Why you should pursue innovation, not creativity

04/11/2013 | Business Insider

People tend to confuse creativity and innovation, writes Drew Marshall, principal of Primed Associates. "Innovation is about introducing change into relatively stable systems," he writes. "It's also concerned with the work required to make an idea viable." Companies can promote innovation by using a technique known as design thinking, which involves identifying problems, coming up with ideas and putting them into practice.

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