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Creativity and Innovation Management: Incubation and Insight

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Creativity and Innovation Management: Incubation and Insight

Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.

There are other useful definitions in this field, for example, creativity can be defined as consisting of a number of ideas, a number of diverse ideas and a number of novel ideas.

There are distinct processes that enhance problem identification and idea generation and, similarly, distinct processes that enhance idea selection, development and commercialisation. Whilst there is no sure fire route to commercial success, these processes improve the probability that good ideas will be generated and selected and that investment in developing and commercialising those ideas will not be wasted.

Incubation and Insight

Two of the most common terms in the field of creativity include Eureka! Or Aha! Often these terms are used to describe that moment when an idea has occurred "out of the blue." This whole set of terminology and the inherent assumptions are misleading.

a) Ideas do not occur out of the blue. The mind works on various problems at various cognitive levels. Aha or Eureka is the moment when solutions to problems become conscious. If Newton did discover gravity while sitting under an apple tree, it is because his mind was engaged with the topic of planetary motion and the memes of his times.

b) The process of allowing the mind to work on various problems is calle incubation. Allowing incubation to take place results in richer solutions than if time pressure were used to elicit responses. But time pressure also has benefits ? it increases output thus leading to higher probabilities of quality ideas emerging.

c) Aha and Eureka are terms that trigger bad thinking. Insight is better.

These topics are covered in depth in the MBA dissertation on Managing Creativity & Innovation, which can be purchased (along with a Creativity and Innovation DIY Audit, Good Idea Generator Software and Power Point Presentation) from

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Kal Bishop MBA, is a management consultant based in London, UK. He has consulted in the visual media and software industries and for clients such as Toshiba and Transport for London. He has led Improv, creativity and innovation workshops, exhibited artwork in San Francisco, Los Angeles and London and written a number of screenplays. He is a passionate traveller. He can be reached on

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Creativity and Innovation Management: Incubation and Insight

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