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Innovation Is Doing New Things (Theodore Levitt)

Creativity is thinking up new things. Innovation is doing new things. – Theodore Levitt

Everyone is born creative. But the innovative skill we need to cultivate is not simply coming up with great ideas but applying them to make the world a better place.

““Creativity” is not the miraculous road to business growth and affluence that is so abundantly claimed these days. And for the line manager, particularly, it may be more of a millstone than a milestone. Those who extol the liberating virtues of corporate creativity over the somnambulistic vices of corporate conformity may actually be giving advice that in the end will reduce the creative animation of business. This is because they tend to confuse the getting of ideas with their implementation—that is, confuse creativity in the abstract with practical innovation; not understand the operating executive’s day-to-day problems; and underestimate the intricate complexity of business organizations.”

Read more of Theodore Levitt’s article Creativity Is Not Enough.

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