Creativity and Innovation are the key drivers to organizational success. Change is the inevitable result of this creative and innovative process.
Why is it important to understand the process of creativity, innovation and change? Today’s reality dictates that only those organizations that embrace creativity and innovation management will achieve sustainable competitive advantage in the market place. Peter Drucker, a great management thinker said; “I have continued to stress over the years that organizations that do not innovate will not survive”.
Successful innovations, on the other hand create change in the marketplace and in society. Just think of innovatively disruptive companies such as Uber, Airbnb, Facebook, and many others. In fact, it can be said that innovation isn’t about creating new products. Innovation is really about changing behavior.