One Egg Of An Idea

'Creativity is 1% inspiration and 99% perspiration' so said Thomas Edison. Creativity is central to innovation and design. There is a certain mystery to it. Competitive advantage must be gained someway and price competition has its limitations. Many companies mistakenly think they cannot afford it but innovation is vital to business success. The creative process is all tied up with both risk and uncertainty. The risk can be managed. First the business must decide that it is going to innovate as part of its business strategy and then what kind of innovation is best suited to the business. It might be niche markets, differentiated products, a line extension or something else.

Although we do not know everything about creativity there are a number of characteristics that show themselves. First there has to be a recognised need for a new discovery. The mind has to be receptive to creative ideas. When the area of innovation is decided on the researcher should become immersed in the relevant field for an understanding of current knowledge. Then an important stage is reached when the ideas have to be 'incubated'. The ideas can be left to develop for awhile. Inspiration that has been mulled over for some time may suddenly come during a time of relaxation or reflection. Letting the mind go can let in diverse thoughts that can make associations and connections. Constantly thinking about something may get you nowhere. Sleep theory suggests that sleeping on an idea may help sort it out into different parts of the memory, and the facts and ideas can be digested and assimilated better. Whatever technique you use once the thoughts and ideas are sorted out the mind is ready for illumination.