Innovation has a lot to do with creativity but it is not the same. Managers tend to mix both processes instead of making sure to separate them.
Creativity is a thinking process whereas innovation is doing. Is creativity in innovation a must have? I don´t think so. Many times I observed even too much of creative thinking in innovation management.
It is great to start business development with creativity but driving innovation in a business context can happen just by proper warehousing of sleeping options or observing existing trends outside of the company and push them through an efficient development process.
Tracking and tracing new ideas is a good starting point for driving the innovation agenda following William Gibson’s´ statement “future already happens somewhere it is just not distributed yet.” The biggest lift for the innovation pipeline of any company is probably the ability to internationalize “local future” fast. Follow the link to read more.