CREATIVITY IN MANAGEMENT

ABSTRACT

This is an article of difference where creativity works wonders. All effective executives need to cultivate and inculcate creativity as it helps unbundling various tools and techniques for their survival and success at the corporate world. A few techniques that generate various solutions are dwelt at length. The stages, characteristics and tools to develop creativity are highlighted. Application of creativity in various sectors is succinctly explained. At the end the article has concluded that there is dire need for creativity for all especially for effective executives.

KEY WORDS: What is Creativity? What is Creative Personality? Stages of Creativity, Characteristics of Creativity, How to Develop Creativity? Can Creativity be Taught? Tools and Techniques for Creativity, Innovation and Exnovation, Creativity in Various Sectors & Conclusion.

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WHAT IS CREATIVITY?

Creativity is the process of creating something new and novel solutions by building relations between unrelated problems. Creativity is also the ability to build relationships from unrelated situations so as to find a novel and viable solutions for problem solving. It encourages individual to think out of the box in spotting the opportunities. It encourages at looking at the things with optimism rather pessimism. It is essential to have creativity as the competition is becoming cut-throat. There are many companies that are getting into business of offering goods and services. The companies that can provide something different and novel have the ability to build a market for themselves thereby resulting into growth and profits.

WHAT IS CREATIVE PERSONALITY?

When an individual thinks independently, creatively, innovatively and unconventionally he is said to be a creative personality. These kinds of people are curious, sensitive and always insist on the road less traveled. They always think in terms of creating their own path rather than choosing others. They can also be called as trailblazers. They believe in adventurism, gut feeling and intuition. They are, to some extent, behave like alpha leaders where they get into conclusion spontaneously with their quick thinking capacity while others think that they arrived at the conclusion without any reasoning and logic. They are highly confident and are visionaries. They do not get influenced by others easily and they maintain strong individuality.

STAGES OF CREATIVITY:

There are fundamentally five stages for developing new ideas. In the first stage of exploring, information will be gathered by asking unusual questions and by lateral thinking. In the second stage of inventing, various tips, tools and techniques are created that helps in unconventional thinking. In the third stage of selecting, various generated ideas are analyzed and the best ones are selected. In the fourth stage of implementing, the best selected and short listed one is implemented and in the fifth and final stage of evaluating, the implemented one is evaluated for feedback.

CHARACTERISTICS FOR CREATIVITY:

Below are the characteristics for Creativity.

1. Newton got an idea when an apple dropped on the ground. Many things can be learnt and many inventions transpired by mere observation.
2. Inquisitiveness is essential and it is the hallmark of creativity. Having curiosity is an indication of creativity.
3. It is essential to be sensitive to the surroundings and environment as it enhances creativity.
4. Right judgment is the quality of a creative person.
5. An independent individual who is forthright can be more creative than a dependent individual.
6. Voracious reading helps in forming creativity because of the access towards various diversified books.

HOW TO DEVELOP CREATIVITY?

• People having diversified backgrounds can have wider creativity as having knowledge in divergent and diversified areas can make them think in different directions resulting into enhanced creativity.
• Often questioning the traditional and conservative approaches can provoke unconventional thinking. Questioning initially creates discomfort to the human mind but its results are fantastic.
• Relaxed mind can create cool thinking and there is possibility of analyzing the situation in a mature and creative manner.
• When routine activities are executed in a different manner it sparks creativity because human mind gets into comfort zone as it does the same on a routine manner mechanically. For instance, if an individual follows a different track than the routine one to go to his office it does rise to creativity. Similarly when an individual goes to a new shopping mall instead of the routine then he applies more pressure to his mind and thinks smarter and sharper.
• Respond to change more positively and constructively.
• Always have inbuilt attitude to make the one rather than to follow the one.
• Ability to put smart work rather than hard work can make people think creatively.
• People must have the ability to go extra mile.
• It is essential to get out of ‘fear of failure’, ‘fear of criticism’ as these are the stumbling blocks for developing creativity.
• Always look beyond the conventional solutions. In stead of looking at the solutions generated by others it is better to create new ones.
• Usually entrepreneurs are highly creative as they look at the things in a totally different perspective. And also they have the ability to take risk and experiment by following the uncharted path.
• Passion to excel in a chosen path sparks creativity.
• ‘Adversity brings out the best’, goes the adage. When forced to the corner the human mind works the best thus sparking creativity.
• Interacting with people will make us ventilate our views and opinions as well as it provide an opportunity to listen and understand their perspectives. At times it happens that certain things come out unconsciously from our mind during the course of conversation and interaction.

CAN CREATIVITY BE TAUGHT?

Creativity is not a talent but a skill. Talents are inborn which can not be acquired but can be inherited by parents where as skills can be acquired by way of observation, reading, experience, training etc., Creativity being a skill can be acquired by various techniques like Brainstorming, Reserve Brainstorming, Synectics, Six Thinking Hats, Lateral Thinking, Guided Visualization, Delphi Technique, Creative Thinking Network, Parallel Groups, Creative Overloading, Creating Benchmarking, Creative Scenario Building, Intrapreneurship, Kaizen etc.,

TOOLS AND TECHNIQUES FOR CREATIVITY:

Here is the brief explanation of the Creative Techniques. In Brainstorming Technique, quantity of solutions is generated where the problem is thrown open. People discuss the problem and there will be no interference or intervention during the process. People express different opinions and best of the solutions would be taken as the final solution. In the Reverse Brainstorming Technique the reasons behind accepting the particular solution would be questioned and the same has to be justified. In the Delphi Technique the best of the solutions and the best points of all the solutions would be appreciated and accepted. In Synectics Technique, different and divergent elements and irrelevant elements would be joined together and it is known as group technique. In Six Thinking Hats Technique people wear different hats like white, green, yellow, black, red and blue hat with each one representing particular stage of problem solving and it was coined by Dr.Edward De Bono. The Lateral Thinking Technique was again coined by Dr. Edward De Bono where he differentiated between vertical thinking and lateral thinking. The vertical thinking helps in finding similarities in situations with reference to the environment. Where as the Lateral Thinking involves looking for solutions in abnormal directions. In Guided Visualization Technique, the images and graphics are used to express ideas or solutions to a particular problem and during this the participants are not allowed to talk except in drawing.

In Creative Thinking Network, the likeminded people come together to discuss the problem in various dimensions. It is like birds of the same feather flock together. When they come under one platform they create solutions for a specific problem. In Parallel Group Technique, two different groups work for finding out solutions and at the end the solutions are compared for implementation. In Creative Overloading Technique, the overloaded things are broken down into pieces, analyzed and looked at creatively. When an organization compares itself with the best in the industry of similar or sector then Creative Benchmarking Technique is utilized. In Creative Scenario Building Technique, the participants step into the shoes of the problem and come out with solutions. It is extension of Delphi Technique. When an organization encourages its employees as well as outsiders to come out with innovative solutions then it is called Intrapreneruship Technique. The word Kaizen has been derived from Japanese language where the improvements are effected while focusing on creativity and innovation. It is known as Kaizen Technique.

INNOVATION AND EXNOVATION:

Both innovation and exnovation are the jargon related to creativity and it is relevant to explain the same in the context of creativity. Innovation is the ability to put the created ideas into practice. All organizations are insisting on innovation for their survival. For instance, Idea Cellular always believes in innovative ideas. And its slogan itself is ‘An idea can change your life’. It always releases innovative advertisements which are very catchy and stays in the minds of the viewers. Exnovation is the ability to replace the present adopted idea with the latest better idea.

CREATIVITY IN VARIOUS SECTORS:

Creativity plays a crucial role in all sectors of business such as in the advertisement, film, pharmaceutical, automobile, telecom and so on. In the case of pharmaceutical industry, a considerable amount of percentage is earmarked for R&D so as to get patents. These days, every pharmaceutical company is looking out for the right vaccine for AIDS. If they develop new drugs and vaccines they can take up patents and can have huge profits. Innovation is the slogan in all sectors. In the automobile sector, they always look for new designs and styles and for better mileage etc., In the case of mobile manufacturing segments; they look for more features, services, styles and designs. Creativity is the root of either innovation or exnovation. It is the basis on which everything depends.

Consumers are more demanding and they want the best for the least price. Therefore, innovation is the mantra for success. The expectations and aspirations of the consumers are rising drastically due to the growing information by way of media and internet. Ultimately the ball is falling into the court of manufacturers to produce the best for the least price.

CONCLUSION:


Creativity is the key to survival and success in the corporate world. Creativity is essential in all levels of management for creating effective executives. Being creative is a state of mind where anyone and everyone can be creative.

T H E E N D