Differentiation Between Creativity and Innovation

Introduction

I will be discussing how creativity has been implemented to a business to help solve a problem. The business I will be referring to is iZettle. iZettle revolutionized mobile payments with the world’s first mini chip card reader and software for mobile devices. iZettle like to describe themselves as an ally for small business owners, assisting them to start, run and develop their business quickly and easily. (Izettle.com, 2018) This report will mention creativity frequently which is why it’s important to have the same understanding of what creativity truly is. `Creativity is the generation of new ideas` (Wick, 2018) Creativity is important for business as `creative business ideas set companies apart from one another` (Neal, 2018) which is pivotal for businesses now due to the increase in competition making it even harder to bring something innovative into the industry.

Differentiation between creativity and innovation

There are also two other definitions that need clarification which is invention and innovation. `Invention is essentially a creative idea. Innovation takes that idea and puts it to work` (Wick, 2018) There is an identifiable difference between creativity and innovation and that is the scope. Creativity is about bringing something completely new to the table by thinking outside the box (this is a concept used by Giovanni Corazza). Giovanni believed that everyone has their own unique box which, and to think creatively it’s necessary to go outside the box even though it’s considered a risk. (Corazza, 2014) This means that even though the idea may be creative, it may not be practical and be worthwhile for a business to consider implementing such as a solar-powered cigarette. (List25.com, 2018) Innovation is described as `the process of turning ideas into new opportunities for value creation and of putting these into widely used practice` (Wick, 2018) Common types of innovation is evolutionary which provide complementary improvements to products already on offer within an industry. Evolutionary innovation is commonly used in business due to the fact is a less risky approach compared to revolutionary due to the fact it’s easier to see what customers will be interested in the product, meaning a business can put a finger on whether it will be viable or not. This doesn’t mean that the product doesn’t need to be marketed correctly due to the fact customers still need to see a value in the product to be willing and able to purchase the good (Fleximize, n.d.).

Problem being solved and the creative solution

iZettle spotted a problem where businesses would lose out on potential sales due to the fact the customer didn’t have cash on them and the business couldn’t take card payments due to the fact “setting up a merchant account was long and arduous process” (iZettle, 2014) The second phrase was quoted by Max Graham the founder of Churchill’s Port House and user of iZettle’s card reader. Other reviews are also available to view by the Belpassi bros who have been using iZettle since 2014 and Joanne’s Foam Wedding Flowers (iZettle, 2015). iZettle’s solution to the problem was initially a portable card reader device in which customers can still buy