shows that the organizational benefits of individual creativity include “higher-quality
products, more effective decision making, better group performance, and more innovative
solutions to organizational problems.”^60 A variety of definitions exist for the concept of
creativity, with some viewing it as a characteristic of a person while others view it as a
process.^61 Most contemporary researchers and theorists use a definition that addresses
either the product or the outcome of the product development process.^62 In our next dis-
cussion, we consider creativityas the process of creating products, ideas, or procedures
that are novel or original and are potentially relevant or useful to an organization.^63Factors That Affect Individual Creativity
People differ in their inherent creativity. Albert Einstein, Marie
Curie, Thomas Edison, Pablo Picasso, and Wolfgang Amadeus
Mozart were individuals of exceptional creativity. In more recent
times, Canadian artist Emily Carr, legendary Canadian concert
pianist Glenn Gould, basketball star Michael Jordan, and Canadian
author Margaret Atwood have been noted for the creative contri-
butions they have made to their fields. Not surprisingly, excep-
tional creativity is scarce. For example, a study of lifetime creativity of 461 men and
women found that less than 1 percent were exceptionally creative.^64 But 10 percent
were highly creative and about 60 percent were somewhat creative. These results suggest
that most of us have creative potential, if we can learn
to unleash it.
A large body of literature has examined the personal
attributes associated with creative achievement.^65 In gen-
eral, “these studies have demonstrated that a stable set
of core personal characteristics, including broad interests,
attraction to complexity, intuition, aesthetic sensitivity,
toleration of ambiguity, and self-confidence, relate posi-
tively and consistently to measures of creative performance
across a variety of domains.”^66 While personality and
cognitive skills are linked to creativity,^67 the task itself
plays an important role. Individuals are more creative
when they are motivated by intrinsic interest, challenge,
task satisfaction, and self-set goals.^68 Those who are extrin-
sically motivated are more likely to look for the most effi-
cient solution to a problem in order to receive the desired
rewards. Those who are intrinsically motivated may take
more time exploring issues and situations, which gives
them the opportunity to see things in a different light.^69
The setting also makes a difference, and those settings
that provide opportunities, absence of constraints,^70 and
rewards^71 encourage creativity.
There is some evidence that the brain is set up to think
linearly, rather than laterally, and yet lateral thinking is
needed for creative thinking. Edward De Bono, a leading
authority on creative and conceptual thinking for over
25 years, has written a number of books on this topic,
including Six Thinking Hatsand The Mechanism of Mind.^72
He has identified various tools for helping one use more
lateral thinking. De Bono’s “six thinking hats” concept is
a simple yet powerful tool that is intended to change the
way people think. He suggests that innovative and cre-
ative problem-solving can develop from working through310 Part 4Sharing the Organizational Vision
creativity The process of creating
novel products, ideas, or procedures
that are potentially relevant or useful
to an organization.
Creativity and the bottom line can go hand in hand. In fact, at
Vancouver-based Big House Communications, creativity rules. Big House
develops communications, including websites, for other companies. It is
known for giving clients several alternatives: traditional, wacky, and
fun. The company must be doing something right. It is 10 years old,
which makes it reallyold for this type of business.
Why are some
people more creative
than others?*
Edward De Bono
http://www.edwdebono.com