Creativity is fun and games for innovation professionals

At ISPIM. Opening keynote speakers say creativity is fun and games, used for idea generating alone. Show limited understanding of the scope of creativity.

Seems they are unaware that creativity  involves using new ideas and making new

decisions.  Creative thinking can and is used throughout sophisticated innovation processes to generate options for alternative, beyond-the-knee-jerk responses. Inputs and outputs, don’t you know.

Fancy that, creativity does have a place in innovation… now, how to encourage our innovation cousins to be open to that consideration.