CHAPTER NO :19GROUP DECISION MAKING AND CREATIVITYIntroHave you ever wondered about the role of creativity in decision-making and innovation? Let's delve into the fascinating world of creativity and innovation and explore their importance in organizational success.Main ContentCreativity and innovation are key drivers of success in today's competitive marketplace.Creativity involves combining ideas in unique ways or making unusual associations between them.Innovation, on the other hand, is the process of turning creative ideas into tangible products, services, or methods of operation.Creativity requires both convergent thinking, which focuses on logical problem-solving, and divergent thinking, which explores new perspectives and generates novel ideas.The creative process involves several stages, including preparation, incubation, illumination, and verification.Domain-relevant skills, creativity-relevant skills, and task motivation are essential ingredients for creativity.Group creativity can be enhanced through techniques like brainstorming and the Nominal Group Technique (NGT).Lateral thinking, which involves looking at problems from different angles, is a valuable tool for managers seeking innovative solutions.Other decision-making methods like the Delphi method and scenario analysis help organizations plan for a variety of futures.Lateral Thinking Vs Vertical ThinkingVertical thinking is logical but only in one direction. You ignore the possibilities and alternatives around youor various other ways of doing same thing. Vertical way of thinking is the problem solving way the waycomputers do.Rotating a problem from different angles to try and locate alternative points of entry involves Lateralthinking. This is a creative processing that the human mind can do, but computers are generally unable todo. It is useful when one channel of thought reaches a dead end and another approach is needed. It can bedifficult but satisfying to solve and will encourage you to examine lots of different clues and informationwithout any prejudice. Thinking laterally and avoiding the obvious is a great tool in life of a manager.OutroDeming's PDCA (Plan-Do-Check-Act) cycle is a proven tool for continuous improvement and innovation in organizations.By embracing creativity and innovation, organizations can stay ahead in today's fast-paced business environment. Remember, creative thinking and problem-solving are crucial skills for success in the modern workplace.