Creativity of Apple
How can an organization foster creativity and innovation? What strategies and practices can it adopt and how do these connect with the theories about creativity discussed in this module? Answer this question by focusing on the case study of an organization that is well known for its creative culture.
Everyday creativity refers to a process, which brings together at least one active human mind, and the material or digital world, in the activity of making something, which is novel in that context, and is a process, which evokes a feeling of joy. – David Gauntlett
Creativity is a wide topic, which allows different interpretations. It has been described, as ‘the process of bringing something new into being... creativity requires passion and commitment’ (Rollo May, The courage to create). According to Gauntlett he also mentions that creativity is ‘the ability to come up with ideas or artifacts that are new, surprising and valuable’. Creativity can be divided into three different kinds: 1. Combinatorial creativity ─ generating new, surprising and valuable ideas and artifacts through combining existing ideas and artifacts 2. Exploratory creativity ─ generating new, surprising and valuable ideas and artifacts that expand our understanding of an area or creative domain
3. Transformational creativity ─ generating new, surprising and valuable ideas and artefacts that transform the way we see the world. Through this belief Gaunlett has proven that creativity can be defined on many distant levels, cognitively, intellectually, socially, spiritually and from the finite prospective of different disciplines of business, science, art, dance, music, theatre etc. Rollo May also states that out of the creative art, is born symbols and myths.’
“Within every indidvual, creativity is a function of three components: expertise, creative thinking skills and motivation”, (Henry J., 2001:4).
According to the Business dictionary
Everyday creativity refers to a process, which brings together at least one active human mind, and the material or digital world, in the activity of making something, which is novel in that context, and is a process, which evokes a feeling of joy. – David Gauntlett
Creativity is a wide topic, which allows different interpretations. It has been described, as ‘the process of bringing something new into being... creativity requires passion and commitment’ (Rollo May, The courage to create). According to Gauntlett he also mentions that creativity is ‘the ability to come up with ideas or artifacts that are new, surprising and valuable’. Creativity can be divided into three different kinds: 1. Combinatorial creativity ─ generating new, surprising and valuable ideas and artifacts through combining existing ideas and artifacts 2. Exploratory creativity ─ generating new, surprising and valuable ideas and artifacts that expand our understanding of an area or creative domain
3. Transformational creativity ─ generating new, surprising and valuable ideas and artefacts that transform the way we see the world. Through this belief Gaunlett has proven that creativity can be defined on many distant levels, cognitively, intellectually, socially, spiritually and from the finite prospective of different disciplines of business, science, art, dance, music, theatre etc. Rollo May also states that out of the creative art, is born symbols and myths.’
“Within every indidvual, creativity is a function of three components: expertise, creative thinking skills and motivation”, (Henry J., 2001:4).
According to the Business dictionary
Bibliography: 1. CERUZZI, P., 2000. A History of Modern Computer. Cambridge: The MIT Press 2 3. Creativity at work. 2010. What is creativity. [ONLINE] Available at: http://www.creativityatwork.com/articlesContent/whatis.htm. [Accessed 23 March 11]. 4. DAVIS, H., SCASE R., 2000. Managing Creativity: The Dynamics of Work and Organisation. Philadelphia: Open University Press 5 6. GAUNTLETT, DG, 2011. Making is Connecting. 1st ed. Cambridge: Polity Press. 7. HENRY, J., 2001. Creative Management: Second Edition. London: SAGE Publications 8 9. KAO, J., 1996. Jamming: The Art & Discipline Of Business Creativity. London: Harper Collins Publishers 10 11. O’REGAN, G,. 2008. A Brief History of Computing. Cork: Springer 12 13. SHURKIN, J., 1996. Engines of the Mind. New York: W.W. Norton & Company 14 15. vertygo team. 2011. Apple Strategies. [ONLINE] Available at: http://www.vertygoteam.com/apple_marketing_strategy.php. [Accessed 01 April 11].