Innovation Treaties
From creativity to innovation to develop business sustainability
June 25, 2024
Generating the spark of creativity
To innovate in a company, it is necessary to foster an environment conducive to creativity, with curiosity being the source of creativity. The main concepts identified in 2007 by two leading figures in innovative thinking (Alfonso Cornellá and Antoni Flores) for developing creativity are:
• The spark of creativity arises from connecting ideas and concepts across different disciplines and fields of knowledge. Diversity of perspectives and cross-sector collaboration are essential. Both experts emphasize the value of curiosity and open-mindedness to explore new possibilities and combine them in unique, meaningful ways.
• To unleash creativity and innovation, it’s crucial to cultivate an atmosphere that values experimentation and continuous learning. This includes encouraging risk-taking, accepting failure as part of the process, and supporting idea generation without judgment. Additionally, promoting collaboration and knowledge-sharing among individuals and teams, while staying current with technological (or non-technological) trends, is essential.
Reframing how we view the world is key to becoming more creative in solving challenges and finding solutions.
Observing the Environment Is Key to Problem-Solving
It is essential to reframe the way we observe the world, teaching ourselves to be creative in facing challenges and solving problems. Edward de Bono proposed a thinking method that uses six different colored “hats” to represent distinct types of thinking. His theory helps tackle problems from a unique perspective and facilitates collaboration and communication in decision-making.
This method allows individuals and teams to separate logic from emotions, enhance collaboration, and improve efficiency in both problem-solving and making decisions.
There is no true innovation without market success
Peter Drucker, known as the father of modern management, emphasized that innovation must lead to a change that creates a new market or redefines an existing one. Without commercial success, an idea cannot be considered true innovation. Innovation is a discipline—like painting, mathematics, or philosophy—that can be learned and practiced. It requires systematic study, research, and planning, and must follow disciplined steps to be effective.
Therefore, innovation means applying research to achieve market success. If the result of that innovation is not implemented within a company or introduced to the market, it cannot be considered innovation—it would merely remain research.
Purpose-Driven Innovation as a Driver of Corporate Social Change
To implement innovation that truly supports sustainable business development, Gary Hamel identifies three key aspects related to defining an organization’s purpose—starting from its core values, building trust in society, and integrating innovation into the company’s strategy through adaptability.
In his research, Hamel outlines three fundamental pillars for organizations not only to survive but to thrive in an ever-changing and evolving business environment:
- Looking beyond day-to-day management and rethinking the organization’s purpose: A moral renaissance in the business world is necessary. Hamel suggests that organizations must question their assumptions and raise their aspirations to build trust in society. This means redefining the organization’s purpose to align it with ethical and responsible values.
- Integrating innovation as an essential part of strategy: Innovation should not be treated as an isolated event, but rather as a daily task shared by all members of the organization. The gap between the rhetoric and reality of innovation must be closed by making it a continuous and essential practice for long-term success.
- Incorporating change management to better adapt to the uncertainty of the business and social context: Change should not be reactive but proactive. Hamel advocates for strategic renewal that enables companies to adapt quickly and with minimal disruption. Adaptability is key to maintaining success in a world where today’s industry leaders can become tomorrow’s laggards.
Conclusions
To move from creativity to effective innovation that fosters business sustainability, it is essential to apply four key concepts:
- Understanding creativity as the spark of innovation: Innovation often stems from brilliance—through curiosity, exploration, and the connection of ideas and concepts.
- Evolving from creativity to innovation: It is essential to observe the environment from different perspectives in order to solve problems effectively.
- Innovation as a discipline: To innovate successfully, one must develop a structured approach—through systematic study, research, planning, and by following disciplined steps to effectively implement innovation within the organization or the market.
- Purpose-driven innovation: A moral renaissance calls for organizations to question their assumptions and raise their ambitions to build a fairer society through purpose-driven innovation.
References
- Innovation and Entrepreneurship | Peter Drucker, 1986
- The Alchemy of Innovation | Alfonso Cornellá and Antoni Flores, 2007
- Six Thinking Hats | Edward de Bono, 1998
- What Matters Now | Gary Hamel, 2012
