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BUS 465 IMC
Topic 4 Creativity ande Innovation
15
Marketing
Undergraduate 4
02/27/2012

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Term
creativity
Definition
the production of novel and useful ideas in any domain.
Term
innovation
Definition
the successful implementation of creative ideas within an organization
Term
Beatrix Potter
Definition
“Thank goodness I was never sent to school; it would have rubbed off some of the originality.”
Term
Pablo Piccaso
Definition
“All children are artists. The problem is how to remain an artist once he grows up.”
Term
key mental locks and blocks
Definition
1. Looking foolish and making mistakes
2. Negativity in general “I can’t do that” “That’s
impossible.”
3. Believing that there is one right answer, making
assumptions
4. Follow the rules, conformity “That’s not the way
we do things”
5. Narrow focus – “It’s not my area” “Our product
isn’t like that”
6. Poor environment including appearance, comfort,
communications and stress level of work-place
7. No time to reflect “We’re on a deadline here - we
don’t have time to think about this more.”
8. No time for games “Work is work, there’s no room
for fun.”
9. Intolerance of ambiguity
10. “I’m not creative”
Term
Maya Angelou
Definition
“You can’t use up creativity. The more you use, the more you have.”
Term
A.A. Milne:
Definition
“One of the advantages of being disorderly is that one is constantly making exciting discoveries.”
Term
Linus Pauling
Definition
“ The best way to have a good idea is to have lots of ideas.”
Term
hard thinking
Definition
Vertical – Analytical - Practical - Precise - Sequential - Straight-line - Logical
ex: taking tests, making decisions, getting things done, evaluating ideas
Term
soft thinking
Definition
Lateral - Ambiguous – Playful - General - Metaphorical - Unstructured
ex: Making connections, Imaginative, Ideation Process
Term
some techniques to get to soft thinking
Definition
similarities and differences: look for commonalities between two very different things. ex: cat and refrigerator
Wordstorming, Playing with the senses, collage
Term
wordstorming
Definition
Without THINKING, start a chain of words as quickly as you can write.
Look for breaks in the logical chain. When there are breaks in the logical flow of words that come NATURALLY, then you are closing in on soft thinking.
Term
playing with the 5 senses
Definition
Imagine things using a sense that “doesn’t seem logical”
a. What do you TASTE when you think of a printer? b. What do you SMELL thinking of a briefcase?
c. What do you HEAR when you think of color copies?
Term
collage
Definition
creating something new from other things
Term
using technologies for creativity and innovation
Definition
2nd life
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