Creativity and creative problem-solving have become the thrust areas of business in this ever-changing and dynamic environment. Organizations are building up the culture of creativity in order to bring in innovation, stay at the cutting-edge and gain competitive advantage. Creative problem-solving has become the buzzword as organizations try to garner greater market share and search relentlessly for new competencies and acquire new skills. Human ability to innovate has, thus, become the touchstone for organizations to achieve sustainable growth.
Creativity and creative problem-solving are different from invention. Any product, process or solution which emerges out of the creative process should be capable of commercial success. This is the reason why organizations are setting in motion a monitoring mechanism to critically analyze the outcome of the innovations that have resulted from the institution of a creative process.
Generating new ideas does not automatically result in innovations. It is just the first mile in the journey. The crux of the challenge lies in the conversion of innovative ideas into products or services which find acceptance from customers. In order to ensure this, organizations are designing structures for managing creativity and innovation.
Creativity is becoming an essential ingredient in business because competence, data information and technology are becoming commodities available to everyone. Jack Welch says: “We know where most of the creativity, the innovation, the stuff that drives productivity lies – in the minds of those closes to the work.”
Creativity is achieved by removing mind blocks and by thinking of the unthinkable. Exercising our brain will lead to increased creativity. This will, in turn, enable us to deal with organizational problems that are unique in nature. Managements these days face a whole lot of challenges in the dynamic business environment. To overcome these challenges and take on board these hurdles and exploit them to our advantage, we need to exercise our creativity.
Having said that, it is important to note that communities at work are getting consolidated. Companies that can bridge the tension between people’s latent creativity and spirit of innovation and the forces pushing towards the flexible, networked world of the future will create values that both communities and individuals can share and enjoy. Collaboration, reciprocity and mutual advantage are the essence of the organization of the future, as are authenticity, meaning and trust. In this context, the culture of creativity and innovation assumes paramount importance.
Case Study under the guidance of Prof. Santanu Ray