Part 1: Creativity in business
In the coming weeks, YSPN will explore creativity in two facets, first we will take a macro approach, explaining what creativity is and why it is important for businesses. In the second part we will look at how any individual can become a creative thinker.
What is Creativity?
Creativity is a concept we often come across in daily conversation. We hear of creative people, admire creative pieces of art, and listen to creative music. Yet, in spite of our almost innate understanding of what it means to be creative there is a lot of confusion about the nature of creativity.
Wertheimer suggested that creative thinking involved breaking down and restructuring our knowledge about something in order to gain new insights into its nature.
Another definition suggests that creativity is something, which occurs when we are able to organise our thoughts in such a way that it leads to a different and even better understanding of the subject or situation we are considering.
Yet another comes from Aichel Mangelo on the Internet, who along with many others suggests that ‘Being creative is seeing the same thing as everyone else but thinking of something different’.
So, why is creativity important in Business:
As different or new situations present themselves in business, problems tend to arise also; these problems often require novel solutions. Many times, it is difficult to see solutions to problems by thinking in a conventional fashion. Logical thinking takes our existing knowledge and uses rules of inference to produce new knowledge. However, because logical thinking progresses in a series of steps, each one dependent on the last, this new knowledge is merely an extension of what we know already.
The need for creative problem solving has arisen as a result of the inadequacies of logical thinking. It is a method of using imagination along with techniques which use analogies, associations and other mechanisms to help produce insights
The majority of organisations are fully aware of just how vital creativity is to their prosperity and invest considerable sums in looking for people who are able to deliver creative solutions to difficult business problems.
In part 2 we will explore the steps that can be applied in order for anyone to think more creatively.