When I think of ‘creativity’ in a general setting. I think; art, something different and exploration. When it comes to ‘creativity in business’ I think; marketing, flamboyant personality types and choice. I believe very much that creativity can only be seen in certain departments in an organization (marketing) and in certain types of organizations such as anti-tayloristic viewed companies. As well as creativity only being accessible in certain levels of hierarchy.
Production line based companies will find it hard to integrate creativity for employees further down the hierarchy and those employees may not be willing to contribute ideas of creativity to management, for fear that they wont listen.
Companies that are more likely to integrate creativity into their working model are companies like ‘google’. The BBC done a report into the company to find out how the company gets the creative juices flowing. (As seen in the video below).
“If your ideal workspace includes a slide, a games room, a 'chill-out' aquarium and plenty of free food then you had better get your CV into Google.”
(Jane Wakefield, 2008)
This predominately laid back approach, suggest; ‘in order to be creative a company must give employees the space and tools needed to fuel their minds’.
The video above is of ‘googles – sandbox’ scheme, which showcases all their newest technologies in all major cities around the world. It shows all the new creative inventions the company are working with, proving they set a high standard of new, innovative, creativity.
So… what is creativity?
The dictionary (Chambers, 1992, p, 215) says:
“Creative – Having or showing the ability to create; inventive or imaginative.”
The general definition describes how creativity is defined by being both ‘inventive’ and ‘imaginative’. Innovation has high links to ‘inventive’ factors, as explained previously. Which suggests that ‘creativity’ and ‘innovation’ are interlinked.
Linda Naiman (2010) defines creativity from a business perspective:
“I define creativity as the act of turning new and imaginative ideas into reality. Creativity involves two processes: thinking, then producing.”
Naiman considers creativity as not just a physical object or process and that creativity can come in the form of thinking. This emphasis the need for companies to harness these creative thoughts, which everyone has, and to ‘produce’ these ideas.
Therefore for management to integrate creativity within their organization, they need to find ways of harnessing the thoughts of their employees and produce a physical output of their thoughts.
Gundry
Following Gundry’s 3 domains for creative action (1994), his new book ‘Entrepreneurship Strategy’ (2007) suggests more than just; environment, education and application being needed for creative thinking. He adds that personal interests and serendipity also play roles in creative processes (Gundry, 2007, p. 38-39).
Serendipity, when cut down is interpreted as ‘chance or luck’. And some movements in business are down to good research which reduces risk, but on the other hand some organizations and managers are just lucky.
Gundry (2007, p. 38) gives and example of a women (Ruth Wakefield) who in the 1930’s by pure accident stumbled upon a new recipe, which suggests that new ideas can be accidental.
Personal interests are a less common factor associated with creative factors and more statutory theorists might disclaim this theory. But because people are highly interested in products, pushes them to spend more money and invest in products, thus take more risks… because they believe.
This is very much seen in the show Dragon’s Den on channel 4 (BBC, 2005).
What does creativity do?
Creativity is one of our greatest assets for the future. The world is forever growing more complex; creativity is key to help overcome these problems. Those that use creativity to be productive will have the advantage.
Reference List
Image available from:
http://www.ataups.com/en/ft.htm
Accessed on 18/12/2011
Jane Wakefield. 2008. BBC News [Online] – Google your way to a wacky office. Available from:
http://news.bbc.co.uk/1/hi/7290322.stm
Jane Wakefield. 2008. BBC News [Video] – Google your way to a wacky office. Available from:
http://www.youtube.com/watch?v=hNxW3PfdXwU
Google Creative Sandbox 2011: New York [Video]
Available from: http://www.youtube.com/watch?v=WdCeSkaD1Ms&feature=BFa&list=FL_Ytrb6CZeR0ysQuPenJaeg&lf=plcp
Accessed on 18/12/2011
Catherine Schwartz. 1992. Chambers Dictionary. W & R Chambers Ltd. Edinburgh.
Linda Naiman. 2010. Creativity at work: Articles and tips [Online].
Available from:
http://www.creativityatwork.com/articlesContent/whatis.htm
Accessed on 18/12/2011
Lisa K. Gundry and Jill R. Kickul. (2007). Entrepreneurship Strategy. Sage Publications Inc. London.
BBC. 2005. Dragons Den [Television Show]. Available from: http://www.bbc.co.uk/programmes/b006vq92
Image Available from:
http://www.liberatemedia.com/wp-content/uploads/2008/07/dragonsden.jpg
Accessed on 16/1/12
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