In fact, most people confuse the terms, and therefore the concepts; many companies have metrics systems that confuse creativity (e.g., number of patents) with innovation (e.g., percent of sales from new products). People regularly use these dichotomous terms as if they were synonyms:

• Creativity & Innovation

• Research & Development

• Science & Technology

• Art & Design

• Pure & Applied: [fill in the blank]

The creativity terms on the left side are the chaotic, messy, unpredictable serendipitous precursors. The innovation terms on the right are the business goals. Like love & marriage, or horse & carriage, you can’t have one without the other.

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