Creativity Versus Innovation

CREATIVITY VERSUS INNOVATION
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As this is a public relations study on the subject of ‘creativity’, it is only right there should be some public relations effort to create greater understanding on be half of the subject of ‘creativity’ it self. For Many, the word ‘creativity’ has what may be called a touchy-feely nature to it, not really suitable for the hard world of business. Yet, mention the word ‘innovation’ and suddenly the act of creating news idea takes on a more credible resonance in certain quarters such as the business media an various government-backed development agencies.
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Professor Simon Majaro of Cranfield School of Management defines innovation in this manner in his book managing ideas for Profit (Majaro, 1992); ‘Creativity is the thinking process that helps us generate ideas. Innovation is the practical application of such ideas towards meeting the organization’s objectives in a more effective way.’ But this means all ideas are creative. In reality, many ideas will be rejected. Using the working definition of creativity put forward in this written, to be ‘creative’ the idea must offer some form of added value. Also, creativity is not just a means of coming up with ideas, but actually has a far wider meaning – which will be highlighted in the study of the creative process.
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Innovation can instead be defined as ‘the adoption, adaptation, or implementation by a third party of someone’s creativity (.ie an added value product)’. When appraising a painting , one does not say: ‘ The artist is being innovative’. Should another artist adopt some element of this work, such as its style, subject matter, materials or techniques used, then the original work can be said to be innovative; it has inspired the application of some creative element of the original work by a third party.
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CREATIVE THINKING VERSUS NON-CREATIVE THINKING
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What is the difference between creative thinking and non-creative thinking? The answer is ‘None’. They both use mechanics of combining different elements to create something new. It’s the value achieved that differentiates them.

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When the great British snack of baked beans on toast was first made, it was an example of creative cookery. A chef somewhere recognized the potential is combining a serving of baked beans with a slice of toasted bread. Now, however, the snack has been eaten a countless number of times, and it has long ceased to be an example of creative recipe.
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Non-creative chefs will make a meal with such a recipe, combining ingredients that have been used before but in the same way. Create chefs will use the same process of combining different ingredient while displaying originality in their choice of these, making the unusual or distinctive in some way. The way finished meal in presented, or the context it is served in, also provides opportunities for added value. It is synergy produced by the creative chef’s use of combinations that marks out his of her creativity, not the use of a different form of thinking or the mechanics of combining different elements.
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Non-creative thinking combines different elements, but will apply exactly the same combination of elements previously used, without any novelty or significant change in the context in which they are applied. The creative person will display more originality in the sourcing and choice of items the combine, or in their permutation, or in the context in which the combination of elements is used , and may even challenge the context itself. As a result, the creative thinker has the potential to achieve added value – in contrast to the so-called non-creative thinker-but will still use the same mechanics of combining different elements to create something new. (by Andy Green)