Seite - 26 - in Digital Entrepreneurship - Impact on Business and Society

and all individuals and the normal person’s ability and potential for self- actualisation. For our paper, the focus is broad, asweaim tofindways to stimulate creativity in employees/intrapreneurs. Creativity can be defined in different ways, and truthfully, everyone has their own understanding of the concept. Creativity in business can be defined as an act that generates ormakes use of a new idea and requires a different approach to the problem. This is the sole definition that can be projected onto any person who is labelled ‘creative’. This definition is, however, quite broad, and it might help to investigate some definitions which dive below the surface. According to Naiman, the founder of CreativityWork and amentor in creative output, creativity can be summed up as the ability to tap into our ‘inner’ pool of resources—knowledge, insight, information, inspiration and all the fragments populating ourminds. Thus, it isnotonly the formingof ideasbut alsoourability toaccess themandput themto use.While these two definitions are different, they both place creativity into one category, which can be summarised as a complex process of the creation of ideas and the furtherdevelopmentof these ideas.Whether it is anartistwriting a song, or an employee at a company meeting during a brainstorming session, these indi- viduals attain an idea and try tomake it into something tangible. Creativity can be regarded as not only a quality found in exceptional individuals but also as an essential life skill throughwhich any employee can develop their potential to use their imagination to express themselves andmake original and valued choices in their lives. This is enhanced through an evergreen termed ‘the artist way’, which assists individuals in entrepreneurship and digital marketing to become more creative. In this chapter, we refer to creativity as the ability of an individual, or a small group of individuals, to generate novel and useful ideas to take advantage of the new opportunities offered by digital technologies. Creativity, a process that can result in incremental improvements, is the core of innovation andnecessary for the development of new business concepts. While there are numerous perspectives (psychological, social, individual, economic and organisational), creativity is the applicationofan individuals’ability to identifyanddevelopnewideas,processesor concepts innovelways.Thesenew ideas, processesor conceptsmust beuseful and have value ormeaning. For instance,Netflix is a creative company that recognised an opportunity and capitalised on the success of the DVD and Internet streaming services. Netflix overcame a series of hurdles to launch and become a $9 billion company.Creativity leads to perseverance, passion and commitment,which canbe seen from companies such asApple,Amazon, Facebook,Google, Salesforce.com, Samsung, Twitter, Virgin Atlantic and 3M. Digital technology implies a broad range of information and communications technologies (including new digital media) that can be used for different purposes by entrepreneurs inmany situations. Next, we elaborate on the importance of creativity for stimulating entrepreneurial behaviour, using creativity as a basis for innovation, and creating a working environment where ideas can flourish. Unleashing the Creativity of Entrepreneurswith Digital… 27