Transcript for EO403 - What is Creativity.PDF

Graduate Apprenticeship - Engineering Design and Manufacture Class: EO403 - Design for X What is Creativity In this video, we're going to look at creativity. So what is creativity? Well, very often when we use this word we think of the phrase thinking outside the box. We think about different things...

Graduate Apprenticeship - Engineering Design and Manufacture Class: EO403 - Design for X What is Creativity In this video, we're going to look at creativity. So what is creativity? Well, very often when we use this word we think of the phrase thinking outside the box. We think about different things about the creation of new ideas, the generation of new concepts for products or services and so on. And what are the definitions of creativity and innovation? Innovation is something we often get muddled up with the word creativity. Creativity is the generation of new ideas, and innovation is successful exploitation of these new ideas. The bringing to market of these new ideas in a business like manner. Design is what links creativity and innovation. It shapes all those ideas that we have into functional, practical, and attractive solutions for customers and users. Design as a process is the method that we use for turning new ideas into these propositions for our customers and for users. And in the design development process, there are many, many methods that we can use. So what is creativity? Well, to sum it up, creativity is the bringing into being of something which didn't exist before either as a product or a process or a thought. It is something which most importantly adds value to the product, the service, or the process that we happen to be designing. I'd like to look at two case studies which express creativity very well. The first case study is the development of a new fish product. The Saucy Fish Company wanted to give the diner at home the same kind of experience they could expect in a restaurant. They wanted to sell fish to the dining market at home. They wanted to combine responsibly sourced fish with beautiful sauces, unusual sauces, something that you wouldn't cook up at home but would certainly order in a restaurant. So they looked at the market for fish, selected those responsibly sourced fishers, and then put adequate and appropriate good-tasting fish sauce with those fish. But not only that, they wanted to change the user experience. They wanted to make a fish that looks good, cooks good, and tastes great. But not only that, they wanted to make their products stand out in an already crowded market within the chiller cabinets in the supermarkets and stores. So they generated a whole campaign looking at colours of packaging, looking at imaging on the packaging, and so on making it attractive to the buyer. Then they also wanted to change the user experience by adding a blog so that people could go online. They could find out additions to add to the sauce and the fish for the complete meal. So they gave the user more of an experience and looked at this product not only as a new product to the market but a whole complete package of marketing and branding as well. In the second case study, I'd like to look at another food product, coffee. The Little Coffee Company wanted to look at an alternative way of providing high quality cafeteria style coffee to the customer in hotels and restaurants. They wanted to reduce the mess that comes Page 1/2 along often with a cafetiere experience and the large coffee machines. The little coffee bag company looked to another product. They looked to the tea bag, and they determined that there was a market out there for coffee in a tea bag style delivery. Such was invented the Little Coffee Bag company. This is a product that was supported by Peter Jones and Deborah Meaden on The Dragons Den. And Peter Jones said the secret was to take an existing product, service, or concept and to take it up a level by applying a new vision and lots of creativity. So to sum up what is creativity, creativity is the ability to look at the world in new and different ways. It's to look at the world and to find connections between seemingly unrelated phenomena. It's also looking to find hidden patterns in things, and from all of this to generate solutions for problems that we may have. Why don't you think of ways that you can use creativity to solve problems from this point on. Page 2/2