Creative Management

CREATIVE MANAGEMENT

In this essay it is going to be discussed the creativity management process focusing on the early stages of a general creative process and the advantages of using them correctly. The stages analyzed are “the focus”, “the idea generation process” while a brief overview is provided for the 3rd and 4th stages which are respectively “the idea evaluation”, and “the final idea choice”.

People usually pay more attention on the ideas collection phase and begin a creative process form this stage even without having a clear picture of the real aim of the process. By doing that, they are wrong. Indeed, this is the collection phase of a creative process where the ideas, produced in the previous phase, are organized in predefined categories always concentrating on the real Focus question. The final choice step may be defined as the phase where you select the best of the ideas generated keeping in mind your own or your organization’s goals.

In the following two paragraphs we are providing detailed information about the early two steps (Focus and Idea generation) as they are quite often underestimated and perceived as a waste of time.

The Focus

The establishment of the focus of a creative work is the first as well as most important step of the creative process. Seeing as it concentrates on analyzing the real core of the creative work, the failure of establishing a clear purpose might not bring to concrete results but, on the contrary, to great loss of time.

Focus area and Focus purpose are two fundamental components for the right approach to this opening step. “What are they talking about?” sounds the right question for explaining the focus area. Its main utility is clearly portraying the overall area of interest of the creative session (e.g. lazy and sloppy employees with admin responsibilities). The latter might be summarized in the question “What does one concretely want to achieve?” It leads the creative process toward a concrete final purpose...