Human Brain and Creativity MPI: Daniela García Figueroa

Can you join these circles with at most 4 straight lines without taking the pencil apart from the paper?

Not really a solution …

… as it depends on the dimension of the circles

Do not be afraid of going outside the limits of the drawing …

Do not be afraid of going outside the limits of the drawing … do not limit your understanding with false restrictions.

Which is your definition of creativity? C REATIVITY : P ROCESS OF GENERATION OF NEW IDEAS

Creativity Use of knowledge in different new forms Generation of new knowledge To think in new ideas or the use of previous ideas in new ways. Using your imagination to generate new and original ideas

Creativity “…it is not an attribute of human beings but of social systems.” Csikszentmihalyi “Creative thinkers have a great flexibility for generating many different approaches for solving the same problem, some of them might be originals” Bundy “.. Process of fusion … ideas from both sides of the brain come together in the generation of new ideas” Bundy “… it is the result of simple logic – it has nothing to do with magic.” J oseph Schwartz

Creativity – Process to generate new ideas. - Ken Robinson Innovation – Process of creating a product or service that provides a new Value which is significant for the user. -Anthony Ulwick

Innovation: – It is the process of marketing the ideas which have a significant value for the one who buy them.

Who was the first to arrive!?

¿creativity without value?

Woodhall (2003). Conceptualizing Value for the Customer, Academy of Marketing Science Review, 2003, no. 12. Available: General concepts of value

Creativity vs Innovation Your business ideas must have value. ¿Can you identify the value in them? ¿Can your customers see it? Innovation = creativity + value. Aim of the course: to generate a business idea

Innovation Types: an introduction Innovation in products and services Operational Innovation Disruptive innovation Innovation in new markets -improves product and services -Attending results not considered before. -Modification of creative, incremental or radical features of products of services. -inefficiencies in operation -Mature business or commodity applications. - Reconsidering the value-cost chain. - Creative solutions

Innovation in products and services Operational Innovation Disruptive innovation Innovation in new markets -The product do not exist, people has no work. -Creating a new product → create a market -New technologies that break the business market -The technology exists but we must find the application. -What is first: the technology or the market?

years of business innovation

Walter Knott Kemmos Wilson (Holiday Inn) Rugh Handler (Mattel) Ben Cohen and Jerry Greenfield Walt Disney Earl Tupper Hugh Hefner Mary Kay Ash (?) Oprah Winfrey (?) Henry Ford, Model T Clarence Birdseye Sam Walton Steve Jobs Bill Gates E-bay (Pierre Omidyar) Ray Kroc (McDonald´s) Larry Page (Google) Innovation in products and services Operational Innovation Disruptive innovation Innovation in new markets

¿Confused? ¿Lost? ¿out of time?

Creativity Innovation Megatrends Business ideas

Video: Creating predisposition toward innovation.Creating predisposition toward innovation. Look at Vijay Govindarajan’s conference and answer the questions: 1.- Which are the two aspects that a main manager must consider to facilitate innovation? 2.- Which is the difference between creativity and innovation? Justify your answer. 3.- Which changes are required in the enterprice to facilitate the process of innovation?

Class activity Visit the webpage: html html Clasify each of the innovations in one of the four different kinds of innovation presented in previous material.