1. Chapter 5: Entrepreneurial creativity
In the following PowerPoint slides you will find the key headings from CHAPTER 5 together with the main illustrations, tables, etc.
There are also slides summarizing the key messages in bullet-point fashion, and a wide range of activities which you can use to help students explore around these themes.
Finally there are some reflection questions which can be used as the basis for discussion or assignments.
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

2. Innovation & Entrepreneurship 3e by Bessant & Tidd
Learning Objectives
By the end of this chapter you will develop an understanding of:
• the nature of creativity and the creative process
• the many different ways in which creativity can be deployed for innovation
• the key influences on creativity and the ability to express it
• tools to facilitate creativity and develop skills in using them.
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

3. Innovation & Entrepreneurship 3e by Bessant & Tidd
Creativity
Creativity: ‘the use of imagination or original ideas to create something’
incremental and radical creativity
divergent and convergent thinking
left and right brain thinking
Remember that: Innovation is applying new things.
Entrepreneurship: finding a business model to apply new idea.
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

4. Innovation & Entrepreneurship 3e by Bessant & Tidd
Creativity
divergent and convergent thinking
left and right brain thinking
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

5. Creativity in practice
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

6. The creative process Catch an opportunity through solving a problem
 Related to awareness of something
 The sudden flash of solution is known as illumination or insight
verify whether that solution is correct or not
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

7. Cycles of divergence and convergence
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

8. Where we need creativity
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Innovation & Entrepreneurship 3e by Bessant & Tidd

9. Innovation & Entrepreneurship 3e by Bessant & Tidd
Blocks to creativity
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

10. Innovation & Entrepreneurship 3e by Bessant & Tidd
Enabling creativity
• developing thinking skills • developing personal skills • developing group level creativity
• developing the environment.
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

11. Developing thinking skills
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

12. Tools for developing thinking skills
fishbone charts, attribute listing, metaphor, lateral thinking, TRIZ, futures, levels of abstraction, SCAMPER, brainstorming, design thinking
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

13. Developing personal skills
The innovator’s DNA:
Associating
Questioning
Observing
Experimenting
Networking.
Six thinking hats and flexibility in thinking approaches
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

14. Advantages and disadvantages
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Innovation & Entrepreneurship 3e by Bessant & Tidd

15. Innovation & Entrepreneurship 3e by Bessant & Tidd
Killer phrases
• We’ve never tried that before... • We’ve always done it this way... • The boss won’t like it... • We don’t have the time for that... • It’s too expensive... • You can’t do that here... • We’re not that kind of organization...
• That’s a brave suggestion... • Etc.,etc.
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

16. Tools for systematic creativity
There are a variety of approaches including policy deployment, six sigma, process mapping. Details of these and activities to practice using them are available on the Portal.
Video clips describing such approaches include Torbay Hospital, Veeder Root and Emma Taylor, Denso Systems
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

17. Innovation & Entrepreneurship 3e by Bessant & Tidd
Summary
The dictionary defines creativity as ‘the use of imagination or original ideas to create something’; in practice, we can see it as the ability to produce work that is both novel and useful.
It is a combination of thinking skills including associating, pattern recognition and divergent and convergent thinking. Its application can range from incremental to radical, from simple problem-solving to breakthrough insights.
An important area for developing creativity is in high-involvement systems designed to engage ‘ordinary’ employees in the process of contributing ideas.
Although often portrayed as a flash of inspiration, creativity actually follows a process of recognition/preparation, incubation, insight and validation/refinement.
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

18. Innovation & Entrepreneurship 3e by Bessant & Tidd
Summary
Everyone is naturally capable of creative thinking but there are differences in the ways people prefer to express their creativity (creative style) and differences associated with personality and prior experience.
Developing creativity is less about injecting something new than in creating enabling conditions to support a natural process. At the individual level, thinking skills can be enhanced through the use of techniques aimed at developing new ways of dealing with the core process.
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

19. Innovation & Entrepreneurship 3e by Bessant & Tidd
Summary
Group level creativity recognizes the potential of diversity and interaction and tools to support this include those which enable ‘creative collisions’. Brainstorming is the best known but there are many others; developments in information technology provide new ways of bringing groups together.
Building an environment to support creativity includes paying attention to factors like physical space, time and ‘permission’, reward and recognition, establishing a process and training and skills development.
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd

20. Innovation & Entrepreneurship 3e by Bessant & Tidd
Discussion questions
‘You have to be a genius like Einstein or Leonardo da Vinci to be creative’. Is this true?
You’ve been appointed to help an organization develop its creative capability amongst the workforce. How would you go about doing this?
Creativity is more than just a light bulb flash of inspiration. How could you use a process view of creativity to support and enhance this capability in an organization?
An entrepreneur friend has complained to you about being stuck for new ideas to help grow her business. How could you use ideas about enhancing and developing creativity to offer some advice?
©2015 John Wiley and Sons
Innovation & Entrepreneurship 3e by Bessant & Tidd