Consider that our concept of creativity tends to be associated with the arts and especially the original expression of ideas. This association between creativity and artistic originality often causes confusion about the proper place for creativity in business. Most managers have a narrow view of the creative process. For them, creativity is the way people think in new ways. Certainly the imaginative and innovative thinking is a part of creativity in business, but there are two equally important components: expertise and motivation.
Knowledge, includes everything a person knows and can do in the wider area of their work. For example, a scientist at a pharmaceutical company who is in charge of developing a drug to stimulate blood clotting in hemophiliacs. Her expertise includes talent to think scientifically, as well as all the knowledge and technical skills it has in the fields of medicine, chemistry, biology and biochemistry, among others. No matter how he acquired the expert knowledge, either through education, practical experience, or interaction with other professionals. His expertise is what has been called “network of positive mental wandering,” or intellectual space that scientists use to explore and solve problems. Creative thinking refers to how people focuses on problems and solutions: their ability to mix existing ideas new combination.
That skill itself depends on the personality and the way the person thinks and works. The scientist from the pharmaceutical company, for example, be more creative if his personality is such that you feel comfortable to disagree with others, or whether you naturally try solutions that are separated from the status quo. Your creativity will be enhanced more if he usually turns it to the problems and combines the knowledge of very different areas. For example, you could delve into the botany to try to find solutions to the problem of hemophilia, using lessons from the plant vascular systems to bring forth insights on blood flow in humans. The expertise and creative thinking are the raw materials or natural resources, which has the individual. The third factor – motivation – determines what the person actually will. The scientist can have excellent educational credentials and a great facility to generate new perspectives to old problems. But if you have no motivation to do a particular job simply will not. His expertise and creative thinking will not be used or applied to something else. Management definitely can not continue wasting their creative power as much in where the challenges will provide an opportunity to activate.