How to balance creative genius and rational approach in an innovative company

The idea, the stroke of genius, has always been the starting point of a creative process. Of course, there are techniques to stimulate creativity, but when your product or service really makes a difference, it is because you and your team have managed to think 'out of the box'. The next step, the one where the idea becomes concrete, must necessarily leave room for rational, logical thinking, consisting of testing, market research and user experience evaluation.?

However, let’s go step by step. If we analyze the key stages of a creative process, we see that rationality and imagination must be balanced throughout: while creativity pushes the boundaries of what is possible, rationality ensures that ideas are aligned with business objectives and are marketable. Therefore, the mind is needed, but also technology and automation.?

And here we come to the point: what are the stages of a creative process? Let's look at them together.

• The need: Everything starts with a need, an unspoken need or an opportunity to improve a product, service or process that is already on the market but in need of innovation. The beginning is rarely a figment of our imagination. It is often a rational process based on thorough research of data and statistics.
• Generating ideas (creativity): Immediately afterwards, we can free our minds with brainstorming activities, workshops and collaborations. Thinking brains, smart technology, coloured sheets and pens will be used to stimulate our creativity. All this should take place in a comfortable environment where everyone feels free to express their ideas without fear of criticism. Rules are set aside at this stage.?
• Evaluating ideas (rationality): Not all ideas will be brilliant or feasible. Immediately after the creative game comes the necessary sifting process. This is where we pick up the rules and activate logical thinking. At this stage, the stakes are set by factors such as cost, available resources and alignment with business objectives.?
• Prototyping and experimentation: The idea that survives the skimming process is transformed into a prototype or pilot. Creativity and rationality need to be balanced at this point in the process to guide the more creative realization phase and the decidedly more rational testing and redefinition phase.?

Let’s not forget that the success of an innovative process also requires consistency and empathy. Why? Find out in the full article on DeltalogiX!

Want to learn more about Digital Transformation? Sign up for the DeltalogiX newsletter. You will receive a free update on topics such as Artificial Intelligence,? Cybersecurity, Internet of Things and Sustainability.??

Thanks for reading!