«Imagine you are part of a team working in the aerospace industry and you’ve just been tasked with the objective of coming up with a brand new plane which will travel faster than anything else currently in the skies. Resources are very limited and you lack some important information, which is top secret and held by your big competitor…» (see Goller & Bessant, 2017).
Situations like these demand creativity – the ability to come up with novel solutions to problems. Creativity is indispensable for innovation, creating value from ideas, which in turn creates economic and social benefit.
In Ina Goller’s and John Bessant’s new release “Creativity for Innovation Management”, creativity is explored as the fuel driving the innovation process. The question is not whether or not we can be creative – we already are! However, it isn’t a magical flash of inspiration but rather the application of a set of skills, the development of particular competences. And there are several things we can do, as individuals, groups and organizations, to improve our capacity for it. Because unless we can relate these factors to behaviours which can be practised and developed these factors won’t make a difference in practice. In fact, companies have a hard time implementing success factors for innovation. Serious skill or competence development involves training and continuous work – it is like working out at the gym. So, the book finishes each chapter with the underlying competences and skills which can be identified and trained. Visiting the gym means using a range of ‘exercises’ to develop creative competences for yourself and your team.
The book covers both, the individual and the team level of creativity. In a second section context of creativity and innovation, e.g. environmental factors are looked at. In a third section several examples of how to enable innovation are given. Finally, the authors take a glimpse into the future and identify technical and social trends likely to mean for how creativity plays out in the longer term.
Creativity can be developed and deployed in a wide variety of ways. It’s at the heart of being human. Thus, the question is how to unlock what is already there and then hone and develop the skills of being creative. The very readable book combines theory and practice, drawing on the latest research. Many relevant tools and techniques, as well as case studies, enable the reader to become a real creativity expert.
Author: Lea Helfenstein
Creativity for Innovation Management
by Ina Goller and John Bessant
1st edition 2017, published by Routledge