I recently gave a presentation at Central Saint Martins College of Art and Design on a topic entitled "Is creativity management an oxymoron?"
The essential confusion to people resistant to the idea of "creativity management" was the word "management." Replace it with the word "optimization" and the resistance disappears; all we're really trying to do is optimize the quality of the idea pool and optimize the implementation process.
Then you can suggest that most people already implicitly accept the idea of creativity management: if you ask them to solve a problem or engage in a particular endeavour, one of the things they're likely to do is herd people into a room with a flip chart and conduct some sort of brainstorming session and implicit in that action is the acceptance that certain methods, processes and procedures enhance creative output.
Then you can begin discussing how to improve the enormous amount of creative output people generate, from problem solving in everyday business life right up to the level or art.
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TIP OF THE DAY: INCREMENTAL CHANGE LEADS TO RADICAL CHANGE
All too often the concept of innovation is intricately linked with radical change. In fact, the opposite is true:
a) Most successful innovations take advantage of existing technology, are moderately new to market (not radically new), support existing behaviours, support customer needs and save money.
b) Radical innovation is the result of compounded incremental change. An example of this is looking at an old photo – very minute changes make big differences over long periods. The Internet resulted from the connectivity of the PC, which developed out of the mainframe, which owes its existence to the solid state transistor, which evolved from the earliest cathode ray tubes and so forth.
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If you haven't already done so, you can buy the MBA Research Project on Managing Creativity and Innovation, DIY Audit, Good Idea Generator software and the 50 slide Powerpoint Presentation from http://www.managing-creativity.com
Best
http://www.managing-creativity.com
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