Unit 5 Creativity and Innovationppt课件.ppt

UnitFiveCreativityandInnovation,1,Lead-inTextA:ThePostmodernCravingforCreativityTextB:DesignThinking,2,Lead-in,3,Lead-inDiscussion,1）WhatsthedifferencebetweenCreativityandInnovation?Readthenexttwoslidesforsomeclues.,4,Lead-inDiscussion,Whatiscreativity?“.toraisenewquestions,newpossibilities,toregardoldproblemsfromanewangle.”-AlbertEinstein,5,Lead-inDiscussion,Whatisinnovation?,6,isthesourceofinnovation.creativityneednecessityprofitresponsibility,7,Typesofinnovation,marketinnovationproductinnovationmanagementinnovationtechnologicalinnovation,8,Marketinnovation,王老吉非常可乐Redbull,9,LateralMarketing:NewTechniquesforFindingBreakthroughIdeas,10,Lead-inDiscussion,Whatsthemeaningof“thinkoutsidethebox”?,11,Productinnovation,productlifecyclerenewexistingproductsdevelopnewproducts,12,Managementinnovation,CompanystructureManagingideasStandardization,13,Technologicalinnovation,CheryMicrosoftApple,14,Benefitsofinnovation,ImprovedqualityCreationofnewmarketsExtensionoftheproductrangeReducedlabourcostsImprovedproductionprocesses,15,ReducedmaterialsReducedenvironmentaldamageReplacementofproducts/servicesReducedenergyconsumptionConformancetoregulations,16,Innovationhascost.,cost-effectivegetenoughreturn,17,2)Howcanbreakthroughproductsavoidfailure?ManymanagerswanttheirorganizationstodevelopbreakthroughproductsandasktheirRontheotherhand,customersarenotfascinatedbymarketingwhichisstraightforwardbutboring.,40,PartIIQuestionsaboutPartII,Q4.InPara.10,theauthorquotesAlexisdeTocquevillessaying,“somanyluckymen,restlessinthemidstofabundance,”toillustrateanegativecorrelationbetweenwealthandhappiness.Doyouagreeordisagreewiththeauthor?Thereisashredoftruthinthenegativecorrelationbetweenmaterialwealthandhappiness.IthasbeenreportedNorthEuropehasahighrateofsuicide,indicatinghappinessisnotabsolutelytheoutcomeofmaterialpossession.,41,PartIISentenceInterpretation,Likenine-year-oldswrestlingwiththequestionofSantaClaus,webelieve,consumersaretornbetweenwantingtobelievemodernistpromisesandbeingtoosavvytosuspenddisbelief.(Line1,Para.8)Inthissimile,consumersarecomparedtonine-year-olds,withtheassociationthatbotharebornbetweenacravingforbeliefandasenseofdisbelief.,42,perpetuate(Para.6)v.tocausetocontinueindefinitelysynonyms:sustain,maintainexample:Thecompanyaimstoperpetuateexistingwaysofworkingwhilstaccommodatingthenewtechnologies.,PartIIWordsandExpressions,43,roil(Para.7)v.tobeinastateofturbulenceoragitationsynonym:stir,boilexample:Thecommunityhasbeenroilingwithragesincetherecentschoolshooting.,PartIIWordsandExpressions,44,PartQuestionsaboutPart,Q1:WhatsthemainideaofPartIII(Para.11-Para.18)?Consumerswhoplayanactiveroleinmakingbrandchoicestendtoloveenergybrandswhichsurprise,delightandattractthemwithcreative“bisociation”.,45,PartQuestionsaboutPart,Q2:InPara.14,theauthorintroducestheconceptofbisociation.Readthefollowingexamplesofproductcreationandfigureouttheirbrandnames.Readthenoteaboutbisociation.,46,PartIIINotes,BisociationBisociationisatermcoinedbyauthorArthurKoestlerinhisbookTheActofCreation.Bisociationinvolvesconnectingtwoseeminglyunrelatedthings(forcedassociation).,Key+USB,47,Computers+mailorder=?Auction+web=?Bookstore+web=?TabletPC+cellphone=?,PartQuestionsaboutPart,48,DellEbayAmazonIphone,PartQuestionsaboutPart,49,Q3:InPara.14,theauthorwrites:“Totheconsumerwhosthinkinglikeaninvestor,.amoreinterestingfuture.”Howdoyoudefine“aconsumerwhoisthinkinglikeaninvestor”?AconsumerwholovestheWowfactorincreativebrandsfeelliketheyareplayinganactiveroleinmakingbrandchoices,justlikeaninvestor.,PartQuestionsaboutPart,50,PartIIISentenceInterpretation,Perhapsanenergizedbrandoffersasortofelixirapotionthatkeepspeoplegoingforward,eveninbadtimes.(Line2,Para.12)Itisobservedthatconsumersinpostmoderneraarebeingcaptivatedbyacertainpropertyinsuccessfulbrandsaqualitythatreflectsamoreexciting,dynamic,andcreativeexperience.Consumersareconcentratingtheirpassion,devotion,andpurchasingpoweronbrandsthatkeepevolvingandleadingthemforwardoutofthebadtimes.,51,PartIIISentenceInterpretation,Ifwehadtoliveinaworldpopulatedexclusivelybyproductslackingdifferentiation,offeringlittlecreativity,andinstillingnoenthusiasm,wedbelivingindingy,grayworld.(Line2,Para.17)Wearecravingforaconstantlyevolvingworldwhichkeepsexcitingitsinhabitantswithamorepowerfulformofdifferentiation.Energizeddifferentiationcreatesenergizedbrands,instillingenthusiasmintoconsumers.Amonotonousworldisnomorethanadingy,grayworld.,52,PartIIIWordsandExpressions,sprinkle(Para.12)v.todropafewpiecesordropsofsomethingoverasurfaceexample:1)Shesprinkledafewherbsonthepizza.2)Hisspeechwasliberallysprinkledwithpoliticaljokes.(figurative),53,obsolete(Para.13)adj.outofuse;outofdatesynonyms:outmoded;outdatedexample:Obsoleteinventoryisaverygoodbarometeroftheoveralleffectivenessofacompanysoperations.,PartIIIWordsandExpressions,54,posit(Para.14)v.tolaydownasafactofprinciplesynonyms:postulate,presume,assumeexample:Thebookpositsaclearlinkbetweenconsumerismandcreditcrisis.,PartIIIWordsandExpressions,55,instill(Para.17)v.tointroducebygradual,persistenteffortssynonyms:implant,infuse,injectExample:Banksandgovernmentsshouldinstillconfidenceintoinvestorstoheadoffthefinancialcrisiscompletely.,PartIIIWordsandExpressions,56,PartIIINotes,SillyStringSillyStringisachildrenstoyofplasticstringpropelledasastreamofliquidfromanaerosolcan.Itisoftenusedduringweddings,birthdayparties,carnivalsandotherfestiveoccasions.,57,PartIIINotes,SillyStringhasbeenusedbyAmericanmilitaryforcestodetectbombtripwires.Thestringissprayedoverthesuspectedarea,andifthestringfallstotheground,notripwiresarepresentsincethestringwouldcatchonthetripwires(butisnotheavyenoughtoactivatetheexplosive).,58,TextBDesignThinking,59,StructuralAnalysis,Thetextisclearlydividedbyalistofsubheadings,basedonwhichthestructureofthetextgoesasfollows:,60,Para.1-4,Introduction:ThomasEdisonsinventionoftheelectriclightbulbillustratesdesignthinking,ahuman-centeredapproachtoinnovation,empoweredbytalentsofgeneralistsplusanastuteunderstandingofcustomersandmarkets.,61,Para.5-6,Gettingbeneaththesurface：Havingbranchedintoawiderterrain,designhasevolvedfromanattempttoincreasecompetitiveadvantagesthroughanattractivelate-stageadd-ontoanurgetomeetconsumersneedsbygeneratingcreativeideas.,62,Para.7-11,Howdesignthinkinghappen：ThesuccessfullaunchofCoastingbikesbearsoutwhatadesignprojecthastogothrough:acreativehuman-centeredideationprocessfollowedbyiterativecyclesofprototyping,testingandrefinement.,63,Para.12-16,Gettingbacktothesurface：Thesuccessfullaunchof“Keepthechange”,abankaccountservice,showshowdesignthinkingworksinprovidingconsumerswithanemotionallysatisfyingandfunctionallymeaningfulexperience.,64,Para.17,Conclusion：DesignthinkinghasthepotentialtoresolveultimatehumanproblemsandcontributetothereemergenceofagoldenageofinnovationrepresentedbyThomasEdison.,65,ExercisesSpeaking,1.BusinessMeetingPreparationStepOne:Readtheproductdescriptionwiththehelpofproductpicturesonthenextthreeslides.,66,ExercisesSpeaking,I-bike,67,ExercisesSpeaking,One,68,ExercisesSpeaking,Nulla,69,StepTwo:Brainstormpostiveandpotentiallynegativeproductfeatures.StepThree:Workoutprofilesofpotentialcustomers.Fillintheformonthenextslide.,ExercisesSpeaking,70,71,ExercisesDebate,2.Debate1)Creativityisbornratherthanacquired.Affirmative:Creativityisaninnatequality.Negative:Creativityisnurturedratherthannatural.Brainstormconvincingthoughtsinfavorofyourteam.,72,ExercisesDebate,2)Collegeentranceexaminationshouldbereformedforadmittingmorestudentswithcreativeminds.Brainstormpersuasivethoughtsforaffirmativeandnegativesides.,73,Keys,Creativitycanberegardedastheprocessofthinkingupnewthingsandconcepts.Innovationistheprocessofconvertingthosethoughtsintotangiblethings.Insummary,creativityisgeneratingideasandinnovationisbringingtheseideastolife.,74,Keys,1)Ametaphoricalbusinessjargonthatmeanstothinkdifferently,unconventionally,orfromacreativeandnovelperspective.2)Employeesdeliberatelyusethistermtoimpresstheirbosses,whichisseenasanintolerableactofbuffling.Thesimilarbusinessjargonis“blue-skythinking”whichmeansopen-mindedthinking.,75,76,77,Affirmative,1.ThomasEdison,thegreatestinventorinhistory,wasbornwiththegiftofcreativity.TheyoungEdisonsmindoftenwanderedandhedidverypoorlyinschool.2.Scientificresearcheshaveshownthatcreativegeniusislinkedtoonesbrainorgeneticalmutation.3.Anuninspired,boredanduncreativepersonusuallyremainsunchangedduringhislife.,78,79,1.Althoughhehadonlythreemonthsofformalschooling,ThomasEdisonwashomeschooledbyhismother,whichofferedasupportiveandstimulatingenvironmentforhisfuturesuccess.2.Researchfindingswh