UNR1102 - Creativity and
innovation
Dr. Radwa Ahmed Osman
Arab Academy for Science, Technology and Maritime Transport (AASTMT)
e-mail: radwa.ahmed@aast.edu
Room: G201
Dr. Radwa Ahmed Osman 1
Creativity approaches and
influential factors
© Dr. Radwa Ahmed Osman, 2022 2
What is motivation?
It is the process to take action to reach a certain goal. It is derived
from the word motive which denotes person’s needs, desires or
wants.
Motivation can be intrinsic (internal) or extrinsic (external).
Refers to doing something which is Refers to doing something because you
personally rewarding to you. want to earn reward or avoid punishment.
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What motivates us to be creative?
Valence
• It is the appreciation of the results and external rewards (such as money, praise,
trophy, etc.).
Expectation
• It is people’s strong belief that something will happen, and their judgement of
their own skills and capabilities leading to confidence in certain result or end
situation and hope that the target result or situation will happen.
Instrumentality
• It is the perceived likelihood of actually being satisfied by the obtained reward.
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Six aspects of social environments that can kill creativity
Expected evaluation: knowing that a “judge” of some kind will be assessing your work once completed.
Surveillance: being watched while you’re working.
Contracting for reward: doing something with a promise of getting paid or rewarded for your creation.
Being constrained in how to do a task: being told you need to create in a certain way.
Competition with peers.
Focusing on extrinsic motivators (e.g., power, money, and fame).
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Intrinsic versus extrinsic motivation
Intrinsic Extrinsic
• Engaging in a behavior because you find it • Performing a behavior or engaging in an
rewarding. activity because we want to earn reward or
• Intrinsic = high creativity. avoid punishment.
• People will be most creative when they feel • Extrinsic = low creativity.
motivated primarily by the interest, • Extrinsic motivations have external
satisfaction, and challenge of the work pressures even include ‘positive’ incentives
itself . which undermine creativity.
• Intrinsic motivation, which made it relatively • Extrinsic motivation was breathing down
easy, even enjoyable, to be highly creative. your neck, distracting you by whispering
about the rewards for success and the
horrible consequences of failure – and
making it hard to focus on the task in hand.
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Are rewards always bad for creativity?
For enhancing our intrinsic motivation and creativity rewards are required
under some conditions.
Doing some tasks for rewarding may affect our creativity.
For improving creativity unexpected bonuses and rewards are required,
especially if they support our intrinsic motivation.
Our intrinsic motivation and creativity can be killed if we feel that we
controlled or driven by Extrinsic motivators.
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How does your work environment influence your creativity?
Sufficient resources, greater independence, and encouragement of inventive thinking,
rather than harsh criticism of new ideas are needed for High-creativity projects .
•The working groups Should be supportive, trusting, and accepting of new ideas, but
also willing to constructively challenge each other’s ideas.
•To have creative projects, supervisors who fostered clear, honest communication,
valued individual contributions to team projects, and set clear goals are needed.
•Organizational supports, such as a free flow of ideas within the organization and
mechanisms for developing new ideas, were also important for high creativity.
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Factors affecting creativity at the level of organization
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Factors affecting creativity at the level of organization
•Aspects of a person relate to skills, background, experience, personality, knowledge, and
motivation.
•Process refers to the stage of thinking of people, when they work alone or with others and
head to creative preparation or to exploit opportunities for creativity at work.
•Place refers to psychological (cultural influences, mission, and strategy of the organization)
as well as physical (resources availability) conditions in which the person works.
•The interplay of these aspects leads to tangible or intangible product (that is problem-
solving, expressing new ideas, bringing new offers, invention, etc.).
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The four determinants of climate in the workplace
•Clearly defined and shared vision that focuses and directs the energy of
the group members.
•Each group member can participate in decision-making processes.
•The working environment is perceived as safe - that is, each group
member may, without fear of criticism, present new views and ideas.
•Spoken and given support for new and improved ways of working from
management and colleagues.
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The four
determinants
of climate in
the workplace
What are creativity techniques?
Brainstorming
Negative Ideal Final
Brainstorming Result
Creativity
Techniques
Gallery Mind
Method Mapping
Roleplaying
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Brainstorming
•Is a common technique for generating ideas, and you can find various
exercises and approaches for implementing this method.
The goal is to produce as many ideas as possible within a particular time
frame.
•It is essential to stay open-minded and non-judgmental about the ideas
produced to ensure all participants feel comfortable sharing their thoughts.
•Groups typically assign someone a facilitator role to oversee the
brainstorming session and maintain a respectful and organized process.
•All the options and their viability should be considered before determining
which ideas to pursue.
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Negative brainstorming
•Participants generate a list of "bad" solutions to the
problem they want to solve.
•This technique can lead to creative solutions by having
groups identify obstacles and work toward reversing them.
•Participants can offer "bad" ideas that make the product
more expensive or less functional.
•Like brainstorming, the group can set a timer and write as
many ideas as possible.
•They can then discuss the ideas as a group and determine
how to turn these negative ideas into positive ones.
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Gallery method
•A group leader prepares stations with either personal whiteboards or flip
chart paper.
•Each participant has an assigned station where they write all of their
ideas related to the problem statement or central concept.
•After several minutes, the participants walk around the room to view and
make notes on the other participants' stations.
•Then they return to their original station and continue developing their
initial ideas, using the ideas of the other group members for inspiration.
•This technique help stimulate alternative ways of looking at a problem or
solution and strengthen individuals' ideas.
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Roleplaying
•Participants adopt character personalities and imagine problems
and solutions from their perspectives.
•A product development team may adopt the personality of a
potential customer.
•Thinking about the product from the customer's perspective can
enable the deal to develop ideas and solutions that meet their
wants and needs.
•Participants can roleplay using multiple personalities to look at
the problem from several viewpoints, such as a first-time user
versus an experienced user.
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Mind mapping
•Participants write a problem statement in the center of a
whiteboard or piece of paper.
•Next, they add related concepts or solutions in the area
surrounding the problem statement, drawing lines between them to
note connections.
•Participants can add another group of phrases that describe how
they plan to achieve those proposed concepts or solutions, again
linking this layer with the previous one.
•This ideation tool represents a network of ideas and how they
connect, enabling participants to visualize the relationships
between their ideas.
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Ideal final result
•Works in both individual and group settings.
•With this problem-solving technique, participants identify a
problem statement then describe its ideal solution.
•This technique enables them to envision the best possible
way to solve the problem without letting limitations interfere.
•Once they establish potential ideas, they can begin focusing
on possible options.
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Learning brain storming
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The 13 rules of effective brainstorming
Pre-session
Generate as many ideas Agree on the clear
Different characters and Create an open
as possible during the No pop quizzes All time for preparation objective(s) of the
method of thinking environment
session brainstorming
Mid-session
Warming up with an unrelated Wild and ambitious ideas are People are encouraged to Reframe the problem to
Criticizing ideas is not allowed
creativity exercise welcome build on other ideas initiate a new perspective
Post-session
Considered filtered ideas Recognize the effort of the participants
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© Dr. Radwa Ahmed Osman, 2022
Input
exercise
Story
Idea webs
structure
Brainstorming
techniques Techniques
Small-
Perspective
group
changes
breakdown
22
HOW
CREATIVE ARE
YOU?
STRETCH YOUR MIND
IN A GROUP
Exercises-
Brainstorming
1. You forget your car key inside the car, what
should you do?
2. the idea is that every student has to write down
a list of the things that they like, and a list of
things that they dislike.
3. The teacher picks out two or three words, and
then the student has thirty seconds per word to
write as many rhyming words as they can think
of.
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“Creativity can solve almost any
problem. The creative act, the
defeat of habit by originality,
overcomes everything.” George
Lois, 1931, Art Director and
Author
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