November 2001
Vol. 31, No. 11, pp 50–53.
Management Insights

Table of Contents

Five creativity awareness criteria
attitude Attitude is the perception the employees have of their own creativity. Employees learn to pay attention to their own flexibility, share their creativity, and dispose of mental models (i.e., preconceived notions).
behavior

Behavior refers to the actions and interactions of the team with respect to creativity. Its areas of attention include team behavior, team composition, coaching style, and the extent to which risk-taking is allowed within the team.

skills

Skills comprise knowledge, learning, and creativity techniques. The “skills” criterion includes availability of creativity courses and the application method of creativity skills during work or problem-solving processes.

structure

Structures, in this context, refer to idea management structures and the organizational processes that stimulate creativity. Structures include idea management; creativity measuring plans; availability of time, money, and resources; and creativity rewards.

environment

Environmental aspects in the organization encourage or discourage creativity. Environmental factors include high-level support, strategy definition, decision-making, communication, corporate culture, workplace layout, and maintenance of external contacts.

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