http://www.maniacsolutions.com/marketing-audit-definition/
Creativity can be defined as problem identification and idea generation innovation at the same time can be defined as the selection of ideation, development and marketing.
There are other useful definitions in this field, for example, creativity can be defined as a set of a series of ideas, a number of diverse ideas and a number of new ideas.
There are distinct processes that enhance problem identification and idea generation and also various processes that enhance idea selection, development and marketing. Although there is no sure fire route to commercial success, these processes improve the probability that good ideas are generated and selected and that investment in the development and commercialization of ideas will not be in vain.
A rigorous analysis data
Identifying the problem is often considered the most boring of creativity. However, it is in fact the most crucial. If you do not is working on the problem right, then you are working toward the wrong solution, all the energy, time and resources are being wasted. It Ideally, the identification of problems should take longer than the generation of ideas.
Ask a group of ten people what the problem is and is likely to get answers eleven.
Every suggestion of the group over individuals are valid in their own way, but how can we really tell between the best and at least the best answers?
The answer is to apply a rigorous standard of information analysis.
It is from rigorous analysis of the data that you are able to discover which of your customers provide more income, how each demographic responded to a campaign marketing, why its major customers did not buy the latest Aston Martin green or why 70% of respondents thought his campaign too condescending.
The above analysis yields a new set of responses identifying problems and a greater likelihood that their solutions will not be bad addressed.
These and other issues are discussed in depth in the MBA dissertation on Managing Creativity and Innovation, which can be purchased (along with creativity and Innovation DIY Audit, Good Idea Generator Software and Power Point Presentation) from http://www.managing-creativity.com/
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Kal Bishop, MBA
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Kal Bishop is a management consultant based in London, UK. He has consulted in the visual media and software industries and for clients such as Toshiba and Transport for London. He has led Improv, creativity and innovation workshops, exhibited artwork in San Francisco, Los Angeles and London and written a number of screenplays. He is a passionate traveller. He can be reached on http://www.managing-creativity.com/
Davos Annual Meeting 2010 – World Economic Brainstorming Redefining the Global Commons