Chapter 2 Ideas To Reality

Inside the Entrepreneurial Mind: From Ideas to Reality
Chapter 2: Creativity
Copyright 2008 Prentice Hall Publishing
Creativity and Innovation

Creativity the ability to develop new ideas and to discover new ways of looking at problems and opportunities; thinking new things. Innovation the ability to apply creative solutions to problems or opportunities to enhance or to enrich peoples lives; doing new things.
Chapter 2: Creativity Copyright 2008 Prentice Hall Publishing 2
Entrepreneurship

Entrepreneurship the result of a disciplined, systematic process of applying creativity and innovation to the needs and opportunities in the marketplace. Entrepreneurs connect their creative ideas with the purposeful action and structure of a business.
Failure: Just Part of the Creative Process!

For every 3,000 new product ideas:

Four make it to the development stage. Two are actually launched. One becomes a success in the market.
On an average, new products account for 40 percent of companies sales!! Creativity is an important source for building a competitive advantage.
Copyright 2008 Prentice Hall Publishing 4
Can We Learn to Be Creative?
Yes!
By overcoming paradigms and by suspending conventional thinking long enough to consider new and different alternatives!
How Creative Are You?

Chun Chun Chun Chun Hundred Hundred Hundred Hundred Hundred O R H S W S E Umph Umph Umph Of the Spirit Grace.
Scholar Scholar
Stand I Intensity
S Media
2 1111 STO CK
THEBLUEFACE
Objection Ruled
Roll Roll Roy Roy
Tomb of 210,N
How Creative Are You? X VBN
Fortune 500
Scattered Showers
Triumph of the Spirit
Grace Period
Rhodes Scholar
I Understand
Spring Break
Media Bias
Two for One Stock Split Objection Overruled
Blue in the Face
High Intensity
Spreadsheet
Web Links
Rolls Royce
Tomb of Tutankhamen
RightRight-Brained, Creative Thinkers

Always ask, Is there a better way? Challenge custom, routine, and tradition. Are reflective. Are prolific thinkers. Play mental games.
RightRight-Brained, Creative Thinkers

Realize that there may be more than one right answer. See mistakes as pit stops on the way to success. See problems as springboards for new ideas. Relate seemingly unrelated ideas to a problem to generate innovative solutions. Have helicopter skills. The ability to rise above daily routine to see an issue from broader perspective & then swooping on the area needing change.
LeftLeft-Brained or Right-Brained? Right
Entrepreneurship requires both left-and rightleftrightbrained thinking.

RightRight-brained thinking draws on divergent reasoning, the ability to create a multitude of original, diverse ideas. Left-brained thinking counts on convergent Leftreasoning, the ability to evaluate multiple ideas and to choose the the best solution to a problem.

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Barriers to Creativity

Searching for the one right answer Focusing on being logical Blindly following the rules Constantly being practical Viewing play as frivolous
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Barriers to Creativity

Becoming overly specialized Avoiding ambiguity Fearing looking foolish. Entrepreneurs perform a vital function: creative destruction Fearing mistakes and failure Believing that Im not creative
Questions to Spur the Imagination

Is there a new way to do it? Can you borrow or adapt it? Can you give it a new twist? Do you merely need more of the same? Less of the same?
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Is there a substitute? Can you rearrange the parts? What if you do just the opposite? Can you combine ideas? Can you put it to other uses?
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What else could you make from this? Are there other markets for it? Can you reverse it? Can you rearrange it? What idea seems impossible, but if executed would revolutionize your business?
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Tips for Enhancing Organizational Creativity

Include creativity as a core company value Embrace diversity Expect creativity Expect and tolerate failure Encourage curiosity
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Create a change of scenery periodically View problems as challenges Provide creativity training Provide support Develop a procedure for capturing ideas
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Talking with customers Look for uses for your companys products or services in other markets Reward creativity Modeling creative behavior
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Ten secrets for leading Creativity

Leaders at innovative companies know that their roles in stimulating creativity and establishing a culture that embraces creativity is vital 1. They think 2. They are visionaries 3. They listen to customers 4. They understand how to manage ideas 5. They are people centered
Ten secrets for leading Creativity

6. 7.
8.
9. 10.
They maintain a culture of change They maximize team synergy, balance and focus They hold themselves and others accountable for extremely high standards of performance They refuse to take no for an answer. They love what they do and have fun doing it.
20
Tips for Enhancing Individual Creativity

Allow yourself to be creative Give your mind fresh input every day Observe the products and services of other companies, especially those in completely different markets Recognize the creative power of mistakes
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Tips for Enhancing Individual Creativity

Keep a journal handy to record your thoughts and ideas Listen to other people Listen to customers Talk to a child Keep a toy box in your office Read books on stimulating creativity or take a class on creativity Take some time off
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The Creative Process

Preparation Investigation Transformation
Incubation
Illumination
Verification
Implementation
23

Incubation
Illumination
Verification
Implementation
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Preparation

Get your mind ready for creative thinking.

Adopt the attitude of a lifelong student. Read a lotand not just in your field of expertise. Clip articles of interest to you and file them. Take time to discuss your ideas with other people.

25
Preparation

Get your mind ready for creative thinking.

Join professional or trade associations and attend their meetings. Study other countries and their cultures and travel. Develop your listening skills. Eliminate creative distractions.

26

Incubation
Illumination
Verification
Implementation
27
Investigation

Develop a solid understanding of the problem, situation or decision at hand To create new ideas and concepts in a particular field, an individual first must study the problem and understand its basic components. Creative thinking comes about when people make careful observations of the world round them and then investigate the way things work or fail to work
28

Incubation
Illumination
Verification
Implementation
29
Transformation

Involves viewing both the similarities and the differences among the information collected. Two types of thinking required:
Convergent the ability to see the similarities and the connections among various and often diverse data and events. Divergent the ability to see the differences among various data and events.

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Transformation

How can you transform information into purposeful ideas?

Grasp the big picture by looking for patterns that emerge. Rearrange the elements of the situation. Use trial & error method taking two seeming nonsensical ideas and combining them. Remember that several approaches can be successful. If one fails, jump to another.

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Incubation
Illumination
Verification
Implementation
32
Incubation

Allow your subconscious to reflect on the information collected.

Walk away from the situation. Remember 3 bs bath, bed & bus , are conducive to creativity. Take the time to daydream. Relax and play regularly. Dream about the problem or opportunity. Work on it in a different environment.

33

Incubation
Illumination
Verification
Implementation
34
Illumination

Some time during the incubation stage when a spontaneous breakthrough causes the light bulb to go on. It may take place after 5 minutes of 5 years. In this all efforts converge to create a eureka factor. Out of 200 scientist investigated, 80% said that at least once a solution to a problem had just popped into their heads usually when they were away from the problem.

Incubation
Illumination
Verification
Implementation
36
Verification

Validate the idea as accurate and useful.

Is it really a better solution? Will it work? Is there a need for it? If so, what is the best application of this idea in the marketplace? Does this product or service fit into our core competencies? How much will it cost to produce or to provide? Can we sell it at a reasonable price?
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Incubation
Illumination
Verification
Implementation
38
Implementation

Transform idea into reality Entrepreneurs act on their ideas An Entrepreneurs philosophy is Ready, aim, fire not Ready, aim, aim, aim
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Create Culture of Innovation

Recognize that creativity comes from everywhere in your company. Dont count on money as the primary motivator of creativity. Let the employees know that taking chances- and chancesthe failure that sometimes results are acceptable outcomes. Provide the necessary resources, especially time , for employees to be creative. Protect them from creativity killers.
Create Culture of Innovation

Allow time for dreaming and creative thinking Eliminate bureaucratic procedure that add no value Encourage collaboration rather than competition for the best creative results. Let employees have fun.
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Techniques for Improving the Creative Process

Brainstorming

Goal is to create a large quantity of novel and imaginative ideas.
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Brainstorming Guidelines

Keep the group small . Make the group as diverse as possible. Company rank is irrelevant. Have a well-defined problem, but dont reveal it wellahead of time. Limit the session to 40 to 60 minutes. Take a field trip. Appoint a recorder.
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Brainstorming Guidelines

Use a seating pattern that encourages interaction. Throw logic out the window. Encourage all ideas from the team. Shoot for quantity of ideas over quality of ideas. Forbid criticism. Encourage idea hitch-hiking. hitchDare to imagine the unreasonable.
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Brainstorming

Goal is to create a large quantity of novel and imaginative ideas. A graphical technique that encourages thinking on both sides of the brain, visually displays relationships among ideas, and improves the ability to see a problem from many sides. Write or sketch a problem in the centre of the page. Write down all ideas that come to mind.
MindMind-mapping


Connect each idea to the central picture. Get all the ideas on the paper in 20 min. Allow mind to rest for a short while and begin to integrate ideas on the page into a mind map. As you organize your thoughts you could look for new connections for the New ideas
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TRIZ

TRIZ is a systematic approach designed to help solve any technical problem, whatever its source. TRIZ is a left brained, scientific, step-by-step step-byprocess that is based on the study of hundreds of the most innovative patents across the globe. Unlocking the principles behind those patterns allows one not only to solve seemingly insurmountable problems, but also predict where the next challenges would arise.
Rapid Prototyping

Transforming an idea into an actual model that will point out flaws and lead to design improvements. The three principles of rapid prototyping are the three Rs : Rough, Rapid, Right Models do not have to be perfect; in the earlier phases of developing an idea, perfecting a model is a waste of time. The model should be good enough to determine what works and what does not.
Rapid Prototyping

Doing so allows an entrepreneur to develop prototypes rapidly, moving closer to successful design with each iteration The final R, right means building lots of small models that focus on solving particular problems with an idea.
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Protecting Your Ideas

Patent a grant from the Patent and atent Trademark Office to the inventor of a product, giving the exclusive right to make, use, or sell the invention for 20 years from the date of filing the patent application.
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Number of Patent Applications and Patents Issued
400,000
350,000
Number of Applications or Patents
300,000
250,000
Patent Applications Patents Issued
200,000
15 0 , 0 0 0
10 0 , 0 0 0
50,000
19 7 5 19 8 0 19 8 5 19 9 0 19 9 5 19 9 7 19 9 8 19 9 9 2000 2001 2002 2003 2004
The Steps to a Patent

Prosecute the patent application Submit the patent application Study search results Search existing patents Document the device stablish the inventions novelty

Trademark any distinctive word, symbol, design, name, logo, slogan, or trade dress a company uses to identify the origin of a product or to distinguish it from other goods on the market. Service mark the same as a trademark except that it identifies the source of a service rather than a product.
Trademark Applications and Trademarks Issued
3 50 ,0 0 0
3 0 0 ,0 0 0
2 50 ,0 0 0
2 0 0 ,0 0 0 Trademark Applications 150 ,0 0 0 Trademarks and Renewals Issued
10 0 ,0 0 0
50 ,0 0 0
19 8 0 19 8 5 19 9 0 19 9 5 19 9 7 19 9 8 19 9 9 2000 2001 2002 2003 2004

Copyright an exclusive right that protects the creators of original works of authorship such as literary, dramatic, musical, and artistic works. Copyrighted material is denoted by the symbol .
55

Type of Protection
Copyright Trademark Design patent Utility patent
What It Covers
Time Required
6 12 months Up to 2 years 2 5 years 2 5 years
Cost
About Rs. 1000 Rs. 20,000 Rs.2-4 lakhs Rs.2-dodo-dodo-
Works of original About 2 weeks authorship Logos, names, phrases Look of an original product How an original product works
Business method A business patent process

Source: Anne Field, How to Knock Out Knock Offs, Business Week, March 14, 2005. Week,

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Inside the Entrepreneurial Mind: From Ideas to Reality

Copyright 2008 Prentice Hall Publishing

Creativity and Innovation

Copyright 2008 Prentice Hall Publishing

Failure: Just Part of the Creative Process!

For every 3,000 new product ideas:

Can We Learn to Be Creative?

How Creative Are You?

Roll Roll Roy Roy

How Creative Are You? X VBN

Triumph of the Spirit

Two for One Stock Split Objection Overruled

Blue in the Face

RightRight-Brained, Creative Thinkers

Copyright 2008 Prentice Hall Publishing

RightRight-Brained, Creative Thinkers

Copyright 2008 Prentice Hall Publishing

LeftLeft-Brained or Right-Brained? Right

Entrepreneurship requires both left-and rightleftrightbrained thinking.

Copyright 2008 Prentice Hall Publishing

Copyright 2008 Prentice Hall Publishing

Questions to Spur the Imagination

Copyright 2008 Prentice Hall Publishing

Questions to Spur the Imagination

Copyright 2008 Prentice Hall Publishing

Questions to Spur the Imagination

Copyright 2008 Prentice Hall Publishing

Tips for Enhancing Organizational Creativity

Copyright 2008 Prentice Hall Publishing

Tips for Enhancing Organizational Creativity

Copyright 2008 Prentice Hall Publishing

Tips for Enhancing Organizational Creativity

Copyright 2008 Prentice Hall Publishing

Ten secrets for leading Creativity

Ten secrets for leading Creativity

Copyright 2008 Prentice Hall Publishing

Tips for Enhancing Individual Creativity

Copyright 2008 Prentice Hall Publishing

Tips for Enhancing Individual Creativity

Copyright 2008 Prentice Hall Publishing

The Creative Process

Copyright 2008 Prentice Hall Publishing

The Creative Process

Copyright 2008 Prentice Hall Publishing

Get your mind ready for creative thinking.

Copyright 2008 Prentice Hall Publishing

Get your mind ready for creative thinking.

Copyright 2008 Prentice Hall Publishing

The Creative Process

Copyright 2008 Prentice Hall Publishing

Copyright 2008 Prentice Hall Publishing

The Creative Process

Copyright 2008 Prentice Hall Publishing

Copyright 2008 Prentice Hall Publishing

How can you transform information into purposeful ideas?

Copyright 2008 Prentice Hall Publishing

The Creative Process

Copyright 2008 Prentice Hall Publishing

Allow your subconscious to reflect on the information collected.

Copyright 2008 Prentice Hall Publishing

The Creative Process

Copyright 2008 Prentice Hall Publishing

LeftLeft-Brained or Right-Brained? Right