Creativity requires more than just trying something different.
 
There are many misguided people who think that ‘being different’ constitutes a creative strategy.
 
While making something different might act as a ‘provocation’ upon which you can build and find something of value, unless the ‘different thing’ delivers that value then being different does not represent creativity.
 
There are actually two kinds of value. ‘Functional value’ is the first type. Will the idea work? Will it carry out the needed function?
 
Functional value is an operational value. For instance, if a new idea for traffic lights fails to control traffic flow, then there is no operational value in the idea.
 
The second type of value involves the ‘benefits’ which the new idea offers.
 
For instance, a new idea in supermarkets might benefit the customer, but that could be at the expense of the operator - or it might work the other way round.
 
Therefore, you must consider the functional value and benefit value of any strategy.

For more on creative strategy, see http://www.thinkingmanagers.com/business-management/strategy.php

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Posted By Thinking Managers at 11:12 PM in Category:strategy

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