creative in inverted commas?
Perhaps I have flawed conception of creativity and how it translates as a tool of tangible utility in the MC sector.
My perception of creativity is the capacity to think beyond the commonly shared frameworks of cognition. True creativity in my opinion occurs when information, ideas and conceptual structures take on abstract form and are subconsciously re-worked and synthesised; essentially drawing new perspectives and idea's from the peripherals of the conscious mind.
Innovation in my opinion is a product of analytical deduction which makes use structures of empirical evidence to develop a new perspective on how things are. Innovation is a product of a widely shared cognitive process.
There is a fundamental difference between creativity and innovation. Generative creativity can be refined with a structure or framework of evidence. Innovation is born from evidence.
I put creative in inverted commas due to the fact that I get the impression that some firms use a purely statistical and experiential framework to solve problems, whilst they can produce undoubtedly effective solutions I wouldn't necessarily refer to them as product of creativity.
Ps. I retract the inverted commas on innovative.