Importance of Creativity and Innovation in Business Growth

This essay discusses the importance of creativity and innovation in business growth. It explains the difference between creativity and innovation and how they are interconnected. It also highlights the role of entrepreneurship in promoting creativity and innovation. The essay emphasizes the need for companies to focus on both creativity and innovation for continuous growth.

Creativity and Innovation

Executive Summary
There are so many companies that have given their best in attaining the objectives for the
purpose of the growth of the business. It could be possible because of their creative and
innovative nature. These companies do not imitate other’s strategy; instead, they prefer to use
innovative ideas from others. They learn to reserve themselves from the competition instead of
competing with them. Creativity and innovation is connected with each other and that is why it is
required for the business to focus on both while thinking about any implementation in near
future. The role of them in the growth of the business is huge as it is the way of developing a
new ideas so that people can develop latest notion where innovation is elaborated as the process
of creating the ideas into practical. Creativity and innovation are the concepts which cannot be
removed as it connect to each other and the support of others is necessary to attain the objectives.
In addition, there are number of process of thinking styles that people can commence to think of
and it has been recognized that the process of creative ideas are made and converted in to
innovations that has made into interactive processes. Even though, this skill can be upgraded to
another level by uncountable exercises that can brainstorm the brain to attain or amplify the
capacity of an individual for learning process and developing more ideas.
It has been analyzed that all people of this world can develop their idea into practices, it shows
that everyone can support their ideas into the process of brainstorming and learning for the
purpose of generating the new ideas in order to add more values in their innovative thinking as it
elaborates that everyone has the ability to contribute their ideas in to the process of
brainstorming. In a nutshell, there can be various ways to find out the creative thinking and this
essay has taken various examples of company that consider the innovative and creative concept
in order to attain the growth in the same industry.

Overview
Creative thinking cannot be done with forcefully as everyone has their own perspective and
thinking. According to Lee Odden, Creativity is communicating ideas in ways that are
compelling, unique and unexpected. On the other hand, Maria Popova said that creativity can be
considered as the ability to link the apparently unconnected and mend remaining knowledge into
new look regarding some concepts of how the world works. With respect to success, it is
required for everyone to appreciate the idea of creativity and innovation because the success is
entirely dependent on the implication of the creativity and innovation. The understanding about
the concept of the creativity and innovation is achieved; the ability of organizations, individuals
and entrepreneurs is amplified in order to decide what situation this idea can find out why it is
way to a problem. With the help of this, people can find the way of solution in order to be a
successful person. The main purpose of this assignment is to evaluate the importance of the
creativity and innovation in the context of general and business throughout their link to each
other. The difference between creativity and innovation will be described under this assignment
for the purpose of making better understanding about the concept of them in the business. The
role o the creativity in the business is huge as it has been found that the creativity is incomplete
without innovation because it is considered as the aptitude to generate various kinds of ideas
while innovation is considered as the implementation of the creativity.
Creativity and innovation
In the context of creativity, it can be said that it is a function of imagination, evaluation,
knowledge and curiosity. The more one has the knowledge base and level of curiosity, the more
combinations and idea one can attain, which them related to developing new and innovative
products and services (Anderson, Potočnik & Zhou, 2014). It is not easy to move forward
towards the innovative things by keeping the knowledge, there should be pieces and bits must be
taken in new ways. After that developing idea must be developed into functional ideas. With
respect to the innovation, it is the process that brings change within the working place because it
is required for the business to make changes within the organization as per the latest technology
(Sousa, Pellissier & Monteiro, 2012).

Figure: meaning of creativity, invention,and innovation
Source: (Johnston & Bate, 2013).
It has been found that any kind of business needs three aspects such as creativity, innovation,and
quality and these three are essential for the company to grow simultaneously. Creativity drives
the development of ideas and they need to go with all three constantly (Somech & Drach-
Zahavy, 2013). Imagination is more important for getting growth insignificant period in
comparison of knowledge. Innovation is considered as the necessary steps to develop these ideas
into useful services and products. it has been found that the successful business innovations and
activities related to the creativity are amplifying identified as key drivers of economic
development. It has been analyzed that the creativity takes different forms at different places. It
is required for the business to invite people in the decision making prices of the company
because it could not be said that which idea can change the entire organization and increase the
productivity of theemployees (Mainela, Puhakka & Servais, 2014). However, there isa number of
companies that involve employees in the decision making prices of thecompany so that they get
new ideas from employees. These ideas are evaluated by them in an efficient manner and
chances are being given by them to the employee in order to implement the ideas on the behalf of
the company.

Difference between them
The difference between creativity and innovation is huge as the meaning of both aspects is
entirely different from each other but the accomplishment of the project could not be possible if
one is incomplete. It has been found that the major difference between them is the focus. The
term of creativity is showing the set free potential of the mid to conceive new ideas. This kind of
concepts can apparent themselves in various way (Mahr, Lievens and Blazevic, 2014). The major
difference between them is that creativity is related to the imagination but innovation is related to
the implementation. The creativity is imaginative in which one should imagine the entire process
in an efficient manner. On the other hand, innovation is considered as the producer who helps in
implements the imaginative process into the reality so that the set goals can be attained in a
sophisticated manner.
It was apparent with the help of the above statement that the creativity is the initial process that
gives an idea to the entire process of the business. It can be seen that when creativity ends,
innovation begins. The combination of both is required for the continuous growth of the business
(Sawyer, 2011). Creativity and innovation are interconnected with each other as it is vital for the
company to engage with the customers for a long time. There is a model of creativity and

innovation that shows the interconnection between them. The model of the creativity and
innovation is enlightened on the aspects that motivate employees of the organization to improve
creativebehavior. There are major three aspects in such model like domain relevant skills,
creativity relevant process,and task innovation.
Figure: Model of creativity
Source: (Pratt & Jeffcutt, 2009).
Domain relevant skills are measured as natural skills. It is encompassed the all effectual answer
which is necessary at the time of difficulty or situation. This skill is comprised with various
opinions, technical skills, and principles which are considered as a vital aspect for the exact
domain. There should be factual talent in the special domain which would be able to give to
creative productivity (Pratt & Jeffcutt, 2009). This concept of this model has encompassed the
innate skills which are attained by the education. If the company has higher domain relevant
skills, there can be a lack of creative relevant process which might be generated creative
outcomes.
The creative relevant process is the component of the model that entails the features of
personality in the form of self-discipline, perseverance, and delay of gratification. It includes the
cognitive style that has the ability to understand the complexities. The main purpose of this
component of the model is that it is focused towards the relevant solutions for an unproductive

solution. The third element of the model is the task motivation which shows that there are two
sorts of motivation such as intrinsic and extrinsic (Baucus, Norton, Baucus & Human, 2008).
Intrinsic motivation demotes as a primary driver for creativity in the context of the individual. It
has been found that there is no required to work in opposition to extrinsic and intrinsic
motivation, majorly in the relation of the creativity of entrepreneurial. This component of the
model entails the intrinsic as well as extrinsic motivation. The major objective of this model is to
show the aspects of the creativity model as well as increasing the creativity in the business; it
shows that there is need to consider the aspect of creativity and innovation as the interconnection
of both.
It has been apparent that creativity cannot be reached at a higher level without innovation so the
connection between them is necessary (Frankenberger, Weiblen, Csik and Gassmann, 2013).
Discovery, invention,and creation are the major elements of the creativity and innovation in
which discovery shows the lower level of creativity. As the name implies, it is done when you
become aware of it and start to discover it. For instance, art is the unique thing and when
someone commenced inventing new things, it becomes discovered art. There are number of
inventions that start with discovery (Gumusluoglu & Ilsev, 2009). The invention refers to the
higher level of the creativity, for instance, the telephone was invented by Alexander Graham Bell
but the question has arisen that without bell, it would not have been possible to invent the
telephone. This thinking is absolutely wrong because the existence of science was there and
because of the existence of science, it might have taken longer, but it would have happened
(Hotho & Champion, 2011). It shows that in case of the higher invention in comparison of
delivery, it is something that would be done definitely. Creation is the upper level of creativity.
For instance, Othello is the play which is genuinely a creation.
Incomplete without each other
The process of creativity, innovation and Entrepreneur is different but they are completely
incomplete without each other. It is required for the business to consider all such aspects at the
time of implementing some things for the purpose of bringing change within the organization. It
has been found that the theory of creativity and innovation is more popular in Beijing as it
creates an effective way of thinking within the organization. The hierarchy of business in China
is being given value by the employees of that country. at the time of dealing with external

parties, the disorganization might slow down the way of communication because the external
parties are not aware of the best person to liaison. The employee turnover rate is increased in
Beijing, it is not possible for the companies to be transparent in the terms of showing financial
essays in openly (Herrmann & Herrmann-Nehdi, 2015). Creativity and innovation have the
ability to take freedom of expression and collaborative efforts. There area number of companies
that invest their time in developing new ideas. The major work is being done by technological
companies on creativity and innovation in which Google is the company that motivates their
employees to spend at least on fifths of their time in thinking new ideas (Adner & Kapoor,
2010). The same idea should be applied by a number of companies all over the world for
bringing change in the business. It has been analyzed that instead of amending the business
entirely, it is necessary for the business to become accustomed in innovation approach that
would amplify growth more in an appropriate manner.
There is a number of factors which will be helped to encourage imaginative thinking. These
aspects are facilitated in brainstorming, execution of techniques to develop new things, actively
solicit ideas, confronts the way staff work, tolerate mistakes, supportive, act on ideas and reward
activity. Brainstorming is considered as the vital process of the business because it can help in
developing the ideas of the entire team at the level of starting of the project in the organization. It
is necessary for the company to make the employee feel that they are the valuable assets of the
company and without them, the company cannot grow (Lee, Olson & Trimi, 2012).
Entrepreneurship
The role of the entrepreneurship is the foremostingredient to innovate not only as the stage of
business but also instimulatingcomplete business sector growth. It is required for the
entrepreneur to focus on the creativity, innovation as well as strategic business practices. The
role of the developed and creative entrepreneurship is referred to as the vital component of the
stability and economic growth. Entrepreneur has the ability to identify and pursue opportunities
no matter it is large or small (Saputra, 2014). The company should focus on the process which is
related to the creative and innovative in the competitive environment. The strategic business can
be expanded with the help of the right thinking regarding creativity and innovation. It is integral

for the entrepreneur to enforce the boundaries of trends with the help of latest approach related to
the ideas and creativeness before introducing the new platform of social media (Inno Work,
2014).
The interconnection between creativity and innovation within good companies has been
identified as a sure way to success. Inspiring creativity can lead the business as a result to
amplify the productivity of the company (Johnston & Bate, 2013). Entrepreneur can increase the
creativity and thinking process within the business by giving proper time to the employee to
think about new ideas so that the company grows in an efficient manner. The problems within
the organization can be improved with the help of the creativity. It does not matter whatthe
company is standing for the purpose of competing with other companies or not but the creative
problem solving provides that competitive edge that any kind of organization is endeavouring to
achieve.
The role of the innovation in the growth of the business is necessary as there isa number of
examples that entail many organizations that have the scope to endeavor something which is
quite different (Mahr, Lievens & Blazevic, 2014). there is an example of Coca-Cola company
that focused on the creative thinking in order to meet the latest innovation. Freestyle dispenser
machine is being introduced by the company that permits user all over the globe to combine their
own flavors and recommends for the new one. The new flavor made by the customer would
recognize by the machine so that they can get it from another machine of the company which is
located around the world and it can be used by the mobile application. It is the open innovation
model that puts the customers in the core heart of the manufacturing process as the company
utilizes the recommended flavors as the component of the external ideas which can be measured
and developed as a new product line. There is another example of LEGO that has faced hard
times in the section of the sales and revenues. The company have decided to bring something
innovative and focused on creative thinking which made it more innovative route in comparison
of before. The new strategy of the company is aimed to focus on the customers by connecting
both creativity and business. This new strategy is known as LEGO’s Shared Vision. The
company has started the open innovation model in which the company has designed the online
website in which the customers of the company can design what they want either using bricks of
LEGO or computer 3D applications. The company has given the opportunity to the other users in

which others can start to discuss the idea and once it reach to the target audience, LEGO can
refer it as the latest product line with providing a small component of the revenues (Elmansy,
2018).
Along with that, there are many examples of it that show that creativity and innovation havethe
ability to bring change in the entire process in a positive manner. There is an example of a YETI
brand that is known for providing outdoor lifestyle with the high quality of products from
innovated and necessity out of the experience. Etsy is another example that has faith in creativity
and innovation and creates a valuable experience for the creative entrepreneurs. The antique gifts
are provided by this company all over the world (ICAEW, 2012).
It can be concluded from the above discussion that the role of the creativity and innovation in the
development of an organization is great as it helps in bringing new ideas for the business so that
the business can grow effectively. This essay has demonstrated the connection between
innovation and creativity in a sophisticated way for the purpose of describing the definition of
them. the difference between creativity and innovation has been mentioned in the essay. There
isa number of examples of companies have been mentioned under this research in order to
describe the role of them in the progress of the company. There are various causes which may
impact the decision-making process of an entrepreneur. The strategic practices of the
organization can be attained effectively with the help of an entrepreneur’s thinking in a creative
way. The role of them is described in an effective manner in this essay.
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