Creativity is seeing the positive side of the problem as an opportunity to create alternative solutions to other situations in a variety of ways. Creativity is the ability to solve problems from the knowledge they already have, or through the search for new information. To be creative is to know how to solve problems in a functional way.
But what do people interpret as creativity? People think being creative is being imaginative. Of course, you need imagination to be creative, but not the other way around. In creativity there is no delimitation of elements to combine. Creativity allows man to explore combinations. It is said that children have a creativity that, when it grows and grows adult, it loses, but it does not lose just not practice it.
When people speak the word innovate, it soon comes to mind "create something new", but not necessarily that. Innovation can be renewed in order to be more functional, attractive, adding characteristics and values to something that already exists.
Innovating is when you create some alternatives to solve various situations and these are accepted by society. Innovation requires limits, which are parameters, in which it adapts to creative ideas, within a reality and a necessity. In the process of innovation, one cannot mix any ingredient as stated in creativity. There are certain laws and rules, characteristics of the environment, the moment, the situation, the culture of the company, the people and the business itself, that must be followed to reach a defined objective. Creativity is the raw material for innovations. But it is this that makes a creative idea a reality and makes a difference. The exercise of creativity requires that the judge that exists in man has no function. If the person is very critical and does not allow his ideas to be fluid, he will not be open to new ways of thinking.
Many people will argue that creativity is a gift and that you are born with it. I agree and disagree with this view at the same time. I agree when it is partial and takes into account that creativity can be something natural from birth, but can also be taught, trained and evolved. And I disagree with that same view just when it is extremist and says that creativity is not something that can be worked on.
The world and history are full of creative people who have developed solutions or have opened paths where no one has travelled before. Therefore, many people use these as a step to introducing innovation in new products already created in the market.
The success of a company depends on the strength of its culture and the clarity of its goals, which when used in combination, become powerful forces of renewal at all levels of the company, not simply a few. This competes to maximize profits and increase productivity; ensures its sustainability, its competitiveness and the satisfaction of all that are part of the organization; establishes "innovative awareness", whose main tactic is to identify the needs and problems of the market (especially in times of crisis) and turn them into products or services that effectively represent solutions for the consumer, especially the most demanding consumers.
Companies, in general, are focused on what they know how to do and produce, not exactly on the customer's need. It is important to understand what your customer really needs. Not very long ago, the costumers were satisfied with the vinyl record. Soon after it migrated to the CD, which was then replaced by downloads of files that are being exceeded by streaming. However, what they look for is always the same benefit: Listen to good music, in a convenient way. But in every moment, there is a solution that solves demand in a winning way. To revolutionize, always think what the customer really wants. This is because they are the judges of the product being revolutionized and innovated. They will tell the success of a certain product being innovated or introduced to the market.
An example of this is the Apple company. It is evident that customers are driven and extremely excited with every product that is announced by them. However, if we are to judge the mobile phones, we can see that they are all innovated. Some customers fell in love with the 'innovation' of the IPhone X, however, some did not like it so much. Some people could even argue that Apple has brought innovation to IPhone X but not to the technology market. Another example is the pen – or rather, pencil – of the iPad. Steve Jobs criticized Microsoft's stylus pen at the launch of the iPhone in 2007, but eight years later, iPencil's iPad Pro was hailed as a "great novelty". Simplicity and creativity set the tone for this new scenario. Even for Jobs, creativity is simply "connecting things". Apple products are recognized for excellence in design, colors and formats. Providing innovative customer experience and cutting-edge technology are the brand's value propositions. Companies are more agile than ever. Of course, they continue to need to create innovative products, perform relevant actions and original advertising campaigns, but assume that you and your company will be able to deliver something never seen before on the verge of arrogance. The key to innovating in an age less and less innovative seems to be in how you see innovation. Whether you innovate or be creative to yourself is to create something unique and original, then you will have problems. However, if you see innovation as a process of transformation, creativity plus a great collage of knowledge, ideas and concepts, the chances of being successful and less frustrated increases greatly. Today's news is what Malcolm Gladwell called "tweaking" in his talk at Cannes in 2011 when he said you do not have to be innovative to be an entrepreneur. Improve what already exists, do the same as Steve Jobs did, he took products that already existed and made them a fever in the world.
Nowadays, there are many arguments arguing that it is not possible to create anything that is new and away from the market. This is because every idea comes from another idea, meaning that it is an inspiration of something that already exists or simply an improvement to a specific product or service. Others will say that everything used for the creation of something, already exists, therefore it is a creation of already existent things – which does not make them truly new in the market. According to the article in the website
'https://www.campaignlive.co.uk/article/want-create-something-new-original-just-copy/1360569', if you want to create something new just copy. Today, when we stop to observe certain creations of fashion, advertising, cinema and other similar things, doesn't it seems that you are having a déjà vu? Yes, because the whole load of creativity seems to have run out and everything is just copying, even if it has new and exclusive airs. Fashion magazines are an example to prove this: after all, whoever was astonished to note that a piece you shamelessly wore every time a few decades ago has once again become an icon and object of it girls' desire?
A company whose products or services become obsolete no longer meets the needs of its customers. The company sees it reduce its market share day after day as competitors gain their customers with newer products that better meets their needs. When this happens, there is a situation where the company, if it does nothing, will see its market share and its margins continuously reduced. Innovation is a necessity for survival here. The most appropriate will depend on the specificity of the company, the problems, the motivations for innovation and the respective objectives. In this type of situation, the later the decision to innovate is taken, the greater the associated risk, because at a later stage the means available for the innovation process will probably be weaker and may not meet all the necessary requirements to ensure the maximization of probability of your success. Customer satisfaction is also one of the main ways for organizations to conquer the market, occurring from the capture and relationship of the same. This could be a great example of why it is much easier to obtain something that is already existing and improving. It is much easier to improve something that consumers already have an opinion about, than bringing in something extremely new that will be of no guarantee to succeed.
Moreover, nowadays it is evident that the world is full of montage, mashups and remixes. Because people cannot create something completely new, these tools are being used for the innovation and one of the most common is the mashup and remix. These terms are commonly used for mixing up songs and video clips together, editing one video with another harmony or beat and introducing something new to the public. One example of this is the remix of the song 'Despacito' as they added the voice of Justin Bieber making it a fantastic collaboration which made the song extremely famous worldwide. How did consumers react to this? In my opinion it was a very successful remix created as it helped the authors and singers achieve a bigger audience other than just the Spanish public. An article from 'https://techcrunch.com/2015/03/22/from-artistic-to-technological-mash-up/' says that 'the remix should be seen as a transformative work of creativity that forms part of the fabric of our wider cultural environment'.
David Gauntlett states some points on why he believes 'making is connecting'. This means that when something is created it enables us to connect with the audience, influence them and inspire them to also make something. It also helps to increase the connection and engagement with the social environments. Gauntlett's book also talks about how innovative Web 2.0 is and how beneficial the internet can be for the creation of new things as there is a social dimension meaning it helps people to work together on the creation and implementation of new things.
In conclusion, we can agree that there is many different arguments and debates on whether there is the possibility to create something new or not. However, in my opinion, everything we will ever try to create will never be original as it is already in existence. We can try to play around and attempt to create an original product; however, it will only be possible if we use the things we already have. It is believed that every idea comes from another idea and that is where the inspiration starts. From there we can modify and rearrange the already existent. It is not possible to create something that has absolute no link to the reality and the world we live in. For example, the creation of a new colour would only be possible if we mixed two or more colours together, meaning that this would not be original, but an innovation of an already existing colour. In my view, Gauntlett has a strong point when he says that 'making is connecting'. This is because other people's idea can lead us to make greater thing, engage with the world and build connection with each other.