Chapter 5: ý Barriers to
Creativity |
Contents:
|
5.1 Commonly Identified Barriers
 |
5.1 Commonly
Identified Barriers
What
is it that keeps children, teen‑agers, or adults from
exercising their creative potential? What is it about
ourselves, about the way we think and feel, the way we live,
the way we relate with other people and to the things that
surround us?
Fundamentally,
each individual must figure out what barriers to creative
expression exist within him or herself. We all need to
discover whether those barriers are internal or external and
which are real or imagined. Many barriers are self imposed.
If we assume that we are incapable of some task for some
reason or another, we will most likely not attempt it. Many
children in schools, for example, who are convinced they
will fail, for any of a myriad of reasons, will not try.
And, just as we make negative assumptions about ourselves,
we make negative assumptions about others. This becomes a
dangerous indictment if one is in a position of influence
over others, particularly a teacher. In schools we have a
tendency to classify students on a continuum from most
capable to least capable. The expectations we have of others
are usually the ones they'll live up to.
Barriers to utilizing creative potential can be categorized
into historical, biological, physiological, sociological,
and psychological barriers.
Historical
Barriers
 |
5.1.1 Historical Barriers
In
the historical sense,
the following examples might give reason for an
individual or a society not to attempt the new, to
seek another solution, to find a better way. From
the ancient Greeks, for example, there was
Plato maintaining that history repeats itself.
He wrote so convincingly of the circles of
civilizations repeating themselves that to many it
has seemed futile to attempt any changes. Plato's
concept would have us be totally fatalistic and
powerless as individuals and as societies.
These are but a few examples of historical
significance to illustrate external dominance over
human thought. It is technological advances, in the
recent past and in the present that leave average
people feeling that they have little, if any,
control over their own lives. |
Biological Barriers |
5.1.2 Biological Barriers
From a biological point of view, some scholars
insist that creative ability is a hereditary trait,
while others maintain that environment is the major
factor. Inherited genes do play a role within the
measures of any kinds of intelligence; but too
often, in the case of creative intelligence,
heredity seems to be more excuse than actual fact. |
Physiological
Barriers
 |
5.1.3 Physiological Barriers
Physiological barriers can exist through types
of brain damage one might incur through disease, or
accident. Or one might have a physical
disability of some sort that prevents certain types
of productivity. Yet, John Milton was blind
and Beethoven was deaf... |
Sociological
Barriers
 |
5.1.4 Sociological Barriers
Most certainly our social environment affects
our creative expression. A society is comprised
of individuals organized in some manner for the
protection and, supposedly, the advancement of its
individual members. Problems arise when the
organization takes on a life of its own and is
responsible for dehumanizing its members, making
them feel individually insignificant. A society
shares a set of morals and traditions and is
characterized by collective activities,
interests, and behaviours. Often an individual
member feels that it is immoral to deviate from the
norm, to appear to differ with the written and
unwritten laws of his or her particular group.
Whether the society is a nation or a street gang,
deviations of behaviour from the group's established
patterns can evoke punishments or exclusion.
Therefore, unique behaviour, suggested change, and
the like, are considered subversive and threaten the
stability and security that others derive from group
affiliation.
History has demonstrated that when the individual
loses a sense of power over his or her own life,
a society is ripe for a leader with a dominant
personality who advocates group norms and the need
to protect those norms. Such appeals to "groupness"
and the group's right to sustain itself have been
obvious, for example, in Nazi Germany, Communist
China, and several African nations.
Also,
within a particular sociological setting,
whether it is a family, a school, a bridge club, a
ball team, there are class systems, designed to keep
people in their place, on such bases as age, sex,
appearance, ability, background, seniority,
right‑handedness, and so on.
Social
environment is a major factor in our ability to use
our creative potential and to express our own
uniqueness.
Creative expression involves personal risk. Negative
reactions to our expressions from our own group can
cause us to experience even less self‑significance.
Often an individual will retreat in order to feel
accepted. The implications here are strong for those
who attempt to evoke creative behaviour through
teaching. |
Psychological
Barriers

A) self-Imposed
Barriers
b) Conformity or
Giving The Answer Expected
c) Lack of effort In
Challenging the Obvious
d) Evaluating Too
Quickly
e) Fear of Looking
Like a Fool |
5.1.5 Psychological Barriers
Given the foregoing categories of barriers to
creative productivity ‑ historical, biological,
physiological, and sociological ‑ by far the most
signifcant and prevalent barriers are psychological.
Therefore, they are the ones that demand the
most attention from teachers of creative behavior.
If we define a barrier as a factor that impedes
progress or restricts free movement and give that
definition a psychological application, then we are
talking about the heart of the teaching profession:
What are those elements that impede growth and
development and how can they be eliminated or, at
least, reduced?
The
categories of barriers
that have been discussed thus far are, by and large,
external factors. They are imposed, for the most
part, by forces outside us. Many of them serve
well for those who would find reason for not being
productive. Some people, in fact, convince
themselves that external forces will never allow
them to exercise creativity. This in itself is a
psychological barrier.
There are a number of
psychological
barriers which get in the way of the analytical
and creative
managers. The more important are:
Self‑imposed barriers;
Patterns, or one unique answer;
Conformity;
Not challenging the obvious;
Evaluating too quickly;
Fear of looking a fool.
These are discussed below.
A) Self-Imposed Barriers
The self‑imposed barrier is one of the more
difficult barriers to recognise. We put it up
ourselves, either consciously or unconsciously.
B)
Conformity or Giving the Answer Expected
The barrier of conformity follows the previous
barrier in the sense that many managers feel they
have to conform to the patterns established by their
colleagues in the organisation in which they work.
C)
Lack of Effort in Challenging the Obvious
Another barrier is the lack of effort in challenging
the obvious solution. This barrier is, in fact,
two barriers rolled into one. When faced with
problems, there is a tendency to go for the obvious
answer, which is accepted without question. Maybe,
we're just happy to have found an answer to the
problem, at all Secondly, having an answer we
avoid challenging it, even
though
there may be other and better answers. There is an
old problem‑solving technique which suggests that
whenever an answer to a problem has been found, the
answer and the problem are put on one side for a
day, or so. The answer is then challenged to test
whether it is the right answer. More often than not,
a period of conscious or unconscious thinking allows
other answers to be found. These may be better, or
at least may cast doubts on the original solution.
In general,
managers tend to avoid following through ideas and
suggestions which depart from the accepted state of
affairs. The phrase, 'Why don't we ...?' is
frequently answered in a negative way by working out
the reasons why it cannot be done, or it would not
work. For example, when we have to undertake a task
which we do not very much like doing, we tend to
'put off the evil day', giving reasons why it
would be better or more appropriate to tackle it at
another time. If only we would buckle down and do
it, the job would be completed in far less time than
the time we spend finding excuses for not doing it!
An extreme statement of this barrier
‑ lack of effort in challenging the obvious ‑ is a
response known as the automatic no'. Any new idea
is automatically rejected, almost without
consideration. The reason for the rejection may
be that the new idea came from a junior, a peer
or even someone outside the department or section.
The rejecter has feelings of anger or jealousy at
not thinking of the idea himself, and therefore
rejects it out of hand.
D) Evaluating Too Quickly
This barrier ‑ evaluating too quickly ‑ is not an
easy one to remove. Everybody has a well
developed capability of evaluating ideas, and this
is applied almost instinctively when ideas are put
forward. As with the ‘automatic no' response, we
tend to analyse and too often reject ideas which are
slightly offbeat or new:
'that's silly', 'that won't work' or 'we tried it
last year and it didn't work
are common phrases. The idea is then buried and a
chance has been lost to develop new approaches.
One way of understanding this barrier is to look at
your hands.
If the left hand represents idea production and the
right hand represents idea evaluation, the two hands
are not separate as in real life but are linked and
linked very tightly indeed. So much so, that an
idea produced is immediately evaluated and possibly
killed, e.g. by the phrase, 'that won't work'.
Success in creative thinking demands
that the two linked hands should be separated, and
that the right hand (idea evaluation) should be put
on one side, for the moment. All ideas are
acceptable in a creative situation, regardless of
their quality. They may be good, bad, useful,
useless, and illegal ‑ it doesn't matter, for in a
creative session all ideas are acceptable.
Subsequently, the evaluation hand is brought back
and at that stage a strange thing happens. Some of
the ideas, which would have originally been
dismissed out of hand, are looked at afresh,
possibly with the comment: 'Wait a minute, there may
be something in that idea after all'. The ideas are
given a chance to develop and not rejected too
quickly. While the original idea may be silly or
useless, it may lead onto other ideas which are
readily applicable. So evaluation has no part to
play in a creative situation, and all ideas, however
wild or silly are accepted. Later, at the end of the
session one or two really wild ideas are examined
afresh.
Linked to this barrier, is the phrase, 'suspend
judgment'. In the creative situation no
evaluation or judgement is allowed, either of other
people's ideas or your own. Judgment is suspended
until later and all ideas are accepted.
E) Fear of Looking Like a Fool
Fear of looking like a fool is the biggest
barrier of all and the most difficult to remove.
It is one of the oldest barriers in that it starts
very early in life. The imagination and creativity
injected into games played by very young children
generate much laughter and enjoyment. Unfortunately,
the laughter can be turned against an individual who
then begins to say, 'they are laughing at
me'.
Nobody likes being laughed at and, as a consequence,
as we grow up we tend to avoid putting forward the
silly or wild ideas, in case we are
laughed at,
or thought foolish. Another phrase applicable in
creative situation is 'laugh with, not at, the
wild ideas'.
This
barrier is heightened
when managers from different levels in the
organisation are working together to solve problems.
The most junior member of the team will not put
forward wild ideas in case his seniors regard him as
a fool. He does not want to destroy his promotion
chances and therefore, sticks with well‑tried (i.e.,
analytical) routines. At the other end of the scale,
the most senior manager seeks to protect the image
he has built for himself. He says, 'I don't want
to confirm junior in his opinion that I'm a silly
old fool'. As a consequence, he does not propose
any wild ideas either.
This barrier has another aspect.
Managers do not like going against universally
accepted views, particularly when these are stated
by prominent or notable people. There is a risk of
being wrong, particularly if the new idea is
radically different from common practice. Examples
of this aspect abound in history, and are still
found today. This aspect is also particularly strong
when technological advance is present, and new
skills
are
required to replace existing. Examples of this
aspect
are:
-
A cast-iron plough,
invented in 1797, was rejected by New Jersey
farmers who said that it would stimulate the
weeds and poison the plants;
-
The patent for a radio valve lapsed in 1907
as no one could find a use for it;
-
In 1906, a scientist,
Simon Newcomb, said that
flying
was quite impossible;
-
President Truman
was said to have been advised by
Admiral
Leahy that, 'Atomic bombs won't go off,
and I speak as an explosives expert';
-
The railway builders in the early nineteenth
century were advised that speeds of 50
m.p.h. would cause nose bleeds, and that trains
could not go through tunnels because people
would be asphyxiated;
-
Brunel, building the
SS
'Great Britain',
now restored in dry dock in Bristol, was advised
that, 'iron ships won't float'. So unsure
were the builders of the efficiency of boilers
and propellers that they included sails as well;
-
In 1933,
Lord Rutherford said, 'The energy
produced by breaking down the atom is a poor
kind of a thing. Anyone who expects a source
of power from transformation of these atoms is
talking moonshine';
-
In 1957,
the Astronomer Royal, Sir Harold Spencer
Jones, commenting on the news of the first
satellite, said that generations would pass
before man landed on the moon, and that even if
he did succeed, he would have precious little
chance of getting back.
Statements
like these made by eminent people,
who really ought to know better, discourage others
from trying new and unusual ideas. Fortunately
creative people are prepared to take risks ‑ it
is they who lead the way into new technologies and
procedures. They are not discouraged by criticism
and, of course, are rightly acclaimed later when
their ideas are found to be sound and workable.
Fear of looking foolish, or being proved wrong,
is a powerful barrier for the analytical
and creative manager.
As has been suggested earlier, barriers have no
place in a creative session
and behavior,
and should be left outside the room. |
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5.2
Thinking, Problem Solving and Creativity: An Overview
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5.2 Thinking,
Problem Solving and Creativity: An Overview
A review of the literature on thinking and problem-solving
reveals a variety of theoretical orientations and a whole
host of experimental investigations. To sift through this
mass of data is a separate task in and of itself.
Consequently, we shall focus on one specific aspect of the
thinking-problem-solving dimension. This is the area
referred to as creativity or creative problem-solving.
In order to orient ourselves,
we must briefly consider the semantics of the word. At
present, investigations
reveal the existence of some 50 or 60 definitions and the
list is expanding every day. Sternberg examined the
many definitions which have been offered, and classified
them into six major groups or classes. These groupings are
not mutually exclusive since each definition may contain
elements which fall into different classes. The class into
which a definition was placed was determined by the main
theme of the definition.
The
first class of definitions
will be labeled “Gestalt” or “Perception” type
definitions wherein the major emphasis is upon the
recombination of ideas or the restructuring of a
“Gestalt”. Certainly, Wertheimer’s definition
that creativity is the “process of destroying one gestalt in
favor of a better one” belongs in this category. So also the
definition of keep that it is “the intersection of two ideas
for the first time” and Duhrssen’s notion that it is
the “translation of knowledge and ideas into a new form”
belongs in this category.
The
second class of definitions
may be called “end product” or “innovation”
oriented definitions. A representative member of this class
is Stein’s definition that “Creativity is that
process which results in a novel work that is accepted as
tenable or useful or satisfying by a group at some point in
time”. Even Webster’s dictionary is oriented in this
direction for “to create” is defined as “To bring into
being”, “To produce as a work of thought or imagination”.
Harmon prefers to speak of it as “Any process by
which something new is produced – an idea or an object,
including a new form or arrangement of old elements”.
A third
class of definitions
can be
characterized as “Aesthetic” or “Expressive”.
The major emphasis here is upon self-expression. The basic
idea seems to be that one has a need to express himself in a
manner which is unique to him. Any such expression is deemed
to be creative. Hence we have Lee’s definition that “The
creative process can be defined as ability to think in
uncharted waters without influence from conventions set up
by past practices.” In this vein, he offers that “The
creative process is the person, the creator, working through
his creation”. Northrop sees the essence of
creativity as being the "decision to do something when
you are irritated". Thurstone thinks of it in
terms of problem sensitization and Ghiselin defines
it as “The process of change, of development, of evolution,
in the organization of subjective life”.
A fourth
class of definitions
can be characterized as “psychoanalytic” or
“dynamic”. In this group, we find creativity defined in
terms of certain interactional strength ratios of the id,
ego and superego. In this respect, Bellak assumes
that all forms of creativity are permanent operant variables
of personality and he subscribes to the notion that to be
creative, the ego must regress in order for preconscious or
unconscious material to emerge. Leading proponents of this
type of definition are Anderson, Kris and Kubie.
A fifth
class of definitions
can be grouped under the classification of “Solution
Thinking”. Here, the emphasis is upon the thinking
process itself rather than upon the actual solution of the
problem. Spearman, for instance, defines creativity in terms
of correlates. That is, creativity is present or occurs
whenever the mind can see the relationship between two items
in such a way as to generate a third item. Guilford on the
other hand, defines creativity in terms of a very large
number of intellectual factors. The most important of
these factors are the discovery factors and the
divergent-thinking factors. The discovery factors are
defined as the “ability to develop information out of what
is given by stimulation.” The divergent thinking factors
relate to one’s ability to go off in different directions
when faced with a problem. This is similar to Dunker’s
notion that in order to solve a problem one often must move
tangentially from common types of solution. Other proponents
of this class of definitions are Poincare and Wallas.
The
sixth and last class of definitions
is labeled “Varia” simply because there is no easy
way of characterizing them. There is, for instance,
Rand’s definition that creativity is the “addition to
the existing stored knowledge of mankind”. Lowenfeld
speaks of it as the result of our subjective
relationship with man and environment. Porsche sees
it as the integration of facts, impressions, or feelings
into a new form. Read feels that it is that quality of the
mind which allows an individual to juggle scraps of
knowledge until they fall into new and more useful patterns
and Shepard speaks of it as a destructive process
much like Wertheimer when he spoke of creativity in terms of
destroying one Gestalt in favor of another. |
5.3 Integration and Conclusions: Creating a
Field of Creativity |
5.3 Integration
and Conclusions: Creating a Field of Creativity
Psychologists discussed creativity in many different ways.
Different levels of analysis were used to address the
concepts; within levels, different components were put
forth; and even when similar components were discussed,
differences were seen in how these components were defined
and how crucial they were claimed to be for the larger
concept of creativity. Given these differences, which are as
varied as creative expression itself, one might ask if there
is any consensus whatsoever, if we know anything at all
about creativity, or if it is even a useful concept for
scientific theory and research. Our response, parallel to
those of the preceding authors, is that despite the
differences, there exist major areas of agreement, and
although many refinements are necessary, creativity is an
essential concept for psychology and holds enormous
potential for scientific investigation.
What we shall attempt to provide,
therefore, is a consensual summary of these many varied
explanations of creativity, listing the major agreements and
highlighting some of the more controversial issues. The
organization of this summary will follow Stein's
general approach to dissecting the problem of creativity.
That is, views of creative processes, persons, products, and
places (problem domains and socially organized fields of
enterprise) will be discussed in detail.
Creative Processes
 |
5.3.1 Creative Processes
In general,
psychologists have viewed creativity as a process
existing in a single person at a particular point in
time. Some other authors, however, present a new
alternative to this view. Csikszentinilialyi,
Gardner, Gruber and Davis, and Hennessey and Amabile
represent the new view and discuss creativity as
existing in the larger system of social networks,
problem domains, and fields of enterprise, such
that the individual who produces products that are
judged to be creative is only one of many necessary
parts. This systems view of creative processes does
not preclude the individual view, however. Rather,
it provides additional insights regarding creative
persons and products and their function in society
as a whole. Our initial focus, therefore, will be to
outline some understandings of the process within
the individual before going on to the systems
approach.
By far the greatest amount of agreement is with the
statement that creativity takes time.
In fact, some authors believe that the very nature
of creativity depends on the time constraints
involved and the opportunity to revise, or
nurture, the outcomes once produced. Although
not all theorists emphasize time to the same extent,
the creative process is not generally considered to
be something that occurs in an instant with a single
flash of insight, even though insights may occur.
Instead of focusing on instantaneous insights,
then, Barron and Torrance compare the
process of creativity to procreation and emphasize
the long gestation period that is required after the
initial conception of an idea. Another process to
which creativity has been compared (which also
emphasizes time) is the more general and even
lengthier process of evolution, in which the
surviving products are determined through natural
selection from a multitude of random variations.
Barron, Csikszentiniilialyi, Gardner, Gruber and
Davis, Perkins, Sternberg, and Walberg all suggest
that creative processes involve an active search for
gaps in existing knowledge, problem finding,
or consciously attempting to break through the
existing boundaries and limitations in one's field.
On the other hand, Feldman, Johnson‑Laird,
Langley and Jones, Simonton, and Taylor suggest
that creative products are outcomes of random
variations at either the generative or selection
stage in creative processes. A further alternative,
intermediate between chance‑dependent and completely
intentional processes, is an approach that is also
taken by several of the authors. Specifically,
creative processes may be seen as initiating from a
previous failure to find explanations for phenomena
or to incorporate new ideas into existing knowledge,
or form a general drive toward self‑organization
through the reduction of chaos.
In addition to asking about origins,
one might also ask about differences between the
products of creative processes. Does the particular
product or the domain in which creativity occurs
affect the process itself, just as different
children or different species may develop at
different rates and perhaps go through unique series
of stages? Although several authors claim that
creativity is domain‑specific, there are some claims
for universals in creativity, as there are for
development and evolution. Thus, several general
characteristics of creative thinking, regardless of
domain, have been proposed.
For example,
creative thought processes, regardless of the
problem on which they are focused, are claimed to
involve the following: transformations of the
external world and internal representations by
forming analogies and bridging conceptual gaps;
constant redefinitions of problems; applying
recurring themes and recognizing patterns and images
of wide scope to make the new familiar and the old
new and nonverbal modes of thinking.
In addition to time requirements,
some element akin to insight, and the generality of
processes across domains, a further issue on which
several authors agree is that different levels of
creative expression may occur. Although not all
authors have addressed the levels issue explicitly,
the general belief is that the processes responsible
for varying levels of creativity may differ, if not
in kind, at least in degree; see Feldman for
a more detailed discussion. Thus, both within a
domain and within the same individual at different
points in time, there may be differences with
respect to the amount of creative processing in
which individuals engage. Einstein, in this
view, may have attained a high level of creativity,
or often have engaged creative thought processes,
whereas a less influential scientist in his time may
not have achieved such a high level, or simply did
not apply creative processes to the same extent that
Einstein did. Different levels of creativity
may exist, therefore, in an analogous fashion to the
idea that species differ in their complexity along
the phylogenetic scale. However, this issue of
levels brings up yet another area of controversy:
the availability and accessibility of creative
processes, both between and within individuals.
First,
let us address the availability question, as it
pertains to different individuals. Creativity,
according to some authors, occurs only in special
individuals (the Edisons, Einsteins, Freuds,
Mozarts, and Picassos of the world) at rare
moments in time. Other authors believe creativity to
be a much more normative process, available to every
thinking instrument ‑ adult expert, growing child,
or programmed computer. Thus, creative processes can
be trained and improved, as far as Langley and
Jones, Schank, Taylor, and Torrance are concerned,
because their concept of creativity is in line with
this latter, “available‑to‑everyone” view.
Training is not an easy matter, however, according
to the theories of authors such as Barron,
Csikszentmilialyi, Gruber and Davis, and Hennessey
and Amabile, who maintain that creativity is
achieved only when the “right” combination of
particular problems, skills, individual, and social
milieu comes together.
Finally,
there is controversy over the accessibility of
creative processes within individuals.
Disagreement on the accessibility issue ensues
when the role of the unconscious and semiconscious
elements in creative processing are brought up. As
with insight, the expression of the unconscious is
sometimes conceived of as the key to creativity
(Feldman; Torrance). Thus, creativity, according to
these authors, is accessible only by bringing
unconscious elements into conscious awareness. In
other views, however, the role of the unconscious
and the question of accessibility are ignored
completely. Once again, the consensus lies in
between, with unconscious elements existing and
being important for creativity, but not the essence
of creative thought processes. Langley and Jones,
for instance, provide a particularly interesting
discussion of the unconscious in the
memory‑activation processes. In the Langley and
Jones proposal, the memories relevant to a creative
insight are not accessible until just the right cue
activates them. Thus, they propose that such
unconscious processes are involved in, but are not
central or unique to, creativity.
The issues addressed when one considers creative
processes,
therefore, include the following: the time required
for such processes; the role of insight and the
sparks that set off creative thinking; how closely
processes are tied to their products; general
characteristics of creative thought across different
domains; levels of creative processing; the need for
the products of such processes to be unique in order
for them to be labelled as creative; and how
accessible and controllable the processes are in
conscious awareness. |
Creative Persons
 |
5.3.2 Creative Persons
Descriptions of the creative person typically fall
into three general categories:
cognitive characteristics; personality and
motivational qualities; special events or
experiences during one's development. We shall
discuss each category in turn.
It is generally acknowledged that people are
creative within particular domains of endeavor,
even though people who are creative in different
domains may share common traits. Thus, one may be a
creative biologist, but a very uncreative novelist,
or vice versa. This is a curious statement, given
that when the issue of domain specificity occurs in
discussions of creative processes, much less
agreement ensues. Nonetheless, domain specificity is
a major consideration when describing creative
persons, and it goes along with other
characteristics such as using one's existing
knowledge in the domain as a base to create new
ideas, being alert to novelty, and finding gaps in
domain knowledge. Although, it is generally agreed
that creative individuals are creative within
limited domains, various explanations have been
offered for why individuals differ in their
propensities toward and abilities in their domains
of specialty. Csikszentinitialyi, Gardner, Perkins,
and Walberg, for instance, attribute such
specificities to inborn sensitivities to particular
types of information or modes of operation. Gardner
and Gruber and Davis, however, discuss unique
combinations of intelligences, whereas Walberg
emphasizes highly practiced skills as a factor.
A list of cognitive characteristics
that are shared by creative people, regardless of
domain, can be grouped into three sets: traits,
abilities, and processing styles that creative
individuals use and possess.
First,
there are the four traits that are commonly said to
be associated with creative individuals: relatively
high intelligence, originality, articulateness and
verbal fluency, and a good imagination. The next
set of characteristics that have been
used by creative persons includes the following
cognitive abilities:
the ability to think metaphorically, flexibility and
skill in making decisions, independence of judgment,
coping well with novelty, logical thinking skills,
internal visualization, the ability to escape
perceptual sets and entrenchment in particular ways
of thinking, and finding order in chaos. Finally,
creative people may also be characterized by the way
in which they approach problems (i.e., style); some
of the most commonly mentioned processing styles
include using wide categories and images of wide
scope, a preference for nonverbal communication,
building new structures rather than using existing
structures, questioning norms and assumptions in
their domain (asking “Why?”), being alert to novelty
and gaps in knowledge, and using their existing
knowledge as a base for new ideas.
The one characteristic that seems to prevail among
creative people,
however, is what seems almost to be an aesthetic
ability that allows such individuals to recognize
“good” problems in their field and apply themselves
to these problems while ignoring others (Perkins;
Stemberg; Walberg). What accounts for
this sense of aesthetic taste and judgment? Perhaps
it is some combination of the foregoing
characteristics, perhaps it is better explained by
the personality or motivational characteristics to
be presented next, or maybe it is a separate factor
altogether. Whatever the particular explanation,
this aesthetic sense is clearly a pervasive feature
of creative persons and one that is worthy of
greater study, not just in the arts, in which we
think of aesthetics as being of primary importance,
but in a variety of domains, including scientific
areas, in which we do not usually think of
aesthetics as playing an important role, at least
when investigated superficially.
As with the cognitive characteristics,
there is no one personality or motivational
characteristic that is useful for attaching the
label ‑creative‑ to a particular person. Rather,
creative personalities are composed of a
constellation of many characteristics, some of which
may be present in one creative individual, but not
in another, and thus mentioned by some authors, but
not others. The most commonly mentioned
characteristics include a willingness to confront
hostility and take intellectual risks, perseverance,
a proclivity to curiosity and inquisitiveness, being
open to new experiences and growth, a driving
absorption, discipline and commitment to one's work,
high intrinsic motivation, being task‑focused, a
certain freedom of spirit that rejects limits
imposed by others, a high degree of
self‑organization such that these individuals set
their own rules rather than follow those set by
others, and a need for competence in meeting optimal
challenges; though often withdrawn, reflective, and
internally preoccupied, creative individuals are
also said to have impact on the people who surround
them.
Additional characteristics
that were mentioned less often yet are still
considered to be important features of creative
personalities, were tolerance for ambiguity, a
broad
range of interests, a tendency to play with ideas,
valuing originality and creativity,
unconventionality in behaviour, experiencing deep
emotions, intuitiveness, seeking interesting
situations, opportunism, and some degree of conflict
between self‑criticism and self‑confidence.
In addition
to the conflict between criticism and confidence,
there appears to be a conflict or paradox between
socially withdrawn and socially integrated
tendencies; at least this appears to be the case
when we consider the comments from those authors who
discussed how creativity and creative individuals
function in social environments. For instance, it
was mentioned previously that creative people have
impact on others in their immediate surroundings.
However, Feldman and Gardner, both suggest
that what distinguishes creative individuals is
their lack of fit to their environment. Similarly,
others have discussed creative people's need to
maintain distance from their peers, an avoidance of
interpersonal contact, and resistance to societal
demands. Back on the other side, it has also been
proposed that creative individuals have a drive for
accomplishment and recognition, a need to form
alliances, desire attention, praise, and support,
are charismatic, display honesty and courageousness,
are emotionally expressive, and are generally
ethical, empathetic, and sensitive to the needs of
others. The conflict between social isolation and
integration, then, is yet another issue that would
be brought into clearer focus if investigated
directly.
The final light
in which to consider creative individuals is with
respect to their developmental histories. Such
histories were primarily elucidated by Gruber and
Davis, Simonton, and Weisberg, although some
aspects of development were also discussed by
Csikszentinitalyi, Gardner, Perkins, Sternberg,
and Torrance.
Being a firstborn, having survived the loss of one
or both parents early in life,
experiencing unusual situations, being reared in a
diversified, enriching, and stimulating home
environment, and being exposed to a wide range of
ideas are some of the early experiences and
demographic characteristics that were mentioned by
Simonton,
Csikszentinitalyi, Weisberg, Walberg,
and Gardner, respectively. Creative adults,
while children, have also been cited as being
happier with books than with people, liking school
and doing well, developing and maintaining excellent
work habits, learning outside of class for a large
part of their ‘education’, having many hobbies,
being omnivorous readers, and forming distinct and
closely knit peer groups, yet perhaps also
exhibiting marginality. Once again, the tension
between social isolation and integration appears.
Having a future career image and definite role
models, mentors, and paragons
while in training are features put forth by
Simonton, Torrance, Walberg, and Weisberg as
important factors influencing the development of
creators in many fields? Moreover, over the course
of their careers, creative individuals exert
sustained effort and hence enjoy enduring
reputations, have contributions that demonstrate
precocity and longevity publish early and get good
jobs at the initial stages, and, overall,
demonstrate voluminous productivity.
Studies of creative people,
more than any other approaches to research in
creativity, are in dire need of some good controls.
Such control studies might, for instance, include
experiments that examine people with differences in
the relevant characteristics beforehand, not after
their creativity has already been assessed. |
Creative Products
 |
5.3.3 Creative Products
Reflecting psychology's emphasis on laboratory
studies, the most frequently discussed products of
creative thought are solutions to problems,
responses on creativity tests, and explanations for
phenomena. Close behind come technological
inventions and artefacts, novel ideas, and new
styles, designs, or paradigms. Although of more
interest to the layperson when thinking about
creativity, the fine arts (painting, sculpture, and
music) received only half as much attention from the
authors as scientific and laboratory problem
solving.
There are the
expressions of emotions and abstract ideas, the
performing arts of dance and drama, occupations such
as advertising and marketing, and other media such
as photography and film.
An important question concerning products,
as it is for processes, is whether or not any
generalizations can be made about products that are
judged to be creative across different domains. The
most obvious statement is that creative products are
novel ‑ they are not imitations, nor are they
mass‑produced. Other requirements of such products
are that they are powerful and generalizable,
exhibit parsimony, cause irreversible changes in the
human environment, may involve unusual sensory
images or transformations, and are valuable or
useful to the society, or at least the restricted
domain, in which they were formed.
Some features that may be more relevant to
scientific creativity and creative problem solving
are that the products should show sensitivity to
gaps in existing knowledge, cross disciplinary and
within‑discipline boundaries so that they are
difficult to categorize, be surprising, and be
correct, in that experts agree on the produced
solution. In addition, they may be difficult,
initially vague, or ill‑defined and involve coherent
syntheses of broad areas. Torrance's criteria, which
include showing humour, fantasy, colour, and
movement, in both literal and metaphoric senses,
probably are more relevant to the arts and specific
tests of creativity than they are to science. |
Creative Places
(Domains, Fields and Contexts)

|
5.3.4 Creative Places (Domains, Fields, and Contexts)
Three ways that a field can be thought of as
affecting creativity are via the general
contributions and resources available to individuals
within the field, through the special effects a
particular field may have on its domain and the
nature of the creative expressions that result, and
by containing specific characteristics that either
promote or inhibit creativity.
Wealth an audience's attention,
educational and employment opportunities,
background knowledge, styles and paradigms, cues for
insights, roles, norms, and precedents, and good
teachers have all been cited as contributions
relevant to the creativity expressed in particular
domains, individuals, and processes. Further, fields
provide peers to evaluate and confirm creativity in
their domains while also protecting and freeing the
development of creative products and individuals
from the less congenial evaluations that may come
from members of the general public. Stimulation and
sustenance of creative processes, as well as
preservation and selection of ideas have also been
proposed as necessary components of any field in
which creative endeavour occurs. According to
Hennessey and Amabile, fields also affect the
motivation of individuals working within them.
Csikszentinitalyi makes two claims that address a
small part of the question regarding features of
creativity‑inducing fields,
provided that evaluation of products is seen as
important in creative expression. First, he suggests
that a field's internal organization is one factor
that attracts interested neophytes to a particular
field rather than others. Second, he claims that the
ease of evaluation in various domains, and hence
agreement among experts as to who and what are going
to be defined as creative, is determined by the
precision of notational systems within the domains.
Other ways that a field can improve its likelihood
of creativity, as suggested by Torrance, are
by using sound effects to stimulate creative images
and by providing warm‑up exercises that are designed
to free the imagination, although these techniques
probably are more relevant to some types of
creativity than to others.
Now look at the differences between the creative
individual and creative organizations, see Table
5.1. |
|
5.4 Innovation & Creativity at Work

Stimulants to Creativity
Coworkers
Resources
Challenges
Freedom
Supervisor
Creativity supports
Recognition
Unity and cooperation
OBSTACLES TO
CREATIVITY
Insufficient
time
Status quo
Political problems
Evaluation pressure
CRITERION SCALE
(OVERALL
RATING BY EMPLOYEES)
Creativity
Productivity
|
5.4 Innovation &
Creativity at Work
Organizations today are the
'primary crucible for human development'. As such
they have a great influence on humankind's future
development, for better or worse. Much has been said and
written about organizations from an external, structural
point of view: how they should define their business
mission, set their strategies for differential advantage,
design their structures and objectify their tasks, to assure
the efficient and successful attainment of their economic
goals. Indeed, this is how we have tended to think of
business: as an external structured mechanical approach
to attainment of tangible economic goals. Recently,
however, questions have been arising about the internal,
less tangible side of our organizations: why does the
organization have the purpose it does, what values are
inherent in its purpose, how are these values manifested in
its culture, and how does this culture affect the motivation
and contribution of its employees to the company's purpose?
This questioning has spurred the scientific inquiry by the
behavioral sciences toward a better understanding of this
cultural side of organizations.
At the same time as the above trend,
the need to increase creativity and innovation in our
organizations has emerged. Driven by the globalization of
competition, and the increased pace of change in the
situation around them, organizations are questioning whether
their products or services are sufficiently innovative to
meet the needs of the changing environment. On contemplation
of the need to increase creativity and innovation, it
becomes apparent that faster, smarter technology will not be
enough. The creativity of the human being must be enhanced
as well. Thus the question before the organization is how do
we increase the creativity of our employees?
These two streams of inquiry,
how we can understand the contribution of our culture to the
achievement of our company purpose, and how we can increase
our creativity, come together in the question: how does the
culture of an organization affect the creativity of its
employees?
This question has been the focus of a research effort by
the Centre for Creative Leadership (CCL) and Dr Teresa
Amabile of Brandeis University. Dr Amabile is well known
for her research into the effect of the social environment
on the creativity of the individual. Her research has
documented a link between the social environment around
an individual and the creativity of the individual's work
output. The link is the effect the social environment
has on the intrinsic motivation of the individual. One does
one's most creative work when one is primarily motivated by
the enjoyment of the task itself, and not by extrinsic
motivators. Thus the basic theory underlying the CCL
research is that organizations can increase their employees'
creativity by shaping a social environment that encourages
the inner motivation of the employee to emerge and engage
with the work task.
The CCL
research has had two goals: to identify and measure the
factors in organizational climates which affect employee
creativity, and to provide an organizational intervention
methodology which makes this information useful to
organizations which desire to improve their climates for
creativity i In this research design, Dr. Amabile provided
the theoretical and empirical expertise, while CCL provided
the client interface and the organizational intervention
expertise, see Table 5.2.
Table 5.2:
Centre for creative leadership: brief descriptions of the
WEI factors with sample items from each scale
STIMULANTS TO CREATIVITY
Coworkers
Teamwork, willingness to help each other, commitment
to the work, and trust with fellow workers.
In my work group, people are willing to help each
other.
The people in my work group are committed to our
work.
Resources
Access to appropriate resources, including
facilities, equipment, information, funds, and
people.
The facilities I need for my work are readily
available to me.
Generally I can get the resources I need for my
work.
Challenge
Challenge due to the importance of the work and the
intriguing nature of the task.
I feel that I am working on important projects.
The tasks in my work call out the best in me.
Freedom
Freedom in deciding how to accomplish the task. A
sense of control over one's work and ideas.
I have the freedom to decide how
I
am going to carry out my projects.
In my daily work environment I feel a sense of
control over my own work and my own ideas.
Supervisor
A manager who gives support to subordinates,
communicates effectively, and sets clear goals.
My supervisor clearly sets overall goals for me.
My supervisor values individual contributions to
project(s).
Creativity supports
Encouragement and support for creativity from top
management; mechanisms for developing creative ideas
in the organization.
In this organization top management expects that
people will do creative work.
People are encouraged to take risks in this
organization.
Recognition
The existence of rewards and recognition for
creativity in the organization.
People are recognized for creative work in this
organization.
People are rewarded for creative work in this
organization.
Unity and cooperation
A shared vision within the organization and a cooperative and
collaborative atmosphere.
There is a generally cooperative and collaborative
atmosphere in this organization.
Overall, the people in this organization have a
shared 'vision' of what we are trying to do. |
OBSTACLES TO CREATIVITY
Insufficient time
The lack of time in which to consider alternative
ways of doing the work.
I have too much
work to do in too little time.
We do not have sufficient personnel for the
project(s) I am currently doing.
Status quo
The reluctance of managers or co-workers to change
their way of doing things, a generally traditional
approach.
There is much emphasis in this organization on doing
things the way we have always done them.
Management avoids controversial ideas in this
organization.
Political problems
Lack of cooperation between areas of the
organization, and battles over turf issues.
People in this organization are very concerned about
protecting their territory.
There are many political problems in this
organization.
Evaluation pressure
Perceived inappropriate evaluation or feedback
systems or environment focused on criticism and
external evaluation.
People are quite concerned about negative criticism
of their work in this organization,
People in this organization feel pressure to produce
anything acceptable, even if quality is lacking.
CRITERION SCALE (OVERALL RATING BY EMPLOYEES)
Creativity
How creative the
organization is overall.
Overall my current work environment is conducive to
my own creativity.
My area of this organization is creative.
Productivity
How productive the
organization is overall.
My area of this organization is effective.
Overall this organization is productive. |
|
5.5 Can Organizations Show Creative
Characteristics? |
5.5 Can
Organizations Show Creative Characteristics?
During recent years, Caluin W Taylor has given numerous
speeches on whether organizations can show creative
characteristics. In his writings, he has asked many
questions such as: Should we ask organizations to display
the same creative characteristics that are found in creative
individuals? For example, should organizations be alert
and responsive to opportunities? Should they sense problems
that haven’t been sensed before and face up to these
problems and try to do something about them, especially in
the way of a diversity of fresh attempts toward better
solutions, rather than ignore or postpone them for future
generations ?
Can an organization learn to set the climate
so that the inner resources of its people may be more fully
developed and utilized? Can an organization have the
characteristic of welcoming long strides of progress instead
of only being able to tolerate inching ahead? Can an
organization learn to adjust to ideas from its people so
that both will work together, or will they tend to pull in
different directions with the result that many of the good
ideas may get killed and, as a result, the organization may
also show signs of dying?
As an organization grows older,
does it lose some of its potential by building into itself
certain self-imposed restrictions and limitations in the
process of developing its own set of intellectual and
personality characteristics? Or does it develop creative
characteristics so that it retains its creative potential
and even increases its effective creative mind power? Does
it develop the characteristic and principle that its system
is made for man, or is its guiding principle that man is
supposed to be made for the system? Does it require its
workers to adjust to its organizational environment, or does
it allow and even encourage workers to adjust their own
environment and build a better climate and organization for
creative work?
Here are some answers of these questions
Taylor
says:
"I have often wondered who the greatest killers of
creativity were. At present, my strong conviction is that
the person himself is the greatest killer of his own ideas.
But if he doesn’t kill his own brain-child and sends it out
into the world, there will be plenty of other people ready
to finish the job by killing it for him. One also wonders
which is more effective in destroying ideas within itself:
an individual or an organization."
While Richardson states that:
"The new-idea man may have to exert pressure and strain on
the system in order for the system to change enough to allow
the new idea in; otherwise, inertia will tend to cause the
system to settle back into its old rut. I was fascinated to
hear that an organization was planning a meeting to lean how
to avoid settling into ruts and, instead, to keep itself
young and alive and thriving. They have dubbed this proposed
meeting as a “dry rot” conference."
Since the crucial part of organizations are the people in them, one of
Taylor’s recent hunches is that an organization will be
no more flexible than its least flexible link (of
importance), and that it will be no more creative than its
least creative link (of importance). In other words, one
inflexible person in the right place can level the entire
organization down toward his low degree of flexibility.
Likewise, one uncreative person in a key position will tend
to lower the creativity of the organization to his own
level.
Richardson’s idea, about keeping an organization alive and thriving, is that
you must have a system which will spot and cultivate and
insist upon having creative minds continue to rise to the
top. One of his staff reported that there are four stages in
the life of an organization as it starts out like a newborn
baby with all the potential in the world. It is formed by
(1) a group of leaders who could be called “innovators”,
who, in turn, tend to be replaced by (2) a group of leaders
called “developers”, who, in turn, make their
contribution and tend to be succeeded by (3) a group of
leaders called “consolidators”, who, in turn, tend to
prepare the organization and deliver it into the hands of
(4) a group called “undertakers”. The last dying
gasps of a corporation are when its leaders decide to write
“a bigger and better rule book”. Under the reign of
consolidators, what chance do creative minds have of giving
the organization the “lifeblood of tomorrow” and of helping
the organization not only to stay in the mainstream today,
but even create the mainstream of tomorrow? That is, when an
organization is in the hands of consolidators, “what chance
does a creative mind have to rise to the top?” And what
chance would anyone ever have of reversing the above trend
across leader types?
In case a person encounters some hindering features in the
organization
that were built-in earlier by someone else in order to get
control over other creative individuals, he may encounter
resistance in trying to get these restricting rule or
features removed. He can inquire as to when they were
built-in and how did it all happen? He could ask what would
be necessary to restore the organization to its earlier
state where it still had potential to do all these things.
But if he can get rid of the hindrances, the workers might
be able to do even better work than at present. To bring
about the changes he may have to keep a strain on the system
that will only relax when he leaves or when it changes – and
it will sometimes bitterly resist the latter. Some key
people, unfortunately, may see this pressure as a power
struggle, rather than a struggle for ideas to get a chance.
A struggle between people for power is distinctly different
from a struggle “for ideas to have a hearing.” This is like
the difference between a person in revolt and a
revolutionary. One is after power and the other is after
having his ideas heard. If the ideas are given a good
hearing, the latter one, but not the former may relax the
pressure.
To show the various reactions
of leaders to different types of workers, Taylor have
sometimes described persons in leadership positions as
falling into one of four types. The first type he calls a
“creative leader”, in the sense that he has all the creative
characteristics and is blazing new trails and opening new
fields so many people can follow into these new fields to
work – he is really a pioneer. A second type is not quite
this kind, but at least he might be called a creative leader
in the sense of being a catalyst and thus being somewhat of
a party to, though not the real creator of, the new ideas
generated in others. So he does enter into the process as a
catalyst and deserves credit for an assist. The third type
is a creative leader in another sense; he can at least allow
or tolerate or even encourage creativity in others around
him and thereby create a more favorable climate. And the
fourth type, he calls “none of the above”.
Taylor also classifies workers
into four types to set the stage for another point.
One type may be a worker with hardly any ideas, so
that what he does is almost entirely what he is told to do.
The second one may be someone with lots of ideas and
he tries them out but quickly realizes that ideas are not
“welcome here”. So he goes underground with his own ideas
and becomes, in effect, a “yes man”. A third type is
one who tries his ideas out and, when he finds that they
aren’t welcome, explodes and quits. But the question is
where does he go or where can he go? He goes someplace else
and great creativity may occur when the administration
explains why he left. He probably leaves some psychological
scars behind, so that thereafter the chances are reduced for
idea persons like him ever being hired into that
organization again. The fourth kind of worker is one
who has ideas that he believes are needed for the
organization to survive and thrive. He, therefore, stays and
fights for his ideas.
|
5.6 Organizational Creativity and Innovation
|
5.6
Organizational Creativity and Innovation
Creativity and innovation (C&I) are
widely
recognized as important aspects of human functioning at all
levels
‑ individual, group, organizational, and societal. Over the
last four decades, researchers and theorists from psychology
(e.g., Guilford), sociology (e.g., Merton),
economics (e.g., Mansfield), and many other
disciplines have written about the causes and consequences
of C&I in a variety of settings.
C&I are generally considered important for a healthy
national economy and for increasing the quality of life.
To meet the future needs facing the world, large investments
of resources will be required to produce and implement
creative solutions. However, because of the way societies
are structured, much of the impetus for C&I will have to
originate within complex organizations.
Of all the areas studied in relation to C&I,
complex organizations have received considerable attention.
Much of this attention can be attributed to the needs and
values of organizational researchers. However, organizations
themselves clearly have a stake in C&I research.
Organizational growth and even survival can be tied directly
to an organization's ability to produce (or adopt) and
implement new services, products or processes.
The literature is replete with case studies detailing how
organizations that ignored new technological advancements,
for example, began a slow death spiral. Starbuck describes
one case involving a manufacturer of mechanical calculators
that refused to acknowledge the competitive impact of
electronic calculators. The result was predictable: profits
declined steadily until the company was bought out and
restructured to emphasize electronic calculators.
In spite of the importance attributed to organizational C&I,
the empirical research has been somewhat spotty and less
than conclusive. After reviewing close to 100 major books
and articles on organizational C&I,
Gundy
found that
at least ten general conclusions can be drawn:
1.
The terms "creativity" and "innovation" often
are used interchangeably, thus making comparative
distinctions difficult. Publications that do make a
distinction frequently lack agreement on how to define
creativity and innovation.
2.
The majority of the empirical research literature deals
exclusively with organizational innovation.
The literature identifying itself with organizational
creativity is largely nonempirical and concerned mostly with
prescriptions for needed climate variables (e.g., Cummings,
1965). The majority of empirical creativity research is
limited to studies of intragroup creativity (e.g., the
literature on brainstorming) and personality traits and
characteristics of individuals.
3.
Most of the research on organizational innovation deals
either with the adoption or individual diffusion of
innovations.
Very few large‑scale studies of entire innovation process
exist.
4.
The focus of most innovation research
has involved correlating structural aspects of organizations
with composite measures of innovation.
5.
Unitary models of innovation
have dominated previous research. This research has largely
ignored the existence of organizational C&I occurring within
different organizational subsystems at different times.
Instead, some research studies seem to assume that
organizations are either innovative or they are not.
6.
Innovation typically
is considered to be a positive attribute of organizational
functioning. Although this view probably reflects die values
of many researchers, the negative aspects of
innovation also are important for understanding the
innovation process.
7.
The broad study of organizational innovation
as a process similar to all organizations is giving way to
the study of specific innovations in specific organizations.
8.
In most organizations,
the innovation process is more evolutionary than
revolutionary. Most innovations are diffused, and
implemented at a relatively slow pace. Radical innovations
are
rare,
but do occur when conditions warrant them (e.g., during
situations perceived as survival threatening, or what
Knight refers to as "distress innovations”).
9.
Organizations designed along bureaucratic lines
are highly resistant to innovations and often fail to foster
conditions conducive to creativity. Alternative
organizational structures (such as matrix systems) and new
managerial philosophies, however, are helping to counteract
this resistance.
|
5.7 Creativity versus Innovation
 |
5.7 Creativity
versus Innovation
A distinction needs to be made between creativity and
innovation to clarify some differences that exist in the
literature. Except for a few researchers, definitions of
organizational innovation have excluded any mention of
creativity or idea generation. For example,
organizational innovation has been defined as "first or
early use of an idea by one of a set of organizations with
similar goals",
“the
adoption of means or ends that are new to the adopting
unit", the adoption of a change which is new to an
organization and to the relevant environment, "an idea,
practice, or object that is perceived as new by an
individual or other unit of adoption", and "adopted changes
considered new to the organization's environment".
Reviewing these definitions and others suggests that
organizational innovation is:
(1) change perceived as new to an organization, (2)
something new that is adopted for use by an organization
(with the implication often being that implementation will
follow adoption automatically), and (3) relative to the
organization adopting and using something new; what is
innovative for one organization may not be innovative for
another.
Organizational creativity,
on the other hand, often is used to mean the same thing as
organizational innovation. This usage is especially evident
in the nonempirical writings on organizational creativity.
Most of this work neglects to define organizational
creativity precisely. However, it usually can be inferred
that the writers view organizational creativity as
representing the sum total of the creative traits, abilities
and actions of all the organization's members. It also can
be inferred from this literature that an organization will
be creative if the proportion of creative individuals (and
their creative acts) exceed the proportion of "noncreative”
individuals.
It can be assumed that all individuals in organizations
are creative and vary only in the degree of their
creativeness, and then all organizations must be
considered creative. Furthermore, just as some individuals
are more creative than others, some organizations should
also be more creative than others. It would then follow that
a creative organization is likely to be more successful at
innovation than a less creative organization. That is a
highly creative organization should be better able to
initiate, adopt, and implementt
new products, services, or processes.
As conceptualized by many
writers in the field,
creativity might be viewed more realistically as a problem
solving process with identifiable stages. One of these
stages happens to be idea generation. But achievement of
creative solutions cannot always be accomplished through
idea generation alone, other activities such as data‑finding
and problem‑finding also are important.
It probably is most realistic to view creativity as a
process that cuts across all aspects of the innovation
process. Idea generation may be used in some stages of
the process at different times and within different
subsystems of a particular organization. However, other
stages of the creative problem-solving process also may
assume equal or greater importance depending upon the needs
and perceptions of individual innovators within an
organization.
In some instances,
an organization may generate idea proposals internally or it
may decide to adopt externally‑generated proposals. In
either case, some degree of creative problem solving may be
involved. For example, a decision to adopt an
externally‑generated proposal may produce new problems for
an organization, any of which may require development of
creative solutions. Thus, innovation and creative
problem-solving processes are closely intertwined. It is
very difficult to consider one without considering the
other.
For
our present
purposes,
the innovation process will be viewed as consisting of the
following stages: (1) problem awareness and identification,
(2) idea proposal, (3) idea adoption and (4) idea
implementation. Such a process is very similar to the
basic Osborn‑Parnes five‑step creative problem‑solving model
of fact‑finding, Problem‑finding, Idea‑finding,
Solution‑finding, and Acceptance‑finding.
Based upon this four‑step model, organizational innovation
will be defined as the process of proposing, adopting, and
implementing an idea (process, product, or service) new to
an organization in response to a perceived problem. This
definition emphasizes that innovation: (1) is a continuous,
dynamic set of activities (2) deals with the concept of
newness relative to a particular organization and (3) is
stimulated by a perceived gap in performance (a problem).
The act of proposing an idea can involve idea conception
(generation of an idea new to the organization) as well as
the act of recommending that a borrowed idea be considered
for adoption. In either instance, the idea may be new to the
organization. The only difference is the source of the idea.
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