Creativity Essay

861 words - 4 pages

"Above all, we know that an entrepreneurial strategy has more chance of success the more it starts with the users -- their utilities, their values, their realities ... the test of an innovation is always what it does for the user...it is by no means hunch or gamble. But it is also not precisely science. Rather, it is judgment." -- Peter Drucker, Innovation and EntrepreneurshipJust because a company is spending money on research (such as markets, customers, or new technologies) and development doesn't mean they will get innovation. Innovation, as with advertising, training, or many other organization investments, depends on the quality of the investment as much as the quantity of resources ...view middle of the document...

The companies who pioneered these sorts of innovative breakthroughs had years of spectacular revenue growth and market leadership.Walking in Our Customer's Shoes."The need for innovation on an unprecedented scale is a given. The question is how. It seems that giving the market free rein, inside and outside the firm, is the best -- perhaps the only -- satisfactory answer." -- Tom Peters, Liberation Management: Necessary Disorganization for the Nanosecond NinetiesInnovation is a hands-on issue. It calls for an intimate understanding of our current customers and markets, potential new customers or markets, team and organization competencies and improvement opportunities, vision, values, and mission. We can't develop that intimacy from a distance. Studies, reports, surveys, graphs, and measurements wouldn't do it.Effective innovation depends on disciplined management systems and processes. But it starts with people. People searching for creative ways to do things better, different, or more effectively. People trying to understand how other people use, or could use, the products or services their organization could produce. That makes innovation a leadership issue.Beyond the management tools of surveys, focus groups, and the like, innovation leaders find a multitude of ways to live in their customers' world. They're learning how to learn from the market, not just market research. Innovation leaders look for ways to align the organization's product and service development competencies with latent...

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