Creativity is the use of imagination or original ideas to create something. It is characterized by the ability to perceive the world in new ways; do something unpredictable, original, and unique; and find something which is truly by one’s own thought. The created item can be anything; it can be intangible (such as an idea, a scientific theory, a musical composition, or a joke!) or a physical object (such as an invention, a literary work, or a painting).
According to Robert Sternberg, creativity is the production of “something original and worthwhile.” A good definition of creativity that I like comes from Rollo May, who described it as “the process of bringing something new into being. Creativity requires passion and commitment. It brings to our awareness what was previously hidden and points to new life.”
Innovation is an act of implementing something new, or it can simply be defined as “creativity into reality.” It is a process of transforming unique, creative ideas into new realities, which may turn into greater benefits, depending on their impact on the business organization, government, and society.
Innovation is a growth multiplier. Millennial companies have claimed that innovation is definitely a driver of rapid and profitable revenue growth. In fact, they consider it a “competitive necessity” for their organization. According to PwC’s recent study “Unleashing the Power of Innovation,” 74 percent of CEOs regard innovation as equally important to the success of their company as operational effectiveness, if not more. This is the first time in recent history that innovation has been on a par with operations in the C-suite.
A misconception is that innovation is generally considered introducing a new product only. However, it is not restricted to products; we can innovate our customer services, partnerships, business models, marketing methods, and many more. Innovation can be done in many things and in many ways. So, stop restricting yourself and let your ideas come into reality, will you? The world is in search of creative and innovative people.
I am always asked in most of my presentations and workshops about the difference between creativity and innovation. People sometimes get confused between creativity and innovation. Let us start with a very simple definition of both, which can help us easily differentiate between the two.
Creativity is the ability to think of something new, whereas innovation means executing creative ideas or implementing something new.
Bearing in mind this basic difference, we can further differentiate the two using an example: suppose you are in a meeting and you come up with a new idea. That is creativity (the ability of your mind to think and create some new ideas), but it is not an innovation until it gets implemented.
Creativity is generating some unique ideas, whereas innovation could be introducing something better into the market. There is no risk in creativity because it is a virtual process, whereas there is always risk in innovation because it is reality.
I am used to reading the Harvard Business Review, quite often to keep myself up-to-date with “what’s going on out there in business.” This time, I found something that totally justifies and throws light on my above-mentioned philosophy: “Creativity is not innovation.”
Harvard surveyed thousands of executives in Fortune 500 companies to rate their companies’ innovation skills on a scale of 1 to 10: 1 being poor and 10 world-class. The survey participants overwhelmingly believed that their companies were better at generating ideas (average score of 6) than at commercializing them (average score of 1). So, which is more effective: improving your (already good) creativity score from 6 to 8, or increasing your (very poor) execution score from 1 to 3?
It is no contest. Companies tend to focus far more on improving the front end of the innovation process—creativity. But the real leverage is in the back end.
Ideas will only get you so far. Consider companies that struggled even after a competitor entered the market and made their great idea transparent to all. Did Xerox stumble because nobody noticed that Canon had introduced personal copiers? Did Kodak fall behind because they were blind to the rise of digital photography? Did Sears suffer a decline because they had no awareness of Walmart’s new everyday-low-price discount retailing format? In every case, the ideas were there. It was the follow-through that was lacking. In fact, their research found that innovation initiatives face their stiffest resistance after they show hints of success, begin to consume significant resources, and clash with the existing organization at multiple levels—that is, long after the idea generation stage.
Managers seem to be enamored with the Big Idea Hunt for three reasons: First, coming up with an idea does not create tension with the core business. Second, idea-proffering is cool, while execution is long, drawn out, and boring. Third, companies think they are good at execution. But generally, they are good at execution in their core businesses; the capabilities making that possible are poisonous for innovation.
Thomas Edison, the greatest innovator of all time, put it well: “Innovation is 1 percent inspiration and 99 percent perspiration.” Reflect on how much time your organization spends on inspiration versus perspiration. What are the barriers to execution? How are you attempting to overcome them? You will get to know them through further reading. I would like to mention what IBM Global Business Services mentioned as five barriers to innovation: inadequate funding, risk avoidance, siloing, time commitments, and incorrect measures.
The UAE Innovation Week Festival is held annually during the month of November, and it includes more than 100 activities in each emirate to celebrate innovation across the UAE from the spectrum of government and private sectors, as well as from the public. The festival also attracts various segments of society, such as students and youth, citizens, residents, visitors, and government employees. During the launch of the Innovation Week, His Highness Sheikh Mohammed bin Rashid Al Maktoum, vice president and prime minister of the UAE and ruler of Dubai, said, “Innovation offers a new method of functioning for UAE’s vital sector. We will assess the progress achieved in the adoption of this method through the UAE Innovation Week. We have multiplied our investments in innovation, especially in terms of equipping and training our national cadres, because keeping pace with the rapid changes taking place in the world requires innovative cadres and an environment that supports innovation.” He also added, “Our government agencies are racing to come up with creative ideas as part of the UAE’s approach of innovation.”
Sheikh Mohammed stated that the UAE government has gone through phases of development by establishing quality and excellence criteria and performance evaluation and providing online and smart services in every field. He highlighted the importance of innovation, saying that “if the government succeeds in providing the best innovation environment for its staff, we can provide a better future for our citizens.”
Sheikh Mohammed has launched a fund worth $545 million to finance innovation. The Sheikh Mohammed bin Rashid Al Maktoum Fund to Finance Innovation is designed to provide financing solutions for innovators across various sectors within the UAE and support them in transforming ideas and suggestions into innovation projects, which will contribute to the country’s national innovation strategy and achievement of the UAE Vision 2021.
I feel fortunate enough to be a citizen of this great country, which promotes innovation in almost every possible area.
CRITRAL Thinking
F. Scott Fitzgerald said, “The true test of a first-rate mind is the ability to hold two contradictory ideas at the same time.” This maxim has become a daily reality for organizations worldwide. My philosophy rests on my self-coined term of thinking called “the CRITRAL thinking”—it is a unique blend of “critical and lateral” thinking.
The human mind is burgeoning with ideas all the time; critical thinkers analyze the nitty-gritty of any issue on the basis of facts and figures. On the other hand, lateral thinkers, or better called creative thinkers, look beyond the face value and delve deep into the subliminal layers of any particular thing and come out with solutions which are not mundane. The big question is, what happens when you put the right-brain thinkers together with the left-brain thinkers? Collisions.
The way I see it, both are equally imperative in this era. One just needs to know how to strike the right balance between both and achieve a synergy between analysis and artistry. Bombard your mind with new/various experiences, and then connect the dots by answering the five “W” and one “H” questions. What are the five Ws and one H? They are who, what, why, when, where, and how. The five Ws are questions whose answers are considered basic in information gathering or problem solving.
Some authors add a sixth question, how, to the list, although how can also be covered by what, when, or where.
Each question should have a factual answer—facts necessary to include for a report to be considered complete. Importantly, none of these questions can be answered with a simple “yes” or “no.”
The result is outstanding and breakthrough thinking. From the perspective of innovation, this is critically important to understand and will help you get the best from yourself, your colleagues, and your boss. The following infographic summarizes my CRITRAL thinking philosophy;
As a leader, it is your challenge to find your own thinking style and those of your other team members to enable you to solve a problem or actively manage the innovation process because innovation takes place when different people present different ideas, perceptions, and judging information. The so-called left-brain thinkers tend to approach a problem not in an emotional but in a logical, analytical way. The right-brain thinkers rely more on intuitive approaches. And companies that effectively collect, synthesize, and “collide” them have a higher probability of success.
The big question here is, can a person use both thinking styles at the same time? The answer is yes. But that takes a lot of training and practice. The left brain is also referred to as the digital brain; it controls reading and writing, calculation, and logical thinking. The right brain is referred to as the analog brain. It controls the three-dimensional sense, creativity, and artistic senses.
At times, I ponder, what is so fantastic about being creative? Are we creative by choice or by chance? Creativity is definitely that extra factor that adds a spark to your persona and distinguishes you from the rest. It could be the way you talk, the way you dress up, the way you cook, or the way you perceive any situation in life. I believe everyone is creative and gifted. It is the environment which either helps it to proliferate or nips it in the bud. The world is jampacked with people who would raise eyebrows at your creative endeavor, but you cannot deny the fact that there are plenty of options to showcase your creativity too.
The key is to focus on perception. Latest neuroscience studies have plenty to say. Novelty comes when we perceive things differently. Interestingly, the human mind has an innate tendency to slip into routine shortcuts. Bombarding new perceptions or recalibrating our brain requires effort and soaks up a lot of energy. Have you not felt completely drained out mentally when you try to be creative or innovate a bit? Certainly, yes.
Fresh, creative insights are invaluable. But creativity is not a trait reserved for the lucky few. Once you conquer the initial challenges, creativity comes easily to you.
There is no doubt that innovation is inherently risky, and getting the most from a portfolio of innovation initiatives is more about managing risk than eliminating it. Since no one knows exactly where valuable innovations will emerge, and searching everywhere is impractical, do not push yourself too hard—the best ideas show up when you are relaxed and aiming for excellence. That is it!
The following quote of Tom Watson gives me encouragement: “A minute! You achieve excellence by promising yourself right now that you will never again knowingly do anything that is not excellent—regardless of any pressure to do otherwise by any boss or situation.”
In a friendly discussion with my PhD advisor, Mohammed Arif, my professor for sustainability and process management during my years of studies at the University of Salford, Manchester, UK, the idea and concept of IPS was born. We knew that most great ideas remain dormant because people do not have the courage, resources, time, or money at their disposal to take action. Innovation sits in a lonely place because few people have the courage to dream big with their radically different ideas. And for those who take action, most of them are unprepared and take the plunge without weighing up the pros and cons, eventually draining out their valuable time and energy.
Hence, as an advocate of “CRITRAL thinking,” I instituted an idea management system called innovation promotion system, which is my contribution towards a more innovative society. The idea and concept behind the innovation was very well received and implemented by so many organizations in the UAE.
Some of the recommendations of Professor Mohammed Arif included writing a book on my idea management system. His other suggestion was to summarize my thesis in an audio and visual aid (DVD), which could act as a source of reference and inspiration for individuals and organizations who are keen on practicing and improving their idea management system. Let us have a quick look at the variables and elements of this idea management system.
This part of the process deals with providing staff with the motivation to look at innovative ideas and come forward with some proposals. The idea generation part of the suggestion systems should be able to provide participants with some sort of structure for their ideas and help them think of ways to implement them effectively. It should also help them analyze the benefits and compare them with existing practices.
This part of the system is the interface, either IT or paper based, that people need to navigate to submit their ideas. The interface should be easy to use and should provide easy access to all the areas needed for submission. The submission portal also needs to have an effective tracking system.
The rubric for evaluation should be clearly defined. The evaluation system should not be merely an accept/reject system and should give participants the impression that their ideas are treated fairly. If possible, this system should provide good, constructive feedback and maybe an opportunity to resubmit the participants’ suggestions after revision.
The reward for the idea being accepted does not need to be financial; it could be just a recognition. However, whatever it is, it should be publicized company-wide so that employees are encouraged to participate more. Some organizations use a proportion of the benefit, but it does not have to be that. It could be gifts or maybe additional annual leave.
Idea implementation should be well-publicized within the organization and the benefit monitored and audited. The implementation process should also look at lessons learned about things that were considered and ignored while proposing the idea. Also, the implementation should be discussed in team meetings to improve the quality of ideas for the future.
Motivation is key to attracting suggestions and keeping people interested. Oftentimes, people do things that top management likes. They also want to trust management in that they would be treated fairly and recognized for their ideas. In some companies, where their suggestion system is successful, you will find that the CEO personally discusses and mentions it in the