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Innovation and Creative
Thinking Skills
By
Elidjen, S.Kom, M.InfoCommTech
[email protected]
Student Creativity Development Center (SCDC) Manager
Binus University
UBINUS VISION 20/20
A world-class university
in continuous pursuit of innovation and enterprise
Key Words
World-class
Knowledge
institution
What do we mean by…?
Graduates of UBINUS will be accepted in the global market
and environment through the highest level of education
excellence encompassing teaching, learning and applied
research
A university characterized by the utilization of evolving
knowledge to create economic value through its distinctive
competences
Innovation
The economically successful introduction and application of new
and existing scientific knowledge and teaching-learning process
for practical purposes in order to create superior stakeholder
value
Enterprise
Innovative business practices relating to an individual or
organization's capability to drive positive changes in the global
market and environment
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2
Lion Air Mendobrak Pakem Industri
Penerbangan
I believe I can fly
I believe I can touch the sky
I think about it every night and day
Spread my wings and fly away
I believe I can fly
I believe I can fly
Cuplikan lagu I Believe I Can Fly dari Robert
Sylvester Kelly, peraih Grammy Award 1998,
agaknya bisa menjadi “lagu wajib” maskapai
penerbangan Lion Air.
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Lion Air Mendobrak Pakem Industri
Penerbangan cont.
Betapa tidak, motto Lion Air, “We make people fly”,
senapas betul dengan lagu itu. Lion membuat naik
pesawat yang semula terkesan “wah” dan
eksklusif kini menjadi biasa saja. Siapa pun kini
bisa bepergian dengan pesawat terbang.
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Lion Air Mendobrak Pakem Industri
Penerbangan cont.
Mengandalkan konsep low cost carrier (LCC),
maskapai milik Rusdi Kirana ini berhasil
mendobrak pakem industri penerbangan nasional.
Tiket murah menjadi tren baru. Maskapai domestik
diajak berlomba adu irit. Salah satu rahasia
suksesnya adalah berani melawan arus.
Bahkan per tanggal 30 April 2007, setiap bulannya Lion Air
menambah 1 pesawat baru Boing 737-900ER dengan
kapasitas 213 seats yang dikirim langsung dari pabrik
Boing di Amerika. Total 122 pesawat baru.
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Tirto Utomo
yang Visioner
Banyak pakar pemasaran yang berpendapat
bahwa air mineral dalam botol yang kemudian
dikenal sebagai air mineral dengan merek Aquatidak akan laku dijual. Alasannya, orang disuruh
minum air putih gratis saja enggan, apalagi kalau
disuruh membayar mahal.
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Tirto Utomo
yang Visioner cont.
Tirto Utomo yakin, pada saatnya nanti kesadaran
akan perlunya air minum yang jernih dan sehat
akan timbul dan tumbuh semakin kuat, seiring
dengan tambah parahnya polusi dan makin
rusaknya lingkungan.
Keyakinan itu timbul dari inspirasi yang didapat
pada saat dia bekerja di sebuah perusahaan
minyak. Ia melihat bahwa banyak expatriate hanya
mau minum air kalau air itu adalah air yang berada
dalam kemasan dan bermerk.
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Tirto Utomo
yang Visioner cont.
Semua orang tahu, Aqua telah menjadi market
leader, menjadi tambang keuntungan yang tak
kunjung habis, sehingga banyak meminjam istilah
Paulus Winarto pengusaha ”latah” yang mengikuti
jejaknya. Namun, mungkin saja dia juga memiliki
keyakinan bahwa:
being the first
you get so many privileges and advantages.
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Pemikiran Di Luar Batasan Konvensional
Pada dekade-dekade terakhir ini, banyak kita
temukan produk-produk laris hasil pemikiran di
luar batasan-batasan konvensional.
• minuman tanpa rasa manis, bahkan tanpa rasa
sama sekali.
• makanan dengan kalori sangat rendah.
• produk kecantikan dijual tanpa zat pewangi
karena tak sedikit konsumen yang alergi
dengan zat-zat pewangi.
• sabun yang dijual tanpa menghilangkan rasa
lengket
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Pemikiran Di Luar Batasan Konvensional
cont.
Konsumen bersedia membayar dengan harga
lebih mahal untuk memperoleh produk-produk
yang biaya produksinya jauh lebih rendah. Ingat,
murah bukan jaminan untuk laris.
Seorang guru besar pemasaran dari Amerika
dalam suatu konferensi tahunan di New Orland
mengatakan, ”Price has nothing to do with cost.”
Harga jual tidak ada sangkut pautnya dengan
harga pokok, dengan ongkos produksi barang atau
jasa.
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Nike + iPod
- Apple's Best Innovation
As one runs, iPod nano tells you your time, distance, pace,
and calories burned via voice feedback that adjusts music
volume as it plays. In addition to progress reports, voice
feedback congratulates you when you’ve reached a
personal best — your fastest pace, longest distance and
time, or most calories burned. Besides the voice feedback,
iPod nano plays the workout songs you choose, or have
the iPod nano choose it for you based on your workout.
You can also choose to play PowerSong.
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Nike + iPod
- Apple's Best Innovation
Nike + iPod
- Apple's Best Innovation
“Where most initiatives focus on enticing consumers to complete a purchase, Nike+
continues to engage the consumer long after the transaction has occurred, keeping
Nike+ runners motivated & connected, with each other & with the Brand. People are
beginning to expect more from a brand than a witty narrative, and Nike+ redefines
how a brand can reach its audience through meaningful enabling experiences.”
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- Nick Law, R/GA EVP/Chief Creative Officer
Nike + iPod
- Apple's Best Innovation
+
+
Product + Content + Community =
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Premium
Consumer
Experience
What is Innovation?
The use of new ideas or current thinking applied in
fundamentally different ways that result in
significant change and economically successful.
– IBM Research
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Source: 10 Lessons of Innovation. Experience from the Field. Idris Moote. A Presentation at Global
Innovation Forum March 2007.
Innovation is More than
Invention
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Source:
Innovation Frameworks Survey and Synthesis of Current Innovation Approaches
Leading Edge Forum Technology Grant. Sponsored by the CSC Catalystsm Program and the
Leading Edge Forum. Pascal Gambardella. April 2, 2006
Innovation is More than
Invention cont.
Innovation isn’t the same as invention. Innovation is
a societal, not a technological, phenomenon, one that
arises from the intersection of invention and insight.”
Sam Palmisano, Chairman & CEO, IBM
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Innovation is
the Key for Success
Innovation is not
absolutely necessary,
—Andrew Papageorge
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but then neither
is survival.
Nine Dots Problem
Draw nine spots, as in figure. Now
without lifting your pen from the
paper, draw four straight lines which
go through all the dots.
The reason why you may not have
been able to solve the problem is that
unconsciously your mind imposed a
framework around the nine circles.
You have to go beyond that invisible
box. From this problem, which John
Adair introduced in 1969, comes
the phrase ‘Think outside the box!’
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Creativity
—Edward de Bono
"Creativity involves breaking out of established patterns
in order to look at things in a different way."
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Three Components of Creativity
Amabile argues that creativity is a function of three
components: expertise, creative thinking skills, & motivation.
Expertise: knowledgeTechnical, procedural
and intelectual
CreativeThinking
skills
Expertise
Creativity
Motivation
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Motivation: intrinsic
Is more effective than extrinsic
Creative thinking
skills:
How flexible and
Imaginatively people
approach problems
Barriers to Creativity
• Why don’t we think creatively more often?
• What are the barriers that get in our way?
Barrier that get in our way
• Time
• Why change?
• Usually don’t need to be creative
• Habit
• Routine
• Haven’t been taught to be creative
What are some other barriers that get in our
way?
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Barriers to Creativity
Mental blocks are reasons (attitudes) why we don’t “think
something different.”
“If you're not
10 Mental Locks
failing every
1. The Right Answer
now and again,
2. That’s Not Logical
it's a sign you're
3. Follow the Rules
not doing
4. Be Practical
anything very
5. Avoid Ambiguity
innovative.”
6. To Err Is Wrong
-Woody Allen
7. Play Is Frivolous
8. That’s Not My Area The Commedian
and Film
9. Don’t Be Foolish
Director
10. I’m Not Creative
Source: CPS: The Key Things to Keep in Mind, By Roger von Oech
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Ford Model ‘T’ Car:
the mindset of Henry Ford
Henry Ford’s model ‘T’ remained unchanged for years while General
Motors (Chevrolet) was making changes – often using new technology.
Henry Ford said: We’ll give the customer any color he wants as long as it
is black. It was a statement by a man who had been on top so long he
thought nothing could dislodge him from that position. He did not perceive
the effects that the changing environment would have on customer’s wants
and needs, and in particular on their requirements in terms of the motor
car. Increasing consumer affluence, which developed as the American
economy grew in the early part of the twentieth century, meant that people
had more disposable income and hence more capacity to exercise choice.
General Motors recognized this, but Ford did not. In the late 1920s Ford
nearly went out of business as a result of this myopic approach. General
Motors (Chevrolet) took over as number one in the USA, and Ford did not
catch up until the late 1980s.
Identify the blocks to creative thinking in this case?
What action do you think Mr. Ford should take?
Source: Creative Problem Solving for Manager, Tony Proctor.
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Golden Rules
of Creative Thinking
1. Start small trying to discover new ways to be
creative, but start.
2. Give yourself permission to abandon the old,
obsolete ways of doing things and explore new ways.
3. It is not possible to change the way we think about
everything. Target specific areas in which to try
creative thinking techniques.
4. Understand that creative thinking requires time, but it
is worth it!
5. Remember that creative thinking is both hard work
and fun.
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Golden Rules
of Creative Thinking cont.
6. Focus on what you can reasonably do. Trying to do
too many things at once compromises the effort and
may take away from the results.
7. Practice creative thinking for today as well as
tomorrow.
8. Include other people in the creative thinking process
with you. Collaboration fosters creative thinking.
9. Include “new and different” in your creative thinking
process as well as “better and more.”
10.Keep innovating.
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10 Questions
To Encourage Ideas
1. What if…?
2. How can we improve…?
3. How will the Optimist Member and/or the community
benefit?
4. Are we forgetting anything?
5. What’s the next step?
6. What can we do better…?
7. What do you think about…?
8. What should we add?
9. What should we eliminate?
10. What other ideas do you have...?
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The Six Myths of Creativity
In an interview with Fast Company , Teresa Amabile busted
six cherished myths about creativity.
1. Creativity Comes From Creative Types
2. Money Is a Creativity Motivator
3. Time Pressure Fuels Creativity
4. Fear Forces Breakthroughs
5. Competition Beats Collaboration
6. A Streamlined Organization Is a Creative Organization
Very creative people are often thought to be highly intelligent. While this is occasionally true,
evidence shows that the connection between intelligence and creativity is not straightforward.
Sternberg and O’Hara (1999) found people with low IQs are not likely to be exceptionally
creative but above 120, there is no correlation between traditional intelligence and creativity.
They even suggest that individuals with very high IQs may be rewarded so much for their
analytical thinking that they do not reach their creative potential.
Sternberg, R. J. and O’Hara, L. (1999). Creativity and intelligence (251-272). In R. J. Sternberg,
Creativity handbook, (pp. 251-272). New York: Cambridge University Press.
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Brainstorming
Purpose: To generate a large number of ideas in a short
period of time.
Brainstorming is a great way to get new ideas. It make
works more fun.
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Brainstorming
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Source: 10 Lessons of Innovation. Experience from the Field. Idris Moote. A Presentation at Global
Innovation Forum March 2007.
Brainstorming
Brainstorming Rules
• Evaluate later
• Go for quantity
– Flexibility => a range of different classes of ideas.
– Fluency => variety of ideas clustered around a
common theme.
“The best way to have a
good idea is to have a lot of
• Encourage wild ideas
ideas.”
• Build on other ideas
Linus Pauling (two Nobel
Prizes Winner )
– Elaboration
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Brainstorming
Brainstorming Process
• State the problem
• Redefine the problem in terms of ‘how to…..’
• Identify one or two relevant redefinitions
• Generate ideas for each redefinition
• Select the most appropriate ideas
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SCAMPER
SCAMPER is based on the notion that everything
new is a modification of something that already
exists.
• S = Substitute
• C = Combine
• A = Adapt
• M = Magnify
• P = Put to Other Uses
• E = Eliminate (or Minify)
• R = Rearrange (or Reverse)
Bina Nusantara
SCAMPER
To use the SCAMPER technique, first state the problem you’d like to
solve or the idea you’d like to develop.
Consider, for instance, the problem "How can I increase sales in my
business?“ Following the SCAMPER recipe, here are a few questions
you could ask:
• S (Substitute): "What can I substitute in my selling process?"
• C (Combine): "How can I combine selling with other activities?"
• A (Adapt): "What can I adapt or copy from someone else’s selling
process?"
• M (Magnify): "What can I magnify or put more emphasis on when
selling?"
• P (Put to Other Uses): "How can I put my selling to other uses?"
• E (Eliminate): "What can I eliminate or simplify in my selling
process?"
• R (Rearrange): "How can I change, reorder or reverse the way I
sell?"
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“Insanity: doing the same
thing over and over again and
expecting different results.”
- Albert Einstein
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