Innovation: Taking Creativity to the Market
Though the terms are often used interchangeably, Creativity and Innovation are not necessarily the same thing, but one isn’t very useful without the other. While there is no innovation without creativity, creativity without innovation is of little or no use. Why is this so? The answer is found in this book that is a collection of thirteen chapters on creativity and innovation by different researchers looking at creativity and innovation from different dimensions and perspectives. Through these chapters, it is certain that for any organization to be sustainable and consistently successful, such organization needs both creativity and the ability to innovate based on that creativity. Thus, the conclusion that creativity, on its own, does not directly improve performance, as the company’s ability to take action or innovate based on its creative capacities by transforming the creative capacities to innovative products that meets the needs of the market, is the key to success.