 INTRODUCTION

 CREATIVITY AND BUSINESS

 THE IMPORTANT OF CREATIVE THINKING

MS. NORWANI MOHD NAZARI

INTRODUCTION

Sources : https://www.youtube.com/watch?v=tYbA_-mAtUY

EIB10703 : CREATIVE PROBLEM SOLVING

 Definition: Creativity is an ability to come up with
new and different viewpoints on a subject.

 It involves breaking down and restructuring our

knowledge about a subject in order to gain new
insights into its nature.

 Defining creativity is complicated because the

concept has many dimensions.

EIB10703 : CREATIVE PROBLEM SOLVING

 Wertheimer…’restructuring our knowledge’
 Kelly and Rogers…’understanding how we think’
 Maslow…’primary versus secondary’
 Rickards…’personal discovery process’
 Gilliam…’making new connections’
 Amabile…’novel and useful ideas

EIB10703 : CREATIVE PROBLEM SOLVING

Torrance(1965) defined creativity as:

“ The process of becoming sensitive to problem,

deficiencies, gaps in knowledge, missing elements,
disharmonies, and so on; identifying the difficulty;
searching for solutions, making guesses or formulating
hypotheses about the deficiencies; testing and retesting
them; and finally communicating the results”.

EIB10703 : CREATIVE PROBLEM SOLVING

 CREATIVITY AND BUSINESS
What is the Connection Between
Creativity and Business?

 Invention is an act of creativity that results in a device, process or

technique that is novel enough to produce a significant change in
the application of technology.

EIB10703 : CREATIVE PROBLEM SOLVING

 How Ideas Arise?
 Generating ideas is not a chance process.
 Ideas appear to arise when people are actually looking for them.
 It happens to people who are
 Curious or inquiring.
 Engaged in a search for opportunities, possibilities, answers or
inventions.

EIB10703 : CREATIVE PROBLEM SOLVING

 Successful Innovation

Depends on the ability to mobilise :

 Technical resources
 Knowledge
 Other inputs needed in the innovation process; sources of
knowledge, such as networks of firms, concentrations of R&D and
business services.

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 Innovation and Business Development

 Breakthrough innovation should not be the focus of attention since

it may be too radical for some markets.

 Evidence points to over a 90 % failure rate among new products

launched into the market place and that the majority of these are
based on radical technologies.

 Such statistics seem to indicate that, in order to remain competitive,

organizations should seek to develop new products via incremental
technologies.

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 THE IMPORTANT OF
CREATIVITY THINKING
 Logical thinking is a series of steps that extend what we know
already, rather than being truly new.

 The need for creative thinking arises from the inadequacies of

logical thinking.

 It is a method for producing insights that might not be obtained

through conventional or traditional methods of logical thinking.

EIB10703 : CREATIVE PROBLEM SOLVING

 The Need For Creative Thinking In Business

 Increasing number of problems have few or no precedents

 Fewer tried and tested ways of approaching them
 Creativity is a vital asset for leadership
 Business problems are usually open-ended
 Planning, organising, leading, controlling

EIB10703 : CREATIVE PROBLEM SOLVING

 How creative thinking may be used in
management
 How to make more effective use of a manager’s time
 How to improve a product’s appeal to customers
 How to improve motivation amongst staff
 How to appeal to customers’ wants and needs
 How to cut costs through more efficient/effective production methods
 How to identify new and profitable product-market opportunities
 How to get skilled and experience staff to stay with the company
without paying them excessively high salaries
EIB10703 : CREATIVE PROBLEM SOLVING
 THE IMPORTANT OF
CREATIVITY THINKING

Souces: https://www.youtube.com/watch?v=tYbA_-mAtUY

EIB10703 : CREATIVE PROBLEM SOLVING