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Chapter 8. Stage three: Create > Managed creativity

Managed creativity

The development of a competitive advantage in the market place often hinges on creativity and invention - doing what others haven't yet done. Virgin's approach to air travel, Sony's mass marketing of the Walkman, and Trevor Baylis's invention of the clockwork radio are all examples of people using creativity and innovation to break the existing market mould. In most cases, this type of ground-breaking innovation enters market areas that others thought unworkable or unprofitable.

How can you introduce this type of managed innovation into the Create stage of change? How can you help people to escape the attitudes and mind-sets where they currently take the simple, safe and stagnant approach to change?


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