MANUAL CREATIVITY AND BUSINESS INNOVATION

MANUAL CREATIVIDAD, INNOVACIÓN Y EMPRENDIMIENTO

1. CREATIVITY AND INNOVATION

1.1. Creativity Creativity has been the central theme of many studies and has been analysed from multiple points of view. However, for this paper we will understand creativity as the ability to generate and realise new ideas. From this definition we can infer that it will require not only originality, but also effectiveness (Runco & Garrett, 2012). Thus, it is this effectiveness (the ability to carry out the ideas generated) that differentiates creativity from imagination. There is often a tendency to simplify this concept by reducing creativity to a brilliant idea from a single person. In practice, the creative process involves the coming together of many ideas and the collaboration of many people with different expertise (Catmull & Ed, 2008) who have a huge influence on all the phases that make the initial idea take shape and give rise to new products, processes or services (innovation). This process, however, is not an orderly and uniform process, but rather the different phases mix, interrelate, change order and create synergies as the idea develops.

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European Open Business School