Business Innovation ? the Value of Structure

Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.

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

There are distinct processes that enhance problem identification and idea generation and, similarly, distinct processes that enhance idea selection, development and commercialisation. Whilst there is no sure fire route to commercial success, these processes improve the probability that good ideas will be generated and selected and that investment in developing and commercialising those ideas will not be wasted.

The Value of Structure

Structure is one of the most valuable tools for enhancing creativity. There are essentially two types of structure: Frameworks and Work Processes.

a) Frameworks. These include models such as PEST, Porter's Five Forces or The Hero's Journey in screenwriting. They break up the larger task into smaller more manageable pieces and each smaller pieces is the route to it's own pathway. For example, tell me about your business? This will lead to a number of answers. Now tell me about the Political, Economic, Social and Technological aspects of your business? This will lead to a set of answers for each, probably increasing the total number of ideas by a factor of four.

b) Work Processes. These include systems such as setting incremental goals or final goals within time limits. Incremental and final goals produce far more output than a "do your best" approach. And with increased output comes the higher chance of increased quality, especially as competencies are developed.

These and other topics are covered in depth in the MBA dissertation on Managing Creativity & Innovation, which can be purchased (along with a Creativity and Innovation DIY Audit, Good Idea Generator Software and Power Point Presentation) from http://www.managing-creativity.com/

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Kal Bishop MBA, is a management consultant based in London, UK. He has consulted in the visual media and software industries and for clients such as Toshiba and Transport for London. He has led Improv, creativity and innovation workshops, exhibited artwork in San Francisco, Los Angeles and London and written a number of screenplays. He is a passionate traveller. He can be reached on http://www.managing-creativity.com/

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