Creativity for change and value creation

Creativity is often narrowly associated with the arts or with moments of spontaneous brilliance. In reality, creativity is a discipline—one that drives innovation, enables new business models, and fuels entrepreneurial success across industries. This unit explores creativity as a dynamic and structured process, examining its role in identifying opportunity, navigating uncertainty, and generating novel value. You will investigate how creative thinking operates within entrepreneurship, including frameworks for business modelling, audience value creation, and experience design. Topics include adaptive thinking, improvisation, and the interplay between purpose, meaning, and venture creation. Through interdisciplinary lenses—spanning the arts, technology, and business—you will engage critically with the creative process and apply it to entrepreneurial action in both global and local contexts, including the Indonesian innovation landscape.