Embracing Entrepreneurship Across Disciplines

Embracing Entrepreneurship Across Disciplines

Ideas and Insights from Engineering, Science, Medicine and Arts

Edited by Satish Nambisan

Unique ideas, insights and themes from diverse disciplines—from engineering, science and medicine to arts, design, and music—have the potential to enrich and deepen our understanding of entrepreneurship. This book brings together contributions from an eclectic set of entrepreneurship scholars and educators from different fields to advance cross-disciplinary entrepreneurial thinking.

Chapter 9: The value of creativity: implications for industrial design and design entrepreneurship

Joyce Thomas and Lisa Canning

Subjects: business and management, entrepreneurship, management and universities, education, management education


Creativity is an instinctive urge … that gives creators an unusual euphoria and generates an unmatched sense of satisfaction. Creativity is the core of new ideas. It’s the source for new products, new designs, and vision to see the world in a renewed way. For creatives and designers, using imagination and creativity to earn a living is frequently a lifelong love and fascination. Their ideas take them in every direction imaginable. They are community leaders, organizers, activists, and catalysts for change, as well as creators of products, graphics, images, films, books, poems, songs, and dances. Business professionals historically have perceived designers and creatives as a soft asset that does not heavily contribute to their profit and loss statement. However, evidence of using creative, non-linear design thinking in business successes exists and has been the topic of a number of business thought leaders. In The Rise of The Creative Class Florida explained that creativity is the most valuable quality of our times, ‘the decisive source of competitive advantage.’ He suggests that creatives will become society’s ‘dominant class’ in the 21st century. Books like Where Good Ideas Come From have contributed to ‘innovation jams’ at companies like Google and IBM where employees are given free time to brainstorm collectively and experiment with the things that are of interest to them.

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