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.

Psychological Reward

Psychological rewards and recognition are major factors in the motivation equation.

Status theory argues that every action, movement and inflexion of human beings is in some way related to status. There are compelling arguments that human behaviour is based on status seeking. In the animal kingdom, higher status individuals have more sex, more access to food and resources, more space and so forth.

The present day occupation with celebrities is a testament to the power of status. Big Brother and reality TV show how far people will go to get it.

Status is addressed in the corporate world in expressions such as "give the dog a bone." Consequently, there is a tendency to give people high-sounding names without considering the other motivational factors. People either resent this or are happy for only short periods.

Psychological rewards include an environment of psychological safety and freedom ? accepting an individual as unconditioned worth; recognising that the individual is capable of producing but that their value is not based on producing; understanding empathetically; understanding the individual from their point of feeling and view (Vernon, 1970).

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 http://www.managing-creativity.com/

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Kal Bishop, MBA

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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 http://www.managing-creativity.com/