• The ability to generate original and unusual ideas
• The ability to separate source (who said it) from content
(what was said) in evaluating information
Creative Person (contd.)
• The ability to s tand out and be a little deviant from others
• Interest in the problem one faces
• Perseverance in following problems wherever they lead
• Suspension of judgment and no early commitment
• The willing nes s to s pend tim e analy zing and exploring
• A g enuine re g ard for intellectual and co g nitive matters
Gains of Creativity
• Produces greater quantities
• Improves efficiency
• Retain seeds
• Provides Opportunities for combinations
• Increase potential for better decisions
• Reduces personal conflicts
• Increases group ownership
HINDRANCES TO CREATIVITY
A. Environmental Hindrances
1. Reliance on experts
2. Lack of committed resources
3. Top-down decision making
4. Too much cooperation
5. Too much competition
How to overcome from environmental hindrances
(change in attitude, economic environment , business environment,
decision making)
Cont.…
B. Tactical Hindrances: A tactic is a plan to take advantage of
opportunity or to manage risks as they happen. It deals with day-to-day
realities to seek gain or avoid losses.
1. Lack of ideas generation skills:
2. Undirected problem-solving techniques:
3. Poor execution of techniques:
4. Lack of follow up:
Measures to overcome tactical hindrances(Idea generation and idea
validation, Assessing outcomes)
Cont..
C. Personal Hindrances
1. Lack of confidence
2. Need for conformity
3. Habit thinking
4. Dislike of uncertainty
Measures to overcome personal hindrances
(Many personal skills are required for entrepreneurial development. These
include technical knowledge, common sense, managerial capacity like
planning, organizing, directing and controlling and humane behaviour. They
help create a strong entrepreneurial culture.)
Measures to be taken to make India an
Innovative Nation
Building more Innovation Infrastructure (eg. Science &
technology parks)
Institutionalize innovation
Incentivize innovation
Promote world class practices
Encourage knowledge enhancement
Strengthen Industry-Institute interface
Encourage NRI participation
Provide multiple sources of funding
Activate Public Relations
