Chapter 5: Creative Thinking

3P Model of Creativity

• 3P = Person + Process + Product
• Provides an entrepreneurial framework for understanding creativity.

Person (1st P)

• Central role: entrepreneur / team does the thinking.
• Brain orientation:
  • Left: logical, rational, mathematical, detailed
  • Right: artistic, imaginative, emotional, flexible
• Three factors of a creative person:
  • Motivation (preferably intrinsic)
  • Expertise (knowledge, skills, experience – can be learned)
  • Creative-thinking skills (how one analyses & combines ideas)

Process (2nd P)

• Four basic steps:
  1. Identify unsatisfied need / opportunity
  2. Rethink until idea is fully understood
  3. Convert into sellable product/service for profit
  4. Protect the output (IP protection)
• Creative problem-solving techniques:
  • Brainstorming, SWOT, PESTLE
  • 5W+H (Who, What, Where, When, Why, How)
  • Association (link related / unrelated concepts)
  • Problem Reversal (look at negatives, opposite perspectives)

Product (3rd P)

• Innovation results from Person + Process.
• Ways to generate a product idea:
  • Completely new product (creates or meets needs)
  • Fundamental change to existing product
  • Incremental improvements (updates, bug fixes)
  • New / better production method
  • Technology-driven changes

Protecting Intellectual Property (step 4)

• Patents: protect new products, services, or processes (NOT aesthetic designs, maths methods, business schemes)
• Licensing “know-how”: e.g.A0franchising for royalties
• Trademarks: distinctive names / logos registered for exclusive use
• Unlawful competition: prohibits imitation that confuses customers; bans misuse of former employer’s know-how
• Copyright: guards literary, artistic, film, audio, drawings, etc.

Overcoming Creative Blocks

• Stop postponing—take action
• Break routine; do something different to refresh mind
• Physical movement to improve blood flow & relaxation
• Keep an open mind; accept possible mistakes as learning
• Learn from others’ diverse perspectives
• If stuck, quit temporarily and restart with fresh view

Indigenous Thinking

• Knowledge, practices, and problem-solving methods handed down through generations in a region.
• Offers unique approaches that can yield competitive advantage when applied in business.