CREATIVITY AND INNOVATION:The Search for New Ideas
Opportunity identification is central to the domain of entrepreneurship. As one researcher stated, “At its core entrepreneurship revolves around the questions of why, when, and how opportunities for the creation of goods and services in the future arise in an economy. Thus, opportunity recognition is the progenitor of both personal and societal wealth.”1 It has been argued that understanding the opportunity identification process is one of the primary chal- lenges within the domain of entrepreneurship research.2 To give a better perspective of this entrepreneurial search, this chapter is devoted to examining the creative pursuit of ideas and the innovation process. These two major topics are keys to understanding opportunity and its development for entrepreneurs.
The first step for any entrepreneur is the identification of a “good idea.” However, the search for good ideas is never easy. Thus, we examine the sources that can be used in this search and how an entrepreneur can work toward the discovery of a good idea. The most important areas to be aware of are within the grasp of our own knowledge. Let us examine some of the key sources of innovative ideas.
Sources of Innovative Ideas
Potential entrepreneurs must always be alert to the opportunities that lie in the external and internal environments in which they live. This alertness will allow an entrepreneur to create an idea from what others simply cannot recognize. The following are some of the most effec- tive sources of entrepreneurial opportunities.
TRENDS
Trends signal shifts in the current paradigm (or thinking) of the major population. Observing trends closely will grant an entrepreneur the ability to recognize a potential opportunity. Trends need to be observed in society, technology, economy, and government. Following are some examples of such trends:
Societal Trends: aging demographics, health and fitness growth, senior living Technology Trends: mobile (cell phone) technology, e-commerce, Internet advances
Economic Trends: higher disposable income, dual wage-earner families, performance pressures
Government Trends: increased regulations, petroleum prices, terrorism UNEXPECTED OCCURRENCES
These are successes or failures that, because they were unanticipated or unplanned, often prove to be a major innovative surprise to everyone. The infamous 9/11 terrorist attack on the United States is a good example of an unexpected occurrence; it produced an influx of innovative solutions to the newly created challenge of homeland security.
INCONGRUITIES
Incongruities occur when a gap or difference exists between expectations and reality. For example, when Fred Smith proposed overnight mail delivery, he was told, “If it were that profitable, the U.S. Post Office would be doing it.” It turned out Smith was right. An incon- gruity existed between what Smith felt was needed and the way business was currently conducted; thus, he created FedEx.
PROCESS NEEDS
These occur when an answer to a particular need is required. Venture capitalists often refer to these needs as “pain” that exists in the marketplace—the entrepreneur must recognize an innovative solution, or “painkiller.” Examples include the creation of new medical devices, health foods, pharmaceuticals, and time-saving innovations.
INDUSTRY AND MARKET CHANGES
Continual shifts in the marketplace are caused by developments such as consumer attitudes, advancements in technology, and industry growth. Industries and markets always undergo changes in structure, design, or definition. An example can be found in the health care industry—hospital care has undergone radical changes, and home health care and preventive medicine have replaced hospitalization and surgery as primary focus areas. The entrepreneur needs to be aware of and seize these emerging opportunities.
DEMOGRAPHIC CHANGES
These arise from trend changes in population, age, education, occupations, geographic loca- tions, and similar factors. Demographic shifts are important and often provide new entre- preneurial opportunities. For example, as the average population age in Florida and Arizona has increased (due largely to the influx of retirees), land development, recreational, and health care industries all have profited.
PERCEPTUAL CHANGES
These are changes that occur in people’s interpretation of facts and concepts. Perceptual changes are intangible but meaningful. Perception can cause major shifts in ideas to take place. The current fitness craze, caused by the perceived need to be healthy and physically fit, has created a demand for both health foods and health facilities throughout the country. Another example is people’s desire to better use their personal time. As a result, the travel industry has capitalized on consumers’ current need to “see the world” while they are young and healthy, and time-share condominiums and travel clubs have increased.
KNOWLEDGE-BASED CONCEPTS
These are the basis for the creation or development of something brand new. Inventions are knowledge based; they are the product of new thinking, new methods, and new knowledge. Such innovations often require the longest time period between initiation and market imple- mentation because of the need for testing and modification. For example, today’s cell phone technology has advanced to include not just phone service but cameras, Internet access, and music. This has revolutionized the way we use different technologies today. These concepts were not thought possible just five years ago.
SOURCES AND EXAMPLE:
- Unexpected occurrences example:Apple computer.
- Incongruities Process needs example: over night packcage delivery.
- Industry and market changes: sugar free product, cofee.
- Demographic changes: retiement communities for older people.
- Perceptual changes: exercise and growing concern fitness.
- Knowledge-based concepts: mobile cell phone, tecnology, robotic.
DEFINATION OF CREATIVITY: Is the generation of ideas that result in the improved efficiency oe effectiveness of a system.
DEFINATION OF INNOVATION: Is the process by which entrepreneurs convert oppptunities into merketable ideas.
THE INNOVATION PROCESS.
A-Invention
B-Extension
C-Duplication
D-Synthesis
Totally new product, service, or process
New use or different application of an already existing product, service, or process
Creative replication of an existing concept
Combination of existing concepts and factors into a new formulation or use
Examples:
Wright brothers—airplane Thomas Edison—light bulb Alexander Graham Bell—telephone
Ray Kroc—McDonald’s Mark Zuckerberg, Facebook Barry Sternlicht, Starwood Hotels & Resorts
Wal-Mart—department stores Gateway—personal computers Pizza Hut—pizza parlor
Fred Smith—FedEx Howard Schultz, Starbucks.
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