The Effect of the Sequence of Creative Processes on the Quality of the Ideas: The Benefit of a Simultaneous Focus on Originality and Feasibility

A major challenge in the process of innovation is to generate quality products that are original as well as feasible, because these features are associated with contradictory cognitive thought processes. This study investigated whether opportunities to engage in an idea generation, selection, and subsequent refinement with a simultaneous focus on originality and feasibility would enhance innovation. Experiment 1 examined whether a linear focus or a simultaneous focus on feasibility and originality in the process of first generating ideas and then refining them enhanced the overall quality of ideas. The simultaneous focus resulted in the highest originality and elaboration of ideas. Experiment 2 involved four stages of innovation-generation, selection, and two refinement phases-with a varied order of focus in the two refinement phases. Consistent with a dialectical approach to creativity, an iterative focus on feasibility and originality in the refinement phase was most beneficial in enhancing the quality of the ideas. The extent of idea elaboration played a mediation role in the development of ideas during the refinement phase of innovation.