Do you suppose innovation equals creativity? Creativity is the technology of authentic, unimaginable and ingenious concepts and ideas. Innovation is about their implementation and execution — turning these artistic concepts right into a profitable enterprise or one thing prospects will need to purchase (services or products) or adhere to (strategies, methods, theories, and so on.).
But when creativity is the precursor to innovation, can solely artistic individuals innovate? Does this imply that others don’t have any probability relating to innovation? Once more, the reply isn’t any. Innovation requires each rational and artistic considering to succeed.
It’s extensively believed that creativity is on the different finish of the size in comparison with rationality.
- Rational considering relies on the power to attach info from totally different sources (details, structured and unstructured information) and apply reasoning and logic to succeed in affordable conclusions.
- Creativity is much less about details and extra about feelings. Artistic persons are often playful characters who can flip instinct into magical new concepts that nobody has considered earlier than.
Folks usually consider themselves as both rational or artistic, however the actuality is that all of us have a little bit of each. Though we may be predominantly one or the opposite, all of us have two hats: the rational hat and the artistic hat.
The important thing to unlocking innovation is constructing groups of artistic and rational thinkers and inspiring them to play each roles by way of the innovation course of in a time period we wish to name rational creativity.
The function of rational creativity within the innovation course of
Part 1: Evaluation of the details
The primary stage of the innovation worth chain is researching varied buyer tendencies, market analysis and macroeconomic tendencies. At this stage we want:
- Rational thinkers analyze details and switch them into key insights that can slender down areas of focus.
- Artistic thinkers will assist us make connections between insights and join seemingly unrelated ideas to finally establish a spot, an unsolved downside, or an enchancment to an current resolution, service, product, or methodology.
As skilled innovators, we all know that not all improvements must be revolutionary. Innovation will also be incremental and introduce a distinct means of doing one thing that provides worth.
Part 2: Discovering an answer
Rational creativity begins once more after we transfer to the subsequent stage of the innovation course of and picture potential options to our recognized downside. Rational thinkers are sometimes afraid of group considering and dealing with sticky notes. They really feel like fish in a vada and not using a structured course of. Whereas we want artistic minds to give you nice concepts, we additionally want rational thinkers to floor these concepts and discover a strategy to make them possible and fascinating. If the consumer is not going to need to purchase or use it, it isn’t an innovation. Creativity is nice, however with out rationality it’s going to by no means turn out to be innovation.
Part 3: Testing Assumptions
The design considering rulebook says that when we’ve an concept that we need to develop, we should first take a look at the assumptions we’ve made to substantiate that we’re specializing in the appropriate downside to resolve and that we’ve an thought that can really resolve it.
Testing assumptions is a course of that requires each rationality and creativity. Rational creativity is required. Right here, our artistic thinkers will assist break the mould of what feels proper. Recognizing all of the issues we might have taken with no consideration requires considering outdoors the field or being counter-intuitive.
Our rational thinkers will act like scientists and discover proof to substantiate or invalidate our recognized assumptions. This proof would be the key to progress on our innovation journey as it’s going to open one among three doorways:
- The proof suggests that you’re heading in the right direction and will proceed in your path to growth.
- The proof means that your resolution has potential, however it’s best to make modifications to discover a new course that can mean you can attain your objective. That is known as a pivot.
- The proof suggests that you’re specializing in the incorrect downside or resolution. The issue will not be large enough to be value your time. Perhaps it isn’t an issue in any respect. Or the consumer might not see the worth of your resolution. Or worst of all, the innovator’s nightmare: the answer does not resolve the issue. That is once you be taught quick and quit on an thought.
The testing part of the innovation worth chain is a focus for the rational facet of our mind as a result of all the things is evidence-based. This stage is essential to understanding whether or not it’s best to proceed to maneuver ahead. So if you have not loved the considering a part of the innovation course of, go forward and present the facility of rationality right here.
Nonetheless, your artistic thinkers even have a task in searching for alternate options once you discover that your exams aren’t coming again with the proof you anticipated. Your artistic considering will mean you can search info past what’s express to discover “outdoors the field” alternate options and refine the answer to make it extra strong or resolve extra issues than initially recognized.
Part 4: Construct and launch
After testing, we transfer to the construct and launch part, which once more requires the rigor of rational considering to substantiate that the answer we’re constructing meets the wants of the customers. On this case:
- Artistic thinkers will help design product experiences
- Rational thinkers will help obtain outcomes and make them tangible
Throughout the launch part, rational thinkers will look to advertising and marketing, gross sales, distribution and course of monitoring mechanisms for steady enchancment, whereas your artistic thinkers will help you design new product/resolution enhancements, advertising and marketing channels and loyalty methods.
How one can construct the proper rational artistic crew?
To construct the proper rational artistic crew, search for profiles with numerous backgrounds and embrace individuals who know concerning the matter and people who do not to incorporate complementary views. By together with artistic and rational profiles and agreeing on the best way of working, the crew will really feel snug in a altering and versatile surroundings.
It’s also essential to remind crew members of the roles every performs within the innovation course of. We should always always remember the larger image and acknowledge every particular person’s effort and contribution to maintain motivation excessive and progress ongoing. In essence, rational and artistic thinkers aren’t solely complementary, however critically essential for innovation to succeed. We should always all work to nurture each side of our brains to use rational creativity and unlock the facility of innovation.