Creativity Management
Measurement, Benchmarking, and Improvement
By Kal Bishop
Contrary to common perception, creativity can be made
tangible, measurable and useable.
In terms of measurement, benchmarking and improvement,
the first step is to decide on definitions, the second is to decide
on methods of measurement and finally, to monitor each measurement
for improvement.
Definitions of creativity are not elusive. In fact,
the number of definitions helps the analyst better define creativity
and refine its management:
a) Coming up with original ideas.
Misleading. It can be compellingly argued that all
new ideas are actually evolutions of previous ideas. Implies a break
from the past.
b) Recombination.
The recombination of existing elements to form something
new. Thus creativity is not something completely new but relatively
new. Offers a practical method. For example, Synectics – the practice
of taking two elements and consciously creating new links and elements
from them.
c) Novel and useful solutions.
Does not imply a complete break with the past and
introduces the concept of applicability. Can be extrapolated to arrive
at creative and critical thinking. Where creative thinking is used
generate a large idea pool and critical thinking is used to reduce
that pool to feasible ideas. Implies that creativity can be measured
according to degrees of novelty. Someone who expands on Einstein’s
Theory of Relativity is not as creative as Einstein was as the ideas
are not as novel.
d) Expressing unusual thought. Experiencing
the world in novel ways. Effect significant changes in culture (Csikszentmihalyim,
1996).
Implies creativity has practical, expressive and cognitive
elements. Closer to the common perception of “artist.”
e) Producing a number of ideas, a number of
diverse ideas and a number of rare ideas.
The most thoroughly “scientific” definition and practical
on a quantitative level.
f) Creativity as problem identification and
idea generation and innovation as idea selection, development and
commercialisation.
Provides a good distinction between creativity and
innovation. Implies a number of differing competencies are involved
and also implies the universality of creativity – we are creative
on some level as we all solve problems.
Other definitions, measurement and benchmarking techniques
are covered in depth in the MBA dissertation on Managing Creativity
& Innovation, which can be purchased (along with a Creativity and
Innovation DIY Audit, Good Idea Generator Software and Power Point
Presentation) from http://www.managing-creativity.com.
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Kal Bishop MBA, is a management consultant based
in London, UK. He has consulted in the visual media and software industries
and for clients such as Toshiba and Transport for London. He has led
Improv, creativity and innovation workshops, exhibited artwork in
San Francisco, Los Angeles and London and written a number of screenplays.
He is a passionate traveller. He can be reached on http://www.managing-creativity.com
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