Innovation and Creativity have a paradoxical relationship. We need to fix this!

Goncalo and Staw (2006) submit in a hypothesis which states “Individualistic groups will have higher performance than collectivistic groups on creativity tasks” and since I have been researching innovation at work, I wanted to take a closer look.  Goncalo and Staw (2006) did clarify the idea between creativity and innovation, words that are often misunderstood.  Rogers (2003) as well as Herrmann (1996) distinguish the difference between the words ‘creativity’ and ‘innovation’.  Creativity is the thought process while innovation is taking the fruit of creativity and making them real(Herrmann, 1996; Rogers, 2003).

Rogers (2003) suggests that is difficult to achieve creativity in a homogenous world since diversity is the key to induce creativity; at the same time, it is difficult to create innovations with a heterogeneous groups since communications and collaboration are essential to getting things done. Goncalo and Staw (2006) do stipulate as many others have in this space such as Hofstede (2001) that individualism suggests stronger creativity because of the value that is place in being different and unique while collectivist cultures value a groups setting and therefore, most likely have stronger ties.

The aspect of ‘ties’ is currently being explored given the explosion that has occurred in social networking (Ellison, Steinfield & Lampe, 2007).  These ties, or bonds, are classified as both weak and strong and their distinction is the degree of emotion and other intimate dimensions that occur in strong ties, challenging the relations to be solidified regardless of goals (Ellison et al., 2007, p. 1).  Fascinating topic and I trust we will explore even more.  Any idea in accelerating innovation given these premises?

References

Goncalo, J. A., & Staw, B. M. (2006). Individualism–collectivism and group creativity. Organizational Behavior and Human Decision Processes, 100(1), 96-109. doi: 10.1016/j.obhdp.2005.11.003

Herrmann, N. (1996). The whole brain business book. New York: McGraw-Hill.

Hofstede, G. (2001). Culture’s consequences : comparing values, behaviors, institutions, and organizations across nations (2nd ed.). Thousand Oaks, Calif.: Sage Publications.

Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York: Free Press.