INNOVATE OR EVAPORATE - CREATIVE TECHNIQUES FOR STRATEGISTS

An organization can gain a strategic competitive advantage by achievin g relatively high differentiation, relatively low cost or some combina tion of the two. Most experts agree that the way to achieve relative d ifferentiation and/or relative low cost is through innovation. The eas iest to introduce, yet one of the most beneficial means of improving i nnovation, is through the use of creative problem solving techniques b y individuals and groups. This article describes seven creativity tech niques that are useful in formulating strategy: brainstorming, storybo arding, mind mapping, excursion, checklists, morphological analysis an d lotus blossom. These techniques work, use them or fall behind. Innov ate or Evaporate! Copyright (C) 1996 Elsevier Science Ltd