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Creativity and Innovation Management - Motivation and Management Layers

Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.

There are other useful definitions in this field, for example, creativity can be defined as consisting of a number of ideas, a number of diverse ideas and a number of novel ideas.

There are distinct processes that enhance problem identification and idea generation and, similarly, distinct processes that enhance idea selection, development and commercialisation. Whilst there is no sure fire route to commercial success, these processes improve the probability that good ideas will be generated and selected and that investment in developing and commercialising those ideas will not be wasted.

Motivation and Management Layers

A rule of thumb is that idea generation and motivation are inversely proportional to the number of layers between creator and decision maker. So if an individual has to push the idea past one gatekeeper, then:

* The idea is diluted by half.

* The chance of a positive response reduced by half.

* The time to valuable feedback is increased by two.

* Time to implementation doubles.

* Trust is reduced by half.

* All aspects, such as securing finance, become twice as difficult.

This knowledge helps us to design organizational structures, for example - make sure the decision maker is close to hand.

These and other topics are covered in depth in the MBA dissertation on Managing Creativity & Innovation, which can be purchased (along with an Innovation Management Bible, a Creativity and Innovation DIY Audit, Good Idea Generator Software and Power Point Presentation) from

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Kal Bishop, MBA


You are free to reproduce this article as long as no changes are made and the author's name and site URL are retained.

Kal Bishop is a management consultant based in London, UK. He has consulted in the visual media and software industries and for clients such as Toshiba and Transport for London. He has led Improv, creativity and innovation workshops, exhibited artwork in San Francisco, Los Angeles and London and written a number of screenplays. He is a passionate traveller. He can be reached on

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