Creativity and innovation
Creativity and innovation

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Creativity and innovation

1.1.2 Style

A more modern perspective focuses less on who is and is not creative and more on different styles of creativity. Kirton (1989) suggests there is a case for differentiating between the ‘innovative’ approach to creativity, which involves reframing problems and coming up with radically new approaches, and the ‘adaptive’ approach, which involves improving existing practice incrementally. He suggests there is a continuum across people favouring a creative approach, involving doing things differently, to preferring to do things better. In Western societies we tend to associate creativity with innovative breakthroughs, but most innovations come about through a series of incremental improvements. Until recently, the adaptive style of creativity – building on what has gone before – has received less attention in the West but has arguably been better appreciated in the East (Nonaka and Takeuchi, 1995).


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