Kūrybinis procesas ir jo potencialo skatinimas organizacijoje
CREATIVITY PROCESS AND ITS POTENTIAL DEVELOPMENT IN ORGANIZATIONS

Summary/Abstract: Today in business world the cycles of products become shorter and shorter. To keep up with this, organizations have to be quick and alert, they have to be innovative and adapt constantly to new market situations. That's why creativity is a core competency for leaders and managers and one of the best ways to set your company apart from the competition. Corporate creativity is characterized by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions. Generating fresh solutions to problems, and the ability to create new products, processes or services for a changing market, are part of the intellectual capital that give a company its competitive edge. For this to happen, creativity must become the responsibility of everyone - every leader and senior manager as well as every employee. The goal of this article is to introduce the creative process and to prove the importance of creativity potential stimulation in the organization. The paper tries to bring together the individual creative process and organizational creativity in the context of nowadays management. The paper looks at available research on creativity as an individual process in creative problem solving. There are analyzed and systematized the main steps of the creative process, which involves purposeful analysis, imaginative idea generation, and critical evaluation - the total creative process is a balance of imagination and analysis. Older models tend to imply that creative ideas result from subconscious processes, largely outside the control of the thinker. Modern models tend to imply purposeful generation of new ideas, under the direct control of the thinker. The total creative process requires a drive to action and the implementation of ideas. People must do more than simply imagine new things; they must work to make them concrete realities. There is offered P. E. Plseks (1996) Creativity Process Model, which is a synthesis model of creative thinking that combines the concepts behind the various models proposed over the last 80 and more years. These insights from the historical models of creative thinking are meant to challenge and encourage. Business people have strong skills in practical, scientific, concrete, and analytical thinking that will serve them well as they engage the creative process. Contrary to popular belief, the modern theory of creativity does not require to discard these skills. They need just to acquire some new thinking skills to support the generation of novel insights and ideas. Importantly, they also need to acquire the mental scripts to balance and direct these new thinking skills in concert with their traditional ones. If they can meet this challenge, they stand well-equipped to help lead organizations to competitive advantage through innovation. Furthermore, the creativity process will be useful when everyone in an organization learns how to practice it and

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