CREATIVITY

Creativity implies conceptualizing, visualizing or bringing into being something that does not yet exist. It is about curiosity and observation. In the history of science, there are interesting examples of creativity occurring at the same time with no contact between the individuals involved. Newtonand Leibritz created the mathematics of calculus in the seventeenth century quite independently of each other, despite their allegations of plagiarism. Creativity seems to come “out of the blue” triggered by a problem to be solved or an idea to be expressed. Its roots and origins are mysterious and unknown but its existence cannot be denied. This meta- physical aspect has meant that science has shied away from the topic though it is now becoming a subject of serious study among cognitive scientists and experimental psychologists.

Entrepreneurs are familiar with ideas that suddenly come to mind and are not too concerned with their origins. This is the starting point of the entrepreneurial process. We see creativity as a talent, an innate ability, though we recognize that it can be developed and that there are techniques that promote creativity and problem solving. Creativity is also a function of how people feel. Some are more creative under pressure whilst others need complete relaxation. Some use divergent thinking in their creativity whilst others prefer convergent thinking.

One thing that seems common to all forms of creativity is joy. Einstein comments that the idea that the gravitational field has only a relative existence was the happiest thought of my life. His creative genius had come up with the idea of relativity and it made him happy. There is an intense personal satisfaction in having come up with something new and novel. This is one reason why entrepreneurs see their activities as fun. There is the joy of creativity all around them. For the entrepreneur, creativity is both the starting point and the reason for continued success. It is the secret formula by which he or she overcomes obstacles and outsmarts the competition. Arguably every one of us has the ability to be creative but do we all use and exploit this ability? Many of us simply do not act creatively much of the time. Possibly we are not motivated and encouraged perhaps we do not believe in ourselves and the contribution and difference we could make. There is certainly a skills and technique element to creativity- in a business context, for example, we can be taught creative thinking and behaviour in the context of decision making but this is clearly only part of the explanation. The issue of making is also a critical element.

Many people have the ability to play a musical instrument. They have a skill and possibly natural talent and they can be taught more skills and techniques whilst they are willing to persevere and practice. Furthermore, some people who play music naturally appreciate the meaning the composer was trying to convey when the work was written. Others have to be taught this interpretation. Some people simply see things that others cannot until they are given a detailed explanation. The same implies to opportunity spotting. People who miss the valuable opportunities that others see first often have access to the same information but it means something different to them.

Discovery consists of looking at the same thing as everyone else and thinking something different. In just the same way many young people can dribble, head and pass a football, and their skills can be improved with coaching. But when they watch a football match or play in one are they able to see the whole game? Can they spot goal scoring opportunities and positions and get there ahead of a defender? Most people who watch team sports such as football simply follow the movement of the ball exactly as the television camera tends to do. They ignore or miss the emerging patterns as the other player’s move of the ball in search of good positions. This partially explains why we do not all seem to see the same game evolve, even though we are present at the same match.