Nowadays, Gregg Fraley advises companies all around the world. Beside, the author gives speeches about the ways innovation shoud be implemented.

Globe Corp.biz met the creativity and innovation expert at the Creawal Forum 2009 in Liège.

Innovation: not a isolated process

Two tips to avoid ineffective and without brainstorming overnight

Though, brainstorming requires some precaution: “Pay attention to what comes before and after the brainstorming. Before it must be prepared, be well aware of market needs. Clearly identify challenges that must be met. If you brainstorming out of a vacuum. You may come with great ideas but they wont necessarily sells or be applicable. After brainstorming it is important to  keep track of all ideas and take action on the basis of some of them. This step is strategic, by doing so you show that you take these sessions seriously. This way, your employees will be keen to generate quality ideas”

“Generate new ideas  doesn’t cost money”, Fraley stresses. Only their implementation requires an investment. You can even sell some of your ideas “because what attracts investors if it is a good idea?”

Difference between creativity and innovation, the definition of Gregg Fraley

Eventually, the consultant explains the difference between creativity and innovation. For Gregg Fraley Creativity is “a novelty that is useful” while innovation is “using a novelty that is useful and generate one way or another value. Whether it is money or improvement in processes. However, we should not limit the creativity to art and self expression, adds Gregg Fraley. Being creative can also mean making decisions or doing some analysis. “There can be no innovation without creativity, any business needs to encourage it”, sums up the expert.

Worth reading on the topic:

Emphasis on Innovation, Brand Building during Recession

Open innovation and other foolish ideas

Creative Problem Solving, interview with Gregg Fraley (Jack’s notebook)

Open companies foster all employee’s ideas. However, “after the initial excitements and few hundreds od ‘ideas’, you start seeing ‘ideas’ that are not ideas, but according to people who are supposed to take the idea ahead (senior management), these are mere ’suggestions’ “, says  Prakasan Kappoth, a knowlegde management expert working for MindTree, in Bangalore.

The border between ideas and suggestion is not obvious to draw. For people in charge of sorting these creative propositions, that’s a challenge.  They don’t want to inhibit employees. What people can do, at least, is to educate their staff : yes,  there is a difference. They should become aware, after a while, whether they formulate an idea or a suggestion (with, likely, a lesser creative impact in the latter case). It would lower the level of disappointment should the suggestion not be taken into account as a big step forward for the company.

Steven Swann, consultant in creativity, with some others, brought part of the answer to the question, though: “Suggestions are seeds. Ideas are seeds that have sprouted and innovations are plants in full bloom…”

Steven Swann adds a parable which gives a pictured story of how this difference applies in organisations. How, if not taken seriously, it can alleviate the effectiveness of a social body. Ideas and suggestions need cares, but not of the same kind. Left alone, they can interfere on each other and never lead to an actual innovation.

In crisis time, senior executives are keen to limit spending on the creativity processes. It could be a mistake, hardly obvious when the storm is over…

(photo Flickr MaryCB)