The document discusses creativity in knowledge work and how Web 2.0 can support creativity and innovation. It describes the Neurovation research project which aims to understand how creativity can be optimally supported in knowledge work environments. Neurovation takes a interdisciplinary approach, combining neuroscience and innovation. The goal is to develop a "toolbox" of methods and tools to structure work processes and support creativity. This includes developing a modular creativity tool and publishing results. Ultimately, the vision is to establish an online platform for open innovation and sharing of ideas.

1. Creativity@Work
für Wissensarbeit
auf der Basis von Web 2.0
Reinhard Willfort
Graz, 6.9.2007

2. Inhalt
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Was versteht man unter Wissensarbeit?
Welche Rolle hat Kreativität in der Wissensarbeit?
Wie kann Web 2.0 Kreativität und Innovation
unterstützen?
Beispiel Neurovation.net
Neurovation.net
vation.
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„Der Wertzuwachs entsteht heute aus
der »Produktivität« und der »Innovation«
Beide bedeuten die
Anwendung von Wissen auf die Arbeit.“
(Peter Drucker)
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© Neurovation 2007 3 by ISN

4. Herausforderung Wissensarbeit
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Creative Knowledge Work
Blue Collar Work White Collar Work
(kreative Wissensarbeit)
?
Task 1 Task 2 Task 3 Task 4
Task 1 Task 2 Task 3 Task 4
?
RT
Task 3
RT
Task 3
Task 2
Task 2
?
?
?
Task 4
Task 4
?
RT
RT
?
Task 1
Task 1
RT
RT
?
RT = Routinetätigkeit
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5. ca. 32% der Wissensarbeit hat mit
“Wissensentwicklung“ zu tun!
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Quelle: APOSDLE Konsortium, Workplace Learning Study 2006
www.aposdle.org
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6. für
Beispiele f r kreative
Wissensarbeit
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„Welcher Name steigert die Verkaufsfähigkeit unseres
neuen Produktes?“
Welche Themen sollen im nächsten Newsletter
vorkommen?
„Wie können wir unser Studienangebot für Studenten
attraktiver machen?“
„Wie sehen Mobilfunk- Anwendungen für junge Menschen
Mobilfunk-
aus?“
„Wie soll mein nächster Vortragstitel lauten?
…
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7. Zielsetzung des
Forschungsprojekts “Neurovation“
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Wie kann Kreativität optimal am
Wissensarbeitsplatz unterstützt
werden?
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8. Die Idee zu Neurovation
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Vernetzung von Neurowissenschaften und
Neurowissenschaften
Innovation
Innovation zu
mit dem Ziel
Creativity@Work
zu unterstützen
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9. Relevante Fragestellungen
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Ideen entstehen im Kopf, aber wie funktioniert das eigentlich?
Wie kann man kreative Prozesse beim Menschen fördern und
methodisch unterstützen?
Welche Elemente und Interventionen sollte eine zeitgemäße,
humanorientierte Kreativitätsmethode beinhalten?
Bildung eines interdisziplinären Forschungs- und Entwicklungs-
Forschungs- Entwicklungs-
Teams unter Einbindung potenzieller Anwendungspartner
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10. Hintergrund zu Neurovation
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11. für
Anforderungen f r “Toolbox“
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Strukturierungshilfe für den Arbeitsablauf des
Wissensarbeiters
Unterstü Kreativitä
Fokus: Unterstützung von Kreativität am Arbeitsplatz
fü
Abbau von Barrieren für kreative Arbeit und Verbesserung des
Innovationsklimas im Unternehmen
Kreativitä
Kreativität und Innovation sollen zur DAUEREINRICHTUNG in
Unternehmen werden
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12. 1. Stufe: Entwicklung eines
Kreativitätstools
modulares Kreativit tstools
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Interviews mit unterschiedlichen Akteuren aus den Creative
Industries
Tests und Seminare mit insgesamt 68 Personen aus 35
unterschiedlichen Unternehmen
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13. Veröffentlichung
2. Stufe: Ver ffentlichung der
Ergebnisse
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ISBN: 978-3-8322-6028-6
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14. 3. Stufe: Integration
nachhaltiger Trends
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„Open Innovation“: Auflösung des traditionellen
Rollenverständnisses in Innovationsprozessen
☺ Erhöhung der Interaktivität aller Akteure
„Mass-Customization“: Jedem Kunden sein individuell
Mass-Customization“:
gestaltetes Produkt
☺ Kunde will selbst an der Lösung mitwirken!
Web-
Web-based Services nehmen zu: Webbrowser wird zur Universal-
Universal-
Schnittstelle für individuell abgestimmte Knowledge-Services
Knowledge-
Web 2.0 und Communities als Enabler für Open Innovation!
*) Der Begriff „Open Innovation“ kommt von Chesbrough, H. W. (2003): Open Innovation. The
New Imperative for Creating and Profiting from Technology, Boston: Harvard Business School
Press
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15. “User
generated
Ideas“
Ideas“
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(Dion Hinchcliffe)
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16. Unsere Vision…
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Begründung der weltweit
bedeutendsten Plattform zum
Thema Innovation
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17. Ergebnis: Serviceorientierte
Innovationsplattform
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© Neurovation 2007 www.neurovation.net 17
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18. Aktuelle Services
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Innovation Community
☺ Bearbeitung kreativer Aufgaben mittels „kollektiver kreativer Intelligenz“
☺ Bewertung und Kommentare
☺ Suche nach Ideen und Aufgabenstellungen
☺ …
Ideengenerator
☺ Schnelle Entwicklung „kleiner Ideen“ als Einzelpersonen
Rasche Verbreitung
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19. Demnächst
Demn chst Online:
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Kreativitätstest
☺ Wie kreativ bin ich?
Persönliche Ideenmanagement Umgebung
☺ Kontinuierliches Arbeiten an meinen Ideen
☺ Bildung verteilter aber vertrauter kreativer Teams
Verwertung von Ideen
☺ Shop: Für Ideen die mehrfach verwendbar sind
☺ Auktion: Exklusive Verwertung (ev. Schutzrecht von Bedeutung)
☺ „Neuro“ als virtuelle Währung
Neuro“
…
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20. Herausforderungen in der
Entwicklung
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Web 2.0 Design für Use Cases
☺ Social Software entsteht in enger Zusammenarbeit mit Social Community
☺ Wer ist die Zielgruppe?
☺ Förderung der Selbstverbreitung
Start mit Basisfunktionalität und ständige Weiterentwicklung mit
der Innovation Community
Sicherheit und Vertrauen in die Lösung
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21. Offline Service: Neurocard
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22. Das Neurovation Team
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Neuroscience Team Web Team
☺ Creativity Expert Mathias B. ☺ Web Designer Fleur J.
☺ Contributor Nadja K. ☺ Web Guru Peter P.
☺ Creativity Expert Andreas F. ☺ Web Guru Thomas P.
☺ Contributor Klaus F. ☺ Contributor Andreas R.
☺ Contributor Patricia L. ☺ Contributor Patrick H.
☺ Contributor Olivia W.
Editor Team ☺ Contributor Awar U.
☺ Knowledge Expert Tobias L.
☺ Developer Christian V.
☺ Services Expert Alexander St.
☺ Developer Erwin P.
☺ Innovation Expert Anna Maria K.
☺ Developer Patrick F.
☺ Contributor Conny C.
☺ Contributor Elisabeth E.
☺ Webservice Expert Oliver V.
☺ Innovation Expert Reinhard W.
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„Es gibt nichts stärkeres als eine
Idee, deren Zeit gekommen ist“
(Victor Hugo)
Dr. Reinhard Willfort
Neurovation GmbH ISN – Innovation Service Network GmbH
brain @ neurovation . net reinhard . willfort @ innovation . at
Tel.: +43.664.2298410 Tel.: +43.316.919229
www.neurovation.net www.innovation.at
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