Creativity Information

Creativity Management - Don't Write, Rewrite

Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.

There are other useful definitions in this field, for example, creativity can be defined as consisting of a number of ideas, a number of diverse ideas and a number of novel ideas.

There are distinct processes that enhance problem identification and idea generation and, similarly, distinct processes that enhance idea selection, development and commercialisation. Whilst there is no sure fire route to commercial success, these processes improve the probability that good ideas will be generated and selected and that investment in developing and commercialising those ideas will not be wasted.

Don't write, rewrite

The old axiom "throw away the first draft" is one hundred percent spot on. What the axiom is really saying is split creative from critical thinking.

a) Creative thinking and critical thinking are two separate and distinct processes. The idea is to first produce, then edit.

b) Creative thinking is daring, uninhibited, free-spirited, imaginative, unpredictable and revolutionary. The use of creative thinking fills out the pages of the first novel or screenplay. It creates an idea pool full of a variety of ideas, diverse ideas and novel ideas.

c) Critical thinking is reductive, logical, focused, conservative, practical and feasible. That first draft screenplay is now refined by cutting, pasting and rewriting. That idea pool is looked over by a number of people with the required competencies to select the most valuable ideas.

One the most valuable ideas are selected, they go into development, where the BEST ideas are chosen. The Economist (2003b) states that 3000 bright ideas are needed for 100 worthwhile projects, which in turn will be winnowed down to four development programmes for new products. And four such development programmes are the minimum needed to stand any chance of getting one winner.

These and other topics are covered in depth in the MBA dissertation on Managing Creativity & Innovation, which can be purchased (along with a Creativity and Innovation DIY Audit, Good Idea Generator Software and Power Point Presentation) from

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Kal Bishop, MBA


You are free to reproduce this article as long as no changes are made and the author's name and site URL are retained.

Kal Bishop is a management consultant based in London, UK. He has consulted in the visual media and software industries and for clients such as Toshiba and Transport for London. He has led Improv, creativity and innovation workshops, exhibited artwork in San Francisco, Los Angeles and London and written a number of screenplays. He is a passionate traveller. He can be reached on

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