(Organizational Role in Creativity)

INN0VATIVE PRODUCT AND SERVICE
DESIGN
ORGANIZATIONAL ROLE IN
CREATIVITY
PRESENTED BY
S. JOSEPH SOUNDER
1820106
DEFINITION OF
ORGANIZATION
 A social unit of people that is structured and managed to meet a need or to pursue collective
goals. All organizations have a management structure that determines relationships between
the different activities and the members, and subdivides and assigns roles, responsibilities, and
authority to carry out different tasks.
 Organizations are open systems they affect and are affected by their environment.
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SHOULD ORGANIZATIONS TRAIN
CREATIVITY?
Training leads to...
EMPOWERMENT MOTIVATION SELF EFFICACY
3
THE IMPORTANCE OF CREATIVITY IN
BUSINESS
ORGANIZATION
 Organizations today operate in a highly competitive, global environment, making creativity
crucial.
 Creativity is what fuels big ideas, challenges employees’ way of thinking, and opens the door
to new business opportunities.
 “Creativity” and “innovation” are often used interchangeably for that reason, but are two
separate concepts.
4
HOW TO FOSTER CREATIVITY WITHIN
YOUR ORGANIZATION
1. Reward Creativity
 Not every idea will be a success, but big breakthroughs won’t occur if the company plays it safe. Executives need to
be comfortable with failure, and give employees the freedom and flexibility to experiment with and explore new
opportunities.
 Global conglomerate Tata gives out a “Dare to Try” award to employees with the “most novel, daring, and seriously
attempted ideas that did not achieve the desired results,” while Google’s innovation lab, X, offers bonuses to each
team member who worked on a project the company ultimately decided to kill as soon as evidence suggested it
wouldn’t scale.
 Companies that reward creativity show they value it, inspiring individuals within the organization to pursue
untested theories and concepts.
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2. Hire the Right People
 The “right” people in this context aren’t solely creatives. Organizations should instead focus
on diversity, bringing in a variety of viewpoints, cultural backgrounds, and skill sets.
 “Not everyone is going to be creative, but most people can learn the tools and techniques for
being innovative,” Marion says. “It helps to look at things from a different vantage point.”
 It is also worth considering building an innovation team within your organization, whose role
is to tap into creative energies to develop new products, services, or processes within an
organization.
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3. Try the “Yes, And…” Approach
 One method for spurring creative brainstorming is trying a technique used in improvisational
theatre: “Yes, and…” The approach encourages colleagues to build off their peers’ thoughts by
first agreeing and then adding something to the discussion. Taking “no” off the table ensures all
ideas are heard.
 Employees could test this approach by simply putting a paperclip in the middle of the table and
thinking up as many use cases for it as possible. The activity might sound silly, but it could help
inspire creativity.
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4. Try Flexible Work Hours
 Not everyone is suited for the traditional nine-to-five schedule. Offering flexible
arrangements, such as the ability to work from home, is known to make employees healthier,
happier, and more productive.
 As long as employees are clear about expectations, complete their work on time, and
coordinate appropriately with their team, it’s an easy strategy to test and enables everyone to
work when they’re feeling most creative, as opposed to a set time during the day.
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5. Give Employees Time to Recharge
 With creativity can also come burnout. Employees need time to step back and hit the refresh
button.
 “Companies do need to take burnout into consideration,” Marion says, “and maybe take some
time between projects or offer sabbaticals to recharge their employees.”
 The only thing companies can’t do is ignore creativity altogether, or hope the problem will solve
itself. Creativity needs to be prioritized—and for good reason, reminds Marion.
 “Creativity lends itself to unique solutions to problems,” he says, “and to unique features on
products, or unique business models and sources of revenue.”
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CONCLUSION
 Creativity was ranked as the number one factor for future business success—above
management discipline, integrity, and even vision.
 “Every industry is being challenged by dynamics globally and changes in technology,”
Marion says.
 “Now we’re selling experiences, and those experiences need to be well-designed,” Marion
says. “Creativity lends itself to that and inspires good design.”
10
THANK YOU
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INN0VATIVE PRODUCT AND SERVICE

untested theories and concepts.

on diversity, bringing in a variety of viewpoints, cultural backgrounds, and skill sets.

time between projects or offer sabbaticals to recharge their employees.”

itself. Creativity needs to be prioritized—and for good reason, reminds Marion.

products, or unique business models and sources of revenue.”

management discipline, integrity, and even vision.

 “Every industry is being challenged by dynamics globally and changes in technology,”

says. “Creativity lends itself to that and inspires good design.”

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