Transcript Marketing

Chapter 12
CREATIVITY AND
HUMAN RELATIONS
McGraw-Hill/Irwin 2010
Modified by Jackie Kroening 2011
The Creativity Connection
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Creativity
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* Ability to produce ideas or problems to solutions
that are unique, appropriate, and valuable.
Related to self-esteem and relationships.
Business factors (the number and quality of
products) are affected by the creativity of
employees.
** Many companies and some countries have
started taking creativity seriously but most
companies don’t.
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
What is Creativity
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Creative people have flexibility and
fluency in ideas.
Distinction between creativity with a big
“C” and with a small “c.”
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Big “C” sees creativity as a new concept
valued by society, and produced to fulfill
that role.
Small “c” is related more to one’s personal
experience.
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
What is Creativity
(Idealization Creation)
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Creative people
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Usually average/above average in
intelligence.
Although smart, are also often naive.
Should be able to engage in “divergent
thinking.”
Being a genius does not make someone
creative.
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
Perception and Creativity
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** Groups have their own beliefs about what
should be done and how it should be done;
this is called collective habits of thought.
Perception is the way in which a person views
the world.
Sometimes people’s perceptions are blocked
or distorted by rules that they think they need
to follow.
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
Perception and Creativity
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Characteristics of creative people
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Expert knowledge.
Openness to new experiences.
Independent spirit.
Internal motivation.
Persistence.
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** Intuition
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Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
Inside the Creative Process
Graham Wallas described four
basic steps in the creative
process:
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1.
2.
3.
4.
Parts taken from Human Relations 4ed
Perception and Preparation
Incubation
Inspiration
Verification
Modified by Jackie Kroening 2011
Inside the Creative Process
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Step One: Perception and Preparation
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* Perception is the beginning point. **
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perceive the problem accurately
Make sure the idea is useful and real.
Make sure that you
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Step Two: ** Incubation
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Might take minutes, hours, months or even years.
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May involve research and experimentation.
Step Three: Inspiration
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Also called “illumination.”
Incubation and struggle come together to form a real concept.
Wallas called this step the ‘happy idea(s).’
Step Four: Verification
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This is an important step.
The newly created concept/product/service is proven to be
worthwhile.
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
Creativity in the Workplace
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An effective manager must encourage
creativity among employees by creating a
climate of deferred judgment.
They may use a formal method for receiving
suggestions, with all employees knowing the
procedure.
Companies are beginning to use reward
systems to encourage creative suggestions.
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
Creative Methods for Groups
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Brainstorming
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** Spontaneous group discussion to find
multiple solutions for problems.
Devised by Alex Osborne in 1934.
Consists of two sessions.
Works best for solving simple, well-defined
problems; can also be used in any context.
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
Creative Methods for Groups
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Brainstorming - First session:
1.
2.
3.
4.
5.
6.
7.
Participants speak in phrases.
Hitchhiking on others’ ideas is
encouraged.
Criticism is forbidden.
Silliness is encouraged.
Climate is relaxed.
All ideas are recorded.
A large quantity of ideas is encouraged.
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
Creative Methods for Groups
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Brainstorming - Second session:
1.
2.
3.
4.
5.
Return to rational mode.
All ideas are analyzed and prioritized.
Idea duplications are eliminated.
Ideas are ranked in order of importance.
Everyone gives evaluative input.
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
Creative Methods for Groups
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The Nominal Group method
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Encourages creativity in a group by
allowing everyone to offer individual,
anonymous ideas.
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** Effective when used with
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shy/unassertive people.
Involves six steps.
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
Creative Problem Solving
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Intrinsic motivation is more powerful than
extrinsic motivation in encouraging creativity.
Companies focus more on extrinsic than on
intrinsic rewards for creativity.
Intrinsic rewards drive employee self-esteem.
Creative problem solving is a useful skill that
all employees will need to develop.
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
Strategies for Success
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Increase your creativity:
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2.
3.
4.
5.
Get into the open mode.
Think of yourself as a creative
person.
Learn to see problems as
opportunities.
Look for more than one or two
solutions to a problem.
Learn to play the violin.
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
Strategies for Success
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Increase your creativity (cont.):
6.
7.
8.
9.
10.
Turn your ideas into action.
Don’t be afraid to break some rules.
Don’t be afraid to make mistakes.
Spend time with creative people.
Capture creative ideas when they
happen.
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
Strategies for Success
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“Ten Mental Locks”:
1.
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4.
5.
6.
7.
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9.
10.
Look for the one right answer.
That is not logical.
Follow the rules.
Be practical.
Play is frivolous.
That isn’t my area.
Don’t be foolish.
Avoid ambiguity.
To err is wrong.
I’m not creative.
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
Strategies for Success
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Use Bob Eberle’s SCAMPER to solve
problems
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Substitute - Is there a person, place, or object that
might work better?
Combine - Are there ideas, goals, or purposes that
could be combined?
Adapt - Are there parts of the plan or the process I
can reshape or fit to this issue?
Modify - How and what can I alter, revise, enlarge,
or shrink to resolve this issue?
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011
Strategies for Success
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Use Bob Eberle’s SCAMPER to solve
problems (cont.):
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Put to another use - What can I put to
different or new uses to resolve the
problem?
Eliminate - What can be omitted, simplified,
or removed?
Rearrange - Can I change the order of
events, the plan itself, or the desired
outcome?
Parts taken from Human Relations 4ed
Modified by Jackie Kroening 2011