CREATIVITY and

THINKING CREATIVELY
Engineering Entrepreneurship
Second Semester of A.Y. 2014/2015
International Program
Civil Engineering Department
Faculty of Engineering
Universitas Atma Jaya Yogyakarta

CREATIVE
In developing their thought, humans
can use their left brain and right
brain
Left brain is used to think analytically,
systematically, logically convergent
Right brain help humans to think
imaginatively, creatively divergent

ANALYTICAL WAYS
OF THINKING
* Logical
* Predictable
* Convergent
* Vertical

CREATIVE WAYS OF
THINKING
* Imaginative
* Unpredictable
* Divergent
* Lateral

Formal education provides tools for analytical

thinking which is useful especially to solve
problems
Analytical thinking can solve various
problems but in fact is constraint for creative
thinking

IMPORTANCE of
CREATIVITY
Creative entrepreneur can launch nevermade-before product to the market. No need
to be inventor but the bridge between
inventor and market.
To be leader not copier
Advantage as first mover
Widen the narrower road due to competition
Escape from disaster, lost, and troubles
Creativity connects separated and isolated
nodes

ELEMENTS of CREATIVITY
(Newel, Shaw, Simon)

Look through new perspective

Find new relation
Create new combination of objects,
concepts, or phenomena

FOCUS of THOUGHT
INVENTION (idea development)
INOVATION (transform idea into
product)
PATENT (protection of product)

CREATIVITY PROCESS
SORT and PICK UP supporting
information and activities upon idea
small room controls our thoughts,
big room confuses us coning
resulting economic values

CONSTRAINTS on CREATIVITY
Perceptional
Stereotype mindset
Over-limit problems
Too much or too little information

Emotional
Afraid of taking risk
Do not like uncertainty
Prefer to evaluate than produce idea
Underestimate problem
Rush to solve problem

CONSTRAINTS on CREATIVITY
Cultural
Environmental
Lack of facilities

Intellectual
Over-rely on logic
Reluctant to use intuition
Use of old experience or method proven to
be effective

Expressional

THE CHANGE
Negative attitude
Obey the rules

Make assumption
Over stress

Afraid of failure
Rely on logic

intuition
Self belief of being
being not creative

Positive attitude
Break the rules
Test assumption
Release stress
Risk taking technique
Use imagination &
Self belief of
creative

CREATIVITY IMPROVEMENT
TECHNIQUE

Combination
Random
Elimination
Alternative
Turn around
Extreme

VISUAL: seeing, imagining, drawing

Thomas Alfa Edison

Genius is 1% inspiration and 99%
perspiration

 Question: Is talent of creative thinking on

everyone?
Answer: everyone has talent for creative
thinking, just some are more talented and
some are less talented
Question: What to do to develop creative
thinking?
Answer: 3 (three) steps
Saturation collect facts, data, sensation to be
base of new ideas
Incubation continuation of saturation, selection
of various information, done unconsciously,
especially when problem is not immediately solved
Illumination flash of genius after long
incubation

TYPES of CREATIVITY
Innovation new idea, new theory, new
hypothesis, new method, etc
Synthesis ability to absorb and use ideas
from different sources, combining data or
concepts which seem irrelevant to be valuable
idea or product
Extension taking basic innovation, broaden
the benefit by broaden the border
Duplication not cheating or falsifying but
copying by digging up best practices to be
improved

TYPES of INNOVATION
Uniqueness
Breakthrough Innovation

Technology Innovation
Ordinary Innovation

Jumlah Inovasi

 Breakthrough Innovation extreme

uniqueness, base for further innovation,
protected firmly by patent or copyright,
e.g. penicilin, computer, airplane, car
Technology Innovation show up
more than breakthrough innovation, not
scientific invention, offer new invention
in terms of product and market, e.g.
laptop
Ordinary Innovation most often to
happen (highest number), development
of technology innovation to be better
product and service or other, based on
market analysis (market has stronger
effect than technology)

Dr. Ir. Ciputra

Copying is an innovative process if
what we do is copying best practices,
taking the tops of achievements and
putting them together to be something
better and more valuable according to
the context of our own business
Meniru adalah proses inovatif jika yang kita lakukan
adalah meniru praktek-praktek terbaik, mengambil
puncak-puncak pencapaian itu dan meramunya menjadi
sesuatu yang lebih baik dan lebih bernilai sesuai dengan
konteks usaha kita sendiri

CREATIVITY and
INNOVATION
for ENTREPRENEUR

Entrepreneur who wants to develop

his/her entrepreneurship has to rely not
only on his/her left brain but also right
brain to create new ideas as new
products, new working methods, new
services, new selling area
An entrepreneur normally has more
creativity and higher innovation power
than non-entrepreneur. He/she has
thought the things that have not been
thought by and able to make his/her
innovation to be societys demand

 Innovation is required not only

because there is idealistic urge but
also to gain market share
In tight competition, breakthrough is
required, breakthrough that causes a
product or service different from other
ones
Opinions:

A company which is successful in gaining a

competitive excellence has to maintain it as long
as possible since it is a tool to face competitors
A company which has been successful to gain a
competitive excellence has to leave it
immediately and find another new excellence
since competitors will not stay still and gradually
copying it even better

 In practice, many companies which

have gained competitive
excellence do not last since they
are lulled by the gained excellence
and do nothing to renew it while
their competitors come up with
similar new product or service but
with modification which fits more
the customers taste

Ripleys Believe It or Not

A piece of steel plate costs $5
If the plate is made to be horseshoe
it will become $10
If it is made to be sewing needle then
it will become $3.285
If this steel plate is made to be watch
it will increase to become $250

SOURCES of IDEAS

Customer
Current products and services
Distribution channels
Government

TINA SEELIG
(Executive Director of Stanford Technology Ventures
Program)

The role of creativity in entrepreneurship is not

limited to a business idea or a marketing strategy.
"Creativity defines the starting point, the
middle point and the end point of a venture.
You have to be creative while identifying a
business opportunity, while building your
team, while streamlining your processes. In
fact, you even have to be creative while
shutting down your company. Creativity is
essential for effective problem solving
throughout the life cycle of a company."