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In its simplest form, design thinking is a process—applicable to all walks of life—of creating new and innovative ideas and solving problems. It is not limited to a specific industry or area of expertise

(Turnali, K (2015) What Is Design Thinking?)

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Creativity involves imagining a new reality and innovation is required to make it work.. (by) developing ideas into applications and solutions.

David Rae (2007)

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Idea generation and creativity techniques.

 Idea generation is the process of coming up with ideas that fit the criteria. It can normally be provoked through conventional ideas such as brain storming, searching the internet. Other methods include, looking for gaps in the market, addition to ideas.

A popular method that is continually used is problem solving. This is where a particular market may be facing problems. To fix this a solution will have to be found, this requires retrieving information from knowledge. Another popular method is modifying, this is the act of developing an already available item. New features can be added or the product packaging can be subject to change. The change should be an attractive feature to new and existing customers. An example, of a business that has used this method is ‘Mars’. Their iconic chocolate and fudge bar is known as a staple in many homes is now available in ice cream form; still keeping the same entail design as the original mars bar as well as packaging, which helps with continuity and branding.  They released this product during summer as this is where the demand for them would be most evident.

A business that comes to mind when thinking about idea generation is innocent smoothies. They’re known for a relaxed working environment, which has had many backlash from the public.

Upon visiting, I was welcomed by a receptionist who had her shoes off and a fridge full with Innocents product range; free for all visitors. Continuing with the tour, we were able to see their employees working environment, which included a fully fitted open plan kitchen with fake grass and filled cupboards of food and cutlery where employees were cooking and plating dishes they had made. This kind of environment was quite a contrast to normal office environment. Is this the new office of 2018? I ask myself. The pros and cons to this environment are:

·       Employees can be easily distracted

·       Employees may not focus on the task on hand

·       It might come across to clients that the staff is immature

 ·       Lightens the tense atmosphere at the office

·       Helps the employees to work better as a team

·       Promotes creative ideas by doing simulative activities  

Creativity techniques are methods that encourage creative thinking and actions. This includes techniques such as divergent and convergent thinking, which is a method used to generate creative ideas by exploring many possible solutions as opposed to convergent thinking which is only having one solution.

Creativity is not relevant to convergent thinking because you don't have to be creative to know the answer to a problem; all you have to do is come up with a factual answer.

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Example...

An example of a business that has used creativity and innovation is Disney. A “American diversified multinational mass media and entertainment company”. They have used creativity and innovation to create their own distribution company. This has allowed them to save money on expenditures such as the costs of distributing their own films;giving them full control.

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The differences between creativity and innovation.

Definition:

Creativity; unleashing the potential of the mind to conceive new ideas

Innovation; introducing change into relatively stable systems

It is easy to confuse creativity and innovation together as both use the method of brainstorming. However, after independent research I have been able to distinguish the two. One being that innovation introduces something new that will shake up its market and set them apart from current competitors, whereas creativity is coming up with new ideas and not actually putting them into action.

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Innovation is the successful exploitation of new ideas.

stokes 2010:31