Creativity and the Product Concept

Reading Review
by Jorge Yeshayahu Gonzales-Lara

1. Abstract

The generation of concepts, the obtaining of ideas, is the most critical step in the whole process.
Started with a set of customer needs and target specifications, the process concludes with a variety
of product alternatives from which a final product is selected. There are several steps involved in
the process of generating the generic concept. The essay reviews the perspectives of the product
concept and the new product, and the inputs to have a new viable product concept. Creativity and
product concept, to create new product concepts, and routes: technology, end user, team, other
experts and other external. The inputs required by the creation process in which the form is
described, the technology and the source by which the form was achieved. This article reviews the
main forms in the generation of customer need concepts.

Introduction

Creativity as a subject of study, turns out to be important and fascinating, but at the same time
difficult to delimit. The study of the product as a repository element of creativity. The importance
in the study of the creative product arose in response to the need to establish an evaluation
criterion. Creativity is manifested in certain types of product, which are the basis and foundation
of many of the definitions that exist about this phenomenon. We understand the creative product
to the result that has an independent existence of the person who produces it, but also must respond
to when, and where of its existence (Horn & Salvendy, 2006). It is for this reason that, that
creativity depends on society and the historical moment in which it occurs. This means getting the
right people in the right environment and being ready for the ideation process; because a creative
person needs to know that he is ready for the ideation process.

2. Background of the Product Concept

The conceptual design of the product has undergone some important transformations since the
beginning of the 20th century. Trade changed, production methods changed, the world became

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smaller and ideas became bigger. At the beginning of the 20th century, research companies such
as Thomas Edison's Menlo Park research and development laboratory were pioneers in a product
concept design cycle based on experimentation. Edison's approach was remarkably successful.
Henry Ford perfected the assembly line by introducing conveyor belts in the production cycle.
The introduction of a constant and relentless transporter transformed the world economy by laying
the foundations of the factory-based model. The explosion of factories around the world along
with the mobilization for the Second World War meant that the tradition of designing the concept
of an isolated product was coming to an end. Today, the development of the product concept
emphasizes that products created to empathically respond to a problem are defined by the product
concept design cycle.

3. Creativity and the Product Concept

Creativity and the Concept of the Product; is the key, to understand the creation and concept of a
new product. Many people think of product innovation begin with a new product idea. Creativity
has been described by Craig Wynett, a senior manager at P & G as "the everyday task of making
nonobvious connections." What is creativity? For many, creativity is about finding something new.
However, the definition is incorrect and should be closer to the ability to dissociate existing
elements and combine them to generate something new.

Creativity is a quality of the human being that allows him to develop a favor of performing actions
that create and innovate an idea. The consecration of a project is given by several factors that
include a state of creativity to be able to do what you want. It is a sense of each person and the
personality of the human being, this develops the creativity to obtain new horizons in what has
already been raised. Creativity and its application in the affairs of everyday life and common
changes occur in a change in the generic, you can even be a constant in the task, making it more
viable in the fundamental aspects of its implementation. Since the revision of my reading;
“Creativity and the Product Concept.” There are two broad categories of approaches to get good
new concepts, I explored the one that involves looking for ready-made concepts.

4. Product innovation

A product innovation is the introduction of a good or service that is new or that has significant
improved characteristics or intended uses; An innovation process refers to the implementation of

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a new or significantly improved production or delivery method. According to Phillip Kotler, a
product is anything that can be offered to a market for attention, acquisition, use or that may need
or want. Therefore, a product can be a physical good, a retail store, a person, an organization, a
place or an idea. (Phillip Kotler - 2017)

This chapter is important because it offers the tools for the creativity of new activities in other
words to think outside the box. Innovation is often thought of as the result of a rare genius. To
create a new solution to an old problem that is more efficient and practical than older methods, it
seems to be the kind of thing that only the truly gifted can achieve.

The real question is: "How can you obtain the equipment of your organization? To innovate for
the benefit of the organization as a whole?" The marketing concept and philosophy is one of the
simplest ideas in marketing, and at the same time, it is also one of the most important marketing
philosophies. At its very core are the customer and his or her satisfaction.

5. Marketing Concept

The marketing concept and philosophy states that the organization should strive to satisfy its
customers' wants and needs while meeting the organization's goals. One solution is to use some
special activities to help your teams "think outside the box" and be more creative. Here are some
activities that can help teams to be more innovative.

The product is the most tangible and important individual component of the marketing
program. Product policy and strategy is the cornerstone of a marketing mix. If the product does
not meet consumer demand, no additional cost in any of the other ingredients of the marketing mix
will improve the product's performance in the market.

The three inputs are:

 Form: Physical item, or in case of service it is the sequence of steps by which the service
will be created.
 Technology: The power to do work.
 Need / Benefit: Product has value only as it provides some benefit to the customer.

Technology allows us to develop a form that provides the benefit.

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The marketing concept is a relative newcomer as a philosophy of doing business. However, its
evolution began before the Industrial Revolution. As time progressed, customer and
business need also evolved. The product and selling philosophies eventually evolved into the
marketing concept and philosophy. Today, the marketing concept and philosophy stands as a
formula for doing business and many believe it is a prescription for success. It aims to satisfy
customers by guiding the organization to meet the customers' needs and wants while meeting the
organization's goals.

For an analysis, the market is very important, keep in mind that the statement of the concept
clarifies an idea or design in words. Such statements are often used as part of a business plan or
when an idea is proposed to an investor or potential partner. The whole business or product is
summarized in just a few sentences, but enough details are provided so that the public has a
complete understanding of the idea. A well-written statement of concept allows the listener to have
a clear view of the business.

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6. Concept Statement

A concept statement is the essence of a business plan. If you are writing a business plan, know that
this statement . The basis for the plan for when it is presented, you should never assume that the
plan speaks for itself. It must include a statement that helps the audience between the client and
the investors to obtain a comprehensive understanding of the business plan. In our reading the
concept statement is a very important tool. A concept. then is a verbal and prototype expression
that tells what is going to change and how the customer stand. (Crawford - pp 109)

Open innovation is a term used to promote an information age mindset to innovation that runs
counter to the secrecy and silo mentality of traditional corporate research labs. The benefits and
driving forces behind increased openness have been noted and discussed as far back as the 1960s,
especially as it pertains to interfirm cooperation in R & D. Use of the term 'open innovation' in
reference to the increasing embrace of external cooperation in a complex world has been promoted
in particular by Henry Chesbrough , adjunct professor and faculty director of the Center for Open
Innovation of the Haas School of Business at the University of California, who articulated a
modern perspective in his book Open Innovation: The new imperative for creating and profiting
from technology.(Chesbrough 2005)

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The most important part of this chapter is the development of the concept for new generation
products. It should also be considered that the method to create a new product concept: problem-
based ideation.

7. Conclusion

By way of conclusion, we can define that the new product concepts and the new product, need at
least two of the three inputs to have a new viable product concept, and all three to have a new
product.

Creativity and product concept, to create new product concepts, there are five routes: technology,
end user, team, other experts and other external, these two involve receiving ideas of products
created by others and three involve a managed process executed by the team. Last three entries
required by the creation process

 Form: is a physical thing created, or in the case of service, is the sequence of steps by which
the service will be created.
 Technology: This is the source by which the form was achieved.
 Technology is defined in product innovation as the power to do a job. (Need/Benefit)

The product has value only because it provides some benefit for the client that the customer sees
a need or desire, these are the main ways of generating the customer's need concept and the
company needs to develop technology that allows the company to visualize the shape. The
generation of concepts, the obtaining of ideas, is the most critical step in the whole process. Started
with a set of customer needs and target specifications, the process concludes with a variety of
product alternatives from which a final product is selected

Miami, November 8, 2018

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References & Bibliography
Crawford C Merle, Di Benedetto, Anthony. New Products Management. International Edition,
2015.
Chesbrough Henry William. Open Innovation: The New Imperative for Creating and profiting
from Technology. September 30, 2005.
Kotler Philip. May Adventures in Marketing. July 15, 2017.

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