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CH. 2 ASSESSING YOUR CREATIVITY SITUATION

CH. 2 ASSESSING YOUR CREATIVITY SITUATION. Mapping Where You Are and Where You Need to Go. I. DEFINING YOUR PURPOSES A. Different Purposes Correspond with 4 Profiles Breakthrough genetics: Imagine Profile New drugs: Invest Profile Reduce side effects: Improve Profile

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CH. 2 ASSESSING YOUR CREATIVITY SITUATION

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  1. CH. 2 ASSESSING YOUR CREATIVITY SITUATION Mapping Where You Are and Where You Need to Go Bates

  2. I. DEFINING YOUR PURPOSES • A. Different Purposes Correspond with 4 Profiles • Breakthrough genetics: Imagine Profile • New drugs: Invest Profile • Reduce side effects: Improve Profile • Community of scientists: Incubate Profile • B. Organization has many different Purposes • Marketing: growth • Manufacturing: improve • Over time, Purposes change • C. Opposite Corners have Opposing Purposes • Creating value in one corner destroys value in opposite • Speedy solutions sacrifices search for knowledge • Innovation sacrifices improvement Bates

  3. D. First, Manager Defines Purposes • Purposes determined by external forces and internal forces • E. External Forces Shaping Company Purpose • Imagine Profile: new technologies, emerging markets • Invest Profile: shareholder demands,competition • Improve Profile: quality standards,external regulations • Incubate Profile: demand for diverse people, community values • Types of situations created by External Forces, Fig. 2.2 • Competition, technology, demographics, gov’t, consumer, politics, economy, shareholders, social concerns • Manager is like surfer Bates

  4. F. Internal Forces Shaping a Company’s Purpose • Organization characteristics: makes, sells, supports • Imagine: new firms, electronics, fashion,advertising, entertainment • Invest: banks, few dominant competitors,brand, consolidation • Improve: large mfrs, commodities, supportservices, heavily regulated,engineering-based medical • Incubate: employer-oriented, high skills,training, religion, education • Organizational values: what is important • Imagine: innovation, risk, vision, transform • Invest: quick response, results, shareholder value, aggressive • Improve: regulation, cost control, technical • Incubate: empowerment, group identity, learning Bates

  5. II. DEFINING YOUR PRACTICES • A. Choose Practice Based on Purpose • Focus: Internal Vs External - Orientation of org. Practices • Internal focus: Incubate and Improve • Develop systems and culture tosupport Purpose • Creativity operates withinboundaries of firm • External focus: Imagine and Invest • Adapt to external forces • Emerging competitive situation • Creativity is means to an end • Approach: Divergent Vs Convergent – how Practices achieve goals • Divergent approach: Imagine and Incubate • Explore options, flexible, generate ideas • Convergent approach: Invest and Improve • Clearly defined systems, structure, process, technology • Methodical, right solution Bates

  6. B. Blending Focus and Approach Produces Secondary Dimensions • Magnitude: “how much?” • Imagine: big or new creativity • Improve: small or better creativity • Speed: “how fast?” • Invest: fast, short-term creativity • Incubate: slow, long-term creativity • C. Summarizing the dimensions • The 4 dimensions describe Purposes, Practices, People • Help you: • Identify your company’s overall Purposes • Assess whether you have appropriate competencies • Understand creative tensions within the firm Bates

  7. III. DEFINING PERSONAL PROFILES • A. Personal Creative Profile • Biases, tendencies, not abilities • Some can’t move from one Profile to another • Low performers may be working on wrong tasks • B. People in the Imagine Profile • Want to create breakthrough results • Catalysts for change • Future is unclear, products – future-ready • C. People in the Invest Profile • Move fast to create moderate results • Tough competitors, financial results • External world is hostile, customers choosy • Disciplined management Bates

  8. D. People in the Improve Profile • Create incremental results • Consistent, methodical • Procedures, processes, reengineering • Failure is not an option • E. People in the Incubate Profile • Initially create moderate results • Take time to learn,then can move fast • Collaborators, create community • Build relationships • F. A Caution • Most people and orgs are a blend of these Profiles • What appears dominant changes with situation Bates

  9. IV. ASSESSING YOUR CREATIVITY PROFILES • A. Making Sense of Your Creativity Assessment • B. Alignment of Purposes, Practices, and People Bates

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