Applied Creativity And Innovation Techniques For Business Solutions

Applied Creativity and Innovation Model

Contemporary organizations depend on creativity to:

• Gain a competitive edge
• Manage processes efficiently and cost reduction
• Explore and identify new business ventures
• Improve performance and productivity

Transforming imaginative ideas from oblique to reality is a process of patterned thinking. It requires a change in thinking to a creative thinking process of generating different ideas. Done using a wide variety of techniques, it explores the innovative strategies at Avass while presenting possible recommendations for existing problems faced by AVASS and contemporary industries (Landry, 2012).

This group innovation project makes use of the applied creativity and innovation model and the deliberate creative thinking tools in a business case study. It looks at different modes of creative thinking for business solutions.

Applied creativity engages the mind through a process of exploring, ideating, creating and validating. This cyclic process involves a blend of consumer needs and brand strategies. Ideation is the creation of refined ideas through an innovative process. This continuous process revolves around numerous ideas and changes.  

In order to define and implement the idea, it is important to generate the idea and explore gaps in the company that the idea can fill. Brainstorming on the idea gives rise to a proper design of the possible solution giving birth to the implementation strategy. The figure below describes the steps taken in the applied creativity model. It highlights responsible persons in each stage.

To ensure the successful implementation of the Applied Creativity & Innovation Model, Avass needs a combination of Deliberate Creative Thinking techniques. These are tools used in the above model. Each of the techniques presents an analysis of organizational and industry challenges. Creative Thinking involves the production and integration of new ideas as solutions to the impending challenge (Stewart, French, & Rios, 2013). This starts with the imagination of both strange and practical solutions. Measured by originality, the ideas lead to multiple solutions and concepts.  Avass approach of using original and advanced ideas gives room for improvements on a wider scale. It revolves around convergent, divergent, refined and new thoughts. The ideas could be:

• Ambiguous
• Independent
• Thoughtful
• Unique

Innovation is authentic, resilient and influential. Applied creative thinking requires techniques to actualize it. Imagineering is important for creating new solutions. Through the exploration techniques, Avass is able to explore, ideate, validate and create. The figure below identifies the tools and techniques applied in Avass creativity for the generation of winning ideas in the business.

Applied Creativity and Innovation Model Step	Creative Thinking Technique /Tool
Step 1. Definition stage	Focusing the challenge Imagineering Multiple definition Comparison of definition Focus Statement
Step 2. Exploration	Lateral Thinking -breaking down stages Parallel thinking -Six thinking hats (White hat -Black hat etc.) -fresh ideas Radiant thinking -Divergent ideas
Step 3. Idea generation (ideation )	SCAMPER Brainstorm ( multiple solutions) Mind mapping (idea connectivity) Storyboarding ( exploring from research) Attribute listing ( improvement areas)
Step 4. Design of solution	Brainstorming Lateral thinking -Harvesting best selected ideas,  ripe, and unripe concepts -Random entry -Idea Treatment ( strengthen/shape them) Alternatives Clustering or Affinity Grouping Multivoting -Concentrated Grouping -Red Dot Voting Listing Research -Checklist SWOT Analysis
Step 5. Implementation stage	Integration and testing of tools

Zhou, Potocnik, & Anderson (2014) review creativity in an organization to identify the implimentation of innovation within individual, teams, organization and multilevel dimensions.

Creative Thinking Techniques for Business Solutions

This project focuses on creative thinking for Avass in a multilevel system. It classifies the application of techniques within the departments.

Figure 3: Creative thinking, an integration of ideas from business, human and technology

In this case, the innovation of advanced technology for buses, coaches and bikes needs designs that consider consumer needs, industry and business needs. The human factor is a major determinant in the creative innovation of products.  

Avass innovation influences the transport business and it takes groups thinking from all Avass departments. These include the marketing departments, IT, manufacturing and business. In order to address the rising demand for electric vehicles, Avass starts with focusing the challenge, comparative definition and exploring the situation (Avass, 2017).

Creative Thinking Tools	Task
	Step 1. Defining the Challenge
Focusing the challenge	Targeting specific problems for solution
Imagineering	Creative design of new concepts in practical form
Multiple definition	Looking at the definition from different angles
Comparison of definition ( Lotus Bosom)	Weighing definitions for pros and cons
Focus Statement	Structuring the definition to address a specific problems
Lateral Thinking	Consideration for ideas outside the box
Parallel Thinking	Use of similar logic
Six Thinking Hats	Use of group discussions, individuals
Radiant Thinking	Mind mapping or countless directed thoughts
SCAMPER	Substituting, Combining, Adapting, Modification, Put to other use, Eliminating, Reversing
Mind Mapping	Capturing ideas, drafting mind maps and software designs
Storyboarding	Sketching of ideas towards a sequence or plan
Attribute Listing	Highlighting characteristics or elements of the design
Brainstorming	Generating ideas over group discussions, analysis, criticism and evaluating
	Step 4. Designing the Solution
Lateral thinking	Using a different approach/fresh outlook
Brainstorming	Stimulating discussions through creative thinking
Multivoting	Prioritizing ideas for reduced categories or range
Clustering	Classification of ideas into contextual elements
Research	Use of systematic evidence based data to design
SWOT	Design based on strengths, weaknesses, opportunities and threats
Listing	Designing using definite arrangement
Integrating tools	Turning the idea into reality/practical solution

The report identifies an opportunity for group creativity in the real life situation within the business cycle. This is an analysis of applied creativity and different techniques used for developing solutions in Avass Bus Company and theConsidering the current innovation strategies used by Avass over the years Contrasting Avass Bus Company’s innovative plan with the expected outcomes of innovation and creative thinking Pointing at the legislative and regulative measures in the creative process Assigning a group to carry out the process effectively and efficiently

Avass is an Australian manufacturer of public transport vehicles including buses, vans and coaches. With headquarters in Melbourne, the company has production units in Turkey, and China. The company also has distribution units in Europe, Middle East and South America. Respected globally for battery manufacturing, under the Avalon trademark, the company has a rigorous designing and prototyping process (Vorrath, 2016). Its innovative products include the Electric Bus, which runs on an electric charged fuel. This environment friendly invention has received a positive feedback across the globe.

In 2011, Avass launched the Electric bus, which continues to receive a positive feedback (Avass, 2017). According to its CEO Allen Salyav, the company has plans for the manufacture of electric cars, motorcycles and vans. Based on its success with the electric buses, the company intends to use the self-charging infrastructure battery technology. The brands production uses its Avalon factory as the charging unit. One of the greatest challenges with the Electric Vehicle (EV) is the charging infrastructure. This is a hindrance to Avass penetration in global markets because few countries have the EV charging systems. The EV has the following attributes:

• It operates on low energy
• Does not use fuel
• Uses an electric battery charging system
• Requires a charging station

Its technology features the lithium-ion battery, which has been subject for debate. Most EV in the globe operate on the hybrid batteries and rechargeable micro turbine. However, Avalon has a self-charging system that does not require an infrastructural system. This gives is advantageous because of reduced costs, lower weight of the bus and a single, high power charger for multiple buses. This is an additional invention to alternative energy technologies like solar power buses (Drury & Hughes, 2013).

Tools for Creative Thinking

Unlike the electric bus, which is a public service product, designing an electric vehicle is a challenge because of various factor. These include the design of a product, which considers:

• Different consumer preferences for personal vehicle designs
• The EV capabilities and limitations including efficiency and environment friendliness
• Merging aesthetic designs and technical design applications is complex and calls for Imagineering techniques
• The motor industry its highly dynamic consumer trends
• Locating an ideal production unit that

Focusing the challenge involves the definition of the problem through its underlying challenges. This is the practical application of the divergent thinking theory, which uses a myriad of approaches including open monitoring (Colzato, Ozturk, & Hommel, 2012).

Creative thinking in innovation includes the search for solutions using interrelated ideas. This leads to divergent creative thinking, which is the generation of ideas using numerous possible solutions (Rios, McConnell, & Brue, 2013). Through focused attention on the challenge, the approach promotes diversified thinking styles. This method is evident in human and computer minds. In a computer system, the interconnected parts influence the whole system. A feedback system shows the involvement of different parts and the complexities involved. This is useful in clustering and it shows the influence of cause and effect in trying to find a solution for Avass Electric Vehicle. Figure 5 below shows divergent systems application of different ideas when designing team level thinking.

Imagineering is a way to define the challenge using a number of ideas. The combination of imagination and engineering has developed interesting global themes that have turned into multimillion-dollar business ideas (The Imagineers, 2010). This is a synthesis of different ideas to solve a problem. Experimenting starts with thoughts, which form a visual image that makes sense. Innovators in the traditional and contemporary world started experimenting through thoughts and ideas. These turn into practical ideas that others can recognize and appreciate. Advertisers bring out their imagination through creative directors who combine brand and consumer elements in order to generate sales.

Imagineering is a process of playing with ideas, experimenting and visualizing. This is a process of asking questions about the market demands, what consumer’s want, which trends feature in the industry, what loopholes exist in the existing innovation, and the ideals. It looks at a wider picture while targeting ways of capturing the narrowed

Avass groups attempt to find solutions takes a multilevel approach. This includes major departments involved in the business. The table below identifies the gaps for the definition through multiple ideas on the Electric Vehicle. Multilevel thinking is important in business because it gives the process a wide scope of intelligence through action-based plans (Nusbaum & Silvia, 2011). This approach is beneficial for Avass because it looks at the EV from a multidimensional approach. The marketing team perceives it from an increased sales point of view while the business perspective looks at the business challenges ahead. In an engineer’s perspective, this is an invention into the future world of efficient transportation.

Designing Avass Electric Vehicle Using Creative Thinking

Department	Multiple Definition
Marketing	New market penetration trends
Engineering	Efficient and cost effective electric powered car
Technology	Sustainable vehicle design
Production	Fuel free, inbuilt battery system
Business ( management)	Alternative transport system

Table 3: Multilevel perspective of the EV definition

The EV has alternatives in terms of different vehicle designs. Among these are EV cars, which comprise of variations:

• Battery Electric Vehicles ( e.g. the petrol, electric motor, )
• Hybrid Electric Vehicles ( HEV)
• Plug-in HEV ( petrol powered )

The Lotus Bosom technique by Peter Watson, a British Psychologist organizes thinking into relevant and applicable themes (Michalko, 2013). This is also a brainstorming tool for breaking down themes into subcategories and alternative possibilities. For example, the EV also comes in brand qualities such as the BMW i3, Nissan Leaf, Avass and Honda. The alternatives definition considers what each brand has in terms of selling points:

• Outward and interior designs,
• Costs
• Environmental footprint or energy efficiency
• Performance

The definition of a problem through innovation starts with a process of meditation. This thought process gathers data from different angles. Having used the Imagineering process to connect the business, technology and consumer needs, Avass decides to explore the situation further using logic, mindmapping and other tools. The focus statement for the next stage is:

This is the process of reframing the problem towards a clearer focus (Samuel & Silverstein, 2012). At this stage, a multidimensional approach is necessary because it incorporates all kinds of creative thinkers. It gives insight through a process of discovery and consideration for ideas that are within the defined box. The group needs to have discussions in order to harvest ideas from different thoughts including individuals and teams. At this stage, the convergent thinking approach applies.

Conceptualizing an idea means visualizing it. Sketches and pictures facilitate for a successful design process. Convergent thinking elaborates further for the idea to stand out. It prioritizes and analyses solutions for a preferred options. When problems have a clear definition, it is easier to analyse and exploit the domains at hand.

This approach considers thinking from the unknown or unexpected perspective. Avass hires professional consultants for a wider perspective. Thinking outside the box is an important tactic for the development of new and original ideas (Silverstein, Samuel, & DeCarlo, 2012). It gives Avass a competitive edge for sales and marketing campaigning as well as innovative designing. Therefore, the EV innovation idea may decide to take a new dimension from an iterative process of redefining the original perspective to a new product centred on the product services. This calls for an overhaul of the original business model to another innovation through:

• Reverse thinking
• Questioning the questions
• Changing the perspective
• Listing the assumptions and verbalization of the norm

Since 2011, Avass has had a focus on the Electric Buses and Coaches. This is an idea for the public service industry. However, the existing need for clean energy and effects of carbon emissions from the automobile industry, the brand decides to venture into the personal car industry. With plans underway for the electric vehicles by Avass, it is important to consider some of the customer perceptions of the innovation and the existing gaps in the automobile industry. This includes ideas for the battery manufacturing, infrastructural development, car parts and manufacturing industries (Mclleroy, 2016).

Conclusion

Instead of an argumentative approach, parallel thoughts concentrates on similar thoughts for a constructive engagement. In this case, if the three departments at Avass have a different focus, the best creative thinking approach is to refocus on the main problem, which is the development of an EV. This combines car design, engine performance and battery capabilities (Beaty & Silvia, 2012).

This is a merger between ideas in the marketing level, engineering and manufaturing departments. This calls for mutual benefits within a multidisciplinary tea headed by managers.

This is a popular parallel thinking approach that facilitates for a multilevel and multidimensional approach. Developed in 1980 by Edward de Bono it provides a creative framework for team leaders. It starts by converging ideas from different thoughts into one has numerous benefits (de Sousa, Pellissier, & Montiero, 2012). Avass plans to venture into the global business and this is a chance to incorporate multicultural dimensions. This approach of creative thinking accommodates divergent ideas to prevent conflict of interest. It simplified and highly effective. Avass competes in a highly competitive environment where innovation is dynamic. This process supports change and cooperation. The application of the six hats thinking is as follows:

 Blue Hat represents controls for managing the thinking process. Used at the beginning and end it checks for productivity and issue based ideas such as quality controls to ensure the efficiency of the EV.

 Red Hat thinking symbolises emotional and intuitive creativity. It gives individuals a chance to express themselves. For example, Avass directors can highlight the brand agenda as an inspiration in the innovation.

 White Hat is about the clear facts of an idea and the information available about a behaviour or an issue. It considers the systematic research decisions made by consultants and external parties in order to generate better ideas that merge with Avass objectives.

 Black Hat leans towards judgemental aspects, the dark and difficulties of an idea. This is a result-oriented approach that goes beyond the alternatives. It looks at the shortcomings of the EV in Australia and other areas where the EV has been in use.

Yellow Hat creative thinking shows bright and positive ideas that are value based focus on benefits. It looks at issues in a different angle and evaluates them. Although the EV is an engineering innovation, this perspective considers the inclusion of aesthetics for the vehicles.

  Green Hat thinking represents creativity, which enhances performance and not ego. It combines possibilities and alternatives for new dimensions. This is clear thinking with an objectivity and different angels. Avass uses this idea to merge attributes of the EV for a comprehensive product.

Challenges of the six hat thinking strategy is that it requires a connection between leadership, teams, individual creativity and productivity (Kivunja, 2015). It also takes time and may lead to conflicting ideas.

The development of ideas through concentration on the solution, planning its implementation and structuring it (Buzan, 2011). This is a colourful and vibrant use of graphics and drawings to illustrate the creative thoughts. The conceptualized framework identifies new ideas based on previous findings through a reorganization technique.

Individuals and teams come together to share concepts and knowledge that they have in order to contribute to the development of ideas. Avass company objectives is to implement ideas through innovation suitable for the changing world.

The creation of words, images and numbers in a systematic way creates logical concepts. A mind map is the use of colourful and rhythmic expressions using coloured pens, paper and the mind. Using the imagination a mind map draws images as ideas on paper starting from a centre and connecting through branches in a curved line. In contemporary creative thinking, mindmapping is important for innovation (Tony, 2013).

Its application in the Avass case includes an exploration of countless ideas on EV topics (Niu & Wu, 2017). Some of the ideas to map include:

• Alternative to fuel transport systems (electricity, hydrogen, gas, propene)
• Clean energy ( solar, geothermal, wind, )
• Low carbon emission ( Sustainability, air pollution, from fossil fuel, natural gas,)
• Renewable energy ( natural replenishment, biofuel, global warming,)
• Fuel cell electric vehicles ( FCEV)
• HEV
• PHEV
• Battery electric vehicles

Using a team of engineers, manufacturers, developers, the technical team and the Avass Group, this stage delves into the divergent views. Using storyboarding, brainstorming, mind mapping, SCAMPER and attribute lists, it questions all solutions highlighted in order to come up with concrete solutions. This generation of ideas searches for satisfactory solutions in a nonlinear process (Onarheim & Christensen, 2012). It starts by questioning, innovating and increasing solutions through strengths and weaknesses.

This is a creative thinking approach that asks questions by substituting, combining, adapting, modifying, putting to another use, eliminating and reversing. The table below shows Avass approach (Graham, 2013). Inspired by Osborn Alex and Eberle Bob, this approach encourages creativity through critical thinking.

Substituting	Changing the Electric Bus concept to EV
Combining	Combining energy efficiency and alternative energy system
Adapting	Adapt modern car designs
Modifying	Modification of vehicle operation and battery
Putting to another use	Put the engine to another use
Eliminating	Waste elimination for enhanced efficiency
Reversing	Reverse the definition of EV to incorporate sustainability and futuristic innovation

When Avass team members and leaders put their minds together to brainstorm on ideas, collective thinking springs to new and stronger solutions. Brainstorming involves a plan, which highlights a problem statement, the Avass point of focus, and goals. This is advantageous in that it creates an environment of quality ideas, less criticism and focus on the central issues of concern. A multilevel approach encourages ideas from different quarters (Kohn & Smith, 2011).

• Providing leadership
• Maximizing on the potential of the solution through spontaneous generation of idea
• Influencing individuals to think and explore information
• It encourages participations through democratic processes
• It encourages team work and multiplicity of ideas in large groups
• It clarifies ideas and gives authenticity to specific solutions

Disadvantages of brainstorming include:

• It calls for cooperation from group members
• Effective for specific ideation steps and may cause a conflict of interest.

This is a sequence of drawings showing ideas flowing from a sequence. It is a series or sequence of comical illustrations. This is a focus on a scenario with an examination of the process through ideas, plans, creation, communication and organization boards. These provide a platform for progressive brainstorming processes on themes, steps, timelines and scenarios. In this case, Avass engages its manufacturing teams in the placement of ideas in a strategic relationship to transcribe and relay ideas from all stakeholders in the technical team. These come in handy for classification of ideas in card storyboards.

Initiated in 1931 attribute listing is a brainchild of Robert Crawford Patt. Referred to as Attribute Listing Matrix (ALM) its use in contemporary creative design contributes to the generation of ideas through its attributes. These could be shapes, colour design, power or price. In Avass design of the EV, process attributes are important guides for manufacturers. Employees engage in marketing, production and designing of a fuel alternative vehicle model. Using group interaction each individual participates rigorously in the EV design model (Gardner, Parsons, & Hildrue, 2011).

Cost	EV	Fuel driven car	Attributes
Speed	Speed 75 mile	150 miles	Battery charged, fuel
Cost	Less than $2.00 gal of gas	More than &1.5 gal gas	Low energy high energy
Price	$ 23000 lower	$16,000 higher	Cheaper, costly
Pollution	Zero emissions	High carbon	Clean energy, carbon release
Design	Simple	Complex	Common, variety

Table 5: Attribute list comparing an EV with a fuel based car

Some tools from previous stages such as lateral thinking and brainstorming may apply but the main approaches for the Avass EV are clustering, research, Multivoting, and SWOT analysis.  Harvesting ideas in the manufacturing organization calls for a concerted effort from all departments. The multiplicity of ideas calls for a proper organization and selection process to separate unique and new concepts from original ones. The convergent thinking process gathers all data and prioritizes them. Clustering is a nonlinear approach that explores on a central idea to lead to an expected or new concept. In business, it is the use of different knowledgeable ideas for enterprising ventures (Eger, 2011) 

Avass clustering has a focus on the manufacturing, design and business contexts. These determine the adoption of creative ideas for the EV design and mechanical attributes.

The process of organizing, and managing the knowledge generated involves research. Gathering the facts reviews information for by studying, rethinking and recreating them. The invigorative process distinguishes knowledge by answering questions about the underlying subjects (Webb, 2015). This is an issue-based approach that gathers background data for evidence and it gives recommendations. Research is crucial in the preliminary stages of the design process and its reflection across the multilevel system indicates a multidimensional approach of ideas from different industries. Ideas in the Avass EV development emanates from the manufacturing unit, professional developers or scientists, group manufaturing and departmental data.

Multivoting dwells on the existing ideas and brainstorms through the enlisted list before narrowing down on the prescribed solution. A list of votes for ideas determines the action undertaken by the group (Kudrowitz & Wallace, 2013). A development plan may highlight ideas of what to do, how and when to undertake the project. It makes choices from the wider ideas, it works with brainstorming, and it gives contributors a chance to support other ideas. The process synchronizes ideas giving the group a unified approach and focus.

Avass needs to brainstorm on the marketing techniques to use for the EV coaches in Australia and the global market. Ideas from individuals in the departments and teams influence the generation and choice of these ideas.

Advantages of this method is that Multivoting narrows down ideas to relevant ones. Dot voting is one of the approaches in which individuals use dots or stickers to mark their preferred ideas. Each dot counts as a vote giving the selected ideas an edge over the rest (Desai, Kotadiya, Makwana, & Patel, 2015).

An analysis of the data presentation is critical in the multilevel creative thinking process. It looks at the bigger picture in groups of pros and cons. The Strengths, Weaknesses, Opportunities and Threats explore factors of the return on benefits. Business innovation has a profit focus that determines success. It is a synthesis of ideas and strategies for effective implementation (Runco, 2013). This is crucial in enhancing efficiency in-group thinking.

SWOT is the development of accurate creative thinking within a complex analysis featuring external and internal ideas. The Avass EV project comprises of different stakeholders including industry professionals. SWOT gives them an Avass a chance to take advantage of the opportunities while overcoming the challenges. SWOT makes use of company objectives and individual needs through a defined criterion for the team.

In addition to the SWOT, Avass needs a Pulses, Potential Concerns (PPC) for shuffling good ideas and implementing them. It involves fixing any concerns arising from the SWOT. This is ideal in marketing the EV idea in new markets.

Strengths · Clean energy · Efficient · Cost effective · Sustainable	Weaknesses · Needs improved design · Better performance · Improved infrastructure and charging system
Opportunities · Electric cars, mechanical operations, motorbikes, trucks · Global markets · Improved battery systems · Alternative energy designs	Threats · Consumer preference for luxury fuel brands · National legislations  in regional business · Inflation · Competitor and production challenges

The figure below highlights a chat for each department’s implementation of the tasks. Showing the idea and its task break down it represents the timing and responsibility with measures for any risks arising.

The implementation stage in creative thinking is the most critical because ideas are at stake (Cormie, 2017). The challenge in this stage is to control the process in order to facilitate the necessary plan.The Avass group creative thinking process leads to the following recommendations:

• The use of individual, teams and technology solutions
• Multilevel creative design using multidimensional techniques for diversity
• Innovation to focus on reduction of carbon emission and clean energy cars
• Improved energy efficiency and performance at the center of the manufacturing
• The incorporation of sustainability in all production units at Avass
• Embracing climate friendly CSR as a brand element
• The development of two battery types for Avass vehicles including the fast inbuilt and infrastructure based charging systems
• Mass production of electric cars as a cheaper alternative for private and public transport
• Use of modern car designs to challenge competitor models
• Market penetration to Europe and China with EV
• Reinforce the success of the electric bus  with the EV including cars and motorbikes
• Explore other alternative energy cars like solar
• Monitor sales for all products and weigh customer perception on the new designs for improvements

Avass expects to feature among the top 10 future car conceptualized ideas (Top 10 Information, 2016) with researched and Imagineering designs.

Conclusion

The applied creativity and innovation model adopts deliberate creative thinking techniques in innovation and development of ideas for practical life. Like other designs, the Electric Vehicle started with an idea. Its conceptualization was a process of identifying suitable opportunities in the automobile industry.  The need for clean energy creates a major problem that needs sustainable solutions, which support modern trends. Using skilful Imagineering Avass focuses its energy and innovation towards this idea. With a clear goal of solving the energy crisis through the EV the company assigns a multilevel team to put on their thinking hats and deliver a product that is acceptable to consumers and competitive for the Australian and global market. This five-stage process involves a definition, exploration, ideation, and designing as well as the implementation stages. The application of appropriate techniques from the onset to completion provides a reliable framework for individual, teams and leadership creative thinking.  

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