Importance Of Creativity In Business

INTRODUCTION

1.1 Statement of the Problem

Human beings are creative species who can generate new ideas into making new things or contextualizing old ideas to generate particular new ideas that are essential in making them build new things that are essential in life. Creativity is very essential since it is applied in many economic situations that affect the real world and lives of individuals. Due to creativity, various things can be seen in newer perspectives than they were before. Creativity also aids in getting new processes that are better in production and carrying out other economic activities and as well, new products and services can be produced or brought forth due to creative ideas

However, there have been a major problems in enhancing creative cognition of individuals. There has been low levels of creativity amongst many people. Creativity also has high variability from person to person and from place to place. Different individuals have different levels of creativity and this could affect their performances were they working in groups. As it is known, creativity of groups can be essential in business activities since most business premises usually apply the group concept in their production activities. When there is a high level of creativity amongst group members of a business sector, then the business has high chances of prospering in this highly competitive world. Even though creativity is a required piece in everyday lives of people, most people do not know how to acquire it. Generation of ideas is usually a problem for many people as most of them do rely on the thoughts and ideas of others not knowing that they themselves are also capable of generating those ideas. There have been varying arguments about the differences in creativity of individuals and this has brought about the study of insights into cognitive processes that occur in people when generating ideas. All in all, there is a great need all over the world for people to develop various levels of creativity amongst themselves that will be able to help in improvement of various sectors of the whole world such as business

In Psychology, Creativity is defined in terms of generated outcomes that come from a series of brainstorming sessions where the flow, originality and flexibility of an idea is evident. Creativity therefore, deals with originality of ideas since it is unique in a statistical sense. According to Shalley & Zhou, (2008), this definition does not take into account the usefulness and appropriateness of the term creativity. Other definitions of creativity in Psychology and study of Organizations see it as a novel whose main concerns are the useful of generated ideas and looks at whether they are appropriate, useful or correct in production situations. Many components are always integrated together for creativity to take place. For example, for creativity to occur, there must be creative motivation, relevant ability in the available domain and useful skills in thinking in certain stages of cognition in the human brain, Teresa, (1983). Creativity is also defined as continuous process of thinking in innovative manner in order to identify solution to various problems and as well finding the problems that might be affecting a certain sector and making various amendments to the