Creativity and innovation - what's the difference?

Creativity in business often gets called innovation. The two terms are frequently used as if they are interchangeable, but I believe they are different. Creativity produces the ideas, innovation is those creative ideas being applied within a business context.

This may seem like a trifle of semantics, but it is the tip of the iceberg when it comes to the issue of creativity in business. The fact is that many managers are deeply uncomfortable around the subject.

Because creativity it is an inexact science, they don’t understand where the ideas came from, and what to do with them when they have them. They don’t have the necessary skills to sort the wheat from the chaff. They are often suspicious of creativity, believing it to be less valuable than hard work.

Add to this the fact that the staff member who came up with the idea might not have the necessary communication skills to sell it into his manager, and you have a considerable wastage of ideas.

It can take a fair amount of focus, planning, energy, salesmanship, and persistence to cut through the existing order to get a new idea implemented. Managers don’t have the time – or don’t allocate the time – to push through these potentially risky (as they see them) ideas. Junior staff know that their manager won’t appreciate their idea or reward them for it. It’s therefore easier to stick to the status quo, and that's what happens.

This inevitably leads to a considerable demotivation of staff who feel they aren’t being duly rewarded, recognised or fulfilled. And it leads to businesses becoming stagnant.

It's important for businesses to develop a culture that encourages and rewards creativity. This can only happen once they understand both areas in more detail and become more comfortable with the associated concepts and implications. It’s an issue of education.

How would you define creativity and what does your business do to encourage it?

About the author: James Allen runs Creative Huddle, which helps individuals and businesses develop a better understanding of the creative process.

If you want to contribute to the Chamber blog, contact us on hannah@brightonchamber.co.uk