Seite - 164 - in Digital Entrepreneurship - Impact on Business and Society

• It is not cognitive, but mostly a skill is needed to perform this kind of creativity such as playing guitar or writing skills. Another type of categorization of creativity concerns the type of people and the approach to creativity. This is also relevant as people are very different in the level of creativity and in themanner of how they express creativity. In this respect, we candividepeople into adaptors and innovators.Adaptors are peoplewhoare trying to improve things butwithin thegeneral system.Theyare trying tofindways todo things better and more efficiently. Adaptors often work in professions that have stability andorder. They link ideas they have to the problem they have andpertain persistent in this. They could be somewhat linked to the process of exploitation, which is described byMarch (1991). He describes the process of exploitation as focused on refinement, efficiency, selection, and implementation. The second type of creative person is innovators. They like to do things differently than ordinary businesses and people do it. Innovators challenge the status quo. They often come up with radical changes and plans, whereas adaptors like to do things better, innovators like to do things differently. The ideas that innovators comeupwith are often related to bringing new elements in the problems and changing the formu- lationof theproblem.Sameaswithadaptors, the roleof innovators canbe linked to March’s (1991) process of exploration, which is focused on concepts such as risk-taking, discovery, and innovation. Although people can be categorized in these two groups, there are some other factors that both groups should have to be successful in creating creative solutions forproblems.Someof themost important ones aremotivation, curiosity, and social network. Specifically,motivation represents a crucial part of creativity.Motivation is the measure of emotional investment that makes people break with the old situation andmove into a direction with a situation that they actually want (Kim 2018). This desire tomove to somethingnewstarts the process of creativity. So, to start thecreativeprocess, everypersonneedsat leastmotivation tostart it andcreate something new. After feeling motivated, people get curious about searching for unknowninformation that canbeuseful.Curiositycanbe frighteningdue to the fact that something that can be potentially dangerous one has to transform into some- thing manageable and interesting. When fear arises, curiosity is hard to sustain (Kim2018).An issueoftenneglected is thesocialnatureofcreativity.Thepowerof an unsupportedmind is often overrated.A lot of intelligence and creativity results come from interaction and collaboration with other people. Creativity does not develop in people’sminds but in the interaction between people’s thoughts and a sociocultural context (Kim 2018). For example, supportive supervision and per- ception that an employee’s supervisor is supportive of new ideas have always been an important condition for creativity (Oldham andCummings 1996). Furthermore, a positive peer group and the participation of others within the company are also important requirements for employees to excel at creativity (Hunter et al. 2007). Digital Creativity: Upgrading Creativity in Digital Business 169