In a world like ours, where evolution is in constant motion with business, it is essential to anticipate the possible impacts that lie ahead in a medium and long term period; It is the key to the success of any business. In this way we can identify opportunities and be able to take advantage of them, and to achieve this it is essential to have basic tools for their development; innovation, creativity are an important part of these issues.
Since the human being appeared on earth, he has always distinguished himself from other living beings by possessing intellectual capacities that have allowed him to survive and adapt to changes; but above all, the creativity to do things and be able to make appropriate decisions according to their own principles and criteria. As human beings we have a creative brain that helps us improve certain things in our environment.
Creativity is the human capacity that we have to create something new, innovative, generating new ideas, or useful concepts, in order to solve a problem, and that is accepted by society, bringing a new approach to its use, highlighting for being original and have a value.
For the study of the behavior of the human brain, we will deal with an essential topic in order to better understand this process, cognitive neuroscience.
Cognitive neuroscience is responsible for studying the biological processes that are behind creative behavior, it is related to behavior and cognition, therefore it is a fundamental basis to understand and understand subjects such as economics, anthropology, social sciences, creativity, innovation and business related topics.
On the other hand, emotional intelligence is also discussed within creativity, and as these two issues are reflected in the innovation of a company, within business, the factor that gives life to an organization is human talent, since thanks to this the objectives are achieved. So if we are talking about people, therefore, they are beings full of emotions and feelings.
Knowing our emotions is the first step to improve and increase our emotional intelligence, awareness and emotional regulation.
Emotional intelligence can be defined as being aware of our emotions, understanding the feelings of others, tolerating the pressures and frustrations we endure at work, accentuating our ability to work as a team, and adopting an empathic and social attitude, which we It will provide greater possibilities for personal development (Goleman, Emotional Intelligence, 1995).
Emotional regulation is the ability we have to manage our emotions in an appropriate way. Become aware of the correlation between emotion, cognition and behavior, that is, having the best coping strategies and generating positive emotions.
Emotional awareness generates the ability to become aware of our own emotions and understand those of others, this includes the ability to capture the emotional climate of a given context.
Now we see how the brain is related to creativity, the creative brain tells us that we have two cerebral hemispheres, the right and the left; Let's go a bit of history, this concept for the first time was postulated by Plato, where he tells us that there were two important aspects of the mind, I call one of the aspects logistikon, the rational part of the human being; and on the other hand, I call it nous, the intuitive part of people.
The creative brain is not just the right hemisphere: when the creative brain state accesses a wide network of connections, everything participates, the left and the right, the upper and the lower. The right hemisphere has longer branches that establish more connections with other parts of the brain than the left; In a flash of creative inspiration, a new connectivity circuit emerges (Goleman, The Brain and Emotional, 2013).
Innovation arises from creativity, it is a set of elements that seek to give a new context to the company, something new for customers, we could say, deliver much more than what they can expect from us.
Already in 1934 Joseph Schumpeter defined it as "the process of finding economic applications for inventions", while the Royal Spanish Academy of Language defines innovation as the "creation or modification of a product, and its introduction into a market." The two previous definitions focus on the same objective; In other words, the application of the economic part has to have market share for it to be considered innovation.
The two definitions differ in scope, but both coincide in highlighting the economic function of innovation: that is, if it has no application in the market, it is not innovation.
The OECD defines the concept of innovation as “the introduction of a new or significantly improved product (good or service) or process, or the introduction of a new method of marketing or organization, applied to business practices, to the organization of work or external relations.
- Product innovation. Introduction of a new or significantly improved good or service in its characteristics or uses. Process innovation. Implementation of a new or significantly improved method of production or distribution. Marketing innovation. Implementation of a new marketing method that involves significant changes in product or packaging design, placement, promotions or price. Organizational innovation. Implementation of a new organizational method in the business practices of the company, in the organization of the work area or in external relations.
Understanding all these concepts very well, the importance of emotional intelligence, the correct management of our feelings, knowing how our brain works, is the fundamental basis to enable our creative capacities and thus give a 360 degree turn to our innovation process, With this we achieve that companies have a new concept towards the market, giving much more than offering a simple service / product, achieving a portfolio of satisfied clients. (Doc. Anna Abraham, 2012).
Bibliography
Bankinter, fd (2010). The art of innovating and undertaking.
Doc. Anna Abraham, DC (2012). Creativity and cognitive neuroscience. Madrid, Spain: IMCSA
Goleman, D. (1995). Emotional intelligence. Buenos Aires-Argentina: Javier Vergara.
Goleman, D. (2013). The Brain and Emotional. Barcelona, Spain: © Ediciones B, SA
