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Creativity is defined as the act of releasing the brain's potential to produce new ideas, which can manifest themselves in ways that a human can touch, see, smell, hear, or taste. Creativity cannot be measured or quantified (Anderson, 2014). In contrast, innovation is a measured process of bringing new ideas and changing current systems. While both are necessary for the effective operation of any business, innovation works best by offering a platform to track the many milestones toward the specified goals (Anderson, 2014). At Carbon Dynamic Company, the innovation allows customers to use the Virtual Reality system to visualise their future projects in a photorealistic manner. Potential clients, therefore, get the opportunity to explore all the possible options when choosing the design and general appearance of their future projects. The customers are also able to make changes where need be as well as come up with customised plans that fit their various needs. The firm has also come up with a co-design workshop known as Fit Homes where clients get the chance to have a 3-D view of their prospective projects. The workshop is a joint venture between the company and Local Councils.
As a result, the firm is in a position to work hand-in-hand with their clients to come up with excellent end products as well as get instant feedback on even the minute details. The company is also able to deliver their products exactly as requested by the clients, thus positive reviews, referrals and client loyalty. The firm has gradually developed creative measures to approach the successful completion of projects as opposed to the traditional process of building houses. The gradual development of prototypes and the use of the modular design make the process flexible, fulfilling and easy to complete. Ideas are incubated, illuminated, evaluated, elaborated and immersed in a continuous and never ending cycle to ensure provision of quality products (see figure 1 below).
Figure 1: The creativity process
Source: adopted and modified from literature review
4.2 Leadership, People and Organization
Matt is the founder of Carbon Dynamics while Lucy Fraser is in charge of the Fit Homes workshop. Both make the vital decisions for the firm after which the other members of staff pass down the information in cadres until it reaches the general public (Tannenbaum, 2013). Personality-wise Matt and Lucy are entirely different, but this plays a significant role in the routine negotiations, decision-making and the general running of the firm. They both work hard to ensure that they meet with the partners, private institutions and councils who show interest in their company (Tannenbaum, 2013).
Carbon Dynamics will also ensure that tenants from social housing will benefit from the Fit House project. The firm’s target population includes the NHS, Councils and the ‘worried-well’. The company also looks forward to building smaller housing units such as office spaces and recording studios to accommodate all cadres of people in the society (Tannenbaum, 2013).
4.3 Innovation Strategy
The firm aims to establish its in-house technology department to work on their Virtual Reality and the development of an application that will be used in the building process as well as the regular maintenance of the modular houses. Carbon Dynamics also looks forward to increasing the production and adoption of advanced technology that will help to enhance the efficiency of the building process (Weber, 2016). The company will further develop a hub that will contain all the clients’ details, with the help of Fit House, including such information as the part of the house where the clients spend the most time, and their sleeping patterns. The clients and the NHS will also have access to the information, which over time; will be presented in charts for ease of interpretation.
4.4 Types of Innovation
Apart from Virtual Reality, Carbon Dynamics has several other innovations including Augmented Reality, a special package for the tenants as well as an application that can scan the house and convey real-time images (see figure 2) (Tavassoli, 2015). Augmented Reality will work to ensure greater certainty, safety, efficiency and sustainability of the projects. Carbon Dynamics will partner with Sublime to provide comprehensive development of the AR tool, to make work more manageable in the various sectors such as co-design, progress-monitoring, digital job guidance, assets management and safety education (Tavassoli, 2015).
Figure 2: Examples of Carbon Dynamic Innovations
Examples of Carbon Dynamic Innovations
The special package for tenants will focus on the well-being of patients. As a result, one will be in a position to inspect each housing unit even when away from the site to ensure that the tenants stay safe and in good health. The tenants will also be in a position to pay bills and rent in one package. The firm will moreover reuse all the unused materials during the building process to minimise wastage and save money (Tavassoli, 2015). The proposed application will enable the tenants to monitor the specific aspects of the house which may require replacement. Matt is also developing a system for documentation of all the materials used in the modular building, in a computer system such that every part of the house is easily seen at any point in time (Tavassoli, 2015).
Innovation and creativity are both essential aspects of everyday life. It is therefore almost impossible to separate them. The Carbon Dynamics Company uses both to come up with new ideas, improve on the existing ones as well as conquer the challenges that arise along the way.
Anderson, N., Potočnik, K., & Zhou, J. (2014). Innovation and creativity in organisations: A state-of-the-science review, prospective commentary, and guiding framework. Journal of Management, 40(5), 1297-1333.
Tavassoli, S., & Karlsson, C. (2015). Persistence of various types of innovation analysed and explained. Research Policy, 44(10), 1887-1901.
Weber, M. B. (2016). Creativity and Innovation. Library Resources & Technical Services, 60(3), 138-139.
Tannenbaum, R., Wechsler, I., & Massarik, F. (2013). Leadership and organisation. Rutledge.
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