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Business Start Up Essay

3927 words - 16 pages

Top tips on creative thinking as a powerful business tool
Do you remember playing the word association game? What is the first thing that comes to mind in response to 'creativity?' For most people it is probably 'art' or something similar, it is probably never 'business.'
Creativity is not simply the preserve of the artist. It is something built into everyone, even the businessperson! Thinking creatively is a powerful business tool that can help businesses exploit new opportunities and solve problems, all of which can result in improved profitability.
Mike Waddell of Adsidia offers tips on creative thinking as a tool to help you generate new thinking in your business.
Edward de Bono, of ...view middle of the document...

Broadening and rephrasing problem statements are powerful cliché breaking actions.
'Object forcing' method helps you to think outside the box
Having a good problem statement starts the process but sometimes it is difficult to generate new thinking. 'Object forcing' is one of a number of tools that helps to initiate and maintain creative thinking.
The idea is to take any object and consider how that object might affect the solution. Fun ideas are encouraged because the exercise is about generating new thinking.
Problem: The company is using too many elastic bands.
Unrelated object: A crab!
What solution could the crab create?
You can look at the characteristics of the unrelated object and see how they may affect the situation, for example, the crab has an armoured shell - so the elastic bands could be kept in a secure container.
'Object forcing' is most effective in a brain-storming mode, but remember not to evaluate or criticise ideas until the session is completed. The ideas can then be reviewed and developed, and associations can be investigated. Remember, this is not simply about the ideas that arise from object forcing; it is about breaking the cliché. You can develop fun new ways of looking at problems that energise your workforce and stimulate creativity.
Try the above techniques for approaching new opportunities within your business. Who knows, your business may become the next Google.

Совершенно очевидно, что креативность, инновационность, нестандартный взгляд на привычные вещи часто дает компаниям конкурентное преимущество. Профессора INSEAD У.Чан Ким и Рене Моборнь исследовали, по какой причине одним компаниям удается поддерживать высокие темпы роста доходов и прибыли, а другим – нет, и обнаружили, что одним из важных качеств для компаний является логика ценностных инноваций. 

В статье «Ценностные инновации: стратегическая логика быстрого роста» авторы отмечают, что компании с высокими темпами роста не стремятся догнать и перегнать конкурентов, они просто выводят их из игры. В качестве одного из примеров приводится опыт бельгийской компании Bert Claeys, управляющей сетью кинотеатров, которой в 60-80-х гг. пришлось столкнуться с упадком своей отрасли. Участники стремительно сужающегося рынка превращали кинотеатры в мультиплексы, но Bert Claeys открыла в 1998 году первый «Кинеполис» - огромный кинокомплекс с 25 залами. Предоставив кинолюбителям принципиально новый вид услуги, «Кинеполис» за первый же год завоевал 50% брюссельского рынка кинопроката, одновременно расширив его примерно на 40%. Слово «Кинеполис» стало нарицательным, заменив слово «кино». Чтобы обеспечить потребителей наиболее ценными услугами, Bert Claeys отказалась от традиционных представлений о том, каким должен быть кинотеатр.

По мнению У.Чана Кима и Рене Моборнь, различия между традиционной логикой и логикой ценностных инноваций определяют пять аспектов стратегии:

Отраслевые стереотипы. Многие компании воспринимают сложившиеся в отрасли условия как...

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