creativity: the key skill for the 21 st century. [email protected] private & confidential...
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creativity: the key skill for the 21st century
Private & Confidential
• R&D Director at E-Metrixx Limited• Joint chair of Psychometrics at Work Research Group• Research & Teaching at Manchester Business School
IntroductionMark Batey MSc PhD CPsychol AFBPsS
Private & Confidential
•How to define and understand creativity
•The role of creativity in change,
improvement and innovation
•How to assess and develop creativity in
individuals
•Key issues for creativity in teams
introductioncontext and aims
definitionswhat do we mean by creativity?
Creativity is the capacity within individuals and teams to develop ideas for the purpose of
solving problems and exploiting opportunities
Innovation is the application of creativity to give rise to a new concept, product, service or process
delivering something new and better to the world
definitionswhat do we mean by innovation?
Do organisations really need creativity?
why creativity?
“One in three CEOs say they are concerned that a skills gap is
hampering the ability to innovate, and with innovation identified as
a key strategic priority for most companies to get them out of the
global economic slump, it is unsurprising that talent shortages are
seen as a top threat to business expansion”
“Creative and innovative working are essential for all jobs and how
to enhance innovative working continues to be the most significant
challenge for organisations.”
Survey of over 1600 executives worldwide found that creativity and
innovation are the primary strategic objectives for 72% of
companies
why creativity?
Research reports from the Accenture Institute for High
Performance found that creativity and innovation were key
hallmarks of high performing companies
“We assume that 50% of our revenue in 5 years’ time must come
from sources that do not exist today.
That is why we innovate.”
“More than rigor, management discipline, integrity or even vision -
successfully navigating an increasingly complex world will require
creativity.”
why creativity?
case study
building a creative culture the vision
“To build a culture that instinctively encourages the development of ideas - liberating them and making them fly, building value for today and tomorrow”
building a creative culture investment in creative skills development is key
Insight Ideas Impact
The bridge of creative thinking
Personal accountability and process support
“A Brilliant Idea” “Passionately Executed”
building a creative culture making progress
Employee Attitude Survey
Morale in my department is high
My boss does a good job of developing people’s abilities
My team works to well defined KPI’S
Overall
I&I&I (%)
85
77
87
84
Rest (%)
33
42
63
47
building a creative culture getting results
Within 3 years…• Developed and launched 3 new products £100m+
• Reduced packaging costs £2m+
• Improved process control £1m+
psychology of creativity
• Rich research history• 1898 to the present• Early research
• Intelligence• Divergent Thinking• Personality• Motivation• Confidence
psychology of creativity
• Comprehensive review of the characteristics• Batey & Furnham (2006). Creativity, Intelligence and
Personality: A Critical Review of the Scattered Literature.
• New measurement model• Batey (2012). A New Heuristic Framework for the
Measurement of Creativity.
psychology of creativity
• Creativity is multicomponential• Idea Generation processes• Personality traits• Motivational orientations• Confidence
key concepts
• Connections• Chain reactions• The creative process• Often strengths are weaknesses too• Strength in diversity
key conceptsconnections
Creativity relies on making connections between ideas and the elements of our knowledge
key conceptschain reactions
Team creativity is best achieved when we set off chain reactions of ideas