To drive innovative thinking, there’s real value in having both insider and outsider perspectives collaborating. Insiders likely have a deep understanding of their consumer, category, and competencies. But that expertise can become self-limiting, as their ideas are colored by their shared filters. Blending that expertise with forward thinkers who aren’t constrained by preconceived notions is a winning combination when it comes to driving innovative and actionable thinking.
What do a Marketing Professor, Advertising Creative and Serial Entrepreneur have in common?
They were among two dozen Brain Trust experts in one of SpencerHall’s recent cloud-based Transforum ideation sessions.
In SpencerHall’s 20+ years of experience driving innovative thinking, we’ve seen the power that comes from having a diverse a mix of outsideperspectives collaborate with project teams to push them beyond conventional thinking, challenging assumptions and finding truly innovative new product and service ideas.
In the previous blogs in this series, we defined creativity and also defined people within the context of creativity. What we haven’t considered, however, is how the term “creativity” plays in the business world.
For most people, creative thinking is a process, and one that is best manifested when it isn’t forced. If you’ve ever been in a brainstorming session, you know how hard it is to come up with new ideas on the spot, but given the rapid introduction of new products, services, and apps today, companies must constantly be looking for ways to push the envelope and improve—or risk getting surpassed by their competitors. More and more companies are trying to develop and hone their creative processes and environments in order to facilitate creative thinking, which begs the question: where exactly does creativity come from?