>>>>>>>>

Thinking Creatively,
Being Enterprising

Andhy Widodo
Bandung Institute of Technology
andhywid@gmail.com
• Create and exploit intellectual property
products, or provide business to business
creative services

• “Industries which have their origin in

individual creativity, skill and talent, and
which have a potential for wealth and job
creation through the generation and
exploitation of intellectual property”
» UK Gov’t Department for Culture, Media and Sport

2
 Creative Industries (courtesy of Wikipedia)
• Advertising Music Industry
• Broadcasting • Literature
• Design • Print Media
– Architectural • Visual Arts
– Communication • Performing Arts
– Fashion • Fine Art
• Editorial Commentary • Illustration
• Journalism • Animation and Games
• Multimedia • Handicraft
• Internet Content/Design • Antiques Restoration
• Film Industry • Software
• Video Industry • Computer Services
3
• Thinking new things
• The dynamic thinking activity involving both
conscious and subconscious mental
processing
• The integrated function of knowledge and
imagination and evaluation
• Play with imagination and possibilities
leading to new and meaningful connections
and outcomes
• The production of novel and useful ideas
4
 Definitions of Innovation
• Making something better than it was, or
making something that did not exist before.
• Step change in existing sectors as well as
creating new sectors.
• Development of a new product, service,
process or business model that advances
previous status
• Invention that produces economic value in
the marketplace 5
• Thinking new things

• Doing new things

– Includes creative, economic intent
– Occurs at the intersection of seemingly unrelated
ideas/disciplines

Innovation is about delivering results....

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 Thinking Creatively

“Think outside the box is to think differently, unconventionally,

from a new perspective. This phrase often refers to novel,
creative and smart thinking.”

(Sam Loyd’s 1914 Cyclopedia of Puzzles.)

• Boxer was used to
take their hands
up(double block)
– Ali put his hands down
• Heavy Weight Boxer
cannot dance
– Ali ‘flies like a butterfly,
stings like a bee’

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 Reversal - Dick Fosbury

• High jump
athletes– face
down
• Face up?
 Fosbury flop

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Study, without school or college?

Home-
schooling

10
Cars without fuel tank?

Solar
Car

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Heuristic ideation

12
Heuristic ideation (continued)

13
14
How to make over?

15
Evidence …. before …

16
After ….

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The Constraints of Thinking

Professional, social and cultural conventions

• Physical frames and conditions around us are

established and thereby very static

• Therefore, our own role and engagement is also more or

less static.

• And the larger an organization the more static it is

• Within businesses the planning and problem solving

focuses on optimizing the existing parameters, which the
industry compete on per tradition.

• The target is to beat the competitors on the existing

market place.
The 7 Levels of Innovation

Level 1: Corrective Innovation

Level 2: Protective Innovation

Level 3: Progressive Innovation

Level 4: Reductive Innovation

Level 5: Adaptive Innovation

Level 6: Transformative Innovation

Level 7: Imaginative Innovation

INNOVATION level 1

Level 1: Corrective Innovation

“Innovations that help people do the
right things”
 Level 2: Protective Innovation

“Innovations to help people do

things right”
 Level 3: Progressive
Innovation

“Innovations to improve things that already exist”

Level 4: Reductive Innovation

Innovations remove complexity from a

product, process, or business model”
Level 5: Adaptive Innovation

“Innovations that apply known concepts

(processes, models, products) in new ways
Level 6: Transformative Innovation

“Innovations that render existing

paradigms obsolete, replacing the
current state with a new state –a “sea
change”

“If I had asked my customers

what they wanted, they
would have said a faster
horse” -Henry Ford
Changed the World!
 Level 7: Imaginative Innovation

“Innovation that is perceived to be impossible – until someone does it!”

”I believe that this nation should commit itself to

achieving the goal, before this decade is out, of
landing a man on the moon and returning him
safely to the Earth”

President Kennedy, May 25, 1961

 The Disney Strategy

1. Dreamer – creating ideas

2. Critic – analyzing the ideas

3. Realist – planning the innovation

The Storyboard
Tools for Entrepreneurial Thinking

Walt Disney’s approach used for a Business Innovation Process

1
Creating the future

Situation Solution Scenario of

3 for Tomorrow the Future
Today
Proof of
Concept Backcasting
2
 How do we create the new thoughts and
discussions that expand our perspective?

Take a 360º tour through the market place and society

• Path 1: Look across alternative • Path 4: Look across complementary
industries product and service offerings

• Path 2: Look across strategic groups • Path 5: Look across functional or

within industries emotional appeal to buyers

• Path 3: Look across the chain of • Path 6: Look across time

buyers

Find the real values!

Finding inspiration in other sectors & disciplines

The Apple story

Apple launched an MP3 player 6 years ago
long before the iPod – it was a failure

The customers wanted music not

technology!

They created iPod: a medium quality MP3

player technology wrapped in stylish design
to be used with iTunes which is a new
innovative business model for music.

They failed wisely - learning from their

mistakes. And today 70% of the young
people in the US have a Mac.

............By the way, it saved the company!

 Facebook

Mark Zuckerberg created Facebook in his Harvard dorm room.

Mark Zuckerberg wrote Facemash on October 28, 2003, while attending Harvard as a
 Youtube

2005 YouTube was founded by Chad Hurley, Steve

Chen and Jawed Karim, who were all early
employees of PayPal.[4] Hurley studied design at
Indiana University of Pennsylvania, while Chen and
Karim studied computer science together at the
University of Illinois at Urbana-Champaign.[5]
[Wikipedia]
Business Field :
• Develop interactive multimedia application (audio-video)
• Visual Communication Design

Products and Services :

Interactive multimedia production (audio, video, digital printing)
• safety awareness
• company profile
• corporate culture
• Community interactive CD/DVD
• etc
 Safety Awareness Poster

Multimedia interactive CD
• Manajemen Lorco berencana memperluas tema
yang diusung dalam produknya seperti
produktivitas, penghematan energi, kampanye
budaya perusahaan, dan tema-tema lainnya.
• Diharapkan, profil Lorco dalam industri ini
semakin dikenal sebagai basis dalam
membangun jejaring pasar dan penguatan
portofolio perusahaan di masa yang akan
datang.
 CD
Try Out Online Education System & content Interactive CD

5 CD (elementary
Trial test for www.indi- school, junior high
Senior High
smart.com school, senior high
School
school)
 Tanno Industries Asia
Business Field :
Craft art

Products:
- The world traditional and historical boat using bamboo material
- Other bamboo-based products

Brand:
APEN Handicraft Model
Tano Industries Asia
Other products development
Business Field :
Medical instrument manufacturer and maintenance

Products and services:

-Micro motor (low speed tooth driller for dentist)
-Other products is under R&D
• You wake up and have no family, no place
at other country and no job

• You need to rely on your personal skills and

talents

What could you do to make money?

 What did you
come up with?
• Discuss our ideas for a business/making
money

• Choose the best one to develop

• Can youUse
combine
the SWOTany
tool ideas?
to help you plan
Which business would you invest in?
 Take Action, Miracle Happen
No Failure, but there must be success or learning