Kreitner et al (Fundamentals of Organizational Behaviour) discuss three broad types of creativity - creation (making something absolutely new), synthesis (combining existing things), and modification (adjusting some existing thing).
Regardless of the claims of many management innovators that they have "created something new" most have either synthesized or modified existing processes. Try and think of some process or technology developed within the last 20 years that is truly absolutely new and you will soon realize that most are usually an iterative advance over some previous improvement. Even social media which did not exist in it's current form 20 years ago can be argued to be just a different version of the Rotary Club - a place for like-minded individuals to meet and connect.
The purpose of my comment is to not diminish the claims of innovators but to more accurately describe what they have really achieved so we can better understand the value of creativity and innovation.
If your firm is chasing sales, marketing, or customer service innovation in the form of creating new processes or products, maybe it would be better to step back and look at the value and strategic advantage of the synthesis or modification of what already exists.
Monday, April 5, 2010
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