What do creativity managers do?

Replace the word management with the word optimisation.

That's what creativity managers do: they optimise the quality of the idea pool (creativity) and the implementation process (innovation).

There are many methods of optimisation and the creativity leader must be aware of all of them, in other words, he or she must synthesise them for optimal effect.

Areas [within creativity] that need managing include motivation, organisational culture, organisational structure, incremental versus radical effects and processes, knowledge mix, group structures, goals, process and valuation.

Areas [within innovation] that need managing include idea selection, development / prototyping and the art of commercialisation.

It is worth noting that 4000 good ideas result in 4 development programs, which in turn results in 1 winner.

Creative Process

Ask 1000 creators what process they have used and a significant percentage may argue that there was none.

But do your qualitative research, listen to the recorded interviews and common patterns of behaviour emerge.

The process includes:

a) Identifying the problem.

b) Intensely investigating the problem.

c) Forcing out ideas using a variety of techniques.

d) Seeking stimuli.

e) Allowing the unconscious mind to take over through rest and unrelated activity.

Learn more