Creativity can be defined as the identification of problems and the generation of ideas, while innovation can be defined as the selection, development and commercialization of ideas.

There are other useful definitions in this field, for example, creativity can be defined as a series of ideas, several diverse ideas and several novel ideas.

There are different processes that improve problem identification and idea generation and, similarly, different processes that improve the selection, development and commercialization of ideas. While there is no surefire route to commercial success, these processes improve the likelihood that good ideas will be generated and selected and that the investment in developing and commercializing those ideas will not go to waste.

Types of Innovation

Tidd et al (2005) argue that there are four types of innovation; consequently, the innovator has four paths to investigate when he looks for good ideas:

a) Product innovation: new products or product improvements. The new Mini or upgraded VX Beetle, new mobile phone models, etc.

b) Process innovation: where some part of the process is improved to generate benefits. Just in time is a good example.

c) Positioning innovation: Lucozade used to be a medicinal drink, but was repositioned as a sports drink.

d) Paradigm Innovation – where major shifts in thinking cause changes. During the days of the expensive mainframe, Bill Gates and others tried to provide a home computer for everyone.

These and other topics are covered in depth in the Master of Creativity and Innovation Management dissertation, which is available for purchase (along with an Innovation Bible, Creativity and Innovation Audit, Good Idea Generating Software, and a Power Point presentation) at http://www. .managing-creativity.com/

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Kal Bishop, MBA

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