Does creativity mean more Innovation?


Does Creativity means more innovation?

I run sessions of innovation for businesses and corporate. I often get feedback from disappointed attendees about not having enough discussions about creativity. So I started to realise that many of them directly associate creativity with innovation.

To be honest, I was the same a couple of years ago. I related more creativity directly to more innovation. It is true that innovations is caused by creativity however, the importance of creativity is certainly overrated. There are many examples of creative companies that are NOT innovative.

I mean they are in creative business, for example advertising agencies or music studios, but the way they do business is same as at least 25 years ago. Their business model, customer processing, revenue stream model and structure haven't changed a bit. So, being creative doesn’t lead to innovation automatically. Innovation should solve a specific problem and improves a product or process to a better or faster way.

Creativity is only one component of innovation, of course some may argue it is the most important one, but it is not enough. If we talk about cultivating innovation in any organisation, adding more creative people do not make it happen and suddenly turns a company to a more innovative one.

There are many tools these days to categorize people to Creative and non-creative ones! Which I find useless in terms of business innovation. In fact we need a combination of all different sort of people in our innovation team and exclusion of some non-creative individuals won’t help it any better.

Innovation in business is a result of right promotion of series of elements. First it needs setting objectives, understanding them and setting frameworks for innovation in the organisation.

Generating and selecting ideas, analyzing and risk management are the next parts of innovation process.

This is an ongoing process which should be facilitated by a team leader(s) and as you can see, we need plenty of analytical thinking in this course of actions.

Next time think twice when someone try to emphasise the importance of creativity. The fact is in innovation process we need all sort of people and all skills and experiences are important.

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