Add creativity to your decision process

Add Creativity To Decision Process

Group 3 – Transformers

Creativity Innovation Need of innovation Factors affecting creativity Creative problem solving process Integrating creativity into decision process Rules to facilitate creativity Creativity measurement tools Greatest innovator Queries

Outline

Think out of the box Break established patterns Experimenting Making mistakes Risk taking ability Contagious Motivation Improves by practice

Creativity

…..intrinsic capacity or act of conceiving

something original or new.

Innovation is the spark that makes good companies great

Innovation is the creativity that adds value

Corporate behavior that’s comfortable with new ideas, risk, change and even failure

Innovation is doing new things Creativity is thinking up new things

Innovation…Innovation is simply implementation of something new

…Invention..creating of something that has never been made before and is recognized as the product of some unique insight.

Exhaustive downsizing Saturated reengineering Fierce competition Shorter life cycle of products Enhanced dynamics of market Diminishing returns Scarcity of resources High expectation of consumers

Need Of Innovation

The answer is NO

The challenge is to create an environment that will bring out the creativity of everyone.

Ex- 3M corporation 15% rule

Is Creativity A In-Born Personality Trait???

Amabile’s research identified some factors which stimulates creativity

1. Freedom2. Positive challenge3. Supervisory encouragement4. Work group supports5. Organizational encouragement6. Sufficient resources7. Facilitation and sharing of ideas

Environmental Stimulants to Creativity

Synectics corporation identified some factors which inhibits creative process

1. Competition rather than cooperation2. Lack of cross functional support3. Unwillingness to change4. Excessive workload5. Power centralization6. Newtonian Mechanical model7. Past education

Impediments to Creativity

Stresses on conformity rather than creativity Apathy for creative subjects Competitive grading system Outdated textbooks Teacher’s method of changing student behavior were:

Pain, Fear, Anxiety, Humiliation, Embarrassment and Physical discomfort

Bottle Neck –Traditional Education System

Creative Problem Solving Process

Vision Goals Situation analysis

◦  Macro ◦  Micro

Opportunities, Problems Alternative solutions Resources required Evaluation of alternatives Selection Action plan Implementation Measure Results

Integrating Creativity into Current Decision Process

Identify goal, wish or challenge

Gather Data

Clarify Problem

Generate Ideas

Select & Strengthen solution

Plan for action

Contd..

KUCHH NAISCOTCH WHISKY

Vision- To make brand “KUCHH NAI” No.1 in wine and spirits industry all over India

Goal- To increase the penetration of the product by creating a innovative marketing strategy

Situation Analysis-

1. Macro: PEST analysis Political: Different states, different regulations Economical: In direct propotion to recession Social: No more taboo Technological: Adoption of updated means

2. Micro: Whom to target? What will be the product line? Where to find workforce?

Opportunity & Problem-

1. Advertising the product in strictly regulated market2. Lobbying with govt. officials3. Check pilferage

Alternate Solutions-(Brainstorming)

1. Launch “KUCHH NAI” cigarettes2. Buy an IPL team3. Host “KUCHH NAI” award function4. Launch “KUCHH NAI” juices and shakes5. Keep initially prices very low6. Distribute free samples7. Appoint brand ambassadors8. Free offers, Ex- 1+1 or 2 glass

Resources- Capital, Strategy, Workforce, Land and Entrepreneur

Evaluation-

1. Launch “KUCHH NAI” cigarettes-102. Buy an IPL team-83. Host “KUCHH NAI” award function-64. Launch “KUCHH NAI” juices and shakes-95. Keep initially prices very low-76. Distribute free samples-67. Appoint brand ambassadors-58. Free offers, Ex- 1+1 or 2 glass-9

Selection-1. Launch “KUCHH NAI” cigarettes2. Launch “KUCHH NAI” juices and shakes3. Free offers, Ex- 1+1 or Buy 2 glass4. Buy an IPL team

Action & Implementation -1. Initially “KUCHH NAI” juices and shakes will be launched along

with “KUCHH NAI” scotch and whisky2. Followed by “KUCHH NAI” cigarettes.3. After 3-4 months, free offers will be provided4. IPL team will be bought at last, constraint to profit

Result

Osborn Parnes model stresses critical rules for each divergent stage:

Withholding judgment Judging shuts down idea generation. It requires understanding of

the functions performed by 3 section of brain.

1. Outer layer: Neo-cortex2. Middle layer: Limbic system3. Inner-most layer: Reptilian or brain stem The neo-cortex controls thinking, speaking, and problem solving.

Creativity occurs at this outer level. Because judging is a threat, the brain shifts from the neo-cortex, through the limbic, to the brain stem to assure social-psychological survival. This shift shuts down the creative process

Rules to Facilitate Creativity

Freewheeling The process should be freewheeling to take the participants

past the mental conformity blocks that they have learned in school or prior experience. Freewheeling means it's all right to be off the wall

High quantity of ideas The significance of high quantity of ideas is like mining for gold:

you need to dig a lot of dirt to find a nugget. Experiments have shown that the last ideas, the ones beyond the mental blocks and into the subconscious, are the highest quality ideas

Hitchhiking Hitchhiking creates ideas that combine the best ideas of

everyone in the team. It can also help during implementation if all members see a piece of their idea in the final solution

Contd..

Allow mistakes Mistakes are acceptable if they are based on solid

thinking, enhance learning of what will not work, and are caught early before the damage is severe

Teamwork Creative problem solving sessions require teamwork

among individuals who have different thinking styles because of their training and experiences. Effective teaming requires that each member understand his or her style and the styles of others on the team

Contd..

Myers-Briggs Type Indicator (MBTI) It places individuals along four dimensions:

Extroversion-Introversion, Sensing-Intuition, Thinking-Feeling, and Judging-Perceptive.

Kirton Adaptor-Innovator (KAI) Inventory It measures preferred styles for problem solving. The

Adaptor prefers to be creative within the present system. The Innovator wants to create new definitions of the problem and new systems.

Creativity Measurement Tools

Greatest Innovator Thomas Edison

Creativity facilitates positive relationships in organization to produce profitable growth through innovation

Creativity can be developed, given the proper environment

Creative problem solving process wide applicability in decision making process

Creativity abolishes Newtonian mechanistic model that stresses cause and effects

Concluding Remarks..