ABSTRACT
According to research carried out by George Land and Beth Jarman in Breakpoint and Beyond: Mastering the Future Today, while 98% of children up to five years old can be considered highly creative, only 2% of adults over 25 years old achieve this classification. While creativity is the human competency to conceive new things, innovation requires an entrepreneurial spirit to select and turn creative ideas into true innovations, capable of creating competitive differentiators that lead to productivity gains and profitability. Encouraging people to use their creativity can infuse the solutions brought by the project with the DNA of these stakeholders, tremendously expanding their perception of "parenthood" for the generated change. There are several techniques that can be useful to generate creative solutions, including brainstorming, brainwriting, and Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reorganize (SCAMPER).
