Answer these questions based on Mancunian ET AL.’s (2018) article:

Question 1. Answer these questions based on Mannucci et al.’s (2018) article:

a)            Based on Mannucci et al.’s 2018 article, describe i) the attributes and ii) the characteristics of knowledge.

In the human mind there are schemas to store information and knowledge in the brain in an organized form. For instance, cognitive structures contains information and attributes of knowledge regarding a domain and ensure link between several knowledge attributes. Basically, in the presence of both complexity and flexibility in the knowledge structures individual can have effective idea generation. Complex structure represents the schemas sets enriched with inter-schemas linkage and knowledge attributes. High complexity means there are more than average total number of schemas within a given domain of human knowledge. Complex structure of knowledge enable an individual to get access on a larger array of relatively richer brain schemas in a selected domain.  Flexibility represents weak linkage that support to open a new schemas and new domains. There are two main characteristics of knowledge that relates to knowledge linkages, attributes, flexibility and complexity of knowledge. At the first, knowledge should have depth. Secondly knowledge should have breadth. Knowledge covering multiple domains shows knowledge breadth. Knowledge depth represents the level and knowledge about a specific domain.           

b)            Explain in your own words the relationship between career age, creativity and knowledge based on Mannucci et al.’s 2018 article.

Career age, creativity and knowledge are interrelated with each other. With increase in age knowledge also increases. Human being deal with different situations and experiences that enrich their schemas with new information and knowledge. Strength and cognitive linked increases with the increase in knowledge. According to the research article, impact of knowledge breadth and depth is different on creativity because of difference in career age of an individual. Increase in knowledge breadth and depth with increase in career age results in enhance of creativity. Moreover, broad knowledge is also supportive in generating the cognitive overload that results in the impairment of creativity. In short, inter-domain linkages increase with increase in the complexity or rigidity of knowledge structure. In fact, in the beginning or earlier stages of career, human being usually have relatively less rigid and complex structures of knowledge. Flexibility enable them to bring changes and improvement with increase in knowledge and information. Creativity also get influence from knowledge breadth and depth as it shapes knowledge structures of a person. In the article, author emphasis on the relationship between creativity, career age and knowledge structures. According to the presented information, career age and knowledge depth domain has significant relationship. Career age has inverted and positive relation that can be drawn as U-shaped curve (Mannucci & Yong, 2018).                         

c)         Draw on Mannucci et al.’s 2018 article to analyze why Elizabeth Holmes and Theranos failed to deliver the product they promised.

 The whole article provide information related to creativity, career age, and knowledge domains of individuals. In the light of this article, we can say that Elizabeth Holmes and Theranos failed to deliver their promised products because of insufficient knowledge. They introduce several products but more of the time they conducted limited research studies on these medicines. Lack of knowledge and experience was also a major factor that contributed in the failure of Elizabeth Holmes and Theranos (MedCity News, 2014). Basically, knowledge depth and breadth were not according to the requirements of the situation. She became youngest female billionaire at the age of 19 but her limited knowledge about medication and proper health treatments resulted into the introduction of contradictory products and conflicts in media (Ramsey, 2019). 

Question 2. Answer these questions based on Perry-Smith et al.’s (2017) article:

a)            Briefly describe the four phases of the idea journey and describe the distinct primary needs of each phase.

There are four phases of idea journey including idea generation, idea elaboration, idea championing, and idea implementation. The first phase of idea journey is idea generation. In this phase individual generate a creative and attractive ideas concerning with the need of cognitive flexibility. The second phase is idea elaboration. In this phase, individual systematically evaluate the new and creative ideas. In idea elaboration phase individual also clarify the potential ideas for further development. Support is the distinct primary need of this phase. After idea generation and idea elaboration there comes a third stage of idea journey. Third stage is idea championing, in this phase idea generator focuses on active promotion of creative ideas to push it forward. In this phase distinct primary need is influence and legitimacy. Idea implementation is the last phase of idea journey. Phase is about the implementation of idea into a tangible result outcome. In this phase distinct primary need is share vision and understanding.      

b)            Explain in your own words the social network characteristics that benefit a creator in each phase of the idea journey.

Social network characteristics works as social drivers in all these four phases. Each phase has some specific social network characteristics. For instance the delineating phase recommend several levels of direct and active involvement of social network contacts that facilitate the needs. In the first phase of idea generation social network can benefit by providing more suggestions related to novel idea. One can discuss idea with social group and people having relevant information can suggest changes in this idea to make it more beneficial. Moreover, in the second phase idea elaboration phase, social network reaction can help out an idea creator to shape the idea. While in championing phase, social network characteristics can provide benefits related to emotional and motivational benefits. It facilitates the activation of sparser ties. In the last phase of idea journey, originator usually have primary responsibility for the development of selected novel idea. In this phase shared vision need demand contacts to progress of collaborative idea’s content.             

c)         Draw on the article by Perry-Smith et al. 2017 and analyze the idea journey of Theranos. How did Elizabeth Holmes manage to meet the primary need of the different phases of an idea journey through her social network?

 Elizabeth Holmes managed to meet several primary needs of these four stages or phase in idea journey through her social network. In the idea generation phase, she had two key options to study in her graduate classes or to start her own business. She selected the most promising one that was according to her own wish (PERRY-SMITH & MANNUCCI, 2017). Here primary need was cognitive flexibility. Social network supported her to ensure fulfillment of her cognitive flexibility need. Next, in the second phase of idea elaboration phase, Elizabeth Holmes discussed her idea with her social network and required support. Investment made by her uncle and other investors is a clear sign of support given by her social network. Third phase idea championing, she discussed her idea with limited audience only. Therefore she got limited suggestions regarding her idea. Somehow, she could make her idea implementation and promotion better by discussing it with the relevant social network e.g. scientists and medical staff. Her implementation was quite unsuccessful as she ignored the legitimate and proper testing of medical devices. She ignored testing and as a result of this her device was unable to deliver accurate results.   

Question 3. Answer these questions based on Zhou et al.’s (2019) article:

a)            i) What are the possible targets of creativity evaluation? Briefly explain. ii) When is a creativity evaluation needed?

The possible targets of creativity evaluation are people, products, and idea. In companies and workplaces, managers and workers are responsible to evaluate ideas. While in markets customer evaluate the products and ideas of companies. On the other hand, in institutes it is the responsibility of administration and recruiters to evaluate creativity, talent, and capabilities of individuals. Creativity evaluation is needed all time in all possible targets. Basically, the creativity evaluation increases the credibility and adds values to the organization. The main theme of the paper is to evaluate the effect of creativity in different fields such as social science and business. The comprehensive framework is viewed to analyze characteristics, context, creator, perceiver, and target qualities. The objective of the present work was to measure the contribution in the development of methodologies along with precision analysis, conceptual clarity, and integration of theories.  The target of the present context is creativity recognition and creativity perception. In the group evaluation process, the comparison of judgment is for implementation and adaptation creativity. It encompasses two themes including behavioral intentions and behaviors. The creativity framework is used for knowledge practitioners.      

b)            Explain in your own words what the groups of factors influencing the evaluation of creativity are.

In the systematic understanding, the contextual and personal factors are the most influencing terms for the evaluation, perception, and creative ideas to be implemented. The influence of social processes, collaboration terms, support, and sponsorship of people are higher on the creativity of the workers. The other possible factors are the management of work, marketing, education, sociology, and the entrepreneurship. The tremendous opportunity is provided for the improvement of systematic work conditions. Different types of creativity factors are influenced by several subsections such as creators, context, perceiver, and the target. The behavioral intentions and behavior have an impact on individuals and groups. Testing also reduces creativity and dichotomizing factors have an effect on the uncreative and creative targets.

c)         Based on Zhou et al.’s (2019) article, analyze the creator characteristics in the case of Elizabeth Holmes that influenced people’s receiving of the Theranos product. Explain three different creator characteristics.

Question 4. Answer these questions based on the three mandatory reading materials (Zhou et al. 2019; Mannucci et al.’s 2018; Perry-Smith et al. 2017):

a)            From the generating side of creativity, what are the three main lessons that you see from the Elizabeth Holmes’ mistake?

Elizabeth Holmes tried her best to come up with a creative idea to win the business market of medical products and devices. Her successful beginning made her the youngest billionaire female in the world. She started her business with the collaboration and investment of her social network. Somehow, her all efforts were resulted in failure as in the end she was stepped down from the position of Chief executive officer (CEO) of her medical company. Her key mistakes were lack of knowledge, lack of idea elaboration or championing, and insufficient attention given to testing of new technologies and devices (Mannucci & Yong, 2018). Analyzing this case study of Elizabeth Holmes failure in Theranos case we concluded three main lessons from her mistakes. At first, I would say that one should work on the projects and idea related to which one have sufficient knowledge and information. Career age support creativity but lack of knowledge cannot support creativity. Her knowledge breadth and depth was not according to this field, therefore, she got failure in this business. Secondly, I learned that before implementing a creative idea we should ever try to elaborate it with the most relevant social group (MedCity News, 2014). Elaboration of idea and promotion of idea can support us to get attractive suggestions to make the idea more creative and profitable. The third lesson learned from her mistake is that testing an idea is really important before implementation. Elizabeth Holmes did not focus on the idea testing, therefore, she introduced a wrong product. She could avoid all these negative consequences by testing her products or technological devices generation idea prior to introducing in the targeted market (Ramsey, 2019).           

b)         From the receiving side of creativity, what are the two main lessons that you see for investors from the Theranos case?

 From the receiving side of creativity, there are two main lessons that I see for investors from the Theranos Case. Creativity receiving represents the ensemble of group responses to creative targets (e.g. idea, product, or people). For instance, in the case of Theranos receiving side of creativity is consist of investors and customers who had to deal or interact with this new creativity of Theranos. Investors invested in this idea and products therefore as a result of increase in sales or decrease in the sales they had to suffer financial profit or losses. Therefore, analyzing this case we can learn two main lessons (Mannucci & Yong, 2018). At the first, I learned that investors should evaluate the creativity completely to avoid possible losses. They must have to evaluate the potential possible benefits and response of a creative product or idea in the targeted market. Secondly, investors need to ensure that all testing are done and legal standards are followed during producing and implementing the creative idea. Investors who invested in this case faced loss in their investment as they invested in the wrong product. Getting complete information about the possible outcomes of new creativity can help investors get better decision regarding this creative idea or product. In short, Theranos case and relevant research articles all emphasized on the importance of creativity evaluation.