Chapter 5 Entrepreneurial Creativity and Innovation
Chapter 5 Entrepreneurial Creativity and Innovation
Chapter 5 Entrepreneurial Creativity and Innovation
Creativity Techniques
Entrepreneurs can use several techniques to help generate
new ideas such as:
– problem reversal
– lateral thinking
– forced analogy
– mind mapping
– brainstorming
– attribute listings
Creativity
Techniques
Problem Reversal
It looks at the opposite of things, see things inside out,
backwards or upside down.
This technique is based on the premise that the world is full of
opposites where the action of viewing a problem from an
opposite angle and by asking questions can yield a awareness
or realization of issues that hitherto is not obvious or
noticeable.
Problem
Reversal
Forced Analogy
This technique takes a fixed element such as the product or
some idea related to the product and forces it and compares it to
the attributes of another unrelated object or element. It is also
called forced relationship meaning the action of making an
association between two unlike things in order to obtain new
insights. There are five steps on processes for forced analogy:
– Isolate and list the elements of the problem.
– Find and establish possible relationships or connection between the
elements.
– Record the relationships in an orderly form.
– Analyze the resulting relationships to find new ideas or patterns.
– Develop new ideas from this pattern.
Brainstorming
The brainstorming term was popularized by Alex Faickney
Osborn in 1953.
Peters, Hisrich and Shepherd (2008) suggest that when using
brainstorming, 4 rules must be adhered to:
– No criticism is allowed by anyone in the group especially negative
comments.
– Freewheeling is encouraged because as the idea is wilder, it
becomes better.
– Quantity of ideas is desired. The greater the number of ideas, the
greater the likelihood of the emergence of the useful ideas.
– Combinations and improvements of ideas are encouraged because
ideas of others can be used to produce other new ideas.
Fundamentals of Entrepreneurship All Rights Reserved
© Oxford Fajar Sdn. Bhd. (008974-T), 2013 1– 19
Entrepreneurial Creativity and
Innovation (cont.)
Attribute Listing
The attribute listing technique is where the problem is broken
down into smaller parts or characteristics and analysis is made
on each of these parts to develop ideas on how to improve
them.
In this technique, the entrepreneur is required to list the attributes
of an item or problem and look at each from a variety of
viewpoints, looking at the positives and negatives aspects.
This technique allows entrepreneurs to process some unrelated
ideas and form it into a new combination for new uses.
Mind Mapping
Mind mapping technique was developed and made famous by
Tony Buzan.
A mind map is a diagram used to represent words, ideas, tasks,
or other items linked to and arranged around a central key word
or idea.
Mind maps are used to generate, visualize, structure, and classify
ideas, and as an aid to studying and organizing information,
solving problems, making decisions, and writing.
Mind
Mapping
Lateral Thinking
Lateral thinking technique was introduced and developed by
Edward De Bono.
Lateral thinking requires a person to explore the possibility of new
solutions to a problem from a different approach or perspective.
Looking at and analyzing problems from a different perspective
may give new insight and new solutions to an old problem or the
problem itself may already be irrelevant.
The Process Of
Creativity
Knowledge Accumulation
This phase focuses more on the study of the background for the
subject matter which requires extensive reading, discussion with
experts, practitioners, academicians, researchers in the field,
attending workshops and seminars.
This exploration exposes and helps entrepreneurs to have a better
understanding on the subject matter.
Incubation
In the incubation stage, an individual will immerse oneself by
allowing the subconscious mind to muse or ponder on the
information gathered.
The individual may not be directly involved in the creative task.
Incubation may be induced by engaging in ‘relaxing activities’
such as painting, meditating or playing sports or board games.
The rationale is that new ideas or new insight often emerge when
one is busy doing something unrelated to the matter.
Factors Influencing
Creativity
Innovation
Innovation can be defined as the process by which
entrepreneurs convert opportunities (ideas) into marketable
solutions.
It is the means by which they become catalysts for change
(Kuratko, 2009). Innovation is commonly defined as ‘the
introduction of something new’ or ‘a new way of doing
something’.
Sources of Innovation
Professor Thomas W. Mason states that successful innovation is
seldom the outcome of a brilliant idea.
Peter Drucker emphasized looking for unexpected events, stupid
situations, needs within current processes and changes in
industry structure, demographics and perception.