Boosting Creativity and Innovtion The Case

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Boosting Creativity and InnovtionThe Case

• A German Slovenian Co Production
• Nadine Engel, iga Rejc, Daniel Kaatz

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ATTENTION!

• This is our presentation, so please do not fall

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Content

• Introduction to Creativity and Innovation
• The Most Innovative and Creative Countries
• Creativity Individual or Collective?
• Organisational Creativity
• Creativity in Practice IDEO
• The Pixar Case

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Creativity and Innovation
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What is creativity?

• Being creative is seeing the same thing as
  everybody else but thinking of something
  different.

• act of turning new and imaginative ideas into
  reality
• tendency to generate or recognise ideas,
  alternatives, or possibilities
• can be useful in solving problems,
• communicating with others, and
• entertaining people

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The Six Myths of Creativity
1. Creativity only comes from creative types
2. Money is a creative motivator
6. A streamlined organisation is a creative
organisation
3. Time pressure fuels creativity
5. Competition beats collaboration
4. Fear forces breakthroughs
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Differentiation Between Creativity and Innovation

• Innovation production or implementation of an
• idea results in improvement, gain
• or profit
• Key difference
• Creativity get great idea personal
  characteristic
• Innovation implement creativity about the
  process
• Always need a creative and innovative
• person to convert new ideas into real
• products/services.
• Creativity contributes to
• Innovation.

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The Most Innovative Countries
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The Most Innovative Countries
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The Most Creative Countries
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Creativity and Innovation in Firms
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Why is Everybody Talking About Creativity?
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Cisco Innovation Survey 2005
Source Cisco_at_News
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Individual creativity

• Individual creativity comes from the unique
  perspective that the individual brings to bear in
  the current problem or situation
• Prof. Fischer, University of Colorado

• UNIQUE
• Life experience,
• Culture,
• Education,
• Background knowledge, etc

TALENT FOR CREATIVITY?
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Collective Creativity

• Much human creativity arises from activities
  that
• take place in a social context in which
• interactions with other people and the
• shared artifacts are important contributors to
  the process.
• Fischer, Gerard

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Individual vs. Collective Creativity
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Creativity is a product of intrinsic motivation

• Managers and leaders need to
• protect their employees time, space and mental
  energy for creative work,
• shield teams from unnecessary distractions,
• monitor employees feelings about their work, and
  
• protect their resources.
• Potier, 2005

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Determinants of organisational creativity
(Andriopoulos, Constantine, 2001, p. 834)
LEADERSHIP STYLE
ORGANISATIONAL CLIMATE
RESOURCES AND SKILLS
STRUCTURE AND SYSTEMS
ORGANISATIONAL CULTURE
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Practical Aspect IDEO

• One of the most successful and well known
  designer companies in the world
• Influenced the creation of D-School at Stanford
• Its about the process, not the content! Roth,
  2006

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IDEOs Five Steps of Design
1. Observation
2. Brainstorming
5. Implementation
3. Rapid Prototyping
4. Refining
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The
Case
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History

• 1979 Founded as part of Industrial Light and
  Magic
• Liberalized in 1986 ? Pixar Animation Studios
• Taken over by Steve Jobs
• Humble economic beginning commercials short
  films
• Toy Story as breakthrough in 1995
• 2006 Disney Animations merges with Pixar

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Achievements (1)

• Several Academy Awards, Golden Globes, Emmys,
  Annie Awards etc.
• First Oscar nomination in 1987 Luxo Jr.
• First Oscar received in 1988 Tin Toy
• Other Oscar-winning short films
• For the birds (2002)
• Geris Game (1998)

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Achievements (2)
Pixar's next Movie
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Creativity à la Pixar

• One idea one movie?
• Ten thousands of ideas!
• Collective Creativity
• 250 people contributing their
• thoughts

Ed Catmull, president of Disney-Pixar Animations
talented employee good idea
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Learning from mistakes

• Toy Story Incident
• If you give a good idea to a mediocre team, they
  will screw it up if you give a mediocre idea to
  a great team, they will either fix it or throw it
  away and come up with something that works.
  (Catmull)

• Brain Trust
• Incubation Teams
• The Daily

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Pixars Peer Culture

• Everyone must have the freedom to communicate
  with anyone!
• It must be safe for everyone to offer ideas!
• We must stay close to innovations happening in
  the academic community!

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Incubation Teams and their latest work

• Different promotions for Wall E
• - Superbowl commercial
• http//de.youtube.com/watch?vFuCYarx2AAg
• - Hula Hoop
• http//de.youtube.com/watch?v_IQfjaQzjMQ
• - Wall E description
• http//de.youtube.com/watch?v4ZskI0X9m98
• - Official teaser
• http//de.youtube.com/watch?v_Q1nOFPHR2s

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Thank you for your attention!