1. The CCI Symposium @ The Glasshouse, Queensland University of Technology DAY 2, Monday 30 March 2009 Session: “Methodologies: Evidence-based Approaches to Creativity and Innovation ” What is an evidence-based approach? Theory & evidence in evolutionary analysis of creativity & innovation What does evolutionary economics predict? Creative innovation services Jason Potts

2. What is an evidence-based approach? FIRST…

3. A growth of knowledge process in which theory is iteratively proposed and tested The core of an evidence based approach is the continual testing of theory

4. An evidence-based approach is an evolutionary approach to knowledge, to science, to policy, to action

9. Theory & evidence in evolutionary analysis of creativity & innovation SECOND…

13. What, then, are our hypotheses? On creativity? On innovation?

16. What does evolutionary economics predict?

20. Creative innovation services An example of what the evolutionary economic perspective offers - Four models - Social network markets

22. 5 generations of innovation system Generation Description 1 st Supply push Science  Technology  Applications by firms to market 2 nd Market pull Market demand  R&D  technology & manufacture  sales 3 rd : Coupling model Science and technology  interactions between R&D, design, operations, marketing, etc (all within the firm)  Markets 4 th : Collaborative model Science and technology  interactions between R&D, design, operations, marketing, etc (extended network)  Markets 5 th : Open model Systematic interactions with all sources of knowledge

23. As the innovation system evolves, it becomes more complex & open… … and so creative industries innovation services come to matter more and more creative industries innovation services

24. Creative innovation service Value Creativity services Providing new ideas as content into other businesses Creating new market niches Shaping consumer preferences and perceptions to differentiate Design and interface Shaping interactions between the technical and social Normalisation of novelty, persuasion Via story-telling, representatives of new (magazines, advertising, TV drama) Business models Translating models of value delivery Connecting to user-communities Creating communities, shaping identity Social network markets Choice over uncertainty in social context and signalling Technologies to lifestyles Social context of use Lifestyles to technologies Applications of technology

25. Demand for creative innovation services in terms of innovation trajectory Demand for innovation services in 1 origination Supply of innovation capabilities to create new ideas 2 adoption Supply of leading preference formation, social network market services 3 retention Supply of embedding and normalization services e.g. brand awareness

26. Demand for creative innovation services in 5G context Business networks Supply of services to enable increased network connection ICT & IvT (& ImT) Supply of imagination technologies to facilitate whole of network creativity Multiple sources of ideas & knowledge Services to integrate and connect tacit knowledge and shape it into new ideas, solutions, supply of access to user-consumer communities and open innovation communities Brokers Services to connect ‘tacit demand’ Business models Services to export value creation models from creative domain