Unit-5-Creativity-and-Innovation

UnitFiveCreativityandInnovation1.Lead-in2.TextA:ThePostmodernCravingforCreativity3.TextB:DesignThinkingLead-inDiscussion1）What’sthedifferencebetweenCreativityandInnovation?Readthenexttwoslidesforsomeclues.Lead-inDiscussion★Whatiscreativity?“...toraisenewquestions,newpossibilities,toregardoldproblemsfromanewangle...”-----AlbertEinstein★Whatisinnovation?Lead-inDiscussion•isthesourceofinnovation.creativityneednecessityprofitresponsibilityTypesofinnovation•marketinnovation•productinnovation•managementinnovation•technologicalinnovationMarketinnovation•王老吉•非常可乐•RedbullLateralMarketing:NewTechniquesforFindingBreakthroughIdeasWhat’sthemeaningof“thinkoutsidethebox”?Lead-inDiscussionProductinnovation•productlifecycle•renewexistingproducts•developnewproductsManagementinnovation•Companystructure•Managingideas•StandardizationTechnologicalinnovation•Chery•Microsoft•AppleBenefitsofinnovation•Improvedquality•Creationofnewmarkets•Extensionoftheproductrange•Reducedlabourcosts•Improvedproductionprocesses•Reducedmaterials•Reducedenvironmentaldamage•Replacementofproducts/services•Reducedenergyconsumption•ConformancetoregulationsInnovationhascost.•cost-effective•getenoughreturn2)Howcanbreakthroughproductsavoidfailure?•ManymanagerswanttheirorganizationstodevelopbreakthroughproductsandasktheirR&DdepartmentstocomeupwiththeequivalentoftheiPodoriPhone.•Unfortunately,therealityisthatproductfailureismorecommonthansuccess.Whatarethereasonsforproductfailure?Lead-inDiscussion1.Breakthroughproductssometimesfailbecausetheydonotfunctioncorrectly.a.TheAppleNewtonpersonaldigitalassistantpromisedbutfailedtorecognizehandwriting.b.UnileverandP&Ghaveintroduced“power”washingpowderstoremovestainsbutwhichdamagedfabrics.Lead-inDiscussion2.Breakthroughproductsfailtosatisfycustomerneedsandmeetcustomerexpectations.ArecentsurveyfoundthatofthehundredsofnewfoodandbeverageproductsintroducedinthelastfewyearsintheUS,90%hadfailed(andwerewithdrawnfromsupermarketswithin3monthsoflaunch).Lead-inDiscussionSelf-perfumingbusinesssuitPawSenseAlarmclockthatrunsawayfromyouLead-inInnovativeInventionsLaserCosmoHiddenWallSafeLead-inInnovativeInventions•ClickthewebsitetoopentheMillionDollarHomepage.••DoyoulikethisbusinessideaofAlexTew?Whyorwhynot?Lead-inMillionDollarHomepageStructuralAnalysisPara.MainTopicsPara.1-4Para.5-10Para.11-18StructuralAnalysisPara.MainTopicsPara.1-4Theevolutionofpeople’sperceptionaboutcreativityinindustrialandcommercialsectors.Para.5-10Thegrowingsocietalattractiontocreativityinapost-modernworld.Para.11-18Consumerpreferenceforenergybrandscharacterizedbycreativebisociation.PartIQuestionsaboutPartIQ1.What’sthemainideaofPartI(Para.1-4)?Thereisgrowingrecognitionthatcreativitywhichusedtobeconsidereddiversionordecorationhasnowbecomeadrivingforceofeconomy,infusingenergytopeopleandbusinesses.Q2.WhydoestheauthormentionCarsatthebeginningofthetext?ReadtheNotesaboutPixarandRadiatorSprings.PartIQuestionsaboutPartIPixarDisney’sPixarhasamagicalwayofnotonlytouchingtheheartsofchildren,butalsotheheartsofadultsthroughitsanimatedmovieCars.PartINotesRadiatorSpringsRadiatorSpringswasonceapopularrestarea.However,intheearly1960’s,Interstate40builtnearbygreatlydecreasedtraffic.In2006,famousracecarLightningMcQueencametothetownandmadefriendswithpopulace.Afterhisrace,hesetuparacingheadquartersthere,andthetownstartedtogrowagain.PartINotes•Inthemovie,RadiatorSpringsspringingtolifecelebratesAmericancarculture.•Inthearticle,RadiatorSpringssymbolizesthoseirresistiblebrandswhicharethrivingthankstoaninsatiableappetiteforcreativityandaquestingspiritforchange.PartIQuestionsaboutPartIQ3.What’sthefunctionofPara.2?Para.2showshowpeopleengagedinindustrialactivitiesperceivedcreativity,artandculturedifferently200yearsago,thatis,theywereperceivedasunproductiveandunprofitablerecreations.PartIQuestionsaboutPartIQ4.InPara.3,theauthorsays“Todaythereisgrowingrecognitionthatcreativity…morethanjustdecorative.”Doyouthinkso?Canyouillustrateyourideawithsomeexamples?Forexample,ipadhasattractedbillionsofloyalcustomerswithitscutting-edge,user-centereddesign.Thankstoitscreativeprowess,Apple’sipadisnowa7billiondollarbusinessaroundtheworld.PartIQuestionsaboutPartI200yearsago,creativity,artandculturewereconsidereddiversionsforthoseengagedinindustrialactivity:unproductiverecreationsofferingnomorevaluethanalittleR&R.(Line1,Para.2)200yearsago,creativity,artandcultureofferedsimplyalittleRestandRecreation(R&R)ratherthancreatemuchindustrialvalue.RenoirorRodin,thenamesofpopularFrenchartists,aredeliberatelychosentorhymewithR&Rtoachieveasonorouseffect.PartISentenceInterpretationdiversion(Para.2)n.somethingthatdistractsthemindandrelaxesorentertainssynonyms:recreation,entertainmentexample:Librariesofferlotsofdiversions,learningandcomfortforyoungminds.PartIWordsandExpressionsparadigm(Para.4)n.anexampleservingaspatternormodelsynonyms:standard,paragonexample:Grossnationalhappinessindexisanewconceptineconomicthinkingaimedatreplacingthewesternparadigmofeconomicproductivityandwell-being.PartI